The East of England Local Government Association (EELGA) is a membership body representing local authorities in the East of England. EELGA provides strategic support, advocacy, and collaborative opportunities to enhance local government operations and public service delivery across the region. Dedicated to improving governance and service efficiency, EELGA works to address the diverse needs of its member authorities and the communities they serve
The Challenge
The East of England Local Government Association (EELGA) faced significant hurdles in managing their event communications and attendee tracking. Due to server limitations, they were unable to send mass emails through Outlook, which hindered their ability to communicate effectively with event participants. Additionally, they lacked a system to efficiently track event sign-ups and attendance, relying on a cumbersome manual process to transfer data from WordPress to Salesforce and then to Outlook. This manual approach not only led to inefficiencies but also resulted in blocked emails. Furthermore, EELGA did not have a dedicated marketing tool and had to work within a limited budget, with only two Salesforce licenses available.
▹ Server Limitations: The inability to send mass emails through Outlook due to server restrictions, hindering effective communication with large groups.
▹ Inefficient Event Tracking: No system in place to effectively track event sign-ups and attendance, leading to difficulties in managing event data.
▹ Manual Workflow: The process of transferring event sign-up information from WordPress to Salesforce and then to Outlook for emails was manual, time-consuming, and prone to errors.
▹ Limited Resources: A lack of a dedicated marketing tool combined with budget constraints and only two Salesforce licenses created additional challenges for efficient operations.
The Solution
Aspire CRM provided a comprehensive solution that addressed EELGA’s challenges by enabling bulk email sending directly from Salesforce, thereby bypassing Outlook’s server limitations. Custom email templates were built for ease of use, and extensive training was provided to empower the EELGA team to confidently manage their email communications. Aspire also customised the campaign object within Salesforce to enhance tracking and reporting capabilities, allowing EELGA to monitor event attendance and analyse different event types more effectively. In addition, ongoing support ensured that the EELGA staff could smoothly operate their new system, manage events, and send bulk emails without encountering previous limitations.
▹ List View Emails: Enabled bulk email sending directly from Salesforce, effectively bypassing Outlook’s server restrictions.
▹ Customised Email Templates: Built tailored templates to streamline the email creation process, ensuring consistency and ease of use.
▹ Campaign Object Customisation: Tailored the Salesforce campaign object to improve tracking, reporting, and the overall management of event data.
▹ Enhanced Reporting Capabilities: Provided tools to better track event attendance and analyse the effectiveness of different types of events.
▹ Comprehensive Training: Delivered targeted training sessions to equip EELGA staff with the skills to manage email communications and event data independently.
The Results
The collaboration between EELGA and Aspire CRM led to significant improvements in their communication and event management processes. The ability to send bulk emails directly through Salesforce eliminated previous limitations and allowed for more effective communication with event attendees. Enhanced tracking and reporting capabilities provided better insights into event participation, leading to improved operational efficiency and streamlined workflows. Additionally, the training and ongoing support empowered EELGA’s team to confidently manage their event communications independently, contributing to a more efficient and self-sufficient operation.
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Increase in communication efficiency
Increase in event sign-up tracking accuracy.
Reduced manual processes
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Everyone in the Aspire team was great to work.
The service we got from them was excellent.
They took their time to understand our needs and challenges. Handholding us through every stage helped ensure we were happy with every new feature and update.
Great 5-star service.”
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