PTR is a well-established, independent IT training company based in Wokingham, Berkshire. After many successful years this family owned business asked Jerome-Ball to look at putting a marketing function into the business.
After an exploratory meeting and some initial research it was clear that PTR faced increasing competition from much larger training companies who had acquired many of the smaller independents to gain market share. These larger companies with more resources had much better marketing strategies and were gaining better awareness.
We decided to put in place a marketing strategy that communicated the PTR offer and unique service features to both the current customer database and to the larger IT industry sector. We aimed to reassure the current faithful clients, and perhaps entice back some previous companies that used PTR in the past. We also hoped that by using a mix of advertising, direct mail and online marketing we would raise the awareness of PTR in the sector and place them on IT professionals radars.
The whole PTR offer was looked at to ensure that the offer was in-line with the customers' needs and expectations. Some individual service products were re-named and re-defined to give the customers more options to buy. An updated identity was created to give the company a more modern and friendly feel which reflected the companies culture more faithfully. Printed quarterly schedules are produced and mailed to the newly established and expanding marketing database along with small mailers and individual product mailers.
Online communications channels were also established with regular and timely eNewsletters sent out to the marketing database with featured courses, offers and training course information.
This structured and relatively inexpensive strategy quickly raised the awareness of PTR's training services and added many more contacts to their regular customer database.
Jerome-Ball continues to work with PTR to keep their message out in the marketplace during very difficult times in the training industry sector.
www.ptr.co.uk/ |
