Since its creation in 1991, Affinity Trust has been successfully delivering support to adults with learning disabilities and has developed services in England and Scotland.
The Thames And Chiltern Trust, or TACT as it was previously known, approached Petersen to create a new name, logo and brand for the organisation, along with a review of their marketing practices.
Given the size and diversity of the organisation, the internal communication was as important as the external communication and this had to be carefully managed. We built a focus group made up of both internal and external individuals to act as a sounding board for the name, brand development and marketing strategy. The ideas were also field tested with end users of the services.
Following this initial research phase, a name was created, along with a logo and brand – Affinity Trust was born.
Since rolling out the new branding, Petersen has been commissioned to build the website, create and deliver a PR strategy including crisis management and offering ongoing marketing support.
The brief was to not only create a new brand, but a brand which would be close to the hearts of those it supports. So with this in mind, we held focus groups with people supported by Affinity Trust and they were central to the design and creation of the Affinity Trust brand (formerly TACT).
This brand, and all it stood for, needed to be translated into literature that would include national and regional brochures, annual reports, regional leaflets and stationery. This included the commissioning and direction of photoshoots to create images for use on the website, within literature and for PR.
Following the unveiling of the new brand, the Petersen PR department executed a national PR campaign to promote the re-branding of various Affinity Trust centres across the UK. The year-long campaign, which included several internal and external launches, has been followed with an ongoing rolling pro-active campaign, publicising the efforts of the Affinity Trust in both the local, national and sector press. A proportion of the retainer is allocated to crisis management which includes an out-of-hours emergency press officer service.
It was vital for Affinity Trust to support service users through their website. For this reason we designed and built the Affinity Trust website using industry leading accessibility features incorporated throughout the website including ‘access keys’ allowing users to navigate the website without a mouse and scalable website content to allow visually impaired users to experience the website in full.