19th July 2016
Bailey of Bristol has strengthened its marketing team as the business looks to reach out to a wider audience and help grow the existing market.
Bailey caravans and motorhomes are now some of the best-known leisure vehicles available in the UK and over the years’ the company has established a very loyal customer following for its products. However as part of its current expansion programme Bailey is looking to attract new people both to the brand and to the pastime in general for the first time in order to develop the business.
In order to meet this challenge the company has expanded its marketing operation which will now be led by new Head of Marketing Bartholomew Day. Bart has a wealth of experience in both the automotive and finance sectors and brings with him an in-depth knowledge of modern marketing techniques and principals. Other new faces include Charlotte Rodriguez (Senior Marketing Executive) who joins Rachel Lockyer (Marketing Manager) and Hannah Ward (Marketing Executive) to form the marketing operations team who collectively are responsible for the communication of information on both the company and its products to new and existing customers. They will be assisted in this process by specialist Web Designer Jaclyn Stephenson and Marketing Analyst Cristina Dorador de los Santos. This new injection of woman-power will allow Bailey to gain a greater understanding of who our potential customers might be and how best to contact them effectively.
One of the team's first tasks was to appoint a new creative partner and following a three-way business pitch the Bristol based Perfect Storm agency was chosen to fulfil this role. They will work in conjunction with the company's resident Market Research experts, Mindset, to help improve the effectiveness of the Bailey's marketing effort both in terms of targeting and presentation.
These internal and external appointments have been made during a very dynamic period in the company’s history as the changes implemented to the business as part of the Aurora Programme start to take effect.
Considered by many to be the industry’s leading innovators, eighteen months ago Bailey began a corporate re-structuring programme - code named Aurora. The aim has been to introduce a modern business approach to the soon-to-be 70 year old family owned leisure vehicle manufacturing company whilst at the same time maintaining the key cultural characteristics that have made it such a long term success.
The project is now nearing its conclusion and the company is already beginning to see the benefits of the changes made. The adoption of modern manufacturing principals and the re-configuration of the main vehicle assembly line has led to a 20% increase in annual production calendar year to date. Improvement in supply volumes have led to subsequent increases in caravan and motorhome retail sales over the same period, by 10% and 26% respectively, thus strengthening of the company’s position in both markets and re-affirming Bailey as the UK’s number one leisure vehicle brand. Commenting on these new appointments Bailey Marketing Director Simon Howard said:
“It’s great to see so many new faces in the team, bringing with them a host of different skills that will help improve the effectiveness of our future marketing communications”.
New look Bailey Marketing team L to R
Cristina Dorador De Los Santos (Marketing Analyst), Jaclyn Stephenson (Web Designer), Bartholomew Day (Head of Marketing), Hannah Ward (Marketing Executive), Rachel Lockyer (Marketing Manager) & Simon Howard (Marketing Director). Not pictured Charlotte Rodriguez (Senior Marketing Executive)