Our client is a start-up, providing a range of creative arts therapies in a variety of settings – from schools and nurseries, through to adoption services and hospitals. Since working alongside us, they have experienced steady growth since conception.
What they needed
In a field primarily dominated by freelancers, our client hoped to create competitive advantage by providing therapy packages with consistent, measurable and proven results. They have a highly scalable business model based on working with contracted therapists, and needed a business development strategy to support their rapid growth. Our client also needed to balance the ethics required within their sector with the need to build new business relationships.
Whilst our client had existing relationships with a few schools within the Birmingham region, as a new venture, they had few additional contacts and limited awareness outside of these existing relationships. They wanted to expand their reach but didn’t have the business development capabilities to leverage their unique proposition. They needed a partner to a holistic, wrap-around business development service to flexibly support their on-going growth.
What we did
Building upon our knowledge and understanding of the education sector, we used a range of data mapping techniques to create a tailored database of primary schools. We extensively profiled and segmented data, by looking factors such as pupil premium funding allocations, location, number of SEN places and whether the school has academy status.
Our focus was arranging face-to-face appointments with decision makers and using content (for example research papers) to nurture leads and build interest in music therapy as an element of SEN provision. To increase engagement, we targeted multiple decision makers in each school; while Head Teachers make final purchasing decisions, we also gathered details for other influencers (such as SEN co-ordinators) who could drive interest internally.
We also helped our client analyse their sales process to improve conversions and increase engagement. Our client’s offering is an innovative service within the schools market, with few schools current offering creative arts therapies as part of their SEN provision. This meant the sales process was proving labour intensive and initial meetings were often focussed more on explaining the role of these therapies rather than promoting our client as a provider. We therefore recommended the use of twilight events to help educate, inform and engage. These twilight events effectively allowed our client to educate and engage a room full of engaged decision makers, before being followed up with more sales focussed meetings. We assisted with the event planning, analysing the density of schools across different regions, as well as reviewing the available budget across these schools. Taking into consideration travel routes, we then recommended the best event locations. We managed the full event promotion process using emails, telemarketing and an event microsite to drive registration for the events.
What we achieved
Due to our support, our client has experienced steady growth year on year. They have closed more than £20 for every £1 spent with us, with more still in the pipeline. Across the course of our relationship we have generated 200 leads and helped drive attendance at six successful events. As a result of our success in the schools market we have also broadened out the scope of our business development to explore entirely new sectors, such as brain injury solicitors and adoption services.