Becoming the go-to brand: competitive city regions or a united North?

By Amy Doyle, director of client services, Campaigner (Moz Group)

Newcastle, Gateshead, South Shields, Darlington, Blyth, Manchester, Leeds, Sheffield.

These are the cities and towns that house the Moz Group’s UKTeam, tasked with driving the success of our email and SEO products – Campaigner, SMTP, Kickbox and Moz SEO– in the UK market. And they do just that – they deliver results that our senior leadership could only have ever hoped to achieve; and they do it through the power of connection across the North.

In Sheffield and in Leeds, our development team uses their networks to discuss and optimise our technology stack, tapping into the talent that these regions host in a way that allows us to challenge the status quo and not be guilty of doing what we have always done.

In Manchester, some of our Campaigner account management team members make use of Clockwise, the shared workspace facility, to meet new companies, share current marketplace challenges and educate these companies on how our products might solve a real business need that they have.

In Darlington and Blyth, the Campaigner team join networking events to ideate with like-minded individuals, sharing opportunities and challenges and, most importantly, figuring out how we can work together to support one another’s business development.

Our brand recognition has grown incredibly in the last number of months in the UK and when we look at our website traffic analysis, the graphs might as well be in the form of a big Postcard from our beautiful Northern Region saying, “Wishing you all the best!”

Brand awareness is just one benefit. The additional bonus has come in the era of the Great Resignation. Not being bound to one particular city has meant that when facing the challenge of recruiting, which many companies will understand all-too-well at this point, we could broaden our search and benefit from the skills, education and experience of candidates from cities other than our base of Newcastle-upon-Tyne.

The impact this has on the bottom-line cannot be understated. Personally, I have had the honor of standing proud in front of the senior leadership of Ziff Davis, of which the Moz Group is a subsidiary, to report on the pool of talent we have been able to leverage into in order to recruit quickly and meet our revenue targets. I have also been able to report on the growing distribution of the Campaigner customer base from one city in the North of England to three major cities in under 12 months, allowing us to diversify our commercial model.

Our company’s performance has been possible only by the benefits we have enjoyed as a United North. After all, the concept of the Northern Powerhouse was founded under a vision for a super-connected, globally-competitive northern economy which helps businesses to seize the opportunities of the UK market. With a United North approach, what could stop Campaigner from becoming the “go-to-brand”! The ability to tap into highly-skilled people and the stellar business leadership of our fantastic region is the foundation from which we can grow – together!

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Invest North series is a virtual conference featuring over 40 confirmed speakers and sessions focused around five key themes: place, international trade, funding and investment, war for talent, and innovation, alongside an in person networking dinner.

The full day event is being curated by TheBusinessDesk.com and its headline sponsor Squire Patton Boggs, and supported by Progeny, Mott Macdonald, Curveblock, TransPennine Express Northern Powerhouse Investment Fund, Influential, Phoenix Group, Campaigner, NP11 and becg.

It will include a mix of keynote speakers, interviews and panel discussions, designed to explore the critical issues for businesses and the economy in the region, in the wake of the government’s Levelling Up white paper.

To find out more about the conference or to book your tickets click here.

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