When we started the Marketing Clinic, there were no plans to create a marketing role. It was clear to me from the outset that in order to deliver the impactful brand key messages we had uncovered, it was paramount that they put a case forward to the University to recruit a Marketing Coordinator. Before we finished the Clinic process, York Science Park were given confirmation that they would be recruiting.
Through the first phase of the consultation project, The York Science Park team gained fresh perspective on how strong their brand message could actually be – and the impact their work has on York’s enterprise landscape. The Brand Clinic resulted in a really clear and concise key message summary that can inform all creative marketing output.
The marketing objectives and key performance indicator dashboard was something York Science Park never had before. This document included all top-level business metrics, starting with the main financial objective and working down the hierarchy of marketing and sales objectives, with relevant KPI metrics.
The sole purpose of their new Objective Dashboard is to track the top-level marketing strategy. With a simple traffic light system on all metrics, it became a powerful tool to inform and trigger marketing activity in upcoming planning cycles.
The second phase of the project was designed to prepare the Marketing Coordinator role with all the strategic tools they need to hit the ground running. This included a Marketing Playbook, outlining the aims and reasoning behind all marketing activity – in particular, content and PR. It was also a chance to draft up output planners.
The final part of the project was handing over and supporting the Marketing Coordinator in their new role. It gave them a chance to fully understand the brand messaging and plan their first couple of months in post. My support ranged from fine-tuning a content and email strategy to helping them develop the first stages of a 12-month strategy.