Always keep colleagues informed.<br>Inspire them about the potential.<br>Educate them about the value of change.<br>Involve them in creating change.<br>Change the metrics to change the people.

The last year has seen big changes to the ROH’s overall marketing approach, again driven by data. This has meant a radical reduction in spend on paid-for media (press, radio, outdoor, printed brochures), where results can’t be tracked, and instead focussing virtually all investment on digital marketing, where return on investment can be closely monitored.

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