BeStUSeoFDAtAineneRGY,
enViRonMentAnDcARBonMAnAGeMent
WinneR
energySavingtrust
tangibleData
Reducingtheenvironmentalimpactofcompanycarfleets
Tomaximisetheimpactofitsactivity,EnergySavingsTrustneededtobuildaprospectdatabaseofcompaniesmostlikelytowantto
reducetheenvironmentalimpactoftheirvehiclefleetaspartoftheircorporateandsocialresponsibilitystrategy.Thiswasdeployed
intobothoutboundcallingandemailtodrivesign-uptochangedpractices.Thejudgesfeltthiswasastand-outentryshowinggood
insightanditsimpactoncommunications.
ESTwantedtoacceleratethepenetrationofitstransportservicesamongtargetorganisationsbydrivingtraffictothewebsite,
buildinganemailsubscriptionbaseandsigning-upcompaniestoindividualGreenFleetReviews.Thekeytothecampaignwascold
prospectdataplanninginordertosupportmulti-channelcommunications.Availabilityofrecentemailaddressesforbusinesswas
critical.Analysisoftheexistingdatabasewascarriedouttoprovidethebasisforsourcingadditionaldatasets.
Researchhadshowedthat7percentoflargerorganisationshaveaspecificindividualresponsibleforenvironmentalsustainability
comparedto19percentofSMEs.Overhalfofpublicauthoritieshavesomebodyinthisrole,too.Asegmentationoftheexisting
databasehadalreadysplitthetargetaudienceintotwogroupsbasedonjobfunction,sectorandemployeesize.Fleetdatais
expensive,makingitvitaltooptimisewherethisissourcedfromexternalproviders.
Theprospectdatabasewasdevelopedusingexistinginformationsourcesandpurchaseddata,nettedintoamarketableuniverse
andsegmented.Aresforgrowthwereidentified,includingsectors,sizeandgeographicallocation.Thecollateralforemailand
outboundtelemarketingcampaignswasthensetup,togetherwithtracking,tagging,testingandseedlists.
Theobjectivesforthecampaignweretodrivewebsitetrafficandsign-upsfortheemailnewsletter,increasingtimespentonthe
website,driveupawarenessoftheopportunitytoreducecarbonfootprintthroughimprovedfleetmanagementandtosignupfor
GreenFleetReviews.
Theseincreasedbyover5percent,withsmallfleetsgrowingby5percent.Overall,thedatabasehasbeenincreasedby8percent,
providingawiderspreadandpenetrationintermsofSICcode,jobtype,sizeofcompanyandregionality.
Sponsoredby:
LAteRALGRoUp
LateralGroupcombinesdata-ledstrategicinsightwiththemanagementofofflineandonlineoutputsco-ordinated
throughourIntegratedCommunicationsManagement(ICM)modeltohelpyoudefine,deployandmeasureyour
marketingmessagingusingthemostappropriatecommunicationchannels.
Wereducethecostofyourcommunications,reducethecostofyourinternalprocessesandincreaseyourreturnon
investment.thinking.people.www.lateralgroup.co.uk
DAtAStRAteGYAWARDS2009|1
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