Drawing on our extensive experience in the debt and money advice sectors, Engage Comms was tasked by the Registry Trust with developing a brand communications strategy that would bring it into the digital age.
In 2020, Registry Trust‘s new permanent CEO Lex Jones wanted to make sure that the organisation could deliver on its vision to be seen as the ‘go to’ place for ‘public data for public good’ on monetary judgments in the UK. With ambitions to be as well recognised and highly regarded as leading think tanks like Resolution Foundation, this would require a full re-brand, re-positioning and content-led digital strategy.
We started by creating a 10-page brand communications guide that brought to life the Board’s new organisational strategy in a way that would resonate with both existing and target stakeholders. Bringing a fresh perspective to the proposition, we articulated the organisation’s proposition in simple terms that anyone could understand and developed a set of values, narrative, straplines and visual identity around this.
This guide was then used by the in-house team to develop a new data-driven, content-rich website and roll out their own content marketing campaigns. When it came to stakeholder engagement and reach, they asked us to develop and implement a Twitter strategy based on our insight of their marketplace and key influencers.
Over a period of two years, we then delivered weekly ‘agenda tracking’ research to ensure the organisation has its finger on the pulse of relevant sectors, ongoing stakeholder engagement activity via Twitter and LinkedIn to increase influence and awareness, a programme of thought leadership blog and news content on key insights from the data, an engaging monthly e-newsletters to keep ‘front of mind’ and build credibility with key stakeholders. We also supported with key campaigns around raising public awareness of how to get a CCJ satisfied (see video we created for ‘Talk Money Week’ below!) and lobbying for changes to the way the Register of Judgments, Orders and Fines is compiled and maintained to make it fairer for consumers and work better for firms/regulators.
