Macmillan
A digital partnership
Background
As a fully integrated agency, we’re ideally placed to help brands adapt successfully to different communication channels. Our relationship with Macmillan Cancer Support is a case in point. We act as official digital brand partner for the charity, combining our deep understanding of the brand with our digital expertise to build a powerful, coherent presence for Macmillan online.
Digital strategy
By the end of 2008, Macmillan had one of the strongest and most distinctive brands in the UK charity sector. But while the brand worked powerfully in print, it wasn’t translating well to the digital environment. It was against this backdrop that Macmillan first approached us with a challenging brief: to align their visual identity in print and online by bringing clarity and consistency to all of their digital communications.
At this initial stage, our job was first to create an overarching digital strategy for the brand, and then apply it to the first of several key sites, including the main website, the online brand toolkit and a campaigning microsite. Underlying this work, the aim was to give visitors a better understanding of the range of services the organisation offers, help them find the information they needed more easily, and to develop a strong online community around the brand.
Joined-up vision
Starting from these initial projects, our relationship with Macmillan has evolved over the years into a close partnership. Today we help provide Macmillan with a broad range of online activities, from campaigning and fundraising to their support and advice services.
Client testimonial
Bostock and Pollitt has brought clarity and consistency to our digital communications. Their insight, creativity and support has been invaluable.
Main website
When Macmillan and Cancer backup merged in 2008 they needed a new website to achieve their aim of offering the UK’s biggest and best online cancer support. We provided scoping, strategy, Information Architecture and design, helping increase unique visitors year-on-year and exceeding targets.
www.macmillan.org.uk
Be.Macmillan
be.Macmillan is an online resource providing tools and branded resources to help people affected by cancer become brand ambassadors for this leading cancer charity. We were asked to refresh the site’s visual identity. The relaunched site exceeded Macmillan’s ambitious targets on every measure.
www.be.macmillan.org.uk
World's Biggest Coffee Morning
The World's Biggest Coffee Morning is Macmillan Cancer Support's flagship fundraising event. We were asked to design a microsite to act as a campaign hub for the event as well as online advertising, encouraging over 40,000 people to register and helping the charity raise their target £8 million.
www.coffee.macmillan.org.uk
