Care

Full service pharmaceutical marketing support



We’re taking Care of a great British brand

Working with Care, the No.1 brand sold through UK pharmacy*, has been a fascinating and rewarding brand journey for Cornerstone, and one that has helped forge some strong industry organisation and trade media relationships which are helping the brand to embrace a new era.

As one of Britain’s leading over the counter (OTC) brands they were perceived as having a more traditional outlook in the marketplace. They were seeking a change in direction and looking to evolve the brand to help broaden their reach and reinforce the messaging around the scope of their unrivalled range of products and pharmacy support.

You’re about to find out the part Cornerstone has played in helping to drive this superb pharma brand forward within the industry.





Care Newsletter Visual 2 scaled 1

Developing a brand that prides itself on providing quality and value

As part of our creative and brand development programme, Cornerstone helped Care to fully reposition its brand identity to better reflect its position as a leader within the independent UK pharmacy market.

Drawing on our creative teams’ skills and experience, we developed a new look brand identity.

This was rolled out across its trade and consumer channels to reaffirm its No.1 status and re-engage with customers within the trade as well as consumers – the generations of families who have turned to the brand during their times of need.

This was the first step in ensuring a stronger appeal for the brand and a more cohesive visual identity.





Leveraging a proud brand to become louder

Historically Care was seen as a traditional brand within the marketplace and therefore needed to fire up its brand presence to keep the product range front of mind with its target audience of healthcare professionals.

First things first.

We researched and developed a long-term PR and digital media strategy.

We then began targeting the strongest, most relevant publications and organisations across the UK pharmacy market to loudly and proudly promote the brand’s unique and powerful messaging; that Care is the No.1 brand sold through UK pharmacy*, offering one of the most comprehensive ranges of quality, largely UK-manufactured OTC medicines and remedies on the market, for almost every minor health concern.

Our work saw the brand shift swiftly from its ‘traditional’ reputation to having a clear and prominent share of voice within the market.

We achieved a staggering PR audience reach of well over half a million – 580,059 to be precise – across print, online and email marketing in just four months.





Developing digital tools that add real value

Another critical part of our work for Care was to develop digital tools that could add real value for healthcare professionals.

Our aim was to also ramp up the brand’s offering as a crucial pharmacy support partner in what is a rapidly changing primary care landscape due to the NHS emphasis for patients to self-treat minor health conditions.

Our digital innovation commenced with a bespoke built HCP (healthcare professional) website and healthcare learning portal, which offered in-depth search functionality as well as placing information about Care products, free training, patient self-treatment advice, industry insights, retail expertise and POS ordering at the fingertips of pharmacy.

Following a successful launch with users signing up from across the UK, we recently expanded the site to develop an innovative and uniquely free in-store digital signage service for Care’s pharmacy customers.

The custom-built TV platform allows UK pharmacies to sign up and access Care’s TV software to display digital messaging – including product placement visuals and selected Public Health England campaigns – in their stores through the use of WIFI and Smart TV technology.





Ear and Mouth inner mockup

Providing true support through valuable training and personal development

Care’s ethos is simple. To support pharmacy in any way it can, including through the provision of a range of free, expert-developed resources.

It’s continued to do this throughout its existence, but Care has now dramatically increased its offering and embraced digital formats to fit the needs of modern-day pharmacy.

Cornerstone’s head of creative oversaw the redesign of Care’s Pharmacy Assistant Training Programme which offers vital learning on a variety of conditions commonly encountered in pharmacy.

As well as revamping the design of the printed training guides to fit with Care’s contemporary vision, we digitally enhanced the training to make it easily accessible on the new HCP website’s learning portal.

With increasing pressure on pharmacy staff to provide an even wider range of help and advice to patients, providing access to high quality learning is essential.

Cornerstone’s redesign and electronic modification means Care is now in a prime position to provide this valuable resource, via both traditional print versions and its online training portal.

Care’s training is optimised to enable staff to stay fully up to speed and compliant with pharmacy and patient requirements, whenever and wherever they choose.





Care now and in future

The relationship between Cornerstone and Care continued to evolve.

We’re always hungry to be briefed on our next project as well as conceive and conceptualise bright new strategies and solutions to help Care to continue to achieve its marketing-leading objectives.

Cornerstone’s PR, design and digital teams collaborated with Care on a number of on-going campaigns.

We helped to further develop innovative new digital services, PR and sponsorship opportunities, trade engagement, consumer product awareness and meaningful partnerships to help boost the brand to its rightful position within the marketplace.

Care and its products are there to provide TLC – we’d like to think we did the same for a great British brand to be proud of.

 

* For verification, please write to Thornton & Ross HD7 5QH.






Our Work





R4GM

Full service pharmaceutical marketing support



A green rebrand development driving greater good

Recycling plays a huge part in helping to tackle climate change and the significance of this rebrand and new website build certainly wasn’t wasted on us.

With overall responsibility for the ‘greater’ region’s waste recycling, Recycle for Greater Manchester (R4GM) works with local authorities to inspire and encourage people to waste less and recycle more.

Following a successful pitch, we were given the green light to create a full rebrand and a new website for R4GM under the direction of its governing organisation Greater Manchester Waste Disposal Authority (GMWDA).

This was a rebrand that required real consideration and conceptualization – not a mention a little recycling on our behalf…





R4GM Smartphone

Making a positive impact

There’s no doubt recycling is an easy, everyday way for us to have a positive impact on the world.

R4GM’s role is to convey this positive messaging through education and engagement, helping residents to see waste as a valuable resource to help conserve and preserve the planet.

The R4GM branding is essential to its on-going campaign visibility and therefore there were many factors to consider during the design process.

We were tasked with creating a strong brand family.

But that family consists of ‘brands’ already established in their own right – nine Greater Manchester councils.

Each reflects its different key target audiences and the areas they operate in.

The challenge was to incorporate all these individual branding elements to create a new look and feel without deviating too far from R4GM’s existing logo, the widely recognised recycling ‘swoosh’ symbol – that’s where our recycling came in.

We designed a range of logo creative to kick off the project with refinement options to satisfy the core branding requirements.

We pitched these to the client and the selection process began.

The chosen design combined the representative colours of R4GM’s council partners in a format which echoed the shape of the recycling swoosh.

We used focus groups to carry out consumer perception exercises which resulted in tweaks to the final design before R4GM welcomed its new brand family with open arms.





R4GM Ipad




Engaging and effective

We were briefed to develop a highly bespoke website which required a substantial user focus alongside a carefully considered user experience (UX) design.

First and foremost, it needed to be consumer friendly as the public-facing arm of the brand family, conveying key information in the simplest way possible.

The website needed to strike a fine balance; visually appealing while effectively and efficiently communicating the organisation’s crucial messaging.

Research revealed that the majority of visitors accessed the site via Google searches meaning they frequently landed on a range of pages rather than initially seeing the homepage.

Therefore, the website needed to have a cohesive look and feel throughout, pushing strategic calls to action across several of its key pages.

With UX at the forefront we developed a site with well-structured content and information accompanied by a range of touchpoints to highlight the main messaging elements.

Illustrations play a significant part in the design, helping to engage and achieve the brief’s behaviour change objectives.

The website continues to have a hugely positive impact on R4GM’s goals and waste reduction ambitions – driving a change in attitudes and actions to equal genuine environmental effect within its communities and beyond.

 





Working with us

We’re an ethical, reputable, integrated agency providing results driven B2B and B2C projects and campaigns to our clients across a wide range of sectors and industries.

Our expertise spans all marketing disciplines including strategy and research, public relations, design, digital, print production and signage.

To find out more about working with us email client_services@cornerstonedm.co.uk.

You can keep up to speed with our latest client work and industry insights by connecting with Cornerstone Design & Marketing on LinkedIn.






Our Work





NWAS ‘Make the Right Call’

Full service pharmaceutical marketing support



Changing behaviour to ease NHS pressures

Health campaigns are always a highly rewarding aspect of the work we do.

It’s an opportunity to pour our heart, soul and creative minds into a project which has real impact on the organisations we work with and a much wider social impact on the communities they serve.

When we collaborated with North West Ambulance Service (NWAS) on their ‘Make the Right Call’ initiative it was part of a much bigger picture to ease the mounting seasonal pressures on our wonderful NHS services.

Developed to support a national NHS winter campaign, it was designed to help spread key messaging to the public when it comes to making the right healthcare choices during times of ill health.





R4GM Smartphone

Making a positive impact

There’s no doubt recycling is an easy, everyday way for us to have a positive impact on the world.

R4GM’s role is to convey this positive messaging through education and engagement, helping residents to see waste as a valuable resource to help conserve and preserve the planet.

The R4GM branding is essential to its on-going campaign visibility and therefore there were many factors to consider during the design process.

We were tasked with creating a strong brand family.

But that family consists of ‘brands’ already established in their own right – nine Greater Manchester councils.

Each reflects its different key target audiences and the areas they operate in.

The challenge was to incorporate all these individual branding elements to create a new look and feel without deviating too far from R4GM’s existing logo, the widely recognised recycling ‘swoosh’ symbol – that’s where our recycling came in.

We designed a range of logo creative to kick off the project with refinement options to satisfy the core branding requirements.

We pitched these to the client and the selection process began.

The chosen design combined the representative colours of R4GM’s council partners in a format which echoed the shape of the recycling swoosh.

We used focus groups to carry out consumer perception exercises which resulted in tweaks to the final design before R4GM welcomed its new brand family with open arms.





Concepts, tactics, creativity and innovation

When it comes to changing behaviour, tone and messaging are crucial.

After all you want your audience to feel involved, engaged and motivated in the decision-making process.

With that in mind we extended an original messaging idea, which was simply ‘Right Call’, to ‘Make the Right Call’.

This informed the public there was actually a decision to be made and with the right information they could make the right choice for themselves.

With the headline and theme in place, we were able to tie in a cross-channel social media hashtag (#MakeTheRightCall).

We then welcomed back NWAS’s much-loved family of cartoon characters which had won the public’s affection during previous campaigns.





Creative calling

Our designers worked on creating a visual guide to help signpost people to the right service according to their symptoms.

Based on a thermometer with self care at the bottom rising to A&E or 999 at the top of the scale, it was colour-coded to reflect temperature, i.e., blue for colds and sore throats which can be self-treated through to red for chest pains and breathing problems to signify an emergency.

Re-introducing the lovable bunch of NWAS characters wasn’t just to strike a chord with the audience, it also ensured brand consistency across the organisation’s public-facing comms.

Norman, Carol, Suneta, James, Eileen and Phil quickly made a name for themselves in a patient stories animation which we rolled out across social media, the NWAS website and on YouTube.

They also popped up in a series of posters which drew the thermometer visual guide colours into the background to help the public understand the different routes to care.

These were designed to be displayed in GP surgeries and transferred across all marketing collateral including social media, online ads and outdoor banners.

The campaign was also strategically designed to reach out to children as well as their parents, to begin instilling the messaging from an early age.

This was achieved as an additional resource on the ‘Make the Right Call’ microsite – linked to NWAS website – which engaged youngsters by inviting them to colour in one of the cartoon characters and enter it into a competition via social media.





Poster mockup2
Poster mockup

The digital power of persuasion

As this campaign largely hinged on digital elements, we developed a wide-reaching, multi-channel approach including social media, PPC and email marketing to NWAS members and CCGs in a bid to spread the word through brand advocacy.

We embarked on an intensive social media strategy, distributing up to twice a day across NWAS’s Facebook and Twitter accounts.

Accompanied by the hashtag, we used educational and informative messaging to encourage people to ‘Make the Right Call’ supported by quizzes, competitions and a ‘patient story’ series prompting people to click through to the website to discover the outcome of a medical scenario.

Social media efforts were backed by a PPC campaign to target various audience groups by boosting posts as well as using Facebook Ads and Google Ads.

The microsite was the hub of interaction, fed by social media and signposted across all marketing elements.

It was designed to be visually engaging featuring an inbuilt online service finder to assist the care decision-making process and it was optimised to be accessible across mobile, tablet and desktop devices.









Healthy results

The campaign ran for three months and during that time the ‘Make the Right Call’ microsite attracted 2,806 page views, drawing in visitors from every corner of the north west.

Social media achieved incredible results, reaching well over half a million people organically and 267,890 people through paid advertising.

It referred 420 sessions to the microsite and attracted 22,238 new Facebook likes.

The video animation reached almost 267,900 people and received 187,616 views. Norman, Carol, Suneta, James, Eileen and Phil were catapulted to fame!

The awareness impact of this campaign was undoubtably instrumental in helping thousands of people to make the right health care choices and consequently free up the emergency services of NWAS and the NHS for those who really need them.

 





If you’re looking to make the right call on your marketing activities, get in touch.

As a full service marketing agency incorporating design, digital, PR, print production and signage we offer our areas of expertise under strategic partnerships or to compliment the skillsets of in-house teams.

We’re renowned for our strategic and creative approach to achieve efficient, engaging and results-driven outcomes.

To find out more email us at client_services@cornerstonedm.co.uk

Keep up to date with our client work and latest industry insights by connecting with Cornerstone Design & Marketing on LinkedIn.






Our Work





Glo Gym

Full service pharmaceutical marketing support



Gym brand’s glo-ing testament sets tone for strong partnership

When the new gym kid on the health and fitness block first flexed its muscles in Oldham, it chose Cornerstone’s well-honed leisure industry marketeers to strategically partner the venture.

Several years later, that Glo Gym partnership goes from strength to strength – in fact you could say we’ve ‘glo-n’ up together.

Glo Gym was a much-anticipated arrival at Oldham Athletic Football Club’s newly built North Stand.





R4GM Smartphone

Making a positive impact

There’s no doubt recycling is an easy, everyday way for us to have a positive impact on the world.

R4GM’s role is to convey this positive messaging through education and engagement, helping residents to see waste as a valuable resource to help conserve and preserve the planet.

The R4GM branding is essential to its on-going campaign visibility and therefore there were many factors to consider during the design process.

We were tasked with creating a strong brand family.

But that family consists of ‘brands’ already established in their own right – nine Greater Manchester councils.

Each reflects its different key target audiences and the areas they operate in.

The challenge was to incorporate all these individual branding elements to create a new look and feel without deviating too far from R4GM’s existing logo, the widely recognised recycling ‘swoosh’ symbol – that’s where our recycling came in.

We designed a range of logo creative to kick off the project with refinement options to satisfy the core branding requirements.

We pitched these to the client and the selection process began.

The chosen design combined the representative colours of R4GM’s council partners in a format which echoed the shape of the recycling swoosh.

We used focus groups to carry out consumer perception exercises which resulted in tweaks to the final design before R4GM welcomed its new brand family with open arms.





Pitching it right

As with all great campaigns it started with a brief – and due to the momentum of the project, a pitch followed hot on its heels.

We designed and developed a new look and feel for the brand across its core marketing assets – website, marketing campaign and social media ahead of the imminent opening.

With just days to spare, the Cornerstone team worked through the night to hit the website launch deadline, including the integration of its third-party membership booking system named membr.

After hitting the ground running the result was a visually striking, engaging and easily navigable website, fully optimised for mobile devices.

This incredible turnaround paved the way for a relationship which continues to go from strength to strength through our full service offering of ongoing marketing support, social media strategy, design, signage and print production.





Strategy with core strength

This was based on a firm understanding of their proposition, USPs and target audiences to develop a two-pronged marketing strategy.

It centred around attracting new members by resonating with those seeking a motivating and energising environment in which to challenge themselves.

We also focused on retaining existing members through messaging designed to reflect Glo Gym’s sense of community, belonging and camaraderie with the aim of uniting the forces of the Glo Gym team spirit.

The marketing strategy provides an integrated, multi-channel approach with a consistent and compelling proposition to both target audiences

A social media strategy was formed to attract and retain members through engaging content to add value through advice and tips, motivation, entertainment and an opportunity to engage in conversation with followers.

Through well-considered PPC planning we work to attract new members by effectively communicating Glo Gym’s proposition to target audiences based on demographics, lookalike audiences and remarketing to warm leads which previously engaged with the website or related sites.

The membership campaigns employ eye-catching visual aesthetics and compelling messaging.

Imagery always features Glo Gym members – not models! – to ensure our comms continue to resonate and portray the authencity of the brand’s ethos.





We built social media from the ground up, so the audiences currently stand at:

  • Facebook: 2,366 with average monthly reach of 72,500
  • Twitter: 784
  • Insta: 1,300 with average monthly reach of 10,083

 

Average monthly engagement:

  • Facebook: 1%
  • Twitter: 60% (based on the number of likes and retweets divided by number of tweets – not an exact science…)
  • Insta: 4.5%




Helping Glo get that Black Friday feeling

Black Friday is a popular way for the leisure industry to attract new members with some enticing discounts.

We were asked to devise a marketing support strategy to promote Glo Gym’s Black Friday sale.

Cornerstone researched the market, identified key targets and opportunities and pulled together a multi-channel approach to utilise platforms such Google Ads, Bing, Facebook Ads, Twitter and Instagram.

What was planned as a three-day campaign proved so successful it was extended over the next 10 days, gaining 200 new members during the initial period alone to generate an ROI of over 1,400%.

The influx helped Glo Gym exceed all previous sales for a single weekend and went on to seed ongoing loyal membership.

Glogym stairs graphics
Glogym wall graphics




Conceiving an interior design to bring a blank canvas to life, while replicating the look and feel through cohesive exterior signage (and within an extremely tight timescale!) is no mean feat.

It takes real vision and conceptual skill – which is convenient as Cornerstone’s design and production departments have plenty of both.

A key part of the brief was to create something unique, engaging and visually strong, helping to build both brand value and positive consumer perceptions of the gym operator.

The concept needed real impact to showcase the newly launched Glo Gym to a crowd of potential new members during an open weekend.

Our designer Dave has worked on Glo Gym’s branding from the get-go.

So who better to explain his conceptual design genius!

“We started with a blank canvas and even began work on the install while the construction crews were still on site.

“An initial walkthrough with the client weeks earlier allowed us to pinpoint the required signage and graphics throughout the gym.

“The brief was flexible with the only requirement being bold and bright, utilising the pre-existing colour palette.

“The visual was very much based on ‘motivation’ and a sense of ‘movement’ and created to reflect the website and promotional artwork.

“We used a duo-tone colour effect on a series of lifestyle workout images to create the large window graphics to the front of the site. Internally, large chevrons and typography were created to direct you through the gym with motivational quotes along the way.

“The largest element of the internal graphics was a full wrap to the spin studio to add to the immersive atmosphere. It took a full week to install.”

The resulting design hit all the objectives – bold imagery and stand-out graphic elements throughout to create a streamlined customer experience and empowering workout environment.

It involved the installation of custom printed lift vinyls, printed stair tread graphics, external illuminated signage, exterior window vinyls, interior signage, wall vinyls, vinyl cut lettering, acrylic signage and notice boards, and lightboxes – just a few components that went into this huge project.

Thanks to two weeks of 24/7 vinyl printing at our production studio, we delivered the installation on time and on point.

Both the client and the construction team we collaborated with on the project were truly glowing about the design, process and high standard of finish – to the extent that Cornerstone became the favoured supplier for both companies.





The leisure industry has been a core sector for Cornerstone Marketing and Design for well over a decade.

We operate as strategic partners and as an extension to clients’ existing in-house teams through our comprehensive offering of expertise across marketing, public relations, design, digital and production.

We specialise in developing effective, results driven marketing strategies for UK leisure trusts which are specifically designed to help them compete with the industry’s larger national players.

From marketing research and strategy, through to re-brands, marketing audits, creative comms, PR, video, PPC and signage, we’ve helped develop marketing campaigns that not only engage with audiences and convert them into members but bring retention and long-term loyalty.

We’re here to help you make your marketing activities work harder and achieve optimal performance from your existing efforts and investment.

Email us at client_services@cornerstonedm.co.uk.

You can keep in the loop with our client work and latest industry insights by connecting with Cornerstone Design & Marketing on LinkedIn.






Our Work





Kirkham

Full service pharmaceutical marketing support



Helping to rebuild an established property brand

Most new client processes begin in a formal fashion and start with a pitch.

But this one was flipped on its head.

The foundations for our collaboration with one of Oldham’s most established and reputable estate agencies, Kirkham Property, were laid on a role reversal.





Building relationships

Our MD David was originally a vendor client of Kirkham Property which had provided a first-class service in securing the sale of his first home.

He’d built a good friendship with now Partner Oliver Gill and during one of their verbal exchanges, discovered Cornerstone could return the favour.

Here’s David to explain.

“We got on well, talked about each other’s businesses and in the face of property market challenges from the emergence of online estate agencies, they knew they needed to change their image, brand identity, digital presence and marketing approach.

“With that in mind, they came to Cornerstone to see what we could do.”

So that’s how we got on the marketing property ladder.

After six years we have not just climbed a few rungs together, we’ve scaled some inspiring heights.

We’ve helped Kirkham Property to reposition and reinvigorate itself as a business, generating a greater brand presence which has ultimately driven sales and shifted consumer perceptions.

And we now also provide marketing support to their sister firms Kirkham Legal and Kirkham Finance. A full house.

So, let’s tell you how, brick by brick…

Kirkham Logo scaled




Rebranding was key

When Kirkham initially walked through the Cornerstone door, first impressions were focussed on their brand identity.

Great branding is essential for a property firm for obvious reasons. It needs to say everything about the business creatively, succinctly and simply.

Kirkham’s historic blocky yellow ‘K’ on a blue background had become outdated.

At the time, the business was called ‘Alan Kirkham’s’ which gave the impression it was a small set-up – not at all reflective of its scale as an established five-office estate agency not only offering property sales, but also commercial, lettings, financial, legal and conveyancing.

Converting a traditional 30-year-old brand to echo its modern-day expertise and offering required both sensitive and intensive strategic thinking.

On one hand the new identity had to slickly project them as real competitors to their online counterparts and showcase their extensive experience and high-end customer service.

On the other it needed to retain Kirkham’s heritage and presence within the geographical market – not to mention holding on to the reputation it’s affectionally known for.

The ‘K’ was always special, so the new look preserved that distinctive element.

The concept was based around refreshing the branding, adopting both simplicity and a clean typograph style to provide a truly modern aesthetic.

It drew on three colours to represent each of Kirkham’s three services which would then be replicated across its new office signage, website and literature.

We took the bold step of renaming the business Kirkham Property while identifying the core divisions of the business, ‘Property. Legal. Financial’.

We then developed a strapline with purposeful punctuation to highlight these integrated services, values and position statement: All. Together. Better.

It has dual meanings; ‘Together, all the parts of the business provide a better service’ and ‘Within the market, they’re arguably better than the competition’.

The strap may have different meanings to different people, but it’s undoubtably served Kirkham well.

Rebranding on this scale is a radical change for a client so we ran briefing and launch sessions with the Kirkham team to ensure they understood the evolution, new tone of voice, positioning and reasoning behind it.





A website definitely worth viewing

Engaging and effective marketing is an essential element to the property selling sector, particularly online.

Vendors and buyers are crucial but attracting them isn’t easy in such a highly competitive market.

Newspaper advertising and estate agents’ windows have largely made way for online browsing when it comes to searching for properties.

Kirkham’s website wasn’t in line with its contemporary rebranding and neither was it strong enough to face off competition from other locally based agents or national online players.

We redeveloped the website, adding API integrations into their property management software to allow property listings to be fed live to the site in real time, with no need for manual input.

Based on the new design elements, we created an engaging and highly functioning site which strengthened brand perception and drastically improved the user journey and experience.

And thanks to its in-built longevity it continues to give them a competitive edge.





Kirkham Brochure scaled






Shouting it from the rooftops

Consumer awareness and understanding is critical to a successful rebrand.

And well-considered and comprehensive digital and public relations strategies are crucial to rolling that out.

We launched social media and PPC campaigns, PR to engage local media and print and online advertising to herald the new branding, introducing consumers to the changes and the wider product offering.

We also produced signage which was installed over the course of a very cold December, ready for one of their main sales and lettings seasons – the new year.

The results were outstanding, and we grew brand presence and share of voice within the local market.

The digital campaign grew their online presence, raising SEO value, social reach and engagement.

We introduced email marketing and PPC to their promotional armoury to help deliver outstanding end results and audience reach.







Completion? Not quite

Kirkham Property is one of our highly valued retainer clients, gladly taking advantage of our full-service offering of design, marketing, digital, PR and print production, month in, month out.

A strong social media strategy supports their digital output and continues to yield outstanding results alongside a new venture into SEO work on its website.

  • Over the last four years organic site traffic has increased on average by 5% YOY, this year more than ever.
  • And 2020’s SEO launch has saw a 20% YOY increase.
  • The Kirkham Property Facebook page audience grew 124% YOY organically and reach was up 28% YOY during 2020.
  • Facebook posts now reach around 10,000 people a month organically and following continues to grow alongside an on-going rise in following and engagement on Twitter.
  • With a focus on promoting their residential portfolio, each post sees an average of around 100 click-throughs to its website property page and up to 600 click-throughs for particularly desirable homes.






Working with us

We continue to support on the PR front with monthly Kirkham expert-led advertorials in a local newspaper and create engaging social media comms to attract the attention of property seekers and sellers on a weekly basis.

Overall thanks to our integrated, long-term marcomms strategies we’ve accelerated awareness across all divisions of Kirkham Property to help them achieve the elevated position they’re in today.

If you’re sold on our full service offering and want to gain outstanding results from your marketing investment, email client_services@cornerstonedm.co.uk

Find out more about our client work and latest industry insights by connecting with Cornerstone Design & Marketing on LinkedIn.






Our Work





We Love MCR

Full service pharmaceutical marketing support



A website project with greater good at its heart

  • We love the opportunity to be involved with a very worthy cause.
  • And we love to ‘bee’ involved in projects which showcase and inspire our wider greater Mancunian community.

The ‘We Love MCR Charity’ ticks both boxes!

As well as highlighting Manchester’s incredible generosity through fund raising, it’s a charity devoted to supporting people and communities to thrive and grow, whatever the challenges.

View website





R4GM Smartphone

Making a positive impact

There’s no doubt recycling is an easy, everyday way for us to have a positive impact on the world.

R4GM’s role is to convey this positive messaging through education and engagement, helping residents to see waste as a valuable resource to help conserve and preserve the planet.

The R4GM branding is essential to its on-going campaign visibility and therefore there were many factors to consider during the design process.

We were tasked with creating a strong brand family.

But that family consists of ‘brands’ already established in their own right – nine Greater Manchester councils.

Each reflects its different key target audiences and the areas they operate in.

The challenge was to incorporate all these individual branding elements to create a new look and feel without deviating too far from R4GM’s existing logo, the widely recognised recycling ‘swoosh’ symbol – that’s where our recycling came in.

We designed a range of logo creative to kick off the project with refinement options to satisfy the core branding requirements.

We pitched these to the client and the selection process began.

The chosen design combined the representative colours of R4GM’s council partners in a format which echoed the shape of the recycling swoosh.

We used focus groups to carry out consumer perception exercises which resulted in tweaks to the final design before R4GM welcomed its new brand family with open arms.





An industrious development

Working alongside the Lord Mayor’s charity, Manchester City Council commissioned us to create a new bespoke website to front its compassionate campaign.

It needed to be better targeted towards the charity’s stakeholders, users and the media to help raise the charity’s profile and visibility while creating a much-improved user experience and perception of the organisation.

The previous site lacked flexibility, so we ensured its successor was user-focused and developed on a more adaptable and accessible platform.

It needed to incorporate key functionalities such as newsletter subscriptions (GDPR compliant), social media integrations, internal staff portal, an online donation link and a grant application page.

In other words, in true Mancunian style, it had to be all-singing, all-dancing, loud, proud, innovative, and hard-working, not mention completely reflective of the charity’s incredible ethos and pivotal role.



WeLoveMCR Image3
WeLoveMCR Image2




What’s not to love about a project like this?

A UX (user experience) discovery workshop is a great place to start on projects like this, helping us to establish those essential audience insights which are crucial to the design and development process.

From there we mapped out personas of each user group to capture their goals and information requirements in detail.

We drew up site maps, wireframes and content plans before our highly experienced designer Nic took over the reins to create the visual element of the site.

Take it away Nic…

“I couldn’t wait to get started on this design. It was so very rewarding to work on and to be a part of a project that has such a positive, community-based impact on my home city.

“In terms of the design I wanted to keep it clean, fresh and as simple as possible to allow the imagery, impressive stats and information do the talking. I achieved this through keeping the colour pallet to a minimum and through the use of a simple, clean yet strong font family.

“It was great to see my design brought to life through the coding wizardry of our dev team and to hear of the on-going impact our work continues to have on this exceptionally worthy cause.”





Poster mockup2
Poster mockup

The digital power of persuasion

As this campaign largely hinged on digital elements, we developed a wide-reaching, multi-channel approach including social media, PPC and email marketing to NWAS members and CCGs in a bid to spread the word through brand advocacy.

We embarked on an intensive social media strategy, distributing up to twice a day across NWAS’s Facebook and Twitter accounts.

Accompanied by the hashtag, we used educational and informative messaging to encourage people to ‘Make the Right Call’ supported by quizzes, competitions and a ‘patient story’ series prompting people to click through to the website to discover the outcome of a medical scenario.

Social media efforts were backed by a PPC campaign to target various audience groups by boosting posts as well as using Facebook Ads and Google Ads.

The microsite was the hub of interaction, fed by social media and signposted across all marketing elements.

It was designed to be visually engaging featuring an inbuilt online service finder to assist the care decision-making process and it was optimised to be accessible across mobile, tablet and desktop devices.





As an ethical, full-service agency built on results, reputation, reliability and relationships we work alongside a host of charities and organisations, the NHS, consumer healthcare and the life science sector to help them achieve their marketing goals and ambitions.

Our integrated offering enables us to offer expertise across a wide range of marketing services including strategy and research, design, digital, public relations, print production and signage.

From an extension to in-house teams to strategic partnerships, we provide flexible and adaptable solutions to support all marcomms activities regionally, nationally and globally.

To find out more, email us at clients_services@cornerstonedm.co.uk

You can keep up to date with our client work and latest industry insights by connecting with Cornerstone Design & Marketing on LinkedIn.






Our Work





NWAS Star in a car

Full service pharmaceutical marketing support



Award winning PR for NWAS’s Star in a Car campaign

A worthy campaign with a very worthy outcome, North West Ambulance Service’s (NWAS) ‘Star in a Car’ recruitment drive is a shining example of our award-winning work.

We collaborated with NWAS to help them rev up their regional search for volunteer car drivers to transport patients to routine hospital appointments.

The delivery and outstanding outcome of Star in a Car earned a gold accolade in the Public Sector Campaign category of the Chartered Institute of Public Relations’ 2019 North West PRide Awards.

As the UK’s most prestigious nationwide awards scheme – which recognises excellence in public relations and communications – judges said they were ‘impressed by how the team reached out beyond its traditional supporters, using innovative social media channels to really engage a younger audience with the work this essential public service delivers,’ adding ‘overall this was an excellent campaign fully deserving of success’.

Here’s how we reached out to the everyday heroes who became the stars of those cars and clinched that special accolade…





R4GM Smartphone

Making a positive impact

There’s no doubt recycling is an easy, everyday way for us to have a positive impact on the world.

R4GM’s role is to convey this positive messaging through education and engagement, helping residents to see waste as a valuable resource to help conserve and preserve the planet.

The R4GM branding is essential to its on-going campaign visibility and therefore there were many factors to consider during the design process.

We were tasked with creating a strong brand family.

But that family consists of ‘brands’ already established in their own right – nine Greater Manchester councils.

Each reflects its different key target audiences and the areas they operate in.

The challenge was to incorporate all these individual branding elements to create a new look and feel without deviating too far from R4GM’s existing logo, the widely recognised recycling ‘swoosh’ symbol – that’s where our recycling came in.

We designed a range of logo creative to kick off the project with refinement options to satisfy the core branding requirements.

We pitched these to the client and the selection process began.

The chosen design combined the representative colours of R4GM’s council partners in a format which echoed the shape of the recycling swoosh.

We used focus groups to carry out consumer perception exercises which resulted in tweaks to the final design before R4GM welcomed its new brand family with open arms.





Concepts, tactics, creativity and innovation

When it comes to changing behaviour, tone and messaging are crucial.

After all you want your audience to feel involved, engaged and motivated in the decision-making process.

With that in mind we extended an original messaging idea, which was simply ‘Right Call’, to ‘Make the Right Call’.

This informed the public there was actually a decision to be made and with the right information they could make the right choice for themselves.

With the headline and theme in place, we were able to tie in a cross-channel social media hashtag (#MakeTheRightCall).

We then welcomed back NWAS’s much-loved family of cartoon characters which had won the public’s affection during previous campaigns.





Creative calling

Our designers worked on creating a visual guide to help signpost people to the right service according to their symptoms.

Based on a thermometer with self care at the bottom rising to A&E or 999 at the top of the scale, it was colour-coded to reflect temperature, i.e., blue for colds and sore throats which can be self-treated through to red for chest pains and breathing problems to signify an emergency.

Re-introducing the lovable bunch of NWAS characters wasn’t just to strike a chord with the audience, it also ensured brand consistency across the organisation’s public-facing comms.

Norman, Carol, Suneta, James, Eileen and Phil quickly made a name for themselves in a patient stories animation which we rolled out across social media, the NWAS website and on YouTube.

They also popped up in a series of posters which drew the thermometer visual guide colours into the background to help the public understand the different routes to care.

These were designed to be displayed in GP surgeries and transferred across all marketing collateral including social media, online ads and outdoor banners.

The campaign was also strategically designed to reach out to children as well as their parents, to begin instilling the messaging from an early age.

This was achieved as an additional resource on the ‘Make the Right Call’ microsite – linked to NWAS website – which engaged youngsters by inviting them to colour in one of the cartoon characters and enter it into a competition via social media.





Poster mockup2
Poster mockup

The digital power of persuasion

As this campaign largely hinged on digital elements, we developed a wide-reaching, multi-channel approach including social media, PPC and email marketing to NWAS members and CCGs in a bid to spread the word through brand advocacy.

We embarked on an intensive social media strategy, distributing up to twice a day across NWAS’s Facebook and Twitter accounts.

Accompanied by the hashtag, we used educational and informative messaging to encourage people to ‘Make the Right Call’ supported by quizzes, competitions and a ‘patient story’ series prompting people to click through to the website to discover the outcome of a medical scenario.

Social media efforts were backed by a PPC campaign to target various audience groups by boosting posts as well as using Facebook Ads and Google Ads.

The microsite was the hub of interaction, fed by social media and signposted across all marketing elements.

It was designed to be visually engaging featuring an inbuilt online service finder to assist the care decision-making process and it was optimised to be accessible across mobile, tablet and desktop devices.





As a full-service marketing agency we offer our services under strategic partnerships or to compliment the skillsets of in-house teams.

We’re renowned for our strategic and creative approach to achieve efficient, engaging and results-driven outcomes.

To find out more email us at client_services@cornerstonedm.co.uk

Keep up to date with our client work and latest industry insights by connecting with Cornerstone Design & Marketing on LinkedIn






Our Work





LTE

Full service pharmaceutical marketing support



Not only do we have the honour of having one of Europe’s leading manufacturers and suppliers of laboratory and medical equipment on our Cornerstone doorstep, we’re also privileged to be associated with its impressive growth and expansion.

Manufacturing is a core sector for our agency and LTE Scientific, based in Greenfield, Oldham, was among the key drivers of our successful industry portfolio as one of our original clients almost a decade ago.

LTE is both well established and well respected within the science and medical industries, manufacturing and supplying a superior range of steam sterilisation systems and thermal processing equipment to public and private life science and medical sectors.

LTE device mockup scaled




About LTE

Regarded as industry specialists, designing and manufacturing in-house, LTE is also renowned for exceptional after-sales support, providing expert service/testing of laboratory and medical equipment.

Established over 60 years ago, the family-run firm has seen significant growth and investment in recent times.

During the first wave of the Covid-19 pandemic it rose to the unprecedented challenge of urgent autoclave supply and installation to allow the critical commencement of coronavirus testing at a ‘lighthouse’ laboratory in Alderley Park, Cheshire – a science park offering the widest range of scientific services in the UK. It also secured further business with one of the upcoming UK vaccine manufacturers to provide special sterilisers to assist in bulk vaccine production.

And it’s maintained demand and production throughout the virus outbreak to enable it to continue to supply its essential equipment and service to healthcare providers and laboratories across the UK.

Here’s how we’ve been helping LTE – a retainer client drawing on the support of a wide range of our marketing services including digital, design, PR and video production – to maintain its presence on a national and global scale.





A website definitely worth viewing

Engaging and effective marketing is an essential element to the property selling sector, particularly online.

Vendors and buyers are crucial but attracting them isn’t easy in such a highly competitive market.

Newspaper advertising and estate agents’ windows have largely made way for online browsing when it comes to searching for properties.

Kirkham’s website wasn’t in line with its contemporary rebranding and neither was it strong enough to face off competition from other locally based agents or national online players.

We redeveloped the website, adding API integrations into their property management software to allow property listings to be fed live to the site in real time, with no need for manual input.

Based on the new design elements, we created an engaging and highly functioning site which strengthened brand perception and drastically improved the user journey and experience.

And thanks to its in-built longevity it continues to give them a competitive edge.





Kirkham Brochure scaled






Shouting it from the rooftops

Consumer awareness and understanding is critical to a successful rebrand.

And well-considered and comprehensive digital and public relations strategies are crucial to rolling that out.

We launched social media and PPC campaigns, PR to engage local media and print and online advertising to herald the new branding, introducing consumers to the changes and the wider product offering.

We also produced signage which was installed over the course of a very cold December, ready for one of their main sales and lettings seasons – the new year.

The results were outstanding, and we grew brand presence and share of voice within the local market.

The digital campaign grew their online presence, raising SEO value, social reach and engagement.

We introduced email marketing and PPC to their promotional armoury to help deliver outstanding end results and audience reach.





As the hub of LTE’s sales and marketing activities we developed a tactical digital approach to heighten search visibility and drive traffic to the site.

This was hinged on an ongoing SEO and PPC strategy designed to generate high quality reach and traffic while consistently improving Google search rankings.

Within 12 months SEO increased the number of new users by 43%, page sessions by 35% and the ranking of keywords by 15%.

PPC saw astounding results securing a 262% increase in traffic and an increase of 2.39 million impressions.

It reduced the average CPC (cost per click) by 38% and increased CTR by 0.5%.

The overall holistic strategy developed for LTE saw a direct traffic increase of 94%, confirming a huge online shift for LTE which led to them far out-performing competitor sites whilst dramatically increasing reach and engagement.







Developing meaningful relationships

In 2020 we expanded our service offering to include PR, targeting trade media and local, regional and national news and business media outlets to announce LTE business developments, product expansions and industry insights.

We’re also developing a series of blogs and case studies for the website as well as exploring opportunities to expand their online video library following our production of a short video case study into an autoclave installation for the Royal Liverpool Hospital.

Initial results into shining an industry-wide and news media spotlight on LTE via two press releases into Covid-related developments, business expansion and a new product offering secured an audience reach of around 400,000.

This included coverage in industry titles such as the Health Estate Journal, the Clinical Services Journal and Labmate alongside The Business Insider North West and local newspapers such as The Oldham Times.

As part of our on-going PR strategy for LTE the exposure helped to further brand awareness within LTE’s target sectors and among local and regional business audiences.

It also enabled us to develop those all-important valuable relationships with key media contacts.

Providing comprehensive marketing service including design, digital, PR, print production and signage we offer our areas of expertise under strategic partnerships or to compliment the skillsets of in-house teams.

We’re renowned for our strategic and creative approach to achieving efficient, engaging and results-driven outcomes.

To find out more email us at client_services@cornerstonedm.co.uk.

Keep up to date with our client work and latest industry insights by connecting with Cornerstone Design & Marketing on LinkedIn






Our Work





MCRC

Full service pharmaceutical marketing support



When creativity and world class science collide

Manchester has been a beating heart of global health innovation and pioneering scientific discovery for over 100 years.

Manchester Cancer Research Centre (MCRC) is undoubtably one of its most impressive achievements, driving forward the science to transform the clinical care of cancer patients regionally, nationally and worldwide.

We’ve worked with MCRC since it was established by its founding partners The University of Manchester, Cancer Research UK and The Christie NHS Foundation Trust in 2006.

It’s a partnership we’re hugely proud of and, as you’ll discover, it’s for much more than professional reasons.

To be involved with such a revered and iconic institution among Manchester’s strong cancer research heritage is a real privilege.

And the fact that it’s on our doorstep highlights the incredible role our region continues to play in shaping the future while making such an amazing difference to so many lives.





Here some of the key milestones that have been achieved right here in Manchester!

  • 1917 – discovery of the nuclear model of the atom – Ernest Rutherford
  • 1932 – development of the Manchester Method, the first international standard for radium treatment
  • 1944 – world’s first clinical trial of diethylstilbestrol (Stilboestrol) for breast cancer – Edith Paterson
  • 1948 – world’s first randomised trial in cancer: adjuvant ovarian irradiation – Ralston Paterson
  • 1948 – world’s first stored-program computer (‘Baby’) – Frederic Williams, Tom Kilburn and Geoff Tootill
  • 1970 – world’s first clinical use of tamoxifen (Nolvadex) for breast cancer – Moya Cole and Ian Todd
  • 1987 – world’s first pre-surgical use of tamoxifen – Andrew Baildam and Tony Howell
  • 1986 – world’s first use of cultured bone marrow for leukaemia treatment
  • 1991 – world’s first single harvest blood stem-cell transplant
  • 2002 – world’s first clinical use of image guided radiotherapy on a radiotherapy machine




R4GM Smartphone

Making a positive impact

There’s no doubt recycling is an easy, everyday way for us to have a positive impact on the world.

R4GM’s role is to convey this positive messaging through education and engagement, helping residents to see waste as a valuable resource to help conserve and preserve the planet.

The R4GM branding is essential to its on-going campaign visibility and therefore there were many factors to consider during the design process.

We were tasked with creating a strong brand family.

But that family consists of ‘brands’ already established in their own right – nine Greater Manchester councils.

Each reflects its different key target audiences and the areas they operate in.

The challenge was to incorporate all these individual branding elements to create a new look and feel without deviating too far from R4GM’s existing logo, the widely recognised recycling ‘swoosh’ symbol – that’s where our recycling came in.

We designed a range of logo creative to kick off the project with refinement options to satisfy the core branding requirements.

We pitched these to the client and the selection process began.

The chosen design combined the representative colours of R4GM’s council partners in a format which echoed the shape of the recycling swoosh.

We used focus groups to carry out consumer perception exercises which resulted in tweaks to the final design before R4GM welcomed its new brand family with open arms.





An industrious development

Working alongside the Lord Mayor’s charity, Manchester City Council commissioned us to create a new bespoke website to front its compassionate campaign.

It needed to be better targeted towards the charity’s stakeholders, users and the media to help raise the charity’s profile and visibility while creating a much-improved user experience and perception of the organisation.

The previous site lacked flexibility, so we ensured its successor was user-focused and developed on a more adaptable and accessible platform.

It needed to incorporate key functionalities such as newsletter subscriptions (GDPR compliant), social media integrations, internal staff portal, an online donation link and a grant application page.

In other words, in true Mancunian style, it had to be all-singing, all-dancing, loud, proud, innovative, and hard-working, not mention completely reflective of the charity’s incredible ethos and pivotal role.





WeLoveMCR Image3
WeLoveMCR Image2




Poster mockup2
Poster mockup

The digital power of persuasion

As this campaign largely hinged on digital elements, we developed a wide-reaching, multi-channel approach including social media, PPC and email marketing to NWAS members and CCGs in a bid to spread the word through brand advocacy.

We embarked on an intensive social media strategy, distributing up to twice a day across NWAS’s Facebook and Twitter accounts.

Accompanied by the hashtag, we used educational and informative messaging to encourage people to ‘Make the Right Call’ supported by quizzes, competitions and a ‘patient story’ series prompting people to click through to the website to discover the outcome of a medical scenario.

Social media efforts were backed by a PPC campaign to target various audience groups by boosting posts as well as using Facebook Ads and Google Ads.

The microsite was the hub of interaction, fed by social media and signposted across all marketing elements.

It was designed to be visually engaging featuring an inbuilt online service finder to assist the care decision-making process and it was optimised to be accessible across mobile, tablet and desktop devices.










Our Work





Aguri

Full service pharmaceutical marketing support



The marketing engine driving a motoring tech brand

We’re been on a real journey with motoring technology specialist Aguri.

What started out as a venture to refresh their brand identity and develop a new website turned into a long-haul partnership under which we now provide a full-service marketing mix on a monthly basis.

But let’s reverse a little.

Aguri supply specialised technology for motorists, including sat navs, dash cams and speed trap detectors built for trucks, buses, coaches and motorhomes.

With world leading sat nav mapping software and unique products, Aguri approached Cornerstone to help it achieve a renewed vision of amplifying its innovative and high-quality offering.

So, let’s get up to speed…





Aguri laptop visual

Road mapping the goals and objectives

Aguri’s aim was to increase brand and product awareness to their key audiences and ultimately drive sales.

We proposed a year-long fully integrated marketing strategy to allow Aguri to sustainably build their website and develop brand awareness over time.

We placed streamlined customer journeys at the forefront of the strategy, including clear messaging to highlight its strengths including excellent customer service and innovative and reliable product range.

We evaluated their existing brand and web presence and developed a new website with e-commerce and intelligent features including a compare product tool and live chat function to make the buying process smoother.





Driving web traffic

 

  • During the first 12 months from launch there was an impressive 11.89% year-on-year increase in transactions and a 3.58% increase in revenue.
  • By improving SEO and optimising key words, we quickly pushed Aguri to the top of the Google rankings – a shift of 477 places – and gained 591 places on Bing.
  • Position-based conversions were up 26.68% on the organic traffic channel, up 5.74% from paid search, and up 59.39% on social.
  • The website design and functionality gave Aguri a strong visual identity, increasing web visits by 22% and reducing bounce rates by 99%.






Steering brand awareness and reputation

With the Aguri website motoring we focused on its traffic slip roads, targeting audiences through social, PR and digital channels including PPC (pay-per-click) advertising.

Through its social media channels, we showcased Aguri’s products and service quality, significantly increasing following by up to 11,350% and reach on LinkedIn by 521.4%.

We generated PR exposure in three leading industry magazines, Camping and Caravanning Club, What Motorhome and Trucking Magazine, which featured and reviewed two Aguri products.

Alongside achieving audience reach of around 400,000-plus readers in print, online and on social media these positive reviews projected Aguri as a highly credible leader in the road technology sector.

Aguri tablet and mobile visual




As the hub of LTE’s sales and marketing activities we developed a tactical digital approach to heighten search visibility and drive traffic to the site.

This was hinged on an ongoing SEO and PPC strategy designed to generate high quality reach and traffic while consistently improving Google search rankings.

Within 12 months SEO increased the number of new users by 43%, page sessions by 35% and the ranking of keywords by 15%.

PPC saw astounding results securing a 262% increase in traffic and an increase of 2.39 million impressions.

It reduced the average CPC (cost per click) by 38% and increased CTR by 0.5%.

The overall holistic strategy developed for LTE saw a direct traffic increase of 94%, confirming a huge online shift for LTE which led to them far out-performing competitor sites whilst dramatically increasing reach and engagement.








Our Work





Active Tameside

Full service pharmaceutical marketing support



Unified branding that gives all the right trust signals

You’ve heard the phrase ‘Great oaks from little acorns grow’?

Well, our collaboration with one of Greater Manchester’s largest leisure trusts was along those lines.

Active Tameside operates leisure centres, children’s attractions and community schemes throughout its metropolitan borough.

The trust initially approached us to create a new website.

But once we’d unearthed the breadth and depth of its structure and offering, we knew there was so much more we could do to elevate and differentiate this caring and supportive not-for-profit charitable organisation.

That’s when the green shoots of a full-service partnership began to sprout…





R4GM Smartphone

Making a positive impact

There’s no doubt recycling is an easy, everyday way for us to have a positive impact on the world.

R4GM’s role is to convey this positive messaging through education and engagement, helping residents to see waste as a valuable resource to help conserve and preserve the planet.

The R4GM branding is essential to its on-going campaign visibility and therefore there were many factors to consider during the design process.

We were tasked with creating a strong brand family.

But that family consists of ‘brands’ already established in their own right – nine Greater Manchester councils.

Each reflects its different key target audiences and the areas they operate in.

The challenge was to incorporate all these individual branding elements to create a new look and feel without deviating too far from R4GM’s existing logo, the widely recognised recycling ‘swoosh’ symbol – that’s where our recycling came in.

We designed a range of logo creative to kick off the project with refinement options to satisfy the core branding requirements.

We pitched these to the client and the selection process began.

The chosen design combined the representative colours of R4GM’s council partners in a format which echoed the shape of the recycling swoosh.

We used focus groups to carry out consumer perception exercises which resulted in tweaks to the final design before R4GM welcomed its new brand family with open arms.







The acorn

Granted, it’s big acorn but the new website planted the seed of a strategic partnership which continues to flourish and branch out.

Active Tameside were looking for a complete redesign of their WordPress website to improve usability, provide more cohesion between their various venues, generate better brand positioning, boost speed and bolster security.

We designed and developed the new site on a bespoke built framework, putting UX at its heart.

This involved reworking the sitemap structure, designing over 20 webpage formats, and streamlining the process of searching, booking and paying through their website via complex API integrations with back office systems.

We identified three main calls-to-action from existing users’ habits and highlighted these on the website to drive enquiries and sales.

To unify their venues, we drew in data from Active Tameside’s various centres into the main website, uniquely introducing a way to connect all 10 sites under one website roof.

This allowed staff from all locations to use one simple system to add classes and manage members, which would automatically update various pages of the website, cutting down their administration time and hosting and web maintenance fees.

The website includes intuitive flourishes such as accordions to display depth of information succinctly, filter systems, plus a careers page with a filter system and text memory.

After launching in September 2018, Active Tameside gained huge online traction, improving web sessions by 11% and pages per session by 29%.

The finished product and refined branding helped to give the trust a strong and unified presence to rival its commercial competitors.





Socially not awkward

 

Social media is a key marketing tool for leisure operators and presents them great opportunities to reach out and engage with members and customers and showcase its offerings.

We focussed on renewed efforts across Active Tameside’s social channels and thanks to lively, entertaining and informative content, audience and engagement quickly grew to create an invested digital community.

  • There was a 51% rise in web sessions via social media and a 15% increase in pages visited per session.
  • Facebook engagement increased by 87% with a healthy 16% of these being shares, showing that Active Tameside’s content continues to reach wider audiences.
  • Facebook reach has also risen significantly by 265% since paid adverts were introduced, with the top post reaching 4,674 people with 266 clicks.

These significant results exemplify how a unified brand across marketing activities can strengthen consumer perceptions and ultimately improve brand engagement.





The oak

From all of the above a marketing retainer grew. We now provide Active Tameside with a comprehensive range of marketing services through a monthly retainer.

It includes marketing strategy, social media, PR and copywriting, design, email marketing, regular multi-channel campaigns, digital reporting and web maintenance – all within one neat and tidy retainer package overseen by a dedicated account manager.

And let’s not forget our production department.

The re-brand was also an opportunity for Active Tameside to take advantage of our in-house print service which designed, produced and installed new signage across all its centres including bold and eye-catching internal graphics for the brand-new Tameside Wellness Centre bowling attraction.

When venues reopened following the first wave of the pandemic we designed and produced its in-centre safety signage within the tightest deadlines.

We’ve also created high quality videos for its annual reports and to promote its community outreach services as well as in-centre photography.

You get the picture.

We have a reputable and long-established and history of helping leisure trusts across the UK to develop strong and effective marketing strategies, allowing them to compete with larger national players.

To find out about working with us call us on 0161 213 9941 or email us at clients@cornerstonedm.co.uk.

You can keep up to date with our client work and latest industry insights by connecting with Cornerstone Design & Marketing on LinkedIn






Our Work





Chorley Building Society

Full service pharmaceutical marketing support



Marketing success by mutual agreement

Over a century and a half of heritage is definitely something worth investing in – particularly if you’re a building society.

And that’s exactly what we helped Chorley Building Society (CBS) to do.

With their 160th anniversary looming, CBS approached us to help them market their major milestone.

Remaining true to its traditional values as a branch-based independent mutual society, CBS was originally founded to help local mill workers buy their homes.

The anniversary was an opportunity to not only demonstrate its heritage, longevity and financial offering but also the positive impact it’s had on the local communities.

CBS is a long-standing fundraiser and supporter of worthy causes within its Lancashire locality, so this was certainly a great occasion to be loud and proud.





Chorley Building Society website phone visual

Developing an easy access campaign

A marketing plan which encapsulated the society’s success, great value product offering, and philanthropic ethos was pivotal to marking CBS’s outstanding anniversary achievement.

Aimed at existing and prospective members, campaign creative focussed on the theme ‘At the heart of the community for 160 years’.

Using simple, relatable saving and mortgage product messaging, in branch literature, leaflets, posters and online banners were designed to resonate with the daily lives of audiences while conveying a spirit of community togetherness.

Trust signals were a central focus of the promotional campaign demonstrating stability, longevity, reliability and dependability, evoking consistency and permanence against a backdrop of an ever-changing world.





Creative calling

Our designers worked on creating a visual guide to help signpost people to the right service according to their symptoms.

Based on a thermometer with self care at the bottom rising to A&E or 999 at the top of the scale, it was colour-coded to reflect temperature, i.e., blue for colds and sore throats which can be self-treated through to red for chest pains and breathing problems to signify an emergency.

Re-introducing the lovable bunch of NWAS characters wasn’t just to strike a chord with the audience, it also ensured brand consistency across the organisation’s public-facing comms.

Norman, Carol, Suneta, James, Eileen and Phil quickly made a name for themselves in a patient stories animation which we rolled out across social media, the NWAS website and on YouTube.

They also popped up in a series of posters which drew the thermometer visual guide colours into the background to help the public understand the different routes to care.

These were designed to be displayed in GP surgeries and transferred across all marketing collateral including social media, online ads and outdoor banners.

The campaign was also strategically designed to reach out to children as well as their parents, to begin instilling the messaging from an early age.

This was achieved as an additional resource on the ‘Make the Right Call’ microsite – linked to NWAS website – which engaged youngsters by inviting them to colour in one of the cartoon characters and enter it into a competition via social media.





Concepts, tactics, creativity and innovation

When it comes to changing behaviour, tone and messaging are crucial.

After all you want your audience to feel involved, engaged and motivated in the decision-making process.

With that in mind we extended an original messaging idea, which was simply ‘Right Call’, to ‘Make the Right Call’.

This informed the public there was actually a decision to be made and with the right information they could make the right choice for themselves.

With the headline and theme in place, we were able to tie in a cross-channel social media hashtag (#MakeTheRightCall).

We then welcomed back NWAS’s much-loved family of cartoon characters which had won the public’s affection during previous campaigns.





Whether it’s a standout project or ongoing campaign we provide our full service marketing expertise to numerous sectors and industries.

Through our integrated offering – including strategy, design, digital, PR and print production – we work as either an extension to in-house marketing teams or as strategic partner, providing flexible and adaptable solutions to support all marcomms activities regionally, nationally and globally.

To find out more about working with us call 0161 213 9941 or email us at client_services@cornerstonedm.co.uk.

You can keep up to date with our client work and latest industry insights by connecting with Cornerstone Design & Marketing on LinkedIn.

Chorley Building Society Summary Statement





Our Work





PlasticFree GM

Full service pharmaceutical marketing support



Helping to develop a plastic free future

Let’s start with a couple of ‘did you knows’.

  • Plastic straws are used for an average of 20 minutes but can take over 400 years to degrade.
  • Up to seven million coffee cups are thrown away every day in the UK.

Staggering environmental facts which you may already know if you’ve visited the PlasticFreeGM website.

If you haven’t, you possibly didn’t know – but you do now. See, you learn something new every day.

Why are we telling you this? Because we designed and developed the website.

We were also shocked to hear that scientists predict there will be more plastic than fish in the ocean by 2050 if we don’t change our habits.

There were more than enough incentives to get cracking on this very worthy project.

View website





R4GM Smartphone

Making a positive impact

There’s no doubt recycling is an easy, everyday way for us to have a positive impact on the world.

R4GM’s role is to convey this positive messaging through education and engagement, helping residents to see waste as a valuable resource to help conserve and preserve the planet.

The R4GM branding is essential to its on-going campaign visibility and therefore there were many factors to consider during the design process.

We were tasked with creating a strong brand family.

But that family consists of ‘brands’ already established in their own right – nine Greater Manchester councils.

Each reflects its different key target audiences and the areas they operate in.

The challenge was to incorporate all these individual branding elements to create a new look and feel without deviating too far from R4GM’s existing logo, the widely recognised recycling ‘swoosh’ symbol – that’s where our recycling came in.

We designed a range of logo creative to kick off the project with refinement options to satisfy the core branding requirements.

We pitched these to the client and the selection process began.

The chosen design combined the representative colours of R4GM’s council partners in a format which echoed the shape of the recycling swoosh.

We used focus groups to carry out consumer perception exercises which resulted in tweaks to the final design before R4GM welcomed its new brand family with open arms.





As an ethical, full-service agency built on results, reputation, reliability and relationships we work alongside a number of local authority organisations, the NHS, consumer healthcare and the life science sector to help them achieve their marketing goals and ambitions.

Our integrated offering enables us to offer expertise across a wide range of marketing services including strategy and research, design, digital, public relations, print production and signage.

From an extension to in-house teams to strategic partnerships, we provide flexible and adaptable solutions to support all marcomms activities regionally, nationally and globally.

To find out more about working with us call 0161 213 9941 or email us at client_services@cornerstonedm.co.uk.

You can keep up to date with our client work and latest industry insights by connecting with Cornerstone Design & Marketing on LinkedIn.








Our Work