Situation
A national human resource consultancy that had been operating on a lean resourcing structure recognised the need to put external communication systems in place. Not only did it need an extra pair of hands to do this, but it also needed someone with the right skills level and market knowledge to give the programme the attention to detail that is required of clients in the professional services sector.
Solution
The consultancy developed a relationship with a freelance marketing manager, who assisted them on a day-per-week basis. The marketing manager used this time to put in place a quarterly ezine and carefully segmented eshots that enabled the organisation to keep in touch with its clients in a highly personalised, yet cost-effective manner.
Benefits
The marketing manager seeks out, researches, writes and edits articles for the ezine. This has given the firm opportunities to keep in touch with its client base, which go beyond the primary objective of the communication programme. The articles also provide a constant supply of case studies, client testimonials, and threads of ideas for service development and targeted eshots. What is more, the ezine has led to direct requests for assistance from clients and has contributed to a year-on-year increase in turnover. |
