7. To get 1,500 staff & 18,000
volunteers in 15 regional offices
and on 200 reserves to understand
how great brand can be as crucial
to saving nature as great science.
The challenge
8. A Brand Reboot – a series of two-day,
UK-wide workshops running parallel to the
brand development
200+ selected staff from all levels and
areas of work.
Build champions that can cascade and
‘own’ RSPB brand and the need to change.
The approach
11. Change! Brand!
A pre-workshop Questionaire
• Interference in my work objectives
• Wasting money on brand stuff
• More change for changes sake
• Fear of losing existing support
but also
• Fear of doing nothing
12. Some ‘Light bulb moments’
• Create the environment for ‘light bulb’
moments that build and re-enforce the need
to change
• Demonstrate more than teach
• Balance emotional hits with sound
science/research
13. ‘Light bulb 1’ Why change?
• External forces
• Urbanisation
• Disconnection
•The need to engage new audiences
22. Other support materials
• Change curve Elisabeth Kubler Ross
• Audience pen portraits and definitions
• Persuasion tips 50 secrets from the science of persuasion
• A clear timeline to plan towards
24. What happened next?
• Second series of workshops
to 120 Brand Advisors
• They then deliver
brand roll-out ‘locally’
• Ongoing, All new
staff receive brand
induction
26. Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk
