NDC Training is a specialist in health, safety and environmental compliance, and the effective implementation of integrated management systems (IMS). It delivers this through onsite and offsite training courses, consultancy and e-learning. Based in the South West, its clients range from 5 person SMEs to blue chip organisations.

Get bums on seats

Initially for its training courses, NDC needed to generate leads to ‘get bums on seats’. It wanted to do this through email marketing campaigns to both new and existing customers. It addition to this it wanted to take a strategic view of its wider marketing as well as doing some upfront work to analyse competitors, its target market and position itself in the marketplace.

Marketing Strategy

As a first project Xander Marketing wrote a Marketing Strategy for NDC. The strategy:

  • Developed USPs for NDC
  • Analysed the target market
  • Analysed competitors
  • Undertook a SWOT analysis
  • Undertook a market opportunity appraisal of NVQ training
  • Analysed the current and future NDC brand
  • Developed marketing messages for NDC’s campaigns
  • Explored marketing channels (email marketing, tele-marketing, website, search engine marketing, social media, advertising)
  • Recommend a 12 month strategic marketing plan
  • Developed an initial 6 month email marketing campaign

Within 2 days of or receiving the comprehensive Marketing Strategy NDC engaged Xander Marketing to deliver a 6 month email marketing campaign.

Successful Email Marketing Campaigns

The email marketing campaigns started in October 2009. They are focused on generating leads. Each campaign has a 2 page PDF on a thought provoking, topical subject related to NDC’s offerings. By giving away this information and using the principle that anyone that downloads a PDF may be interested in NDC’s services Xander Marketing was able to generate ‘warm leads’ for tele-marketers to follow up.

Email date
Email Subject
Open rate*
Leads generated
Oct 09
10 ways to get fined by the HSE
Nov 09
Risk Assessments – this document is worth £14,614

*Industry average open rate 15% **Industry average click through rate 4%

Xander Marketing is now supporting NDC with a variety of other marketing.