Demystifying Marketing for Scale-Up Businesses - 2 Day Course

11 May 2020 to 12 May 2020

The challenges that face a scale-up require a renewed focus on the core foundations of the business to ensure that as it grows, it's prepared to both support and capitalise on that growth – a strong understanding of branding, marketing and communications (BMC) is a critical driver to that goal.

Robust BMC strategies are at their most effective when fully embedded within, and driven by, the business’s goals, vision and values, and when they are given the same attention and focus as other parts of the organisation.

Attendees will leave with a clear understanding of the principles behind the most important elements of the BMC functions within a business, as well as the ability to craft and execute their own strategies in each area. They will understand the flow of how consumer, client and collaborator relationships develop, how to communicate with key stakeholders, and how to identify which methods, channels and tactics will best enhance their organisation’s ability to attract investment, recruits, customers and business opportunities.


  • Workshop 1: Branding: understanding your values and vision
  • Workshop 2: Marketing strategies: crafting inventive and effective plans
  • Workshop 3: Content marketing: taking control of your message and increasing its value
  • Workshop 4: Social media: vanity vs sanity – prioritising the right channels and activity
  • Workshop 5: PR: building effective press and media relationships
  • Workshop 6: Community management: harnessing the power of your fans and followers

An optional follow-up half-day session will allow attendees to return 2-3 months later to review what they’ve implemented, and discuss and share findings with the group for feedback and iteration.

What to expect

The two days will be structured into 6 workshops. Each of these will consist of a detailed but easy-to-understand presentation that will outline the basic principles of the specific topic and an explanation of how that function fits within the broader BMC activities. It will then offer a clear, structured approach to applying those principles, along with examples and case studies of previous successful (and unsuccessful!) executions.

There will be opportunity to answer questions throughout each presentation, so as to maintain a relaxed and open atmosphere, and each presentation will then lead into a hands-on practical session. Each of these will include a briefing, template documents, and a challenge for the attendees to apply what has just been discussed to their own business’s needs, under Natalie's guidance.

At the end of this practical session, each business will have the opportunity to discuss what they achieved, and receive feedback from Natalie as well as the rest of the group.

Who’s it for?

Aimed at business owners and senior management of businesses looking to scale-up or navigating post-investment growth. Marketing experience is not critical (although it would be helpful) as the content is aimed at helping entrepreneurs to understand an area they’ve not fully experienced to date. It is designed to enable business management teams to identify skills shortages and prioritise marketing within their business planning.

Who’s training me?

Natalie Griffith (CEO and Founder of Identity Spark) has worked in video games for nearly 30 years. Initially trained as a graphic designer, she spent five years as a journalist and magazine editor, but since 2000 has specialised in branding, marketing and communications.

She has created and executed detailed strategies for a variety of highly successful businesses as well as her own award-winning events. Companies she has worked with include Microsoft, Disney, DreamWorks, Fox, Ukie, Radiant Worlds, Blitz Games Studios, Bossa Studios, Unit 2 Games, Outright Games, Bandai Namco, Nickelodeon, Fathom, Payload Studios and Game Republic.

Since 2013 she has run her own marketing agency, Identity Spark, and during that time has:

  • Run over 50 workshops and training sessions for clients and independent bodies
  • Managed a variety of events designed to up-skill attendees
  • Provided extensive mentorship to a range of clients and students (for which she was awarded the Women In Games Career Mentor Award in 2015)
  • Delivered over 30 talks (full list available here) including a TEDx talk in 2015, and a number of national and international conferences

When and Where? 

  • 9:00am - 5:30pm: 11th & 12th May 
  • Ukie Offices, in London (18a, Black bull Yard, 24-28 Hatton Wall, EC1N 8JH). 


  • £650 for 2-day course (£450 for Ukie members)
  • Optional follow-up half day: £300 (£200 for Ukie members)

If the optional day is booked at the same time as the main course then total cost will be £850 (£600 for Ukie members).

If multiple staff members from the same business wish to attend then a 10% discount is available for each additional attendee.


Please contact Leon to book yout place on this course.