Chestnut Tree House Lottery

Strategy, workshop engagement, planning, identity, graphic design, social media management, website design and development, project management.

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Background

As the only children’s hospice in Sussex, Chestnut Tree House provides vital end of life, respite and palliative care, both in the hospice and in children’s own homes, supporting the entire family throughout the child’s journey.

But it’s so much more than a hospice – it’s a sanctuary for families to enjoy their time together, a chance for them to recuperate knowing they have 24-hour support on hand.

The Chestnut Lottery is a key fundraising initiative that pays for one in every four days of care and provides a crucial on-going revenue stream to help Chestnut Tree plan for the future.

Brief

When we began working with Chestnut Tree, the Lottery was obscured among the abundance of fundraising activities. Our task was to help the Lottery stand apart from the parent brand and give it the prominence it deserved.

Execution

Starting with our Blend workshop technique, we drew up a plan to elevate the Lottery brand, starting by giving it a new face and a new website. The website was part of a strategy to improve the customer journey and make the Lottery more visible, reducing barriers to online sign-ups. We then provided onsite SEO work on both the main and Lottery sites, solidifying the connection between the two.

Through copy and design, we highlighted the Lottery’s “win if you do, win if you don’t” appeal, providing greater brand accountability by drawing attention to the many ways in which money raised through the Lottery helps children and their families.

The Lottery needed a voice and a way of communicating more easily with current and potential players, so we established a Twitter account to cultivate a Chestnut Lottery community.

Alongside this, we provided social media training for the in-house marketing team to allow better lines of communication between Chestnut and its supporters, and closer integration between platforms.

Result

Chestnut Tree House reported a significant increase in online Lottery sign-ups, shifting the Lottery’s online presence from a peripheral channel to one of primary importance.

Chestnut Lottery

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1-3 Farman St, Brighton, BN3 1AL. Company No. 7783540.

+44 (0) 1273 944 422
info@pleeceandco.com
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