Campaign management of an entire product range
The range of BBC Bitesize revision books had been losing market share in schools in the previous two years due to increased competition and limited marketing spend. The objective was to halt this decline in sales and maintain current market share position. There was not enough resource internally to look after this product range but the marketing requirements were not big enough to warrant employing another full-time person.
Over a year (3-8 days in some months or none at all in others) I was brought in to devise a marketing plan, set the sales budget and run the promotional campaigns. The initial research and planning was completed in consultation with the existing marketing team and then five promotional campaigns were implemented throughout the year. I worked as part of the existing team so could make use of all in-house systems and resources thus making the most of overhead spend and keeping costs to a minimum.
The result of this work turned a 15% drop in sales from 05-06 into a 17% increase in sales from 06 – 07. The existing team could focus their energy on the main marketing activities of the business, safe in the knowledge that this product range was being managed properly.