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Facilitating a world of scientific innovation

Global Marketing Campaign

Goodfellow Cambridge

Goodfellow is a leading provider of research materials for industry and academia. Its products are used on everything from everyday building products to space shuttles and the large hadron collider.

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Total annual social impressions of over 500,000

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Global reach of ads running to more than 1.5 million people

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Year-on-year website traffic improvement of 38%

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Challenge

Initially engaging with Goodfellow in February 2016, we have taken the company on a journey from product-focused to putting marketing at the heart of their business strategy. We began by undertaking a full audit of the company's position in the global marketplace. This established a baseline from which we produced a multi-year marketing strategy with tangible recommendations on how to increase lead generation, sales and brand awareness.

OUR SOLUTION

We have been applying this strategy ever since and, in that time, Goodfellow has seen a remarkable transformation in terms of how the brand is perceived in the marketplace. Rather than looking at a complete re-brand we came up with an interim brand refresh solution which focused on a single strapline and clear styling which could be applied across all channels.

 

Using a carefully defined array of online and offline channels we began to communicate Goodfellow's messages to key international audiences in a more consistent manner, establishing brand guidelines for the first time. As our knowledge of the brand has grown we have increasingly been able to articulate this into more eye catching and powerful marketing materials, with a range of trade publication adverts providing the ultimate example of this.

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Testimonial

"Move has completely transformed our marketing effort over the last 2 years. Historically our approach to marketing had been a little reactive - we had worked with the same partners over more than a decade but felt that they were no longer challenging us to achieve the best return from our budget.

In 2016 we decided to search for an internationally-focused, integrated and full service agency which could give us a strategic baseline as well as a more dynamic and creative approach to our brand. The results so far have been exceptional; although our logo may be the same, the Goodfellow brand sitting behind it is almost unrecognisable after Move helped us re-position and change our approach from purely technical to a healthy balance between technical substance and polished, commercial edge.

The team at Move has helped us not only get more out of the traditional channels we were already using, but has also introduced us to an array of new channels in order to widen our communications efforts, effectively acting as an extension of our own marketing department and playing a vital role in the coordination of our global marketing strategy."

Stephen Aldersley, Chief Executive Officer, Goodfellow

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