Case Study: ICD007: Improving the Effectiveness of Campaign Management
Drivers
- Streamline the marketing campaign management process
- Identify key contributors to the process
- Prepare for internal “outsourcing” of the process
The client, a leading financial services organisation, identified a need to address their internal efficiencies associated with their existing marketing campaign management process. Integrating input from a multitude of departments across the organisation, there was no clear structure, process or reporting line within campaigns to allow them to run quickly and effectively bringing new products and services to market in realistic timescales.
Inputs
- Facilitated workshops
- Qualitative interviews
- Process mapping
The ICD Partnership’s team of consultants undertook a full review of the organisation’s existing process, identifying key individuals, consulting on the critical roles and desired reporting lines. Cross checking against industry compliance regulations, a full project management process for marketing campaigns was identified and mapped out to allow the marketing department to “outsource” the project management function of the campaign to a non-marketing professional within the business.
Deliverables
- Full Microsoft project plan template
- Project role descriptions
- Defined ownership and accountabilities
- Clear compliance procedures and individuals responsible
The organisation received a fully documented campaign management process with all roles identified, all activities mapped out and scheduled, integrated within a Microsoft project plan and accompanied by a campaign management manual.
Outputs
- Campaign process halved in duration
- Campaign costs reduced
- Internal workload clearer allowing for improved planning
- Improved internal communications
- Increased efficiency
As a result the organisation was able to reduce the duration of their campaign management activities by 50%, increasing profitability and workforce efficiency while enabling products and services to reach the market more easily. In a highly competitive financial services market, where speed to execution is critical, this has placed the organisation at a competitive advantage with respect to new product development processes and industry compliance.