RoboVeg is project that is over a decade in the making, looking to bring some major advantages to vegetable harvesting with their Agritech.
They had a product and potential customers, but lacked the marketing expertise to help them reach out to the market. Through a referral, the Directors were introduced to Cymer and a proposal was developed to manage their marketing operations.
This was identified as the first task – to redevelop their existing logo. The director already had an idea of what they were looking for, but had not been able to get this translated to a workable concept.
What we provided was a branding suite that looked at more than just a logo, but something that would transform RoboVeg’s visual identity on every marketing channel.
Having the suite of branded collateral enabled integrated communication campaigns to develop awareness and recall.
The cornerstone to the proposal was ensuring that enquiry/lead management was centralised and certain communications automated to enhance the customer journey.
All previous enquiry data was collated and cleansed, before importing into a CRM platform to enhance the ability of RoboVeg to develop targeted campaigns, visualise sales pipelines and ensure that all are working from the same record.
Introducing the CRM platform enabled some automated communications to be set up, keeping enquirers informed and managing customer expectations. It also meant that campaign effectiveness is measured and visible.
This looks at the internet spaces that RoboVeg should have a presence to be in touch with their audience:
The website has not been updated since the major changes in the development of the harvester from front mounting to rear. It was also not fully branded as RoboVeg so needed an overhaul.
“Cymer Marketing Solutions has been absolutely pivotal in our digital transformation journey, pushing our data and CRM strategy to create a step change in our results. You are amongst one of the best CRM consultants in the Midlands that can both deliver on execution and strategy.”
What started out as a 4-6 week cover as sk:n Clinics lost their CRM Manager, has blossomed into a longer relationship, building out the CRM capabilities for the marketing operation.
Using a CRM Feasibility Review ineffective and inefficient functions of the current CRM setup were identified. With ongoing campaigns integral to driving the business, solutions were prioritised to ensure that marketing could still operate and delivery, while adjustments were made to improve CRM data, strategy, outputs and ROI.
Data was segmented to ensure more lifecycle marketing communications could be utilised. Communication timing was adjusted to optimise open rates. Audiences were reduced by removing non-engaged.
These small adjustments all increased CRM ROI as communications became more targeted, more effective and reducing wasted costs on email and SMS.
After spending 4 years at University of Leicester in CRM and Change Management roles, I was looking for a new challenge, which Loughborough University provided.
They were embarking on a new project to invest in a CRM system that integrated all of the Student Recruitment cycle:
School visits and career fairs
Student Union tours
Open Day visits
Departmental Visit Days
Prior to implementation many different processes and system were adopted across central and departmental functions, with few correlating and requiring manual intervention for execution and reporting.
The 2-year project involved:
project management, leading weekly meetings with senior stakeholder groups and system suppliers
scoping out development needs with User groups and translate this for the suppliers to deliver for everyone’s needs
developing multi-channel communication plans for all stages of the recruitment cycle and segmented by subject areas
automating the prospectus request process which manually meant requests took up to 2 weeks to execute, compared to next day execution
developing data capture processes that cut down the time to complete a form and gathered more meaningful information to segment and provide more bespoke content during the journey
meeting all the users to map out the required security levels and access restrictions, then grouping according to carry out training and develop user guides
creating a Open Day booking system that allowed for real-time registration via QR scanning, giving real-time attendance reports segmented by any demographic, again reducing report time by 2 weeks
These significant changes enabled higher engagement with prospective students, more Open Day bookings with record (and more accurate) attendance rates and a unified picture of recruitment as prospects were linked to applicants, showing the Return on Investment of campaigns and providing better analysis for year-on-year comparisons.
During the 2nd year saw the effects of CRM on recruitment and the reputation of Loughborough University, hitting the top 10 UK Universities, then continuously improving to now being top 5.
Back in October 2013 I first visited a facility in Mandeville, Jamaica, called Ebenezer Rehabilitation Centre – providing care and shelter for those that are mentally ill. My Dad has retired back home and has been volunteering with the organisation for a decade.
Money is always in short supply, but the great staff and volunteers work tirelessly to ensure that all the men are well looked after and enjoy new experiences.
As I was only in Jamaica for a short time, my help at the facility was limited…but I wanted to give more. I noticed that on their communications they were not using a logo or even making the name of the facility stand out. So I offered to create them a logo to use on stationary, social and clothing.
They requested something that would encompass what they were trying to achieve around Jamaica on mental health issues. People took noticed and the facility got national coverage, becoming synonymous with the slogan “Stamp Out Stigma”.
With more coverage came more funding and donations, meaning the good work can continue…not just continue but expand into self sufficiency.
I went back in August 2019 and the money has been invested so well. They now have livestock and arable farming with produce to feed the Men and sell to local supermarkets.
I am now working on a suite of collateral for them to step up their efforts securing the longer term future of facility with further expansion to take on more Men. Ebenezer is also celebrating their 20th Anniversary in 2020, so I’m supporting the effort in making sure that whole country knows about it.
I got to meet Akeem, the young gentleman to the lower-right of the image above, outside of Ebenezer after finishing his rehabilitation. He is now a section manager at a prestigious hotel in Montego Bay and buying his first car – a far cry form the shell of man that entered.