Focus on family business for pioneering Exec Ed programme
A focus on the issues facing family businesses underpinned The Honest Marketer’s support to
help Regent’s University London market an innovative new executive education programme.
The vision for Regent’s new four-week residential programme,
Developing Distinctive Leaders – Growing and Sustaining Family Businesses , was to develop management
capabilities in young but experienced leaders in family businesses who wish to broaden their understanding of
the global market. The University had received sponsorship to develop the programme from Paul Gheysens,
the founder and CEO of Ghelamco, a large commercial family-run property company that has global interests
and is headquartered in Belgium.
After conducting a basic assessment of the executive education market, the first stage in the development of the
marketing communications plan was to research the context of family businesses to understand the key issues
and needs of managers working within them, explains Senior Education Marketing Consultant Kathryn Jones.
The most common business model, family enterprises account for two-thirds of all businesses in the world, are
responsible for up to 80% of jobs in most countries and generate an estimated 70-90% of GDP globally. Yet, as
Kathryn discovered, less than a third of family-owned businesses survive after transferring their companies to
the second generation.
“Breaking the third generation curse – as it has been dubbed – is one of the most critical issues facing family businesses across the globe,” said Kathryn. “While you would be hard pressed to identify one single cause for the diminishing impact of successive generations, following discussions with Regent’s academics it became clear that leadership capabilities may hold the key to saving the legacy. Whether it is in relation to the breadth of technical knowledge, level of innovative-thinking, reliability of business acumen or confidence in managing complicated family relationships, the competency of the senior leadership can potentially determine the fate of – and ideally future-proof – family businesses. Consequently, we used this powerful message to underpin the marketing communications strategy.”
Speaking about the support Regent’s had received from The Honest Marketer, Nicola Chapman, Regent’s Director of Marketing and External Relations, said:
"We appointed Kathryn to provide recommendations on marketing activities, a tactical marketing plan and develop the editorial content and branding required to launch a new eminent international senior leadership programme – Regent’s University’s first foray into the business of Executive Education. The project required a fast turnaround, high quality output and an understanding of the complexities of such professional education and the niche market being targeted, namely high-end consumers from global family businesses. Kathryn quickly grasped the issues and relevance to the market, producing creative, effective content and demonstrating exceptional professionalism from the outset. We have greatly appreciated her approachability, flexibility, knowledge and professionalism. The quality of the work has been outstanding and I would highly recommend her."
Developing Distinctive Leaders – Growing and Sustaining Family Businesses will be held at Regent’s University London from May 24 to June 19, 2015. To find out more, contact Programme Director Dena Michelli by telephoning +44 (0)20 3075 6285, emailing leaders@regents.ac.uk or visiting the website www.regents.ac.uk/Leaders.