CareWorks provides social care case management solutions to help social services more effectively serve, engage and enable service users. Established in 1997, CareWorks has delivered solutions to over 70 organisations in Ireland and the United Kingdom including Adult and Children's services, Criminal Justice, Youth Justice and Community Health organisations.
Careworks was originally put in touch with The Telemarketing Company through Microsoft in December 2008 as part of Microsoft’s ISV (Independent Software Vendor) Partner Telesales Service. At this time The Telemarketing Company was the selected telemarketing agency driving Microsoft’s demand generation service for their channel partners in the UK. Careworks was one of the Microsoft partners to be offered this lead generation service, which creates and nurtures partners’ ongoing sales opportunities and drives ROI.
Careworks had a need to promote their new product CareDirector to Adult and Children’s services in the UK. CareDirector is a social care management information system that enables the public to direct their own services. CareDirector is unique because it has been built on an industry-standard customer service platform from Microsoft.
Project execution and results
The objectives of the campaign were to promote CareDirector’s unique selling points and identify high quality leads that the CareWorks Sales team could follow-up on.
CareWorks and The Telemarketing Company used a blended approach, generally following up a mailshot and then targeting the interested parties.
It was decided that the calling would target multiple decision makers in each organization and leads were made with budget holders and senior business leaders in such departments as social care IT, Adult Services and Children’s Services.
The campaign delivered a great deal of market intelligence as well as pure results and was so successful that Careworks chose to return and fund a further 7 campaigns themselves.
Some of the other campaigns were also used to maximise attendance at events organised by CareWorks including seminars and webinars.
Working with CareWorks over a period of 3 years on at least a couple of campaigns a year, The Telemarketing Company was able to build and leverage product knowledge and truly act as an extension of the CareWorks marketing team delivering a total of 116 leads.