Creds Deck August 2019

8 DEVONSHIRE SQLONDON EC2M 4PL

W: TGMC.CO T: 07713246636

We are a collective of writers, artists, filmmakers, yoga instructors, nutritionists, actors, doctors and marketers willing to take bold marketing risks with you to help the world be a healthier place.

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About usWe are The Good Marketing Co.

Our name is an extension of our philosophy – we are a full-service marketing agency built to help the health, fitness and wellness industry thrive.

We partner with companies who want to do good, providing them with solutions in strategy, creative, digital marketing or content. Whatever stage of the journey they are at.

We help you with the technical backing and creative output, so you can make more informed decisions based on user interaction and eventually align your marketing effort with bringing in leads.

LOGO�4

Our History

Having amassed skills and contacts throughout the marketing industry, Andrew, our founder, knew he had to build a company that embodied his beliefs of fairness, logic, empathy and willing to take risks. Having also been an avid fitness and sports fan, he bet on being able to bring the best of the marketing world to the health, wellness and fitness industry.

Now with a core team of 4 and an army of freelancers The Good Marketing Co. has helped over 15 companies make over £20 million since 2017.

We have done this by questioning, creating familiar surprises and joyfully helping as much as we can.

ABOUT US

Health & Fitness Clients

ABOUT US

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Corporate clients

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Meet the Core Four

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Andrew Balerdi A TECHNICAL MARKETER WHO UNDERSTANDS HEALTH BRANDS

Andrew Balerdi is an award-winning marketer, founder and CEO of The Good Marketing Co. where he oversees the creative and technical direction of the company.

Andrew frequently lectures about practical aspects of marketing at Kent University, Goldsmiths and CIM. He is also Google Partner for analytics and advertising.

He set up his agency to take on a new approach to health and wellness marketing. One based on the founding principles of simplicity, logic, authenticity and empathy.

MEET THE TEAM

ANDREW BALERDI, FOUNDER & CEO

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Kate Fahie A MARKETER WHO UNDERSTANDS STRATEGIC MARKET PLACE

Kate is a marketer, a project manager, a business director, a stakeholder manager, a team leader, a brand strategist and a go-to-market plan developer with an eye for creativity and aesthetics.

She has run award-winning, multi-million dollar product launches and projects. She is curious and fascinated to learn about challenges brands have in the health and wellness industry.

Very well educated, Kate has an MSc in Marketing is currently doing an Executive MBA.

She’s the organiser.

MEET THE TEAM

KATE FAHIE, CLIENT STRATEGY DIRECTOR

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Jennifer Delucry A STRATEGIC MARKETER WHO KNOWS WHO TO GROW HEALTH BRANDS

Jen is a creative and strategic marketer with 15 years experience building high growth entrepreneurial businesses in the health & wellness industry.

Passionate about building brands with purpose and creating experiences and products that engage and inspire. Experienced in leading projects from concept to creation with measurable impact on a company’s growth. A vibrant, agile leader and hands-on team player who is vision-driven, detail-oriented and commercially-savvy.

MEET THE TEAM

JENNIFER DELUCRY, DIRECTOR

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Tom Clarke A CONTENT/PR POWERHOUSE WHO KNOWS HOW TO TELL HEALTH BRANDS’ STORIES

Tom is an award winning writer, trainer and communications specialist. 

He works with health brands and entrepreneurs to create compelling content and help get them in front of the audiences that matter.

Tom has twenty years' experience in corporate communications, PR and journalism - including 16 years at PR Newswire where he helped hundreds of colleagues, clients and partners understand more about PR strategy and the power of the press release. 

He also specialises in developing English language content for international businesses. 

MEET THE TEAM

TOM CLARKE, CONTENT DIRECTOR

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Our Services and Capabilities

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Our Services and Capabilities

Imagine all your creative, technical and marketing agencies got into one room and acted as a singular entity. They had joined up thinking and it was all seamless and brilliant and amazing. Now you don’t have to imagine it. We’re here.

DISCOVERY & DATA RESEARCH

USER EXPERIENCE

BRAND STRATEGY & ARCHITECTURE

POSITIONING

CONTENT STRATEGY

MARKETING CAMPAIGNS

CONTENT PLANS

DIGITAL STRATEGY

ADVERTISING STRATEGY

BRANDING & DESIGN

BRAND DEVELOPMENT &

REBRANDING

LOGO & ID SYSTEMS

BRAND STYLE GUIDES

MARKETING COLLATERAL, PRINT &

PACKAGING

ICONOGRAPHY

SEO

SOCIAL MARKETING

PPC & SOCIAL ADS

LANDING PAGES & SALES FUNNELS

CRM MARKETING

AUTOMATION

WEBSITE DESIGN & DEVELOPMENT

UX/UI

WEB AND PHONE APPLICATIONS

CONTENT PRODUCTION

SCRIPT DEVELOPMENT

COPYWRITING

STORYBOARDING

ILLUSTRATION

ANIMATION

MOTION GRAPHICS

EXPLAINER VIDEOS

LIVE-ACTION PRODUCTION

POST PRODUCTION & VFX

WHAT WE DO

Strategy Creative Web + Digital Marketing

Writing & Video

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Our Approach

Together, using a user-centric framework, we define and prioritise user needs, create desired user journeys, surface actionable insights, make strategic recommendations and produce tangible marketing collateral that can be deployed within your organisation.

*Needless to say that we pride ourselves on being accountable and delivering work within scope and within budget.

WHAT WE DO

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Our Approach

WHAT WE DO

User needs & pain points. Surface insights. Develop strategy. Prioritise goals Overall clarity. Brand alignment.

Discovery

Paid Media

Owned Media

Brand Document

Brand Assets

Creative

Campaign Assets

Planning

Strategy Document

Activation

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Tagging + Tech set up

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We Believe

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We strongly believe that health based companies should not be forced to over-compete and be put in a position where they feel they have to embellish their story or confuse the customer into submission. We strongly believe that fitness marketing does not need to be sexualised in order to make money. We strongly believe that health benefits need to be clearly described so consumers can expect considerable consistency and take ownership of their health choices. We strongly believe that smaller operators and firms can leverage digital marketing tactics to gain back market revenue share from their behemoth counterparts. We strongly believe that marketing teams whose budgets and teams have been halved, yet expected to get better year-on-year results, should have better media production, affordable training and marketing support available to them. We believe that consumers deserve a chance at feeling good about their healthier choices rather than feeling like they have joined a health cult that they cannot escape. We strongly believe that as an industry we can do better to promote realistic yet aspirational role models for young people and represent a wider set of individuals rather than women doing squats and butt selfies on Instagram. We strongly believe that healthcare providers have a duty to provide realistically priced products, so that the next generation is not left with an economy of exclusion. We strongly believe that it is the responsibility of the conscious, ethically sound, altruistic health and fitness brands to shout louder, speak up, say more, converse better with all types of consumers rather than preaching to choirs who worship only at the Equinox alter, however impressive it is. We strongly believe that as a collective of brands who want to make positive progressive changes to the world around them we need to reach the disenfranchised, the unmotivated, the feeling lost, the lapsed gym members, the retired at 34 ex-under-16 badminton champion, the 56 year old dodgy knee netballer, the timid Bangladeshi boy who wants to be the next Arnold. We strongly believe that it's our duty as this decade draws to a close, to provide these good people with good healthy products and services to look forward to, to take them to those consistent results. To take them into good tools, good, thoughtful campaigns that help them to be better. We strongly believe that we will be part of the solution and not part of the problem. We strongly believe that it's not one agency or group that can put this into place but rather a movement. A good marketing movement to one day, soon, make health marketing better than good, to make it exceptional.

OUR MANIFESTO

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Kind words

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TESTIMONIALS

Lauren Armes CEO/FOUNDER WELLTODO GLOBAL

“Andrew and his team are true professionals, they helped us out a number of times and gave us a great foundation where we can grow from.

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TESTIMONIALS

Chris Smith BIZ. DEV. MANAGER HERTS AND ESSEX

“The re-brand for launchpad – now Work + Co - was a breeze. Kate and Andrew made our tired brand, look like something I would be proud to show my mum!

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TESTIMONIALS

Charlotte Newbold MARKETING MANAGER BRITANNIA PHARMACEUTICALS

“Our new website is amazing. Everyone in the office loves it and you have made my job all the more easier. Thanks Andrew.

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Case Study

LOGO

Case Studies

We hope our work can speak for itself. But in case you would like a little more on each piece of work we’ve done, please let us know.

We’d also be happy to put you in touch with past and present clients if you’d like to speak to them about their experience working with us.

CASE STUDIES

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Duofertility

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CLIENT Duofertility

CHALLENGE Duofertility had been in start-up mode for a number of years. In order to compete in the fertility market, that was becoming noisier, the brand needed to speak to customers in a direct, consultative, educative and sensitive way.

The marketing effort also needed to support sales where monthly subscriptions to the service were somewhat lacking.

DELIVERABLES Strategy Branding design Content and blogs Content Calendar Messaging Collateral Web Design & Development Videos Marketing operations SEO, Social & Chat

CASE STUDIES

Building an audience - Sensitively

TRANSFORMING THE BRAND

2009 - 2015

2015 - 2017

2017

Creating any brand is a challenge. But creating a brand around something as emotionally sensitive as pregnancy and get right, has to be revolutionary. The problem is often seen too late and health services around the world have not recognised the severity of the unmet need of educating men and women of their reproductive options. So a product and service to solve this problem and educate consumers before they know they have a problem is all the more difficult.

With that in mind we needed to transform the brand to be modern, transparent, empathetic and empowering, rather than scientific and speak to couples about their options rather than have them focus too much on the end result.

After doing a facilitated discovery session with the team we generated 3 stylescapes—ranging from conservative to bold—of what the brand could look like.

The direction pictured here was the winner. From there, it was refined and applied to all marketing materials.

TRANSFORMING THE BRAND

LOGO

BUILDING A COMMS PLATFORM

BUILDING A COMMS PLATFORM

After implementing data tracking capabilities, we used that data to analyse user’s route to purchase. We then re-engineered content to support that journey. This would take users from an initial piece of top level content e.g blog, video, social post or email and then provide them with follow up content of emails, success stories or an invite to chat about their issues.

The result was that potential customers could interact with the brand in a way that was comfortable to them and at no stage would they feel ‘sold’ to.

THE APP MARKETS

Apps are a way of life. But making the way to create life was again a challenge. We advertised on app stores, but also partnered with other apps and development partners to programmatically find apps that our target market would like and use and we would retarget potential users on these apps.

The real insight came when we find out that women who are looking to conceive, between the ages of 25 – 32 also are more likely to download casual games and spend more time playing social games on facebook. We took the same ad and ran it on these platforms.

We also found out that women between 32 – 40 were more likely to download organisational and to-do apps. We partnered with these free apps to make sure the ads were seen. Impressions and purchases increased and users gained a general level of awareness that had not been seen before.

In addition to this we optimised the app description to match keyword search terms and made the app thumbnails and video as interactive as possible.

RESULTS

We hope these figures can illustrate what can be achieved, but we want to be clear that these results came after a year’s worth of hard work and planning.

Results:

• Made £280,000 within 2016/2017 fiscal year compared to previous year of £119,000

• Over 120 babies born • Average of 10k page views/month • 70 web chats/week

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Britannia

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CLIENT Britannia Pharmaceuticals

CHALLENGE Britannia wanted new assets including a brand new website, to showcase the size and scope of their business that previously had not been accurately represented.

Further to this Britannia needed support to produce media on a regular basis to show investors and clinicians Britannia’s full impact on tackling Parkinson’s Disease.

DELIVERABLES Strategy Branding design Content and blogs Content Calendar Messaging Collateral Web Design & Development Video

CASE STUDIES

Transforming a brand

LOGO

After a discovery session with Britannia Pharmaceuticals, the we generated a project timeline and content calendar. We set milestones to complete the website and create content for the new website.

Once assets were created they have been placed in a central location for all marketing and sales staff.

We created over 80 images and 4 videos. These were the foundation of the inbound marketing campaign launched in 2018.

LOGO

INBOUND MARKETING

Personalised, multi-channel targeted inbound.

With legal restrictions to Britannia’s advertising we took a very direct and personalised approach to marketing to clinicians.

This comprised of personalised emails, SMS messages and after event follow-ups to drive traffic to content and landing pages.

Each article would be distributed to a curated list and then followed up by text or email after interaction either digitally or in person.

This has resulted in a 66% upturn in lead generation and 18% growth in sales in the last 6 months.

INBOUND MARKETING

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Welltodo

CLIENT Welltodo

CHALLENGE Welltodo have been growing from strength to strength since started in 2015. Having grown to a team of 6 and developed a course, events, a podcast, they needed a good way to organise the brand, the brand architecture and the sub-brands and event products that sit underneath the Welltodo parent brand.

DELIVERABLES Brand Strategy Consultancy Sub-brand architecture Integrated marketing an content plan

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CASE STUDIES

Redefining a brand

DELIVERING THE ARCHITECTUREWe took Lauren and the team through a discovery session to uncover the following: Vision, where the company is going and what they wanted to achieve in the 5 years. The mission, what they do and who they do it for. Their USP, to drive home the fat that they are the only health news publication to give the business of wellness a face and a name.

This is what we came up with:

VisionBy 2022, we envision reaching 1m people per month, who want to play a part in driving the wellness industry forward. We will be the go-to resource for industry stakeholders, be a truly global business, be highly profitable and will feel deeply fulfilled and rewarded by the work we do as a team and as individuals.

MissionWe help people build and work in amazing wellness businesses. Through news, careers and events we help everyone in the wellness industry perform better for their customers.

Brand pillars: To offer connectivity To be reliableTo be trustworthy

USPs: The only wellness news site to offer training, events and a careers course for the wellness industry.The only wellness news organisation to give you career guidance, leading industry events and access to the wellness world.The only dedicated site to news and careers in wellness.The best-connected group of wellness industry professionals.The only trustworthy source of wellness news to help your business thrive.

DELIVERING THE DOCUMENT

We then set to work building out the asset needed to bring their vision to fruition. We created a sub brand visual architecture, brand guidelines and a go-to-market plan for the next 5 years.

WelltodoBrand Guidelines 2019

WelltodoBrand Guidelines201927 28

Founder Series

Primary Logo

Colour Variations (all)

Variations Together (Primary Colours)

Alternative Colours

Icon / Social

Colour Palette Font / Typography

Averta Light

Goku Regular

Gotham Bold

THE THE

THETHE

THETHE

THE

THE

THE

WelltodoBrand Guidelines 2019

WelltodoBrand Guidelines201929 30

Trends Forum

Primary Logo

Colour Variations (all)

Variations Together (Primary Colours)

Alternative Colours

Icon / Social

Colour Palette Font / Typography

Averta Light

Goku Regular

Gotham Bold

THE

THE

THE

THE THE

THE

THE

THE

THE

WelltodoBrand Guidelines 2019

WelltodoBrand Guidelines201931 32

Welltodo Summit

Primary Logo

Colour Variations (all)

Variations Together (Primary Colours)

Alternative Colours

Icon / Social

Colour Palette Font / Typography

Averta Light

Goku Regular

Gotham Bold

THE THE

THE

THE

THE

THE

THE

THE

THE

THE THE

THE THE

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WelltodoBrand Guidelines 2019

WelltodoBrand Guidelines201933 34

ApplicationsUsage Examples

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Purearth

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CLIENT Purearth

CHALLENGE Pure Earth’s sales last year have been ok, not great but ok. They had plans to expand but were a bit stuck in startup mode.

They needed to showcase what the product was, penetrate the health drinks market and show the market there was a viable dairy free Kefir drink alternative.

Whilst this is an ongoing project Purearth have been kind enough to let us use their assets and story.

DELIVERABLES Brand strategy Rebrand Website rebuild Conversion optimisation SEO Advertising

CASE STUDIES

New site, new brand, new Purearth

NEW BRAND

For Purearth to stand for what their customers believed in we needed to simplify everything. This started with the brand, its messaging, copy and social media content.

This had to go into everything they did. Including their website, the funding they successfully received, even down to the meta descriptions on their site.

GROWTH

Whilst Angelina and Tenna are happy with progress they know there is a way to go. We are working with their internal staff to produce a wave of content that will improve on perception of the brand, on kefir water and on gut health.

Results:

•Sales up by 13% year on year •More brand exposure •More traffic to the site (avg. 38% increase,

roughly 3,000 monthly visitors)

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Work+Co

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CLIENT Launchpad/Work + Co

CHALLENGE Launchpad based in Bishop’s Stortford, needed to reflect a new brand to cater for a wider set of business individuals.

They wanted to impart a friendliness whilst keeping a corporate identity and deliver a cool vibe.

DELIVERABLES Branding Brand strategy Print collateral Print advertising Vinyl wall covering

CASE STUDIES

Transforming a brand

LOGO

LOGO

LOGO

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Fitty London

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CLIENT Fitty London

CHALLENGE When we met Laura she was an awesome 1 woman band. She did everything. The website, the packaging, the fulfilment, the design, the everything. She reached a point where she needed help. The most pressing thing was helping the brands she had brought on, understand what customers thought of their products, which were grouped with other brands.

She also needed to see how any collateral, an article and ad or a social post, would eventually end in a sale.

After this point she could then focus on automating her content, the delivery of news of new products and tie-ing that in with the purchase journey.

DELIVERABLES Strategy Content Marketing Website Feedback forms Sales follow ups

CASE STUDIES

Giving Fitty the tech they needed

NEW TECH

It was important for Laura to be able to give brands the added value of feedback once they gave their products to the box. We built a platform for users, after their purchase, to be given offers for feedback. Once they had bought a product they received a login to the feedback site. Once they filled in the feedback form on their chosen product they would receive a free gift and an offer code for their next purchase.

NEW TECH

In addition to the feedback platform. Laura needed to automate, a lot. We first tackled her content and servicing her growing email list. We connected Mail Chimp to her blog and her online shop, so when the monthly newsletter went out it pulled in the 4 most recent post and the latest product.

We then automated the follow up procedure. After a purchase users would be on a content diet of receiving 2 emails a week. One to help them with their health goals, like you can see here and the other to remind them of products they might also like, even products that were not in the boxes, but Laura just liked.

We called this the Fitty edit.

GROWTH

Giving Fitty the tools to be able to concentrate on sales and attracting customers and brand recognition has resulted in the following increases in a 6 month period:

• Conversion rates are up 36.42% • Transactions are up 36% • And their revenue has increased by a whopping 37.19%

Needless to say we are really happy for Laura and now her 3 woman strong team, who have recently gotten the Fitty box in the illustrious Malin + Goetz store.

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CLIENT Activity Superstore

CHALLENGE Activity Superstore offers gift experiences to suit every occasion, via its own website and by in-store sales through reseller brands.

Historically, once purchased, a gift experience was delivered to the recipient in the form of a printed letter with a voucher attached – which the Activity Superstore team would overprint as and when orders were received.

This process was manual, labour intensive and a bit of a pain to execute, with a finished product that didn’t necessarily reflect the quality of the brand or the actual experience the gift recipient would enjoy. Activity Superstore wanted to deliver a better customer experience and enhance their reseller presence, whilst at the same time reducing internal workflow and overhead.

The marketing team were also concerned that the navigation and product categories of 1300 gift products were not helping users find what they were looking for.

CASE STUDIES

Super superstore

DELIVERABLES

Strategy Web to print SEO and Website optimisation Automation

NEW TECH

We completely redesigned the voucher and messaging, while also completely changing the packaging to make postage costs more efficient. The result was a far superior end product, which could be produced in a much more streamlined way, all packaged to deliver significant postage cost savings.

We teamed up with Oneflow systems and their print partners to deliver the vouchers.

NEW TECH

For the site’s navigation we used heat maps and analytics to work out where user frustrations were. We crossed referenced this data with search data and rankings. We prioritised pages and categories by how users used the site and how they found the site.

We were able to re-organise the page and content optimised for how users, used the site as opposed to how we thought they would. Results were based on tangible data points that reflected effective site usage.

NEW TECH

Results:

The site was revamped and made into a usable hub for an easy gift experience.

These are their results

• A complete redesign that resulted in a superior product that reflects the quality of the gift experience.

• 50% saving in postage costs for Activity Superstore • A more efficient and streamlined process for producing

and dispatching orders. • Improved navigation • Search ranking for top 50 keywords increased by an average of

2 positions

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Thank you.