NDC Training is a specialist in health, safety and environmental compliance, and the effective implementation of integrated management systems (IMS). It delivers this through onsite and offsite training courses, consultancy and e-learning. Based in the South West, its clients range from 5 person SMEs to blue chip organisations.
Get bums on seats
Initially for its training courses, NDC needed to generate leads to ‘get bums on seats’. It wanted to do this through email marketing campaigns to both new and existing customers. It addition to this it wanted to take a strategic view of its wider marketing as well as doing some upfront work to analyse competitors, its target market and position itself in the marketplace.
As a first project Xander Marketing wrote a Marketing Strategy for NDC. The strategy:
Developed USPs for NDC
Analysed the target market
Undertook a SWOT analysis
Undertook a market opportunity appraisal of NVQ training
Developed an initial 6 month email marketing campaign
Within 2 days of or receiving the comprehensive Marketing Strategy NDC engaged Xander Marketing to deliver a 6 month email marketing campaign.
Successful Email Marketing Campaigns
The email marketing campaigns started in October 2009. They are focused on generating leads. Each campaign has a 2 page PDF on a thought provoking, topical subject related to NDC’s offerings. By giving away this information and using the principle that anyone that downloads a PDF may be interested in NDC’s services Xander Marketing was able to generate ‘warm leads’ for tele-marketers to follow up.
10 ways to get fined by the HSE
Risk Assessments – this document is worth £14,614
*Industry average open rate 15% **Industry average click through rate 4%
Xander Marketing is now supporting NDC with a variety of other marketing.