Case study

NMC: Build marketing function and support growth plans

The Marketing Centre helps surfacing and civil engineering specialists NMC build its marketing function and support its ambitious growth plans.

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Challenge

  • Define the role of marketing as well as bring some structure to existing ad-hoc marketing efforts.
  • Build the right in-house marketing capability for the business.
  • Define NMCs’ position in the marketplace moving away from the stigma within the sector NMC call ‘Tommy Tarmac-er’.

  • Align the sales and marketing function to help grow the business and meet its ambitious business plans.

Solution

  • Kick-off workshop with senior team to identify key areas of focus and suggest a plan for the first 100 days.
  • Recruitment of an in-house Marketing Manager to help accelerate the delivery of key projects and provide the business with a much needed experienced resource.
  • Develop a new value proposition for the company allowing NMC to differentiate itself and deliver a more consistent business message.
  • Integration with the sales team to support their efforts and explore new lead generation opportunities.
  • Formulation of an integrated customer retention and account management programme for Sales and Marketing to maximise the customer lifetime value.

Results

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Joint work with the MD created a new, accessible and relevant Mission, Vision and Values for the business.

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Improved alignment with the sales team allowed the business to better understand the efforts required in retaining and growing existing customers and in acquiring new ones.

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Clear proposition, a defined tone of voice and a creative refresh (including a refreshed logo) created a stand-out suite of marketing communications.

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The successful recruitment of the right in-house marketing resource further accelerated the delivery of the marketing project.

"The Marketing Centre played a key role in supporting NMC with it’s brand re-launch, defining it’s refreshed marketing strategy and positioning the business for future growth - the 25% year on year growth from 2017 to 2019 has in-part been determined by the exercise we undertook with The Marketing Centre."
Patrick McCracken, Managing Director

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