Launching a package of support
Launching the Changemaker Programme
This is an example of a campaign developed in-house with Active Gloucestershire - a local charity that supports people across the county to be active. Active Gloucestershire provides a package of support for those helping others to move more, including those who run activity sessions, sports clubs or groups. The Changemaker Programme is a package of support put together by the charity in order to help people to help others more active. Due to a decline in engagement, they wanted to re-launch the programme.
The Brief
Active Gloucestershire wanted to redevelop and relaunch the Changemaker Programme to reinvigorate the we can move movement after a post-COVID decline in sign-ups and engagement. The brief was to create a clearer, more compelling and community-led offer that would attract new Changemakers, re-energise existing members and rebuild awareness of the wider movement. This meant delivering a full strategic relaunch from refreshed messaging and marketing materials to digital content, targeted communications, and the planning of a new networking event - all designed to boost participation in physical activity initiatives across Gloucestershire.
The Approach
Rallying a local community to support a good cause
The relaunch centred on rebuilding relationships and clearly showing “what’s in it for me” for potential and existing Changemakers.
I began with research and audience insight: gathering feedback, analysing behaviour across channels and reviewing the existing offer. This informed a relaunch strategy focused on three priorities:
Reconnect – re-engage existing and lapsed Changemakers
Reach – attract new supporters working across Gloucestershire
Activate – encourage meaningful participation through events, resources and networks
The campaign blended digital channels with face-to-face engagement to create momentum across the movement.
Re-engagement
The first focus was re-engaging existing and previous supporters. I refreshed messaging so the benefits were clear and used targeted emails and automated onboarding to reconnect people. Working with colleagues, we shared consistent messages across meetings, presentations and calls, rebuilding relationships and reminding people why staying involved matters to them.
Attracting new Changemakers
In parallel, I focused on attracting new Changemakers. I developed an awareness campaign combining paid and organic social, video and content marketing. We refined website copy to explain the offer clearly, complemented with printed materials and PR activity to extend reach, raise credibility and encourage first engagement across the county.
Information and networking event
The campaign culminated in a Changemaker information and networking event. Bringing people together in person helped them understand the programme, explore support and make connections. I managed venue, logistics, bookings, creative assets and promotion, with clear calls-to-action so attendees could sign up and continue engaging afterward with the programme further.
Examples
The following examples give an overview of the type of materials used to support ongoing communications and marketing activity. They illustrate the tone, structure and approach that will help build visibility and consistency across all channels.
Changemaker Programme Booklet
A professionally designed printed booklet introducing the programme, outlining the benefits, and clearly explaining how to get involved. It became a key conversation tool at events and meetings, helping people immediately understand the value of becoming a Changemaker.
Event Promotion & Management
I planned, promoted and delivered the Changemaker information and networking event - from venue sourcing and logistics to branding, bookings and attendee experience. The event brought the programme to life and created direct opportunities for sign-ups and conversations.
Promotional Video & Social Campaign
To raise awareness and reach new audiences, I edited a short promotional video and built a supporting social campaign. Using paid and organic posts, testimonials and teasers, the campaign helped increase visibility and drive traffic to the sign-up page.
Automated Email
Journey
I created an automated onboarding email flow to welcome new Changemakers and introduce programme benefits step-by-step. This ensured everyone received consistent, supportive communication and helped nurture deeper engagement over time.
Results
Increased membership
6% increase in subscribers during the first phase
Strong engagement
67 new followers & 94,000 views and 333 click-throughs for meta video
