Fourth Sector Content Campaign

Client

Connected Places Catapult

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Situation

Connected Places Catapult, a fourth-sector organisation driving British innovation, sought content support for their Homes for Healthy Ageing programme. This two-year initiative aimed to assist UK SMEs in developing sustainable and scalable housing solutions to enhance the quality of life for an ageing population and address future housing shortages. The challenge was to create content that would engage stakeholders, communicate the programme’s value effectively and attract proposals.

Solution

I developed a comprehensive six-month content strategy for the Homes for Healthy Ageing programme. Key elements included:

• Messaging framework: Created a strategic messaging framework to ensure consistent communication of the programme’s goals and impact, tailored to resonate with both innovators and investors

• Content workflow: Detailing how the team would work together to produce and approve content

• Stakeholder research and mapping: Identified and mapped key stakeholders to target content effectively and facilitate engagement with relevant audiences

• Content and comms plan: Developed a detailed content plan and calendar for the content hub, featuring an introductory video, blog series and press release

I managed a small team of freelance copywriters to produce a series of ten blogs designed to generate human interest in healthy ageing, while informing the target audience about the sector’s opportunities. This content not only highlighted the innovative solutions but also attracted attention from both potential innovators and investors, supporting the programme’s objectives and enhancing its visibility.