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narrative work

EveryDay Care (Age UK North Tyneside)

Age UK North Tyneside was diversifying the services provided by its subsidiary EveryDay Care, which provides services to help people over the age of 18 to live life more independently. We had been working with the client for over two years on a number of projects including creative, print, media buying and we were thrilled to work with them to take EveryDay’s services out to the market.

Starting with the look and feel of the marketing, our creative team went to work creating a family of EveryDay brands. Each service had its own colour and icon to differentiate it from the others, whilst it was still clear they were all still provided by the same organisation. The new brand were rolled out to collateral such as folders, leaflets, calling cards and posters.

The next stage was to improve their website. The old static website promoted just one arm of its five key services which led to them missing out on the wider market potential. The internal non-technical team also found the Content Management System inflexible and difficult to navigate, which meant it wasn’t up to date and didn’t reflect the brand’s ethos and values.

The client had a number of audiences to engage including potential customers, current customers, regulators (CQC), employees, local community and of course the friends and family of customers and potential customers.

The client needed:

  • a simple CMS for internal use
  • a future-proofed site which could be developed with other functions and pages going forward
  • a clear customer journey which encouraged people to get in touch with easy, customer-friendly methods
  • ability to measure results and engagement with the site

We worked with the internal team to create www.everydayuk.org. The new site represents the five key areas of the business more clearly and provides easy, customer-friendly ways to enquire about the services including a Live Chat function. Actions are tracked and analysed on the site via an enhanced setup from our digital marketing team which allows the internal team to see which marketing channels are driving website visits and enquiries, and thus plan their marketing budgets more effectively in future.

The feedback from the team at EveryDay has been extremely positive, and the number of enquiries via the website has increased significantly. In their CQC visit following the launch of the new website, they were commended for their innovative use of Live Chat facilities.

The function not only provides a real-time communication channel with the EveryDay Co-ordination Team, it also allows for market research and feedback to be collated and utilised by the client. Knowing what people ask about most frequently, and knowing how well this is responded to by customer service team members gives them a great platform for content creation, service development and internal training.

“We began working with Narrative Communications in 2017 to support the implementation of our Marketing and Communications Strategy. We lack in-house marketing expertise so rely on Narrative to understand our target audiences, the values we hold, as well as the individual services and how they integrate to provide customers with a seamless service.

“Our Narrative Account Manager worked closely with us, spending time within teams to fully appreciate the services on offer and how our internal operations work. This enabled Narrative to understand the challenges we face.

“The resulting new EveryDay website and supporting documentation meets our needs as a Charity and social enterprise looking to engage rather than just broadcast to our customers. We’ve strengthened our EveryDay brand identity, and produced a suite of information that mirrors our website which clearly communicates our extensive offer.

“We have found working with Narrative to be a positive experience. The team is agile and responsive to our requests. Thankfully Narrative communicates our message with clarity and in an easy to navigate fashion – exactly the aim of bringing them on board as our communication partner.”

– Manager, Age UK North Tyneside

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