Laura Scarlett

Marketing within the Leisure Sector

Laura ScarlettProgramme Director, Supporter Loyalty Platform

Data Science & Data Management TeamsAdobe Campaign SWAT TeamCRM Best Practice

13 May 2015

1. Programme Context2. Platform Design & Implementation3. Learnings

Supporter Relationships at Touchpoints

Programme Context

A UK conservation charity, founded to conserve Britain’s heritage and open spaces for ever, for everyone

Holidays421 cottages3 hotels & spas84 bed & breakfasts47 campsitesHundreds of working holidays

Buildings & Countryside340 castles, palaces, manors and halls 740 miles of coastline59 villages630,000 acres of land61 nature reserves2,000+ tenanted homes1 gold mine

Catering260 cafes35 pubs

Retail267 shopson-line shop

Curating334 nationally important collections

EventsOver 1,000 events/yearOver 100 exhibitions/year56 wedding venues

Film & TV Location

A wealth of assets in our owned channels & data

Built Properties

20m visits/year 50% members

On-line

2m hits/month60% members

Apps

1m opens/month? members

Call-centre

2m inbound calls/year

Supporters

12.8m known individuals4.2m active members70k volunteers (3.1m hours donated)

Data bases

7 major 5 minor

Local Lists

Circa. 800

Content

6 systems

Countryside Places

20m visits/month60% members

A delegated organisational framework

Operations & Consultancy Whole Trust

7 Regional Directors25 Assistant Directors250 General Managers

7 Heads of Consultancy70 Marketing Consultants50 Visitor Experience Consultants

Brand & MarketingSupporter DevelopmentConservation & CollectionsITFinanceHR

Other Concurrent Programmes = opportunity

SLP

Digital

POS

Finance

My SLP Programme Brief

To provide a ‘loyalty’ platform which enables the Trust to deliver value to each and every supporter through increased relevancy & recognition

Platform Design & Implementation

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

The Heart – build a single supporter view (maximise value from product diversity)

The Brain – analytics & intelligence (to deliver relevancy based on behavioural insights)

The Body - new personalised inbound & outbound interaction capabilities (exploit new tills, new website & mobile app)

Change Management - skills, processes and re-organisation (utilise delegated organisation)

Programme Workstreams

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

The Heart – single supporter database

Built from 13 silo feeds. A total mission. Contains virtually all behaviours known supporters do with us. Well structured, clean and accessible data.

Hosted on Amazon Redshift.

Completed May 2015

Programme Workstreams

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

The Brain – self-serve analytics

A vast analytics team was out of the question, and the curiosity was there so we decided to go with Tableau to enable every manager in the Trust to make more supporter-centric decisions around staffing, stocking, proposition planning, targeting & also to support bids.

Launched May 2015

Programme Workstreams

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

The Body - new personalised interaction capabilitiesWe clearly needed a campaign engine to be more personalised, but also we had to utilise our inbound opportunities and empower our local ‘branches’. We bought Adobe Campaign which will allow us to deliver effective, highly relevant timely messages to individual supporters in all our owned channels, and deploy a distributed model, through their ‘light touch’ application.

Proof of Concept Nov 2014 – June 2015

Programme Workstreams

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

Adobe Campaign 2 phase manned touchpoint strategy for inbound interactions

Programme Workstreams

Call Centre

Slice of supporter data held locally –

feed from SSV

POS

Best Next Message prompts from Adobe

Campaign

Access to blended relationship history

feed from SSV

Best Next message prompts from Adobe

Campaign

1 2 21

prompts

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

Adobe Campaign 2 phase un-manned touchpoint strategy for inbound interactions

Programme Workstreams

mobile app

Anonymous users personalised by

location & browsing behaviour

website

Known users - best content atoms

served from Adobe Campaign

Anonymous users personalised by

location and browsing behaviour

Known users - best content atoms

served from Adobe Campaign

1 2 1 2

Content tiles/push notifications

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

Change Management - Skills, Processes and OrganisationWe now need to organise ourselves to get the most from these new capabilities - roles & processes are and will change for the next few years. Marketing will be faster with more, smaller campaigns, bleeding into member service. Intelligence will be democratic and richer and personalised inbound interactions will enable a much higher degree of supporter service.

Programme Workstreams

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

Change Management

New Direct Marketing Unit = property ‘clusters’ based on supporter visit patterns

Channel agnostic marcomms delivery roles

KPI’s – properties will be able to carry membership retention kpi’s for the first time. This will change the emphasis of General Managers energies from visit volume to quality relationships

Programme Workstreams

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

Change Management - cultural

Programme Workstreams

about us

slow & planned

campaigns

media schedules

segmentation

about them

fast & iterative

interactions

customer moments

recognition

Learnings

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supportersHeadline Learnings

1. Employ a Programme Director who is a subject matter expert and has a vision – not a generalist PM

2. The more cultural change is involved the slower you can proceed. Take this into account and release what you can, when you can. EASE things into the organisation

3. Don’t underestimate the man-power needed – I have a dedicated programme team of 16 fte - and ensure they are mandated for change.

4. It’s hard – make sure you are genuinely supported from the very top of your organisation – if not say no.

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

What we missed

The importance of content

Transparency = fear = resistance

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

The game-changers

The creation of an empowered Data Team (with teeth and shoulders) who are central to this transformation

Single Supporter View is THE foundation stone

Tableau & the democratisation of data

Distributed marketing model for relevance

Behaviour-triggered comms / Personalising Inbound Interactions

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

Thank-you

Supporter Loyalty Platform Update Oct 2014Building stronger, more relevant relationships with our supporters

Question for discussion

Can sales messages be successfully merged with member service messages at touchpoints?

And if so should they be?

Marketing within the Leisure Sector

Roundtable Question

Can sales messages be successfully merged with member service messages? And if so should they be?