The Charity Times Awards are the premier celebration of best practice in the UK charity and not-for-profit sector, and BrandPie is so excited to have been part of Create’s winning journey.
The charity secured a rebrand grant through the BrandPie Foundation, which offers up to £100k worth of bursary support per annum, on a full pro-bono or part pro-bono basis.
Their full winning entry is below:
A strategic approach to Communications
As we approached Create’s 10th anniversary year in 2013, we recognised that we were not getting public recognition for our award-winning work with disadvantaged and vulnerable children and adults. So we recruited to a PR Council a group of experts who were passionate about our work and willing to give us their time and PR expertise. We realigned our in-house “marketing” function to “communications” and appointed a Communications Assistant to support our Communications Manager. We secured a £35,000 rebrand package from BrandPie, which gave us a striking new visual identity. And film maker Jo Gewirtz gave her time and skill to produce a video showcasing our work. In focusing our strategy, the PR Council set out seven key priorities:
- raise awareness of Create
- create profile opportunities for the CEO
- educate the public about the challenges faced by our participant groups
- demonstrate the need for and benefits of creative arts engagement with vulnerable participants
- showcase our participants’ achievements
- implement our new brand identity
- increase donations
Media and social media coverage have seen an impressive increase:
- High quality media coverage increased by 250% in 2014/15, with significant levels of national exposure for the first time. Key pieces included broadcasts on BBC East Midlands Today, BBC London, BBC Radio Essex, Channel 4, ITV and Sky News; and features in print/online including: The Independent on Sunday magazine (four-page front cover feature); The Guardian Online; and Huffington Post. This reflects the increased profile of Create and the CEO as influential contributors.
- Twitter interaction increased by 694% with average retweet reach up from 17,000 to 135,000 pw.
For more information about Create, and the work that they do, visit their website.