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Background
Jordans Limited are the UK's market leader in company
formations; as well as a leading property search provider, a major
player in the company search and business information
sector, and the UK's leading independent law publisher
and training provider. Nicola was appointed as their
interim head of marketing - to cover a maternity leave
- and ended up staying for 12 months, before helping
to recruit a successor.
Strategy
In that time, she reviewed and revised the strategy
across the company's key business areas, including company
formation and administration, corporate legal, business
information, intellectual property and international
corporate services.
This led to new marketing plans for all areas, which
she and the in-house marketing team set about implementing.
Literature
Together with an in-house designer, Nicola helped
create a new corporate style for the company and rewrote
over 40 pieces of company literature, including product
brochures, technical factsheets, newsletters and direct
mail flyers.
Direct mail
Nicola planned and implemented a 9 month direct mail
campaign for the new literature, across all business
areas. This involved list research and rental, work
on classifying and extracting data from the company's
existing CRM system and negotiating tie-ins with non-competing
third parties to use their lists. Response rates varied from 1% to 16% and, overall,
the profile of the company's services was raised in
a number of areas.
Websites
Working with the in-house team, Nicola reviewed the
required functionality of the company's main website and improved the design, layout and navigation, launching
the new site in September 2004. This included rewriting
all the text on site.
In addition, she helped devise the strategy behind
the launch of two e-commerce websites, as well as helping
create and write the copy for the sites. One of the
sites, www.kycreports.co.uk
offers online company reports to protect against money
laundering.
Both sites were launched with full direct mail, advertising,
PR and search engine optimisation support (including
placing Google adwords).
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