Cystic Fibrosis Trust revamps marketing to boost profile

The Cystic Fibrosis Trust has appointed branding agency Johnson Banks to boost its profile and increase donations after admitting its marketing has been “confused”.

cf Trust

Marketing Week’s charity partner for next week’s Engage Awards, is to develop a consistent tone of voice, which will run across all marketing collateral, including a newly designed website.

The aim of the branding work is to give the charity a wider appeal, encouraging more support within the Cystic Fibrosis community as well as reaching out to those who are not directly affected by the condition.

As part of the rebrand, Alex Scott-Baker has been promoted from digital marketing manager to the newly created title of head of brand. Part of his remit will be connecting the digital strategy up with the new brand strategy. He says: “The brand strategy and marcomms strategy will be digitally led, it makes sense to combine the roles.”

Earlier this year, the charity launched a new business strategy – Live Longer, Live Better, which sets out a four-year agenda to fund research to extend life and support the community to live a better quality of life.

A major donor campaign will also be launched to support new research into increasing life expectancy and quality of life. Tamsyn Clark, marketing director at Cystic Fibrosis, says this will be a new approach to fundraising for the charity. She says: “We want to go from reactive fundraising to a proactive strategy, setting out how we are going to be fundraising for the next four years.

She adds: “At the moment I think we’re quite a confused charity but the branding work will help us cut through to the wider public.”

The Marketing Week Engage Awards is taking place Tuesday 22 May. To book the last few tables for this even please call Natasha May on 020 7970 4772.

Click here to read a Q&A with Tamsyn Clark and Alex Scott-Baker

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