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The Objective The Results “Zoe is a very talented and creative marketer and I would highly recommend her to anyone looking for strategic thinking to help develop brand positioning and consumer profiling. Zoe is able to add additional dimensions to a base brief and deliver thought-provoking and challenging recommendations. It was a pleasure working with Zoe and she demonstrated a rare ability to get up-to-speed instantly with a new industry, brand and internal culture.” “Zoe was drafted in at short notice to do a competitor analysis as part of our marketing strategy. The work was impressive - it showed a nuanced understanding of the brand, asked important but testing questions, and gave us a rich seam of ideas to explore. She's deeply personable, slotting in easily and quickly, and brought real energy to project. I'd recommend her without without hesitation.”
The Objective: To develop a logo and creative assets to support the new company strapline ‘Engaging & Inspiring Local Communities’ The Work: I developed a new logo with a more up to date, fresh and user friendly look that could be used across a wide variety of material. I also worked with local photographers in each Northcliffe region to gather together a collection of inspirational images that celebrated each region. These images then became the basis for all branded communication. including a deck of 'infinity print' business cards with a new image on each card. The Results: “If ever you want somebody with a truly creative angle to deliver an amazing marketing project then Zoe is right for you. She has an ability to spot a different way of getting a message across, and will then work tirelessly to deliver the project perfectly.”Rich Mead, Executive Director, Northcliffe Media
I have an in-depth knowledge of digital marketing driving traffic and revenue through SEO, CRM, Affiliate, Social Media and Behavioural Targeting. During my time as Senior Marketing Manager I took primary responsibity for marketing the website where traffic grew from 800,000 to 2.8 million UK uniques within 2 1/2 years.
The Objective: To develop a strategy, marketing plan and creative solutions to engage the local market. The Results: “Working with Zoe has given us a much needed fresh outlook on our local marketing. We were bowled over by the level of analysis, market understanding and creative thought that went into providing us with some brilliant ideas for the coming year. Added to that, the quality of her feedback presentation left us in no doubt that it was money well spent”Sophie Robbins, Resort Sales Manager, Exclusive Hotels
The Objective: To associate Metro with recreational aspects of readers lives outside their daily commute. The Campaign: I negotiated and managed a sponsorship deal for a two day music festival taking place in London and Cardiff, entertaining over 60,000 consumers. The 3 year contract required excellent negotiation skills to achieve a good deal for Metro, as well as strong project management skills to co-ordinate a team of people including the Metro marketing team, event owners, sub sponsors and editorial. Specific tasks to co-ordinate included:
The Results:
The Objective: ALD needed someone to manage their branding and marketing as they moved from in-house service provider to a stand-alone logistics company. The Work: I managed the development of new corporate identity and created a marketing plan to launch them into the market. With such a cluttered market, I was keen to give them a fresh look that would stand them apart from competitors. From the creation of a basic ‘shop window’ website to some branded merchandise, direct mail and vehicle livery, ALD Logistics now has some basic marketing tools to develop as their business grows. The Results: Watch this space...
The Objective: Recreate was an idea i conceived to promote Metro’s Green credentials (one of Metro’s topline objectives) and raise brand awareness amongst students (Metro's ABC1 audience of the future). The Campaign: The Recreate competition encourages students of art and design to create something from used copies of Metro and offers prize money to the best designs. I project managed an in house team to deliver the following elements:
The Results: Since its introduction three years ago the competition continues to go from strength to strength and has since attracted interest from a commercial partner. It currently receives 500 plus entries per year and this number continues to grow.
The Objective: To communicate the message that ‘Metro Delivers’ to advertising agencies and get people talking about Metro. The Campaign: I conceived the idea of a 'Pop Up' breakfast Cafe and project managed the execution. The cafe became the focal point for the biggest campaign of the year. Tasks around the campaign included:
The Results:
Here’s a quote from one of the café visitors: "Media owners are very good at generating ideas for advertisers to communicate to their readers/users, but tend not to do such a good job talking to agencies. Metro do things differently and consistently produce innovative trade marketing campaigns that target their core audience and reinforce their brand values. At a time when newspapers are fighting for a share of diminishing budgets, it’s refreshing to see a publisher confidently invest in its product". - Tony Giordani | Associate Director - Press
The Objective: To associate Metro with recreational aspects of readers lives outside their daily commute. The Campaign: Following a group decision to allow Metro to take headline sponsor rights in 2005 from The Daily Mail, I negotiated the elements of a Metro deal with the Ski Show organisers. The deal required strong project management skills to ensure Metro maximised it's investment. I project managed all elements of the deal including:
The Results:
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