Case Studies
Erskine
Increasing Awareness, Understanding And Donations
We conceived and implemented a campaign for Erskine to increase awareness, understanding, brand interaction and donations. Ultimately, we needed to promote greater engagement with the charity.
Previous work had been done to raise Erskine’s profile but for the Armistice Campaign in 2007 we needed to increase our interaction with the public, in order to create an environment whereby the Scottish public would be more susceptible to Erskine’s fundraising efforts. A strategy was formulated to peak around Armistice Day, delivering awareness through outdoor; emotional salience via radio; donations and engagement online, coupled with response driving press.
Press and Outdoor delivered and built awareness prior to, after, and peaking on, Armistice Day. Online activity drove traffic to the Erskine site, broadening the message and stimulating online giving.
Radio was used to increase awareness levels and more importantly; it was the platform we used to deliver the emotion and complexity of Erskine. In addition to traditional airtime we negotiated the use of promotional airtime with local celebrities lending their names and voiceover; a station hosted a debate about the plight of returning Scottish soldiers highlighting the need for ex-service charities and included contributions from Erskine; we also secured a three hour broadcast live from Erskine’s Edinburgh Home on Armistice Day.
At the end of the campaign Spontaneous Awareness of the Erskine brand was at its highest ever level, web traffic had increased threefold year on year, and we had seen a 714% increase in online donations.
Erskine Marketing Manager, Sarah McNaught, had this to say of our results: “Erskine used a variety of media, to very successfully increase awareness of the charity, as part of the Remembrance campaign…The awareness and voluntary income figures following this campaign have been quite exceptional and speak for themselves.”
< back
