CEN Brand Development

The Issue:

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.

The Challenge:

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 effective manner.

Our Response:

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.

The Execution:

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.

The Result:

Packs were distributed in and around the community to those hard to reach.