Marketing Plan for Environment Centre
Viper Case Study
The Brief
Goblin Combe Environment Centre had been through a major review process and a change of governance. The centre has stepped away from its local authority host, it has new trustees and a new vision. The strategic planning had identified the need for a marketing plan.
We were asked to deliver that marketing and communication plan.
The environment centre, based near Bristol, has an award winning, sustainable accommodation block, huge woodland and a successful schools and social training programme.
The Solution
Volunteers, staff and trustees gathered in one place for the first time. They’d all been involved in the developments but this was really the first time they had all been in the same room at the same time.
We led them through our powerful framework for planning communications. Everyone gets to have a say, everyone’s involved at an equal level. Issues are discussed and a consensus builds. We’re experts in facilitation and proud of it. We maintain the right balance of fun and engagement while making sure everyone ‘get’s it’.
Our framework stops organisations jumping into the toolbox i.e. commissioning leaflets and websites without aligning these with the overall business needs. Audiences are identified, opportunities mapped, messages clarified and a plan produced. It’s amazing what you can achieve in a day with us, some flipcharts and Post-Its.
Importantly for Goblin Combe our work felt like a natural progression from the previous work.
The Result
The detail of the plan is confidential but we can tell you that:Three key stages of change were identified
- Six target audience profiles were produced with team members assigned to focus on them
- A pot of messages to create the desired change in the audience
- A comprehensive list of communication tools to be used in a realistic timeframe
Most importantly all the members of staff, the volunteers and the trustees now have personal plans, important pieces of the broad strategic picture.
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