Marketing Message Development
17 Oct 2005
Increasing Pennard Hill Farm Revinue
Project to identify new target markets, products and services for Pennard Hill Farm a B&B located near Glastonbury.- Personal development – providing health club retreat type services
- Corporate training & conference facilities - providing better mid week utilisation
- Weddings - utilising Tipi's and high end outdoor facilities
- Glastonbury music festival - exclusive high quality accommodation during festival
- B&B week day focus local SME’s - approaching local industry and offering specialist accommodation for executives.
- Web and promotional development to more effectively outline these services
- CRM - development of newsletter and offers for core clients.
Using a blend of interim management, coaching, training delivery , web development and bespoke marketing projects over a 12 month period. A £5,000.00 grand subsidy was obtained from Somerset business link to assit in the delivery of:
1. Personal development project. NMI facilitated cooperation with a joint venture partner providing relevant technical and commercial expertise. Promotion, administration and delivery to be managed by Pennard. Client and third party not yet convinced / engaged by incumbent relationship. Outcome. We are redesigning proposition to retain internal control and development of this project.
2. Corporate development project – refer to Training Case studies AFPAA and RBS for further details.
3. Weddings. 2 so far this year
4. Glastonbury Music festival project (Jan 05) Launching a new product providing Tipi's with high comfort family values.
5. B&B – networking & Database projects. Client too busy to address.
6. Web site project launched early Nov 04 development ongoing and self managed by client. Pennard Hill Farm
Misc other projects include established T&C’s, Safety Policy and managed facilities during Client holiday.
Summary. Pennard is steadily moving forward with enthusiasm and constructive zeal they are very confident of continuing revenue improvements plus continued growth with minimal investment.
Client has benefited from:
• Between 29-46% uplift in sales revenue
• Between 45-57% uplift in the bid to win ratio of corporate proposals
• Better understanding of Buying Cycles in all project areas
• Better forecast accuracy
• Increased pipeline / better quality pipeline
• Better appreciation of marketing and sales processes
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