VisitScotland

Heather was appointed in March 2007 as strategic planning consultant for direct marketing following a successful competitive tender. This takes Heather’s relationship with VisitScotland into its fifth year, and we look forward to continuing to build a strong emotional bond between Scotland’s national tourism agency and its target consumer audience.  Heather has helped to develop a unique consumer segmentation model for VisitScotland, based on a bespoke approach combining consumer attitudes and behaviour with an understanding of their relationship with Scotland as a holiday destination. 

Kwik-Fit

Heather has conducted product development research and advised on the positioning and communication of products and services for the UK’s leading fast-fit group. Now fraoch continues to help Kwik-Fit to build the shape of their future business and to deliver customer satisfaction profitably.

McKinlay Kidd

Heather McKinlay and her husband Robert Kidd started this specialist Scottish travel business in 2003, investing their own savings in the venture. As part-time (unpaid!) marketing consultant, Heather takes the strategic lead, ensuring the company continually focuses on consumer needs, develops new and exciting products, spends the marketing budget wisely, and continues to grow and meet targets…and even answers the phone occasionally.

Drambuie International

Heather developed the business case for testing a relationship marketing programme, which became an established part of the marketing mix for this specialist liqueur brand, working in tandem with above the line advertising. The carefully-crafted segmented and creative approach won Silver at the IDM Business Performance Awards 2004.

The Macallan malt whisky

As Planning Director at WWAV Rapp Collins, Heather developed the strategy which built a highly responsive database of malt whisky drinkers, enabling the brand to build dialogue and relationships with target consumers, both offline and online. The only UK Gold Award winner in the US DMA International Echo Awards 2002, judged on strategy, creativity and results. Heather was invited to present the case study at the US DMA Conference in Chicago.

Scottish Friendly Assurance

Heather provided strategic planning advice to Scottish Friendly Assurance as part of the WWAV Rapp Collins team until late 2006. This included the development of acquisition, targeting and database segmentation strategies for a range of savings, investment and insurance products. In 2002 Scottish Friendly won Silver at the UK-wide Institute of Direct Marketing Business Performance Awards, recognising sustained business impact in the use of direct marketing.