We worked with the Royal School of Military Engineering, part of the British Army, to deliver a transformation programme and a model to commercialisation that can be rolled out across other parts of the army to generate income and utilise some of the unique assets and capabilities of the British Army.

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The work started with a commercial sprint review which identified over 70 income generation opportunities. Working with the Army and MOD we created a set of criteria to analyse the opportunities against, resulting in four chosen pilot projects. Alongside this work, a commercial strategy was also developed to provide future strategic direction for commercialisation.

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The four projects were: 
 

• Leadership development workshops focusing on developing resilience in leadership: 

• Project Management qualifications

• Conferencing

• Elite sports development
   

We developed marketing strategies for these four projects before implementing the strategies for a 12 month period. During the implementation we worked with the army to develop their internal resource and capability so they were able to carry on with the commercial development in a sustainable manner in the future.

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For all four of these projects we firstly developed a database of potential customers. This involved working with Companies House data and Experian. A database of 10,000 potential customers was developed that met certain sector and geographic criteria identified in the market strategy we developed.

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A multi-channeled marketing campaign was then launched using both telemarketing and e-marketing with active campaign management to follow up any leads that were created. We also ran a series of open events to further engage the target market.

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The outcomes of the work were:

 

• A new leadership series of workshops run by RSME. This equated to 12 new workshops each delivered four times.

• Two cohorts working towards project management qualifications

• A series of workshops and conferences held in the RSME facilities by businesses in the area

• 21 professional sports teams buying a residential sports development package to support their pre-season training

• Additional income of around £2million for the army

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