A new approach Working with the Brand Comms team

Working with the Brand Comms Team – a new approach Working with the Brand Comms team What do we do? We carefully craft and protect the charity’s public face and voice. The work we do supports the organisation’s strategy and straddles every directorate. Our expertise and experience gives us insight into what will make the most impact, and we use that knowledge to help the public understand what St John Ambulance does and stands for.

Working with the Brand Comms Team – a new approach Working with the Brand Comms team Executive summary What do we want to achieve from today’s Breakfast briefing? To inform you of our new processes and how these affect you To impress you by demonstrating how these changes are mutually beneficial To bribe you (with food, to get buy in from you and your teams) To support you

Working with the Brand Comms Team – a new approach Working with the Brand Comms team What was the problem?

Working with the Brand Comms Team – a new approach Working with the Brand Comms team Feedback from teams The Brand Comms team were not providing enough support to help you achieve your business needs Lack of information/transparency – unsure why the BC team could fulfil some requests but not others A lack of flexibility in the team No training or other resources that would allow you to create your own branded materials without the help of the BC team.

Working with the Brand Comms Team – a new approach Working with the Brand Comms team Challenges for us Not enough resources to support all of the requests coming in from around the organisation As a result, materials were being created by teams which were poorly designed/written – generally off brand/message Some requests coming into the team were not well planned or thought out – lots of last minute requests with no clear brief As a result of busy workload there was little time to work closely with teams in NHQ and the regions to develop their knowledge of brand.

Working with the Brand Comms Team – a new approach Working with the Brand Comms team Consequences Teams felt unsupported (especially in regions) Ill-feeling towards the brand team Materials were produced without our involvement which were off message/brand Lots of last minute requests putting pressure on the BC team

Working with the Brand Comms Team – a new approach Working with the Brand Comms team Aims of this work To develop and protect the SJA brand To work more efficiently and effectively with all directorates and regions across the organisation To have a consistent and coordinated approach to producing branded collateral To better manage workloads and complete all jobs to the highest standards To provide clearer guidance and better support to staff across the organisation.

Working with the Brand Comms Team – a new approach Working with the Brand Comms team Solutions How are we going to achieve this?

Working with the Brand Comms Team – a new approach Working with the Brand Comms team #1: Briefing forms Essential! For both of us. Don’t be lazy. Approval – a bit more red tape, but for a good reason!

Working with the Brand Comms Team – a new approach Working with the Brand Comms team #2: ‘What is it that you actually do?’ A bit of writing A bit of graphic design A bit of video A bit of photography Lots more - case studies, corporate identity checking, training, resources For print, for web, for social.

Working with the Brand Comms Team – a new approach Working with the Brand Comms team #3: We have limits Previously – there’s no limit Now – there is a limit Why do we need a limit? How does this affect you? Flexibility Regions.

Working with the Brand Comms Team – a new approach Working with the Brand Comms team #3: How long will things take More time than you might expect! Big project – align with budgets Small project – more ad-hoc, but does not mean zero planning/notice. ‘Why do things take so long?’

Working with the Brand Comms Team – a new approach Working with the Brand Comms team #3: How long will things take This is a general guide on how much notice should be given and how long certain types of job will take. All times are approximations and turnaround times are dependent on other work going on at the time. Request What’s the minimum notice period needed? (To allow us to plan work and brief designer) Minimum amount of time to produce (eg writing copy, design, comments, sign off)? Big jobCreate collateral for a campaign6 months2 months Big job Create a new suite of branded collateral 6 months2 months Small Produce a new poster, flyer or banner 1 week1-2 weeks ReviewCI check a publication1 week2 days Review Outsource a publication for proofreading 1 week1 weeks PhotosArrange photoshoot1 month1 week Video Producing a short video (including storyboarding, filming and editing) 1 month1 months VideoEditing existing footage1 week2 weeks

Working with the Brand Comms Team – a new approach Working with the Brand Comms team #4: Sign off Very important! Two stages Initial sign off Approval – three chances Final sign off Cost and time implications.

Working with the Brand Comms Team – a new approach Working with the Brand Comms team #5: We need to up our game as well Workshops Drop-in sessions What about the regions? The brand resource site The Portal!

Working with the Brand Comms Team – a new approach Working with the Brand Comms team Summary

Working with the Brand Comms Team – a new approach Working with the Brand Comms team Summary Teams must complete and submit a briefing form We provide clear guidance on how we work and what we work on There is a limit to the amount of work we take on every month Every team is guaranteed a fair amount of time and resource each month allowing them to coordinate and prioritise their own work Teams should plan work in appropriately by giving appropriate notice and we will commit to turning around jobs within a certain time Sign off is required at two stages of production We now provide additional resources and support in the form of inductions, workshops and the Branded Materials Portal.

Working with the Brand Comms Team – a new approach Working with the Brand Comms team What this means for you Your team has a dedicated amount of time throughout the year Transparency – you are able to see what other projects we are working on and how busy we are We have the ability to be flexible You can now prioritise which jobs we take on and when Work will be completed to a higher standard More support from us with the introduction of inductions and workshops Additional resources, such as Branded Materials Portal and Connect resource site.

Working with the Brand Comms Team – a new approach Working with the Brand Comms team What next? May - July: Roll out across the regions May: Quarterly planning meetings with national leads begin July-Dec: Roll out of workshops in NHQ July: Portal is updated every quarter with new materials July: Teams submit plans for 2016 in line with budgets December: Annual plan for 2016 is populated with large-scale jobs when budgets are approved.