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Nga Planning Function Experience
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Natalie Griffiths
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Example of Marketing Planning Function
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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
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