Building a brand within a brand

woodenspoon.org.uk

About Me

About Wooden Spoon

A new direction

Our business strategy

• Support and grow regions• Develop and grow membership• Develop corporate and institutional

fundraising • Select and deliver appropriate national

events• Build relationships with the rugby

community

A fragmented brand

The plan

The Arctic Challenge

The marketing objectivesTo develop a sub-brand that positioned us at ‘the top of the world’:• To build brand awareness of Wooden

Spoon• To build our affiliation with rugby • To engage a wider, younger audiencege• r supporter base

We built on team rilvaries

Celebs donned the woolly hats

We set a World Record

Everyone was talking about it

What worked?WE RAISED AWARENESS. MORE PEOPLE ENGAGED!

• Reached over 500m people through PR alone• 37.5m Twitter impressions • Almost 2,000 people reached per day via facebook – 20-40

yr old men• Social media engagement from over 50 celebrities and

rugby players• 26% increase in visitors to the website• 730% increase in online membership (year on year in first

two months of FY15-16) (3 to 25)

• New members doubled (year on year in first two months of FY15-16) (80 to 160)

What didn’t work?

Lessons

• Set clear objectives from the start• Plan, Plan, Plan• Test and evolve• BE flexible – listen to what people like?• Don’t be afraid to be bold • Link back to the core cause and its aims• If it doesn’t work, hold your hands up and learn• BUT give it time • Measure everything

What’s next?

mms

kharites.co.uk

2 The Rockery, Farnborough,

Hampshire GU14 0RG

Prepared by Juliette Gillard

Head of Marketing & Communications

t 01252 773720

m 07718 078657

e jgillard@woodenspoon.com

Visit the CharityComms website to

view slides from past events, see what

events we have coming up and to

check out what else we do:

www.charitycomms.org.uk

Conference

2 July 2015

London

Brand development:

building a brand that

deliversSponsored by

WiFi: RRPN1

Password: kmrhja12

#charitybrand