Initially appointed on a six-month contract which was later extended for a further six months, The Tonic was commissioned to regionally promote the work of the Business and Intellectual Property Centre, Newcastle (BIPC) and develop marketing materials including a monthly newsletter and new website.
The Tonic team acted as a communications conduit for the BIPC, working closely with the Centre manager and strategic partners – Newcastle City Council, Northumbria University and Newcastle Science City. Working alongside the web partner and client lead, The Tonic drafted the new website copy and also made recommendations on the optimisation of keywords. The first content draft was approved with minimal amends from the partners and subsequent statistics show that the new website bounce rate significantly decreased from 64.55% – 2.86%. On behalf of the BIPC, Tonic established a strong rapport with the key regional media which was evidenced in keyword dense and in-depth coverage being achieved in all of the relevant and larger titles.