Goodfellow is a leading provider of research materials for industry and academia. Its products are used on everything from everyday building products to space shuttles and the large hadron collider. Initially engaging with Goodfellow in February 2016, we have taken the company on a journey from product-focused to putting marketing at the heart of their business strategy. We began by undertaking a full audit of the company's position in the global marketplace. This established a baseline from which we produced a multi-year marketing strategy with tangible recommendations on how to increase lead generation, sales and brand awareness.
We have been applying this strategy ever since and, in that time, Goodfellow has seen a remarkable transformation in terms of how the brand is perceived in the marketplace. Rather than looking at a complete re-brand we came up with an interim brand refresh solution which focused on a single strapline and clear styling which could be applied across all channels. Using a carefully defined array of online and offline channels we began to communicate Goodfellow's messages to key international audiences in a more consistent manner, establishing brand guidelines for the first time. As our knowledge of the brand has grown we have increasingly been able to articulate this into more eye catching and powerful marketing materials, with a range of trade publication adverts providing the ultimate example of this.
53 King Street
Cambridge Innovation Park