iESE are evolving from a government funded organisation to a not for profit limited company. The economic climate is good for us as we help local authorities to save money. However, we needed to let more local authorities know about our good work so we hired Vicky from The Brand Surgery to help us do this. Vicky came highly recommended by one of our local authority customers, so we knew that she not only understood marketing but she understood our audience too. Vicky audited our core marketing activities which has highlighted that we didn’t promote our CSR or our skills to their full potential. Vicky also suggested some great ways to improve the impact of our communication by segmenting our target audience which will greatly improve our communication to potential customers. We are looking forward to our next marketing consultation with Vicky as she will be focusing on our product range and helping us to integrate our brand values within our marketing communications.
Marketing mentor service for public sector transformation consultant
How marketing mentoring helped IESE
We have been working with iESE since 2010 providing a blend of creative and strategic marketing advice. iESE are public sector transformation consultants and we have fourteen years of ‘personal’ experience in local government serving at both officer and member level.
iESE’s objective is to increase its footprint in the public sector market and with our knowledge of member and officer behaviour, blended with our coaching expertise, we have helped them to repackage their products to suite as detailed below.
iESE has achieved many firsts in public sector transformation; one of the most important is shared services and Adur and Worthing Councils were one of the first to share a Chief Executive and Senior Management team. The Councils share refuse, recycling, planning and many more services however, they keep separate identity where possible.
Of course Shared Services between two or more councils is the norm now and therefore iESE is busy developing new, innovative ways for councils to become self-sufficient.
With this in mind, The Brand Surgery has been commissioned to promote these ideas by writing the white papers and case studies. See details below.
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This is an interesting project which we are still working on which focus on Nationwide Building Society call centre which has call centres throughout the UK. iESE has been coaching staff Nationwide in their call centres to continually improve customer service. This is iESE’s first step into applying its innovative tools to the private sector and it seems to have paid off – the results are staggering.
To create the perfect case study, we combine extensive market research and also interview key personnel which enable us to dig deeper. There is always a trade-off between promoting figures that matter that can also be sensitive, and The Brand Surgery are experts in presenting information in a transparent manner.
While researching for this Call Centre case study project, we learned more about a concept called Failure Demand which can be applied to all sorts of organisations. “Failure Demand, as a concept, provides great insight in the inability of the Customer experience (design) to provide for a Customer’s desired outcome(s).” (Wim Rampen W, 2009). In other words, if products and services were designed more effectively, customers would only call for positive reasons resulting in the perfect brand.
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iESE is excellent at transforming the public sector, however, like most organisations, the leaders are wrapped up in their business which is a barrier to their marketing. This is why it is essential to outsource marketing strategy to a FCIM Chartered Marketer.
We developed a marketing strategy and marketing plan including a strategy implementation calendar. The strategy provided a customer segmentation analysis which showed how diverse councillors and officers are; they all have different KPIs and personal agendas. Our fourteen years of public sector experience is really helpful in creating segmentation profiles for successful marketing and promotions.
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iESE has in-house creative expertise but occasionally, when the team is stretched, we provide graphic design services. Generally we are provided with a brief to which we deliver stunning results. The banner on the left is an example of a recent design where we followed the brand guidelines yet still add something different.
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For this case style study, we were provided with bullet points and we created the copy and design from this. The objective is to promote iESE’s 3R model and demonstrate how it can help councils to become self-sufficient.
Aylesbury Vale District Council’s Planning Department has benefited from iESE’s work; the Planning officers are now more commercially aware and prepared. This means that when Planning is deregulated, the Council will be able to maintain, if not increase, the surplus level they currently have in spite of any competition they may face.
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