Mitchell Hall

Client Requirement:

Within a fiercely competitive marketplace, Mitchell Hall conference, events and training centre at Cranfield, Beds needed to find ways to capture business more effectively.

Direct mail had formed the backbone of the marketing effort, and BCQ were initially commissioned to produce mailers for Mitchell Hall; however, with only a limited budget available, we quickly began to look at more effective ways to market the centre.

The Solution:

We found that bookings were mainly coming in via the Mitchell Hall website, so it made sense to invest in web-based solutions.

The client accepted our proposal, and we developed a new web marketing strategy for Mitchell Hall – an exciting and inviting website with wide ranging information about the centre, affiliate marketing, web banners and email campaigns.

The Benefits:

• The new website massively increased cross-selling opportunity: those looking at accommodation were reminded of conference and wedding facilities at any given point on the site.
• Email marketing took the same approach – where the focus of an individual mail may be conferencing - banquets, weddings and accommodation facilities were also accessible from click-throughs to the parent site. (BCQ also sourced new email lists).
• The first email campaign secured a booking that funded the entire campaign for a year.
• The client dramatically reduced its need for print; brochures are now downloadable.
• We helped to increase Mitchell Hall's ROI through the creation of data capture areas on the website; invitations to breakfast business clubs and enhanced online booking allowed the client to gather customer data quickly and easily – while creating interest and demand for services.
• Within content managed areas, the client can use the site to advertise new events and services at will.

"BCQ's understanding of our target markets was spot-on. Any new marketing strategy is a gamble – but in getting to grips with what makes our customers tick, they made it a calculated one. Because of our pro-active web presence, we're now reaping some substantial rewards for our investment. "