Case study: Ashridge Business School

Ashridge Business School is one of the top providers of tailored management development programmes in Europe. This organisation is at the forefront of increasing long term management and leadership capability of many large companies across both the public and private sectors. After a period of significant growth, it was recognised that in an increasing competitive market, the brand proposition needed to be reviewed to ensure that it was clear, appealing and distinct for an increasingly diverse and discerning client base.

We were engaged not only to review the existing position and to develop a refined proposition, but also to identify how this could be integrated into the business development process.

Marketing and Branding Solution

Stage one

Bespoke Marketing conducted both in-depth primary research, as well as secondary research, into the tailored market, our objectives included:

• to understand competitive positioning and marketing messages
• to gain an in-depth understanding of the buying process and selection criteria of experienced buyers of tailored development and in particular:
• critical points in the buying process “moments of truth”
• attitudes and relative importance of various selection criteria
• the role of key individuals o the type of relationship that buyers would like to have with providers
• what factors contribute to the best successful engagements

Stage two

This was then assessed on the basis of the client acquisition and retention process and appropriate interaction and interventions developed, some of the key areas covered include:

• The buying and selection process was divided into 13 logical steps, with focused interventions recommended at each stage.
• A manual was produced and trialled as a support document for all faculties.
• Workshops were conducted to share the research findings and to introduce the manual.
• A process has been put in place to gain feedback and evaluation on an ongoing basis.
• A more formal review and analysis of business lost has also been established.
• The marketing materials have been developed to take account of the refined proposition.
• This research has also informed the recruitment and selection criteria of new employees.

Benefits

One of the objectives was to increase the inherent understanding of the client's buying criteria across all staff and how their role impacted on the organisation's ability to deliver the brand experience. This can ultimately be utilised throughout the business on an ongoing basis and be reassessed over time to take account of any changes. The business development team at Ashridge has now doubled its pitch to win ratio.

Client Feedback

“Diana has a friendly and professional style and quickly gets to the bottom of complex issues. We were really pleased with the assignment and it has changed the way we think about and relate to our clients”

Paul Pinnington, Head of Tailored Programmes, Ashridge Business School (2003)