Owners of market leading media publications and events globally in the media and agricultural sectors, providing news, analysis and insight. Mirroring the communities served, it is facing tough challenges around audiences and value for money perceptions.  2016 is a transitional year for stable title Farmers Guardian where I’ve led a strategic brand refresh:

• Researched and recommended core messaging ‘look & feel’ to maximise audience engagement

  • Improving share levels for social media content by 600%

  • Focus group qualitative research showed improved value for money perceptions of subscription packages post refresh

• Streamlined existing contact strategy and integration of digital and social media touch points to maximise audience interaction

  • Improved response rates which increased average membership revenues by 8%

  • Reinvested 15% of budget into digital activity from channels with lower effectiveness

• Developed an integrated communications plan to accompany editorial changes

  • Minimising a drop in sales volumes to less than 3% despite significant cover price increases

• Influenced and rolled out a department cultural change programme for marketing, subscriptions and customer services teams, focusing on driving innovative thinking, accountability of targets and improving audience understanding