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Case Study – Strategic Marketing Planning

Case Study

The Challenge

We were approached by the business to assist in the marketing of a service improvement in order to expand market share within a niche segment and for the growth of an allied service.

What We Did

In order to determine the state of play both internally and externally, we developed a situation analysis. The process involved both internal and external analysis including interviewing key stakeholders, existing and defected clients and evaluating the external environment such as the political and economic factors that could influence the future of the market and the overall success of the services.

Outcome/Results

Marketing Sense were then able to present to the board on the current situation of their market place including barriers to entry, pricing options, service differentiation options, competitor weaknesses, market forecasts, demographic growth and potential unique points of difference for the service.

The situation analysis also included a detailed gap analysis whereby we identified key gaps in their existing marketing processes that were directly impacting revenue and we also identified key areas of opportunity that the business was currently missing out on.

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We especially liked the flexibility of outsourcing and having access to your expertise as and when we needed. For an organisation like us, this really meant we were able to manage our budget accordingly and not have to worry about the ongoing costs of hiring permanent staff or indeed finding a desk!
Laura WrenBusiness Manager, Mount Sinai College
As an IT company with an internal marketing team we thought we had our marketing nailed. We had regular social media posts but weren’t seeing those translated into meaningful brand awareness or business opportunities. It was time to review what we doing and how we were doing it.Marketing Sense was engaged to review, advise and redirect our attention to where our potential opportunities lie. As a result of their expertise and experience we’ve been better able to identify our customer profile, our unique value proposition and, position our product offering in a more meaningful way.We will continue to engage Marketing Sense for strategic marketing planning as we further our expansion.
Lyndal KennedyChief Financial Officer, FactorInteractive
Your strategic and tactical advice and planning for the launch of our new Early Learning Centre ensured we received additional enrolments, which helped us to achieve our budget.
Kath Boyd,Director, MSC Early Learning Centre
Sara developed and presented a strategic marketing planning workshop. The content and ideas she shared with the leadership team were incredibly valuable. As our service is so diverse, it can be difficult for our staff to see the ‘big picture’ of what is going on in our organisation. Sara presented the team with some tough concepts, but her professionalism and approachability created an atmosphere that was conducive to great discussion and the development of our marketing capability. Sara’s research, attention to detail and industry knowledge all came together to put us all on the same page and understand where we are now and where we need to be.
Sara FieldCommunity Links
Sara Berry is a very talented and innovative strategic marketing consultant. Sara has helped our business immensely with her deep understanding of our group of social enterprises, strategic goals and our team.
Larissa RobertsonManaging Director, SCO Recruitment
I am pleased to highly recommend Sara Berry from Marketing Sense. Her knowledge and experience in the area of marketing has been extremely helpful and beneficial to our marketing campaign. Modfab is grateful for Sara’s explicit knowledge of our company’s marketing needs and how best to implement strategies.
Heike RobertsDirector, Modfab Pty Ltd
Sara recently helped over 10 local organisations as part of our digital mentoring program. She goes above and beyond, to understand each business, the market and find a solution that will work to achieve specific goals within the organisations capacity and capabilities. Sara is my go to for marketing and social media support!
Sarah WilsonBusiness Development Manager, Access Community Group
Sara – with her perceptive listening, ability to pluck entertaining anecdotes from the depths of her previous experience to illustrate a point and thoroughly energetic problem-solving approach, is like a bright magnifying glass, right onto our blind spot.
Mimi HanOwner, Honest Coffee
Following massive funding cuts and imminent closure, the Marketing Sense mini marketing plan was an absolute lifeline for us. The marketing planning process helped us to really understand our market and the services that our clients needed. We were able to finesse our services and increase our reach in the community and using the tactics developed from the plan, we increased social platform followers and mailing list sign ups by 400%. Sara also developed a comprehensive sponsorship program, which resulted in the Centre raising $30,000. In addition, as a direct result of our adoption of self-sufficient funding, the Centre secured youth funding the following year! I highly recommend the mini marketing plan – not a minute or a $ is wasted!
Emily MessiehManager, Thirroul Neighbourhood Centre
Your marketing skills, knowledge and ideas are excellent! I can highly recommend Marketing Sense – as a small business owner they have helped me immensely.
Emma RhodesOwner, Emma’s Soaps
Marketing Sense has greatly assisted us to reflect on how we can better communicate to our members. Being so close to our business it was hard to see what we needed, but Sara has shone a light and offered invaluable insight, energy and marketing experience to help us to develop a marketing strategy that is right for us.
Jane CaldwellFlame Tree Community Food Co-operative
We worked in partnership with Marketing Sense on an in-depth situation analysis and mini marketing plan for our two photographic businesses. Sara’s years of commercial experience meant that she had the skill to understand our specific business needs – she does not do cookie-cutter, it’s all customised and in-depth and affordable. In fact, the main reason we chose to work with Sara was because it was evident from our first meeting that her approach would be tailored and relevant to our needs. She ‘got it’ immediately! The focused marketing planning process has meant we achieved our objectives and the new clients we wanted!
Mark NolanOwner, Mark Nolan Photography
The mini marketing plan really helped us to stay focused, stay the course and achieve our goals. Sara has a real ability to quickly understand and immerse herself in the product and as a result readily identified not just the low hanging fruit but also the higher hanging fruit. She is passionate and energetic and worked incredibly hard to understand our culture in order to really maximise from the marketing planning process.
Josh Hamman,General Manager, Lighthouse
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