Case Study: Employment Focus, a charitable company
Set up in 1999, this charity helps people in faith-based communities and ethnic minority groups across London and other parts of the UK. Their work is focussed on helping with:
Opportunities in employment
Training and enterprise development
Running conferences and seminars on employment, training and business issues
They asked Infusion to
Raise the charity’s profile
Propose concepts for a logo, branding and literature
Upgrade its publicity materials, website and business links to generate funding and other support
Provide copywriting support for their literature and website
Infusion’s first steps included:
Researching the Employment Charity market in London and surrounding counties, the community composition, demographics etc.
Analysing the charity’s history and activities
Considering issues of religion, race and gender as the charity’s marketing reaches across the UK, EU, African and Asian markets
Considering tone and language
Working closely with the client to develop ideas and strategy into a creative brief
In response to this brief, Infusion presented styles and logos appropriate to the nature of the charity’s activities.
Infusion then progressed to presenting a number of concepts for folders and fliers to create a choice of literature that could be developed over time. It was agreed to progress the folder as a versatile introduction item that gave the client the freedom to insert individual pieces of communication. Copywriting, illustrations and graphic design were commissioned to complete the project:
Infusion was then asked to create the strategy for and offer assistance to implement:
Improving the website design, style and structure to make it easy to find through the major search engines, and make it more accessible and attractive
Finding ways that the website could be updated more simply and regularly by the charity’s in-house team
Establishing links to help provide PR services to local/regional press and media, including introductions, meetings and events for coverage
Promoting the charity’s focus to companies, private and public sector organisations, building links, examining routes to help seek sponsorship
Supporting the client in promoting, developing and marketing the construction training programmes, especially forging links with companies who might provide work experience, or be potential employers for trained individuals.
In summary: Infusion established a new identity and branding, whilst building strong links with the client and creating a greater understanding of each other’s activities. Infusion was re-introduced at a later stage to develop marketing activities further and continue to work closely with the charity.
To view the website and for more information about Employment Focus, please click here.
Case Study: Employment Focus, a charitable company
