1. Chime Communications 2014©
1
Chime Graduates Charity Project

2. Chime Communications 2014©
2
Overarching Marketing Campaign
1. Market research
– Research into volunteering
– Research into schools
2. Advertising
– Leaflets
– Video
3. Public relations
– University engagement
– The PR story
– Local councillor outreach
“To me it feels like winning the
lottery when you see that there is a
change [in the child]”
Carefree Kids volunteer, male

3. Chime Communications 2014©
3
Market Research

4. Chime Communications 2014©
4
Advertising

5. Chime Communications 2014©
5
The Video

6. Chime Communications 2014©
6
Public Relations
Prepared for Carefree Kids by Good Relations and Harvard, public relations agencies within Chime Communications PLC

7. Chime Communications 2014©
7
PR Objectives
1. To raise Carefree
Kids’ profile in
important
engagement groups
including Universities
and local councillors
2. To shout about the
great work that
Carefree Kids is doing
and position the
charity as one that
wants to address
gender imbalances in
the volunteering
sector

8. Chime Communications 2014©
8
PR
University engagement
• Reach out to local universities
• Link Carefree Kids up with key points of
contact including Student Recruitment
officers
The PR story
• Make a story out of our market research
• Identify a spokesperson to complement the
story
• Reach out to key media contacts with the
news
Local councillor outreach
• Raise awareness of CFK’s great work with
councillors in the local area and start
conversations with influential people
University engagement
• Established contacts with key Universities
(City University London and Greenwich
University) for the recruitment of more
volunteers
The PR story
• We raised national awareness of the charity
and its work by achieving coverage with the
Daily Mail (which has a circulation of
1,727,118) and the Mail Online (circulation
of 185,529,629)
Local councillor outreach
• The outreach resulted in two referrals with
councillors Bernadette Mill and Mark Rusling
who expressed interest in finding out more
about Carefree Kids and their work

9. Chime Communications 2014©
9
PR results

10. Chime Communications 2014©
10
PR legacy
• Registered Carefree Kids with volunteering
services at two key London universities
• Strengthened the relationship with Cindy
O’Callaghan, who is keen to work with CFK in
future for media purposes
• Provided media lists of key publications across
relevant sectors
• Contact details of all local councillors and a
political stakeholder information sheet

11. Chime Communications 2014©
11
Feedback
“Read the report yesterday.
Outstanding so well done from me too!”
Chris Satterthwaite
“It was a very tight contained programme
which you executed extremely well, delivering
real benefits to the charity and leaving them
with a legacy which will continue to help them
in the future.”
Tricia Moon
“We are very grateful for all the hard work the
whole team has put into this project. You have
all been so professional, helpful, patient and
constructive! Thank you again”
Carefree Kids

12. Chime Communications 2014©
12
Thank You