CASE STUDY – State Of Origin Rugby League – Legends Club
Background
• Rugby League’s annual Interstate clash between NSW & QLD had fast become the pinnacle of provincial domestic sport in Australia. Corporate Hospitality sales for the event had suffered due dramatic move from the corporate friendly Sydney Football Stadium at Moore Park to the bigger Stadium Australia in Homebush. Map Sports Managing Director was bought in to build a sustainable event that catered to SME and middle management for the fixture.
Assignment
• Create an event that could cater for ‘white collar’ middle management and SME blue Collar business whilst maintaining set per head investment budgets.
Results
Event sold out 2 weeks prior to event taking place with 400 corporate in attendance on the night. This was achieved through maintaining a low event cost structure, allowing target audience to buy in greater numbers which also kept cost of sale low. Event received excellent promotion and exposure through media partners 2GB and Big League magazine which was supported and reinforced through a dedicated sales team. Launch event was deemed a success with further expenditure below the line and a larger venue led to year on year increases for the event.
Map Consulting has developed a proven approach and structure when formulating solutions to a client’s marketing issues. With competencies across above and below the line marketing, public relations, media buying, licensing, telemarketing, design, channel distribution and tracking, Map Consulting has the ability to deliver your marketing plan from concept through to evaluation.
“I had worked with Map Consulting on a number of event and hospitality packages over the past couple of years and always found their work professionally executed with a high degree of quality. Most recently Andrew has overseen a marketing campaign that was designed to underpin a branding and awareness objective. From the very start, Map Consulting responded to tight deadlines and met expectation along the way, across all marketing disciplines. We look forward to continuing our association with Andrew and his team at Map Consulting.”
Jason Whitaker, GM Sims Metal Management, Australia
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CASE STUDY – “Cash 4 Scrap” Promotion – Sims Metal Management
Background
Sims Metal Management employed Map Consulting to assist in the development and implementation of a strategic marketing pilot into a regional market. The pilot was aligned to a three phase strategy incorporating a major investment in customer service, site upgrade and brand building.
Assignment
- Through securing ‘simplistic’ communication opportunities, utilised different media to initially drive awareness of the ‘Cash 4 scrap’ promotion.
- Working closely with web and artwork designers, media buyers, press, advertising agencies, promotional organisations, telemarketing agency and script writers in projecting the message through the channels that best met the needs of the audience. Determined frequency of media and overall look and feel of the above the line campaign with Sims Metal.
- Managed the operational side of the program within a tight timeframe and budget.
- Overseeing forecasting conditions ensuring delivery of the program within time frame and budget.
- Outsourced inbound calls to telemarketing agency and ensured deliver of key messages, qualification of callers and quality data capture.
- Worked with HR in developing and communicating a customer service training model to regional staff.
Results
Designed a strategic marketing campaign that utilised multiple forms of media to build awareness of the scrap metal brand. Implemented and monitored a dedicated telemarketing agency that qualified leads for sales agents. Rolled out training for staff to better understand customer service, incorporating delivery of new uniforms as an incentive and to also support key marketing messages. Construction and maintenance of fully operational website with full CMS and CRM capabilities.