Portfolio of Experience
Developing a campaign strategy to empower behaviour change in public health.
Public Health Essex | Public Sector Authority
Services: Workshop, Consultancy, Campaign strategy, Budget planning and Delivery proposal
Date
Jan 2024 - Mar 2025
Brief
A Public Health service were looking to engage residents differently and connect with harder-to-reach communities to help minimise uptake of risky health behaviours. They required a Specialist Advisor to translate this goal into a comprehensive campaign strategy to align with service delivery.
What I Did
- Delivered senior leadership workshops to inspire and discuss the key challenges for citizens
- Devised a high profile, scale and spend Marketing strategy centred on scalable behaviour change marketing across the county of Essex
- Developed, user-tested, delivered and supported the roll-out of a new Public Health brand
- Developed collateral to support the operational requirements of the programme, including a strategy reference document, marketing plans for each campaign and a RACI project management doc
Repositioning services, building brand fame and growing their B2B authority to build their customer base
Raw London | B Corp Creative Agency
Services: B2B marketing strategy, Event launch support, SEO optimised article and case study writing, Email campaigns, Content delivery
Date
Oct 2022 - Mar 2023
Brief
Raw London have delivered award-winning creative campaigns for global charities such as Save the Children and Whale & Dolphin Conservation, to consumer brands like L'OCCITANE. At a critical period of growth, they were looking for support to help them grow their agency brand profile, reputation and client roster through all stages of the marketing funnel.
What I Did
- Managed the content strategy and calendar
- Planned and executed their hybrid event calendar
- Launched a new webinar series, State of Social with a marketing and pipeline plan
- Built the presence of their campaign work through earned media coverage and written case studies
- Supported their overall B2B Marketing Strategy
- Lead the development of their marketing-sales funnel and data measurement via Hubspot
Results
- Delivering their most highly rated, registered and attended hybrid event to date in February 2022
- Identifying a key pain point and delivering their new webinar series, which exceeded attendance targets and delivered a 85%+ net audience score
- Bringing new relationships, target leads and prospects to the fold through earned coverage, events and client targeting
Building a new B2B marketing strategy to support the agency's rebrand and repositioning
Studio Republic | B Corp Digital Creative Agency
Brand and B2B Marketing Strategy, Article and Case Study Writing, Content Delivery
Date
July 2021 - August 2022
Brief
Studio Republic are a B Corp digital creative agency operating across the UK market. The agency had worked on a number of big ticket client projects across over two decades of business. Prior to working with them, they had just completed a successful campaign in partnership with London Marathon events called the 2.6 challenge to support charities that were otherwise struggling without mass participating events generating income. Their challenge was that their brand wasn't recognised distinctively as the agency behind their charity client's work. They required a story alongside their relaunch of the new agency brand as well as clear engagement touchpoints to build their personality and voice of authority in their field.
What I Did
- Delivered a B2B marketing strategy centred on connecting prospects to the team and their expertise, to be rolled out across internal channels, partnerships and editorial
- Successfully relaunched agency brand and proposition
- Secured placements in recognised, and industry based publications and platforms such as The Big Issue B Corp edition, JustGiving UK and B Corp social
- Led on co-marketing content for a webinar and lead gen series in partnership with JustGiving UK as a recognised agency partner for website solutions for 100s of charities
Coaching senior leadership in their brand storytelling and marketing activity
Leiho | Social Enterprise
Brand and B2C marketing strategy, Segmentation and positioning analysis, Data analysis, 1-2-1 Coaching and consultation
Date
Jan 2021 - Dec 2022
Brief
Leiho is a social enterprise that helps fund employment and personal development projects to help rebuild lives through the sales of their products. Over key seasonal periods, they saw positive growth in sales and social impact. Despite successful direct response marketing windows, they felt they needed to build a brand and audience strategy that built a nurtured customer base for sustainable, long-term growth.
What I Did
- Organised monthly consultancy calls to review their audience profiles, segmentation, seasonal promotions and content strategy
- Offered myself as a mentor and marketing specialist to support their journey of growth
Results
- Empowered senior leadership with a built understanding of bringing the marketing mix to their product
- Invested efforts into key seasonal windows where their products are most in-demand
- Fixed marketing resource in their small but mighty team delivering real-time results
Refreshing Heart's new feel good music proposition across the UK
Heart | Radio Entertainment Brand
Services: Brand and Marketing, Campaign Management and Delivery, Paid Social
Date
August 2018 - April 2020
Brief
To support the feel good music proposition which positioned Heart as a mood-led station playing current songs you know and love. It was important that any brand marketing and campaigns that followed its rebrand supported this new music proposition and helped the station appeal to 25-44 year old target listeners.
What I Did
- Worked with design and media buying agencies, in-house creative teams and artist management to finalise 'I Heart 'Artist' creative approach across all channels as part of the new brand launch
- Delivered from idea to execution integrated brand marketing campaigns across outdoor (incl. big ticket London bus wrap creative), TV, cinema and paid social
- Developed and delivered social editorial brand guidelines as an extension of the new Heart Brand
- Supported Editorial teams to rollout the new brand across social media platforms
- Developed and delivered a brand launch campaign of 'Heart Dance' extension brand across outdoor, audio, paid social and partnerships
Results
- Quarterly increase in brand awareness, perception and consideration in user testing across the UK