The Advanced Business Development Network (ABDN)

 

ABDN

Award winning collaboration with the ABDN

The ABDN is a cluster group of 18 independent engineering based SMEs in the West Midlands.  The companies collaborate to attract larger contracts, complementing each other with varying skills and resources.

 

Challenge

To focus the ABDN's marketing activity, giving the group a competitive edge 

Solution

Mark Hayward, a marketing management graduate, worked with the University of Wolverhampton to develop and implement collaborative business and marketing strategies to promote the network. 

Results

  • Redesign of the ABDN website
  • Over £250,000 in potential new business from Google Adwords campaign
  • Acquisition of a dormant company
  • Finalist at the Lord Stafford Awards
  • Winner of the CISCO Award for Innovation in Digital Marketing, at the Lord Stafford Awards
  • Additional collaborative projects with University of Wolverhampton students
  • Digital marketing knowledge disseminated across the network
  • Associate permanently employed by company

In their words

Roy Taylor, Managing Director, Malthouse Engineering Co. Ltd

"As individual SMEs we do not have sufficient size to recruit expertise in all disciplines including marketing, but having the critical mass of the ABDN group has enabled us to not only draw on the most up to date techniques from Mark, but has made access to working with Universities so much easier. Attracting graduates to manufacturing is so much more rewarding using KTP."

Mark Hayward, KTP Associate

“The Knowledge Transfer Partnership provided a great opportunity to increase my qualifications and work experience. I have been able to lead a project which has delivered significant benefits to the University, the company and myself. I would definitely recommend KTPs to graduates and companies.”

Paul Buszard, Lead Academic, University of Wolverhampton Business School

“One of the aspects of KTPs that makes them so valuable is that because the associates work at the cutting edge of their discipline, knowledge transfer becomes a two-way process.  Mark and I have co-authored a conference paper, the work which we have done during the KTP has informed my teaching..."