12 | UK Enterprise Awards 2023 Apr23142 Most Client-Focused Marketing & PR Agency 2023 - West Midlands Working predominantly within the travel, leisure, eco-business, and fitness industries, Culminate has established itself as one of the best in the business. Of course, the weight of that reputation rests firmly at Georgina’s feet, driven by her expertise and experience. At the forefront of Culminate’s core messaging is disruption – a need to change the hyper competitive marketing and PR space for the better. Today, if you need PR, digital marketing, or social media management, you can’t do better than Culminate and Georgina. “I have significant experience working with a range of stakeholders from multi-national organisations to boutique brands. Having lead the development of social media, public relations and marketing strategies for startups, SME’s and large brands. As someone who has often been the only female in the room while decisions are being made, I want to allow girls and women to know they can make a difference, especially in traditionally male dominated sectors, like sport and fitness. This has been a key mission of mine since launching the business last year. In accordance with this I also support women in sport - sponsoring a female footballer in her journey to professionalism, and sponsoring Severn Stars Super League Netball Team.,” Georgina explains in more detail. As a disruptor, it is important for Georgina to work with clients that understand her values and approach entirely. After all, exceptional results can only be achieved by seamless collaboration and communication. A partnership, with both parties on the same page at all times. This extends to Culminate’s client onboarding, with Georgina making a point that she will only accept clients she knows she can help through her expertise. “Being honest from the outset is my philosophy, does the client have a good hook, or do we need to explore other elements of the business to get the best results for them.” Working with eco and green businesses, it also won’t be a surprise to learn that Georgina holds sustainable values in high regard also, as she moves on to discuss. “For me planet before profit is vital, we need to make decisions based on preserving the planet and making it better for future generations not how much money we can make. Similarly, looking forwards, wellness will be the core of my staff and employment strategy, full flexibility, and trust are the vital elements I carry through my business. Trusting to know the job will be done whether it takes 2 hours or 2 days!” It’s no secret that the marketing and PR worlds are undergoing vast changes at the moment – and for the foreseeable future. As a disruptor, there’s certainly an element of Georgina’s work which looks to ignore such trends, but naturally, it also pays to be aware of any trends currently gripping the market. “For PR we are seeing more and more the focus being on something interesting and newsworthy rather than just the relationship the PR professional has. With digital journalism being ever growing we see more and more opportunities for coverage for clients, and todays mummy blogger could be tomorrows broadsheet editor, so for me you need to explore new opportunities as you never know where it will lead in the future. “Also we have to mention the growth in podcasts and vlogging! Goodness this is booming, and great to have the opportunity for my clients to get their voices heard. The impact for me is building knowledge and relationships in the podcast space, learning which are viable options and which are flash in the pan podcasts with very few listeners. But with any PR coverage, it is great to get the host talking about you and your business.” Moreover, being based in the UK has also offered many benefits to the way that Culminate conducts its work, allowing for freedom of expression that Georgina has capitalised on. “All of my clients are UK based, and looking to build their UK business by building their brand awareness and developing greater opportunities either in their local community or across the country. In the UK we are very fortunate to have the opportunity to be free with our PR and media, and take risks with our marketing that can pay off in the most wonderful ways,” she adds. One of the prominent benefits of the modern digital landscape is that it has empowered masters of their craft to detach themselves from larger establishment and go alone, unencumbered by corporate processes. Georgina Evans Goodrich, Founder of Let’s Culminate (Culminate), is one such master. We spoke with her on the back of the company’s success in the programme to find out more.
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