Teamwork Trust Case Study

 

Highly Valued Strategic PR Partners

 

About the Company

Teamwork Trust is a Northamptonshire charity and social enterprise. Its centres in Corby, Kettering and Wellingborough support autistic adults, and adults with learning disabilities and mental health needs through a range of ‘Living & Learning’, employment, educational and counselling programmes.

 

The organisation had won a pot of money and was entering an exciting period of change when it approached Pilkington Communications in 2015. Teamwork Trust was looking for a reputable local PR company which had experience in charity and not-for-profit communications. Pilkington Communications was the perfect choice.

 

The Requirements

Teamwork Trust had launched an ambitious new service-user-led strategy, where the people it supported became part of the charity’s decision-making process, engaged fully in the governance of the organisation.

 

Their strong vision – to ensure that everyone has access to the same chances, choices and opportunities – was already reflected in the delivery of programmes and the supportive, friendly environment in the centres, but it needed to come across in all their marketing and communications too, and that’s what they asked for help with.

 

They needed to clearly communicate to key stakeholders their social impact, which would in turn boost their profile and reputation locally, regionally and nationally.

 

The Activity

Pilkington and Teamwork identified together that a complete overhaul of the messaging across multiple communications channels was needed, and this is where the work started. And what began an ad hoc project has turned into an ongoing and long-term investment in strategic PR that still continues today.

 

Pilkington Communications has led on a number of significant projects and campaigns over the years, as well as managing the charities continual PR activities. These have included:

  • Creating a fit-for-purpose website as part of the initial project, and ongoing website development support
  • Development of a strong elevator pitch which clearly promotes the charity’s offer
  • Multiple prestigious award applications with 8 award wins
  • Proactive media relations and relationship building with key publications, which includes the creation of case studies, successes and news stories
  • Social media strategy and advice
  • Strategy, planning and positioning, including fundraising, campaigns, events and CSR
  • Development and management of an e-newsletter for key stakeholder groups
  • Management of film and photography projects
  • Steering and facilitating collaboration opportunities with likeminded organisations
  • Support with funding bids
  • PR advice around COVID crisis communications, the development of the charity’s COVID support programme and advice on the closing and reopening of the centres
  • Staff training on networking, social media management, media speaking, in-house photography and videos and more – this was always focused on the charity’s strategic messages and objectives

Outcomes and Results

The outcomes and results of Teamwork’s ongoing PR approach has been significant over the years. Some of the results include:

  • Ongoing media coverage – in key local and national titles including SNIX magazine, InBusiness, Third Sector magazine, Charity Today, Cosmopolitan, Northants Telegraph, Northampton Chronicle & Echo, BBC Look East, BBC Radio Northampton and Anglia News
  • Stronger messaging across all communications channels – this has resulted in more funding wins, greater networking opportunities and clearer social media messages, particularly during COVID
  • Open Events – the creation and promotion of Teamwork’s Open Events pre-COVID resulted in 15 new service-users
  • E-newsletter reach – Teamwork’s e-newsletter maintains above-average open and click through rates
  • Library of professional imagery and film – Pilkington Communications led on three professional photoshoots which have resulted in a library of powerful images for use in promotional materials. We have also led on a number of professional film projects for use in events and on social media

 

The Future

The working relationship has evolved since that first initial project, and the Pilkington Communications team now acts as highly valued strategic partner on a retained contract.

 

There are a number of important projects in the pipeline to enable the charity to continue to build its reputation post-COVID. This includes significant involvement in Teamwork’s organisational restructure and internal communications.

 

John Bruce, strategic director said: “Pilkington Communications are a very important and highly cherished member of our team, and to say they have made a difference to our charity’s profile and reputation across the county would be an understatement.

 

“Their comprehensive public relations service is completely tailored to our specific needs and our mission, vision and values. They have helped us write successful award applications, generated significant media coverage, helped us boost our social media presence and set up and manage new communication channels with our key stakeholders. They also play a significant role in all our high profile events and launches. Their strategic, professional approach ensures that all our key messages, stories and campaigns are aligned, and we are delighted with the results.”