Resource Media
"Becky has been instrumental in enabling Resource Media reposition itself from a magazine publisher to a digital agency."
The challenge
Resource Media has served the waste and recycling industry for over 20 years, evolving from a print magazine publisher to an online news provider, with a technical team supporting both the daily news site and the provision of website design and build services to the sector.
This evolution, however, happened very organically, resulting in a lack of clear positioning, with too many products and services and unsustainable margins. My challenge was to set a clear direction for the business, aligning the offering to where the company's purpose and strengths met its customers' needs.
The approach
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​Brand repositioning: Following a brand audit, audience insights, competitor analysis and a financial review, we honed Resource Media's positioning. The company's unique strength lay in its dual identity as both publishing and production house, and the new positioning highlighted the active role Resource Media played in progressing the sector.
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Product & service review: Structuring for growth, we cut underperforming products - including the in-house print magazine - and developed a more sophisticated content marketing offering. We revised rates to better factor in costs and benchmark against peers. A flexible business modelling tool underpinned all decisions, providing visibility on the impact of changes.
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New business: Finally, the senior leadership team took full ownership of new business, with a pitch ( or 'creds') presentation to clarify offering. Strategic commercial relationships blossomed, resulting in larger accounts with fewer clients, and thus lower operating costs, and higher revenues and profits.
The results
For the full financial year following the majority of these changes taking effect, annual revenue increased by 10 per cent and gross operating profit increased by 16 per cent.
Charles Newman, CEO, Resource Media:​
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"Everyone should want Becky on their team! She has tremendous strategic acumen and operational nous, when it comes to identifying business objectives and opportunities. Becky has been instrumental in enabling Resource Media reposition itself from a magazine publisher to a digital agency, identifying the required actions and client communications to adapt in a changing market."