Developing a communication strategy to help one of the regions fastest growing charities reach new audiences and raise vital funds.
THE CHALLENGE
Little Lifts is a charity supporting people affected by breast cancer, and through the huge success of the Little Lifts box, they are looking to reach a wider audience. They have been successful in gaining marketing support from different sources, with a new brand strategy and an improved website. However, with lots of tools ready, they were still lacking a comprehensive communication strategy to share what they offer to a wider audience in order to raise further support and vital income for the charity.
OUR APPROACH
Through a series of collaborative online workshops, we worked to bring together all the brand work so far into a clear communication strategy containing a messaging framework and communications plan that the team can follow to get their message out there in a consistent and compelling way. By working closely with the client and guiding them step by step, our aim is that they will feel confident to recreate the process in 12 months time.
1
First workshop looking at our brand and audience
2
Second workshop to develop key personas and a messaging framework
3
Third workshop to plan our communications for the next 12 months
THE SOLUTION
To create a brand messaging framework, we delved deeper into the Little Lifts audiences, creating personas across the charity – from beneficiaries and their families, to corporate and industry partners, to community members and brand influencers. We uncovered their unique needs and motivations, and how the brand should communicate to each audience type going forwards.
For the 12 month communications plan, we looked at three key areas: the big brand idea ‘Give a little, change a lot’; the project objectives, not only for raising income, but for building brand awareness and the Little Lifts community; and our newly defined personas. By applying our knowledge to stages of engagement – living, looking and buying – we can demonstrate how to nuance messaging and channels so that we say the right things, to the right people, in the right places to get them to convert.
Finally, we looked at the channels needed for each of the living, looking, and buying stages to create a 12 month tactical plan, giving Little Lifts an engaging calendar of communications to give hope to new audiences and transform existing audiences into advocates.
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