November was an outstanding month for Premiership Rugby following the launch of their partnership with CRM Marketing experts, Goodform. In one month alone Premiership Rugby saw a 30% growth in their emailable database which takes the total database growth to almost 50% in just 8 weeks of the partnership being launched.

Goodform’s work as their CRM Agency has resulted in the Premiership Rugby database being significantly enhanced which has resulted in an impressive increase in email open rate from 25% to 30% in November alone.

A comprehensive digital marketing campaign around the London Double Header held at Twickenham last weekend, saw 81% of ticket sales to new purchasers, showing once again the commercial impact of targeted engagement within a database.

A significant part of this growth was achieved through the innovative newsletters sent to Premiership Rugby fans. Try of the week dynamic images and fans social media posts have seen engagement rates rise. In addition, Supporters are able to select their preferred Premiership Rugby club, which then dynamically populates each newsletter they receive from Premiership Rugby, creating a highly personal, and effective, approach.

James Tyler, Head of Marketing at Premiership Rugby commented, “Continuously increasing the understanding of our fanbase is crucial for us in order to grow and further engage with Premiership Rugby supporters. Goodform have very quickly helped us identify more fans than ever and we are now working together to create more personalised email marketing campaigns. We are delighted to be seeing such positive results already, Goodform’s expertise and innovative ideas are invaluable to helping us realise our objectives in this area.”

Michael Jones, Managing Direction of Goodform, added, “Following the success of our extensive research project with Premiership Rugby, we were delighted to extend the relationship and be appointed their CRM Agency. The growth and engagement figures we have already seen have been an excellent representation of our positive partnership and we look forward to a very positive future with Premiership Rugby.”


Goodform, the CRM Marketing experts, are working with the highly respected Conservatoire of Dance and Drama, confirming the need for consistent and effective data handling and reporting across sectors.

The Conservatoire comprises eight specialist schools delivering world-leading education and vocational training in the performing arts. The Conservatoire schools train the performing artists and production professionals of the future: actors, circus artists, dancers, stage managers, technical theatre practitioners, choreographers and directors. Across the Conservatoire, students benefit from an unrivalled quality of teaching, to which access is given regardless of background or financial circumstances.

As a publically funded institution, the Conservatoire faces all the same challenges of accountability and reporting to government as much larger universities, but with the challenges of lower staff levels and associated budgets.

The Conservatoire enlisted the assistance of Goodform given the CRM Agency’s specialism in delivering consultancy and services around data and CRM. Goodform are working closely with senior managers at the Conservatoire to ensure good data governance and that the organisation’s unique needs are met throughout the process.

As part of the project, Goodform have undertaken an initial systems evaluation to fully understand the current complexities of reporting activities to the government across all eight schools. Given the demand for the availability of useful management and financial information in order to monitor the effectiveness of the organisation, Goodform are helping to strengthen the efficiency of these processes.

With multiple schools to consider, and the high demand to gain a place at each school, there is a clear need for one consistent, flexible and transparent approach. Following the systems evaluation, Goodform will work with the Conservatoire on the development of an Information Strategy to highlight the extent to which a modern, complex organisation rely on information. Primarily, the strategy will focus on the information flow from the individual schools to the collective Conservatoire overview and then to Government, providing the cornerstone of a process to procure suitable software and systems for administering the schools and aiding the Conservatoire in its reporting obligations.

In essence, Goodform’s approach involves identifying the inputs and outputs required today, making allowance for the fact that some of these will change over time and, only then, commencing the process of identifying the best software/hardware solution to meet those needs.

Mahua Nandi, Director of Finance at CDD, commented, “Goodform have been an invaluable partner in making sense of the complexities inherent in our institution. They have brought a wealth of experience, good humour and a clear head to the process, for which I have been immensely grateful.”


*Image: Central School of Ballet, by Bill Cooper


Research carried out by Goodform in the wake of Rugby World Cup 2015 has informed a new report on the economic impact of the Tournament, published by Ernst & Young.

Rugby World Cup 2015 was, according to World Rugby Chairman Bernard Lapasset, “the most competitive, best-attended, most watched, most socially-engaged, most commercially-successful Rugby World Cup”, and the fifth largest single-sport event of all time. Having been appointed as retained CRM and research partner for the Tournament in 2012, Goodform’s work did not stop when Richie McCaw lifted the trophy.

With the need to evidence the economic impact of the Tournament in mind, Goodform distributed a survey to all international residents on the Tournament database, The Front Row, in order to capture key information from international visitors to the UK during the Tournament.

Via an online survey which received an impressive 11,111 responses, Goodform explored international fan visits to the UK during the Tournament and their behaviour and spend whilst in the country.

Key statistics included in the economic impact report are derived from this crucial research piece, including the length of stay in the UK, the cities visited, and spend on areas such as food & drink, accommodation, shopping, entertainment and activities.

The research also highlighted extremely positive views of the UK and the Tournament from international fans, as EY’s report highlights: 72% scored their experience of the Tournament as 9 or 10 out of 10, with 69% describing themselves as ‘extremely likely’ to return to the UK in the future.

Speaking of the research, Peter Arnold, Director of Ernst & Young’s Economic Advisory, said, “Goodform’s research enabled us to evidence the economic contribution made by international visitors during the Tournament. Goodform’s market research expertise ensured that the survey provided invaluable data from a very robust number of international visitors. This data underpins many of the report’s key findings, from the number of nights visitors stayed to their likelihood to return in the future. Crucially, we were also able to use the data from the research to derive overall international visitor spend, and the impact on individual host cities.”

Alexandra Kyrke-Smith, Head of Research & Insight at Goodform, added, “The fantastic response rate to this survey is illustrative of what an engaged database The Front Row was, driven by high levels of personalisation and the use of dynamic emails to target relevant information. This research piece was a fantastic project, reaching residents of over 100 countries, and we’re delighted to see the data from our report underpinning so much of EY’s publication.”

You can download Ernst & Young’s full report at


Goodform are delighted to announce Wembley Stadium Tours as a client once more.

From England’s emphatic World Cup victory in 1966, the unforgettable Live Aid concert in 1985, or the historic ongoing tradition of the FA Cup Final, the popular Wembley Stadium Tour gives fans the chance to go behind-the-scenes at the most famous stadium in the world.

Goodform run the enquiries and bookings centre for Wembley Stadium Tours, handling calls and processing bookings to ensure the Tours remain a popular visitor attraction.

Richard Manning, Retail & Tour Administration Manager, at Wembley Stadium, said “It is fantastic to be working once more with Goodform. Even though some of the personnel have changed since we last worked with them, the company ethos has not. It gives me great pleasure to have the team running our call centre operation as they understand our needs and requirements, and deliver a great service at all levels.”