Marketing
communications
A clear direction,
accurate positioning and integration of multiple
communication disciplines are key attributes of an
effective marketing communication programme.
Your marketing campaign needs to create a call to
action that people feel moved to answer.
I can help you
get the most from your marketing spend by:
- clear definition
of messages and audiences
- creative writing
and content generation
- understanding
which marketing disciplines add value
- integrating
different disciplines effectively.
Client case studies
Aviva wanted to
reattribute surplus money that had built up in two
of its with-profits funds. To do this, High
Court approval had to be gained and a target of 80%
of eligible policyholders had to vote 'yes'
I was policyholder communications manager for what
in effect was a combined 'mini general election,
major product launch and complex business merger'.
I managed policyholder strategy and communications
for 6 million customers including content for web,
customer call centres and mailings. The
project achieved 84% positive take up by customers
and delivered access to £650 million of capital for
shareholders. Success for the project was
recognised by a Marketing Society award for
excellence in marketing teamwork.
For
Johnson Matthey I managed a joint
political and media campaign to raise awareness of
the need for cleaner transport fuels and helped the
company to achieve a voice in public debate.
The campaign was enormously successful and paved the
way for British interventions in the EU which
resulted in regulation imposing these cleaner fuels.
During the same period a major new product launch
was a landmark for Johnson Matthey and achieved far
greater public recognition than any previous launch.
Last updated 25/01/12 |
