Dean and Donaldson

Hampden Capital

To achieve their ambitions to grow their business and become the leading alternative investment manager specialising in investment at Lloyd’s, the new CEO Alistair Wood recognised the need to devise, resource and execute an effective marketing and communications strategy.

Making use of the broad combination of skillsets provided by Dean & Donaldson, we not only helped them develop and resource this strategy but in parallel re-energised and improved their ongoing marketing and communications.

We immediately addressed the most urgent issue of a website that provided information which was difficult to understand and hard to navigate.   We completely re-designed the site, in the process evolving the identity and look and feel, and rewriting all the copy to make the proposition clearer and the site more user friendly.

One of our consultants stepped in as interim marketing director to manage and improve ongoing activity, another of our consultants started to develop the digital marketing and a third consultant focused on securing more press coverage.

In parallel we developed the new marketing and communications strategy and helped to recruit a new head of marketing.

We developed their vision, mission and brand values with input from the senior management and a newly created network of brand ambassadors; identified potential ways to position the company; reinvented their sales process and collateral with input from an internal steering committee; and identified the key messages likely to resonate with each of their audiences.

We then tested out both the strategy and the new website by conducting an extensive programme of market research amongst all their key target audiences.

Based on the findings, we submitted the full marketing and communications strategy and implementation plan to the CEO and Board, to coincide with the arrival of their new head of marketing.

After providing a comprehensive induction programme for the new head of marketing, we completed and gradually handed over all the work done by Dean & Donaldson and provided ongoing resource while a permanent team was recruited.

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Dean & Donaldson were able to ignite the marketing and communications within our company. They took the time to really understand the business, and worked collaboratively and effectively with us, including putting in place a well thought-out strategy, updates to our collateral and improved processes, so that we are now able to see tangible results. A thoroughly positive and importantly enjoyable experience.

Alistair Wood, CEO, Hampden Capital

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