Bolton hospice lottery rebrand


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A summary of the branding project for the Bolton Hospice Lottery

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Bolton hospice lottery rebrand

  1. 1. Bolton Hospice Lottery – Branding Project 2012Bolton Hospice Lottery| Lottery Rebrand 2012
  2. 2. Background • The lottery scheme was established in 2001 following the opening of the hospice’s Support Services Unit • It’s original purpose was to provide a regular income to support the unit. It’s since become one of the hospice’s key fundraising initiatives - raising just under £400,000 in 2011-2012 • Over 7200 members play a minimum of £1 per week • The lottery department also sells scratch cards, wedding favours and runs an annual ‘Grand Draw’ with a top prize of £5000. There is also a partnership scheme, where other non-profit organisations can sell tickets for our lottery to their members and receive a portion of the revenue • The lottery is currently marketed via the hospice website, social media, PR, promotion in local shops and our own charity shops, partnership schemes, direct mail, paid advertising and at a variety of live events in the communityBolton Hospice Lottery| Lottery Rebrand 2012
  3. 3. Project purpose • Since its launch, the hospice lottery hasn’t had any clear a branding to distinguish it from other fundraising projects • Membership, and consequently revenue, has stagnated over the past 2 years, and a ‘re-launch’ of the lottery was planned to revitalise the lottery and increase interest in the scheme. • A survey was produced to gather information from members and non-members about their motivations for playing the lottery and/or what would encourage them to join in terms of prize structure and weekly cost • The results of this survey showed that overwhelming majority were happy with current prize structure and cost, and participated in the lottery not necessarily in the hope of winning the top prize, but rather as a way to support the hospice. • As a result, developing a clear brand for the lottery, alongside increased marketing activity, was agreed upon as the most effective method for generating greater interest in the scheme.Bolton Hospice Lottery| Lottery Rebrand 2012
  4. 4. Objectives • Increase membership from known supporters • Improve retention of current membership • Increase membership base from non-supporters • Raise awareness of how the lottery supports the hospiceBolton Hospice Lottery| Lottery Rebrand 2012
  5. 5. Brief • New logo should reflect the ‘fun’ nature of supporting the hospice by playing the lottery • Should incorporate both the word ‘lottery’ and lottery balls of some description • Should contain a strap-line that reflects that the lottery is a way of helping fund the hospice’s care services • Should reflect the hospice’s current branding guidelines, but still be immediately distinguishableBolton Hospice Lottery| Lottery Rebrand 2012
  6. 6. Final logo design Colours, heart icon and font all reflect current hospice guidelines Vibrant colours reflect the fun nature of Use of the word playing the lottery ‘lottery’ and a lottery ball satisfy the brief Strap-line ‘playing for a reason’ reflects that playing the lottery has a fundraising purpose. Use of this tag can be extended across other initiatives i.e. ‘Walking for a reason’Bolton Hospice Lottery| Lottery Rebrand 2012
  7. 7. Updated marketing materials A3 Poster A5 Leaflet (cover)Bolton Hospice Lottery| Lottery Rebrand 2012
  8. 8. Future plans • ‘Thank you’ e-shot to all members – retention campaign • Continued promotion of lottery via e-shots, social media will all include new branding • Promotion in newsletter to feature new branding and new appropriate copy text featuring key messages written by Marketing Manager • Paid advertising in upcoming theatre guides • Potential PPC advertising campaign via Facebook and/or Google • Direct mail campaigns throughout 2013 • Exhibition and display equipment sourced featuring new branding – including roll up banners, corex boards, postersBolton Hospice Lottery| Lottery Rebrand 2012