National Civil Engineers: 130 people

We created an effective inhouse marketing function

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A structural engineering company, recognised as one of the 1,000 companies to inspire Britain.



CHALLENGE:

The inhouse marketing function was in need of an overhaul and the senior management team were looking for support through a period of change.


OBJECTIVE:

With no CRM system and a lack of inhouse marketing resource — the key objectives involved engaging a traditional mindset workforce, in a bid to overhaul the approach taken to customer relations and marketing.

WE DID

As contacting customers had been an activity that was carried out by individuals, each in their own way — we had a big job to do in terms of collating and creating a digital database of historic customer information.

Over eighteen months we provided an inhouse marketing function. We introduced digital ways of working — creating, distributing and monitoring communications across web, social media and email. We put everything in place to hand over to the new marketing lead.

We got to know the client’s customers face to face — attending events, networking sessions and industry meetings. After gathering months of customer insight, we had a clear idea about who the customers were and how to connect with them. We used our detailed findings to develop a new company website that had the ability to engage audiences.

All the while we were supporting the senior leadership team. Spending six months in a non-exec director role — leading on people strategy, undertaking appraisals and advising the management team with succession planning.

Impact

The marketing function is now fully embedded into the business, with a dedicated new recruit and responsive director. In addition to gaining the inhouse skills and tools to both create and monitor marketing outputs, increased online visibility and a stronger brand image has led to a 50% increase in enquiries in the last 12 months.

The management team has created a new business strategy and the changes have ensured that valuable members of staff are rewarded and encouraged to develop.


Guiding people though changing times can be tricky business. We support senior leaders every step of the way.

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