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Case studies
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Royal Mail
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Every 10 years an international exhibition, hosted by Royal Mail, takes place in London. Exhibitors are drawn from the world's national Post Offices, international traders and auction houses, the world's foremost philatelists, as well as some of the most renowned collections. The Stamp Show 2000 took place at Earls Court in May 2000 to great critical acclaim from the stamp press, collectors, exhibitors and the general public.
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The task was to take on all aspects of the management of the show, which had a budget of £8m, including project management, stakeholder management, communications, sale of space, and organisation of the exhibition. A small project team was drawn together from within Royal Mail, that dealt with the show's organisation and execution, bringing it in on time and within budget.
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Capita Group plc
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Most central government contracts have a review stage built into them, typically within 18 months to 2 years into the contract. This provides an opportunity to review operations to ensure they are contributing to the overall success of the contract.
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The task here was to undertake a review of marketing activity and expenditure within a specific contract in preparation for the review stage. It became clear that the contract was significantly different to those Capita typically delivers, and that it required a more commercial focus in order to deliver the required services. This review resulted in the appointment of a head of operations drawn from the commercial world, and the contract is now exceeding its targets.
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NAAFI
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NAAFI, the retail, catering and leisure provider to the British Forces, is working closely with the MOD to update the catering and leisure facilities on German army bases. As well as updating the style and menus of the outlets, the MOD is introducing a new charging mechanism.
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There were two key elements to this project, the delivery of the first trial site - communicating the new charging mechanism, and branding and launching the refurbished catering outlets.
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A communications working group was set up involving the MOD project team, representatives from the trial site and key NAAFI team members. This group contributed significantly to the excellent working relationship that was developed across the three stakeholders. The complex messages were communicated within the trial site and across the British Army in Germany, and were understood and welcomed across all ranks.
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Branding was developed for the refurbished outlets, reflecting the image and values of each unit. Merchandising and point of sale was generated, and a range of launch activities marked their openings. Each outlet was provided with a set of brand guidelines and an outline marketing and promotional plan for the following 9 months.
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Securicor
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Securicor was undergoing a change of focus to become more market oriented. To do this they needed to understand their current sales and marketing activities and how they impacted on customers' likelihood to renew their contracts.
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The project involved talking to customer-facing staff, statistical analysis, and benchmarking. Recommendations were made to enhance the contract renewal process and to revise the new customer acquisition process.
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