Case study

Transforming Marketing for
Success: A Mentorship and
Strategy Journey. 

 

The Marketing Centre helps EIZO, a manufacturer of high-end monitor solutions for use in office environments, the healthcare industry, graphic design, image processing, design and video production, video surveillance and air traffic control market sectors. 

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The Journey


EIZO UK has grown from a small operation into a £23m+ business that has successfully taken market leadership positions in its core target markets of medical image reproduction and the moving and still image creative industries.

In 2021 EIZO UK opened its new HQ which features a new customer experience centre, including a mock operating theatre, demonstrating the latest in medical visual solutions for the changing healthcare services.

In February 2021, EIZO’s ColorEdge CG series of colour management monitors for creative fields was awarded a Scientific and Technical Award by the Academy of Motion Picture Arts and Sciences. These monitors have drawn high acclaim from top creators around the world, earning it this place of honour in video production history.

In late 2021, following the departure, in quick succession, of the head of marketing and the senior marketing executive, EIZO UK turned to The Marketing Centre to provide mentoring and coaching support to the marketing team.

They also wanted their chosen Marketing Director from The Marketing Centre to work with the executive team on developing a new go-to-market strategy, including the re-organisation of the marketing operation and the appointment of a new Head of Marketing. EIZO selected part-time Marketing Director David Long to help provide
the structure and support. 

 

The Challenge

  • The need to bolster the marketing team’s commitment and engagement with the company.
  • The requirement to review and enhance existing marketing activities.
  • The necessity to effectively manage external agencies and support for improved marketing efforts.
  • The task of developing a go-to-market strategy that aligns with the goals of each product group and target market.

 

The Solution

  • Reorganise the marketing team to provide focus and clarity of roles.
  • Developed a lead generation process and function to support the sales teams.
  • Worked with the channel sales team to deliver sales and marketing content via a new partner portal to enable the sales channels to position the company more effectively.
  • Delivered a new website with over 650 pages of product content.
  • Reinvigorated the Student Awards programme to position EIZO as the monitor of choice for video and photographic content creators.
  • Development of a sustainable technology strategy to promote EIZOs market leading 5 year warranty and ultra-low power consumption. 

 

The Results

In his capacity both as Marketing Mentor and Marketing Director, David has taken forward the marketing plan and enabled the continuity of the marketing efforts, whilst a new head of marketing was recruited and ensured a smooth transition of marketing leadership.
Since on-boarding as both a mentor and marketing director to support the existing marketing function and reinvigorate their marketing, the business is now better enabled for future growth.
The marketing team has grown from strength to the strength and is now actively engaged with all key stakeholders within the business. 
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On-boarded as Marketing Mentor and Director, revitalising marketing efforts and ensuring continuity during leadership transitions.

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Enabled future growth by reinvigorating the marketing plan and fostering a cohesive marketing team.

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Actively engaged with key stakeholders, driving strategic initiatives and strengthening the business's marketing function.

David’s strategic leadership revitalised our marketing efforts during a crucial transition. His expertise and hands-on approach not only provided stability but also set the stage for future growth. 

Colin Woodley - CEO

 

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