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Natalie Griffiths Associates - Experience

• Communication Strategy Planning & Evaluation
       Below is an overview of the areas of responsibility whilst employed by British Gas til Feb 2010


                         2. Development of                      3. Project Management of                   4. Delivery of Campaign
                     Integrated Marketing Plan                     key Through-the-line                   Evaluation & Performance
                                                                        campaigns                                  reporting

                    •   Features single view of             •    Includes developing idea using       •   Focused on determining ROI
                        energy & services marketing              insight, previous learnings and          against marketing spend (brand or
                        comms (ATL, BTL & Brand)                 future trends                            commercial)
1    Setting
                    •   Evolves to strategically            •    Proposes consumer research                   • BTL & ATL campaign
    Strategic                                                                                                   dashboard & bespoke
                        support the marketing OGSP               and gains internal support
    direction           and any other business                                                                  evaluation template
                                                            •    Determines objectives and
                        requirements                                                                  •   Additionally providing marketing
                                                                 develops comms brief;
                    •   Requires collaboration with              managing process through to              performance reporting against
                        internal stakeholders &                  creative development (agency)            objectives (Marketing Scorecard);
                        management of external                   and includes research                    and links to business reporting
                        agencies                                                                          (Operational Performance
                                                                                                          Reporting)



    • By managing all aspects of the department’s communication strategy planning,
      it was possible to develop neutral & integrated planning for ATL, BTL, Brand
      and Digital in support of marketing / business objectives.
    • It also ensured an objective evaluation of ROI vs investment was conducted
       © Natalie Griffiths Associates 2010 Mobile: +44 07904972864 Landline: +44 02081339334 Email: info@nataliegriffithsassociates.co.uk
Natalie Griffiths Associates - Experience

• Setting Direction
                                                                                               Brand & Marketing TYP
    –    Review status of objectives against plan (TYP)
    –    Assess macro and micro factors
    –    Align business objectives
                                                                                               September 2008

    –    Agree assumptions
    –    Determine strategies
    –    Outline plans and indicate budget
    –    Collate an OGSP to drive the marketing plan


• Development of Integrated Communication Plan
    – Working with up to 5 external agencies and several
      internal functional department Heads to deliver a
      coordinated Plan.
    – Development of the Plan would begin from April in the
      preceding year and would continually evolve.
    – Responsible for delivering 2008 / 2009 and 2010 Plans

  © Natalie Griffiths Associates 2010 Mobile: +44 07904972864 Landline: +44 02081339334 Email: info@nataliegriffithsassociates.co.uk
Natalie Griffiths Associates - Experience

• Project Management of Key through-the-line campaigns
    –    Review status of objectives against plan (TYP)
    –    Assess macro and micro factors
    –    Align business objectives
    –    Agree assumptions
    –    Determine strategies
    –    Outline plans and indicate budget
    –    Collate an OGSP to drive the marketing plan


• Evaluation & Performance Reporting                                                                   …although Improved customer perception resulted
                                                                                                       in 3rd place being achieved in NPS
                                                                                                      Brand preference                                                   Net Promoter Score (Dual Fuel)

                                                                                                                                                                                                          Improvements with
                                                                                                                                                                                                          NPS now see
                                                                                                                                                                                                          British Gas




    – Working with up to 5 external agencies and several
                                                                                                                                                                                                          positioned 3rd. SSE
                                                                                                                                                                                                          still hold 1st place.
                                                                                                                                                                                                          Note: there is
                                                                                                                                                                                                          minimal difference
                                                                                                                                                                                                          between British
                                                                                                                                                                                                          Gas, Scottish
                                                                                                                                                                                                          Power & E.ON



                                                                                                                                                                         Brand Image



      internal functional department Heads to deliver a
                                                                                                      Minimal change in January for Brand Preference. 57% of
                                                                                                      customers and 8% of non-customers claimed they would choose
                                                                                                      British Gas as th eir first bran d choice                                                            The Brand tracker is
                                                                                                                                                                                                           conducted qu arterly
                                                                                                       “Trustworthy”                                                                                       and determines our
                                                                                                                                                                                                           image position
                                                                                                                                                                                                           amongst customers
                                                                                                       “Trustworthy”
                                                                                                                                                                         Image                             and non-customers.
                                                                                                                                                                                                           The focus for 2009 is
                                                                                                                                                                                                           upon changin g the




      coordinated Plan.
                                                                                                                                                                                                           view of British Gas
                                                                                                                                                                                                           as old fashioned,
                                                                                                                                                                                                           whilst improving
                                                                                                                                                                                                           trustworthy, and
                                                                                                                                                                                                           Kind/Caring as
                                                                                                                                                                                                           measures through
                                                                                                                                                                                                           our brand promise of
                                                                                                                                                                                                           “look after your world
                                                                                                                                                                                                           with British Gas”.
                                                                                                                                                                                                           Activities are in place
                                                                                                                                                                                                           to significant shift all
                                                                                                      “Trustworthy” as a brand metric has been consistently in decline                                     image positions over
                                                                                                      since 2008. From 2009 the British Gas brand will additionally be                                     the next 12 months




    – Development of the Plan would begin from April in
                                                                                                      measured by ‘Is a company I trust’ which will also provide a                                                                    11
                                                                                                      competitor rank.




      the    preceding year and would continually evolve.
    – Responsible for delivering 2008 / 2009 and 2010 Plans

  © Natalie Griffiths Associates 2010 Mobile: +44 07904972864 Landline: +44 02081339334 Email: info@nataliegriffithsassociates.co.uk
Natalie Griffiths Associates - Testimonial


• “Under Natalie's management the 2009 Marketing Plan
  was successfully implemented with 2010's activities
  currently underway. Her ability to galvanise support
  amongst the broader business functions as well as that
  of external agency partners has been key. Her energy,
  passion and commitment is infectious. Natalie is an
  exceptional people manager and team leader and has
  very high personal standards. Her clear thinking drives
  the business forward”
• Jo Haxley, British Gas, Head of Marketing January 2010



 © Natalie Griffiths Associates 2010 Mobile: +44 07904972864 Landline: +44 02081339334 Email: info@nataliegriffithsassociates.co.uk

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Nga Planning Function Experience

  • 1. Natalie Griffiths Associates - Experience • Communication Strategy Planning & Evaluation Below is an overview of the areas of responsibility whilst employed by British Gas til Feb 2010 2. Development of 3. Project Management of 4. Delivery of Campaign Integrated Marketing Plan key Through-the-line Evaluation & Performance campaigns reporting • Features single view of • Includes developing idea using • Focused on determining ROI energy & services marketing insight, previous learnings and against marketing spend (brand or comms (ATL, BTL & Brand) future trends commercial) 1 Setting • Evolves to strategically • Proposes consumer research • BTL & ATL campaign Strategic dashboard & bespoke support the marketing OGSP and gains internal support direction and any other business evaluation template • Determines objectives and requirements • Additionally providing marketing develops comms brief; • Requires collaboration with managing process through to performance reporting against internal stakeholders & creative development (agency) objectives (Marketing Scorecard); management of external and includes research and links to business reporting agencies (Operational Performance Reporting) • By managing all aspects of the department’s communication strategy planning, it was possible to develop neutral & integrated planning for ATL, BTL, Brand and Digital in support of marketing / business objectives. • It also ensured an objective evaluation of ROI vs investment was conducted © Natalie Griffiths Associates 2010 Mobile: +44 07904972864 Landline: +44 02081339334 Email: info@nataliegriffithsassociates.co.uk
  • 2. Natalie Griffiths Associates - Experience • Setting Direction Brand & Marketing TYP – Review status of objectives against plan (TYP) – Assess macro and micro factors – Align business objectives September 2008 – Agree assumptions – Determine strategies – Outline plans and indicate budget – Collate an OGSP to drive the marketing plan • Development of Integrated Communication Plan – Working with up to 5 external agencies and several internal functional department Heads to deliver a coordinated Plan. – Development of the Plan would begin from April in the preceding year and would continually evolve. – Responsible for delivering 2008 / 2009 and 2010 Plans © Natalie Griffiths Associates 2010 Mobile: +44 07904972864 Landline: +44 02081339334 Email: info@nataliegriffithsassociates.co.uk
  • 3. Natalie Griffiths Associates - Experience • Project Management of Key through-the-line campaigns – Review status of objectives against plan (TYP) – Assess macro and micro factors – Align business objectives – Agree assumptions – Determine strategies – Outline plans and indicate budget – Collate an OGSP to drive the marketing plan • Evaluation & Performance Reporting …although Improved customer perception resulted in 3rd place being achieved in NPS Brand preference Net Promoter Score (Dual Fuel) Improvements with NPS now see British Gas – Working with up to 5 external agencies and several positioned 3rd. SSE still hold 1st place. Note: there is minimal difference between British Gas, Scottish Power & E.ON Brand Image internal functional department Heads to deliver a Minimal change in January for Brand Preference. 57% of customers and 8% of non-customers claimed they would choose British Gas as th eir first bran d choice The Brand tracker is conducted qu arterly “Trustworthy” and determines our image position amongst customers “Trustworthy” Image and non-customers. The focus for 2009 is upon changin g the coordinated Plan. view of British Gas as old fashioned, whilst improving trustworthy, and Kind/Caring as measures through our brand promise of “look after your world with British Gas”. Activities are in place to significant shift all “Trustworthy” as a brand metric has been consistently in decline image positions over since 2008. From 2009 the British Gas brand will additionally be the next 12 months – Development of the Plan would begin from April in measured by ‘Is a company I trust’ which will also provide a 11 competitor rank. the preceding year and would continually evolve. – Responsible for delivering 2008 / 2009 and 2010 Plans © Natalie Griffiths Associates 2010 Mobile: +44 07904972864 Landline: +44 02081339334 Email: info@nataliegriffithsassociates.co.uk
  • 4. Natalie Griffiths Associates - Testimonial • “Under Natalie's management the 2009 Marketing Plan was successfully implemented with 2010's activities currently underway. Her ability to galvanise support amongst the broader business functions as well as that of external agency partners has been key. Her energy, passion and commitment is infectious. Natalie is an exceptional people manager and team leader and has very high personal standards. Her clear thinking drives the business forward” • Jo Haxley, British Gas, Head of Marketing January 2010 © Natalie Griffiths Associates 2010 Mobile: +44 07904972864 Landline: +44 02081339334 Email: info@nataliegriffithsassociates.co.uk