Background

Engineering Trust Training Ltd delivers work-based apprenticeships and is a subsidiary of the charitable organisation ‘The Engineering Trust’

The Challenge

The new CEO of Engineering Trust Training Limited (EET) approached us in July 2020 as he wanted to raise awareness of the business to attract and engage more engineering organisations. He described ETT as being ‘one of Oxfordshire’s best-kept secrets’.

Their strong operational team included a Head of Sales, but no marketer. Their main activities were on their website, with some social and digital activities which hadn’t really worked and a ‘wordy’ employer brochure. Updates and activities were inconsistent, with no marketing strategy.

Approach

Over six weeks of online sessions, to fit in with the CEO, we clarified ETTs:

• Ideal target client

• Ideal target message

• Routes to market

Insight included reaffirming that their ideal client preferred ‘old-fashioned’ telephone communication, rather than email or social media.

We also realised that marketing messages were focused on attracting new apprentices, with much less on upskilling current workforces – an area where ETT excels.

Result

With Su’s experience running a telemarketing company in the past, the sales process was mapped out with a focus on telemarketing.

We created a ‘script’ based on their revised message, a telemarketing agency brief and a budget.

Meanwhile online and offline marketing materials were refreshed with new messaging and improved navigation to support the sales process.

Su then opened up her contact book to offer a choice of quality telemarketers one of whom was engaged by the client to test the process.

We ran two test phases at key times of the year. These were successful and shortly after the CEO employed in-house resources to deliver internally as an ongoing lead generation activity and marketing strategy.

She shaped my thinking as well as offering relevant insight, examples, contacts and advice, adding depth to the work. Su is always focused on moving forward and the targets/work she set in between sessions meant things evolved at pace. I would recommend Su to anyone looking to develop and evolve their marketing and sales strategy

Mark Vingoe, CEO The Engineering Trust Training

For more information on how we can help improve your marketing strategy, please contact us.