Article Text

PDF

P77 Willen Hospice Winter Campaign - ‘A Wonderful Gift’
  1. Helen Green
  1. Willen Hospice, Milton Keynes, United Kingdom

Abstract

Background Requirement identified to raise our profile in the local community, with new and existing supporter’s over the Winter (Christmas) period.

Holistic campaign designed to drive community responsibility, ownership and involvement.

Aims and objectives

  • Provide opportunity for supporters to engage– giving evidence of the value the Hospice provides to local community.

  • Re-engage with target audiences, driving them to take action.

  • Supporters feel that ‘care’ applies to supporters as well as patients.

  • Volunteers to feel integral and inspired.

  • Employees unite.

  • Generate income through retail streams, event attendance and donations.

Approach used Engaging with Trustees, team members and creative resource a Campaign Brief was created, capturing key stakeholders, aims, and objectives. Communication vehicles and tactical elements were designed, timelines agreed and learning’s taken from our sector peers and retail competitors.

The ‘A Wonderful Gift’ proposition helps to demonstrate:

  • The specialist care provided by the Hospice is a gift to patients and families.

  • The cost of giving care is full of surprising facts, just like Christmas is full of surprises.

  • The gift (of support) makes wonderful things happen, gifts that mean something beyond the wrapping paper.

From here, tactical elements were designed:

  • An iconic branded blue gift box

  • Creative designs for Retail outlets

  • Cable Display Posters

  • Leaflets

  • Winter Draw Tickets

  • Twelve weeks of Christmas e-shots focusing on selected activity, i.e. e-shop gifts, Christmas cards, Memorial event, Lottery tickets, donating unwanted gifts, purchasing retail gifts, hosting fundraising events

Outcomes

  • Increased sales on Christmas Cards, e-shop gifts

  • Positive feedback on visual branding

  • Drove footfall into Shops/high street interest

  • Social Media posts - significant increase in ‘chatter’

  • Successful e-shots for Cards and Gifts - 31% unique opens and 5.17% click thru rate

Statistics from Altmetric.com

Request permissions

If you wish to reuse any or all of this article please use the link below which will take you to the Copyright Clearance Center’s RightsLink service. You will be able to get a quick price and instant permission to reuse the content in many different ways.