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SHINING A LIGHT ON LEADER
Leader-Creds-Sept16
Leader celebrated its 50th anniversary in 2015. Leader’s book, In Pursuit
of Success tells the story of a remarkable man, Bryan Holden, who
brought it to life and of how it grew and continues to thrive under the
stewardship of the next generation of his family.
Leader is a marketing communications company specialising in design, pr and marketing.
Based near Henley in Arden we have a team of 11 full time staff, over half of which have been
with the company for 10 years or more. The company has been trading for 50 years and has
a long standing pedigree in the delivery of marketing communications in the Coventry and
Warwickshire area. We have a diverse portfolio of clients spanning a variety of sectors. Some of
our clients include, the Institute of Directors, Kingspan, Virgin Trains, Dockers, Levis, Blenheim
Palace, Greggs the Bakers, Marstons, Warwick Castle and Ragley Hall.
Our History
Leader Communications Ltd.
Leader-Creds-Sept16
Our Approach
Leader Communications Ltd.
Research and Insights01
Strategic Planning02
Development03
Implementation04
Research and investigate fundamental market, stakeholder and product/
service issues.
By building a close understanding of your brand, your competitive environment and your
customers, we create marketing and communication plans based on fresh insights.
These insights will help you build properly targeted customer propositions, maximise your
competitive advantage, and identify the most effective business growth strategies for your
organisation.
From that solid base, Leader’s Fusion philosophy helps us draw together the most appropriate
communication channels and tools.
The results are branded content, communications, and sales and marketing campaigns which, as
well as being targeted and measurable, deliver that all-important ‘wow’ factor.
Research & Insight01
Ad

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Leader-Creds-Sept16

  • 1. SHINING A LIGHT ON LEADER
  • 3. Leader celebrated its 50th anniversary in 2015. Leader’s book, In Pursuit of Success tells the story of a remarkable man, Bryan Holden, who brought it to life and of how it grew and continues to thrive under the stewardship of the next generation of his family. Leader is a marketing communications company specialising in design, pr and marketing. Based near Henley in Arden we have a team of 11 full time staff, over half of which have been with the company for 10 years or more. The company has been trading for 50 years and has a long standing pedigree in the delivery of marketing communications in the Coventry and Warwickshire area. We have a diverse portfolio of clients spanning a variety of sectors. Some of our clients include, the Institute of Directors, Kingspan, Virgin Trains, Dockers, Levis, Blenheim Palace, Greggs the Bakers, Marstons, Warwick Castle and Ragley Hall. Our History Leader Communications Ltd.
  • 5. Our Approach Leader Communications Ltd. Research and Insights01 Strategic Planning02 Development03 Implementation04
  • 6. Research and investigate fundamental market, stakeholder and product/ service issues. By building a close understanding of your brand, your competitive environment and your customers, we create marketing and communication plans based on fresh insights. These insights will help you build properly targeted customer propositions, maximise your competitive advantage, and identify the most effective business growth strategies for your organisation. From that solid base, Leader’s Fusion philosophy helps us draw together the most appropriate communication channels and tools. The results are branded content, communications, and sales and marketing campaigns which, as well as being targeted and measurable, deliver that all-important ‘wow’ factor. Research & Insight01
  • 7. Leader Communications Ltd. Make key strategic, brand and other marketing recommendations within all platforms relevant to the company. Careful and concise planning means cost-effective projects that will help you pick the most effective and affordable paths through the maze of competing marketing solutions that bombard business leaders every day. Strategic Planning02
  • 8. The Leader team have broad experience working within a huge range of business-to-business and consumer industries to deliver extraordinary results that help to grow and strengthen brands. Our experienced directors will work with you to develop your strategy and then deliver creative campaigns across the most appropriate media channels through our Fusion approach. Development03
  • 9. To help you meet your business growth objectives, our services are entirely flexible to suit your objectives and resource. They can include: Strategic marketing and planning: concise and cost-effective marketing discovery projects that will help you pick the most effective and affordable paths through the maze of competing marketing solutions that bombard business leaders every day. Media Relations: Our specialist services include auditing media attitudes, strong relationships with key editors (from national newspapers to key trade titles), regular feature/comment opportunities, reader offers and competitions, media training to help get your message across, expert article writing and press releases that capture the attention. Design: Our job is to make your brand look as powerful and as eye-catching as possible. We create stand-out solutions for our clients that work across all media from websites to brand design, print and signage. Implementation04 Leader Communications Ltd.
  • 10. Market Research/Customer Insights Understanding your customer is at the centre of being a successful business operating in the digital and analogue world. This is a strategic service that delivers real insights, auditing atti- tudes and awareness across consumer and B2B markets, to understand perceptions, knowledge gaps, pain points, and propensity to buy/try. We create customer personas, and map customer journeys to fully understand your customers’ relationship with your brand and how to optimise the experience for them. The starting point for many of our campaigns. Marketing Discovery and Strategic Planning Designed as a cost-effective process to investigate fundamental investigate market, stakeholder and product / service issues and then make key strategic, brand and other marketing recommendations. Brand Development and Management Working to the brief developed through marketing discovery, or to the client’s own brief, we can create new brand identities or evolve/modernise existing ones. Our Services
  • 11. Leader Communications Ltd. Digital Transformation Understanding how your business could function effectively in the new digital landscape by adopting new ways to bring products to market (e.g. pretotyping), team structures, and using digital tools to improve efficiencies, gather data and gain valuable customer insights. Graphic Design (2D) A full range of graphic design services are provided by our in-house studio team, from logos and brand identities to sales collateral, infographics or event displays. We also work with great photographers too. Graphic Design (3D, animation and video) From augmented reality to apps and video animation, we work alongside our clients to brief, storyboard and create engaging content for all digital platforms and applications. Website Design and Build We design and build everything from a simple three or four page website to a large corporate or e-commerce site. We build on a range of platforms, including WordPress (the world’s most popular) and our powerful proprietary bespoke CMS system. Website Optimisation, Analytics and SEO Whether it’s a new website or an existing one, whether your goal is more traffic or a higher conversion rate (or both), we can help clients to analyse existing performance, gain insights that will support a better customer experience and opportunities for new content, find out what is working, what is not (and why) and then put it right. Marketing Content Much of today’s digital marketing is content led, and with a business built on marketing strategy, writing and design, Leader is perfectly placed to deliver everything from the simplest infographic or blog article right through to eye- catching and informative e-guides, whitepapers and animations. Lead Generation and Nurturing Modern lead generation (sometimes known as ‘in-bound marketing’) draws together our full range of digital, social media and content marketing services, and harnesses market-leading toolkits including Encounter (website visitor tracking) and Envoy (email automation and data capture).
  • 12. Our Services Social Media With expertise across a huge range of platforms, including the major ones such as Facebook, Twitter, LinkedIn and Instagram, we can help clients to create and post content, build audiences, and link their social media activity to their day-to-day marketing objectives. Communications Strategy We offer a pure communications’ strategic planning service for clients, tying in commercial and marketing objectives, and your brand proposition with customer/stakeholder insights and a review of the competitor landscape to formulate your communications strategy across multiple channels, both digital and analogue. Media Relations Leader retains a specialist capability across consumer and B2B markets in media relations. Our pitching record for stories is outstanding thanks to our expert team, which includes ex-journalists. Our specialist services include auditing media attitudes, strong relationships with key editors (from national newspapers to key trade titles), regular feature/comment opportunities, reader offers and competitions, media training (see opposite) to help get your message across, expert article writing and press releases that capture the attention. Our media
  • 13. Leader Communications Ltd. database is the biggest in the UK, with detailed insights on every journalist and editor, from their twitter handles, to their preferences for pitching stories. Copywriting If you need web or brochure copy, we can offer you the services of expert copywriters to capture key points, and really sell your business messages in a powerful and engaging way to suit the needs of your audience. Media Training/Key Message Development Getting your message across under interview conditions can be hugely stressful. Our highly-acclaimed bespoke media training service uses life-like scenarios, BBC journalists as trainers, and a range of broadcast studio, press conference, or client-based options where we turn a board room into a newsroom, all based on your needs. Advertising (Digital and Print) We can advise on advertising strategy (what, where and how often), manage bookings, and deliver print-ready artwork to suit your brand and messages. Increasingly our advertising focuses on the digital, from PPC Google Ads to online display ads and sophisticated remarketing techniques. Event Management We can research, book and implement events from bespoke seminars and webinars to major trade shows. We can act as your press office before, during and after an event, ensuring you get maximum exposure and value out of your investment. Crisis Management Preparation is the key to good crisis management. We are specialists who can advise clients how to prepare for, and then manage, the reputational challenges which can arise from any crisis. Our services include stakeholder research (before and after), alerts/monitoring services, media training, developing QandAs/statements and crisis manuals, to social media management and even running full-scale crisis simulations. We can also function as your virtual press office in a crisis. Internal Communications We can audit your internal stakeholders to understand your employer brand, how best to engage them, how most importantly to recruit and retain a high- functioning team which will really deliver your commercial objectives.
  • 15. Case Studies Leader Communications Ltd. British Motor Museum01 Wonderful World of Trains and Planes02 Motofest03
  • 17. In 2015 Leader Communications was invited to pitch for the re-branding of the Warwickshire-based Heritage Motor Centre, which would now be known as the British Motor Museum. After winning the pitch, Leader Communications got to work on meeting the requirements of the brief. The brand was created to appeal to a range of audiences from car enthusiasts to families. The bold, confident typeface used to enforce the prestige of the visitor attraction and the union flag is used subtly within tyre tread flashes in red, white and blue to reflect the fact that the attraction is home to the largest collection of British cars in the world. It certainly met with approval from the client. The new brand was then rolled out through all of the museums printed and online collateral and we have since been re-appointed to continue working with them into 2017. British Motor Museum01 Leader Communications Ltd.
  • 19. Leader have recently started working with Birmingham based tourist attraction The Wonderful World of Trains and Planes to create a summer campaign of activities to increase footfall. We developed a fusion approach to a Summer campaign of activities, which included traditional PR, Radio advertising, a new leaflet and social media activity, including Facebook advertising, all pointing their end customer to their brand new Leader built website for event information and ticket booking. We also created the character ‘Toot’ to demonstrate the three key areas of the attraction, trains, planes and cars. Leader Communications developed and created the character style and personality and produced character visualisations for approval from client. Wonderful World of Trains & Planes 02 Leader Communications Ltd.
  • 20. 2016
  • 21. Now in its third year Coventry Motofest is rapidly establishing a reputation as the UK and Midlands largest free motoring festival. During the festival weekend in 2016 125,000 people visited the event, its largest ever attendance to date. Leader developed the communications strategy and delivered pre, on the day and post-event publicity across international, national, regional, local, automotive and online media. Highlights included the Aston Martin Vulcan supercar’s appearance at Motofest, motorbikes debuting on the sprint circuit and the announcement of a second Motofest circuit. The second circuit was revealed with a dramatic publicity stunt involving Gymkhana cars and Classic Moto GP Bikes driving on a temporary night circuit on the Coventry Ring Road, to which Leader provided PR support activity. The video of the stunt was viewed on YouTube over 4000 times and featured on The Sunday Times Driving website, MCN, BBC News and other high profile media outlets. Initial reports show over 100 articles and 20 broadcast items, with a total reach of 77 million. Coverage views were 436,000, with over 4,000 shares on Facebook, Pinterest and Instagram (Twitter metrics are yet to be assessed). Opportunities To See (OTS) stories about was estimated at 6 million over the campaign period. Motofest03 Leader Communications Ltd.
  • 22. “It’s been our biggest and best ever Coventry Motofest, with around 125,000 visitors over the two days enjoying all of the action on the main ring road circuit and the other entertainment provided as part of the festival.” “As organisers it’s really exciting times for Coventry Motofest and we look forward staging another even bigger and better event next year to again showcase the city’s incredible motoring heritage.” James Noble, Coventry Motofest Festival Director Testimonials
  • 23. “Leader have delivered ‘SMART’ solutions, inspiring designs, all bang on budget and with fantastic personal service – we would have no hesitation in recommending them.” Penny Tyler, British Motor Museum Marketing Officer “The College continues to place a very high value on the relationship with Leader. The look and feel of the modern College is the result of working with a Leader team which has always shared our vision and goals and which continues to deliver to the highest standard.” Kim Gilbert Royal College of Organists General Manager
  • 24. The Old Stables, Units 3/4 Newhouse Farm Business Centre, Langley Road, Edstone, Henley in Arden, B95 6DL Web: www.leader.co.uk Tel: 01789 739240 © Leader Communications Ltd 2016