Testing marketing messages to deliver extra £500k to the bottom line!

Arkenford Ltd

As part of its 10 year strategy, the client wanted to know who in particular they should focus on to encourage support for the charity and what the key messages should be. They had a number of untested assumptions about the reasons why people supported the charity but on further investigation we were able to advise that these were misplaced. 

Arkenford conducted a comprehensive values based segmentation on the key priorities, behaviours and attitudes to specific areas and tested the "readiness to act".  Through a series of workshops with different stakeholders we were able to communicate the insight and make strategic recommendations.

The new strategy has been adopted throughout the organisation including marketing, advertising and targetting to members. The new campaign message based on Arkenford evidence delivered an extra £500,000 to the bottom line.

Read more: 

https://arkenford.co.uk/building-creative-segmentations/woodlandtrust