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Marketing strategy

Bernstein Associates were briefed to evaluate NCMA’s existing marketing operation, its stakeholders, the channels and tools it used, and the costs/benefits of these approaches with a view to improving the organisation’s marketing output. Utilising sources like NCMA’s business plan, existing research on its brand and convening a cross-departmental workshop, we first helped NCMA define its core messages and prioritise its audiences. Next we examined all of its marketing output and channels by reviewing different media and interviewing key staff. Finally we produced a marketing strategy with clear priorities, budgets, ‘SMART’ objectives and timelines, that included new products and services to expand NCMA’s promotional activities.

Coaching and mentoring

Following our work on the strategy we were asked to coach and support the Publications Manager in her implementation of its aims and objectives. This work included goal-setting, time and budget management, as well as bringing our extensive marketing experience to bear in our guidance.

Internal communications

Bernstein Associates also undertook a staff-wide survey of internal communications in all its guises, including the intranet, newsletters, use of email and meetings. We analysed the results and produced a report of our findings with recommendations that were subsequently enacted.

What NMCA said

We chose Simon’s tender to carry out a marketing audit and strategy because his proposal was very comprehensive and he offered a broad range of experience.

The project was conducted in a very thorough manner and Simon demonstrated he understood our markets. The resulting strategy gave us just what we needed – a practical plan for improving our marketing operation with some new ideas and more effective implementation of some existing ones.

As a result of the marketing strategy, I had no hesitation in asking Simon to mentor our Publications Manager on its delivery. He later did some insightful research work that helped shape our internal communications.

During all of these projects Simon was honest, empathetic and a pleasure to work with.

Andrew Fletcher
Director of Communications, NCMA