This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Friends House – Strategic Sales and Marketing Audit
Assignment
As the UK head office of the Quaker Church, the Head of Commercial Services sought our advice to undertake an independent audit and market appraisal on the ‘event space’ including a review of the Events team structure. As part of this ‘Ten-year strategy,’ it was important that the future ‘Events’ income would continue to deliver a significant ‘contribution’ to the Church’s overall central and regional costs up to 2027.
During this 15 day assignment, we reviewed the following:-
- Gained a deeper understanding of financial revenues, processes and sales procedures by interviewing staff both collectively and on a one-to-one basis.
- Engaged with a number of Friends House current clients to establish what position if any they had in their thinking when placing conferences and events at this venue.
- Reviewed the current marketing activity, budget allocation and how this expenditure could be proportioned more effectively in the future across PR, Social Media and e-marketing activity.
- Invited leading Production, AV and logistics agencies to assess their thoughts on ‘The Light’ the main conference space which can accommodate up to 1000 delegates at Friends House.
Output and Results
Amongst many others our key recommendations were as follows:-
- A more structured DDR including a more favourable pricing policy for loyal clients, including a structured discounted policy model for ‘High, Mid and Low’ season rates.
- More efficient and pro-active team structure with a dedicated BDM from a strong venues background, including regular reviews of staff KPI’s which would lead to holding staff more accountable for achieving both individual and team targets.
- Suggested a series of marketing and sales initiatives to engage with selective sales channels, who had similar values to the Quaker ethos and organisation.
- Commission a PR freelance Consultant to re-launch ‘The Light’ as well as ensure all future marketing expenditure could be measured effectively to deliver ROI.