Creating a more supportive public environment
Client
BT Corporate
Objective
To create a more supporting public environment
Strategy and plan
To increase the number of people in the circle who were recipients of information about BT, it was decided to choose a new area of commonality of interest. There had to be some existing level of joint interest and as people, including politicians, are generally well disposed towards charity and happy to acknowledge efforts in that area the charity sector was identified an area with potential for win-win.
Execution and implementation
Identify the charity which would be the first charity for the first twelve-month period. In this case, the RNID.
Create a method of approach that would explain to politicians the benefits, not only to the company but also to the charity concerned.
A range of joint activities provided each with a platform for their message, such as sharing access to party conferences, providing the charity with access to politicians in ways they had not previously considered.
Results and evaluation
For the company, access to new audiences and new groupings of politicians. For the charity, its own new network of friends, associates and supporters and, for the first time, an entrée to the corporate world.
Market research was carried out separately by both organisations, measuring increased media coverage. Feedback from politicians was positive. The then unusual association of each with the other stimulated interest in politicians where none existed before. There was coverage and comment from new quarters. In some cases the company could measure direct increases in sales from specialist sectors. The charity could measure increases in income.
Eventually a far larger audience would be in regular contact with the company and a whole new number of communications channels would be available.
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