1. Rebranding: the great gamble? Leia Bunker St Luke’s Hospice (Sheffield) September 2014 1

2. Why rebrand? It’s all Kirsty’s fault… Research results Taking on the big boys 2

3. Making the most of digital Too many distractions Too few unprompted sign ups No integration Make it simple 3

4. Market research Primary motivation = odds of winning 31% play another Lottery Highest spontaneous awareness of all local charities 4 in 5 do not currently support 4

5. Taking on the big boys National Lotto changes announced –£2 stake –Prize structure Health Lottery negative press Postcode Lottery won’t support hospices 5

6. 2008 20112013 6 Brand evolution

7. Key messages Five times more likely to win –1 in 11,000 vs 1 in 55,000 chance to win 4-figure sum Cheaper tickets, better odds of winning –£1 = £2,000 with Play Local –£2 = £1,000 with National Lotto (matching five balls) If you play local, your money stays local –Over 53p in every £1 goes direct to patient care 7

8. Investment £15,000 initial investment –Branding – logotype, key messages, illustrations –Microsite – design, build, testing, content management –Redesign of all printed materials – leaflets, posters, letterhead, newsletter, single tickets, winners cheques etc. –Advertising campaign – JC Decaux, Facebook PPC –Launch event – city centre, interactive game Plus £5,000 additional spend e.g. print costs, prizes Plus ongoing investment - £4,500 p/a 8

9. Results 545 new members to date Accounts for 13% lottery growth 100% increase in leaflet sign ups 150% increase in online sign ups 2,149 visits (1,225 unique users) £16,463 (gross) to date 9

10. Lessons learned Pace yourself! Small print runs Targeting Content is king 10

11. Next steps New hospice website Microsite phase 2 –Revamp landing page –Member’s area –Case studies –Mobile optimisation Research – 1 year on Campaign review 11

12. Any Questions? Thank you. www.playlocalsheffield.org.uk 12