COMMUNICATION STRATEGY AND PLANNING
Background: West London Zone, a children’s charity working in one of the most unequal parts of the country, approached us to help review its communications with a view to raising their profile and enabling a better understanding of their vitally important work.
WLZ’s delivery model comprises multiple stakeholders and a sensitive subject matter, the combination of which was becoming a burden to effective, purposeful communications, and hampering their new objective of scaling up operations over the coming 5 years.
Approach: We started by hosting a workshop with the charity’s senior leadership team, exploring every aspect of its operations, resulting in a communication strategy with new, purposeful key messaging, stakeholder map, agreed themes for focus and recommendations for resourcing.
Next, we created a highly practical and tactical communication plan, complete with best practice concepts for day to day activity as well as higher level campaign creatives and projects. From public relations, to social media, thought leadership, to newsletters, this plan covered everything WLZ needed to succeed.
On completion of the new plan, WLZ asked us to assist in their communications delivery while they recruited a new in-house team. This period saw Verity London producing a wide range of materials to help embed the new approach internally, as well as taking lead responsibility for WLZ’s social media activity, including a full audit and plan, conducting daily posting of content and mentoring team members on social media. Verity also established media monitoring systems and commenced media relations for the client with the creation of blogs, statements and press releases.
Outcome: This work has already resulted in a revolution in a way of working, with the client remarking that the key messages alone have given them clarity that has not only saved time, but provided increased confidence in team member’s interactions with stakeholders.
By working across the full range of communications disciplines, from strategic counsel to hands on delivery, Verity has guided the client towards best practice, ultimately moving the charity’s communications from complexity to clarity, and indecision to action. In particular, new social media outreach has already led to exciting and influential new contacts being made and a fundraising appeal Verity helped to launch meeting its target in less than a week.
Having not undertaken formal communications activity before, we had an evolved approach to messaging which needed more structure. Verity London helped us to achieve this by providing the clarity we needed, at pace. Their understanding of our work was enhanced by their approach of absorption into the fabric of our organisation, becoming a ‘trusted advisor’ and genuine part of our team from day one. The work Verity has conducted is already achieving cut through for our profile with several important ‘new to us’ stakeholders making contact in the last month alone. Getting us to this point was no small task, but Verity’s practical and detailed approach has translated our complexity into easily understandable messages and activity and revolutionized our way of thinking.CEO, West London Zone
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