Marketing Director Services
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  • Name: Marketing Director Services
  • Category: Business Development Services
  • Author: Emma Finn
  • Client: ARC: Muse Portraits : New Anglia LEP
  • Description:

Left to right ARC consultants Judy Randon, Emma Finn of Pathfinder East, Martin Redfearn, Richard Rampton, Mike Appleyard and Emma Powlett


CASE STUDY: message development

The Brief

The brief was to develop simple, clear and compelling messages for a start-up company, to describe their services.

The business helps companies manage risk and be compliant.  With services ranging from ICT security, to asset management, the challenge was to describe their services and the benefits of their services in a coherent way.


  • Audiences: we established who their audiences were and what motivates them.  They are motivated by services which reduce costs, reduce risk and enhance their business reputation.  These words formed the core benefits
  • Current messages: we worked with our client to unpick the words that they currently use, to find out what it is that they really do, in a jargon-free language
  • New messages: key, was to uncover the one phrase to describe what they do.  This phrase was 'Improving business operations' which neatly summarises everything their services seek to achieve
  • Hierarchy:  we then created a 'hierarchy' of messages.  With 'Improving business operations' at the top we addressed what they do, the benefits to business, how they do it and the tools they use, creating an easy-to-understand overview of their services to audiences

The company are now working to integrate these new messages in their website and across all marketing channels, creating a simple way to describe their services to a wide range of audiences.


CASE STUDY:  website development

The Brief

Our brief was to develop a website for a new group, Anglia Rural Consultants (ARC); experts who help rural and farming businesses grow, (see image above).  With 12 consultants covering 24 specialisms, the challenge was to keep it simple and easily navigable.


We reviewed their existing website, page by page.  Their website needed stronger images, more compelling wording, relevant content and to have greater focus on the benefits to clients.    We decided to create a new website - from scratch.

Working in close partnership with consultants Judy Randon and Emma Powlett, this included:

  • clarifying the audiences
  • identifying key words to describe ARC
  • writing a comprehensive brief including the design and tech requirements
  • inviting three web designers to pitch for the work
  • appointing a web designer and managing the project
  • drafting new wording
  • coordinating and writing the consultants' biographies
  • rationalising the specialisms
  • identifying new imagery
  • writing blogs and news items

The website was launched on budget and on time for the Suffolk Show. Take a look here


As a new group of consultants, we needed to make ourselves known to the world in a simple, coherent and consistent way that delivers a clear message of our strengths and capabilities.

Pathfinder East has analysed our needs and provided powerful solutions.  We are delighted with the results.  We now have a website which enables potential clients to understand our business, without being overwhelmed with superfluous detail.  Pathfinder East's advice has been invaluable - and it's not over yet!

Richard Rampton, Chairman, Anglia Rural Consultants

CASE STUDY: securing a business partnership

The Brief:

Our brief is to expand the customer base of Muse Portraits, owned by Alex Kilbee, the internationally award-winning fine art photographer.  With 20 years' experience, his beautifully crafted portraits of children, families and adults are works of art, featured in homes throughout the world.


We are creating a series of  business partnerships with prestigious companies, including the superbrand, Audi.   The offer to business partners is a set of free, company branded gift vouchers of a photographic portrait experience with Muse Portraits, to give as a special thank you to their selected, valued customers.

Each business partnership is exclusive.   No other competitor in their field and location, is offered a business partnership, during the same period.

This has a range of benefits to business partners which enables them to:

  • build even stronger relationships with customers
  • reward customers with a high value
  • demonstrate customers' value to them

and, of course, undertake an innovative marketing initiative, without any cost or risk to themselves.

Importantly for our client, Muse Portraits, it enables them to generate fresh, new leads to expand their customer base to potentially hundreds of prestigious people.

We have already secured business partnerships two major Audi Centres in the East,  a purveyor of fine foods and gourmet gifts and a men's high-end designer clothing store, with further business partners in the pipeline.

To find out more read our blog.


CASE STUDY:  event management and sponsorship

The Brief

Our brief was to secure sponsorship and help create and deliver Venturefest East 2016, the first major tech innovation event in the East Anglian region, on behalf of our client,  New Anglia Local Enterprise Partnership (LEP).  New Anglia helps to drive enterprise and growth in Suffolk and Norfolk.


The event's aim was to bring together business leaders, entrepreneurs, innovators, investors and academia, to inform, inspire and network, stimulating new collaborations and showcasing leading edge technology, in the East.


Pathfinder East worked in close partnership with St John's Innovation Centre, Cambridge and the Greater Cambridge Greater Peterborough LEP to shape each aspect of the event: from branding to promotions, sponsorship packages to PR and web content to video.  Pathfinder East also secured two out of the three prestigious lead sponsors:  BT and University of East Anglia (UEA).

Venturefest East, which was held at Newmarket Racecourse, included world-class keynote speakers, workshop sessions, an innovation showcase exhibition and a 'Fast and Furious Pitch-off' competition.

  • the event was a sell-out.  650 delegates attended against a target of 350
  • sponsorship funding secured from BT and UEA
  • 74 businesses and organisations exhibited
  • media coverage included BBC Look East, Eastern Daily Press, East Anglian Daily Times and Cambridge News
  • #2 trend on Twitter in the UK

Watch the 3 minute video here


"Pathfinder East brought valuable knowledge and expertise to Venturefest East 2016, working flexibly and cost-effectively, to deliver a fantastic event - highly rated by those who attended."

Chris Starkie, Managing Director, New Anglia LEP

"Venturefest East was one of the best events I have ever attended.  We had a chance to see what might be shaping our world in a few years' time and it was great to see the innovation in our region.  We also watched some start-ups pitching to a prestigious panel of venture capitalists.  The brain power in that room was just amazing.

Some of the brightest young minds I have seen."

Grant Hardy, Managing Director, Liquid11

Get in touch and see how we can help


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