Marketing Strategy, Rebrand, Website Redesign & Ongoing Marketing Support
The Client
Cruse Scotland exists to help people understand, process and navigate their grief. Its services are designed to ensure that anyone needing support receives the right help at the right time, building resilience and improving wellbeing at a time of great sorrow, stress and loss.
The Objectives
To create a marketing strategy, then support the staff and volunteer team to implement it.
To support the rebranding exercise, helping Cruse Scotland to present a fresher, more modern and more accessible visual language.
To structure, co-ordinate and write content for the new website.
The Project
Roseberry Marketing was initially brought in to write a 3-year marketing strategy for Cruse Scotland. The strategy examined Cruse’s wide-ranging internal and external audiences, developed key messages, mapped out the ‘client journey’ and drew up a promotional plan to raise awareness of its services amongst those that are grieving.
We soon developed a great working relationship, so I was called upon later to provide ongoing support (one day per week), helping Cruse to implement the strategy. I was responsible for all social media channels, co-ordinating blog content, copywriting and creating marketing materials.
In autumn 2021, Cruse Scotland launched its brand new website, which was many months in the making. I wrote, edited and organised content, ensured good user experience and worked with the designers to make the site fit for purpose. Later, in 2022, I worked with Bold Studio and The Bakers Dozen in Glasgow to develop and launch the new Cruse Scotland brand, tone of voice and visual language.
