MCRC
When creativity and world class science collide
Manchester has been a beating heart of global health innovation and pioneering scientific discovery for over 100 years.
Manchester Cancer Research Centre (MCRC) is undoubtably one of its most impressive achievements, driving forward the science to transform the clinical care of cancer patients regionally, nationally and worldwide.
We’ve worked with MCRC since it was established by its founding partners The University of Manchester, Cancer Research UK and The Christie NHS Foundation Trust in 2006.
It’s a partnership we’re hugely proud of and, as you’ll discover, it’s for much more than professional reasons.
To be involved with such a revered and iconic institution among Manchester’s strong cancer research heritage is a real privilege.
And the fact that it’s on our doorstep highlights the incredible role our region continues to play in shaping the future while making such an amazing difference to so many lives.
Here some of the key milestones that have been achieved right here in Manchester!
- 1917 – discovery of the nuclear model of the atom – Ernest Rutherford
- 1932 – development of the Manchester Method, the first international standard for radium treatment
- 1944 – world’s first clinical trial of diethylstilbestrol (Stilboestrol) for breast cancer – Edith Paterson
- 1948 – world’s first randomised trial in cancer: adjuvant ovarian irradiation – Ralston Paterson
- 1948 – world’s first stored-program computer (‘Baby’) – Frederic Williams, Tom Kilburn and Geoff Tootill
- 1970 – world’s first clinical use of tamoxifen (Nolvadex) for breast cancer – Moya Cole and Ian Todd
- 1987 – world’s first pre-surgical use of tamoxifen – Andrew Baildam and Tony Howell
- 1986 – world’s first use of cultured bone marrow for leukaemia treatment
- 1991 – world’s first single harvest blood stem-cell transplant
- 2002 – world’s first clinical use of image guided radiotherapy on a radiotherapy machine
The science behind our creative partnership
As a backdrop to the work we do for MCRC, here’s a little more insight into what it does.
MCRC provides outstanding facilities where scientists, doctors, nurses, and other health professional researchers can work closely together.
It brings together the expertise, vision and resources of its partner organisations into one unique collaboration. Those partners each have formidable reputations in the field of cancer research.
As part of MCRC’s ambition to be one of the world’s leading translational cancer research centres – those which transform the latest discoveries into innovative new treatments – it collaborates with international institutions in China, Australasia, North America and Europe.
It’s not every day you get the opportunity to work with such an eminent and highly respected institution – or enter the realm of medical science for that matter.
But even scientists need to call on creativity at times – and we were delighted to be selected.
Following the birth of MCRC in 2006 our creatives were approached to design and procure a range of academic and scientific literature, inter-organisation materials and corporate documents.
The portfolio continues to include progress, annual and corporate reports, medical forms, exhibition materials, PowerPoint presentations, scientific diagrams and stationery items.
When construction on MCRC’s Oglesby Cancer Research Building began opposite The Christie, we were commissioned to design and print a community newsletter to keep nearby residents, stakeholders and staff up to speed on the development.
This essential communication succeeded in integrating the local community and MCRC’s expansive team into the huge project, providing them with news, progress updates and opportunities to be part of this incredible development which houses 150 scientists and 100 academic and support staff.
Running for 16 issues the ‘Neighbour News’ received excellent feedback across the board and was integral to upholding a good relationship with local residents during the mammoth build.
For its opening in 2015 we designed a host of literature design to accompany the launch including an introductory brochure, VIP invitations, welcome presentation and supporting graphics, icons and branding.
The strong iconography and brand we created are still used today, helping it easily identify MCRC as a stand-alone organisation providing world class research and revolutionising treatment for cancer patients.
As we said it’s not just professional, it’s also personal
Sarah, our head of creative, has been heavily involved in our work with MCRC and has overseen design concepts and branding strategy throughout.
Breast cancer research is a cause close to her heart after her mum developed the disease four years ago.
The chance to work alongside MCRC and founding partner The Christie NHS Foundation Trust is particularly significant as it was The Christie which developed the world’s first clinical use of tamoxifen, the treatment now used by her mum and many other breast cancer patients.
“This clinical trial holds personal significance to me and I’m sure for many others, as my mum was, and still is, treated with tamoxifen 50 years after that initial clinical trial,” said Sarah.
“As an agency we feel honoured to partner with Manchester Cancer Research Centre.
“The huge significance of what they do and achieve is humbling and they’re such an inspiring client to work with.”
As a healthcare marketing agency, Cornerstone provides a comprehensive range of marketing services to a number of brands, organisations and charities, including medical, pharmaceutical marketing.
Did you know?
We are a strategic partner to some of the UK’s best-known healthcare and pharma brands alongside leading OTC medicine manufacturers and suppliers.
As an associate member of the UK trade association, the PAGB (Proprietary Association of Great Britain, which represents manufacturers of over-the-counter medicines, self care medical devices and food supplements in the UK), we are also specialists in the consumer healthcare industry.
PAGB associate membership demonstrates a commitment to working with the industry long term and gives us as an agency direct access to the body’s advertising services to ensure efficiency on behalf of our full member clients.
To find out more about working with us, call 0161 213 9941 or email us at clients@cornerstonedm.co.uk
You’ll find all the latest on our client work and industry insights by connecting with Cornerstone Design & Marketing on LinkedIn
Our Work
Aguri
The marketing engine driving a motoring tech brand
We’re been on a real journey with motoring technology specialist Aguri.
What started out as a venture to refresh their brand identity and develop a new website turned into a long-haul partnership under which we now provide a full-service marketing mix on a monthly basis.
But let’s reverse a little.
Aguri supply specialised technology for motorists, including sat navs, dash cams and speed trap detectors built for trucks, buses, coaches and motorhomes.
With world leading sat nav mapping software and unique products, Aguri approached Cornerstone to help it achieve a renewed vision of amplifying its innovative and high-quality offering.
So, let’s get up to speed…
Road mapping the goals and objectives
Aguri’s aim was to increase brand and product awareness to their key audiences and ultimately drive sales.
We proposed a year-long fully integrated marketing strategy to allow Aguri to sustainably build their website and develop brand awareness over time.
We placed streamlined customer journeys at the forefront of the strategy, including clear messaging to highlight its strengths including excellent customer service and innovative and reliable product range.
We evaluated their existing brand and web presence and developed a new website with e-commerce and intelligent features including a compare product tool and live chat function to make the buying process smoother.
Driving web traffic
- During the first 12 months from launch there was an impressive 11.89% year-on-year increase in transactions and a 3.58% increase in revenue.
- By improving SEO and optimising key words, we quickly pushed Aguri to the top of the Google rankings – a shift of 477 places – and gained 591 places on Bing.
- Position-based conversions were up 26.68% on the organic traffic channel, up 5.74% from paid search, and up 59.39% on social.
- The website design and functionality gave Aguri a strong visual identity, increasing web visits by 22% and reducing bounce rates by 99%.
Steering brand awareness and reputation
With the Aguri website motoring we focused on its traffic slip roads, targeting audiences through social, PR and digital channels including PPC (pay-per-click) advertising.
Through its social media channels, we showcased Aguri’s products and service quality, significantly increasing following by up to 11,350% and reach on LinkedIn by 521.4%.
We generated PR exposure in three leading industry magazines, Camping and Caravanning Club, What Motorhome and Trucking Magazine, which featured and reviewed two Aguri products.
Alongside achieving audience reach of around 400,000-plus readers in print, online and on social media these positive reviews projected Aguri as a highly credible leader in the road technology sector.
The road ahead
Destination isn’t a consideration for this dynamic brand.
It’s genuinely on a continual journey of evolution and we remain firmly in the marketing driving seat, helping to steer its next course.
Our client’s desire to innovative may well take it in a different direction, having already expanded into domestic and leisure product ranges aimed at the motorhome and caravan market.
Whatever route it chooses it will be a matter of diversification, not distraction from its well-respected core offering.
We’ll be sure to let you know!
We’re an ethical, reputable, integrated agency providing results-driven strategies and campaigns to our clients across a wide range of industries and sectors.
We’re renowned for our strategic and creative approach to achieving efficient, engaging and highly effective outcomes.
To find out more email us at clients@cornerstonedm.co.uk
You can keep up to date with our latest client work and industry insights by connecting with Cornerstone Design & Marketing on LinkedIn
Our Work
PlasticFree GM
Helping to develop a plastic free future
Let’s start with a couple of ‘did you knows’.
- Plastic straws are used for an average of 20 minutes but can take over 400 years to degrade.
- Up to seven million coffee cups are thrown away every day in the UK.
Staggering environmental facts which you may already know if you’ve visited the PlasticFreeGM website.
If you haven’t, you possibly didn’t know – but you do now. See, you learn something new every day.
Why are we telling you this? Because we designed and developed the website.
We were also shocked to hear that scientists predict there will be more plastic than fish in the ocean by 2050 if we don’t change our habits.
There were more than enough incentives to get cracking on this very worthy project.
The start of a reusable revolution
PlasticFreeGM is a Greater Manchester Combined authority (GMCA) initiative to target the reduction of single-use plastics across the city-region.
Primarily aimed at businesses, it also works alongside partners to drive awareness among organisations and individuals through various sector specific campaigns such as the #ContactlessCoffee initiative to encourage the use of reusable cups and the ‘Refill revolution’ to reduce water bottle waste.
We were approached to build a new website as a hub for awareness and activity surrounding the PlasticfreeGM.
As a brand-new initiative back in 2018 we were initially tasked with creating a strong visual brand identity to be rolled out throughout all its marketing materials.
The website development was pivotal to the launch and would ultimately be the main driving force for generating awareness to encourage businesses and organisations to get onboard and pledge their support.
We collaborated with GMCA to form the PlasticFreeGM brand visual identity, taking inspiration from Manchester’s stand out food and beverage websites to replicate the look and feel of its target audience.
With client input we developed a UX (user experience) strategy for the bespoke WordPress platform based around user touchpoints including ‘facts’, ‘news’ and ‘success stories’ sections.
A series of four identity options were designed to give GMCA creative insight during the decision-making process ahead of developing the full campaign creative.
With a chosen identity in place, we commenced the build to create a content-managed website which focussed on helping its audiences to reduce, reuse, refill, repeat.
As an ethical, full-service agency built on results, reputation, reliability and relationships we work alongside a number of local authority organisations and industries, we provide NHS marketing, healthcare marketing and marketing for the life science sector to help them achieve their goals and ambitions.
Our integrated offering enables us to offer expertise across a wide range of marketing services including strategy and research, design, digital marketing, public relations, print production and signage.
From an extension to in-house teams to strategic partnerships, we provide flexible and adaptable solutions to support all marcomms activities regionally, nationally and globally.
To find out more about working with us call 0161 213 9941 or email us at clients@cornerstonedm.co.uk
You can keep up to date with our client work and latest industry insights by connecting with Cornerstone Design & Marketing on LinkedIn.
Our Work
Chorley Building Society
Marketing success by mutual agreement
Over a century and a half of heritage is definitely something worth investing in – particularly if you’re a building society.
And that’s exactly what we helped Chorley Building Society (CBS) to do.
With their 160th anniversary looming, CBS approached us to help them market their major milestone.
Remaining true to its traditional values as a branch-based independent mutual society, CBS was originally founded to help local mill workers buy their homes.
The anniversary was an opportunity to not only demonstrate its heritage, longevity and financial offering but also the positive impact it’s had on the local communities.
CBS is a long-standing fundraiser and supporter of worthy causes within its Lancashire locality, so this was certainly a great occasion to be loud and proud.
Developing an easy access campaign
A marketing plan which encapsulated the society’s success, great value product offering, and philanthropic ethos was pivotal to marking CBS’s outstanding anniversary achievement.
Aimed at existing and prospective members, campaign creative focussed on the theme ‘At the heart of the community for 160 years’.
Using simple, relatable saving and mortgage product messaging, in branch literature, brochure and leaflet design, posters and online banners were designed to resonate with the daily lives of audiences while conveying a spirit of community togetherness.
Trust signals were a central focus of the promotional campaign demonstrating stability, longevity, reliability and dependability, evoking consistency and permanence against a backdrop of an ever-changing world.
Gaining public interest
To help leverage the 160th campaign beyond existing CBS customers, we formed a targeted PR strategy aimed at key local and regional media outlets.
This centred on the human-interest side of CBS’s 160th anniversary and included coverage of staff fundraising activities in the Chorley Guardian and a full-page print and online ‘workplace insight’ feature in the Lancashire Evening Post, capturing total audiences of 110,000- plus.
Building on success
The huge success of the creative and comms aspect of the 160-year campaign earned further collaboration with CBS.
We were tasked with developing a new website to replace their existing offering which had become outdated and no longer reflected their brand.
After conducting a UX (user experience) workshop we worked on creating a site specifically designed to showcase their modern-day offering, simplifying the user journey to make it easier for customers to pinpoint their search.
The design was refreshed in line with the evolved look and feel that emerged from the 160-year campaign, including new imagery to resonate with target audiences and copy written in line with their newly defined tone of voice.
Due to the fluctuation of product offerings and promotions, flexibility within the build of the site was essential.
Flex content fields were a key consideration along with features to help drive user enquiry conversions.
We created mortgage and buy to let calculators as user-friendly tools to assist the customer decision making process as well as a dynamic solicitor search functionality to support conveyancing.
To ensure brand consistency, as a design agency, our design team rolled out the society’s restyled identity across its Annual Report and Standard Financial Statement documents.
Whether it’s a standout project or ongoing campaign we provide our full service marketing expertise to numerous sectors and industries.
Through our integrated offering – including strategy, design, digital, PR and print production – we work as either an extension to in-house marketing teams or as strategic partner, providing flexible and adaptable solutions to support all marcomms activities regionally, nationally and globally.
To find out more about working with us call 0161 213 9941 or email us at clients@cornerstonedm.co.uk
You can keep up to date with our client work and latest industry insights by connecting with Cornerstone Design & Marketing on LinkedIn.
