Our detailed plan for NMI 2026 digital impact marketing

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Annual Campaign Structure

The project will be delivered through four quarterly campaigns, each running for a three-month period and aligned to NMI Group’s sector priorities:

• Q1: Manufacturing
• Q2: Manufacturing (Primary focus on Avon-Dynamic Calibration)
• Q3: Utilities
• Q4: Motorsport

Each quarterly campaign will:

• Operate as a standalone project
• Have defined objectives, messaging, and deliverables
• Run independently for three months
• Allow for overlap between campaigns where this supports wider business priorities

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Overview

Following meetings with Eleanor and Stephen, this proposal outlines a structured content creation and distribution programme for NMI Group across 2026.

This programme is designed to create a long-term business asset, not short-term marketing activity. The objective is to build a high-quality, reusable content library that supports NMI Group’s acquisition strategy, sector positioning, and sustained growth across multiple markets and group companies.

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Content Production & Filming Allocation

Core Filming Phase (Q1 & Q2 Content)

To deliver the required volume and quality of content for the first half of the year, this proposal includes three (3) dedicated filming days allocated to Q1 and Q2 content creation.

• Filming may take place across multiple sites to accommodate operational requirements
• These filming days will be used to capture the core content library supporting Q1 and Q2 campaigns
• Content captured may be reused across later campaigns where appropriate
• Once the content package is agreed, all filming will be fully storyboarded to ensure efficiency, clarity of messaging, and maximum return on investment

Additional Filming Provision (Q3 & Q4)

To ensure later-year campaigns remain sector-specific and relevant, the proposal includes a provision for an additional two (2) filming days.

• These days will support Q3 (Utilities) and Q4 (Motorsport) campaigns
• Filming will be scheduled at a time mutually convenient to both parties
• This allows for:
  • Fresh narratives aligned to later-year priorities
  • Content from different group companies, locations, or disciplines
  • Reduced reliance on early-year footage

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Phase One: Avon-Dynamic Calibration

The initial filming phase will focus on Avon-Dynamic Calibration, captured across multiple locations and centred on three core technical areas:

• Mechanical Work
• Torque Laboratories
• Electrical Calibration

In addition to Avon-Dynamic specific content, we will also capture:

• White-label content
• MTD-style content

This ensures the footage delivers value beyond a single brand and can be utilised across the wider NMI Group where appropriate.

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MACH Exhibition Content (Bonus Material)

Content captured around the MACH Exhibition will run alongside the quarterly campaigns and will be treated as bonus material, rather than replacing or reducing any quarterly activity.

Given the limited physical machinery on the stand, the focus will be on using digital content to generate awareness, engagement, and industry presence.

MACH Content Phases

Pre-Show

• Teaser and awareness content to drive stand traffic

During Show

• Capturing the “faces of the brand”
• Interviews with representatives from across the group (Avon, MTD, and other subsidiaries)
• Content showcasing the scale and collective expertise of NMI Group

Post-Show

• Wrap-up content distributed across industry channels
• Messaging designed to maintain momentum beyond the exhibition

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Content Outputs & Distribution

Content Outputs per Quarterly Campaign

Each three-month campaign will typically include:

• Approximately three (3) long-form videos
• Long-form content repurposed into short-form edits
• Written blog content supporting campaign narratives
• Professional photography captured during filming

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Distribution Channels

Content will be distributed across:

• LinkedIn
• YouTube
• TikTok
• Instagram
• MTDCNC website

In addition, email marketing will be used to further amplify campaign messaging.

All assets will be used collectively to ensure a varied, consistent, and high-impact presence across platforms.

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Core Narrative & Strategic Positioning

A consistent narrative throughout the programme will focus on NMI Group’s technical heritage and authority.

This includes:

• Avon Calibration’s position in aerospace and mechanical pressure testing
• Relationships with Norbar and LK Metrology
• Demonstrating leadership within highly regulated industries

This positioning supports customer confidence while also reinforcing credibility with potential future acquisition targets.

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Group-Wide Considerations & Out-of-Scope Activity

NMI Group operates across a broad portfolio of companies, including:

• NMi Certin
• Phoenix Testlab
• Young Calibration
• Chamois Metrology
• Avon-Dynamic Calibration
• TrustCB
• Minerva Metrology & Calibration
• ExVeritas
• Electromagnetic Testing Services (ETS)

This proposal covers the agreed Q1–Q4 campaign structure and MACH activity only.

Any additional content creation, filming, or campaign work outside this defined scope would be subject to separate discussion and additional costs.

This includes, but is not limited to:

• Bespoke campaigns for individual group companies
• Additional filming days beyond those outlined
• Standalone or ad-hoc content requests

Support with social media posting and email marketing execution beyond the agreed campaign delivery can also be provided if required.

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Costs NMI

Costs of Service

• Quarter 1 / Quarter 2
  Campaign planning, content creation and execution: £21,420
• Quarter 3 / Quarter 4
  Campaign planning, content creation and execution: £17,700
• MACH Exhibition
  Event coverage and content delivery: £7,950