EMAIL BROADCASTING SPECIFICATION

Case Study
Abingdon & Witney College
Solution
Data supply
Email broadcasting
“The data was very good and it helped us generate a good level of
leads”
Tina Lillington, Head of Marketing, Abingdon & Witney College
Background
Abingdon & Witney College is a leading provider of further education for young
learners, adults and businesses in South and West Oxfordshire. The college
provides full and part-time courses including academic qualifications, vocational
courses, work-based learning and supported learning.
Key to the success of the college is identifying and informing the right people in
its catchment area about new and existing training opportunities on offer. This
requires high quality data and precise targeting.
Objectives
The college recently extended its range of apprenticeships. The objective was to
contact small to medium sized enterprises (SME’s) in a tightly defined area and
inform senior staff within these businesses about the benefits of taking on
apprentices. The first stage was to obtain accurate, clearly defined data. The
second was to reach the desired target audience through e-shots supported by
telemarketing.
Marketscan Ltd, 8 Duke’s Court, Chichester, PO19 8FX, Regd. in England No. 01028314, VAT Registration No. 900 7556 40
Tel: 01243 786711 Fax: 01243 779671 Email: info@marketscan.co.uk Web: www.marketscan.co.uk
Founder member of the
Direct Marketing Association
Registered under
the Data Protection
Act Z2119732
Registered with the List
Warranty Register Reg No. 000963
What we did
Marketscan provided two batches of quality data on 2,500 SME’s within a 10 mile
radius of the college. The data provider worked with the college to define exactly
what constitutes an SME which in this case equated to a company with one to 20
employees.
Contacts were defined not only by size of company and location but also by job
role. Sample data showed the best contacts were HR managers and the most
senior member of staff. The data was validated and Marketscan then sent out a
series of e-shots notifying the target market of the placements available in
different disciplines including:

Health and Social Care

Business Administration

Customer Service

Horticulture

Motor Vehicle

Accountancy

Team Leading

Management
Marketscan’s sophisticated e-software provided fast, accurate information on the
success rate of each mailing, including click-throughs to the Abingdon and
Witney website. The e-shots were followed up by telemarketing calls to provide
more information and encourage organizations to take advantage of the training
available.
Marketscan Ltd, 8 Duke’s Court, Chichester, PO19 8FX, Regd. in England No. 01028314, VAT Registration No. 900 7556 40
Tel: 01243 786711 Fax: 01243 779671 Email: info@marketscan.co.uk Web: www.marketscan.co.uk
Founder member of the
Direct Marketing Association
Registered under
the Data Protection
Act Z2119732
Registered with the List
Warranty Register Reg No. 000963
Client benefits
The e-shot campaign was highly successful. A key factor was the time taken to
understand the college’s precise needs before supplying the data and
broadcasting the e-shots. “Marketscan were really helpful. They were really
obliging in meeting our requirements. The data they supplied was very good and
it helped us generate a good level of leads,” said Tina Lillington, Head of
Marketing, Abingdon & Witney College, adding: “We have used Marketscan a
number of times and I am very happy with what we have done with them.”
Marketscan Ltd, 8 Duke’s Court, Chichester, PO19 8FX, Regd. in England No. 01028314, VAT Registration No. 900 7556 40
Tel: 01243 786711 Fax: 01243 779671 Email: info@marketscan.co.uk Web: www.marketscan.co.uk
Founder member of the
Direct Marketing Association
Registered under
the Data Protection
Act Z2119732
Registered with the List
Warranty Register Reg No. 000963