2023 Assessment Newsletter

International Marketing

Strategy development Since the appointment of our new international marketing agency, Liquid, one of the first tasks undertaken was the creation of corporate guidelines to establish the tone of voice, look and feel, of our messaging and to ensure consistency moving forward. To do this, collaboration began with the domestic team (FullTilt Marketing), assuring coherence between the two continents and numerous markets. A comprehensive marketing strategy was developed, encompassing consumer PR, trade PR, social and digital across the UK, France, and Germany, setting key performance indicators (KPI) and determining key messages. To create the strategy, a market landscape was completed which assisted in identifying the varied approach for each of the European markets. Liquid recruited retail expert, Michelle Butler, to conduct a retail workshop, organized during NCSPC’s sprint UK visit to further identify the approach for each market and discussed an in-depth insights study to determine consumer habits and receive category data. Overseas Marketing Looking to expand NC’s marketing efforts into Germany and France, Liquid began sourcing the right agencies “in-country” that could support such activity. Liquid manages each agency as an extension of the EU effort. Digital The “right” digital strategy is critical for success. Liquid researched options for the new website and weekly newsletter including completing a content and SEO audit using insight tools such as Google Analytics to identify which website pages needed improvement to boost traffic.

Additionally, during Q4 (April-June 2023), the team updated the digital critical path for the next quarter and performed further SEO audits.

Social Media Research The social media team began work on NCSP by researching trends in three primary markets (UK/FR/Germany) as well as which hashtags would best promote the content.

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