highest marks in cohort

selected as departmental model for future students

360 strategic plan

dual campaign architecture

full peso model

highest marks in cohort selected as departmental model for future students 360 strategic plan dual campaign architecture full peso model

Smart Works Scotland provides interview clothing and coaching to unemployed women. At the time of this project, they were rebranding and expanding into Glasgow, a city where they had zero established presence. The communications challenge was that they needed to reach two audiences with fundamentally different needs simultaneously: women in vulnerable circumstances who needed warmth, accessibility, and zero friction, and corporate partners in Glasgow who needed a credible business case for a new relationship with an organization they'd never heard of. One message was never going to work for both.
I treated this as a real client engagement from the start, because it was. I began with a full organizational audit, PEST analysis, competitive landscape review, and stakeholder mapping before developing a single strategic recommendation. The research revealed that Smart Works Scotland's combination of practical support and confidence coaching was genuinely distinctive and consistently undersold. The strategic solution was a dual-campaign architecture under one unified brand narrative: the overarching message stayed consistent, but the tactical expression (channels, tone, messengers, CTAs) was built separately for each primary audience. The client-facing campaign led with empathy and accessibility. The corporate partner campaign led with impact evidence and mutual value. The full plan covered audience personas, messaging framework, full PESO channel plan, tactical recommendations, issue management protocols, and a measurement framework with defined KPIs.
- Received the highest marks in the cohort at Queen Margaret University
- Selected by the department as the model example for future Strategic Communications students
- Full plan available for download, covering organizational audit through tactical campaign execution