Royal British Legion Case Study

Extensive campaign planning and carefully chosen telemarketing staff generate new opportunities for Royal British Legion Industries.

Royal British Legion Industries was established in 1919 to provide treatment, training and support to service personnel returning from the Great War. Today RBLI still operates with the same aims in mind and on the same site but has grown to be an entire village, offering welfare, healthcare, housing, training and support to the armed forces community and their families.

RBLI is well known for helping those involved in previous conflicts but is now embarking on an expansion programme to give more help to those returning from current conflicts.

RBLI has a simple and clear objective; to provide quality care, support and employment opportunities for both the ex-armed forces community and disabled civilians alike. Within their manufacturing division real opportunities for personal development and long term employment opportunities exist for the 120 people currently employed, even though 70% of them are disabled or have a serious health condition.

All profits generated from the sale of goods or services that emanate from their factories are reinvested to either create yet more employment opportunities for the growing number of ex service personnel or to fund the healthcare, welfare and housing needs of their Beneficiaries..

Project background

As part of the employment expansion programme, RBLI partnered with The Telemarketing Company in an initial campaign targeting companies who buy and use wooden pallets for distribution.  The Telemarketing Company was chosen due to its successes with clients of a similar ethos and culture.  

A great deal of attention was given to the planning of the campaign to maximise the return on investment.  Potential companies were selected around the RBLI site in Aylesford Kent, and the data was prioritised according to proximity.

Staff were handpicked to deliver the message in a commercial yet sensitive manner and briefed in the background to RBLI. 

Project execution and results

The Telemarketing Company tested the water with an initial campaign of 42 hours, spread over two weeks.  Regular feedback sessions were booked and call recordings were used to improve performance. In the trial campaign 22 leads were produced, with a further 12 pieces of Information passed over, which could also turn into leads.   The leads were booked with decision makers in diverse manufacturing plants across the region, their only commonality being the purchase of new wooden pallets. Many of those leads have subsequently converted into Face to Face Appointments. 

Due to the success of the initial trial, further campaigns are being planned; as a follow up to the nurtured database in wooden pallets, in fruit bins and to promote the RBLI Employment Solutions division.

The Telemarketing Company quickly understood that whilst the Royal British Legion Industries may be a charity, we don’t expect to be treated as one. RBLI, supply industry leading products to the highest standards of quality at a competitive price but unlike our competitors, every one of our products is supplied with a ‘feel good factor’ at no extra charge! The team at The Telemarketing Company quickly grasped this concept and were able to communicate it in such a way that companies who were unfamiliar with RBLI quickly understood our proposition. The leads and enquiries generated from this, our first foray into telemarketing, will no doubt yield new opportunities that will themselves contribute to long term sustainable employment for our Beneficiaries.”

UK Commercial Manager, Royal British Legion Industries