Marketing strategy support for the Key Project

June 13, 2013


One of our recent projects has been working with the Key Project, a voluntary organisation based in South Tyneside, with their marketing strategy. Key assists homeless, vulnerable young people to help them live independent successful lives, by providing support as well as a place to live.

The organisation has a whole host of stakeholders that it must engage with, ranging from young people; other public and voluntary sector organisations; parents; media and local businesses. It had been struggling to identify exactly what it wanted to achieve when communicating with each of these audience groups and as a consequence did not have a clear marketing and communications strategy. There was a lack of clarity around what they were trying to achieve: what the key messages should be; what the channels for delivering messages should be; and how success would be measured.

We worked closely with the Key board, helping them to define the specific audiences as well as determining a strategy for each of them. The final outcome has been a simple, single document that outlines the objective, delivery strategy and evaluation criteria for each audience. This has been transitioned into a straightforward marketing plan which breaks the activity into manageable chunks, ensuring the staff at the Key Project don’t feel overwhelmed by what they need to achieve.

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