BUILDING A MARKETING NETWORK OF SPECIALISTS

One of my own fundamental principles of marketing is to ensure I have the right specialists in place to deliver the strategies which I have developed on behalf of the client organisation.


MEASURING EFFECT

I believe that you have to understand the effect of all the media at your disposal, measurement of all activity within an integrated programme is a key stage of building a successful marketing programme. One of my first projects was the commissioning of a Contacts Management Database (CMD). This forms the data architecture underlying the entire business approach to recruiting. The CMD holds in excess of 300 comparable datafields which enables data to be modelled thus enabling the analysis of what has prompted response, the effect of campaigns and the platform for CRM.

The CMD now holds 1.9m individual consumer data records which have been achieved since 2002, our outbound contact and DM strategies are now converting these into applications.

BUILDING TEAMS

I have invested much energy in building a marketing group of military and civillian professionals with specific responsibilities for managing clusters of agencies:

1. National Advertising
2. Research and Fulfilment
3. Digital Marketing
4. Publications and Information Films
5. Education, outreach (public, careers and graduate events)
6. Data management
7. Membership Marketing and CRM
8. Regional Marketing


CULTURAL FIT

The key ethos of agency selection being to ensure we have appointed experts with the top credentials, their own staff have to be committed to my aims and most importantly have a culture which helps us to work in partnership to solve problems.

COMPETITION FOR THE ACCOUNT

Over the past few years the network has been put to the test frequently working across their corporate boundaries to deliver national/regional and local campaigns against the core marketing programme and in support of an array of CONSULTANCY PROJECTS.


I approach all marketing tasks through systematic project management based on PRINCE 2, I combine this framework with the personal commitment and the leadership skills, whether in the board room or working with the field force, needed to build productive award winning campaigns and to motivate colleagues and contractors to successfully achieve implementation of these programmes.

This approach has not only delivered the results but has built a brand that within these agencies account and creative teams compete to work on.

ARMY ADVERTISING



ARMY MEDIA PLANNING



ARMY DIGITAL MARKETING (ONLINE AND IdTV)



ARMY RESPONSE MANAGEMENT



ARMY RETAIL, PUBLIC EVENTS, SALES TRAINING AND INFORMATION FILMS



ARMY MAGAZINE, PUBLICATIONS AND DIGITAL ARCHIVE



CAMOUFLAGE MEMBERSHIP, DATABASE MARKETING AND CRM



ARMY EDUCATIONAL MARKETING



REGIONAL PR AND MARKETING