Digital Strategy Transformation

The Woman in Black – one of London’s most long standing West End theater productions – approached  Jill Quick in summer 2014 to consult on a fixed term process. The production based on a novel by Susan Hill has entertained over 7 million theater goers over the last 25 years.

The Mission

PW Productions – the producers behind the show – needed to review their digital marketing strategy and refine their marketing technique in order to adapt their current strategies for the digital landscape.


Jill Quick assisted PW Productions on delivering a digital marketing footprint that could be applied to future shows and productions. The project included detailed situation analysis to identify opportunities with immediate actions plans as well as defining a detailed digital marketing strategy.

“PWP hired Jill to review the marketing strategy of The Woman In Black, a very successful West End show. Jill’s efficiency and passion for good practice meant that not only is our marketing data showing clear ROI , as well as using web analytics enhancements in tracking and measurement, but we also commissioned her to lead a full digital rebranding, brief a new agency, and she is now on retainer as a strategist for us as a company. Bravo Jill – a five star review from us.”
Tim Wilson , Woman in Black

Project Included

  • Website Rebuild (inc web brief, wireframes, project management) 
  • Content Marketing Strategy
  • Partnerships
  • Targeting and Segmentation
  • Social Media Strategy
  • Google Analytics and Google Tag Manger (Measurement Plan and Implementation)
  • Email Marketing Strategy
  • Online PR and Influencer Outreach Strategy