Creating a marketing strategy to ensure operational delivery of an integrated marketing plan.
CMO Centre provided an experienced, interim, part-time Marketing Director for Eagle Eye when they needed one.
Mini Case Study
Eagle Eye approached CMO Centre in 2013 to fill an interim need for a senior Marketing Consultant whilst they were working on the future strategy for the business. CMO Centre provided a senior Marketing Director level resource on a part-time basis to work in the business on creating marketing strategy and to ensure operational delivery of an integrated marketing plan. CMO Centre worked with Eagle Eye for 6 months until a full time Marketing Manager was recruited. During that time an integrated marketing campaign plan was put in place to target specific sectors and job titles, which culminated in an event that delivered above target registrations and attendee numbers.
CMO Centre provided an experienced, interim, part-time Marketing Director for Eagle Eye when they needed one.
Detailed Case Study
The Background
Eagle Eye solutions enable real-time digital promotions that enable
brands (retailers and restuaranteurs) to reduce costs, improve their customer offer and accelerate customer relationships through loyalty, promotions, vouchers and digital sales promotion campaigns. The Eagle Eye solution is used extensively by brands like Asda, Greggs, Clarks, Harvester and Thomas Pink. Eagle Eye employs 50 people across 2 offices in Guildford and Manchester.
For more information visit www.eagleeye.com.
The Requirement
The existing Eagle Eye Marketing Manager had left the business to seek a new career path. The Eagle Eye Management team were in the process of developing a fast growth strategy for the business through direct sales and channel sales so at the time did not want to do a straight replacement but did need ongoing Marketing support. The requirement was to have an experienced Marketing professional to work with the business to build marketing strategy and to support operational marketing delivery. CMO Centre was approached to provide a part-time experienced senior technology sector marketer to work as the Eagle Eye Head of Marketing on an interim basis for 6 months.
The Project
The CMO Centre resource worked with Eagle Eye on a one-day per week basis on site at their offices in Guildford but providing ad-hoc marketing support throughout the rest of the week as needed. The immediate requirement was to create a marketing strategy and operational plan. This was achieved in the shortest time enabling the plan to be executed from early on. The marketing strategy ensured that the core messaging was in place to target marketers within the retail and hospitality sectors as well as to support the channel partners marketing activity.
A cross channel operational campaign plan was created to build greater awareness amongst the target audience and deliver leads to the new sales team. A marketing database was acquired to kick off campaigns and start the process of opted in campaigns from a CRM and outbound email solution. Affiliations were made with relevant industry influencers to ensure that Eagle Eye was presented as broadly as possible to the target markets to create a big marketing footprint from a small marketing budget. A PR strategy was developed to targeted publications based on the internal creation of PR content distributed through the CMO Centre PR distribution services.
In addition Eagle Eye had started the process of finding a website development company to develop a new website, this project had stalled and the interim marketing director picked up project management through to completion with the external web design agency. The launch of the new website coincided with the successful campaign event and has provided Eagle Eye with a good CMS based website that can be easily content managed.
Throughout this interim contract CMO Centre network of marketing resources were used to support the delivery of cost effective campaigns where required.
The Results
- Part-time marketing resource delivering full-time marketing plan over 6 months
- A clear lead generation process implemented
- An operational campaign plan put in place delivering integrated multi-channel campaigns
- Channel marketing support provided for reseller channels
- A CMS based responsive website designed, developed and launched successfully
- A sold out event held in London to an audience of 80+
- A successful handover to the incoming full-time marketing manager
Client Quote
Phill Blundell, CEO, Eagle Eye “At the time we needed a expert interim marketing consultant, someone who could just turn up and achieve things from day one. CMO Centre delivered this and more, we got a great marketing strategy and plan as well as the deliverables we needed to see us through to the point it made sense to have a full-time Marketer again. CMO Centre offers a pragmatic yet expert interim solution to businesses like ours.”