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Mission Critical Marketing?
It’s not very often that a marketeer like me gets the opportunity to create something that can actually help to save lives. But our recent work to support voluntary organisations has given me and the agencies I work with the chance to do just that.
The National Search and Rescue Dog Association (NSARDA), Community First Responders (CFRs), the Nationwide Association of Blood Bikes (NABB) and Lowland Rescue (ALSAR) are all groups that work to support the Emergency Services (ES) in their life saving work.
O2 is a huge advocate for mobile and digital services, believing the possibilities of technology should be open to everyone. ‘Community safety in the digital world’ is incredibly important to us, which is why we develop strategies and campaigns to help us share our expertise in mission critical communications, develop areas of innovation and support the volunteer organisations who are on the front line every day supporting the wider emergency services.
Often charity organisations like these don’t have the budgets, expertise or the time to promote themselves effectively and rely on donations and collection buckets outside of supermarkets. The volunteers themselves are focused on the critical job in hand such as finding a missing person, rather than updating their website, or tweeting about the great work they’re doing.
O2 and fst (our creative agency) have produced videos for each of our partners which demonstrate what it means to be a volunteer and showcase the great work that our volunteer partners do. We’re also helping with marketing collateral, fundraising support and have redesigned social media platforms, brochures, leaflets, posters and even gazebos for raising fundraising presence at events. We’re providing further support through the design of marketing toolkits and the provision of social media guidance and support.
It’s been refreshing and inspiring to meet the volunteers that make these groups so special. Being able to create something that will have a real impact for the groups, gives us all a huge sense of self-worth. For instance, South Central Ambulance Service Community First Responders (who are local to our head office in Slough) asked us to help them get noticed as they lacked an identity to make them stand-out. We’ve been able to develop a brand for them, which we’re now rolling out. Great news. However, you only need to have a conversation with them to see a hundred other places where we can help them and other groups who work with the Emergency Services – Short codes, infographics, developing apps, technology, deploying maps and information to volunteers, sponsorship development and mentoring to list a few. This is where the excitement lies and why our work with O2 to support the Emergency Services and our volunteer partners is so important.
To add real value, to develop solutions and ideas that may just make a difference in a mission critical situation – well that’s not something you do every day is it? It’s great to apply what we do, to an organisation to help them raise awareness, funds and ultimately save lives.
For me personally, I’m looking forward to seeing how the organisations grow in the future and how O2 can continue to support them on their journey.
You can find out more about how O2 support the National Search and Rescue Dog Association (NSARDA), Community First Responders (CFR) and Blood Bikes on the Emergency Services pages of the Blue. Find out more about our organisations:
About Chloe Jeffs
Chloe is the Head of Communications & Marketing for Emergency Services at O2. With 13 years’ experience in Communications and Marketing gained at First Direct, HSBC and now O2. Chloe believes that great communication is about making the complex simple, the strategic meaningful and the story personal.
You can regularly find Chloe inside the Magistrates Courts, but she won’t be in handcuffs. Chloe volunteers as a Magistrate. In 2004 she became the youngest Justice of the Peace (JP) ever to serve on the Wakefield and Pontefract Bench in West Yorkshire. Chloe is now the Chair of the Bench, which is a huge role she feels very privileged to deliver on behalf of her community.