Mungo Dunnett Associates: Management and Marketing Consultancy

Premiership Rugby

What Mungo Dunnett Associates delivered

Evaluation of existing marketing spend:

Introducing a culture of systematic measurement, learning and improvement

Focusing marketing upon the measurable increase in sales, not simply “brand awareness” activities

Creating a mechanism for future evaluation of all marketing activities

Reducing a wide range of activities into a small number of consistent and well-executed activities

Creating a mechanism to turn an outline marketing plan into an increasingly specific series of tried and tested activities

Evaluation of Database Marketing:

Recommendations for building and cleansing central customer database

Work sequence, to allow robust completion then usage of database to drive revenue

Recommendations for future improvements in pivotal role of database for marketing

Recommendations for ongoing programme of contact with existing and lapsed customers

Structure and Responsibilities:

Consolidation of growing management team: recommended structure and performance level agreements

Recommendations intended to create greater internal clarity, improved focus on key activities, and accountability for delivery

Customer research:

Mechanism to find out why customers visit the games, and which marketing activities are being most successful

Recommendations for further testing of price promotions, and improved understanding of customer responsiveness to different marketing activities