Footprint's Strategic Move: Merging Expertise to Elevate Marketing Operations

Hampshire-based Footprint, a marketing and print business, has recently completed its third acquisition in just 12 months. The latest addition is Freedom-CS, a seven-person marketing firm, which will help launch a dedicated marketing business unit.

Key Acquisition Details

Footprint acquired a majority stake in May Amber Ltd, operating as Freedom-CS, on February 7. This acquisition includes the entire team and Liz Clarke, the owner of Freedom-CS, who will now serve as a director and head of marketing for the group.

Restructuring for Growth

Following this acquisition, Footprint will restructure under its holding company, HED Marketing Limited, creating four dedicated business units: marketing, signage, advertising, and shared services such as finance, HR, and operations. The £450,000 operation from Freedom-CS is expected to play a crucial role in this reorganization, especially with the company's recent move to Swanwick.

Strategic Leadership

Darren Jacobs, Footprint's managing director, emphasized the importance of having Liz Clarke on board, stating that her strategic mindset and knowledge of AI will enhance the agency side of the business and help unify the marketing efforts across the group.

Recent Growth and Future Plans

The acquisition of Freedom-CS follows the November 2024 purchase of C3 Marketing, a wide-format printer based in Swindon. Since then, C3 has generated approximately £700,000 in new business, contributing to Footprint's growth to a £1.7 million operation.

Jacobs is actively negotiating further acquisitions to strengthen Footprint's print and advertising businesses, including a potential acquisition that would enable in-house printing of advertising magazines, currently costing nearly £300,000 annually to outsource.

Expanding Operations

Footprint is also considering another acquisition to broaden the reach of its circular printed under the Forget Me Not brand, acquired in 2024. The company’s workforce has expanded significantly from 11 to around 40 staff across three sites since 2023. Jacobs aims for the business to reach a turnover of £4 million this financial year, up from the initial target of £3 million within three years.

Marketing Evolution

Footprint is evolving from a traditional print business to a print and marketing entity. Jacobs noted that when clients order flyers, they often need a marketing campaign to accompany them, making it a natural progression to integrate marketing services with printing.