What We Do

 

What We Do

Luminescence provides brighter thinking, incisive campaigns and transformative training to professional services and other high-knowledge industries.

We help our clients to communicate and demonstrate their market leadership with credibility.

We are the leading lights in Strategy, Content, PR and Training provision, ensuring our clients cut through in a connected world.

Strategy

The pace of change is breakneck and businesses are grasping that the only insurance against irrelevance is innovation. To remain agile and responsive yet chart a successful corporate trajectory with steely vision requires intelligent strategic planning.

Our Strategy provision ranges across all key communication disciplines. Using our proprietary, “Think. Share. Grow.” process we guide you through the strategic planning, execution, monitoring and evaluation of your communication activities, so that every activity, no matter how small, builds to support the organisation’s long-term objectives and over-arching vision.

SMART(ER) Planning

All of our strategy work utilises the SMART(ER)* planning framework, ensuring measurable business outcomes, not just activity outputs. Luminescence has also adopted the Integrated Evaluation Framework from AMEC, the international association for the measurement and evaluation of communication, ensuring our campaigns are held to stringent, industry-leading quality standards.

*Specific, Measurable, Assignable, Realistic, Time-bound, Evaluated and Reviewed.

From Communications Strategy to Social Media Strategies, we provide a guiding hand, penetrating insights and fresh business-centric ideas to help you navigate the challenging stuff, avoid costly mistakes, make the case to the Board and confidently cut ahead of the competition.

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Content Marketing Strategy

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PR Strategy

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Social Media Strategy

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Content

Luminescence is a content connoisseur. Successful content is not just about what you say; it’s about how you say it, why you’re saying it, who is listening – and why they care. It’s about making a connection with your audience that lasts long after they have consumed your content.

Taking a journalist’s eye for translating seemingly complex information and terminology into reader-friendly content, our approach to content marketing and content creation is reassuringly sceptical. We are steadfast in the pursuit of only the highest quality content, that which conveys thought leadership and ‘furthers the debate’ in your sector, ensuring your corporate communications cuts through in a complex world.

What is Content?

The term Content is a catch-all for the distribution of information through different mediums – written, visual and audio. Luminescence is well placed to provide a combination of multimedia content that reaches your audience online (digitally), offline (the physical ‘real world’) and content that cross-pollinates the two.

Competition for your audience’s time and attention is fierce and technological innovation has compounded this. Targeted and well-executed content can be incredibly powerful as people connect with ideas, images and story narratives that are engaging, informative and entertaining.

What is Content Marketing?

Content Marketing is the discipline of creating quality branded content that is valuable, relevant and consistent to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

In short, instead of pitching your products or services as you would using traditional marketing methods, Content Marketing delivers information that makes your service buyer more intelligent, conveys brand authority and builds trust in your service offering

Content Marketing Agency

Luminescence is an experienced content marketing agency. We have experience in everything from producing Content Marketing Strategies for professional services to overseeing Content Marketing campaigns and commissioning content for media brands such as The Guardian. We employ the very best content creators, with our written content created by sector-specific seasoned journalists.

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Corporate Copywriting

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Content Marketing Strategy

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Content Marketing

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Public Relations (PR)

Public Relations (PR) is fundamentally about managing a brand’s reputation across all of its stakeholders, from existing clients and prospective leads to investors, suppliers, media and opinion-formers.

What is Public Relations?

The Chartered Institute of Public Relations (CIPR) adds that it is “the result of what you do, what you say and what others say about you”. A communications discipline, PR engages and informs key audiences, builds important relationships and brings vital information back into an organisation for analysis and action.

The traditional method of influencing the public reputation of your business was through media relations, generating positive publicity for your brand (or minimizing negative publicity) and stimulating media coverage that benefits your business objectives.

While this still involves co-coordinating directly with the people who produce mass media (journalists), the proliferation of social and multimedia means that the influencer pool is larger, including bloggers, podcasters and vloggers (video bloggers).

The Business Case for PR

Businesses are built on trust and the role of PR has always been to influence perceptions in order to cement that trust and enhance brand value. It has real, measurable impact on achieving strategic organisational goals.

Companies with good reputations enjoy customer and employee loyalty (which is also more resilient when the company experiences a negative shock), the ability to charge a premium for products and services, lower recruitment costs, and higher corporate market valuations.

Companies are increasingly valued on intangibles, such as brand value and reputation; in 2015, 64% of UK business value consisted of intangible assets. Ratings agencies such as Standard & Poor’s have added reputation risk to their risk management assessment of companies.

Despite this, only 3% of FTSE 100 companies say they measure reputation management across the business and only 11% classify reputation as a separate risk category, according to The Lawyer and Schillings. High-profile, reputationally damaging events can obliterate share prices, as companies such as BP, Volkswagen, Tesco and Sports Direct can attest.

Luminescence PR – What to Expect

Whether you want traditional media exposure for your company or specific service line, profile-building for a founder or member of your executive team, or introductions to non-traditional influencers, Luminescence can help you communicate and demonstrate your market leadership with credibility.

Using our proprietary, “Think. Share. Grow.” process we guide you through the strategic planning, execution, monitoring and evaluation of your communication activities, so that every activity, no matter how small, builds to support the organisation’s long-term objectives and over-arching vision.

PR Measurement

All of our strategy work utilises the SMART(ER)* planning framework, ensuring measurable business outcomes, not just activity outputs. Luminescence has also adopted the Integrated Evaluation Framework from AMEC, the international association for the measurement and evaluation of communication, ensuring our campaigns are held to stringent, industry-leading quality standards. As members of the CIPR, we are accountable to its Code of Conduct [AL6] and to develop and demonstrate ethical competence.

*Specific, Measurable, Assignable, Realistic, Time-bound, Evaluated and Reviewed.

In-house PR?

We appreciate that some companies have an in-house PR team or that the PR function sits within the Marketing team. Luminescence can play a supporting role through our Training courses or by providing specialist services to strengthen your Marketing department and compliment your existing PR operations and campaigns.

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Press Releases

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Corporate Communications Agency

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PR Strategy

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Training

Training is about future-proofing your career, your staff and your business. The break-neck pace of change and the hyper-competitive, globalised business environment makes professional training a crucial investment. That’s why it is so important to choose the right training provider.

Business success favours professionals who continually evaluate and evolve their knowledge and skillset in line with the needs and demands of the modern business landscape – and that landscape is evolving more rapidly than arguably at any other time in this workforce’s memory.

The Business Case for Investing in Training

Inside many businesses, internal departments are increasingly expected to collaborate and merge in ways they haven’t previously, while employees are now expected to be multi-tasking, multi-disciplinary ninjas.

According to the UK Commission for Employment and Skills, too many British businesses are relying on initial education rather than ensuring their workforce develop the skills and knowledge required for the continuously changing business environment. That is despite around 90% of the current labour force having the potential to be active in the labour market a decade from now.

Without the right support to develop their skills and confidence in applying those new skills, there is a risk of your workforce becoming despondent about their role and disillusioned with the organisation, creating a subsequent risk of higher employee turnover and associated ‘brain drain’. In addition, if your employees are not well-versed in new working practices, approaches, digital tools and the related skills, the firm is missing out on a relatively low-cost way for organisational improvement across processes, productivity and employee engagement.

Luminescence Training – What to Expect

Our Training provision ranges across all key communication disciplines. Using our proprietary “Think. Share. Grow.” process, each bespoke course is designed and prepared by Luminescence Head of Training, Anna Marsden, a PTLLS-qualified trainer with more than 10 years’ teaching and training experience. Course material and examples are tailored to your firm’s sector and specific organisational needs, ensuring that information can be easily digested and readily applied on the job.

Luminescence provides courses backed with academic rigor and tailored to each participant’s specific learning style (Activist, Reflector, Theorist, and Pragmatist). This ensures each training course delivers the learning outcomes required by the business – and all delivered in a fun, interactive and approachable way.

Learning & Development Return on Investment (ROI)

Despite 60% of professional service firms and almost 70% of financial service firms investing in employee training, there can be a lack of evaluation and review of training services. Only 30% of small firms – mainly the more innovative ones – measure the effects of training, including its contribution to financial performance[4], while 40% of companies fail to align learning and development activity with strategic business goals.

By engaging our “Think. Share. Grow.” [AL10] process, Luminescence corporate training ensures business objectives as well as learning objectives are embedded in each custom-built course, providing you with an evaluation at the end of each training session. This ensures you can measure the return on investment from your L&D investment with us – and in your most valuable resource, your people.

We provide a wide range of packages to suit a broad range of needs and budgets, from bespoke 1-2-1 executive coaching sessions to group practical training sessions, and from live webinars to after-dinner presentations and interactive workshops.

Next steps

  1. Discuss your training objectives with us: ideal training date, location, 3 day, full/half-day and number of participants.
  2. Receive Training outline describing topics and exercises to be covered in each training module and the related learning outcome.
  3. Agree bespoke training outline and confirm training with initial 50% fee payment.
  4. Ahead of the training day, a brief online survey will need to be completed by each participant to ascertain their individual experience, level and learning styles.
  5. Attend your training session; learn, engage, be empowered, see results.
  6. Evaluation delivered at the end of the training session along with final 50% fee payment.

See below for the range of training topics we specialise in.

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Social Media Training

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Social Media Management Training

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Social Media Training For Charities

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Digital Evaluation and Monitoring Training

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Search Engine Optimisation / SEO Training

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Digital Marketing Training

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Media Training (Broadcast, Print & Digital)

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Presentation Skills Training

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Writing for the Web Training

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Public Speaking Training

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Crisis Communication Training

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