16 Feb 2021
Client: Age UK West Cumbria
Brief: Age UK West Cumbria are undergoing an extensive restructure, both in terms of personnel and the way they operate in the area. In response to COVID-19 they have had to adapt their services and offer different types of support with a reduced staff and volunteer base. The new team are also working to refresh and refocus the brand, promoting older residents in a more positive light, and reflecting the changes in our communities. The organisation is also very much focused on providig a more sustainable future, focusing on their digital offerings, recycling and other environmentally friendly inititiaves. I have been commissioned to work alongside the team, to introduce new procedures, assist with marketing planning and strategy, create new content for exisitng digital and print products and channels and help to support new fundraising activities.
Description: I currently work with the team on an ongoing consultancy basis providing support for an inhouse marketing lead. We are working together to standardise branding guidelines for the charity's different strands, including services and retail, as well as developing their e-commerce offer. We are setting up new procedures to streamline internal and external communications and developing flexible activity plans to incorporate digital platforms, print products and retail outlets. In line with the national Age UK charity we are promoting the idea that 'no-one should have no-one' and have been developing products and services that reduce loneliness and isolation. We are also working with schools to develop resources highlighting the benefits of intergenerational connection. Throughout 2021 we are also launching new fundraising and awareness activities that will engage local communities. Two of the retail shops have been rebranded to Vint-age UK which will form a sub-brand, focusing on vintage items and upcycled products. The charity is very much about 'people' and we are building the I AM AGE UK brand, showcasing our staff, volunteers, supporters and our clients.