Adduce Marketing Case Study
HTS Management Holdings
HTS Management Holdings (HTS) owns and manages the Lane End Conference Centre near Marlow in Buckinghamshire. The Centre is a purpose built residential conference and training venue with 104 bedrooms set in 26 acres of landscaped grounds.
The ‘meeting venue’ market in the UK is highly competitive and considered to be oversupplied by a mix of hotels, converted country-houses and purpose built facilities. HTS were wrestling with how best to differentiate their facility in order to attract the corporate clients that they targeted, when they decided to seek expert marketing support. Neil Brooks was asked to propose a positioning strategy as well as a marketing programme to turn that into reality.
The resulting marketing strategy started by renaming the venue from HTS Lane End to Lane End Conference Centre along with the delivery of all of the associated re-branding. A major programme of photography was then undertaken during the summer months to ‘show off’ the venue at its best, resulting in the creation of a sumptuous 24 page brochure and a wholly new website featuring an innovative self-navigable ‘virtual tour’ of the Centre’s buildings and grounds.
To complement the new website, an online marketing campaign was set up resulting in an increase in web visitors by orders of magnitude accompanied by a dramatic rise in sales enquiries. In parallel, a telemarketing campaign was run targeting large corporates, local companies and venue-booking agencies. This too generated significant sales enquires and bookings.
Once everything was set up and running smoothly, Neil handed over all of the key materials to HTS and trained selected staff in their usage and upkeep.
"We were impressed with Neil Brooks straight away. He understood our issues very quickly and proposed an approach that made good sense whilst fitting in well with our capabilities and budgets."
Teruko Iwanaga, Deputy Chairman, HTS Management Holdings