Society v. AONB?
Viper Case Study
The Brief
The Surrey Hills Society is an emerging organisation aimed at harnessing people’s love of the area and turning that into positive action. What sort of image should the Society portray? They needed a brand, but equally importantly how is the Society going to work in harmony with the Surrey Hills Area of Outstanding Natural Beauty (AONB) team? How do they ensure their work is joined up and supportive? Do they share the same audiences?
The Solution
Viper created a bespoke planning day for members of both teams to attend that would allow them to share their aims and desires. Through the facilitated process the needs of the Society could be clearly seen along with who they needed to speak to. The messages and tools of communication automatically fall into place then. Members of the AONB team were involved in this planning process, helping to shape the direction and feeling part of the plan so they ‘get’ who the Society is trying to engage with and why.
The Result
Viper presented recommendations to take the Society’s story further. The Society wants to show the depth of feeling for the landscape through people’s story’s: the local craftsperson, the local artist or the local farmer. We suggested that all types of communication from the Society should reflect this depth of feeling. The newsletter could use locally sourced paper for its cover one issue, the next it could be covered by a locally made fabric. Each issue would be a talking point for their key audience to engage with and then recommend to other people.
Viper helped the two organisations clarify the use of a common symbol for the area. Through our facilitation process the decision making and discussion was much easier.
Importantly the team and the Society know they share some audience types but they recognise the Society is more public facing while the team has to focus on policy and decision makers.
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