50 email: news@printmonthly.co.uk March / April 2024 - Issue 347 INTERNATIONAL WOMEN’S DAY 2024 customer audiences, and mastering an understanding of substrates and production techniques opened up a whole new world,” Hope says, adding: “Segmentation and personalisation also became critical for success, manoeuvring carefully around the law changes in GDPR compliancy.” Looking back, Hope says she is proud of being involved in a number of industry awards and the moment that stands out in particular was the Gold CIMTG Award for the integrated marketing campaign ‘England Rocks!’ with Visit Britain. “The campaign not only propelled tourism to visitor attractions, but it also attracted a wave of exciting new music and youth brands to the agency portfolio.” Reflecting back to when she was just starting out, Hope adds: “One piece of sound advice to my younger self would be to work to your strengths and pursue your passions. This is integral to building a rewarding and, above all, happy career path. And yes, I am extremely passionate about print!” Also in the marketing sphere and Kirsty Corcoran, marketing manager at Very Displays came into print and graphics from B2C FMCG marketing and was attracted to print and signage having used the medium to promote previous brands. Over the past two and a half years, Corcoran has worked on a vast range of projects from building a social following, creating yearly marketing initiatives, upgrading the company’s look and feel, as well as creating new unbranded marketing materials to help trade customers and become a useful marketing aid for them to sell their products. Corcoran has been working with the team over the past five months to develop the company’s new price list and this is something she is particularly proud of. “We have really changed it up this year with new features, new products, and a new design and I’m excited to see it launch.” Similarly to Hope, Corcoran found the physical act of print to be her biggest learning curve to date. “Understanding the intricacies of how we go from creating artwork to printing and assembling a final product, and everything in between is something I have had to delve into in detail. With that comes an understanding of print machinery, finishing techniques, and proof setup to be able to promote Very Displays and what we do as a business through all marketing channels, but more importantly what our customers need from me as a marketer to help support them.” Tress says. “We’ve learned to leverage the newest technologies, anticipate market shifts, and diversify our services to meet the evolving needs of our clients.” Tress adds that it has been an important learning experience mastering commercial growth, with innovation, inclusivity, and sustainability at the forefront. Inclusivity has been, what Tress describes as, the key pillar of SF Taylor’s success. “We have strived to create a workplace where everyone feels heard, valued, and included,” she says, adding that this inclusivity applies both internally and in client relationships. Having been in the business for 40 years, Tress says her proudest career moment was becoming a shareholder and director and being a key part in the continual growth of the business and the transformation of the workforce. On what advice she’d give to herself at the start of her career, Tress adds: “Learn as much as you can about the business and the sector that you work in, so that you will always be in touch with changes within the marketplace, as well as new innovations and technology available to drive efficiencies. “Knowing exactly how the business is run allows you to anticipate needs and requirements of the future and predict how things might change, as well as how you will need to adapt and respond.” Santha Hope, head of marketing at Tradeprint, first joined the industry back in 2008 where she spearheaded marketing for a leading superwide print specialist for events, retail, experiential, and displays. When these sectors were affected in 2020 by the Covid-19 pandemic, Hope moved to a large-format printer specialising in branded spaces, particularly with construction and property clients who had continued to operate during this time. Hope then joined Tradeprint in June 2023 as head of marketing, bringing with her 15 years of large-format marketing experience. This meant Hope was well positioned to support the company in its wide-format growth following the acquisition of Tayprint in 2022. The company’s recent move to consolidate all production under one roof has seen the Fulton Road factory double to 40,000sq ft. Learning the Industry For Hope, the transition from a creative agency background heading up client services and marketing teams to the specialist industry of print back in 2008 was the steepest learning curve of her career. “Understanding the intricacies of supply chain dynamics, deciphering diverse search terms used by different ▲ Santha Hope, head of marketing at Tradeprint ▼ Kirsty Corcoran, marketing manager of Very Displays
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