Marketing Director Services
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  • Name: Marketing Director Services
  • Category: Strategy and Planning
  • Author: Emma Finn
  • Description:

CASE STUDY:  lead generation 

The Brief

Imperial College London is a world-leading University specialising in science, engineering, medicine and business.

It leads on the development of the Great Exhibition Road Festival.  The Festival, which will attract 70,000 visitors in 2021, brings together science and the arts in a unique, exciting programme of creative workshops, exhibitions, talks and performances working with Festival partners including the V & A, Science Museum and Natural History Museum, amongst many other global institutions based in South Kensington, London.

We were brought on board to identify potential sponsors and generate leads for the event, which will now be held in the summer of 2021.


The work we undertook included:

  • Drafting  proposals, clearly showcasing a range of exciting benefits for partners
  • Drafting a proposal and benefits offer which resulted in increasing the sponsorship income from one sponsor, by almost 100%
  • Creating a hierarchy of benefits, tailored to the level of sponsorship income
  • Undertaking extensive research and providing in-depth briefings to identify 75 businesses and organisations to approach as Festival partners
  • Approaching 75 businesses and organisations to generate interest and new leads for Imperial College, resulting in strong interest from 11% of those approached
  • Reviewing and writing a final report, outlining a robust partnership strategy, moving forward

Imperial College London now has a lead sponsor which has almost doubled their sponsorship investment and strong interest from a range of prestigious potential sponsors in supporting the 2021 Festival.



"Emma supported us though the development of a sponsorship approach for our new Great Exhibition Road Festival, providing valuable advice and support.

The project was not straightforward.  With many Festival partners and other stakeholders to consider as part of any new sponsorship relationships, Emma helped us to navigate this landscape.

She also tirelessly made approaches on our behalf and successfully generated new leads in what is a challenging and competitive area of fundraising."

Vicky Brightman, Head of Public Engagement, Imperial College London and Great Exhibition Road Festival Director


CASE STUDY:  social media development

The Brief

CoCo (Co-counselling International) is a supportive, peer-to-peer community which trains people to give and receive high quality counselling, which is free from advice and judgement.

There are co-counsellors operating nationally, however, they operate as individuals.  A CoCo brand and umbrella website has been developed which links to the contact details of individual co-counsellors.

There was an opportunity to create Instagram and Facebook social media platforms to help attract new audiences, inform them of CoCo's work and drive them to the CoCo website for further information and links.


The work we undertook included:

  • Setting up the Instagram and Facebook platforms
  • Ensuring that the platforms reflected the new CoCo brand
  • Creating messages which were consistent with those used on the CoCo website
  • Populating the platforms with images which reflected the CoCo brand and the messages they deliver
  • Following related organisations and attracting new followers

CoCo now has two vibrant social media platforms targeting their audiences, helping to drive new visitors to their website.



"Pathfinder East was wonderfully easy and straight forward to work with. We agreed the specifics and Emma delivered them for us and was both flexible and friendly in the discussions we had along the way. Highly recommended."


Sue Gray, 


CASE STUDY:  technology positioning

The Brief

A team of pioneering Cambridge technology specialists had a need to position and present their highly complex product to non-tech business leaders, in simple, compelling, jargon-free language.

Prelude is a test bed, more than 10 years in development, which simulates the behaviour of online networks when they are running slowly. This enables tech developers to make adjustments to their apps in simulated conditions, to ensure their users enjoy a seamless experience.


A brainstorming workshop was developed by Pathfinder East which identified key points to address in Prelude's presentation.  This included describing:

  • What Prelude is
  • The problem it addresses
  • The target market and audiences
  • How Prelude can benefit business

We then developed the presentation which was tested across a focus group.  The response was overwhelmingly positive.  They clearly understood the Prelude technology, the problem it addresses and its benefits.

The client is now working to integrate the messages and presentation in their website, to describe this complex technology to a wide range of audiences.


"I recently worked with Emma, the Director of Pathfinder East, on this project.  It involved marketing positioning and presentation of a highly technical hardware and software platform.

She is a clear thinker, good communicator, thorough, reliable and very easy to work with.  Emma took the lead in early brainstorming with genuine ease.  She responded rapidly as we iterated many approaches to the project whilst simultaneously processing and incorporating feedback from potential users.

I hope I have the opportunity of working with Emma again in the future."

Ian Saunter, Prelude Project


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.  Highlights include:

  • 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

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