National Asthma Campaign didn’t really know what it wanted to be. It funded research and supported those with asthma through publications, holidays for children with acute asthma and a much-needed telephone help line. This was all great stuff but there was no coherent brand pulling it together. Communications materials were inconsistent and could’ve been from anyone. There was no unifying tone of voice and the charity was hugely unconfident about its position as the asthma expert.

To address these issues, I led the re-brand of the charity from National Asthma Campaign to Asthma UK.

After getting buy-in from the Board and leadership, I conducted extensive internal and external stakeholder research and competitor analysis to inform the charity’s values, offer and positioning. I translated this into brand values, vision, mission and position as the asthma experts and developed brand communications strategy.

I worked with designers on visual identity and tested this with audience focus groups. All communications collateral was redeveloped to reflect the new tone of voice, look and feel and Asthma UK  is now in doctors surgeries, homes and information outlets throughout the UK.

I could do that for you…….

pfeg was a successful but tiny charity before funding from the Financial Services Authority enabled it to grow to a staff of 60 – in 5 regional offices throughout England.

It had no designated communications staff and had been doing its best to market its services with reactive media relations, an unwieldy website and basic corporate literature.

My initial communications audit and stakeholder research revealed that pfeg’s communications were not doing it justice and were holding it back in terms of marketing valuable and much-needed services.

After talking to pfeg’s key audiences I devised both national and regional communications strategies.

It now has everything in place to maintain an ongoing communications programme:-

• I devised key messages and a media strategy which enable pfeg to feel confident about talking to the right regional journalists and use pr agencies for national launches.
• I helped the charity audit and exploit the whole wealth of exhibitions and conferences in the market place to make its presence felt.
• I refreshed the charity’s brand, look and feel and tone of voice revising its collateral to give pfeg a modern, business-like image whilst maintaining its charitable ethos.

All pfeg’s materials now look and sound as if they belong to the same family, including pfeg’s website, where I’ve tamed the vast array of text to create a fresh, new site which works intuitively for its users.

To ensure consistency I’ve provided brand guidelines and house style to keep pfeg on track.

To help pfeg raise its game I’ve introduced new communications channels like corporate video and podcasts and the charity now has a fresh, modern and professional approach to communicating with its audiences.

I could do that for you……