Reach, formally Trinity Mirror, is the publisher of national titles such as the Daily Mirror, Daily Express, and Sunday People. Regionally, it publishes more than 100 titles and 38 news websites, such as the Manchester Evening News, Liverpool Echo, Nottingham Post, and the Western Mail, along with its new ‘Live’ branded websites, such as Birmingham Live.
Reach Solutions is the commercial arm of the business, aiming to bring together editorial output with media agencies and SME clients.
Back in December 2017, Reach’s regional marketing staff were in separate teams, working under local management and in different locations. There was no central collaboration, resulting in duplication.
In 2018, a new strategy was devised, bringing the regional marketing teams under one reporting line with working practices aligned, supported by skills assessments. This led to the creation of specialist skills for the first time, covering content, SEO, email marketing, social media, insight, and events engagement.
New initiatives have also been introduced. These include a commercial metric for measuring ad exposure across print, online and social, brought together with an online tool, and the creation of a marketing intranet, linking sales materials and assets. A lead nurturing programme covering email and social was also developed, to help support the commercial drive by contacting customers and prospects with relevant content, on a consistent timely basis.
The regional marketing team is now fully centralised, operating as one, fully supporting the group commercial objectives.
Reach Solutions is the commercial arm, and its aim is to bring together our editorial output with media agencies and SME clients, to create strong connections between our audience, content, and advertiser brands. The regional marketing team consists of 20 professionals, covering group-wide specific roles, and those with direct local responsibilities in the key regional areas, such as the South West, Midlands, North East etc. Their remit covers all aspects of marketing, but with a heavy focus on B2B activity.
The objectives of the team is to deliver engaging and compelling brand and sales communications to customers and publics, both internal and external, all in direct support of the wider business objectives.