British Red Cross

British Red CrossChallenge

British Red Cross Commercial Training is the UK’s second largest provider of commercial first aid training, with over 100,000 people benefitting from their training every year. Training takes place at 180 venues throughout the UK. Their corporate goals include providing an agreed surplus to the British Red Cross organisation, and also increasing the number of first aid trained people in the UK. The organisation of their marketing activity at present is split between two teams, one based in London and the other at the central headquarters in Manchester. A number of different marketing activities are undertaken including PPC, email, radio, direct mail and outdoor.

Assessment

Following an initial exploratory meeting between MIG and the British Red Cross Commercial Training, a number of key issues were identified as possible marketing strategies. The outcome of this review was to provide a clear strategy and implementation plan for the British Red Cross’s future multi-channel marketing activity, as well as implementing any “quick wins” for them moving forward.

Solution

Working in consultation with British Red Cross, MIG undertook a rapid multi-channel marketing review. This work enabled recognition of specific areas where more concentrated effort was required and also identified some “quick wins”. This work included a review of the client database, review of how customers were selected and targeted, and a complete review of how clients were communicated with. On a weekly and monthly basis MIG provided the Red Cross with detailed reports of their marketing activity. Using this information, the Red Cross were able to track the success of their campaigns.

Success

  • Considerable improvement on the Return on Investment of all marketing activity driven by more effective targeted communications using MIG’s Intelligent Marketing platform. This was achieved through focus on the digital channel.
  • Identified, targeted and established a new market sector based on legal and sociological factors (Corporate Social Responsibility etc.) delivering additional sales revenue and profit.
  • Realigned marketing activity to recognise the impact of seasonality on sale.
  • Improved resource capacity management ensuring future marketing activity is aligned to the available resource for each training venue.
  • Provided a new customer database which was used to drive all future marketing communication.

The Marketing Innovation Group Ltd.
PO Box 427, Knutsford,WA16 1EH
Registered in England & Wales. Company No. 06963849.