In the beginning

I began my career in marketing at the age of 20.  I was desperate to start a career in marketing, having completed a degree in Communication Studies in 1993.

My first job was as an admin assistant in a small agency - so if you are thinking of a career in marketing - don't discount this route!

From there, I moved to a national construction company and had an amazing boss who supported me and paid for me to do my first Chartered Institute of Marketing Qualification (the lesson here is be brave and if you have aspirations - ask your boss to support you - they will recognise ambition and talent), which was at the University of Salford in 1995 - so the first marketing plan I ever wrote was for the asbestos removal division of a national construction company!

After that, I worked for 8 years in an international printing group.  First, as an Account Manager on the Tesco account, where I was responsible for getting their Clubcard direct mail produced.  That was such a fantastic learning experience in both the power of personalisation and also customer service experience (boy do Tesco know how to get their suppliers to work!).

Having done that role for 2 years, I once again had an amazing boss who allowed me to move back to a more pure marketing role (once again I asked - I put a proposal together as to why they needed some 'proper' marketing, he agreed!) and I then became responsible for the marketing for the digital division of the business.  Before long, I was promoted to the bigger magazine division.  During this time, I wrote marketing plans for different printing companies within the Group, as well as the magazine division as a whole. I eventually left the national printing company after the birth of my second son and had a wonderful 5 years away from the business environment enjoying quality time with my 3 young sons.

The middle

The next chapter came when I decided I was ready to get back to work.  

I went back to university again, this time Nottingham Trent University, and did a higher Chartered Institute of Marketing Qualification, which was as much to get my confidence back as a refresh of my skills.

I then founded my marketing agency in 2010 specialising in writing and implementing marketing plans for small and medium sized businesses.  

I ran this for 12 years. I wrote marketing plans and along with my team we implemented the plans for our clients - doing social media management, email marketing, content marketing and more.  

Our customers stayed with us for many years - we were literally their marketing team - so along the way I gained incredible experience of what works and what doesn't work for small and medium sized businesses. Alongside running the agency, I was also asked to do some workshops for the University of Lincoln, where I taught new entrepreneurs how to write and implement marketing plans.  

I also spoke about this subject widely at networking events around the regions and became well known for my marketing planning skills.  I was also the Chair of the Lincolnshire Region of the Chartered Institute of Marketing. I also qualified as a Professional Copywriter (words that sell) and also qualified in NLP (Neurolinguistic Programming) - both very useful skills for successful marketers and business owners.

During this time I became a Fellow of the Institute of Marketing and also a Chartered Marketed.  This means that I am respected in the industry and also demonstrates that I have continued my professional development in order to keep my skills up to date.  Ultimately, it means peace of mind for my clients.

For a long time, I wanted to offer a marketing planning solution to businesses with more time than budget.  Businesses who didn't have the budget for me to write their marketing plans for them but who I knew would hugely benefit from everything a marketing plan means for the growth of a small business.  

So the Marketing Success Programme was born (It was originally called Fill the Gap Marketing Academy). 

The end (well, where I am now anyway!) . . who knows where is next!

Covid hit and decisions had to be made.  At the age of 50, I decided that closing the agency and moving towards sharing my knowledge online was the best move, so the Marketing Success Programme became my focus, and my dream of helping many more small and medium businesses to benefit from marketing planning has become a reality.

The more people I help, the more I fine-tune the programme.  It is highly aligned with what SMEs need and is hugely focused on their ideal client.  But it is also about the fact that I know and understand the people who work in SMEs. I know you have many hats to wear. I understand your fears and frustrations (not only have I worked with 100s, I am one myself!). 

So the Marketing Success Programme is broken down into bite-sized elements.  

Templates with short videos explaining how to use them and why.  They build up to create a bespoke marketing action plan based on what motivates your ideal client and what drives your profit. It concludes with the pillars you need to complete to build your first marketing campaign (and gives you the tools to build future campaigns).

Whilst the on-line programme includes digital access to me (by email or Facebook group), for those who want a bit of accountability (I know sometimes we just need a date in the diary to get things done by!) or an extra bit of hand-holding, there is an option to have 121 support sessions with me too.

So that brings you up to date with where I am now! (well, that and I should tell you that 2 out of 3 of my sons are driving - how fast they grow up!).

I adore my job. I love the difference I make. The difference marketing planning makes.  If you want to benefit from the difference marketing planning can make in your small business (it is not just for the big boys I promise you!), then please explore the marketingsuccessprogramme website or drop me a line if you have any questions. I'm here for you.

Here's to your success.

Joanne Wilson

admin@ftgconsulting.co.uk