Projects
Golden Charter
Glasgow - Scotland
From rebrand to campaign launch, how Flourish supported Golden Charter, a UK-wide, market leading provider of pre-paid funeral plans, to mastermind their entry into an era of business transformation and market growth.
The market for funeral plan provisions is getting more and more competitive. New players with bold new brands are investing more in their marketing and advertising and our role was to deliver a fresh approach to the Golden Charter brand which would raise awareness amongst a new target audience group and compete with market disrupters.
What we delivered
- Brandin
- Campaign Management
- Design & Animation
Creating the brand
At Flourish, the strategy that sits behind each and every one of our brand development projects is underpinned by insight and evidence.
That’s why our starting point with Golden Charter was to fully understand their business, the market they operate in, their customers, their competitors, their funeral director network, their existing brand and, of course their all important “why”.
Alongside utilising the very robust insights from Golden Charter, we carried out further market analysis and research with internal and external key stakeholders and hosted a brand workshop session, which lead to the creation of some ‘big picture’ brand mood board concepts.
These concepts were tested in UK wide focus groups amongst both their existing and new customer segments.
We gathered the feedback and refined our concepts into a fresh, resonant, and useable brand to help carry Golden Charter into a new era of success!
But our job didn’t end there. With the new brand ready and raring to go, how do we launch it into the market?
The consumer campaign
Working as an extension of the Golden Charter marketing team, we had a ten week turn around to transform the new brand into a tangible insight led marketing campaign, so we pulled out all the stops to lead and deliver a multi-agency, fully integrated campaign on their behalf.
From briefing and managing all partner agencies including; PR, media and creative, co-ordinating timelines, managing multi-agency and internal workstream interdependencies, creating detailed measurement and reporting implementation processes and supporting a campaign wide attribution modelling project – we left no stone unturned.
With a multi-agency, multi-workstream approach we successfully projected managed Golden Charter’s complex launch campaign, which included heavyweight above the line media and featured the star of the show; the Planned by You. Sorted for Them. TV advert.
Last, but by no means least, with over 200 staff and a network of nearly 3000 Funeral Directors, there was also the job of landing the rebrand internally. We provided support for the roll out of their internal communication strategy, from telling the story behind the rebrand and the importance the new marketing campaign would have in achieving the business growth objectives, to embedding the new brand values and vision amongst their UK wide network of employees. Where the Golden Charter team needed help– we stepped in.
We put ourselves firmly in the shoes of Golden Charter and took the lead project managing the rebrand and launch campaign; from start to finish.
Where they needed extra resource to get the job done – we were ready to support. That’s what’s so great about our team; we’re an extension of yours, with the skills and willingness to do whatever it takes to make the job a success.
