Recent Marketing Successes
Westminster Law School 2013-17
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Law courses were underperforming with below average recruitment of quality students. We decided to launch Westminster Law School as a separate Brand to compete against other Law Schools.
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I developed and implemented a 4-year marketing strategy to promote the school as uniquely diverse and supportive Law School focused on student career success stories and academic achievements. Digital (inbound marketing), CRM, social, events (UK and Overseas) and PR activity were key to success.
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My-target focused marketing strategy and my growing influence in the school and ability to motivate academic and school staff to be more marketing orientated contributed to a substantial growth of tuition fee revenue. This grew from £8.8m to £11.7m over a four-year period.
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This was achieved with working with a large group of people from across departments including: senior academics, school staff, alumni, careers, CRM team, course enquiries team, web team, graphic design team as well as two video production companies and digital advertising agency.
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Apply4 – Cloud-based SaaS for Permitting of Filming and Events
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The company needed to win new business quickly in the UK and the US as well as retain existing clients
Business success had previously been through business relationships, word of mouth and conferences – company was in lean startup mode.
I was bought in to write and implement the marketing strategy: a market penetration strategy to developed the UK and US markets.
Over course of the year I developed all marketing capability from scratch and was responsible for developing new websites, CRM, marketing automation using Zoho Marketing Hub, campaign management, content, social, PR, online advertising and editorial in trade journals and event management (online) and attendance at key symposia and conferences.
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I used both direct and relationship marketing to promote the offerings.
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The marketing strategy and actions brought in 8 new clients over the course of 6 months £44,000 (ROI 633%) and also resulted in an 86% retention of existing clients.