Press Ahead Research

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Now whatis th qu stion?As the saying goes, the customer isalways right.

And at Press Ahead, we work hard tounderstand our clients’ current activities,customers and markets, developingstrategic marketing plans that help themto achieve exceptional results.

It’s about anticipating and satisfying customerrequirements, profitably. And we devise strategiesthat help our clients do just that; getting under the skinof their businesses, understanding what differentiatesthem from their competitors, providing customer insightand strategic direction and putting in place marketingand communications plans that are clear and easy toimplement.

We’re experts in all aspects of marketing andcommunications, so whether it is research andconsumer insight, restructuring for strategic change,managing complex business projects, customercommunication or a combination of these, we havethe skills and experience to deliver.


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10 tools

Using th righttools for th jobWe have vast experience of a range of qualitativeand quantitative research methods and techniquesto address the specific needs and objectives of ourclients, each of them benefiting from a bespokeapproach and holistic thinking.

The purpose of our work is to help accelerate theachievement of our clients’ goals and objectives,helping them understand where they are now, tomake more informed strategic decisions and to putin place effective business plans.

When we describe our services it can only be asnapshot of our capability at that time. We constantlychallenge and refresh our thinking. New approaches,methods and ideas are constantly added to our ‘toolkit’but our core areas are listed overleaf.

This demonstrates the extensive tools that we have,to ensure that, whatever the challenges faced by ourclients, we have the solutions. And this doesn’t endwith us depositing a pile of data tables and inexplicableslides into your in-tray! We pride ourselves on goingbeyond the initial research findings, helping our clientsto examine strategic options, develop, support andimplement plans that will exceed expectations.

And, uniquely, our wider business experience allowsus to assist clients with communications challengesand tasks arising from the project outputs.

This positions us differently from agencies whichpredominately focus on straightforward surveys.


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{{AnalysisConjoint analysis, regression and clusteringSegmentationBrand DNA

Consumer DiariesReaders/Consumers/ViewersProspects

Depth InterviewClientsStakeholdersProspects

Desk ResearchCompetitor reviewMarket assessmentFeasibility studies

Focus GroupsCreative groupsProduct testingOnlineNarrative

ForesightHorizon scanningScenario planningIdentifying emerging trends

Impact AssessmentPromotional campaignsAd testing

Mystery ShoppingCustomer service evaluationStaff trainingSales support

Public ConsultationPublic meetingsAdvocacy

SurveysOn streetSelf completion, off the pageComputer aided telephoneinterviews (CATI)OmnibusOnlineJICREG

R s arch S rvic s - our 10 toolsa aaa

a a Sales SupportCommunicationsProject Management

Impl m ntationPRAdvertising and media buyingCopywritingE-marketing and social mediaEvent Management


W know th m dia s ctor -inside and out

Press Ahead specialises in publishingrelated research, strategy and projectmanagement.

We have a deep understanding of newspaperpublishing, commercial broadcasting and the keystrategic and operational issues which face mediaowners today developed over a combined 25 yearsof operating at a senior level in the sector.

As a result we are viewed as being the ideal resourceto tackle major business development and changemanagement projects in this specialist field and wedo this in a very hands on way, ensuring that we areviewed as a key part of the team and not simplyexternal consultants.

We have a strong network of key decision makers in themedia and retain an active involvement in various awardsand other initiatives, ensuring that we have our finger verymuch on the pulse and get results for our clients.

Recent projects include:

� setting up a new direct to consumer business unit toensure DC Thomson maximises revenues and profitfrom sales of magazine subscriptions, brandedproducts and affiliate offers

� staff training and development programmes forJohnston Press and CN Group

� major research initiatives for Iliffe Group, CambridgeNewspapers, Oldham Chronicle and NewsquestMedia Sales

� brand marketing campaigns, media planning andbuying for Trinity Mirror North East

� advising best practice launch of direct deliveryoperation for Archant in Norwich

� devising consumer marketing and circulation strategyfor Northcliffe (Grimsby and Scunthorpe)

� running a major civic pride campaign for North EastPress

� managing new press strategy for Times EducationalSupplements and interim management of themarketing function including two title re-launches.

So, whatever your challenge, Press Ahead will deliver asolution and surpass your expectations in the process.

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Russ ll BorthwickManaging Dir ctor

Talk to me

m: 07785 332 876

e: [email protected]

Before launching Press Ahead in 2004, Russell heldsenior marketing and commercial positions within TrinityMirror - the UK's largest newspaper publishing group -and has extensive experience across all of the businessactivities undertaken by the press sector. He wasresponsible for strategy, business planning, productdevelopment and delivery of marketing communicationsin the fastest moving of all FMCG environments.

Russell still works closely with major publishers onresearch, strategy and implementation projects andenjoys extensive and strong relationships with decisionmakers in the media sector.

He is actively involved in high profile sports marketing,regional promotion and regeneration initiatives, is amember of the North East Entrepreneurs Forum andis well networked among key business decision-makersin that region and beyond.

Russell lives in West Herrington with wife Sarah andson Adam and enjoys spending (limited!) family timeon UK and European city breaks. He is one of anumber of sports fanatics at Press Ahead listing cricket,international rugby and football as his main passions.Uniquely ‘on the fence’ in the North East he wants tosee all the region’s teams do well but his heart is withfirst love Aberdeen (although the relationship has beenin need of counselling over the last few years!)


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Jam s Eal yS nior Account Manag r

Talk to me

m: 07944 253 719


James was previously senior marketing manager atWard Hadaway solicitors, where his responsibilitiesincluded business planning, budget management,brand management, event organisation, e-marketingand business development, alongside managing themarketing elements for the opening of the firm’s newoffice in Leeds.

Prior to that, James held a senior marketing position atTrinity Mirror North East, with responsibility for providingmarketing support for the newspaper, magazine andweb products across the portfolio, with a centralinvolvement in market research projects.

Key research projects undertaken include readershipand business research within media, client careprogrammes, developing the understanding ofchanging formats / roles of media consumptionand work within the voluntary and community sector.

He has also successfully completed the CIM PostGraduate Diploma in Marketing.

James is a keen sports fan. He is captain of PontelandCricket Club playing in the Northumberland & TynesideSenior League and also follows football, as a longsuffering exiled Fulham supporter.


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Aid n R ganR s arch Associat

Talk to me

m: 07950 831 896


Aiden is an experienced market and social researcherwith over 10 years of consultancy experience, morerecently with five years experience as a Directorand Principal Consultant in a research and strategyconsultancy. He is a versatile strategic thinker withextensive business development and research projectmanagement expertise working in partnership withSME and blue chip organisations throughout the UK.

Aiden has an excellent understanding of research thatis designed to raise the profile of clients and informcontent for marketing and promotional activity. He isalso skilled at utilising research techniques and outputsto maximise the level of insight generated fromprojects.

Recent work includes major projects in the mediasector for major publishing houses and national

newspaper groups, research to support manufacturersin developing brand and marketing strategies, workingwith retailers to review advertising and promotionalcampaigns and conducting research to inform thegrowth and development of programmes to supportthe voluntary and community sector in the North East.

Aiden has previously held senior roles in marketresearch in the UK and has worked in Australia forthe Commercial Banking Team at HBOS as a StrategySupport Officer. He is also an Associate Member ofthe Market Research Society and a qualified marketresearcher having achieved the Advanced Certificatein Social and Market Research.

He is a qualified FA football coach and in his spare timemanages and coaches a senior ladies football team inthe Northumberland Women’s County League. He alsovolunteers as a Business Advisor for Young EnterpriseNorth.


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Don’t just takour word for it...

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Clients

Archant Norfolk Cambridge Newspapers CN Group DC Thomson Gazette Media Company Iliffe News and Media Johnston Press NCJ MediaNewsquest Media Group Northcliffe Media North East Press Oldham Evening ChronicleSport Newspapers The Newspaper Society Times Education Supplement Trinity Mirror Wear 1 - Sunderland Echo

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“Th ir work is always insightful andchall nging and is playing a c ntral rolin th d v lopm nt of n w mark tingand branding strat gi s across th busin ss. It is h lping to nsur thatAnalox continu s to grow and r tain its position as th mark t l ad r.”

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Clients

Academy 360 Analox Benfield Motors Berghaus Dickinson Dees Dott 07Durham Country Cricket Club Durham University Muckle LLP National Skills Academy One North East Newcastle Falcons Newcastle Racecourse Newcastle United Football Club North East Food & Drink Group Prince Bishops Shopping Centre Seafood Training Centre Service NetworkSTS Sunderland City Council

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Cas Study

In a 2004 research survey, readers of the SunderlandEcho commented that the newspaper was verynegative in style and content. The newsroom hadgot into the mentality that bad news would sell andwould set out to look for and publish it! The Editorneeded to create a ‘hook’ to change this cultureand position the paper as a positive championof its area.

Working with the Echo team, we conceived, setup and project managed the Wear1 initiative whichused the number 1 to represent both the messages‘it’s a great place, talk it up’ and ‘we’re all in ittogether’.

The initiative spanned two phases over three anda half years with twenty private and public sectororganisations contributing both a total of £200kand, more importantly, the time of senior executivesto sit on the project board and steer activity.

These activities included a piece of benchmarkresidents attitude research, stakeholder events,monthly supplements and a weekly page specificallygeared to celebrate all that was good aboutSunderland.

Alongside this, the aim of Wear1 was also to ‘helpmake it better’ and to this end, a community fundwas set up allowing local organisations to bid forcash support and MPs were enlisted to help lobbyfor key business creation decisions.

By its conclusion, the initiative had won awards andsucceeded in over-delivering on its initial objectives.

Award winning initiativ forinstilling major cultur changand r -positioning.“

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Cas Study

We worked with the commercial and editorial teamsto manage all aspects of the CNL JICREG readershipresearch programme in 2005.The project includedthe paid-for daily and a number of associatedweekly free titles in the Cambridgeshire marketplace.

Following a full review, a programme was developedthat would deliver the headline readership data,provide added strategic insight on key issues suchas the impact of web on print circulations andharness the readership crossover between the titlesto minimise the required number of interviews tosatisfy JICREG requirements.

The research comprised marketplace/postcodesector analysis, questionnaire design/sign-offfrom JICREG, 2000 x 25 minute in home interviews,a self-completion questionnaire, full data analysisand results/strategy presentations to key teams.

The managing director and editor at CNL weredelighted with the outcomes dubbing the exercise,‘JICREG plus’ and we have worked with themsubsequently on other similar briefs.

W n d d to d liv r strat gicinsight on k y issu s.“ ”


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Cas Study

Prince Bishops is a major shopping centre in thehistoric city of Durham.

We manage all aspects of PR, marketing strategyand communications for the centre and in 2009 itbecame clear that the market was shifting (with theadvent of out of town shopping options, introductionof park and ride schemes etc).

To gain a better picture of shopper attitudes, habitsand motivations a research programme was required.The methodology was predominantly on-streetaround the centre with pre agreed quotas relating tohome postcode, reason for visit to Durham, age anddemographic. This was supported on-line and latersupplemented by the creation of a ‘shopper panel’.

Key topics included: method of travel, reasonfor visit, home postcode, media consumption,awareness of/propensity to different advertisingand promotion options, other shopping locationsused (and why), along with suggestions forimprovements at Prince Bishops.

The results were highly insightful and have drivensubsequent marketing and retailer acquisitionactivity with footfall and spend figures showinggrowth throughout the period of recession.

Full g od mographic analysisof custom r locations inform dfutur communicationsstrat gy.“

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Cas Study

Service Network North East is a membershiporganisation that provides support, networkingopportunities and an independent voice to servicesector businesses in the region including legal,accountancy, creative and construction.

In 2005, the organisation identified the need forexpansion and commissioned us to carry outa programme of research among members andpotential members and to develop this insightinto a detailed strategic and marketing plan withmentoring for key staff.

The interviews were carried out using a combinationof telephone and face to face approaches followedby a series of discussion groups to focus in on keyissues arising and debate potential improvements.

The result was a refreshed brand, enhancedproposition to members, detailed communicationsplan and a prospect list of ‘flagship’ organisations tobe targeted for membership which grew significantlyin the 12 months following the project. Additionally,key business journalists in the North East wereoffered complimentary personal membership toacquire their ‘buy-in’ to Service Network and howits success would, in turn, help drive the regionaleconomy.

Targ t d mark ting significantlygr w m mb rship in th 12months following th proj ct.“

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Cas Study

North East Enterprise Bond (NEEB) aims to developservices that add value to regional organisationsin the enterprise sector. They define enterprise as,“the ability to spot opportunities and the confidenceand knowledge to be able to act upon thoseopportunities”.

This can cover learning new skills or addingto knowledge. For others it requires mentoringand coaching to enable them to move forwardwith confidence. For many it’s about raising theirawareness of the help and support available.

From 2010-2011, we were commissioned toconduct market research into how private sectorbusinesses in Tyne & Wear currently approachCorporate Social Responsibility (CSR).

In-depth telephone interviews with senior businessexecutives focused on existing CSR policy withintheir company and any programmes or schemescurrently in place.

The interviews also involved testing the likely uptakeof a brokerage model that would enable businessesto volunteer their professional skills and expertiseto help strengthen, up-skill and assist organisationsin the voluntary and community sector.

This is currently being developed further into the‘matching’ stage for both sides of the brokeragemodel.

D v lopm nt of int grat dbrok rag mod l to fus privatand public s ctor n ds.“

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Cas Study

Newcastle United, also known as the Magpies, isone of English football's most successful club sides,having won four League Championships, six FACups and the Inter City Fairs Cup. NUFC has playedat its current home of St James' Park since 1892,now one of Europe's top arenas, and famous forits proximity to the city centre.

Today its turnover as a major multi-faceted leisurebusiness sees the Club regularly included in the top20 of the Deloitte world football money league.

Our remit was to put in place a comprehensivestrategic marketing approach and plan coveringall aspects of business to business and consumermarketing undertaken by NUFC for season 2009-10and beyond.

The initial phase was firmly on communicatingwith and engaging the internal audience as wellas agreeing changes in approach that wouldbe necessary to introduce new ways of working.As the project developed, focus shifted towardscommunicating with the key target audience,identified as part of the project, using online surveys,consumer consultation and stakeholder interviewing.

Outcomes from the research enabled us to deliverseveral key outputs:� establishment of a vision statement, brand ethosand values

� creation of a strategic route map to move keyareas of the business to where they should be

� development of customer insight and segmentsthrough research and other techniques

� re-design of corporate brand guidelines� production of functional and master marketingplanning documents.

Cr ating a strat gic mark tingplan for a multi-million poundcompany to achi v its goals.“

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Cas Study

The European Outdoor Group (EOG) is anassociation founded in 2003 by nineteen of theworld’s largest outdoor companies, providing acohesive, cross border approach to representationof the outdoor sector and its common interests.

In 2009 we managed a research project designed totest the attitudes of outdoor consumers in Germany(the most influential outdoor market in Europe) andSwitzerland. In keeping with the agenda of the EOGat the time and the economic climate, the researchtested consumer views in three key areas:� participation / spend in the prevailing economicclimate

� what motivated consumers towards brand choiceand loyalty

� sustainability and the environment.

The project involved:� recruiting research partners in each market(a publisher in Germany and a leading outdoorbrand in Switzerland)

� preparing the survey questions� setting up an online platform on which consumerscould complete the survey

� supervising the analysis and interpretation of theresearch data

� managing the production of the final researchreport

� delivering PR support for the project.

The final report was published to coincide withEurope’s premier outdoor trade show and wasto become the first stage of an ongoing researchprogramme.

Th r s arch h lps us tound rstand and m t th futurchall ng s of th industry.“

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Cas Study

The Newspaper Society (NS) represents andpromotes the interests of Britain's regional and localmedia. Founded in 1836 it is believed to be theoldest publishers' association in the world. Our teamworks on behalf of the NS to help demonstratethe power of the local press and we have undertakena number of studies to measure and evaluate theimpact of advertising and promotions.

Focus groups and depth interviews with newspaperreaders were conducted with Newcastle BrownAle’s core market to understand the relevance andevaluate the impact of adverts for Newcastle BrownAle (NBA) in the Newcastle Evening Chronicle.

The research was central to evaluate previouscampaigns and develop future marketing strategiesfor NBA and highlighted the value and impact ofadvertising in the regional press, across all platforms,identifing the core brand values associated with NBAand the Newcastle Evening Chronicle.

Our team also completed in-depth face-to-faceinterviews with consumers to test the effectivenessof financial services advertising in the regional press,for Lloyds TSB, who were advertising their mortgageproduct in the Bristol Evening Post. The researchinformed the strategy for national advertisers in theregional press and quotes were used in advertisingsales marketing information.

All of the outcomes from this research are used bythe NS to establish a strong case to advertisers ofthe role and impact of regional press advertising.

Id ntifying th rol and impactof r gional pr ss adv rtising.“ ”


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Cas Study

Analox specialise in the design and manufactureof gas sensors and analysers and, over the past25 years, has established its reputation fordeveloping innovative solutions to gas monitoringin extreme environments and are now recognisedas a leading authority in their field.

During 2010 and 2011 we have worked closelywith Analox to help support ambitious growth plansand to help develop a marketing and promotionalcampaign strategy. An internal and external brandaudit was undertaken with key staff, clients andintermediaries to understand perceptions of theAnalox brand, assess the impact and effectivenessof previous promotional activity, identify brandinconsistency and position the brand within thecontext of the wider marketplace.

This has provided the business with the intelligenceneeded to refresh the brand and marketing andcommunications activity and to base future businessdevelopment decisions on reality and not long heldperceptions of the brand and marketplace.

The team has continued to support Analox in usingthe outcomes from this research to draft marketingand communications strategies to support thelaunch of new sub-brands in both business-to-business and business-to-consumer marketplaces.

L arning th r ality of consum rp rc ption h lps cr at ff ctivmark ting and communicationsstrat gi s.“

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Cas Study

Benfield Motor Group has become one of thelargest private companies in the market with 30dealerships across the North East, North West,Yorkshire and Scotland, representing brands suchas Alfa Romeo, Ford, Kia, Lexus, Nissan, Renault,Skoda, Toyota, Volkswagen, Hyundai and Honda.

We have worked extensively on research tosupport customer service improvements and informadvertising and marketing strategy by exploringperceptions of the brand, develop customersegments and mapping the ‘customer journey’from need through to purchase of these segments.

The research involved exit polls at a range ofdealerships across the North East and a seriesof targeted focus groups with customers fromkey segments emerging from the data.

The findings have helped Benfield understand thedifferent needs and requirements of different typesof customer and how best to engage with themduring both the pre and post sales processes andthe variations in buying behaviour across differentcustomer types. Critically, the research has alsoprovided valuable insight into how different typesof customers research and buy new and used cars,specifically focusing on the value and impact ofdigital versus traditional media advertising anddetailing what future advertising should look tofocus on and the format that this should take.

As a result, the research has been integral ininforming Benfield’s marketing and promotionalstrategy, including an extensive review of advertisingapproach and spend, and has also led ontoadditional research to explore customer servicerequirements of different customer groups.

This r s arch shows th diff r ntn ds and r quir m nts of thcustom r and how b st tongag with th m.“

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Cas Study

The Outdoor Industries Association (OIA) is thetrade body for manufacturers, retailers and otherorganisations that provide products and servicesfor the outdoor leisure pursuits market in the UK.

Its objectives include:� supporting outreach programmes to encouragemore people to enjoy the outdoors

� contribution to, and benefiting from, lobbyingon issues pertinent to the industry

� promoting careers and training in the industry� providing up to date and relevant industry research.

We have worked with the OIA for over three years,developing its marketing strategy and providingcommunications support. In 2008, we projectmanaged a major piece of research assessingconsumers’ attitudes towards outdoor productpurchase in an economic downturn.

This included:� preparing the survey questions� identifying and recruiting partners, includingrelevant media, to reach as many respondentsas possible

� setting up an online platform on which consumerscould complete the survey

� identifying relevant spokespeople within theindustry to interview

� supervising the analysis and interpretation of theresearch data

� managing the production of the final researchreport, including copywriting, design and print,along with delivering PR support for the project.

The final report was well received and becamethe first stage of an ongoing research programme.

A snapshot of th industry tolook at changing tr nds and n wopportuniti s that will shap thfutur of th s ctor.“

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Cas Study

We were commissioned to undertake a wideranging public consultation process on proposalsfor the opening of three new schools in Sunderlandas part of the Building Schools for the Future (BSF)programme. This involved working closely withSunderland City Council and the business sponsorsin developing the consultation plan, copywriting,designing and printing literature and other materials,liaising with key stakeholders, managing publicsurveys, and setting up, advertising and runningpublic meetings for each of the three Academies.

Previous rounds of consultation had identified thatlocal people would not accept the government’sstandard Academy model, and resulted in theSunderland model being conceived. It was of keyimportance that this consultation was fully inclusivein areas where high levels of deprivation areprevalent, with implications of low literacy,numeracy, access to IT and lack of engagement.

We undertook focus groups with, and monitoredpresentations to pupils, teachers, governors, schoolstaff and local residents at three schools near theproposed Academy sites to gather views on themanagement of the Academies, the implementationof the process of closing the failing schools theywere to replace, and the construction of the newAcademies. In addition, we oversaw a postal surveyto canvas residents opinions and requirements,which was also available for completion online andaffected parties were given the opportunity to makecomments through a dedicated email address andtelephone line. We then undertook in-depthtelephone interviews with major stakeholders inthe area such as MPs, MEPs, council and businessleaders, and the media.

As a result, the plans were given a resoundinggreen light with all three Academies now openand encouraging early signs of academic and socialimprovements.

Cr ating a fully inclusivconsultation in an ar a wh r lackof ngag m nt is pr val nt.“

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Cas Study

Iliffe News & Media comprises of four regionalnewspaper publishing companies, a digital mediadivision and is the owner of Channel Television.In total, they publish three evening newspapers,seven paid-for weekly newspapers, 22 freenewspapers plus six Sunday free newspapers,one quarterly and four monthly glossy magazinesand 24 related websites together with a numberof specialist niche titles.

In 2010, we were asked to develop a researchprogramme that explored media consumption habitsacross five of their key marketplaces (Cambridge,Hertford, Bishop’s Stortford, Milton Keynes andBurton), alongside the interaction of in-print/onlinereadership and an understanding of feelings towardspaid-for content.

The research incorporated off-the-pagequestionnaires, online questionnaires, on-streetsurveys and focus groups.

The finalised results enabled us to deliver ‘penpictures’ for each of the four target audiences, withrespect to their importance in each marketplace,media consumption behaviour, their demography,along with a range of recommendations to developand manage these audiences in the future, bothfrom a commercial and editorial standpoint.

The results presentation was so well receivedthat we were then asked to deliver further market-specific presentations to ensure that the keymessages were filtered and permeated throughall levels within the organisation.

The majority of recommendations have now beentaken on by the group, for implementation acrossin-print and online strategies.

Exploring, valuating ands gm nting th changing facof m dia consumption.“

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Media > Marketing & Communications

North East of England BICWearfield, SunderlandTyne and Wear, SR5 2TA

T: 0191 516 6235F: 0191 516 6236

1st Floor, Atlantic House351 Oxford Street,London, W1C 2JF

T: 0845 872 6665

E: [email protected]

http://wordsfrompressahead.blogspot.com

@PressAheadMedia


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Press Ahead Research