London Business School

The challenge

London Business School is one of the world's top business schools. Its Executive Education Programmes train the global business leaders of the future. There was a requirement to increase revenues and profitability for the School's Senior Executive Programme (SEP).

The project

The project had two elements:

1. enhancing the appeal of the SEP itself
2. identifying ways of making the customer contact strategy more efficient.

We worked closely with the marketing team to develop potential programme propositions that would position the SEP as an inspirational and transforming experience. In depth personal interviews and quant research among senior management of multi-national organisations provided the basis for constructing a 'customer journey map' that identified key decision-makers and information needs in the programme selection process.

This understanding formed the foundation for programme development and a more tightly focussed marketing strategy.

Outcome

"The insight and recommendations provided by Rainmakers not only helped us deliver significant growth in participation and revenue from our Senior Executive Programme, but we additionally leveraged our deeper understanding of the buying process to develop a much more informed and effective marketing strategy across our entire portfolio."