Having seen the results, Digital Messaging is now the last thing I would cut from my marketing budget.

- Elke Anderson
Blue Sky Consulting

Background
UK CRM consulting firm Blue Sky Consulting (www.blue-sky.co.uk) was looking to grow its business through the acquisition of new clients and increasing the value of its existing ones. It had recently launched a new brand but had low market awareness.

Objective
The company’s marketing objectives were to:

	Raise its brand awareness.
	Position itself as the leading consulting firm in its market.
	Better understand the market and its opportunities.
	Generate leads for new business.

Solution
Frontwire delivered a solution that centred on The Blue Sky Informer, a regular e-mail delivering independent industry news, events and careers openings. Between these value added campaigns it interspersed research questionnaires and invitations to seminars.
The solution was developed and delivered by:

	Establishing an effective cross company project team to develop a powerful Digital Messaging strategy.
	Building a permission based e-Contact list that was promoting the news service using response based post cards as inserts in industry magazines and at trade shows. The show was also promoted via the website, with an ‘Opt-In’ microsite
	Recruiting the editor of the leading industry magazine to provide the latest news, thus engaging prospects with valuable information.
	Testing various editorial and design formats with a test group of prospects and customers.
	Running additional research campaigns asking subscribers to visit routed online questionnaires.
	Running invitation campaigns to drive prospects to Blue Sky road shows around the UK.

Results
The Informer has been running regularly since November 1999 and has built up a great deal of loyalty among its subscribers. Its successes include:

	A subscriber base that grows every week through word of mouth referrals.
	Significant augmentation of Blue Sky’s brand awareness.
	Improvement of the company’s position as the clear market leader.
	Online surveys having been featured in the Financial Times, further raising Blue Sky’s profile.
	Developing deeper relationships with its existing customers by providing them with value added information.
	Promoting several highly successful road shows, generating a strong pipeline of leads.

© frontwire 2006

An Opt-In microsite gathers permission online.

The Blue Sky Informer delivers independent industry news building Blue Sky’s brand and position.

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