Marketing strategy
Audiences, positioning, messaging and channels. Where should we invest time and money, and what can we leave out?
What I do
What should we do, and why?
I offer strategic advice and oversight for marketing and communication, with the practical experience to understand what a plan requires.
What I work on
A plan people can work with.
I help set the direction, prioritise the effort and make sure the work supports the goals.
Creative direction
Clear briefs and guidance for content, design and social media. The people producing the work need to know what it should achieve.
Oversight and improvement
Coordination, quality and reviewing results. I look at whether the work is effective and what we should adjust.
Strategy first
What are we trying to achieve?
Before choosing channels or starting production, we need to know where we want to go.
I work on audiences, positioning and messaging, and develop marketing, communication and social media plans. The plan should make it easier to choose between activities and use the budget sensibly.
Which channels reach the right people? What do they need to understand, and what do we want them to do? Where does paid advertising fit in? These are the questions I help answer.
From plan to delivery
Someone needs to keep an overview.
I turn strategy into clear briefs, content plans and guidance for writing, design, photography and video. Production tasks can be assigned to people with the right skills while I oversee direction and quality.
Having done much of this work myself, I know which questions need answering before production starts. I can assess what suits each channel, what is practical and where extra effort is worthwhile.
I can also coordinate the work and help websites, social media, presentations and other materials present a consistent picture of the business.
Reviewing the work
Was the result worth the effort?
I care about what the work achieves. What got a response? Where did we lose people? What should we do more of, change or stop?
I use results and experience to recommend the next steps. The aim is to make the most of the time and money invested, and improve the marketing as we go.