|
 Business Challenge
Clayton Utz, a leading Australian law firm committed to a national corporate hospitality program, Rugby World Cup 2003 (RWC03). The program was a significant financial investment for the firm, and required detailed management of the program, which Sense Marketing delivered.
Sense Marketing Solution
The hospitality packages purchased provided tickets to several matches in Sydney, Melbourne, Brisbane, Canberra and Perth supporting all Clayton Utz offices. The key elements of the program, which Sense Marketing managed included:
- Program Management - preparatory work commenced twelve
months prior to the RWC03 kick off. The communications
plan incorporated all aspects of the sponsorship; and the
final report detailed the effectiveness of the program.
- Package Allocation - clients were prioritised using agreed
key criteria.
- Lead Up Events - as part of the RWC03 program, Nick
Farr-Jones spoke at three in-house client events, including
a fundraiser for Children’s
Cancer Institute Australia (CCIA).
- Marketing Communications - client and internal communications
included telephone scripts for Clayton Utz Partners; direct
mail pieces to clients; an email program to clients and
Clayton Utz Partners; and Clayton Utz Partner client briefing
notes.
- Logistics were all seamlessly managed.
Key Results
The RWC03 hospitality program provided Clayton Utz with a unique opportunity to communicate with its clients over an extended period of time and in a more informal manner, rather than on a strictly business level. Key results included:
- 87% of key clients attended RWC03 with Clayton Utz
- Twenty seven new business opportunities were identified from existing clients
- Excellent seating was secured
- $4,601 was raised for CCIA
- The implementation budget was only 12% of the overall cost of the program
|
