Case Study: UCB2GO

United Christian Broadcasters

United Christian Broadcasters (UCB) is a charity with 3 national radio stations and a TV channel. More than 90% of their income is generated through donations.

Brief

I was given the brief to create a strategy to grow the income stream through UCB ‘s web site UCB2GO – the target was one million pounds per year. The privilege of working with the UK’s leading Christian media charity was to good an opportunity to miss.

Solution

I quickly immersed myself in the culture and systems of UCB and their website team. I identified that their greatest strength was a very loyal customer base and a hugely trusted brand. Their weaknesses were the operational and IT functions they had to support the website. The opportunity was created to build a relationship with one of their competitors in order to share resources and strengths. Having delivered this plan I was asked to take on the project of implementing it.

The success of the strategy rested on the collaboration with one of UCB2GO ‘s competitors who although initially wary, caught the vision of how working together would benefit both parties in part as a result of the transparency and ethical approach to the business relationship.

The competitor’s professionalism and skill supported by the innovative strategy enabled UCB to focus on their mission objectives in a profitable manner.

The competitor used their expertise to build a new website for UCB2GO, the site offered all the competitor’s products as well as UCB’s. They handled the customer service, the pick, pack and despatch, giving UCB2GO a much greater range with no logistical or commercial commitments.

The smooth and successful running of UCB2GO created an opportunity to work with its former competitor in a different context that allowed UCB‘s mission objectives to become more effective and support future growth.

Testimony

It has been my pleasure to work with MHC Ltd. over the past couple of years. We have found Mark’s sensible business approach to be very safe to make decisions from, bringing our project to profitability while making significant benefits to the customer. I wouldn’t hesitate to recommend MHC Ltd. to your company.

Carl Brettle,
Operations Director, United Christian Broadcasters

To learn more about how Mark Hurley Consulting helped UCB2GO, please email Mark Hurley.