The Challenge: This leading Multiple Sclerosis charity had recently undergone a significant change programme, introducing a new Executive Team and organisational strategy, but had no marketing strategy or culture in place and a dated brand. They required an interim director to deliver this prior to appointing a new Head of Marketing to manage the implementation.
The Result: I delivered a new segmentation strategy based on extensive audience insight work and collaboration with other MS organisations. This focused more sharply on the immediate MS community, whilst increasing the potential supporter universe from c.200,000 to over 2 million people. I also led the project to establish new Society-wide Organisational Values and established a new in-house creative department to reduce costs and increase brand compliance across the branch network.