CEN Brand Development
The CEN receives funding from the public purse in order to help
the community help itself through active engagement and
self-determination. Its mandate comes from Central Government which
aims to give power to communities at grass roots level in order
that they can influence directly, and contribute to, the matters
which mean the most to it.
CEN needed to communicate their services to the hard-to-reach
groups and, what could become (or already are), disenfranchised
groups within the local community. They also needed to advertise
elections and raise awareness of local small grants being awarded.
Perhaps the greatest challenge was the shoestring budget and the
requirements to account for public monies in a responsible yet
Creative Avenue's approach was to devise a way to communicate
the many messages of the CEN in a concise way, while being mindful
of budgets, inclusivity, equality and diversity issues. We
formulated a balanced platform that complemented the CEN's
marketing aspirations and that ensured compliance with Best
Practice and Governance, while simultaneously instigating a strong
call to action from as many community members as possible: after
all, these people were the most important part of the equation.
Creative Avenue got involved with face-to-face and telephone
interviews, photography, copy calls and liaison then organised,
designed, and co-ordinated a pack which consisted of a newsletter,
a Questions & Answers sheet, a reply paid card, a 'benefits of
membership' leaflet, a member enrolment form and a branded sticker
for the envelopes. An Exhibition panel was also produced to support
roadshows. Creative Avenue worked closely with the CEN to ensure
that all messages were 'on brand' and compliant with the vital
equality and diversity policies.
Packs were distributed in and around the community to those hard