What does UKCouncil do?
Over recent years with the increased penetration of the internet into homes and the increase in the use of broadband, the Government has been setting targets for local and regional councils to make more of their workings and services available over the internet.
One way of doing this has been to webcast council and committee meetings either live or via archives. This helps people “attend” meetings where otherwise they may not be able to do so because of distance, disability, or just time constraints.
UKCouncil has developed specialised technologies and expertise to help councils achieve these targets by providing integrated solutions for streaming broadcasts.
The early days
When UKCouncil was founded the first priority was to develop the software and hardware, but it also needed to have sales and marketing expertise on board to help plan, to set up, and create its sales and marketing team.
Target markets of local and regional government along with the national political parties, and organisations such as The Society of Local Authority Chief Executives (SOLACE), and other institutions had to be contacted, and long term campaigns established. These activities had to be integrated with the overall business plan.
With limited time, financial resources, and relevant expertise it was difficult for the UKCouncil management team to work on the sales and marketing aspects of the business.
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How did we help?
To bridge the gap between start-up and its fully operational sales and marketing function pharos worked with UKCouncil’s Chief Executive and board to produce the marketing and sales plan, followed by implementing that plan and creating the sales and marketing team. The plan addressed the mechanisms for reaching the target audience and the cost versus revenue equations.
Marketing material such as presentations, printed material and demonstration facilities were created. Identification of target customers by name and job function were then targeted by direct mail and followed up by sales visits.
A mixed sales team of employee and independent sales consultants was set up covering the whole of England, Scotland, and Ireland. Sales to Local Government inevitably involves long lead times and the delicate understanding of political imperatives. During pharos’ tenure of this project, a number of contracts were agreed including the Local Government Association and several councils. Every target customer had five named individuals with different functions identified and set up on the marketing database along with individualised direct mail material reflecting their particular role.
A combination of planning and systems set-up, with direct sales activity kept momentum and progress vital to subsequent rounds of fund raising.
As additional funds were raised from investors, the team could be expanded and when handed over to UKCouncil’s own growing team the project was well on the way to it’s current ongoing success as reflected in the managing director’s comments above and the major position the company has established in this market. |
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