Case study: Centrex

Centrex is the Central Police Training and Development Authority. Since it's relaunch in April 2002 from the National Police Training, the organisation and Centrex brand have undergone a period of uncertainty and increasing confusion - this confusion was evident both internally and externally throughout the stakeholder community.

The new External Requirements team in place during 2003, has attempted to understand the real issues surrounding this position and to identify options to take the organisation forward and engaged us to add value and undertake discrete assignments within the overall Marketing Communications project. This programme has involved extensive dialogue, discussion and review at all levels and with all stakeholders.

The objective has been to develop a future strategic direction for the brand and also supporting marketing communications programme that is in line with the overall objectives of the organisation.

Corporate Branding Strategy - project outcomes

• Brand audit
• Initial communications assessment
• Review of customer events and event strategy
• Brand development options
• Customer research of the buying process, brand and organisational perceptions
• Internet strategy
• Overarching communications strategy
• Resource implications of the overall strategy

Benefits

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:

• Refocus of Centrex brand.
• Use of buying and decision making model to inform ongoing communications and relationship management strategies.
• Implications of communications strategy of resources - capability and structure.
• Step change in brand engagement and experience understanding.