Repositioning the Priority Services
Breaking down stigmas, putting vulnerable customers at the heart of brand communications
By putting the emphasis on membership it created a sense of belonging which comes with being identified as a member. Customers had to proactively become a member rather than signing up to a register which feels less personal and more passive. A member receives benefits and feels part of a wider group with similar values.
We created an integrated campaign covering a social media strategy and implementation plan,including creating specific vulnerability animations to partner with annual focus groups i.e. National Dementia week. We also created partner information packs to support local community events throughout the year.
27% increase 227,740 New registrations
40,000 views Tailored video content reached 40,000 views annually
91.4% 91.4% vulnerable customer satisfaction feedback post research