Copley Scientific – maintaining marketing momentum and consistency during internal changes
Background
Copley Scientific is a family-run business based in Nottingham, providing testing equipment for the pharmaceutical industry and other technical markets. Over more than 80 years, it has established itself as a global leader in inhaler testing solutions. With a highly specialised product portfolio, Copley’s marketing communications are necessarily technical and targeted at audiences with deep industry expertise.
Challenges
During a planned period of absence within the team, Copley Scientific took a proactive approach to maintaining momentum and consistency in its marketing, combining forward planning with external expertise to ensure continuity. A detailed content and campaign plan was developed in advance, alongside the decision to bring in additional resource to complement the existing team.
The requirement was for experienced marketing professionals who could quickly understand a complex technical offering, integrate seamlessly with established processes, and provide reliable, ongoing delivery.
Solutions
Get Ahead provided experienced marketing specialists with relevant technical and sector knowledge, who worked closely with the Copley team to deliver the existing marketing plan while remaining responsive to evolving priorities.
Activity was delivered across a broad mix of channels, including website updates, digital campaigns, PR, and social media, alongside a consistent programme of technical content such as blogs, white papers, and news articles. Support was also provided for webinars and industry events.
A key priority was maintaining continuity. The team quickly became familiar with Copley’s product portfolio, messaging, and ways of working, enabling them to execute planned activity with minimal disruption. At the same time, they contributed additional perspective, helping to refine messaging and improve clarity for a global audience.
They worked within Copley’s established frameworks, using existing templates and tools to ensure brand consistency, while also introducing practical enhancements where appropriate, such as improvements to webinar delivery and content production processes.
Close collaboration was maintained with Copley’s wider network of suppliers, including translation and technical partners, ensuring that all activity, including multilingual website updates, continued to run smoothly.
Support remained flexible throughout, adapting to changing requirements and continuing through the transition period as the internal team returned to full capacity, ensuring continuity at every stage.
Outcomes
Copley Scientific’s marketing programme was delivered consistently and to a high standard throughout the period, including the successful execution of planned campaigns and product launches.
The ability to maintain output without disruption ensured continued visibility and engagement with its specialist audience. Just as importantly, the external support integrated effectively with existing processes and partners, allowing the programme to continue with minimal interruption.
Overall, the approach enabled Copley to achieve its objective of maintaining momentum and consistency in its marketing, despite a period of internal change.
CEO Jamie Clayton said: “I am very pleased that Get Ahead helped us maintain our comprehensive marketing communications programme during this period. The team worked effectively within our existing processes and alongside our colleagues and suppliers, delivering campaigns and product launches to a high standard and on schedule. Their support ensured we maintained visibility and consistency in a competitive and highly technical market.”
