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Strategy, branding and awareness

The Brief


Kingfisher Treasure Seekers is an organisation set up to enhance the lives of disadvantaged and vulnerable people, believing that all people have something valuable to contribute to their community. They are a small charity that offers a ‘wrap around’ approach of service delivery that equips and enables individuals to develop their social skills and develop a stronger sense of self worth. 
As is the case with many small charity organisations their growth had been driven by a sense of social purpose. As they achieved this, the need to build in a proportionate and effective business structure, such as a strategy and marketing plans suddenly became urgent.
CleeCo worked with Kingfisher Treasure Seekers, coaching their senior team leading and supporting them in developing a clear strategy, producing key business plans and raising brand awareness. 

The Approach

The starting point was to understand the business and tackle the challenge of presenting “the product”, a range of services, in a way that showed outcomes rather than a confusingly huge array of activities. Working together we reviewed the products and the outcomes they delivered aligning these to the needs of different commissioners.
This was followed by a review of the markets available and the fit of these against skills, capacity and values. CleeCo also supported a review of the different income streams and risks associated with these leading to a strategic position for future new business activity.
The final phase looked at internal processes, risks and risk management. This included HR risks in general and specific to the work being sought such as TUPE. Succession planning, assessment of skills requirement and acquisition of these. 

The Outcome

CleeCo supported the senior team to sharpen the mission, vision and values to give clearer focus and communication potential. Kingfisher Treasure Seekers were able to define outcomes and evidence a tangible value to the services they deliver, alongside the anecdotal evidence that had previously been relied upon.
The core elements of a business development strategy were defined, with a clear range of products specified, in a structure that allowed Kingfishers to communicate what they did more effectively. A strategic view of current and potential markets was delivered alongside initial plans on routes to those markets.
Risks were identified and steps put in place to begin to manage these as the business grows. CleeCo completed this project equipping the senior team with knowledge and confidence to make all of these changes themselves and to build on the process they have started going forward. 

The Client Experience

CleeCo has utterly transformed our business. From enabling us to more clearly define our marketing strategy which had been communicating a confused message, to looking at diversifying and developing our potential markets. Each session with CleeCo has left us inspired, deeply challenged and most of all, with a sense that we had taken huge steps forward in our business development. We can’t thank CleeCo enough for the amazing support and think it has propelled our business forward in ways we could not have imagined.