EveryDay is a wholly owned subsidiary of Age UK North Tyneside and provides services to help people over the age of 18 to live life more independently. Narrative has been working with Age UK North Tyneside for over two years and have worked on a number of projects for both the charity and its subsidiary including creative, print, media buying and most recently, a new website for EveryDay.
The client previously had a very static site which only promoted one arm of its services. The Content Management System was inflexible and difficult to navigate for non-technical staff. It was not fit for purpose 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 encourages people to get in touch with easy, customer-friendly methods
– ability to measure results and engagement with the site
We created www.everydayuk.org in early 2018 in response to the brief. 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. All valuable actions are tracked and analysed on the site via an enhanced setup from our digital marketing team. We can attribute all enquiries, contact and engagements on the website to the source they came from e.g. a social media ad, AdWords, organic search, and more.
As the client could not access the Google Analytics on their old site it is difficult to effectively measure the impact on traffic, however, the feedback from the team at EveryDay has been extremely positive, and the number of enquiries via the website has increased significantly. The client can see what impact their marketing activity has on traffic and conversions on the site which means they can plan their budgets more effectively in future.
The Live Chat 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 for the Age UK North Tyneside Group. This includes the Charity and its wholly owned trading company EveryDay, providing CQC regulated Care at Home services.
“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, Aimee, 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. They are understanding when sometimes we have had to decline suggestions to enable us to manage our own limited resources. 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.
“They fully appreciate our commitment to our customers and provide us with the support we need to make ourselves understood in our chosen marketplace.” – Manager, Age UK North Tyneside