Public Sector Marketing Case Study 2:

Campaign requirements & delivery:

We have worked with this sector skills council and their training arm for over 18 months, delivering projects (on a small scale initially as proof of concept) and subsequently to support their sector brokers. SMART was then contracted to deliver a 10 month project to develop awareness of the skills council within pre-defined geographic locations. The objective is to generate meetings with employers that are interested in the Business Skills Development Programme. The client has been awarded funding for the Leadership Development Programme and Managing for Success Programme. The call dialogue used by our agents seeks buy-in from employers to the idea of improving the business through developing the people, and to understand how investing in staff development can potentially deliver tangible bottom line benefits. The campaign supports 4 advisers and data was sourced using existing suppliers whilst also referring to manufacturing magazine, periodicals etc.

Additionally SMART has supported the client's training arm on numerous stand-alone proactive telemarketing projects across the UK (including North West/East, Wales, Midlands and the West); again to generate qualified meetings with employers within the manufacturing and engineering sectors.

Methodology as follows:

• Initial introduction to the client's service and telephone consultation
• Explore training and development needs, business needs analysis
• Introduce relevant courses available
• Highlight funding streams (part and full funding etc)
• Generate appointment and refer to advisor

Many of the projects have focused around management and leadership development eg. the Teamwork Training Programme and B.I.T, Leadership training etc.

In 2008 SMART was awarded a short term proactive telemarketing project to generate Train to Gain appointments for another Learning & Skills Council. The campaign supported their broker network (to supplement other national and regional marketing activities). The campaign relied on limited LSC funding but on conclusion we were approached by two of the individual brokers to adapt our existing methodology to support them directly generating training leads.

SMART has established relationships with other sector skills councils (and the Faraday Partnership) for whom we have completed several campaigns to create awareness and generate a buy-in to initiatives. These include market research into waste management within the food processing industry, along with lead and appointment generation within the food and drink manufacturing industry. This project in particular required our agents to talk to businesses about how they might be able to have access to education and academia; to make them aware of the links between improved output and gaining an advantage over European competitors through training and education.

Smart also has ongoing public sector marketing contracts with individual training providers. These various contracts have the flexibility to provide support to different sector managers depending on their marketing budgets and sector targets. These include NVQ Level 2 (Levels 3-4 in some cases) in Business Administration, HR/Personnel, Retail & Customer Services, IT, Construction, Hairdressing, Accountancy and Motor Vehicles to name but a few.

Want to know more?

At SMART we're highly experienced in Public Sector Marketing. SMART is the preferred supplier for a wide range of public sector organisations including LSCs, Business Links, Universities and Colleges, delivering inbound and outbound call solutions, full admin support and online MIS. Call us now for a chat on 01270 503291 to discuss how we can help develop your public sector marketing strategy or email us and we'll contact you at the best time that's most convenient for you.

View SMART Public Sector Marketing Case Studies:
Case Study 1 | Case Study 2