Specsavers. Angus Jenkinson Professor of Integrated Marketing Luton Business School
|
|
- Amberly Fleming
- 5 years ago
- Views:
Transcription
1 Specsavers an integrated marketing business model Specsavers Optical Group has grown into the fifth biggest optical retailer worldwide through clear, consistent, and simple business model, which encourages Integrated Marketing. Honesty and motivation drives organisation success. Angus Jenkinson Professor of Integrated Marketing Luton Business School Branko Sain Research Fellow in Integrated Marketing The Centre for Integrated Marketing has been funded by industry to research best practice and develop intellectual and other tools on behalf of leading marketers and their agencies.
2 Contents Highlights 3 Integrated Marketing learning points 3 The story 3 Cutting through 4 Honesty and motivation 4 Partnership 5 The power of values 5 Clarity, consistency, simplicity 6 The value of communications 6 Success 7 Executive takeaway 7 Notes 8 Integrated Marketing is an holistic discipline that inspires coherent and creative organisation, culture and brand alignment around fundamental truths of the brand to deliver value to customers, employees and the organisation. Permission is given for this paper to be copied, forwarded, distributed or quoted from provided that the authorship is acknowledged. Centre for Integrated Marketing, University of Luton 21/02/2003 Page 2
3 Highlights Opticians have historically been either independent or worked in small chains. Only a few have achieved national coverage. The Specsavers business solution enables professionals to enjoy professional and business ownership with national Integrated Marketing strategies. During 2002, the group reached 605 joint venture partners that run 428 stores in three countries. The sales reached 430 million, a 12% increase on the previous year. Integrated Marketing learning points 1. It doesn't matter in which channel or country the customer shops; it is one brand adjusting to the local context. 2. The brand experience is consistently of service or value. 3. The brand provides value that no competitor offers. 4. All parts of the brand service (including products and services, advertising and packaging, availability, sales and service) work together. 5. Marketing/business objectives balance stakeholder needs. 6. The values expressed in the brand are the same as people experience in the company culture. 7. Objectives are coherent with the brand/company s competence. 8. The company acts on the belief that the motivation of people is a major asset. 9. The C-level team works well together. 10. Each and every business process is actively aligned to the brand value promise. 11. Leaders Are experts in their field Have a win-win attitude Select new members of the organisation carefully Reward good results 12. The company and its agencies work together in partnership. 13. Communication planning initially gives primacy to discipline neutral or common currency objectives (such as customer/market equity) over the discipline/media related means to achieve them (such as awareness or response). 14. All parties/agencies contribute ideas/solutions to the same brief at the outset of each major communication project. 15. Evaluation of all communication routinely connects both attitudinal and customer response effects. 16. There is an effective capability to measure return on customer investment. 17. There is a genuine effort to achieve 3D-Worth: balanced benefits for customers, employees/partners, and the organisation. The story Doug and Mary Perkins are a couple of far-sighted optometrists who seized the opportunity to change the optical care industry after its deregulation in At that time the patients had very little confidence in optical care and many opticians were dissatisfied with their jobs. They wanted a closer involvement in the Doug and Mary Perkins Centre for Integrated Marketing, University of Luton 21/02/2003 Page 3
4 ownership and management of their practices and the new act gave them the chance to realise this dream. But often they did not have sufficient resources or business knowledge to do it successfully. Perkins brought the world of entrepreneurship closer to these people by establishing the Specsavers Optical Group. The idea introduced two main innovations in the optical care industry: the joint venture model and the retail service concepts. In Specsavers model each practice is an independent business owned jointly by Specsavers and the practitioner. Specsavers offers training, support services, experience, expertise, information and promotion, whereas the practitioner is responsible for delivering professional eyecare and for the day-today running of the business. 1 Today the Specsavers Optical Group consists of over 600 joint venture partners that run more than 420 outlets across the UK, Republic of Ireland and the Netherlands with a combined turnover of 430 million. The mission of Specsavers is to be the best value opticians satisfying personal eyecare needs at affordable prices clearly, simply and consistently. This is reflected in the marketing/company culture: clarity, consistency and simplicity. 2 Mission Statement: Specsavers - the best value opticians satisfying personal eyecare needs at affordable prices clearly, simply and consistently. Cutting through The brand provides value that no competitor offers. The considerable size of the group allows the partners to benefit from competitive sourcing and to achieve economies of scale, which translate into consistently lower prices for the patients/consumers. The brand promise is to offer professional quality at lower prices. The other aspects of the value proposition include product range and quality retail service. Independent opticians that offer very high quality service represent about 50% of the market. Our aim is to match the independent opticians on service and professionalism and beat them on price, said Andrew Molle, Marketing Director of Specsavers Optical Group. Our aim is to match the independent opticians on service and professionalism and beat them on price. Andrew Molle, Marketing Director, Specsavers Optical Group. Honesty and motivation The Specsavers joint venture model is achieving some significant principles of Integrated Marketing, like the consistency of the brand experience, the motivation of people, and the partnership approach to working together internally and externally. A consistent brand experience is achieved through the integration of local and national marketing initiatives. All customer Touchpoints are considered in order to define the brand. Consistency of professional and service experience is ensured by rigorous recruitment and training policies and processes, which are subject to continuous monitoring and review. The product quality and consistently low prices are based on a combination of competitive sourcing and 2 joint venture manufacturing laboratories, Airways Optical and Vision Labs. The group recently invested also in a new computerised warehouse management and frame picking system in Guernsey that streamlined the process of shipping more than 80,000 frames per week to its retail stores. 3 The motivation of people is at the heart of Specsavers success. The group is a community of independent professionals that work both for themselves and for Living the Specsavers brand Motivation of people is at the heart of Specsavers success Centre for Integrated Marketing, University of Luton 21/02/2003 Page 4
5 the others: the practitioner and the Specsavers share the profits, for example. Specsavers distributes bonuses and invests in technological innovation and professional development for the benefit of all partners. Practitioners are motivated because they profit directly from the success of their practice and simultaneously contribute to the community (group). The ideal of practitioners owning and running practices is combined with sound business management: 1 Each practice plan is exhaustively assessed to ensure minimum risk to partners. Business and marketing specialists are available at Specsavers for consultation and advice. Regional meetings are held regularly to ensure effective communication. Specialist support is available for many different aspects of optical practice management and professional development. Specsavers Opticians is a company with a strong learning focus. Practitioners are required to offer professional care and honest advice, above anything else. 2 Specsavers has a strong learning culture Partnership The group regards the agencies and the practitioners as partners and actively seeks to achieve mutual benefits. The agencies, for example, work together on the same brief that is based on media neutral objectives and have the opportunity to contribute considerably to the planning and execution of Specsavers communications. Practitioners, on the other side, benefit from professional help, advice and assistance that the group offers to its associates. Business and support services that the group offers to its partners include 1 : Business planning, development and operational guidance Recruitment Staff and management training Professional development Legal and financial planning and administration Banking and accounting services Premium rate stock and equipment purchasing Local and national marketing and public relations State-of-the-art retail systems and technology Specsavers focus on people and its commitment to continuing professional development (CPD) involves management, partners and staff. It includes Specsavers Optical and Retailing Training (SORT) scheme for new and existing staff and Professional Advancement Committee (PAC), run by the partners. The Specsavers group has its own training facility, the Specsavers Academy, and organises two major national conferences for staff and an annual clinical conference for professionals. The power of values Integrated Marketing leaders must communicate and live by values that are consistent with the values of the brand/organisation. These must also be the Press advert Centre for Integrated Marketing, University of Luton 21/02/2003 Page 5
6 values of those involved in the organisation both externally and internally (i.e. customers and partners/employees). Specsavers recruits people that understand and share the values of clarity, consistency and simplicity, which define the Specsavers brand. Every part of the business is aligned to these values. Every Touchpoint communicates these values (i.e. consistent and professional service, consistent shop design, convenient location, clear prices, honest advice, keeping on promises). Clarity, consistency, simplicity The original business idea that gave birth to the Specsavers group was clear, simple, and consistent. It was consistent with the industry situation and with the expertise of Doug and Mary Perkins. This set of values was a powerful reference for the C-level team and for the practitioners, and led the group to its present success. Every business process displays a refracted image of these values, from the shop experience to reward and promotion schemes. The value of communications Specsavers communication takes into account that people buy glasses from necessity. In most cases they want a professional rather than sales relationship with the optician. Older people need to update their glasses more often and form a distinct customer community. Similarly, the contact lenses users need to contact the optician more frequently to renew their prescriptions. Communication planning is based on business objectives and goes beyond discipline/media related means to achieve them. Marketing communications plans originate from an in-house creative agency that works in partnership with mainly two media agencies and one market research agency. Specsavers is increasingly trying to use a mix of different media for their advertising. Last year it spent only 56% of its 18 million advertising budget on TV 4, giving greater prominence to mail media, the Internet and local press. Press advert The promise of quality at a lower price Mail media and the Internet are very suitable for the marketing of contact lenses. 2 With its new e-commerce platform, opticians collect information about their customers and directly communicate with them on-line. The interactive nature of the channel allows opticians even to validate the prescriptions, when required. Both channels work well and the group distributes more than 250,000 packs of contact lenses each quarter. The local press gets around 21% of the advertising budget and it is used to support national advertising campaigns on TV, national press and radio. A study commissioned by The Newspaper Society attributes a 27% of awareness to the local press. 9% of awareness of Specsavers advertising was via local press only. 4 Specsavers marketing vision is that communication goes beyond traditional media (i.e. TV, press) and includes all Touchpoints that contribute to define the brand, including the store experience. A great deal of attention is paid on details that define the shop experience and are consistent with the values of clarity, simplicity and consistency. Reality media are widely used to convey messages about the brand/organisation. 5 Attention for the details of a Specsavers Optician Outlet Centre for Integrated Marketing, University of Luton 21/02/2003 Page 6
7 The group has a continuous dialogue with its customers and carries out extensive research about customer service and satisfaction. All information is fed back to the regional management teams and to the partners who are jointly responsible for planning and executing any initiative to improve customer service. Success At the end of 2001 Specsavers Optical Group recorded the following results: 6 Market leader in the UK with 27% market share (more than double that of nearest competitor). The brand was market leader also in the Republic of Ireland and number 3 in the Netherlands. Sales 430 million 12% sales increase on previous year 428 stores in 3 countries 605 joint venture partners Average turnover per store of million 53 million partner profits and bonuses distributed Top five optical retailer worldwide More than 16 million customers staff employed 300 staff in business support service 1 pair of glasses sold every 6 seconds About 30 new products in stores each month (1 a day!) Group Turnover m Executive takeaway Number of Stores Integrated Marketing is an holistic discipline that inspires coherent and creative organisation, culture and brand alignment around fundamental truths of the brand to deliver value to customers, employees and the organisation. Specsavers Opticians shows evidence of achieving many aspects of Integrated Marketing. The most prominent learning from this case suggests the following actions to senior marketing executives: 1. There must an emphasis 3D worthwiliness: balanced benefits for customers, employees/partners, and the organisation. 2. The brand must provide value that no competitor offers and that the organisation communicates it clearly to everyone involved, internally and externally. 3. All parts of the brand service work together. The brand experience must be consistently of relevant value and service. All aspects of the business are designed around delivering the brand value promise. 4. There is a coherent set of values that the leaders transmit through the organisation. The brand appeals to people who have affinity with the values of the organisation. 5. Good leaders will motivate people, which is fundamental to success. 6. All parties work in partnership on objectives that are coherent with company s competence. 7. All agencies work on the same brief and contribute to it. 8. Communication objectives are media neutral and reflect business objectives. Press advert for older customers Centre for Integrated Marketing, University of Luton 21/02/2003 Page 7
8 9. There is a constant dialogue with the customers whose return on investment is effectively measured. Notes 1 Specsavers website ( 2 Andrew Molle, Marketing Director, Specsavers Optical Group 3 Specsavers Place Handfree Operation in The Frame Symbol Technologies Case Study 4 AC Nielsen-MMS in Local Press Works by Newspapers society 5 Phil Woolley, Retail Design Manager, Specsavers Opticians in Spectacular Lighting by Lighting Enterprises Consultancy available from 6 Specsavers Opticians Annual Report 2001/2002 and Specsavers website 7 GfK Home Audit Centre for Integrated Marketing, University of Luton 21/02/2003 Page 8
Millfield Partnership
The Sparkles Series Millfield Partnership integrated marketing powers the fastest growing IFA network Angus Jenkinson Professor of Integrated Marketing Luton Business School angus.jenkinson@luton.ac.uk
More informationTHE NEXT STAGE FOR GOING FOR GROWTH. Quick Guide
THE NEXT STAGE FOR PUBLIC SERVICE SPIN OUTS GOING FOR GROWTH Quick Guide Brought to you by: DELIVERED BY: Pioneers Post presents A Quick Guide to... 10 MINUTE READING TIME INTERACTIVE LINKS QUICK GUIDE
More informationBRAND MANAGER. Reporting Relationship and Location. Purpose and Major Challenges of the Role. Role Accountabilities.
Job Description BRAND MANAGER This job description provides an indicative outline of the purpose and accountabilities of the role. Specific performance requirements and expectations will be included in
More informationCOMMUNICATIONS STRATEGY
COMMUNICATIONS STRATEGY 2016-2019 Introduction and purpose This strategy details how communications will support the delivery of shaping the future of urgent & emergency care (EEAST strategy 2016-21).
More informationExcellence in Spinal Technology
Excellence in Spinal Technology Dear Colleague: For companies bold enough to be a leader in this age of technological innovation, the challenges are immense. Our world is a new world and virtually everything
More informationstart making a positive impact to your business
start making a positive impact to your business the face of vision care sales and training convenient sales calls without a hard sell Our service ensures that you are introduced to the latest products
More informationCentral Procurement Directorate. removing the barriers to SMEs
Central Procurement Directorate removing the barriers to SMEs A GUIDE TO PURCHASERS FOREWORD Public procurement policy recognises the importance of SMEs both for the vital contribution they make to the
More information...the next chapter in the story of Connacht Rugby.
CONNACHT RUGBY ...the next chapter in the story of Connacht Rugby. Grassroots to Green Shirts The story of Connacht Rugby is one that dates back to 1885 when six small fledgling clubs met to form the Connacht
More informationA new model for IMC. Angus Jenkinson Professor of Integrated Marketing Luton Business School
IBM A new model for IMC IBM UK has been piloting a new customer focus structure for its IMC department responsible for all marketing communications. The result is better communication, better learning
More informationMarketing is the management process for identifying, anticipating and satisfying customer requirements profitability
Marketing Marketing: - the process by which companies create value for customers - and build strong customer relationships - to capture value for customers in return Marketing is the management process
More informationHead of International Communications
Head of International Communications Department: Responsible to: Location: Contract length: Communications Director of Communications Glasgow, Scotland Permanent Our vision That every child receives one
More informationHow HR Can Add Value?
How HR Can Add Value? Today, no market is more competitive than the market for employees. The challenge for organizations is not only to make potential employees aware of their company as a good place
More informationPosition Description for the role of Global General Manager
Position Description for the role of Global General Manager WHO WE ARE We create and sell a world-beating umbrella. But our vision goes beyond status; it's about leading by example in innovation, technology
More informationOptical Shops: Sales Strategies for Today s Economy
Optical Shops: Sales Strategies for Today s Economy Carolyn Salvato Director, Optical Consulting BSM Consulting Course Objectives Topics of discussion: Patient Perception Sales Techniques Package Pricing
More informationCreative Scotland Job Information Pack Media Relations and PR Officer - Screen
Creative Scotland Job Information Pack Media Relations and PR Officer - Screen Who we are 02 Creative Scotland is the national development agency for the arts, screen and creative industries. We support
More informationJob Description. Head of Marketing and Content. Reporting To Customer Experience Director
Job Description Job Title Head of Marketing and Content Reporting To Customer Experience Director Reporting In Department Location Marketing & Communications Manager, Content Marketing Executive, PR Co-Ordinator,
More informationEXECUTIVE SEARCHES IT S WHAT WE DO ABLE FISHER
EXECUTIVE SEARCHES IT S WHAT WE DO ABLE FISHER About Able Fisher Able Fisher is an international specialist search consultancy focusing on headhunting executives with outstanding track records for law
More informationThis is us. Brand Book Bergen Energi
This is us Brand Book Bergen Energi 4 Preface 6 One message 8 History 10 Position 12 Mission 14 Brand challenge 16 Markets 18 Customer segments 20 Target groups 22 Services 24 Core values 26 Brand values
More informationBrand Representation. Managing consistency across multiple platforms. Dave Wendland VP Strategic Relations
Brand Representation Managing consistency across multiple platforms Dave Wendland VP Strategic Relations Discussion Topics Expectations Retail realities Brand building Moving forward Wrap-up Capitalizing
More informationHead of Retail Operations North. Candidate pack
Head of Retail Operations North Candidate pack February 2017 1 Contents A Message from Marc Spence, Managing Director of Retail 3 About Scope 4 About the Scope Retail Division 5 Role Profile 6 Application
More informationCompetency and Values Framework
college.police.uk Competency and Values Framework Implementation guidance BetterProfessionals forbetterpolicing Limited (2017) This publication is licensed under the terms of the Non-Commercial College
More informationBusiness Partnering Skills and Capabilities Model Electrocomponents - Case Study
Business Partnering Skills and Capabilities Model Electrocomponents - Case Study Summary This case study examines the introduction of a finance business partnering skills and capabilities model designed
More informationBEYOND PERSONALISATION A European perspective on contextual marketing
An executive summary from The Economist Intelligence Unit BEYOND PERSONALISATION A European perspective on contextual marketing The rapid progress of digital technology has allowed marketers to build an
More informationSTAKEHOLDER ENGAGEMENT FRAMEWORK
Information & Security: An International Journal Paul Alan Smith, vol.38, 2017, 35-45 https://doi.org/10.11610/isij.3802 STAKEHOLDER ENGAGEMENT FRAMEWORK Paul Alan SMITH Abstract: Stakeholder Engagement
More informationEntrepreneurs and leaders. Chapter (December, 2018)
Entrepreneurs and leaders Chapter 21 25 (December, 2018) BUSINESS OBJECTIVES OVERVIEW Distinction between aims and objectives aims: general ideas what business wants to achieve in long-term (i.e., be a
More informationa2 applied business UNIT 10 PROMOTIONAL ACTIVITIES
a2 applied business UNIT 10 PROMOTIONAL ACTIVITIES YEAR 13 A2 APPLIED BUSINESS UNIT 10: PROMOTIONAL ACTIVITIES Coursework Task How much is this coursework worth? Unit 8 Unit 10 Unit 15 Business Planning
More informationContinuous customer dialogues
Infor CRM Continuous customer dialogues Strategies for growth and loyalty in multi-channel customer-oriented organizations Table of contents Overview... 3 The continuous customer dialogue vision... 4 Create
More information99% of Franchisees need not apply
Join the team As an Out There franchisee you ll be joining a dedicated team of established franchisees, master franchisees and Head Office support staff. Making the grade By now, you ll have figured out
More informationCommunications Optimisation: Media Neutral Planning Research Propositions
Communications Optimisation: Media Neutral Planning Research Propositions MNP is a rigorous process for the selection of communication options which combines facts and imagination in order to drive continual
More informationCHAPTER 1 INTRODUCTION TO ENTREPRENEURSHIP. By: Engr. Muhammad Muizz Bin Mohd Nawawi
CHAPTER 1 INTRODUCTION TO ENTREPRENEURSHIP By: Engr. Muhammad Muizz Bin Mohd Nawawi DEFINITION OF ENTREPRENEURS The word "entrepreneur" comes from the French word, 'entreprendre', which means to undertake
More informationMarketing Accountability
Marketing Accountability Critical success factors for greater marketing effectiveness and efficiency Marketing is increasingly under pressure to make the most of its brands, its investments, and its organization.
More informationBalanced Scorecard Usage Survey Report
Survey Report Balanced Scorecard Usage Survey Report Report describing the results of 2GC s Eighth Survey in alliance with Intrafocus January 2017 2GC Active Management 1 Bell Street Maidenhead Berkshire
More informationSix Steps to Successful Sponsorship
www.sparc.org.nz Six Steps to Successful Sponsorship SIX STEPS TO SUCCESSFUL SPONSORSHIP TABLE OF CONTENTS 1 Table of contents Purpose 3 Introduction 3 The sponsorship process 4 Step 1: Product identification
More informationIntroduction. The importance of public relations
Introduction Few consumers buy products at random. This is particularly true for durable products, such as washing machines, freezers and cars, which are likely to be kept for a long time. Branding is
More informationCHAPTER 13 MARKETING MANAGEMENT
CHAPTER 13 MARKETING MANAGEMENT Chapter content Introduction The evolution of marketing thought The marketing concept Defining marketing The components of the marketing process Market research Consumer
More informationBest Practices for Program Success. Solutions at the Shelf from Rx EDGE. Rx EDGE. Pharmacy Networks. Media That Delivers
Best Practices for Program Success Solutions at the Shelf from Rx EDGE Rx EDGE Pharmacy Networks Media That Delivers White Paper - 2017 Welcome! This is your Solutions at the Shelf best practices road
More informationServices Catalog. Copyright MKTDIRECTOR, LLC. All Rights Reserved
Services Catalog 1 Your Marketing, Outsourced MKTDIRECTOR helps your business grow by supporting your Marketing. MKTDIRECTOR is a vertical marketing services business that covers from the Strategic side
More informationRecruitment Pack. Development Manager. Bromsgrove District Housing Trust. Building excellent communities with passion and pride.
Recruitment Pack Development Manager Bromsgrove District Housing Trust Building excellent communities with passion and pride. Application for Development Manager 2 Contents Letter to Applicant Page 3 About
More informationWORLD METEOROLOGICAL ORGANIZATION PUBLIC WEATHER SERVICES PROGRAMME. Guidance on Developing Service Delivery Mechanisms in NMHSs
WORLD METEOROLOGICAL ORGANIZATION PUBLIC WEATHER SERVICES PROGRAMME Guidance on Developing Service Delivery Mechanisms in NMHSs Guidance on Developing Service Delivery Mechanisms in NMHSs 1. Introduction
More informationHEALTH PURCHASING VICTORIA STRATEGY. December 2017
HEALTH PURCHASING VICTORIA 2018-2022 STRATEGY December 2017 CONTENTS Contents... 2 Executive Summary... 3 Operating Environment... 5 HPV Vision and Values... 9 HPV Strategy 2018-2022: Framework... 10 HPV
More informationDirector of Creative Industries
Recruitment Pack for: Director of Creative Industries October 2014 Contents Page Welcome from the CEO 3 Advertisement 4 Background 5 Creative Scotland Organisational Structure 6 Role Specification 7 13
More informationSalary: 21k Responsible to: The Marketing Manager Working with: Fundraising and Marketing team
Job description: Marketing and Communications Officer Salary: 21k Responsible to: The Marketing Manager Working with: Fundraising and Marketing team PURPOSE OF THE JOB The Fundraising and Marketing Directorate
More informationThe Path to Clinical Enterprise Maturity DEVELOPING A CLINICALLY INTEGRATED NETWORK
The Path to Clinical Enterprise Maturity DEVELOPING A CLINICALLY INTEGRATED NETWORK dhgllp.com/healthcare Kevin Locke PRINCIPAL Kevin.Locke@dhgllp.com 330.606.4699 Michael Strilesky SENIOR MANAGER Michael.Strilesky@dhgllp.com
More informationRetail and Commercial Banking Delivery Channel Masterclass This course can also be presented in-house for your company or via live on-line webinar
Retail and Commercial Banking Delivery Channel Masterclass This course can also be presented in-house for your company or via live on-line webinar The Banking and Corporate Finance Training Specialist
More informationHead Office. Chief Education Officer Application Pack. Jewellery Quarter, Birmingham City Centre West Midlands. Improving Education Together.
Head Office Chief Education Officer Application Pack Jewellery Quarter, Birmingham City Centre West Midlands Improving Education Together. Contents Birmingham City Centre, West Midlands 01 About Academy
More informationDave Ulrich outlines underlying (HR) principles and practice, their development and how they are likely to shape up in the future.
Financial Times 12 Oct 2001 Dave Ulrich outlines underlying (HR) principles and practice, their development and how they are likely to shape up in the future. The evolution of a professional agenda Dave
More informationA GUIDE TO PROCURING MARKETING ANALYTICS & CONSULTANCY
A GUIDE TO PROCURING MARKETING ANALYTICS & CONSULTANCY THE LONG-TERM EFFECTS OF ADVERTISING 2 // A GUIDE TO PROCURING MARKETING ANALYTICS AND CONSULTANCY SETTING UP MARKETING SOURCING AND PROCUREMENT PROFESSIONALS
More informationEnhanced CET Scheme. Principles and Requirements v2.1. Enhanced CET Scheme Principles and Requirements final version 2.1, December 2012.
GENERAL OPTICAL COUNCIL Enhanced CET Scheme Principles and Requirements v2.1 Contents Introduction... 5 1.1 Definitions... 6 1.2 Summary of how Enhanced CET Works... 6 General Principles for the Enhanced
More informationCould you help lead the NHS in your area?
Could you help lead the NHS in your area? Non-executive Director Candidate information pack Reference: S1666 We value and promote diversity and are committed to equality of opportunity for all and appointments
More informationBRANDING GUIDE A PRIMER FOR CREATING AND LEVERAGING A POWERFUL BRAND
A PRIMER FOR CREATING AND LEVERAGING A POWERFUL BRAND OVERVIEW A primer, by definition, contains elementary principles on how to accomplish something. This branding guide is no exception. In the following
More informationCorporate Plan More Homes, Stronger Communities, Better Lives Update 2017
Corporate Plan 2015-20 More Homes, Stronger Communities, Better Lives Update 2017 2 Corporate Plan 2015-20 We have achieved considerable Value for Money savings in recent years and our overall financial
More informationBrand Knowledge & Advocacy: Understanding the brand s essence, values and vision to build advocacy among stakeholders
Consumer Insight & Empathy: Developing an understanding of consumers behaviors and underlying motivation Brand Knowledge & Advocacy: Understanding the brand s essence, values and vision to build advocacy
More informationGrowing our business the Co-op Way: Wholesale - Nisa acquisition A leader s briefing guide. November 2017
Growing our business the Co-op Way: Wholesale - Nisa acquisition A leader s briefing guide November 2017 What this pack is for: To help you brief your teams on our successful wholesale acquisition of Nisa
More informationJP060. Public Relations. Journalism. PR Performance Measurement and Evaluation. Simon Goldsworthy. Open School of Journalism
JP060 Public Relations Journalism PR Performance Measurement and Evaluation Simon Goldsworthy is a division and trademark of Open.PS The Open Professional School SE. Copyright 2015 by Open.PS The Open
More informationMarketing & Audiences
Job title Brand Manager, BBC Children s (please refer to Appendix) Job family Marketing & Audiences Proposed Band D / Grade 9 Job purpose You will help manage relationships with senior internal and external
More informationFairness Productive Strategic Business Focus Value-driven authentic behaviours. Openness Lean Customer Focus Cross-functional working
livin Board Members Role Profile, Competency Framework and Person Specification Purpose of the Role Board Members are responsible for the overall governance and strategic direction of the business, committing
More informationWelcome We help you create outstanding solutions to complex business challenges At Your Service Consulting
Welcome We help you create outstanding solutions to complex business challenges At Your Service Consulting creates powerful dynamic communication tools that improve business and increase digital revenue.
More informationbuilding your career Reaching your potential
building your career Reaching your potential At Tesco we want you to build your career and reach your potential, in a way that works for you We want everyone to feel welcome and valued. We are proud to
More informationCenter for Effective Organizations
Center for Effective Organizations WHAT IT MEANS TO TREAT PEOPLE RIGHT CEO PUBLICATION G 04-3 (455) EDWARD E. LAWLER III Center for Effective Organizations Marshall School of Business University of Southern
More informationGetting Engaged - What is Employee Engagement and Why Does it Matter?
Getting Engaged - What is Employee Engagement and Why Does it Matter? Employee engagement is critical for the success of any business. It is about having a workforce who wants to be there, who like what
More informationCreative Scotland Job Information Pack Dance Officer
Creative Scotland Job Information Pack Dance Officer Who we are 02 Creative Scotland is the national development agency for the arts, screen and creative industries. We support the creative community across
More informationThe Communications Audit NEVER MORE RELEVANT, NEVER MORE VALUABLE:
WHITE PAPER The Communications Audit NEVER MORE RELEVANT, NEVER MORE VALUABLE: VALUE PROPOSITION OBJECTIVES METHODOLOGY BY GARY DOLZALL CHIEF COMMUNICATIONS OFFICER I. INTRODUCTION: THE VALUE PROPOSITION
More informationIntroduction. Partnering with Red Bull Racing. Marketing strategy
Introduction Increasing market share in global markets is not easy, especially in a competitive segment such as luxury cars. Infiniti, the luxury car maker, is embarking on an aggressive global growth
More informationBiggest bang for your buck assessing the effectiveness of marketing spend
Biggest bang for your buck assessing the effectiveness of marketing spend By John Sargeant (Senior Consultant) and Stuart Speding (Head of Lubricants Practice) Introduction Yet again lubricant businesses
More informationUp to 68,400 (includes 14% contribution to pension) TBC - likely to be up to c 500,000 per annum
Job Description Job title: Salary: Base: Reports to: Senior Programme Manager Up to 68,400 (includes 14% contribution to pension) Wentworth House, Crawley Programme Director(s) Direct reports: Project
More informationThe Fundamental Concepts of Excellence
The Fundamental Concepts of Excellence 2 The European Foundation for Quality Management The European Foundation for Quality Management (EFQM ) is a membership based not for profit organisation, created
More informationRoss School of Business at the University of Michigan Independent Study Project Report
Ross School of Business at the University of Michigan Independent Study Project Report TERM : Fall 1997 COURSE : OB 750 PROFESSOR : Noel Tichy STUDENT : Renee Robinson TITLE : Motivating growth : a step-by-step
More informationINDEX 1. THE MARKETING CHALLENGE AMBASSADOR MARKETING HOW TO GET STARTED THE AMBASSADOR CANVAS USE CASE...
SOCIAL SEEDER INDEX 1. THE MARKETING CHALLENGE... 3 2. AMBASSADOR MARKETING... 7 3. HOW TO GET STARTED... 15 4. THE AMBASSADOR CANVAS... 4 5. USE CASE...... 24 6. CONCLUSION...... 27 2 SOCIAL SEEDER THE
More informationSTRATEGIC PLAN an overview.
STRATEGIC PLAN 2015 17 an overview www.iii.ie CONTENTS INTRODUCTION FROM THE CHIEF 2 EXECUTIVE MESSAGE FROM THE INCOMING 4 PRESIDENT STRATEGIC PRIORITIES 6 KEY CONSIDERATIONS 8 MEMBERSHIP 10 QUALIFICATIONS
More informationCreative Scotland Job Information Pack Creative Industries Officer (Fixed Term Contract)
Creative Scotland Job Information Pack Creative Industries Officer (Fixed Term Contract) Who we are 02 Creative Scotland is the national development agency for the arts, screen and creative industries.
More informationCreative Scotland Job Information Pack Literature Officer (Part Time)
Creative Scotland Job Information Pack Literature Officer (Part Time) Who we are 02 Creative Scotland is the national development agency for the arts, screen and creative industries. We support the creative
More informationFuture Focus UCAS strategy to 2020
Future Focus UCAS strategy to 2020 Foreword from Professor Sir Steve Smith, UCAS Chair, and Clare Marchant, CEO Contents Foreword 2 Overview 3 Who we are 4 Markets 5 Strategic objectives 6 Admissions services
More informationMARKET PERCEPTION: CANDIDATE EXPERIENCE SURVEY
1 OUR BUSINESS 2 MARKET PERCEPTION: CANDIDATE EXPERIENCE SURVEY % 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 71.4% HOW DID YOU HEAR ABOUT THIS ROLE? 42.9% LinkedIn Job Posting THE
More informationEssentials of Tour Marketing. Penny Mills
Essentials of Tour Marketing Penny Mills Welcome and introductions Marketing Campaign Planning Overview Understanding Audiences Refining Messages Effective information exchange Implementation Evaluation
More information100 Print Advertising Ideas
100 Print Advertising Ideas Strategy # 1 - "All winning advertising starts with a powerful usp. You find your usp by identify an outstanding benefit of your product that stands alone, above all of your
More informationRetail 2020 The End of Silent Retailing
5 Retail 2020 Retail 2020 02 Jones Lang LaSalle Retail 2020 A New Voice Unlike the 1950s/60s model of door-to-door selling, Business to Consumer (B2C) retail has been very sedentary; sitting still waiting
More informationDeveloping your brand
Developing your Brand 1 Introduction 2 What is your Brand? An invaluable asset in the battle for customers. The source of a promise to your consumer. The foundation of your marketing communication. A vital
More informationThe power of provenance
The power of provenance Shaping brands in a changing world Revenue Goodwill Member Trust Loyalty Value VIP The Provenance Chain " A brand's provenance... is not about preserving the past, it is about preserving
More informationLearning Center Key Message Guide. 3M Company
Learning Center Key Message Guide The purpose of this Guide is to enable Learning Center communicators to achieve their communication objectives by delivery of consistent messaging, linking to 3M and LC
More informationTHE ISPT COMMERCIAL MANIFESTO
THE ISPT COMMERCIAL MANIFESTO A manual for bringing the ISPT brand to life in our commercial portfolio, to build connections with our customers. For the ISPT team and our business partners. V2 September
More informationHead of Locality Fundraising. Location PURPOSE OF ROLE
Role title Lead Locality Fundraiser Responsible to Head of Locality Fundraising Location PURPOSE OF ROLE Working to objectives set out within the overall Fundraising Strategy, you will be responsible for
More informationBehavioural Attributes Framework
Behavioural Attributes Framework There are eight attributes in the University of Cambridge Behavioural Attributes Framework: Communication; Relationship Building; Valuing Diversity; Achieving Results;
More informationTALENT FIRST. Delivering the Difference. November 2013
TALENT FIRST Delivering the Difference November 2013 12 3 4 5 6 7 An Introduction to Delivering the Difference TALENT FIRST, the University's People Strategy 2013-2015, recognises and is closely aligned
More informationRedefining Corporate Communications Success in the C-Suite.
SEPTEMBER 2017 EDITION 7 Organizational communication and performance insights for the C-suite. Redefining Corporate Communications Success in the C-Suite. Articles in This Issue: CEOs Who Increase Organizational
More informationINNOVATION EXPERIENCE RESULTS. FRANCHISE DEVELOPMENT IN CANADA What Makes a Business Franchisable?
FRANCHISE DEVELOPMENT IN CANADA Franchising is now a worldwide industry with 17,500 franchise systems, 1.2 million franchisees and 12.5 million employees generating US$1.4 trillion annually (Portman, Franchise
More informationSydbank s Business Model 2017
2017 1 Summary As a nationwide advisory bank, Sydbank has a significant presence in all parts of Denmark as well as in Northern Germany. Sydbank is a bank for most people but not the same bank for everyone.
More informationForeword. We would like to thank the dedicated organisations who participated in this work. On behalf of the Get It Right Initiative
A Guide to Improving Value by Reducing Design Error Synopsis 13 key recommendations July 2018 Foreword Members of the Get It Right Initiative, from across all disciplines, have collaborated to create this
More informationHead of International Communications
Head of International Communications Department: Responsible to: Location: Contract length: Communications Director of Communications Glasgow, Scotland Permanent Our vision That every child receives one
More informationAmbition Group Value Based Recruitment
Ambition Group Value Based Recruitment Page 1 Value Based Recruitment AN INTRODUCTION For too long the Recruitment industry has suffered more than any other services based offering, not because of what
More informationOur brand focuses on who we are and what we want to be.
20 Our Strategy Working together Our brand focuses on who we are and what we want to be. Vision: Working together to build your dreams. Mission: To create great places to live and deliver excellent service
More informationThe Art and Science of Agency Selection.
The Art and Science of Agency Selection. Viewpoint 2018 Critical considerations in selecting the right agency partner Viewpoint 2018. The Art and Science of Agency Selection. 1 Market context Increasingly,
More informationHead of Education, Continuous Professional Development and Standards. Social Work England
Reference number: SWESP11 Head of Education, Continuous Professional Development and Standards Social Work England Sheffield Information Pack for Applicants Closing date 12 noon 2 July 2018 Interviews
More informationWith nearly 2 million patients tested yearly, why shouldn t you choose it. Ratecard
With nearly 2 million patients tested yearly, why shouldn t you choose it. Ratecard 2017 0861 39 38 37 www.spectrumeyecaresoftware.com Improve your business with Spectrum Eyecare Software The growth and
More informationPREMIUM CLUB. Looking after your employees, starts with looking after their eyes.
PREMIUM CLUB Looking after your employees, starts with looking after their eyes. A comprehensive, professional Eyecare Package for your staff Regular eye examinations are essential for clear, comfortable
More informationJOB PROFILE. We do whatever it takes for children every day and in times of crisis transforming their lives and the future we share.
JOB PROFILE Job Title: Department: Direct Marketing Executive (Acquisition) Fixed-term contract (6m) Individual Giving Location: London Reports to: Direct Marketing Manager (Acquisition) Grade: 4 30,000-32,000
More informationProfessional Skills for Government Leadership and Core Skills for NICS Grade 5 Leadership. Core Skills
Leadership Leadership The three roles the service expects leaders to play are: Provide/Set Direction Inspire, seize opportunities, take tough decisions Deliver results Work with Stakeholders, Focus on
More informationContents. Chapter 1 Introduction to Logistics and Supply Chain. 1. Introduction. Learning Objectives. Dr. Vin Pheakdey
Chapter 1 Introduction to Logistics and Supply Chain Dr. Vin Pheakdey Ph.D. in Economics, France Contents 1. Introduction 2. Definitions 4. Activities of Logistics 5. Aims of Logistics 6. Importance of
More informationScottish Rugby Marketing Guide for Clubs
Scottish Rugby Marketing Guide for Clubs First things first, what is marketing? Here is a very basic definition: The action or business of promoting and selling products or services, including market research
More informationGeneral Manager Finance. Purpose of the Finance & Corporate Service Team. Position Purpose. Key Accountabilities
General Manager Finance Reports To: Number of Direct Reports: Ca 3-4 Delegation of Financial Authority: Chief Executive Purpose of the Finance & Corporate Service Team "[Insert Delegation Information here]"
More informationRethinking voice. Survey of employers about employee voice. Sustainable business success
Rethinking voice Survey of employers about employee voice Sustainable business success Employee voice Employee voice is increasingly important in the modern workplace. Having a voice is crucial, for the
More information