Communication review, strategy development and comms delivery to boost a health charities visibility and engagement

Gold Standard Frameworks (GSF), a provider of end-of-life care training services, needed a new approach to asserting itself in national conversations and refreshing its communication approach in a digital age. They wanted to influence national policy and attract more income through it’s training offer.

Approach

Blue Lozenge supported GSF with a comprehensive communication audit. This identified areas for improvement in GSF’s online user journeys and public-facing platforms. As a result we refreshed GSF’s visual identity by creating digitally optimised assets and developing audience-specific messaging it’s different markets, for example domiciliary care and commissioners.

To increase the charity’s revenue, we redesigned the website navigation, replaced manual booking processes and converted existing blog content into LinkedIn thought leadership pieces to reach professional audiences. Finally, we raised GSF’s profile by delivering a programme of virtual events for integrated care system leaders.

Impact

GSF achieved immediate and dramatic year-on-year improvements. Expressions of interest increased by 37%, training bookings rose by 51%, referral traffic grew by 30%, social media click-throughs jumped by 215%, unique monthly pageviews doubled by 100%, bounce rate decreased by 20 percentage points to 46%, and exit rate fell by 50%. These results positioned GSF for continued growth and enhanced impact in the end-of-life care sector.

“Efficient, knowledgeable and professional are all key words I would use to describe Blue Lozenge. The Blue Lozenge team showed a deep understanding of the health and care sector and created compelling content with a consistent voice that would resonate with our target audience. Blue Lozenge helped us streamline systems and processes, ensuring that tasks were completed effectively and efficiently. We at GSF very much appreciated Blue Lozenge’s collaborative approach and willingness to impart knowledge and resources in order to achieve our combined objectives.”

Ann-Marie, Marketing Coordinator, GSF