The success to date has now started to develop into overseas markets such as the Middle East and Europe, with new operations planned in the UAE and Switzerland in the not too distant future, as part of the long term strategy, which durhamlane continues to drive.

Background

Cravens are an integrated marketing communications agency headquartered in Newcastle upon Tyne.  Cravens has a team of 30 people across five core disciplines – Digital, Design, Strategy, Planning and PR. With an comprehensive and exciting portfolio of clients Cravens has a market leading reputation focussed around three vertical market sectors – Leisure & Tourism, Sport and Financial Services.

The Challenge

Cravens has evolved organically over the years with growth built primarily around reputation and word of mouth.  With a downturned economy, especially in the financial services market where its largest client Northern Rock was a one of the most high profile casualties, Cravens faced some key challenges.  This catalyst for change, through no fault of their own, required a strategic shift towards a more direct and targeted approach to sales and business development.

Understanding the business and landscape

Following referral from two existing clients, durhamlane (previously Frontman) was initially engaged to conduct a sales and market / client review. Our observations and research uncovered that although Cravens had a very exciting and strong portfolio of clients this reputation and these relationships were not being best leveraged to create a sustainable pipeline of new business opportunity.

Refining processes and Selling at a Higher Level

Engaged by the management team, durhamlane reported directly to the Board on a bi-weekly basis.  Our recommendation and their brief was to strategically position and promote Cravens services whilst building a sustainable pipeline of new business opportunity.  Our starting point was working alongside the Account Directors to identify, connect and build strategic relationships with existing clients first, before branching out to new prospects in the same sector and new verticals.

Results

Our on-going relationship over the past 12 months continues to grow and prosper in terms of new client opportunities and shared success.  Our partnership has resulted in significant new client wins and new income streams.  An example of this is Cravens entry into the gaming and gambling marketplace, blending experience in the financial and sports arena,leading directly to new business wins with the likes of Victor Chandler and 32Red.

The success achieved to date has now started to develop overseas into markets such as the Middle East and mainland Europe.  Substantial new client income and an overseas operational presence are now short term steps forming part of the long term strategy which durhamlane continues to drive.