My experience includes:
Destination marketing & tourism
Visit Herefordshire: Providing strategic advice & hands-on delivery
Identifying market segments and working up user personas through to devising creative campaigns to support a new marketing plan designed to support the county’s COVID recovery. Delivery includes copywriting, with a focus on content for the forthcoming web site e.g. inspiring itineraries.
GO! Southampton: Auditing marketing activity
Auditing marketing activity, developing ideas for future initiatives and advising on resourcing for this dynamic Business Improvement District.
Pembrokeshire Destination Management Plan: Planning the visitor experience
Working as a member of the team tasked with drafting this plan. My role focused on marketing and target audiences, including tourism trends.
Celtic Routes: Driving visitors throughout South West Wales
Creating and copywriting new thematic, cross-border driving routes which explore star attractions and uncover local favourites across Ceredigion, Carmarthenshire and Pembrokeshire.
Gwynedd County Council: Creating a new marketing plan for Caernarfon
Developing the marketing plan for Caernarfon, a Tourism Attractor Destination selected by Visit Wales to receive significant funding.
Visit Cornwall: Identifying new markets
Running a workshop to help identify and prioritise secondary target markets.
Eaton Manor Country Estate: Energising customer communications
Regularly running workshops with this luxury holiday cottage provider to support their marketing, including visual direction of the brand, mapping the navigation for new web site and identifying marketing touchpoints.
South East Wales: Finding new ways forward
Analysing the destination marketing activities of South East Wales’ 10 councils and recommending methods of better delivering collaborative work in the future.
One Historic Garden: Growing audiences
Developing the brand and marketing materials for this collection of parks and gardens to raise awareness and visitor numbers, including visitor leaflets, advertising and travel trade campaign
South Bank London: Leading the tourism consortium
Heading up the marketing consortium for London’s South Bank for over 7 years and setting up a dedicated venues group to bring in more business from meetings, events and conferences.
Arts, culture & sport
Royal Society of Sculptors: Putting the Society on London’s cultural map
Providing ongoing support to deliver the marketing strategy in order to raise awareness and attract new audiences. Also, managed renaming and rebranding process.
Ledbury Poetry Festival: Planning new approaches to marketing
Helping the Festival prepare to test new approaches to marketing. Included running workshops to identify and understand priority audience segments, as well as developing creative marketing ideas which best respond to their needs.
NYMAZ: Building national awareness of this forward-thinking youth music charity
Managing the marketing (since 2011) including branding, social media, PR, annual report, plus advocacy campaigns around rural isolation and providing marketing training for partner organisations.
Connect: Resound: Helping more children to make music
Ongoing marketing and PR support for this digital music education project. Connect: Resound delivers real-time, virtual instrumental tuition to children in rural areas and also broadcasts live music experiences to schools and families.
Welsh Triathlon: Equipping in-house team to promote themselves
Running PR and social media training to provide the team with the skills and know-how to start managing their own campaigns (with Jane Thomas PR).
Wales Sports Awards: Award-winning copywriting
Interviewing finalists and writing profiles to help secure press coverage (with Jane Thomas PR).
Fair Education Alliance: Copywriting with clout
Writing the executive summary for the Alliance’s Report Card about UK’s educational inequality.
Museums & heritage
British Museum: Pinpointing brand values and messaging
Working closely with the education team to enhance their brand and communications. Included a bespoke workshop and development of brand values.
Hartlebury Castle, Worcestershire: Helping Hartlebury secure HLF success
Writing the marketing plan for the Museum’s Heritage Lottery Fund bid.
Gunnersbury Park Museum, London: Preparing a detailed HLF plan
Drafting a three-year marketing strategy and action plan to support the Museum’s successful Heritage Lottery Fund bid, plus training session on marketing and PR.
Hall Place and Danson House: Bringing visitors to Bexley
Writing and delivering the marketing plan for the two historic houses, from new visitor collateral to a travel trade campaign.
Petersfield Museum, South Downs: Generating a clear vision
Leading a workshop with the trustees to better articulate the museum’s vision for the future.
Florence Nightingale Museum, London: Transforming perceptions
Developing and delivering the marketing & PR launch plan for the refurbished museum.
Barking & Dagenham Council: Marketing mentoring
Improving marketing knowledge, skills and confidence within the heritage services department.
Churncote Farm Shop & Butchery: Creating a new brand, signage & promotional literature.
Wyevale Nurseries: Conducting competitor research and generating creative ideas.
Chester West & Cheshire Council: Leading on the creation of public consultation materials, including a leaflet and exhibition panels, regarding the £300 million Northgate leisure and retail development scheme.
Jubilee Gardens, London: Developing the consultation strategy, conducting baseline research to ascertain local usage and requirements, creating a project identity and informative marketing materials, managing liaison with local stakeholders, staging high attendance exhibitions and events, running the press office.