CONSULTANCY
Audits
Strategic Plans
Tactical Plans
Strategic Reviews
Interim Management
MARKETING RESEARCH
EVENT MANAGEMENT
Milestone Events
Exhibitions
Conferences
Roadshows
Opinion Former Events
Celebrations
PR
COMMUNITY RELATIONS
CONSULTANCY
Springboard prides itself on its marketing consultancy service but recognises an agency can never have the same depth of industry knowledge that its clients have. However, we believe our marketing expertise and experience, combined with our client’s knowledge make the ideal team.
Our consultancy service comprises a number of elements, which can be delivered as stand-alone projects or consecutive assignments.
Case Study of full Consultancy Service:
Springboard provides a full strategic planning service to a client in the financial services sector - a leading UK internet bank. Having been appointed to provide interim management support, we have developed the client’s PR strategy and plan for the past two years, commencing with a brief SWOT analysis, which suggested a need for enhanced competitor analysis. An independent competitor analysis was undertaken by Springboard’s research specialists to provide a benchmark against which the success of the bank’s PR strategy could be measured.
A series of key messages were developed aimed at segmented key audiences in order to ensure the achievement of the PR department’s objectives.
A twelve-month plan was developed, utilising techniques from a tailored PR ‘toolbox’. This approach recognised the resource limitations of the existing small team and provided flexibility for adjustment as and when additional PR messages needed delivering.
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Audits:
We have the skills to conduct a full marketing audit looking at all elements of the marketing equation for example, external factors including economic trends, regulatory parameters, market potential and opportunities, competitor strategies and activities. Internally we consider resource limitations, product/service analysis, strengths and weaknesses etc.
The audit provides a summary of the current situation as a ‘snapshot in time’. Whilst some clients are looking for a full audit as part of, for example, an internal re-engineering process, others look to Springboard to provide a concise audit, looking at selected elements of the traditional full audit.
Our approach is not to deliver a ‘standard marketing audit’ – we recognise that every client’s needs are different.
Case Studies:
A client from a national utility company, conducted an audit nationally themselves. Springboard provided a mentoring service, offering advice on the audit approach, assistance with the design and preparation of audit questionnaires and helped in the assimilation of the data to produce an audit summary.
Within the public sector, Springboard has worked with a number of local authorities at a strategic level. One example was an audit amongst all stakeholders to determine the understanding and role of marketing within a BoroughCouncil. Springboard conducted a series of over twenty face-to-face interviews and produced a concise document summarising the current situation and provided recommendations, in line with the Government’s Best Value initiative.
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Strategic Plans:
Taking into account the current situation of a client’s organisation, strategic plans are prepared starting with marketing objectives that support the overall objectives. Target audiences are segmented and tailored messages developed for delivery via an integrated marketing communications plan.
Springboard can also provide advice on possible strategic options, through the use of academic models as frameworks. Springboard enjoys being part of a team responsible for planning the future strategic direction of an organisation.
Case Studies:
We have worked with a medium sized engineering company to develop a strategy for one of its new technology product innovations – a device that will safely destroy hypodermic needles. Given a limited marketing budget for the product, Springboard recommended a focused strategy targeted at specific, identifiable and accessible market sectors. We are now working with the client to deliver marketing communications activities to selected niche markets.
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Tactical Plans:
Springboard has experience of preparing a wide range of tactical marketing plans, ranging from full marketing plans to more specific programmes such as PR plans. Whatever the requirements, our approach is to produce workable plans, which should be reviewed regularly. With the best of intentions, we recognise that at a tactical level, activities planned twelve months in advance are likely to be revised, based on both controllable and uncontrollable factors.
Case Studies:
Springboard has worked with the sales team of a new homes division of a major construction group of companies to deliver tactical marketing communications plans for each of its sites. Recommended activities included topping-out ceremonies, joint communications activities with appointed estate agents, advertising, direct marketing, show home openings and media relations.
In 2000, construction commenced on the redevelopment of one of London’s major transport interchanges. Following a client recommendation, Springboard was originally appointed to provide tactical marketing support. Once involved in the project, we were asked to develop a PR Communications Plan. This involved in excess of thirty-five face-to-face confidential interviews amongst all stakeholders to review existing channels of communication, marketing activities and identify any issues arising as a result of the major works relating to this project. An integrated marketing communications plan was prepared to demonstrate the client’s commitment to proactively liaise with the local community and other interested parties. Springboard continues to be involved in the tactical delivery of the plan.
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Strategic Reviews:
Having invested time and money in the preparation of any strategic or tactical plan, Springboard is keen that client’s optimise value for money. We recommend to all clients regular reviews of plans, usually quarterly, to consider which elements have worked well, those that have been less successful and why and whether the overarching business objectives have changed. In the light of this, priorities for the forthcoming quarter are agreed and the plan adjusted accordingly.
Springboard has the skills to facilitate these reviews if required and is prepared to pose challenging questions.
Case Studies:
One of Springboard’s clients is a worldwide power
generation and maintenance company. As part of the service provided to the client, Springboard participates in regular review meetings with the client team and other suppliers to provide a strategic overview and agree forthcoming activities. Given budgetary and resource constraints, this opportunity is taken to prioritise actions to ensure effective and efficient use of resources.
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Interim Management:
To cover internal gaps due to restructuring, maternity leave or sickness cover – Springboard’s “insourcing” service covers the vacancy with a combination of in-house and Tonbridge based activity.
Case Studies:
For one of our financial services clients, we provided interim cover during a period of reorganisation within the client team. Springboard “insourced” the equivalent of a full time person for a period of four months at multiple sites in the UK. This assignment provided the client with a combination of skills, as well as the flexibility to access additional resources as and when required.
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MARKETING RESEARCH
Springboard Marketing is accredited by the Market Research Society and provides a full range of marketing research services, including:
• Perception surveys
• New product evaluations
• Market testing
• Customer care research
• Competitor analysis
• Market analysis
We are skilled at utilising the following research methodologies:
• Self completion – postal, fax, electronic, on-line surveys
• Telephone surveys
• Face-to-face – one-to-one interviews, focus groups, hall tests
• Desk research
Springboard is currently developing a range of ‘off-the-shelf’ research packages - the Springboard Insight range. This currently includes:
• Market Insight – A study into existing or potential target markets, looking at past trends, anticipated future developments, market potential, market players, key issues etc
• Competitor Insight – An in-depth study into key competitor strategies, markets serviced, product/service offering, marketing communications techniques etc
• Customer Insight – Designed to provide business with competitively priced customer care research to help maintain their competitive advantage by meeting customer needs and anticipating future demand
• Member Insight – A service aimed at member organisations/associations looking to obtain independent feedback from its members, possibly on issues such as level of service, perceived benefits of membership, competitor associations etc
Case Studies:
Having developed a ‘gates’ process with our client in the global power generation market to provide a reality check for proposed new product developments, Springboard regularly undertakes research to evaluate market potential for possible new products. These projects primarily involve desk and telephone research amongst power generators worldwide. As a result of these studies, new product ideas are either disregarded if there is insufficient evidence of likely demand or the concept is developed into a prototype.
Perception surveys amongst national personal finance journalists have been undertaken for one of Springboard’s financial services clients. The study, via in-depth telephone interviews, looked at how the client compared to its competitors in the opinion of its key target audience.
To assist in a current planning application, Springboard was appointed to conduct independent marketing research on behalf of a family run farming business in the South East. The research was to investigate the market potential for a new environmental product and involved over 800 pavement surveys amongst the public in five key towns.
One client, formerly in the quarrying and aggregates business has recently diversified into waste management. Springboard has undertaken a number of research projects including a customer care survey and research to evaluate market size and potential. We have also facilitated focus groups amongst key customers to investigate product development opportunities as part of the company’s strategy development.
A Customer Insight survey has been undertaken for a local recruitment company as a benchmark against which to compare service levels in the future.
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EVENT MANAGEMENT
Springboard provides a professional event management service. We have experience of organising all types of events from small discreet gatherings to large conferences.
We have the skills to manage all aspects of an event including:
• Event planning - objectives, target audiences, key messages, format
• Event branding - concept design, co-ordination of all printed materials
• Copywriting
• Venue recces and liaison
• Guest invitation process, including dedicated booking lines/website
• Database management
• Exhibitor and sponsor management
• Marketing communications activities including media relations, advertising, direct mail etc
• Preparation of delegate packs, host briefing packs, badges etc
• Media relations and management of key journalists
• Event Manager and support staff
• Post-event research and analysis
Our tried and tested ISO 9001/2008 quality systems ensure that even the smallest detail is taken care of.
We are used to offering a full event management service for the majority of our clients but also work with in-house teams to complement and supplement their skills, as appropriate.
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Case Studies:
Milestone Events – Springboard has been responsible for organising major milestone events on behalf of a client responsible for the construction of a major railway infrastructure project. The groundbreaking ceremony, attended by John Prescott, Deputy Prime Minister, was organised at short notice and attended by over 300 guests. Springboard was responsible for managing site preparation (levelling, security, access), organising the marquee and catering, managing the guest invitation process including security passes, badges etc, sourcing mementos and providing full event management support on the day.
Exhibitions – On behalf of a public sector client, Springboard project managed the launch of a public sector partnership, developed to meet the Government’s targets for the electronic delivery of public sector services. Springboard’s role involved co-ordinating 13 partner organisations and hosting senior representatives from each, together with senior contacts from the ODPM at the launch.
Conferences – Springboard organised the first annual conference for a UK-wide association. A full event management service was provided for a three-day event that included keynote speeches, over 20 interactive workshops, a ceremony to launch a key research report, conference dinner, awards ceremony and social activities. Over 200 delegates from the private and public sectors paid to attend this profitable conference.
For a business member organisation client, we have organised two annual forums. The format of the event was a dinner for partners, exhibitors and speakers the evening before the main conference which in turn was attended by in excess of 100 business people from the South East.
Our responsibilities included writing the event strategy and communications plan as well as the following event activities:
• Event branding
• Venue liaison
• Direct mail campaign
• Media relations
• Booking coordination and payment processing
• Speaker and exhibitor liaison
• Design and print management of all promotional materials
• Event attendance
• Event evaluation research, analysis and reporting
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Roadshows - On behalf of an economic development body from the USA, Springboard coordinated its first UK visit. The client wanted to target businesses within key business sectors with the objective of establishing economic development links. As well as assisting with the strategic planning process, Springboard worked as part of the State’s team to manage all activities relating to the delivery of a series of roadshow events. Five business breakfasts were organised on five consecutive days in cities across the UK. As well as providing our full event management package, we undertook all marketing communications activities including brochure copywriting, design and print, media relations, delegate research and post event evaluation. This client is returning to the UK twelve months later to repeat the successful process.
As part of a joint initiative between a Regional Development Agency and a business member organisation, Springboard delivered a series of twelve broadband breakfasts across the region for between 50 and 90 attendees at each event. Springboard’s role included venue coordination (identification, recommendation and liaison), management of the booking hotline, direct mail campaign to in excess of 15,000 members, exhibitor liaison and event attendance.
Opinion Former Events – Springboard has worked with a major UK telecommunications company since 1984. We are used to providing discreet, communications support for major events where the in-house team needs extra trustworthy help. The type of events include small private dinners, breakfast briefings, conferences and workshops.
Celebrations – On behalf of a client from the financial services sector, Springboard was responsible for the delivery of its fifteenth birthday party. The event was held at Jamie Oliver’s restaurant, Fifteen and was attended by over 100 guests, including journalists, customers and employees. We were responsible for all aspects of the event management including the sourcing of a unique, imaginative birthday cake, room decorations and birthday gifts.
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PR
Springboard provides a professional public relations, media relations and internal communications service. We have excellent experience of most aspects of PR and appreciate the trust placed in us by clients, to manage their reputation successfully.
Our PR skills encompass:
• Media relations – journalist briefings, site visits, press release research, writing and distribution, photography coordination and crisis management
• Public affairs
• Awards submissions
Our ISO 9001/2008 quality systems ensure efficient administration of PR activities.
Case Studies:
Springboard has worked with various divisions of a major Anglo/Dutch manufacturing company based in the UK; one of our key roles being to provide media relations support. Historically, although the client could see the benefits of editorial, it was of the opinion that it had few stories to tell. Through our other marketing work for the client, it became clear there were many ‘good news stories’ within the organisation – the challenge was to extract these from busy engineers. Having secured coverage for the first few articles, the benefits of editorial became apparent and the job became easier!
A client in the airline industry, appointed Springboard to manage the media launch of low cost flights from a local airport. As well as looking after the event management elements of this project, we undertook a media management role, co-ordinating journalist interviews, photo-calls etc. Coverage was obtained in the national, local and specialist trade press.
We have fulfilled the PR role on behalf of a regional, quality house builder. PR plans are produced for each site, comprising a combination of PR activities. We worked with the client’s design team to place advertising and produce brochures, managed show home openings and handled all associated media relations activities, often in conjunction with partnering estate agents.
Springboard’s work with the PR department of a leading internet bank comprised not only the writing and placement of articles but also the co-ordination of a journalist contact programme. This included one-to-one briefings, a series of journalist dinners attended by the client’s Chief Executive and Head of PR and a milestone event attended by national journalists.
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COMMUNITY RELATIONS
Springboard has developed a specialism in Community Relations particularly in relation to major infrastructure projects and economic renewal initiatives. Our marketing skills enable us to quickly identify and quantify all stakeholders and to appreciate the delicate interplay between multiple interest groups. The essence of good community relations is the ability to listen to and understand local perspectives and create strong bonds of trust with key stakeholders. Springboard is often involved at the earliest stages of a project, developing databases of important players and advising on the planning process. We then develop community communications plans as part of CSR activity and assist with their delivery. In some cases this can involve schools liaison, organising community events, public exhibitions and meetings etc. Springboard also provides a 24/7 telephone helpline service for major projects.
Case Studies:
Springboard has worked with one of the twelve largest water and sewerage companies in the country for the last ten years, fulfilling a community relations role.
Springboard’s task is to support the in-house Communications Team and to work in partnership with the client’s main contractors. We have been involved in developing a communications strategy for many schemes from initial design concept through construction to completion.
Typically this will encompass consultation with key opinion formers (local Councillors, MPs, local groups, Environment Agency etc) as well as local residents and landowners. Springboard builds and manages a contact database for each project to ensure timely and effective communications throughout the entire scheme. We also organise public exhibitions, supporting consultation material and project manage completion events.
Where appropriate, we recommend innovative public relations initiatives that fully involve target audiences. As an example, following the construction of a storm water tunnel, which caused disruption to the local community, Springboard organised a ‘tunnel walkthrough’ for local residents. As well being a ‘thank you’ to its neighbours, the client used this as an opportunity to raise funds for a local charity by offering a limited number of tickets to walk the tunnel, on a first come, first served basis. As well as the external benefits, this proved to be an excellent internal communications exercise, with the construction team being involved in the two-day event.
Springboard has worked with both the client and construction management company responsible for the largest railway infrastructure development in Europe.
As part of the community relations programme, Springboard provides a 24/7 helpline for local residents and businesses affected by construction works. Initially this provided a channel for the community to express concerns about the project, although as the relationship has developed, the helpline has become a ‘two-way’ channel, with residents being the ‘eyes and ears’ of our client on the ground.
Mindful of the safety implications of the new high-speed trains, Springboard has worked with the British Transport Police (BTP) to develop a public safety campaign targeted at school children along the corridor of the route. The ‘campaign included the production of a safety video and supporting promotional materials that are used by the BTP when visiting over 200 schools.
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