A National 3^rd Level Institution, National College of Ireland (NCI) approached Double LM for assistance in recruiting part-time students for 2006/07 academic year. It was practical and more cost effective for NCI to outsource this campaign due to the time constraints and nature of the project.

Mailshots

A large mail shot was sent out targeted at individuals and companies in various professional and non-professional sectors that had expressed an interest in courses available by the college namely Business, Finance, IT and Human Resource.

Training

Specific software training was provided by NCI to familiarise Double LM with their in house system. We were able to log onto the NCI CRM system and record queries that ranged from academic, accommodation, post grad and fee enquiries.  By using this system, NCI were able to identify the type of calls been recorded and analyse this information continuously to identify the trends and requirements of the respondents.

An enquiry number was set up. This dedicated 1850 number, which was advertised on brochures and National media, which included radio and newspapers, was diverted to offices of Double LM in Athlone. Enquirers were not aware that the calls were been answered from a remote office. This ensured a seamless integration for the college. All calls were handled in a professional and competent manner. Initially the campaign was dealing with only part-time course enquiries but due to the efficiency and expertise of the staff all reception calls were later diverted to the 1850 number.

Methodology

It was essential to obtain as much detailed information as possible to ensure that queries were handled swiftly. This information was used for research in the latter part of the project. The advertising response was enormous which resulted in the calls been processed in the following manner:

• Enquiry Details Received by Double LM
• Candidates Details logged on NCI CRM System
• Brochure/Application Form Sent out

• Follow up call with Enquirer within 5 Days

• If no contact was made, left a detailed message
• Ensure information has been received and is correct
• Any other queries noted

As the campaign progressed staff grew more confident and familiar with requirements of NCI and were able to advise on best practice to achieve their marketing objectives.

Customer Satisfaction Surveys

One of our prestigious clients was rolling out PC’s and IT Infrastructure to Her Majesty’s Customs and Excise (HMC&E), which was a nationwide task. The roll out was undertaken in 22 collection points throughout the UK and our client wanted to identify strengths and weaknesses in the roll out to ensure that subsequent sites did not experience similar problems. A representative sample was targeted and random surveys were undertaken to the new users. Key areas of the roll out were analysed and findings were forwarded back to the client and acted upon. There were over 3000 surveys completed and analysed.

The campaign was so successful that after the initial few roll outs the majority of teething problems experienced were eradicated and the users complimented subsequent rollouts. Additional market intelligence campaigns were introduced to ensure the smooth running of this task.


Appointment Setting

A national 3rd level institution approached Double LM Ltd. to assist them in making appointments to undertake presentations to Leaving Certificate students. A complete database of all the secondary schools in Ireland was supplied. Double LM then phoned the list and identified the Careers Guidance Counsellors. These were then professionally presented to and a convenient time was agreed between both parties. A half hour presentation was given to those students planning to further their education. Those requesting appointments were sent back to the client on a daily basis and diarised. It was meticulously phoned to ensure that the complete database was targeted at different times. The new data was used for other direct marketing purposes.

Due to the success of the above campaign, the student liaison officer asked us to follow up on those students that had enquired about undertaking courses in the college. We were able to identify those that were genuinely interested and ensured that the correct information was sent out and followed up in a timely fashion to register them for this academic year. All those that were called were either enrolled or categorised for future marketing purposes. We were able to tidy up the entire list for the college which preserved their well earned reputation for efficiency and professionalism.

Seminar Invitations- Case Study

The UK government was encouraging local councils throughout the UK to adapt strategies for e-Government that would standardise the sytems within local government. Our client offered seminars at different locations throughout the UK to inform them of the new requirements. A database was supplied and updated by Double L M Limited; a mail shot went out inviting key decision makers within the councils to attend. The result of telemarketing ensured that the event was well attended and there was a 14% response rate due to telemarketing. From direct mail alone the response was 2.5%. As a result of an excellent turn out for the seminars our client was in a position to identify and tender for new business.

Database Management- Case Study

A major software provider to the Telecommunications industry wanted to promote its pricing and billing software. A global database was supplied to us containing company names, addresses and telephone numbers. We identified key decision makers which included International Roaming Managers and Head of Billing personnel. A subsequent well targeted mail shot followed, and as a result of the accuracy of the updated database new business opportunities were identified.