Task 2 - Industry Based Project

 Task 2

Research similar charities and services (don’t like the word ‘competition’!) in the area and note the following:

 

• Their tagline, slogan, brand mission, and value proposition.
• The marketing channels they use.
• What their customers say about them.
• Their voice and tone when they communicate.
• The visuals they use and whether their visual identity is consistent.

The graphic in today’s presentation names some of these:

Home Start, Oakleaf, Step By Step, Citizen’s Advice, The Vine, Sport In Mind, Space2Grow, Blooming Marvellous etc.

Oakleaf (Guildford) 

Tagline/Slogan: Making Life Work with Mental Illness 

Vision: "To improve the lives of people managing their mental health in Surrey while promoting awareness around the subject and reducing stigma."

Mission Statement: "We work to foster confidence and reduce social isolation by actively training, engaging and supporting individuals with mental ill-health to empower them to participate as active members of society."

Marketing Channels: Website, Instagram, Facebook, NHS, Indeed and Twitter

Client Reviews:

1. "Oakleaf is a safe zone for me; being attacked in the past has caused me to avoid going out as much, except for when I am going to Oakleaf or to a friends or family’s house. I used to have to use the bus before I started attending sessions at Oakleaf as before I would not go out at all on my own. I can now travel to familiar places like town and walk to Oakleaf as long as I have my headphones plugged in as a distraction from my anxiety and panic attacks. I get counselling once a week from Oakleaf which helps a lot to talk about what has been troubling me. This has been a big challenge, as meeting new people can be hard at times due to mental health problems, but having people that I know I can trust has made me feel safe, and I would not have been able to participate in any of their activities if it wasn’t for the continued support from all of the staff at Oakleaf. I know the people there now and that if I need help, there is always someone I can talk to.'
2. After attending mindfulness, sound therapy and art courses, Oakleaf client Susan found the activities really increased her confidence and she now feels ready to take on the next step of becoming a client volunteer. Susan will be running a 6-week course, teaching clients how to make dreamcatchers out of recyclable materials. Clients will have the opportunity to get involved in mindfulness discussions and learn how to creatively re-use items they would normally throw away. Volunteering within Oakleaf is a fantastic stepping-stone to employment for many of our clients.

Voice and Tone:

1. Professional 
2. Welcoming
3. Warm 
4. Helpful
5. Well-versed with Mental Health and other disabilities  

Visuals: 

Their videos and media is consistent through all social media platforms. They have videos talking about mental health and their organisation discussing in great detail. Their social media platforms and website are organised and very professional which is pleasing to the eye.