Marketing strategy development and implementation - The Magdalen Project
Background
There’s nowhere quite like The Magdalen Project. Situated in stunning countryside on the Somerset/Devon border, The Magdalen Project is both a resource for learning and a place to experience, in addition to being an organic farm selling organic produce. Set in a conservation area of 130 acres, the vision at Magdalen is to create a vibrant, inspirational environment to be enjoyed by as many people as possible. Carefully restored and converted farm buildings provide for a conference and residential centre together with teaching and seminar rooms.
The need
The Magdalen Project had grown from an organic farm into a sophisticated venue for learning and now recognised the need to drive both businesses forward. Key targets included:
- An increase in turnover of 30%
- The introduction of a pricing policy, which reflected the value the business produced to the customer
- Launching packaged products and services
- The targeting of new customers with new products
- A clearer focus on the more profitable and sustainable clients
The solution
A full strategic review at the start of the project enabled Consultant Ann Holman to create a marketing strategy, which outlines the key approach to delivering the targets. The review encompassed customers, markets, trends, competitors and products, including – critically – the capabilities within the company to deliver the expectations being set.
Following on from this strategic review a staff event was held to:
- Communicate the new marketing strategy
- Facilitate an environment where people think and work as a team towards the common goals in the Marketing Strategy
- Gain feedback on and commitment to the marketing strategy
- Create energy and enthusiasm around the project
- Ensure management had three actions to improve teamwork by the end of the day.
Three teams were created to implement the marketing strategy over a six-month period, stimulating productive teamwork, buy in and ownership of the project.
The result
“Our consultant Ann Holman really helped clarify our client groups, set out clear, achievable goals and focussed the staff team to make the changes happen.
Her input was a catalyst for change, both in the team and also in the practical application of the marketing strategy. I look forward to working with Ann again in the next stage of our growth.”
Gyles Morris - Head Honcho, The Magdalen Project
Get in touch to arrange a free initial meeting or to find out more
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