Brief

To help widen the appeal of volunteering to a broader target audience, and increase the number of regular volunteers at Dr Kershaw’s Hospice, we were briefed by the hospice to develop a creative route and implementation strategy for a whole new 2017 volunteer marketing campaign.

Real stories were at the heart of this campaign and instrumental in conveying our core messaging, showing different aged volunteers, all in varying roles and gaining different outcomes and benefits from volunteering. The aim of this was to show off how people from different walks of life can get involved, in a multitude of ways.

The client wanted the campaign to present volunteering in a really appealing way, with the creative being eye catching to leave people wanting to find out more.

Dr Kershaws volunteers campaign posters

Pitch

A variety of volunteers were used within the campaign, mixing real life imagery with a bright and colourful campaign look and feel to help make the literature and digital content attention grabbing and appealing.

Using volunteer’s stories, we brought their experiences to life by using images of them and a quote from each, talking first-hand about their experience.

This creative route was then integrated into a full mix marketing strategy, using online channels such as Facebook, Twitter and Instagram, as well as PPC channels and the hospice’s own website to draw new volunteers into the hospice, as well as outreach and outdoor advertising through the likes of each shop front and key public events.

Dr Kershaws volunteers campaign posters 2

Outcome

The clients were over the moon with the outcome of the campaign. They loved the overall look and feel, and felt we had delivered everything and more they were looking for following their initial brief. The appeal of volunteering has been widened to a more diverse audience, and the campaign is present in a range of locations throughout the Oldham area.

From the print work alone, Dr Kershaw’s have seen a rise from 127 to 170 volunteers, as well as a rise of around 30% in enquires. There has been a significant increase in interaction from a younger audience, as well as recently retired individuals which were two key target audiences for this campaign.

We have recently confirmed we will be designing a brand new, bespoke built website from the ground up as a goodwill gesture to continue our on-going support for Dr Kershaw’s, so we expect to see even stronger results once the campaign is fully integrated across all channels, so watch this space…

Dr Kershaws Volunteers Campaign

Cornerstone DM