Melbourne & Olympic Parks Trust

Business Events Team Review and Remodelling

In September 2009, Melbourne & Olympic Parks Trust Management engaged Milestone Creative to review current strategies and processes in conjunction with the Sales and Business Development Manager in an effort to resolve current challenges and create an integrated strategic plan for the Sales Unit.

 

The project was completed over a three week period, with a reverse Project Scope provided recommending the following four Modules to be completed over four one-day sessions with workshops, investigations, training sessions and consultation with the Sales and Business Development Manager and Sales Unit team; Strategic Direction, Marketing and Business Development, Staff Structure & Reporting and Performance, Efficiency & Accountability.

Results at a glance.

TOTAL DIGITAL IMPRESSIONS
1000
TOTAL CLICKS THROUGH DIGITAL ADS
0
ORGANIC FACEBOOK REACH
0
DIRECT CHECK-OUTS INITIATED BY DIGITAL ADS
0
sTRATEGY

Milestone built out the strategy including identifying target markets, key messaging, channels and key timings for the campaign.

PROMOTION

Milestone worked with local groups to distribute discreet ticketing offers and grassroots marketing initiatives.

DIGITAL ADVERTISING

A fully intergrated digital marketing compaign was deployed across Facebook and Google Search, as well as remarketing and content marketing campaigns.

MEDIA PLANNING

Milestone planned and booked relevant media across eDMs, print and local venue activation.

Campaign Overview.

  • Strategic review of Venues, Corporate Events and Hospitality Division
  • Strategic review of sales team | Needs analysis – resources and products
  • Engage staff and identify and assess issues (series of workshops and interviews)
  • Develop new products, packages and approach to increase revenue on non-event days
  • Team restructure, develop PDs, work-plans, KPIs and actively engage new staff
  • Develop Sales and marketing strategy to leverage existing opportunities and attract new business, including capturing and use of data
  • Identify key markets and segmentation and assign to key staff
  • Review and streamline sales processes
  • Introduce ongoing sales training (specialist) for the team

  • Once again Milestone have out done themselves. You were brought into this project with limited time and the challenging task to design and built a student portal to support a new online teaching platform for NAS dealing with unchartered territory through Covid-19. A huge thank you and congratulations for a job well done. I know how hard Chris and you worked on this to deliver an outcome within 10 days for NAS…We have ambitious aims to continue to grow our online learning offerings and look forward to working with you again.

    Terese Casu, Head of Advancement | National Art School

Let’s work together.