Charles Williams, head of content at Marie Curie 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. Building a positive brand without
upbeat endings.
Charles Williams, Head of Content

2. Dying isn’t a niche issue
2

3. Brand challenge
3
Not many people really like to talk or think
about death and dying.

4. 4

5. 5
How do we sound like
ourselves?

6. 6
1. Prioritise people.

7. Prioritising people: challenges
7
• People we help have usually died
• No dedicated case study roles
• Contacts held in silos

8. Case study principles
8

9. Case study principles
9
• Case studies are for everyone – and
everyone’s job.

10. Case study principles
10
• Case studies are for everyone – and
everyone’s job.
• We work with case studies in one way.

11. Case study principles
11
• Case studies are for everyone – and
everyone’s job.
• We work with case studies in one way.
• Case study management is a vital role.

12. Case study principles
12
• Case studies are for everyone – and
everyone’s job.
• We work with case studies in one way.
• Case study management is a vital role.
• If it’s important and not impossible, we
should try to do it.

13. 13
2. Focus on
moments, not stories

14. Problem Action Solution

15. Problem
Susan was
diagnosed with
terminal cancer.
Action
Marie Curie Nurses
cared for her.
Solution
Susan died
comfortably at
home with her
family around her.

22. Why focus on moments?
22

23. Why focus on moments?
23
• They’re positive
.

24. Why focus on moments?
24
• They’re positive
• They’re authentic

25. Why focus on moments?
25
• They’re positive
• They’re authentic
• They’re shareable

26. Why focus on moments?
26
Ave engagement rate:
• All our Facebook videos, 16/17: 0.14%

27. Why focus on moments?
27
Ave engagement rate:
• All our Facebook videos, 16/17: 0.14%
• Those three videos: 2.6%

28. Why focus on moments?
28
Ave engagement rate:
∙ All our Facebook videos, 16/17: 0.14%
∙ Those three videos: 2.6%
Facebook donations up 150%
Facebook event sign-ups up 350%

29. Why focus on moments?
29
• They’re positive
• They’re authentic
• They’re shareable
• They add up to a bigger picture

30. 30
3. Create space for
conversations

31. 31

32. 32

33. 33

34. To summarise:
34
• Prioritise people
• Focus on moments
• Create space for conversations

35. Thanks for listening.
charles.williams@mariecurie.org.uk
Twitter: @RandomVentures
LinkedIn: charlesnmwilliams

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

37. 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