How do you align your marketing with new goals, without losing your clients?

Challenge

Plain English Foundation (PEF) faced a critical turning point following its acquisition. With an evolving business strategy, the brand needed to reposition itself in the market, align its marketing efforts with new goals, and modernise its systems, without losing the trust of its existing audience.The challenge was two-fold: to guide the brand through a seamless transformation, and to generate new leads and growth in a competitive, changing landscape.

Solutions:

I was brought in to lead the marketing transformation and reposition PEF for success under its new structure. My role included strategic oversight, execution, and systems implementation, to ensure marketing became a high-performing, measurable growth driver for the business.

Key initiatives included:

• • Strategic reset: developed a new marketing strategy aligned with updated business goals, post-acquisition direction, and evolving audience needs.
  • Systems implementation: led the rollout of Dynamics 365 Marketing, providing the business with a scalable platform for campaign management, lead tracking and reporting.
  • Campaign execution: directed the creation and launch of integrated campaigns(digital, traditional, and content-led) to attract both B2B and B2C audiences.
  • Content marketing: produced high-value resources (white papers and webinars), including the “Will you still need an editor if you use ChatGPT?” campaign,
  • Channel optimisation: relaunched eDM and organic social strategies, resulting in strong engagement growth and improved web traffic performance.

Key results:

The marketing transformation helped PEF establish a stronger digital presence, increase brand visibility, and drive a clear return on marketing investment:

• 83% of all leads now originate from marketing activities
• 30.2% increase in website traffic YoY, including +376% from organic social and +81% from eDMs
• 404 qualified leads from a single campaign (white paper)
• A solid foundation for future marketing growth through D365