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Case study

Trinity Mirror

Trinity Mirror

Together, LJMU and Trinity Mirror developed a product development shortlist  

Client: Trinity Mirror North West and North Wales Ltd

Issue: Strategic Planning

Session: One-day session

Trinity Mirror Group


With 60 media brands across North Wales and the North West, Trinity Mirror is the area's largest local newspaper publisher.

To respond to the demands of the dynamic, fast-paced publishing industry, the senior management team needed to come together for focused strategic planning.

Before the session

The senior management team needed to achieve strategic insights and practical ways forward, quickly and efficiently. Pre-session activity reflected this. LJMU spent time with senior management to ensure a thorough understanding of the challenges and constraints that impacted on current and future developments. 

Through close consultation with the Trinity Mirror team, the session was planned, outcomes required from the day were agreed and an approach was devised to ensure these outcomes were achieved.

The session

LJMU used its unique brainstorming technology to allow participants to anonymously share thoughts and ideas. We then captured individual’s contributions around potential future strategic developments.  

As each individual had their own keyboard, a rapid sharing of ideas was possible, with team members adding their suggestions to the giant screen without over-analysing them. This process resulted in a huge, group mind map.

In total, members of the senior management team identified 40 potential new products. These were then interrogated with the merits and pitfalls of each, until a shortlist of 10 products was established.

The session then moved into a new phase where the realities of product development became the focus. By simulating the implementation of potential new products, the team was able to reach a decision on the viability of proposals, safely and without risk.

The Automatic team allowed us the creative freedom to explore new ideas while ultimately keeping us focused on our goals. The Distiller was fantastic for allowing anonymous and rapid sharing of ideas and concerns, but also for organising those thoughts into some form of structured plan.

Sarah Cottrell -
Regional Marketing Director, Trinity Mirror North West and North Wales Ltd

After the session

The client’s need for immediate output dictated that all feedback from the session was ready for them to take away at the end of the day.

Session activity was captured via poster-sized print outs, photographic images and giant, shared mind maps.

These materials would form the basis of strategy implementation back in the workplace.


  • Improved understanding of key areas for development

  • Increased ownership of future strategy amongst team members

  • Greater clarity around route to implementation through the identification of ‘champions’ to progress plans
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