Client: Dance Base, Scotland’s National Centre for Dance
Services: Strategic marketing consultation, Team resource planning & development

I was commissioned to provide strategic support to help Dance Base get back on track with marketing and communications activity after a turbulent time in the wake of COVID and the energy crisis. 

They had taken difficult action required to run a balanced budget which included not replacing a senior member of marketing staff and making a change to the business model for the public programme of dance classes. With this gap in senior level in-house expertise, they needed some support to maintain momentum in their marketing and communications work.

For Dance Base I:

• Created key messages document for the organisation to ensure consistency, clarity, and focus across their communications.

• Evaluated existing marketing activity and set strategic and tactical objectives across marketing and communications activity, with a focus on maximising impact from digital channels (social media, website, and email).

• Developed brand tone and voice and empowered members of the Dance Base team to use it in their work.

• Supported recruitment and induction for a permanent Marketing Manager to take forward the strategy I had created.