CASE STUDY
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Rose Road Short-term Projects, Long-term Gains
The Rose Road Association (known as Rose Road) is a Southampton-based charity which has been providing high-quality services for young people with disabilities for over 50 years. This includes schooling, respite and information services.
The Aim
To raise awareness of the work the charity does and to open doors with local businesses and organisations to encourage them to become sponsors. To support two major fund-raising initiatives the Advent Appeal, which ran over the Christmas period and the ambitious Change My Life Appeal, which culminated in a concert at Winchester Cathedral, starring Dame Kiri te Kanawa.
The Approach
- CG worked closely with the Rose Road fund-raising team to put together a strong media campaign focusing on local and regional print and broadcast media
- CG strengthened links with Southern Daily Echo and Original 106FM in particular by positioning the fund-raising manager, Gary Thomasson, as the face of Rose Road, its Champion and Spokesperson
- CG sourced corporate opportunities for Gary Thomasson to speak to local businesses
- CG donated E-build software to Rose Road, in order for the charity to write e-mails with consistent brand styling and to manage, build and review its e-marketing campaigns
- In order to work more closely with the charity, a CG representative volunteered to sit on the fund-raising board for the Rose Road Crystal Ball
The Results
The media campaign resulted in over £21,000 worth of media coverage in six months. Rose Road featured regularly in the Southern Daily Echo, with the editor, Ian Murray, instrumental in the ongoing support. Original 106FM is now the charity’s official radio partner. CG secured coverage on both Meridian and BBC South and organised visits by the news teams to tour the charity’s Bradbury Centre. Morris Dibben was confirmed as a corporate partner, with the Rose Road logo on all MD promotional work. CG arranged painting and decorating work and electrical work to be done by volunteers from Southampton-based companies CLC and New Career Skills.