Danielle Wootton, head of brand and marketing at 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

1. Bringing your brand to life through content, Danielle
Wootton, Head of Marketing
14 million disabled people
One brand

5. Scope’s vision
(why we exist)
We won’t stop until we
achieve a society where all
disabled people enjoy equality and
fairness.
Scope’s Mission
(what we’ll do to achieve our vision)
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.

6. Scope’s values
Courageous Pioneering Connected Open Fair
We are single minded in
our desire to achieve
equality. We are bold,
challenging the status
quo, ourselves and each
other. Not afraid to fail
fast and learn quickly.
We are ambitious and
determined to drive
change. We focus on the
impact we have. We
innovate and strive for
better, pushing ourselves
and our boundaries.
We connect and
collaborate internally and
externally, to create a
fairer society. We’ll listen
and share, tapping into
the expertise of others.
We are transparent about what
we do and how we do things.
Creating supportive, accessible
environments
– building trust with each other
and our customers
to achieve more.
We make sure everyone
has a fair chance. We value
and respect each other’s
expertise and
diversity. We take
responsibility for what we
do and support each other
to succeed.

7. Personality
We are Gamechangers, driven by the
injustice and inequality facing disabled
people every day. So we’ll all come
together, to overcome life’s
challenges, and use our collective
power to achieve equality for disabled
people.
Proposition
Let’s end disability inequality.

8. So what next…
We still had (and have) some battles to win
• People don’t know enough about what we do to consider supporting
us.
• There’s a misunderstanding of what ‘disability’ is and how prevalent it
is in society.
• There’s a large perception gap between disabled and non-disabled
people regarding issues faced.
So we launched a campaign called Disability Gamechanger!

9. So, what is a...

10. Brand campaign objectives
What were we trying to achieve with the Disability Gamechanger
campaign:
• Successfully launch Scope’s new brand and positioning of achieving equality for
disabled people.
• Demonstrate the need to work towards equality for disabled people and align
Scope with that vision.
• Redefine and reframe the narrative around the issues faced by disabled
people and what they aspire from being able to ‘live the life I choose’.
• Clearly establish Scope as a force for change in tackling these issues.

11. Giving content a role
Our content strategy aligned to our brand and campaign strategies:
• Hero content
Purpose - build awareness with new audiences and land key brand messages e.g. ‘1 in 5’. Tone
was bold and impactful to achieve cut-through.
• Campaign content
Purpose – show the evidence base for Scope’s political influencing and social change agenda and
align it to the external environment. Tone informative and educational.
• Storyteller content
Purpose - showcase the breadth of disabled people and their experiences but also the
commonality of issues they face and the need for action. Tone authentic and emotive to motivate
into action.
• Community-led content.
Purpose – demonstrate the variety of ways that disability equality can be achieved through what
the community (broad term!) is doing. Tone inclusive and empowering.

12. Laying out the issue

13. Disabled people front and centre

14. It takes a village

16. The results
Did it work? We think so!
We over-performed on all our campaign KPIs and in relation to content…
• Engagement was up by 175% on Facebook and 120% on Twitter
compared to the previous date range
• Twitter engagements we’re up 100% during the takeovers
• 5500 people (and counting) have signed up to be a Disability
Gamechanger with an 89% engagement rate with the CTA.
• Brand knowledge score up from 48% to 52% (!)

17. Content actually…
• Is all around us!
• You don’t have to stick a logo on every piece of content or ‘own’
everything.
• Sometimes it’s good to get out of your comfort zone.
• Content doesn’t always perform the one role you set-it. Be prepared
to be flexible.
• If you have a strong enough brand positioning you start to see that
come through everything you do

18. Thank you for
listening!

19. #brandfast
Brand Breakfast
3 October 2018
Bringing your brand to life
through content
Sponsored by

20. 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