GM Green City

Active, clean and green spaces for everyone



A bespoke website to communicate GM’s vision for a greener future

Greater Manchester is adopting a clear and ambitious approach to climate action with individual, community, educational and industry action at its heart.

So, when the Greater Manchester Combined Authority (GMCA) – made up of Greater Manchester’s 10 local councils and city-region Mayor Andy Burnham – wanted a website to put at the core of its ambition, it was our honour to provide the solution.

We’d already worked with GMCA on a variety of websites in the past, including Nature GM and Plastic Free GM – two campaigning sites which aimed to get more people to engage with nature and use less plastic.

It was decided a third site, GM Green City, would be the one for GMCA to share its vision and mission – where we all have an opportunity take action by making better choices, investing in and embracing more sustainable businesses, practices and lifestyles.

After successfully navigating the tender process, we had one objective – to bring together their three existing sites into one engaging and interactive hub – GM Green City, with the objective of showing how we can all easily play a part in facing up to the challenges that threaten our environment and the climate.

The target audience was simple – everyone in Greater Manchester from differing communities, backgrounds and locations, but with particular focus on a number of harder-to-engage groups across our region.





GM Green City 02

Research driven and objective orientated

We began where most Cornerstone web projects begin, with solid research and this is where our User Experience (UX) workshops come into their own.

The ultimate goal of this site would be to drive changes in people’s behaviour and actions to create a positive impact on the environment, driving an overarching objective to become a carbon neutral community within 20 years.

We spent many hours engaging with stakeholders, consumers and experts across the GM city-region to gain valuable insights into the way they would use the site, and what would engage and encourage them to achieve the ultimate goal.

A raft of questions later, and extracting valuable insights and information, we were able to confirm the key objectives of the site and set out a positive user experience and road map for success via a solid UX strategy and information architecture.





Gaining consumer insights to drive exceptional user journeys

Using our research and UX process, and insights from consumer personas, our team set about confirming a comprehensive set of wireframes and creative design routes which were extremely well received by GMCA. Following sign off, our web development team were busy beavering away to develop the site to hit a key launch date deadline.

GM Green City 03

Meanwhile, we wanted the content to be user-driven to maximise engagement and interaction. Time for more insights.

Consumer insights drive exceptional user journeys, so we engaged in a focus group of 10 key target audience members to help us shape key headlines, calls to action, menu labels and ways to influence and encourage behavioural change that would positively impact the local environment.

Lots of messages came through loud and clear, including the colour-scheme and, not surprisingly, the client stressed the need for its green bee logo – green for the environment and the bee synonymous with Manchester – to be prominently displayed at every possible opportunity, which was well liked by and resonated with consumers in each focus group.

GM Green City




Taking climate action today, tomorrow, together

The finished site has been hailed a triumph by the client. See it for yourself…

gmgreencity.com

We’re very proud of it too. It was an exciting build which took three existing websites and seamlessly dovetailed each and every piece of information into a cohesive, engaging and enjoyable journey for the end-users.

The animated home page banner was lovingly crafted by Dave from our creative team, helping to capture brand personality and a positive outlook for residents of GM. We love it just as much as the client.

The site will now play its part in communicating GMCA’s five-year environment plan for creating a greener, cleaner, carbon neutral future for residents across GM, and has already been put to good use for wider schemes and initiatives thanks to being built in a flexible and scalable manner.

 

The next challenge

No sooner had the site launched, than we were asked to update it with a new section promoting the Greater Manchester Green Summit.

Currently in its fourth year, and hosted by Mayor Andy Burnham, the summit focuses on the actions we can all take to reduce our carbon footprint and improve our environment. It showcases many of the great actions that have been taken so far, what we can all achieve as a collective, given the right support, direction and funding.

The summit includes these key sessions:

  •  Environment through the ages – what does climate change mean for all of us?
  • Nature and green spaces including the Greater Manchester Environment Fund, social prescribing and community action;
  • Smart energy, including the Green Homes Grant and community solar projects;
  • Waste and resources including the Recycle for Greater Manchester food waste campaign, renew shops and innovative local community projects;
  • Transport, including active travel and public transport;
  • Research, innovation and creativity – the story far, green skills and planning for the future.

 

It’s all there – a downloadable agenda, and a full diary of events and sessions and an active live stream allowing deleagtes from across the world to participate.

And we’re not resting on our laurels. We’re now embarking on collecting more insight, through user acceptance testing.

Our goal is to ensure the software can handle real-life tasks, perform up to expectations and meet the objectives we set out achieve. It’s a way of fine-tuning what we’ve created to ensure the user-experience is as positive as possible. It can also highlight anything that needs fixing or improving.

Our digital project manager Paige, explains: “Every question has a rationale behind it. It’s a way of us checking that the site’s functionality is easy to use and everything works as intended as well as ensuring that we have met the client’s objectives.”

“For example, is The Challenge the correct name for one of the menu items? Does The Challenge sound like something you have to sign up to, when it’s really about the challenge facing the environment. Do we need to call it something else?” Our testing will give us an answer.





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 clients@cornerstonedm.co.uk

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








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Burnley Leisure

Building trust on firm marketing foundations



Burnley Leisure is a fast-growing, entrepreneurial leisure trust which goes way beyond simply being a traditional health and fitness operator.

It has a strong cultural string to its bow through the running of the historic Burnley Mechanics Theatre.

It operates a number of sport and recreational sites alongside it’s two leisure centres including golf courses, an athletics track, hospitality venues and The Boathouse, a park-based facility offering boat, kayak and canoe hire and a popular café.

It is an all-encompassing charitable trust dedicated to the health and wellbeing of the people of Burnley and surrounding areas, driven by the vision: ‘To make a real difference to the communities we serve’.

But due to its rapid growth and expansion in recent years, Burnley Leisure’s well-honed offering wasn’t centre stage for its audience.

Individually, venues lacked a joined-up business and marketing approach, resulting in silos competing for share of voice and consumer attention.

Find out how we’ve been helping Burnley Leisure to unify its voice and tone up its marketing activities with the aim of shining a spotlight on its fantastic facilities for years to come…





A reputation for results

The foundation of our partnership with the trust exemplifies Cornerstone as an agency; ‘Built around results, recommendation, strong working relationships and reputation’.

Burnley Leisure approached us in early 2019 following a recommendation from a fellow leisure trust for which we’d previously carried out a full marketing audit.

As leisure sector specialists we regularly conduct these investigative, in-depth reviews on behalf of clients.

Led by Cornerstone MD David Wadsworth, the audit drills down into current marketing practices, needs and requirements to form a robust and comprehensive road map of activities.

These defined objectives help to reposition and refine a client’s existing marketing strategy for long term success.

As well as unearthing the potential to unify the arms of the business, the Burnley Leisure audit identified a need to synchronise digital touchpoints such as social media and ramp up online marketing.

Our research covered multiple aspects, delving into consumer and competitor landscapes as well as internal structures and staff.

This gave us a strong understanding of brand and digital interactions and in-centre experiences, allowing us to form a carefully considered strategic review to drive on-going success for years to come.

Burnley Leisure Golf Booklet






Redefined and aligned

A master marketing plan emerged following a series of trust-wide consultations, branding workshops, skills audits and departmental insights.

This two-year strategy was designed to redefine the trust in terms of marketing collaboration and consumer perception.

The recommendations were filtered into a 12-month marketing planner with distinct goals and objectives for both sides to work towards.

It included a unified rebrand under which to house the individual Burnley Leisure venues and offerings and a plan to reposition the trust within its core demographics.

Its online presence was to be re-invigorated with a new, bespoke built website, packed with SEO tools and API integrations into third party providers.

Essentially it needed a strong and effective UX strategy to help users navigate the site effectively, while exposing them to more activities and recreational offerings than ever before.

A social media strategy was implemented to increase audience reach and engagement alongside a PR strategy to raise brand awareness and reputation within its locality.

There was a strong member recruitment and retention focus through the integration of systems such as timetable, membership and marketing software and a cross-selling strategy across the organisation which was underpinned by email marketing.

And throughout, there was an emphasis on upskilling and supporting the trust’s teams to aid the successful implementation and delivery of these renewed marketing and sales efforts.





The stats

So, here’s what you really want to know.

Was it actually achieved?

While there’s always still work to be done, we think you’ll agree there’s been some impressive results to date.

Website:

  • 18% increase in web sessions via the new website
  • 19,000 new users visiting the website in year 1
  • 85% increase in sessions
  • 57% increase in page views

 

Social media:

  • 30% increase in total Facebook likes
  • 116% increase in Facebook engagements
  • Organic Facebook reach of 1.26M
  • Paid reach of over 173,000 with above industry average CTR
  • Instagram follower growth of over 37% with reach nearing 50,000
  • 85,000 Instagram impressions

 

PR:

  • 206,000 total reach via earned PR activity
  • Earned media value of over £37,000 within a 6-month period
  • Digital PR (earned) reaching over 80,000 of our target audience

 

Membership and email marketing:

  • Exceeded membership targets for all campaigns delivered in 2019/20
  • Email marketing open rate averaging between 40-50% with CTR well above industry benchmarks

 

Burnley Leisure Facebook Phone Mockup




Unified success

 

Delivered in a structured format that delivers against KPIs, marketing has helped to significantly increase ROI.

Brand perception among consumers has risen as well as awareness of the wider Burnley offering with proven cross sells now taking place and enhancing the overall Burnley Leisure experience.

Bringing the brands together has helped create a stronger more cohesive customer experience, and one that is now driving recommendation and referral.

Digital touchpoints have also increased, particularly during the first wave of the pandemic.

Social media helped Burnley Leisure to keep in touch with their members, followers and the wider community through the use engaging, supportive content.

From online workouts and quizzes to health and wellness schemes for the elderly and vulnerable, its social platforms helped to inject some much-needed fun, joy and energy into a community the trust are heavily invested in.





Forging a healthy future

We’re proud of what we’ve achieved so far, and we’re delighted that Burnley has seen the immense value of our full-service offering, ongoing as part of a monthly retainer.

Further investment in the trust’s marketing activity continues and, at the time of writing, an exciting brand roll out is imminent across all its centres.

Time to introduce the lead strategist, Cornerstone MD David.

“Burnley Leisure has been an exciting client to work with from the very beginning.

“What’s refreshing is their entrepreneurial and commercial approach to their activity. They have a very dynamic, forward thinking way of delivering exceptional experiences to their customers.

“We started out with Burnley as a consultant, helping to get under the skin of their business and its marketing activity, to understand where improvements and enhancements could be made.

“From carrying out our initial audit, we were immediately invested and engaged, and were grateful to be given the opportunity to help develop their brand and marketing strategy into the cohesive, high performing entity it is today.”





Don’t take our word for it

“We spent several months discussing the best way to improve our marketing although we had been successful, we knew we needed to step up to another level if we were to continue to grow the business further.

“After interviewing several companies, we decided to work with David and his team at Cornerstone, impressed with their down to earth approach and a talented team with different skills to work with.

“We spent around 6-8 months reviewing everything in detail throughout the business and then prioritising a plan of action to move forward.

“We started on a journey initially to consolidate our brand with a refresh and ensure our key messages were being promoted along with developing a new website and overhauling our social media channels. The Covid-19 pandemic meant adapting our plan and Cornerstone proved invaluable in scaling up our digital and online presence during lockdown propelling this area forwards at speed much quicker than many of our competitors giving us a competitive edge.

“We are still on a journey continuing to adapt and move forward with our plans, our brand is stronger, and our community awareness is bigger than ever putting us in a good position as we come out of lockdown.

“David and his team are a delight to work with and they have a real partnership approach not just a customer client relationship and would recommend them if you need to upscale and review your marketing operations big or small.”

Neil Hutchinson – Head of Group Operations at Burnley Leisure





The perfect fit

At Cornerstone we’ve been working as reputable, renowned and trusted specialists with regional leisure clients for over a decade.

We offer expertise across marketing strategy, digital, design, PR, web development, print and signage.

As a full-service agency, we’re able to provide a complete package of well worked out marketing disciplines to either compliment the skills of in-house teams or as a strategic partner.

If you’re looking to seriously tone-up your marketing output, get in touch on either 0161 213 9941 or 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.




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Care

Building trust on firm marketing foundations



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.






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R4GM

Building trust on firm marketing foundations



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 clients@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.






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Glo Gym

Building trust on firm marketing foundations



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 clients@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.






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NWAS ‘Make the Right Call’

Building trust on firm marketing foundations



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 clients@cornerstonedm.co.uk

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






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Brawdia

Building trust on firm marketing foundations



We launched a brand-new company into the UK property and construction sector

We helped a brand-new company launch into the UK property and construction sector – and also primed it for wider global markets and growth. The fascinating journey included complex considerations and global conversations with multiple stakeholders, working to a tight deadline. But our resulting branding project, visual and written assets and purpose-built, optimised website created a perfect launch.

Property and construction industries are key sectors of the economy – cornerstones you might say – and are sectors that we love to support with our full-service offering.

The property world is also diverse with multiple types of organisations and audiences. It includes small and large companies, professions, trades, chartered institutes, and brands.

Helping a client to launch a new property business and creating and positioning a new brand into the market is a fascinating challenge. Ensuring the new brand and assets are suited for both UK and global markets, including trademarks and domain registrations, adds yet another dimension.

But rising to multiple challenges with our specialist in-house teams are among the distinctive characteristics of our agency. We did exactly this for Brawdia, a new building and construction consultancy with stakeholders in the UK and United States. Brawdia specialises in insurance-related surveying services for commercial property clients and we supported it with a full-service rebrand and launch.

We developed branding, a logo, strapline and tone-of-voice guidance to guide Brawdia’s marketing and communications. In addition, we developed and designed its website and created written content to clearly convey its services to appeal to its target audiences.





A new name led by industry stalwarts

Brawdia has UK bases in Manchester and London, along with a range of international stakeholders and ambitions to grow globally. The company name, pronounced ‘Braw-deeah’, comes from old Scottish and Latin languages. It roughly translates into ‘excellence every day’.

The new consultancy has a team of RICS-registered surveyors with deep experience and expertise of technical surveying for commercial and residential property stakeholders and property insurance professionals who face diverse challenges or risks with buildings and land. They serve clients including property owners, developers, financers and insurance professionals such as loss adjustors.

Brawdia brandlit 1








Expanding a brand worldwide

Driven directly through referral, we came recommended because Brawdia aimed to overcome the challenge of creating and positioning their new brand within the UK market, with a view to ensuring it was expandable worldwide.

Our agency’s managing director, David, led the project which involved detailed, complex discussions and considerations as part of the process, with marketing strategy underpinning our service offering. As part of our strategic work, we facilitated detailed input and feedback from various stakeholders at Brawdia, in the UK and overseas. This was then distilled into meaningful commercial outcomes covering the new brand and other elements of the project.





Brawdia Website Devices












We held a branding workshop to fully understand and interpret the thoughts, feelings and insights from directors in the UK and United States regarding the brand, marketplace and target audiences.

There were a number of naming options suggested and preferred by stakeholders. Our task was to verify, validate and consider the impact of each within the market, in the UK and globally. This meant working with the client’s legal teams on trademarking and domain registrations.

Following a brand facilitation workshop, we formed a branding proposal document with key combinations or variations of the names discussed, with the end result being Brawdia.

Vision, mission and value statements for the new consultancy were also formed and proposed. Once approved, these were migrated into a brand guidelines document and developed by our creative design team for a unique visual identity.

Visual work had to echo the values and vision of the new business and align with objectives outlined by all key Brawdia stakeholders to ensure long-term success. The brand was developed over a number of weeks and integrated into a variety of literature and digital assets.







Website workshop

Alongside the branding exercise, we developed a new website for Brawdia, providing the design, development, content creation and search engine optimisation (SEO). The website was designed with lead-generation campaigns, brand awareness and digital activity in mind. It forms a strong foundation for the client’s marketing activity moving forward.

In the UX workshop with the client’s management teams in the UK and United States, we discussed objectives, user personas, convincers and enablers that were needed on the website. We also conducted a website design benchmarking exercise, looking at other websites that the team liked for consideration and inspiration. When looking at website structure, we used an online collaborative tool to replicate using sticky paper notes in a physical meeting, which added a little bit of fun too. You can view their new website here.

Brawdia Website 2




Written content was produced by our PR team, which included introductory summaries and in-depth details of Brawdia’s surveying services.

The tone-of-voice and brand message were key considerations in this project, especially because this was a new business. Everything had to communicate trust and expertise along with Brawdia being a pioneer in its field.

The whole Brawdia project faced a tight timescale to achieve pre-agreed launch dates. But we completed the various phases in good time before each deadline. It was the icing on the cake.

Brawdia had all the design and marketing requirements ready for launch and we look forward to watching its development and hope to continue our work together as it grows.





Benefits of a full-service solution

Our agency’s full-service offering differentiates us from others and gives us an edge when it comes to delivering high quality performance in a streamlined and efficient manner.

Like Brawdia, we aim to deliver excellence every day too.

Whether you’re launching a brand-new venture or want to grow an existing business, get in touch to discuss the many ways we can help. Email: clients@cornerstonedm.co.uk.










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Active Tameside

Building trust on firm marketing foundations



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.







Redefined and aligned

A master marketing plan emerged following a series of trust-wide consultations, branding workshops, skills audits and departmental insights.

This two-year strategy was designed to redefine the trust in terms of marketing collaboration and consumer perception.

The recommendations were filtered into a 12-month marketing planner with distinct goals and objectives for both sides to work towards.

It included a unified rebrand under which to house the individual Burnley Leisure venues and offerings and a plan to reposition the trust within its core demographics.

Its online presence was to be re-invigorated with a new, bespoke built website, packed with SEO tools and API integrations into third party providers.

Essentially it needed a strong and effective UX strategy to help users navigate the site effectively, while exposing them to more activities and recreational offerings than ever before.

A social media strategy was implemented to increase audience reach and engagement alongside a PR strategy to raise brand awareness and reputation within its locality.

There was a strong member recruitment and retention focus through the integration of systems such as timetable, membership and marketing software and a cross-selling strategy across the organisation which was underpinned by email marketing.

And throughout, there was an emphasis on upskilling and supporting the trust’s teams to aid the successful implementation and delivery of these renewed marketing and sales efforts.





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






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Kirkham

Building trust on firm marketing foundations



We launched a brand-new company into the UK property and construction sector

We helped a brand-new company launch into the UK property and construction sector – and also primed it for wider global markets and growth. The fascinating journey included complex considerations and global conversations with multiple stakeholders, working to a tight deadline. But our resulting branding project, visual and written assets and purpose-built, optimised website created a perfect launch.

Property and construction industries are key sectors of the economy – cornerstones you might say – and are sectors that we love to support with our full-service offering.

The property world is also diverse with multiple types of organisations and audiences. It includes small and large companies, professions, trades, chartered institutes, and brands.

Helping a client to launch a new property business and creating and positioning a new brand into the market is a fascinating challenge. Ensuring the new brand and assets are suited for both UK and global markets, including trademarks and domain registrations, adds yet another dimension.

But rising to multiple challenges with our specialist in-house teams are among the distinctive characteristics of our agency. We did exactly this for Brawdia, a new building and construction consultancy with stakeholders in the UK and United States. Brawdia specialises in insurance-related surveying services for commercial property clients and we supported it with a full-service rebrand and launch.

We developed branding, a logo, strapline and tone-of-voice guidance to guide Brawdia’s marketing and communications. In addition, we developed and designed its website and created written content to clearly convey its services to appeal to its target audiences.





A new name led by industry stalwarts

Brawdia has UK bases in Manchester and London, along with a range of international stakeholders and ambitions to grow globally. The company name, pronounced ‘Braw-deeah’, comes from old Scottish and Latin languages. It roughly translates into ‘excellence every day’.

The new consultancy has a team of RICS-registered surveyors with deep experience and expertise of technical surveying for commercial and residential property stakeholders and property insurance professionals who face diverse challenges or risks with buildings and land. They serve clients including property owners, developers, financers and insurance professionals such as loss adjustors.

Brawdia brandlit 1




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.





Expanding a brand worldwide

Driven directly through referral, we came recommended because Brawdia aimed to overcome the challenge of creating and positioning their new brand within the UK market, with a view to ensuring it was expandable worldwide.

Our agency’s managing director, David, led the project which involved detailed, complex discussions and considerations as part of the process, with marketing strategy underpinning our service offering. As part of our strategic work, we facilitated detailed input and feedback from various stakeholders at Brawdia, in the UK and overseas. This was then distilled into meaningful commercial outcomes covering the new brand and other elements of the project.





Brawdia Website Devices






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.







We held a branding workshop to fully understand and interpret the thoughts, feelings and insights from directors in the UK and United States regarding the brand, marketplace and target audiences.

There were a number of naming options suggested and preferred by stakeholders. Our task was to verify, validate and consider the impact of each within the market, in the UK and globally. This meant working with the client’s legal teams on trademarking and domain registrations.

Following a brand facilitation workshop, we formed a branding proposal document with key combinations or variations of the names discussed, with the end result being Brawdia.

Vision, mission and value statements for the new consultancy were also formed and proposed. Once approved, these were migrated into a brand guidelines document and developed by our creative design team for a unique visual identity.

Visual work had to echo the values and vision of the new business and align with objectives outlined by all key Brawdia stakeholders to ensure long-term success. The brand was developed over a number of weeks and integrated into a variety of literature and digital assets.







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 clients@cornerstonedm.co.uk

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






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Pop Up Penguins

Building trust on firm marketing foundations



When it comes to p-p-p picking up diverse projects, Pop Up Penguins pretty much takes the biscuit.

This Wild in Art trail featuring 105 street sized and mini penguin sculptures was set in New Zealand, dotted around one of the world’s most unique destinations, the city of Christchurch.

It also helped to raise awareness of global burning issues such as conservation and climate change including its threat to Antarctica, the frozen homeland to many of these incredible creatures.

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.





Making penguins pop

So how did we end up Down Under?

Our rich legacy in helping to widen the audience and enlighten the public to Wild in Art’s stunning sculpture adventures through our website development projects made us the perfect partner.

Wild in Art event producer Claire Cowles is based in the city and was involved in the ‘Christchurch Stands Tall’ Wild in Art Trail which featured giant giraffes to celebrate the community’s recovery following a devastating earthquake in 2011.

From Africa’s statuesque beasts to the much smaller, newly awarded New Zealand Bird of the year, this trail’s stars of the show were based on the Hoiho or Yellow-eyed Penguin, one of the rarest and most threatened penguin species in the world.

The Pop Up Penguin’s website followed the same design and development brief as its predecessors, Bee in the City and the Snowdog Art Trails; a bespoke, content-managed site to showcase and reflect the spirit of the event and the community behind it.

However, this time it needed to incorporate additional functionality to overcome a tricky problem thrown up by coronavirus.

Commissioning the artists normally involves business sponsors viewing the undecorated sculptures before choosing a piece and an accompanying creative based on examples of their work at a dedicated face-to-face viewing.

But lockdown restrictions dashed all hopes of this happening so instead we developed an online gallery to allow Wild in Art to upload designs to the website to stage a virtual viewing for sponsors.





It was a huge success with over 80 New Zealand based artists and collectives submitting 128 designs, with the chosen submissions soon proudly adorning its sponsored penguin.





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.





Working with us

We’re an ethical, reputable, integrated agency providing results-driven projects and campaigns to our clients across a wide range of industries and sectors including arts, culture, leisure and hospitality.

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

Find out more and get in touch via email at clients@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





We Love MCR

Building trust on firm marketing foundations



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@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





Interested in working with us? We’d love to hear about your next project

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NWAS Star in a car

Building trust on firm marketing foundations



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 clients@cornerstonedm.co.uk

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






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LTE

Building trust on firm marketing foundations



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.





Expanding a brand worldwide

Driven directly through referral, we came recommended because Brawdia aimed to overcome the challenge of creating and positioning their new brand within the UK market, with a view to ensuring it was expandable worldwide.

Our agency’s managing director, David, led the project which involved detailed, complex discussions and considerations as part of the process, with marketing strategy underpinning our service offering. As part of our strategic work, we facilitated detailed input and feedback from various stakeholders at Brawdia, in the UK and overseas. This was then distilled into meaningful commercial outcomes covering the new brand and other elements of the project.





Brawdia Website Devices






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 clients@cornerstonedm.co.uk

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






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MCRC

Building trust on firm marketing foundations



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.





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.





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Aguri

Building trust on firm marketing foundations



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.








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Interested in working with us? We’d love to hear about your next project

Get in touchRequest a brochure