the value of communications. south west regional group: demonstrating the value of comms, 16 october...
TRANSCRIPT
www.groundwork.org.uk
The value of
communications
Garry Campbell
www.groundwork.org.uk
About me
• Comms professional with 15 years experience
• Responsible for raising Groundwork‟s profile through
web, social media, print, broadcast, digital, PR, public
affairs and events.
www.groundwork.org.uk
• Community charity with a green heart
• Established nearly 35 years ago
• Federation of around 20 Groundwork Trusts across UK
• National but local
• Focused on:
• Creating better places
• Improving people‟s prospects
• Promoting greener living and working
• Groundwork UK - build Groundwork‟s visibility and
credibility nationally to support national and local fundraising
and development activity
About Groundwork
www.groundwork.org.uk
www.groundwork.org.uk
Groundwork UK comms
• Objective
• Key audiences
• Key tools/assets
• Desired results
• Key themes
www.groundwork.org.uk
2014
www.groundwork.org.uk
Key objectives
• Diversify Groundwork‟s income base
• Present a coherent and compelling message worthy
of public support
• Test Groundwork‟s ability to run a coordinated
national campaign – all parts of the federation
pointing in the same direction at the same time
www.groundwork.org.uk
Key messages • Green spaces have a huge and life-changing
impact on people‟s lives
• People everywhere and of every age need places
and times to treasure – whether it‟s a bench for
reflection, a place to grow veg or somewhere to kick
a football
• Not everyone is able to enjoy the benefits of quality
green space
• Some people are missing out.
“This is an issue that will resonate with the public.”
www.groundwork.org.uk
Staff engagement
www.groundwork.org.uk
Public engagement
www.groundwork.org.uk
Community engagement
www.groundwork.org.uk
Corporate engagement
www.groundwork.org.uk
Digital/Online
www.groundwork.org.uk
Printed materials
www.groundwork.org.uk
Fundraising appeals
They
reached
the target!
www.groundwork.org.uk
Video case studies https://www.youtube.com/watch?v=Fp58g3a2ASo
www.groundwork.org.uk
PR – national/local
www.groundwork.org.uk
Evaluation • X Marks the Spot was a simple unifying
platform for the first public campaign for
Groundwork
• It was an integrated campaign for
communications and fundraising
messages
• Campaign was adaptable to different
local contexts
• Good engagement in the campaign with
staff via social media
• Means of getting Groundwork to think
about community fundraising
• First time a co-ordinated Groundwork
message has penetrated local media
around the UK
www.groundwork.org.uk
Evaluation • Developed as a fundraising, rather than
communications campaign
• Campaigns team geographically spread,
with the challenge of co-ordination
• Different capability levels, campaign
experience and engagement
• Difficult to develop a powerful „why
support‟ call to action
• Difficult to provide examples of „green
space under threat‟
• Varying levels of local activity
www.groundwork.org.uk
www.groundwork.org.uk
2015
https://www.youtube.com/watch?v=VfjYv-h6wQI
www.groundwork.org.uk
The value of
communications
Garry Campbell
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
South West Regional Group16 October 2015Bristol
#ccsouthwest