In today’s challenging business climate, there has never been a better time to re-evaluate your brand and refresh your marketing strategy. Wildwood’s Lorraine Nugent recently took part in a Marketing Club webinar which shared expert advice on how organisations can elevate their brands and achieve their PR goals. Lorraine shares her top tips below:

1. Identify your business goals and define your USPs

Take a good look at your business and decide why the business exists, what product or service you are selling and who you are selling it to? Who else has a similar offering to you? Define what makes you different and set clear, measurable goals.

2. Listen and adapt – by knowing your audience and flexing your business model as needed

Listen to your customers (and potential new customers) to ensure that you understand the current market and know how to meet their needs today and tomorrow. Think about how you can swiftly adapt existing business models, make positive connections and develop trust.

3. Keep up to date with current trends and know how to engage with your target market

It is essential to target the relevant publications and platforms for your customer base. What do they read, watch and listen to? Are they networking online? Know which online tools they use eg LinkedIn, Instagram, Facebook, podcasts or webinars, so you are clear on how to reach them.

4. Develop a Strategic Plan of activity
Plan your content in advance and develop marketing materials that are useful, timely and targeted. Create content that will help you share your news with your customers – it could be a press release, brochure, e-shot, social media campaign or a video.
Become a reliable and regular source of information for your customers both online and offline but remember to keep a common thread, use consistent messaging and include a call to action.

5. Add Value – by providing your customers with meaningful content that’s of value to their business
Provide your customers with engaging, shareable content that’s of value, whether it’s informative, educational, news-worthy or entertaining.

Find out more about what Wildwood can do for your business here.

In the wake of the tragic death of George Floyd in the US in May, protestors took to the streets across the world to march against racial inequality.

The global anti-racism movement has sparked much-needed conversations about diversity and inclusion in the UK and the lack of opportunities given to Black, Asian and Minority Ethnic people in every aspect of their lives, including their careers. We have been listening and learning as the design community have engaged in these conversations about racial diversity and there has been a long overdue realisation that things need to change.

The British Institute of Interior Design (BIID) is showing industry leadership by launching its first Diversity In Interior Design survey to better understand the current landscape and to help shape its action plan to improve inclusion and diversity in the interior design profession.

Other designers and industry leaders have been developing ground-breaking and innovative new initiatives to help create lasting change in the industry, these include:

Design for Diversity Pledge

Founded by writer, Kate Watson Smyth, and interior designer, Rukmini Patel, the Design for Diversity pledge is an innovative new initiative for brands, businesses, bloggers, designers and stylists to pledge their support to creating a more diverse industry. Businesses simply place a sticker on their website which leads to a link leading to the pledge, which makes it clear that they are supporting and actively participating in efforts to open up interior design to those from BAME backgrounds, whether that is through mentoring, internships, or by any other means.

Kate says: “We do not claim it as a solution. But we offer it as the start of a conversation. A sign that the door is open…… It’s our sincere hope that the presence of this sticker on a design website or social channel will give those who see it the confidence to take a step forward, while offering reassurance that their interest will be received with positivity and fairness.”

Wildwood is backing the pledge, along with a growing number of our peers in the design industry, to show that we’re committed to supporting diversity across our business.

United in Design

United in Design is a newly launched charitable organisation founded by interior designer and BIID member, Sophie Ashby and KLC tutor and interior designer, Alexandria Dauley, to address the lack of diversity in the UK Interior Design industry. Specifically, the lack of representation from the Black, Asian, ethnic minority and low socio-economic communities.

Through partnerships with established educational programmes, industry professionals and sponsors, the intention is to provide a clear road map for increased diversity in all sectors of the industry — design studios, makers, suppliers to individuals and magazines.

In a recent feature for Vogue, Sophie says: “There are so many different ways we can support Black communities – and supporting and advocating for Black-owned brands and creatives has to be one of the most fun.” Check out her list of her favourite black artists, ceramicists & interiors brands here.

As a company, we too are looking with fresh eyes at our own processes and are determined to make progress in this area ourselves. We have also been exploring ways of continuing these important conversations with our own initiatives.

Diversity Podcast

The popular Interior Design Business Podcast launched a new episode this week, focussing specifically on this subject. To find out first hand and discuss some possible solutions to the issues of diversity and inclusion in the interior design profession, hosts – our own Jeff Hayward – and interior designer, Susie Rumbold, were joined by Design Career Consultant, Simon Hamilton, and Charmaine White to talk about their own experiences.

The enlightening and engaging conversation explores the challenges of being a BAME designer working in the Interior Design profession today, the barriers and the changes that need to happen. To listen to the podcast in full, click here. The importance of working towards a more diverse and equal community is an on-going journey which needs all of our efforts, to help ensure a truly inclusive society.

By John Houston

If you were to ask the woman or man in the street who is the
greatest British cyclist of all time, you are likely to get one of three
answers: Bradley Wiggins; Tour de France (TdF) winner and Gold Medal Olympian,
Chris Froome, four times TdF winner (and planning on a shot at a fifth title),
or Mark Cavendish multiple TdF stage winner, and arguably the best sprinter
ever to have ridden a bike. All good, worthy shouts.

There aren’t many today, if any, who would say what I would
consider to be the right answer – Beryl Burton.

Beryl was born in 1937 and grew up in West Yorkshire on the
edge of the Rhubarb Triangle – a 10-mile square area that suffers from
uncommonly cold and wet weather. It’s  the perfect breeding ground for
rhubarb and the toughness required to make the grade as a bike racer. 
Beryl started cycling while in her late teens and all her training was done
after a hard day’s work in the fields picking, er, rhubarb. She was good,
really good at cycle racing. In fact she went on to win an astonishing 90
domestic championships, seven world titles, and set numerous national records,
some of which are in the most strenuous race of all, the 12. The idea of the 12
is to get on a bike, cycle for 12 hours and see how far you can go. In 1967,
Beryl managed 277.25 miles, an astonishing record that stood for half a
century.

Beryl is also a champion of equality, by not only racing
against men, but beating them. Beryl died in 1996 while riding her bike,
and while she is well known within cycling circles, she is today relatively
unknown outside.

By coincidence, a new biography of Beryl has just been published by the UK’s top cycling journalist, William Fotheringham. It’s called, quite rightly: The Greatest

By Tanya Houston, CEO of Wildwood

The theme for International Women’s Day 2020 is #EachforEqual – an equal world is an enabled world.

Individually, we’re all responsible for our own thoughts and actions – all day, every day. We can actively choose to challenge stereotypes, fight bias, broaden perceptions, improve situations and celebrate women’s achievements.

Collectively, each one of us can help create a gender equal
world.

Let’s all be #EachforEqual.

I’ve been lucky enough to run Wildwood PR for 25 years – and in that time, I can honestly say that I have not personally experienced discrimination, but I realise this is not the case for everyone.

As a team, we are focused on delivering for clients, but at the same time, we strive to create a working environment that is fun, equal and ‘gender-blind’. In fact, at Wildwood, not unlike in many other PR and Marketing organisations, we have more women on the team than men, but many of the clients for whom we work are in the much more traditionally male-dominated industries. 

It has not been uncommon in the last 25 years for the Wildwood team members to be the only females in meetings, presentations and events.  BUT – and it is a good but – this has absolutely changed over the years. Nowadays we see many more females in positions of authority as well as at the sharp end of business, working as designers, engineers, technologists, architects and more, and it is heartening to have witnessed this (albeit slow) change. 

This is a great step forward, and we all need to continue to
empower people to develop and grow, to move on in their careers, and above all,
to be treated equally. 

Recently I attended the AVIXA Women’s Council event at ISE2020 – and the keynote speaker made a great point: the number of men and women in the world is roughly equal, out of 1,000 people, 504 are men (50.4%) and 496 are women (49.6%).  In order to survive and grow in business, we need to be creating environments that welcome 100% of this talent pool – and treating everyone equally.

My year so far…

What a valuable 6 months I’ve had at Wildwood so far! Being one of the two Media Production Interns here has offered me a range of opportunities and lots of learning experience. This will help to further my career after I graduate.

Why did I choose to do an Internship?

I’m currently on a placement year at Bournemouth University, where I’ll return in September 2020 to complete my Media Production course. However for now I’m a large proportion of the way through my internship at Wildwood. I wanted to do a placement year as I think it’s invaluable experience to receive before you leave education; to have a year’s work experience in the industry you want to endeavour in is a fantastic way to start your career. Not only do I think it will aid me after I leave university, but I’ve also gained practical knowledge that’ll help me in my final year.

Decorex

BIID Conference

London Design Fair

What experiences & skills have I learnt?

I use Adobe Software to create animations, videos, photographs, podcasts and graphics daily at Wildwood. Before coming here I had only a tiny amount of experience in the software. Other experience I’ve gained includes attending events, networking, press trips, on-set recording of both audio and video, organisational skills and, of course, teamwork.

Wildwood produces two podcasts a month: The Interior Design Business & The Integrated Home. As one of the Media Production Interns I’m often on location recording a podcast and I’ve been to some incredible places for these. Occasionally there will be a live episode to record in front of an audience, which may sound scary but is a lot of fun – these always feel more like an event than a recording! This also offers the chance of meeting new people within a different industry, which only excels networking opportunities and skills.

What is it like to be part of Wildwood?

Being part of Wildwood is so much fun. Everyone is so lovely, friendly and helpful – I’ve been having such a great time in my internship. I’m not worried to ask for help or scared to take a risk, and I receive frequent feedback on my work. We have team building days, events and meetings where we all get to know each other better. It’s a lovely environment to work in and the location is beautiful too! Situated in the countryside near Horsham, Wildwood is surrounded by nature, which I think helps with creativity at work!

Do you want to be part of the team?

If you want to do Media Production and are looking for an internship, I would definitely recommend you think about a role at Wildwood.

You’ll have lots of chances to learn more about your subject, while also having a great time and go back to university with loads of new skills to show off in your final year.