Groundwork South and North Tyneside, which is part of the Groundwork federation of charitable trusts, offers a wide range of services which aim to improve South Tyneside and North Tyneside and the lives of their residents.
Its divisions include TEN North East, an employment and training services provider and the Route2Work special needs educational programme.
Horizon Works was asked to come on board, to provide clarity to Groundwork South and North Tyneside’s overarching proposition and to create a strategy which would raise the profile of all its divisions and their offerings.
We worked closely with each of the teams at Groundwork South and North Tyneside, to develop an in-depth understanding of their propositions, divisional objectives and target audiences.
From this, alongside extensive market research, we developed a marketing strategy for Groundwork South and North Tyneside, as well as individual campaign plans for each of its divisions.
It was evident from our research that brand awareness of the divisions was strong amongst service users, however their relationship with Groundwork and its offering was lesser known. We created new key messaging for Groundwork South and North Tyneside to better clarify its proposition and full service offering, as well as a descriptor to be used by each division to ensure the relationship with Groundwork was clear and consistent across the organisation.
Through our messaging, strategy and campaign planning, we have helped deliver a sense of clarity for the individual divisions and their objectives amongst their different target audiences.
In addition, Horizon Works provided a range of support to Groundwork South and North Tyneside. This included delivering PR, email marketing, social media, content marketing, design work and targeted campaigns, to support the organisation in its aim of successfully raising its profile and creating awareness of its service offering to beneficiaries, volunteers, stakeholders and the wider community.
“The Groundwork team found working with Horizon Works really engaging and they took their time to understand the complexities of our charitable company which has many different programmes and products. We have used the partnership with Horizon Works to develop our charitable business across a number of priority areas which have increased our sales and engagement with key partners.”
Andrew Watts, Chief Executive
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