Chord were appointed to design and deliver a telemarketing campaign to secure qualified sales appointments with HR Directors at the UK’s largest food and drink manufacturers to promote the company’s Open Programme, an accredited graduate development programme.
Prospect data was aggregated from two sources and prepared with the largest employers being prioritised for the campaign.
A detailed telemarketing project brief was developed and communicated to the Chord project team. A two phase campaign enabled learnings from the initial phase to be discussed and the campaign optimised.
Chord secured qualified appointments, from more than 1,800 calls, for Discovery’s two directors and also developed and fulfilled Open Programme collateral by email and post, which was well-received by prospects.
Daily reporting of leads and weekly reporting of key statistics kept the campaign on track.
Conversion rates were better than expected – with 14% of decision-makers agreeing to an appointment. Average daily reach was good, considering the seniority of the audience and the size of the target businesses, at 5 decision-makers per day.
Chord exceeded the client’s target and expectations securing appointments with key graduate development decision-makers at Chivas Bros, United Biscuits, Gerber, Moy Park, Henderson Group, SAB Miller and Robert Wiseman Dairies to name but a few.
A full set of campaign analysis, cleansed data and recommendations were provided by Chord to help ensure that future campaigns could be developed effectively and return on investment optimised. More than 30 qualified and nurtured leads were also provided by the campaign.
