Why do we advertise?
Keeping Erskine is the public eye is crucial to help raise
vital funds for the charity. Erskine’s advertising is designed to remind people
that we care from veterans from World War II right through to the more modern
conflicts and peace keeping initiatives of the 21st century; there
will always be a need for Erskine Care and we are a charity, heavily reliant on
voluntary funding. The ads are deliberately eye-catching, topical and well
branded so that they stand out from the growing competition and other
advertisers.
How do we advertise?
Erskine advertises at key times of the year – Remembrance
and in June to complement our Erskine Week activity – the anniversary of our
official opening.
The current campaign consists of a combination of newspaper,
poster, bus shelter and bus back advertisements running in Glasgow, Edinburgh
and Aberdeen. The imagery used in the campaign builds on from a series of other
topical shots used in previous bursts of campaign and is a live shot from
Afghanistan taken on recent operational tour of 52 Brigade which is based at
Edinburgh Castle. The strap line “They’re giving everything. What will you
give?” is relevant given the current climate and complements Erskine Week
fundraising activities.
A new online ad runs concurrently with the rest of the
campaign . To view this click on the link and if your pc has sound place your cursor
over the helicopter. The link is:-
http://www.thebridgeuk.com/erskine/
Aside from the core awareness advertising Erskine runs care
ads including photography of our residents and tactical appeal ads. These
have also proved to be very effective.
How effective is Erskine’s advertising?
Since Erskine started advertising, over three years ago, our
awareness has reached an all time high and the number of people in the West of
Scotland naming Erskine as an ex-Service charity in the West of Scotland
has doubled from 23% to 46%*. The North and East of Scotland have seen
dramatic increases too with a bigger and wider group claiming to give to
Erskine. Overall there is a clearer understanding of what Erskine does and its
need for voluntary donations particularly amongst people who have seen the
adverts.
The media industry has recognised Erskine’s marketing and
communications with an award for Strategic Excellence in the 2007 Marketing
Excellence Awards and an IPA Effectiveness award in 2007 for raising awareness
of Erskine’s work through a carefully planned advertising campaign.
Marketing Manager, Sarah McNaught “Each year becomes more challenging and competitive for Erskine and it’s vital that we continue to build awareness of the charity in order to help generate the necessary funds. This current phase of the campaign, uses photography straight from the frontline in Afghanistan and incorporates a message encouraging the public to give as part of Erskine Week.”
