Rebranding on a budget
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Transcript of Rebranding on a budget
Re-branding on a BudgetClaire Curtis & Kirsty Marrins
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The History of Dementia UK
• Founded through direct experience
• Admiral Nurses – what’s in a name?
• Began with the Training Department
• Admiral Nurses, Uniting Carers, Admiral Nursing DIRECT and Admiral Nurse Academy followed
The John Suchet Effect
• 17th February 2009
• Catapulted into the Media
spotlight
• Impact on our helpline
• Impact on fundraising,
communications and the team
Lost in Translation
• It became clear our name was confusing
• Brand Guidelines were rarely followed
• Our logo was quite negative
• We needed a new name to reflect our growing status
The Right Place at the Right Time
• John Suchet was writing his
book
• He wanted the Admiral Nurse
Academy launched in
Bonnie’s honour
• Case for support taken to
Board of Trustees
• 3 months to re-brand!
All Systems Go!
• Formed a re-brand working
committee
• Had to be able to make
decisions
• No budget and little time
• Not able to involve service
users
Pitch Perfect
• Invited Designers to pitch
• Brief was very specific due to
time constraints
• Still flexible in terms of
creativity
• Designers were people we
had worked with before
for dementia
Aims v Challenges
• To achieve a unified and
professional visual identity
• To improve the way we
communicate our work
• Four main areas of service
delivery
• Time limitations
• No budget
Getting to work
• Consultation with KEY staff
members for all four divisions
• Working very closely with the
designer, to regularly review
developments
The Unturned StoneCore MaterialsFolders
Posters
Banner-ups
Pens
LeafletsAdmiral Nurses
Training
Uniting Carers
Admiral Nursing DIRECT
Donations
StationaryFolders
Letterheads
Business cards
Comp slips
Fundraising
materialsRunning vests
Pin badges
Collection tins
Balloons
Gift aid envelopes
Our websitechange all incidents of for
dementia to Dementia UK,
check grammar, remove all
images that include the old
logo.
Other websites
that featured usContacting all organisations
that featured our old logo, and
all partnership organisations.
AdvertisersLaw journals
ITFax header
Filename change in system
Email addresses
Contracts with banks / suppliers
BuildingSign on the door
Lift
Posters
Nailing it all down Re-branding - materials Dep’t Contact Sign off by Deadline
General
Bookmarks F&C CF Coordinator CF Coordinator Delete
Carrier bags F&C CF Coordinator CF Coordinator 7/4/10
Banner-ups F&C Comms officer Comms officer + 7/4/10
Rulers F&C CF Coordinator CF Coordinator Delete
Leaflets - General
General Leaflet "Who We
Are"
F&C Comms officer Branding committee 31/3/10
Uniting Carers UC UC Coordinator UC Committee 31/3/10
AN DIRECT Cards AN
DIRECT
Lead Nurse Lead Nurse 31/3/10
Mirror Mirror
Professional images
UnityEngaging Interactive
Supportive Tells a story
Emotive Person centred
Strength Love
Confidence
Positive engagement
Biggest challenges
• Maintaining staff relations through decision making processes i.e
photos & colours
• Managing expectations of what was achievable in the time frame
given
• Cross departmental working under pressure
• Finding case studies for images and logistical coordination
• Getting buy-in from staff and setting procedures for sign-off
New look leaflets
How much did it cost?
• Printing £11,780 (from core costs budget)
• Fundraising merchandise £2000
• Photographer £800
• Design costs £5870 (inc branding guidelines)
• Website refresh £550
• TOTAL = £21,000 TOTAL = £7,220