CIRC_FOUNDATION_01

Brand and marketing strategy

THE CHALLENGE
The Circulation Foundation is the only UK charity dedicated to vascular disease, which is as prevalent as both cancer and heart disease, yet relatively unknown.

They wanted help planning a marketing strategy to help them attract more funding and broaden their reach. We started working with them in January 2011 on their second Vascular Disease Awareness Week, which ran in March, with a view to maximising its impact.

OUR RESPONSE
We worked with the Chairman and Fundraising & Events Manager to produce an action plan for the charity as a whole, prioritised by urgency, then focused on creating a professional campaign for Vascular Disease Awareness Week 2011.

This included a website audit and resulting recommendations; campaign planning; creative development; ongoing execution and management.

We then went on to consult stakeholders and consumers, to develop a cohesive strategy, market positioning and suite of materials to support the new vision, along with a brand upgrade to reflect the new positioning. Finally we implemented a new website.

THE UPSHOT

  • Vascular Disease Awareness Week grew from seven events in 2010 to 130 events in 2013
  • The new website delivered a 412% increase in traffic and the online risk checker has attracted over 18,000 risk checks since its launch in 2011
  • The average branded search terms per day has increased by 236%
  • Vascular Disease Awareness Week OTS (opportunity to see) grew from zero in 2010 to 6.95m in 2013

“Working with Liz and her team has been a real pleasure. Their impact on our organisation has been significant… from the first Vascular Disease Awareness Week we worked on together, to the broader strategic and creative positioning work they’ve done for us.

They’re good listeners, incredibly organised and very responsive to our needs. They managed to generate high quality research results for us at low cost, so we could make key changes in the knowledge that our approach was robust.

They’ve shown real dedication to our work and I feel I can call on any member of the team for advice and help at any time.

Our Chairman is absolutely delighted with the results and their approach has also been resoundingly endorsed by our management committee.”

REBECCA WILKINSON, FUNDRAISING & EVENTS MANAGER, THE CIRCULATION FOUNDATION

 

 

  • Categories: Health
  • Client: The Circulation Foundation