Economic Growth in Cambridge
Sowen’s consistent, transparent evaluation framework helped coalesce the efforts of three disparate teams to better target their activities. Ultimately, the board was able to focus on the city’s highest priorities to deliver more and better results with demonstrably less funding.
OPERATIONAL EFFICIENCY:
$2.2M Savings
NET PROMOTER SCORE:
9.25
The city of Cambridge, UK was spending large sums on international promotion, which was being delivered by three separate agencies operating in silos.
The mayor couldn’t determine the ROI from large sums being spent on international promotion. Three separate entities were driving disparate, oftentimes overlapping efforts to draw tourist dollars to the wine-producing region: the Mayor’s office, a public-private partnership, and a promotional marketing agency specializing in international travel.
Sowen quickly realized that to create an itinerary amenable to all, we needed to combine all three entities into a single, public-private partnership that harnessed the overlaps and eliminated inefficiencies and redundancies between teams and individuals. Along the way, we:
1
Introduced a new stack of technology tools and services which helped align internal organizational activities
2
Created an implementation roadmap with key stakeholders to secure the adoption of new tools and processes
3
Developed an internal training program which included live workshops and online tutorials for all relevant staff
4
Introduced single, consistent measurement to evaluate the effectiveness of each promotional business line, so the mayor could see what the return on the city’s investment was and the board could allocate resources to the better performing activities and audiences