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Background
Alder King is a leading multi-discipline property and
planning consultancy and six times winner of the Estates
Gazette regional 'Most Active Agent' award. Nicola was
appointed as the firm's interim head of marketing in
December 2006 on a four month project basis, to implement
their national brand identity refresh programme, as
well as to help recruit a full-time marketing manager.
Strategy
Working alongside the firm's Managing Partner and its
Sales & Marketing group, Nicola identified all the
elements within the brand refresh programme and consulted
with the internal stakeholders and various external
design agencies to bring the project to fruition, on
time and within budget, in a 3 month timescale.
The project comprised:
- Finalising the logo colours and typefaces
- The design and print of all external and internal
stationery/templates
- Redesigning the firm's website
- Creating advert design templates
- Creating new brochure design templates
- Implementing 300 agency site boards
- Drafting a brand guidelines booklet
- Overseeing launch adverts and PR in various trade
and regional publications
- Internal communications launch
John Benson, the firm's Senior Partner commented: "Our
brand refresh has, I am delighted to report, been well
received by clients and fellow professionals. This was
a huge project, which the Marketing Team delivered within
the ambitious timescale set by the business".
Tenders review
In addition to the brand refresh programme, Nicola worked
with the firm's Public Sector group to review its approach
to tenders. This involved redesigning the document format,
rewriting (and creating from scratch) standard content
and working alongside one team to prepare a specific
tender submission from start to finish. As a result
of this exercise, the firm now has a library of standardised
content that can be easily adapted for each tender.
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