Background
For more than 80 years the charity had avoided publicity. A need to significantly expand their capacity by raising £10 million in 10 years changed all of that.
The brief
To develop and implement a high-impact marketing and PR strategy that respected and reflected the charity’s deep-rooted values and beliefs while securing buy-in and support from a broad range of stakeholders.
The approach
Gaining the trust of the community, staff, volunteers and parents was critical. Our first step was to arrange one-to-one interviews with potential advocates and detractors, followed by a series of workshops with key stakeholders. This gave us the basis to develop a messaging matrix, define audience personas, and create an integrated marketing strategy. We have since supported the charity for the last two years delivering an integrated approach across media relations, digital marketing, social media and paid ads.
The outcomes
The charity has come a long way since those early days. They are now comfortable with regular social media activity, media relations, as well as paid adverts and other activity. In the last two years we have significantly raised their profile and been instrumental in helping raise more than £3 million.