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Áine Murphy,
Head of Internal Communications and
Engagement
Scope
Disability
Gamechangers: Living
our brand, inside out
What we’re going to talk about
• Who is Scope?
• A changing organisation.
• Our new brand rollout: From the inside out.
Introducing Scope
We’re a strong community, of disabled and non-disabled people, with a
shared vision of equality for disa...
We’ve been changing…
How have we been
changing?
• Changing workforce.
• Changing our offer to disabled
people with an ambition to reach 2 milli...
What does the change mean in practical terms?
• Transfer of all 55 regulated and day services including the TUPE of
1,598 ...
Our workforce now
• About 850 staff.
• 200 staff based in London office.
• 10 smaller regional offices.
• 40 homeworkers.
...
Why is our new brand important?
• We need to reach and mobilise more disabled and non disabled
people to join our fight fo...
We’re all Disability
Gamechangers
Inside out brand ambassadors
Take aways
1. Your people are your most
vital resource.
2. It is essential they can
explain who you are and
what you do.
3...
Questions?
Living our brand,
inside out.
Narrative-based strategic
storytelling
Supported by
30 April 2019
Internal Comms Group
London
#CCinternalcomms
Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what el...
We’re all Disability Gamechangers: A storytelling approach to launch a rebrand | Narrative-based strategic storytelling | ...
We’re all Disability Gamechangers: A storytelling approach to launch a rebrand | Narrative-based strategic storytelling | ...
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We’re all Disability Gamechangers: A storytelling approach to launch a rebrand | Narrative-based strategic storytelling | Internal Comms Group | 30 April 2019

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Áine Murphy, head of internal communications and engagement, Scope

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

Published in: Government & Nonprofit
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We’re all Disability Gamechangers: A storytelling approach to launch a rebrand | Narrative-based strategic storytelling | Internal Comms Group | 30 April 2019

  1. 1. Áine Murphy, Head of Internal Communications and Engagement Scope Disability Gamechangers: Living our brand, inside out
  2. 2. What we’re going to talk about • Who is Scope? • A changing organisation. • Our new brand rollout: From the inside out.
  3. 3. Introducing Scope We’re a strong community, of disabled and non-disabled people, with a shared vision of equality for disabled people. We provide practical advice and emotional support whenever people need it most. We use our collective power to change attitudes and end injustice. And campaign relentlessly to create a fairer society.
  4. 4. We’ve been changing…
  5. 5. How have we been changing? • Changing workforce. • Changing our offer to disabled people with an ambition to reach 2 million people by 2022. • Changed the way we work. • Change the way we behave. • Changed how we look.
  6. 6. What does the change mean in practical terms? • Transfer of all 55 regulated and day services including the TUPE of 1,598 employees • Considerable outsourcing of support functions – payroll, legal, property maintenance etc.. • Investment in a new head office – physical change to drive culture. • Introduction of new values = pioneering, courageous, connected, open and fair • Development and rollout of a new brand.
  7. 7. Our workforce now • About 850 staff. • 200 staff based in London office. • 10 smaller regional offices. • 40 homeworkers. • 220 shops across England and Wales. About 450 paid shop employees and large teams of volunteers. • About 20% of our staff identify as disabled.
  8. 8. Why is our new brand important? • We need to reach and mobilise more disabled and non disabled people to join our fight for disability equality. For this to happen, we needed a strong brand identity that is clear and recognisable. • Our brand was built on our new values: Pioneering, Courageous, Connected, Open and Fair. • We need to be able to express accurately, who we are and what we do.
  9. 9. We’re all Disability Gamechangers
  10. 10. Inside out brand ambassadors
  11. 11. Take aways 1. Your people are your most vital resource. 2. It is essential they can explain who you are and what you do. 3. Equip your people with the tools they need to be active brand ambassadors.
  12. 12. Questions? Living our brand, inside out.
  13. 13. Narrative-based strategic storytelling Supported by 30 April 2019 Internal Comms Group London #CCinternalcomms
  14. 14. 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

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