PROJECT
PERCY HEDLEY
REPORT May- July 2014
SOCIAL ENTERPRISE Ashlee Bentham Jonathan Hartono Sam Hirsch Max Holford Huy Nguyen
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Welcome...
PRIMARY RESEARCH
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Our strategy involves the gradual spread of the Hedley’s ethos. slowly but surely from it’s origins here to a brand that could be recognised nationwide and further. Celebrating the authenticity and honesty of our products. the branding is simple, beautiful, and appropriate. Part of being successful is recognising when you need a hand. your support network will be a vital component in your success and we recognise this. We have entered the relationship era: maintaining your online presence will enable you to connect with fans and advocates around the world. Most important are the individual journeys of service users. our concept celebrates the achievements of everyone, regardless of ability.
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FOREWORD We’d like to thank the service users and service workers of Percy Hedley for helping us in this project. Special thanks should be given to Chris Jeffs, Nathan Pellow, Ben Nightingale, and all the other people who have helped us during this project. Finally, we would like to thank Marie Watts, Michael Curtis, and David Barker for their hospitality and support throughout the project.
PRIMARY RESEARCH
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THE TEAM
ASHLEE BENTHAM
HUY NGUYEN
Computer-Aided Product Finance and Investment Management Design
JONATHAN HARTONO
MAX HOLFORD
SAM HIRSCH
International Business Interactive Media Design Management
Design for Industry
PRIMARY RESEARCH
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CONTENTS EXECUTIVE SUMMARY
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RESEARCH FINDINGS & INSIGHTS
9
CO-CREATIVE WORKSHOPS
35
BRAND IN ACTION
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BRAND ELEMENTS & PACKAGING
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WEB PRESENCE
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STRATEGIC PARTNERS
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SUPPORT NETWORK
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LONG-TERM STRATEGY
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EXECUTIVE SUMMARY
Three workshops, five consultants, ten visits to Percy Hedley, market research, competitor research, and a few missed calls later, here are our findings...
INCLUDED WITHIN... Within this document, we present a new commercial direction for Able 2 Adult Services, a brand called Hedley’s. This new development is based on extensive research (both primary and secondary) into the nature of Able 2 as an organisation and extensive consultation with specialists in relevant fields. Elements of this brand have been developed, through a series of co-creative workshops, with both service users and service workers of Able 2. To drive the success of this brand four supporting elements are proposed; Support Network, Online Presence, Individual Journeys, and Commercial Partners. As well as a long-term strategy for the development of Hedley’s.
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EXECUTIVE SUMMARY
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Logo & Brand Elements
Improved online presence
Service User Personal Journeys
Awareness of commercial partners
Improved support network
EXECUTIVE SUMMARY
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PROJECT APPROACH In order to solve this complicated problem and propose an appropriate solution, we approached the problem in a structured way, this is detailed below.
ORIENTATION
STRATEGY
Background research familiarising ourselves with charitable organisations in general and relevant case studies
A long-term strategy proposed for Able 2, taking into account factors such as human resources, long term growth, growth opportunities and resources needed.
INVESTIGATION A summary of our in-depth investigation of Able 2 and identification of opportunities within.
DESIGN SOLUTION Brand/Identity development for the future of Able 2 and an in-depth service design and roadmap for the implementation of a future brand. (including graphic design, brand attributes, and packaging solutions)
REFLECTION At times this project has seemed overwhelming, from the beginning where we had to write our own brief, through the cocreative workshops, to deciding how best to deliver the project making the most of our team. It has been a tough, but ultimately rewarding experience.
ORIENTATION
CONTEXT INTRODUCTION Able 2 is an organisation that provides an exciting and varied range of activities for adults with a complex range of physical and learning difficulties. As part of the Percy Hedley Foundation, a charitable organisation that has had roots in the North-East for over fifty years and is well known in the region, Able 2 serves around 170 people, 30 of whom reside in Percy Hedley residential care. Many of the activities undertaken at Able 2 involve physical objects and artifacts being produced as well as intellectual property such as music. In the past these have been sold and revenue generated. As a charity, there are many issues around this and as an organisation focused on supporting its people, the legal implications of this have not been fully investigated or resolved. With the success and uptake of Able 2 day services, there could be potential to expand in a variety of ways and we plan to investigate this potential further.
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ORIENTATION
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PROJECT BRIEF Currently Able 2 are doing an excellent job of providing for their service users. We are investigating whether there are any opportunities for improvement in the following areas
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SOCIAL ENTERPRISE
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EXPANSION
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MARKETING
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RESEARCH FINDINGS & INSIGHTS
Research process and development process is shown in full in accompanying project log. Please refer to this for the full run-down on research conducted and insights gained.
INVESTIGATION
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SUMMARY A full and varied programme of research was conducted to gain understanding of markets, trends, and capabilities of Able 2 We interviewed, on more than one occasion five specialists for information regarding Social enterprise, sustainability, design disruption, workshop facilitation and the local market for gifts: Roger Candy, Andy Tennant, Jenny Davidson, Nathan Pellow, Vera Faulkner Conducted market research throughout Newcastle. visiting, among others, Fenwicks, Newcastle Arts Centre, Grainger market, YumLush, The Biscuit Factory, The Baltic, The Sage, Fifth Avenue Flowers. Discussed and showed the products to two shops, YumLush and Newcastle Arts Centre. Sent a product portfolio to sixteen local shops to guage the interest in products.
Organised and carried out three co-creative workshops with service users and workers at Percy Hedley. A comprehensive photographic ethnography of Able 2 and it’s relevant departments in order to map the service currently being delivered.
PRIMARY RESEARCH
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FIELDWORK CONTEXT
INSIGHTS
We visited Able 2 on a number of occasions, two early visits involved the whole team conducting ethnographic research and looking for opportunities for enterprise. Photos were taken, informal. interviews were conducted informally with the aim of becoming familiar with the service-users, workers and the general environment we were to be working in.
Some key points we noted from our observations are listed here
We experienced first hand some the technologies that are employed at Able 2 such as the I Muse (a device for digital painting using movement and sound)
Telling the story about Percy Hedley is important for an emotional connection
We felt that an important point to note was the organisational culture within Able 2. This has a massive part to play in our proposition for Hedley’s as a brand. Because of the overall positivity and enthusiasm, we feel that both the service users and workers will be willing to try new things and get involved with this new venture.
Product portfolio is too diverse to be without a consistent brand Products are produced without careful consideration as to what might sell
Consolidate brand before attempting to expand Brand/packaging must be flexible enough to support group or individual artworks
INVESTIGATION
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SWOT ANALYSIS
This SWOT analysis is a combination of our observations and interviews, and SWOT anlyses gathered from service workers during our field visits.
STRENGTHS
WEAKNESSES
Expert staff
Lack of coherent branding
Work ethic of support staff
Reactive to clients needs
Professional working environment
Lack of commercial experience
Inclusive sessions
Under staffed in some areas
Flexible services
Computer/software problems
Person-centered supportive environment
High operating costs
Healthy income and balance sheets
Lack of inter-departmental communication
Specialized equipment and excellent facilities
Difficulty navigating to Able 2 within Percy Hedley’s website.
Positive organisational culture
Unclear long-term visionw
Wide range of activities
INVESTIGATION
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OPPORTUNITIES
THREATS
Marketing Activities to increase brand awareness
Economic condition
Partnerships
Other service provider poaching service users
Business links
Funding cuts
Apprenticeships/internships Expansion Engaging local community
This formed the basis for our initial ethnography. Giving us some ideas as to where we could look for design opportunities.
INVESTIGATION
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SERVICE MAPPING This service map details the structure of the current Able 2 portfolio. It was put together by our team after our first fieldvisit.
ts tac on C BE y Ke rM e k r Ba is urt vid a lC D e a h Mic s Watt Marie
ABLE 2
16 Pallatine Beds
Able 2 Day Centre Forest Hall
Orion Business Park
PERCY HEDLEY
ABLE 2 DAY SERVICES
Apprenticeships + Placements
Linskill Centre
SUB-BRANDS
OUTPU TS
CHANNE L S TO MAR K E T
WOODEN GOODS Hedley’s Craftworks
KINDLING
WORD OF MOUTH
SAWDUST
Arts + Crafts
MISC. BUT COMMERCIAL
Ceramics
UNIQUE CERAMICS
Area 51
HANGING BASKETS
Able 2 Print
CRYSTAL BLINDS
HEDLEY SHOP
WORD OF MOUTH
WORD OF MOUTH
NHS FLYERS
CONTRACT
Able 2 Cook Karten Media Suite
VIDEO PRODUCTIONS WEB DESIGN
Foundation Radio
PODCASTS
Soundscapes
MUSIC FESTIVALS
Able 2 @ Linskill
QUAYSIDE MARKET
SOUNDCLOUD
INVESTIGATION
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EMPLOYABILITY CONFERENCE On Thursday 29th May 2014 we were thrown head first into the wicked world of issues surrounding the employment of disabled people. Ranging from social, political and legal issues accompanied by an underlying lack of support for the sheer range of disabilities people possess. We were enlightened by a range of speakers from different points of views - an academic (Alan Roulstone, Leeds University), political (Kate Green MP, Shadow Minister for Disabled People), Liz Sayce (CEO of Disability Rights UK) and many more including live performances by ‘Act Positive’, an interactive audience participation play covering such topics. This really did give us a wake up call and these preaches of wisdom passionately fuelled our insights and drove the project’s direction. It supported existing ideas and concerns surrounding the self-actualisation of service users and the importance of independence and freedom for service users / ‘makers’.
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We also made some valuable connections on our table meeting David Harrington of BLISS-ABILITY and members of Gateshead Voluntary Organisations Council (GVOC). All in all an extremely informative and entertaining day! Plus the food was gorgeous.
INVESTIGATION
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STAKEHOLDER MAPPING POWER - INTEREST High Power
This exercise helped us to identify the power and interest of the different stakeholders of Able 2. It enabled us to decide who to focus our efforts on, with our ultimate goal being to increase the interest and appetite of service users to create work to be sold. This increase in interest will make Hedley’s a productive enterprise.
SERVICE USERS
SERVICE WORKERS
PH BOARD
BENEFACTORS CUSTOMERS MANAGEMENT
OTHER SOC. ENTERPRISES
LOCAL COMMUNITY
Low Interest
High Interest
LOCAL BUSINESSES
Primary Stakeholders Secondary Stakeholders
LOCAL PRESS
Low Power
LEGAL & BENEFITS SYSTEM
PRIMARY RESEARCH
EXPERT CONSULTANTS Interviews with professionals and academics gave us credible answers to a lot of questions that we were unsure about. Here are some snippets from the key individuals that summarise their main thoughts on the questions that we asked them.
The packaging is going to be really important. Decisions can be made on a piece of beautiful packaging I think you should definately focus on the uniqueness of the products. The fact that they are one-offs is a definate selling point. ANDY TENNANT
Design Lecturer
Remember, there may be other solutions for this brief other than a purely social enterprise. The most appropriate may even be a company limited by guarantee or other form of commercial enterprise. ROGER CANDY
Head of Enterprise Campus
PRIMARY RESEARCH
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JENNY DAVIDSON
NATHAN PELLOW
VERA FAULKNER
Business sustainability expert
Business Development Expert
Buyer - Tyne & Wear Archives & Museums
“
This idea sounds like it could be a success, just remember that it is as important to focus on financial sustainability as well as the social aims.
“
“
Simplicity is important if the service design is to be implemented. The web presence might not be best suited to an online shop given the nature of the products. However, it will be an excellent resource for raising awareness and marketing.
Use the values of Percy Hedley combined with excellent packaging that people will want to buy. Use of a support network to gain market insights will be valuable.
PRIMARY RESEARCH
MARKET RESEARCH We travelled to a variety of shops (Fenwicks, Sage Gateshead, Baltic Shop, Grainger Market, Biscuit Factory, Newcastle Art Centre) to gain understanding about the market for gifts and cards in general, specifically we wanted to gain insight into the pricing and branding of products similar to those being produced at Able 2. There were a wide range of cards available from small bundles of 12 cards for £1 up to expensive luxury cards available for around £4 each. Particularly popular were birthday cards and cards for special occasions or seasonal cards such as Father’s Day. Maybe this is an area that Hedley’s could capitalise on. Generally there were no hand-made cards on display, some were hand-finished with embellishments added after printing. Also, the packaging for gift-cards was limited. Items on display at Newcastle Art Centre and the Biscuit Factory were displayed with the maker’s name next to them. This allows for artist recognition and also the buyer has a
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27 personal connection with the maker. This could encourage further sales if somebody buys from someone that they like. After speaking with shop owners, it is important that low-cost items such as cards are produced in multiples so that Hedley’s can capitalise on individual pieces of art and the time and effort spent making them. Lino prints are a cheap way of doing this and can be very effective. There was an emphasis on costing in order for Hedley’s to work out how much to sell items for. This is for the benefit of the stockists as well as for Hedley’s. Some products such as the printed cushions and jewelry must be certified to reach certain industrial standards before they can legally be sold in shops. I.e the pillows would have to be certified flame-resistant and the jewelry must be hypoallergenic. Gifts for males could be an opportunity too, after seeing a definate gap in the market here.
This is Meath’s homepage. As you can see it is clear and modern. They’re a small organisation but they have a big presence
CASE STUDY
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MEATH EPILEPSY TRUST
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A WORLD OF POSSIBILITIES!
KEY ACTIVITIES
Organisation Overview - The meath epilepsy trust is a charitable organisation founded in 1892 which provides opportunities for adults living with epilepsy. The interesting thing about it is, starting with Arthouse Meath, every one of it’s activities for service users are some form of social enterprise. Having spoken with one of its representatives, it is quite a small organisation, however it’s web-presence and branding belie this. With more coordinated and coherent branding accross Able 2, the benefits could be astounding. With this in mind there is a lot that we feel Able 2 could learn from the Meath in order to capitalise on the already fantastic work that is being done.
Arthouse Meath - Art classes with a dedicated shop staffed by volunteers. Work produced in conjunction with local artists and coaches is interesting, unique and ultimately marketable. Changing perceptions - Upholstery and furniture restoration delivered on the same lines as the Arthouse. Recently founded, the furniture is selling well and provides excellent training and skills development for the service users.
CASE STUDY
ARTHOUSE MEATH USEFUL INSIGHTS After speaking to Garry Hill , Enterprise Manager and Volunteer Coordinator at the Meath Epilepsy Trust, here are some key points to consider in order to make Able 2continues to run sustainably.
Training and coaching during sessions helps to increase the quality of the output from workshops. Selling and applying prints of artwork from sessions is a simple way of increasing sales and raising money from each artwork Specific market intelligence regarding trends (Nautical, Owls, etc) will enable products to be produced that are on trend and desirable for consumers Fixings and frames are of high quality, being more expensive they make the overall object or art appear to be of higher quality. Spending money to make money!
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CASE STUDY
OXFAM INSIGHTS There are lots of things you could take on board from larger charities ways of working and marketing. Oxfam is a good example of this They show the story of each of their campaigns - showing their capability and the result out of their actions - both through narrative and statistical data available on their website The extensive use of the social media allowing them to publish and be followed - updated regularly (pinterest, instagram, facebook, youtube, twitter) Frequently updated web presence, showing what is currently going around the community (your PR manager could do this)
OXFAM’S VALUES Seven values that align with everything they do: We believe in people We work better together - They are strong through partnership We’re experienced - They have history success We’re experts - They are specialized We say it like it is - Their word is their action
Volunteer opportunities - supporting the labour capability while raising awareness through word of mouth.
We’re open and transparent - They are honest and trustworthy breaking down of where the donation money goes
Financial brand honesty, a breakdown of where money goes for every pound donated.
We’re optimistic - They are showing result of their impact through Story
CASE STUDY
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TRAIDCRAFT TRADE
HISTORY Traidcraft worked with partners (Oxfam, Twin Trading and Equal Exchange) to set up CafĂŠdirect. CafĂŠdirect was the first Fairtrade product to hit supermarket shelves. We were the first Plc to carry out fully audited Social Accounts (in 1993). We have worked with Marks and Spencer to introduce a range of fair trade cards to their stores.
A successful business based on fair trade principles, Traidcraft trades with poor and marginalised producer groups, helping them develop skills and sustainable livelihoods through the trading relationship.
SUPPORT The relationship with our suppliers is at the heart of our trading company and we invest a great deal of time and effort in ensuring it is a stable, productive and mutually beneficial trading relationship.
INFLUENCE There are now more fair trade products available than ever before - credit to an army of supporters, buyers and sellers who help spread awareness of fair trade and its impact on alleviating poverty in the developing world.
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CO-CREATIVE WORKSHOPS
As mentioned earlier, in order to really get the service users on-board with our concept, we felt it imperative to co-create branding and merchandidsing elements with them. Detailed in the section are our three cocreative workshops and their outcomes.
PRIMARY RESEARCH
WORKSHOP ONE OBJECTIVES Establish relationship with service users and workers at Able 2 Gauge general appetite for social enterprise Start to gather personal stories of service users for use on packaging and marketing.
ACTIVITIES Meet and Greet Discuss favourite interests and hobbies. Ask a few questions about service users and workers to establish trust and key characteristics for branding
WORKSHOP OUTCOMES Notes taken on individuals. Illustrator was present to take down relevant points and provide a point of interest. This also formed the basis of brand story and added value for the products and marketing collateral. Personal illustrations for service users and workers.
PRIMARY RESEARCH
WORKSHOP TWO OBJECTIVES Co-create branding elements Co-Create personal brand marks
ACTIVITIES Explanation of branding approach Discussion of branding and maker’s mark Using material of your choice - create a 10cm x 10cm artwork or signature Show and tell new makers marks and examples of Hedley’s logo
WORKSHOP OUTCOMES Personal brand marks Hand stamped logo Hand out branding surveys to service users
PRIMARY RESEARCH
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WORKSHOP THREE OBJECTVES
WORKSHOP OUTCOMES
To further test overall concept of Hedley’s
Questionnaire results collected (discussed in justification section) and generally people were excitied about the concept.
Co-create packaging and logo/maker’s mark To gain feedback on website? To answers problems raised in previous workshops Collect the work they’ve done
ACTIVITIES: Show basic structure of service and concept Collect oral feedback through notes and audio Show example service user’s maker mark and get feedback Collect their design sheets and questionnaires
Individual maker marks were collected from service users.
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BRAND IN ACTION
Our proposal is to ensure that everything that is produced by service users and service workers at Able 2 is branded suitably to inform consumers of the story, the quality of the product and the brand values behind it. Although branding is the key element illustrated in this document. Our proposal is backed by an in-depth and considered strategy plan cooked up by our in-house business experts. We believe what you see here is a wellrounded and realistic proposal to propel Percy Hedley into the future.
The next few pages detail the packaging and branding solutions for the individual departments.
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C E R A M IC S
CRA F T WOR KS
AR TS & C R A F TS
H A N D STA M P E D B AG S
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BRAND ELEMENTS & PACKAGING
Our proposal is to ensure that everything that is produced by service users and service workers at Able 2 is branded suitably to inform consumers of the story, the quality of the product and the brand values behind it. Although branding is the key element illustrated in this document. Our proposal is backed by an in-depth and considered strategy plan cooked up by our in-house business experts. We believe what you see here is a wellrounded and realistic proposal to propel Percy Hedley into the future.
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OUTCOME MAP
Improved online presence
Service User Personal Journeys
Logo & Brand Elements
Awareness of commercial partners
Improved support network
PRIMARY RESEARCH
HEDLEY’S AS A BRAND VISION Achievement for all
AIMS AND OBJECTIVES To create and market stylish and desirable gifts, homewares, and furniture to the public. Allowing disabled adults at Percy Hedley recognition and achievements through creative activity. We were careful to use elements created during our co-creative workshops as part of the brand Hedley’s
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N
Creative Honest Quality
Unique
Hand-Crafted
Trustworthy
Imaginative Down-to-Earth
Serving customers beautiful, unique and meaningful products in an honest environment that empowers the lives of the makers.
BE
Caring Earthy Soft
LI
E
We believe in selling unique quality products to customers creating a win-win benefit to both sides.
We like to have a close one-to-one relationship with each individual customer. A soft mother-like ethos.
IN G
TA LK
AL W
KI
RA
PL INE
O W
F
ST
“We create wonderful things because we love to make them. You buy our things because you love them and it really is going to help us out.”
Every element of this brand has prevelant evidence of hand craft.
O LO E W H OW
H
OO
W
G
Not a full on Geordie! But a gentle ‘pet lamb’. Making use of the Northern charm. The kind of woman who kindly insists you have a cup of tea.
ET AL
& G
IN
N
D UD &P
PR
Amazing facilities, Existing custom, Products speak for themselves, Meet the makers, Professional approach.
E BEHAVE
The local, stylish and boutique choice. Not to mention the genuine life-changing appreciation your custom gives us,
PROOF
POSITIO
N
WW HO
& HEAR TS ADS HE
K
SI
O TI
F
PO
VALUES
K
PRIMARY RESEARCH
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HEDLEY’S BRAND WHEEL THIS DEFINES US
WALKING AND TALKING
This is the guideline for brand communication. Imagine that Hedley’s was a person, this is how it would act, speak, and look. This can be a very useful tool when sorting out the tone of communications and the direction for future activities.
We like to have a close one-to-one relationship with each individual customer, as if they are a personal friend.
HEADS AND HEARTS Serving customers beautiful, unique and meaningful products in an honest environment that empowers the lives of the makers.
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Friendly and casual tone of voice, sometimes with a touch humour without forgetting our charity. Every element of this brand has prevelant evidence of hand craft.
PROOF AND PUDDING We love to make things. You love the things we make.
Creative Honest Caring Quality Unique Earthy Soft HandCrafted Trustworthy Imaginative Down-to-Earth
Amazing facilities, Existing custom, Products speak for themselves, Meet the makers, Professional approach.
We believe in selling unique quality products to customers creating a win-win benefit to both sides.
Local, handmade and desirable. Not too expensive but with a designer edge.
PRIMARY RESEARCH
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BRAND ARCHETYPE THE CREATOR
shows the sense of belonging which is distinctly present in Able 2.
Hedley’s seems to reflect characteristics of multiple brand archetypes; however, it mostly lies within the creator archetype. Its craft workers truly value the opportunity for self-expression in their products. They trust in the creative process and use their imaginations to create beautiful pieces of art. The creators aim to produce art works that are original, artistic and interpretative, but also hold meaning.
THE SAGE
THE INNOCENT
THE LOVER
A huge aspect of the brand is its attempt to go back to basic values of high-quality, products which are a great value for money. This provides customers with a positive view of the brand and boosts reputation. The simplistic face-to-face service also allows the craft workers to build honest and trustworthy relationships with their clients. All of these things are part of the innocent archetype.
Because of the personal touches put onto Hedley’s products, consumers are likely to be connected to the brand through something deeper than if they bought a product which is not handmade. The promise of this aesthetic appreciation given by products such as jewellery and bags establishes a promise of beauty which is concurrent with the lover archetype.
THE REGULAR GUY
THE HERO
Another large part of Hedley’s is in its Vision: Achievement for All. This reflects the egalitarian approach and the honest and hardworking attitudes of the craft workers. The regular guy archetype
Hedley’s also inspires determination, triumphs over challenge, and shows perseverance which are characteristics of the hero archetype.
The service workers involved in Hedley’s act as the main role under the sage archetype. They inspire the craft workers to continuously learn. This will enable the craft workers to educate their consumers about their products and will encourage them to make smarter decisions about ethical products.
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LOGO VARIATIONS
64 LOZENGE This version is to be used on all printed media, or when the space it is in is compact, it’s down to common sense really! It will also be used in order to save space on the product tags and flyers.
COLOUR BLOCK This is to be used on all external consumer facing packaging, bags, boxes, and over photos. To be applied digitally or with ink stamp. To be applied in contrasting colour to packaging.
PRIMARY RESEARCH
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SECONDARY MARK We believe it is important to let people know that the products are locally produced. The word crafted and the Tyne Bridge mark was chosen because of the North-east’s heritage and history of manufacturing
STRAP LINE This represents the ethos of the brand, an eleven word summary of what we do and how you feel about it.
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66 BASIC TAG This is a basic tag to be attached to products or stamped paper bags. It has a blank space for the makers signature, item description, or price. We were nonspecific to keep the packaging flexible and simple to understand. The reverse contains a small passage about the Percy Hedley’s aims, objectives and story. Included are the brand marks discussed above.
PRIMARY RESEARCH
PRODUCT TAGS DEPARTMENT TAGS At present, there are only four different colours available, one generic and the others department specific. This provides an instant visual cue as to where the product has come from and allow recognition to be given to individual departments.
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PRIMARY RESEARCH
PROPOSED MAKERS MARKS
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These are the individual makers marks. A set of stickers with these printed on will be given to each craftworker as an induction to Hedley’s. They will be attached to products alongside the departments stamp in order to provide the buyer with information about the maker and a link back to their individual website.
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PROPOSED DEPARTMENT STAMPS These are the department stamps, they are to be used when the product being sold has been made either as part of a group project or by an individual without a makers mark. In either case, department specific stickers should be readily available.
Everything you will need.
Write.
Everything for bag stamping.
Peel.
Squirt.
Stick.
Roll.........................
Loop.
................Keep rolling........
Tie.
Stamp.
Release.
Perfecto!
Place.
Everything for product tag.
Sell!
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WEB PRESENCE
Our proposal is to ensure that everything that is produced by service users and service workers at Able 2 is branded suitably to inform consumers of the story, the quality of the product and the brand values behind it. Although branding is the key element illustrated in this document. Our proposal is backed by an in-depth and considered strategy plan cooked up by our in-house business experts. We believe what you see here is a wellrounded and realistic proposal to propel Percy Hedley into the future.
Currently the Able 2 Day Service’s web presence exists as just a part of the Percy Hedley website. Not only does this information get lost within the mass of content, but the Able 2 content itself is not particularly as rich and not making use of all of the digital content Able 2 currently produce.
PRIMARY RESEARCH
UPDATED WEBSITE
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SOCIAL FEED
STOCKISTS
CUSTOMERS WITH PRODUCTS
Predicting the whole world being online by 2020, social media really is the place to be. Plus, Percy Hedley already has an abundance of content ready to be showcased and talked about.
Because Percy Hedley or Able 2 Day Services doesn’t have a distribution capability it would be impossible to sell products online and have them delivered.
we recognise how important it is to satisfy the needs (self - actualisation) of Able 2 service users and workers.
These social media platforms spread words like wildfire and can be sensitively filtered, secured and managed.
That’s why the the web is a perfect place to showcase products and send the customer directly to where it matters, the Stockists, who will have exclusive access to Hedley’s products.
This led us to the ‘Thank You Function’ empowering customers to upload photographs of themselves with Hedley’s products directly to the website. This is endless online social marketing and more importantly the recognition Hedley’s product creators deserve.
PRIMARY RESEARCH
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THANKYOU FUNCTION
1
Hedley’s product in packaging comes with interactive tag.
2
Smartphone software recognises Snaptag or QR code.
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3
QR code takes you to “thank you” function
4
“Thank you” function allows customer to upload photo to website.
PRIMARY RESEARCH
Photo of customer with product and message uploads directly to website.
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Hedley’s Maker checks website and sees their creation in use.
Gaining the recognition and that he deserves.
PRIMARY RESEARCH
THANK YOU FUNCTION
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Snaptag and QR codes are a convenient way of linking your product packaging directly back to your website. Using a mobile phone camera, the QR code or Snaptag can be recognised and take you directly to www.hedleys.org.uk
7 IN 10 UK ADULTS OWN A SMARTPHONE
72% UK MOBILE USERS DISLIKE QR CODE EXPERIENCE
88% MOBILE PHONES HAVE A CAMERA
PRIMARY RESEARCH
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HEDLEYS X SNAPTAG One Logo, Thousands of Interactions WHY SNAPTAG?
79 SNAPTAG FEATURES
BRANDING
BRAND-ABILITY representing the brand itself in combination with the Unique Code Ring Technology.
COMMERCE
ENGAGEMENT
SOCIAL
enable consumers to access interactive brand information, content and marketing engagements.
ACCESSIBLE Activates a mobile messaging dialog or a Web connection.
ACTION
MOBILE GIVING
PRIMARY RESEARCH
HEDLEY’S FELLOWS It was massively important for us to have the individual journeys at the heart of our work. Part of our concerns were that service users who progressed on from Percy Hedley to be employed and independent would feel detatched and excluded from the work that goes on and passionately enjoyed creating products for the Hedley’s brand. Our answer to this is ‘Hedley’s Fellows’. Hedley’s Fellows is a fellowship of service users who have moved on but however continue to contribute to the Hedley’s brand making products elsewhere or at home in their spare time.
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PRIMARY RESEARCH
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SERVICE USER’S PERSONAL JOURNEYS This diagram demonstrates the various stages a service-user can go through. From the joining Able 2, to becoming a part of Hedley’s ( A Hedley’s Fellow) through to receiving feedback via the website and also continuing to contribute to Hedley’s should they move on to somewhere else. This personal journey is an integral part of our strategy.
Become Hedley’s Fellow
Create individual maker’s mark
Choose services to attend
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Craft and package products to be sold
Receive feedback through website
Long term involvement with Hedley’s
STRATEGIC PARTNERS
Throughout this process, it is important to understand that Hedley’s cannot happen in isolation. For this reason we have identified two areas that will be vital to ensure the projects success in the future.
PRIMARY RESEARCH
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Our proposal is to test the Hedley’s brand using B2B sales initially as this is a cost-effective way to identify the appetite of customers.
When building a brand, the network of stockists will be important in ensuring that you reach your target audience.
We have conducted primary research into both Percy Hedley and local businesses who we propose would stock your products. Potential opportunities have been identified in several companies detailed overleaf These companies really loved the card selection that we showed them though they felt that they were underpriced and they thought that the jewellery was well-made and would be easy to sell.
Handled well, they will be vital in guaging which products are selling and provide valuable market insghts. Suppliers as well as retailers are important. Stocking up on a variety of materials will be good for ensuring products are on trend and current.
In order to help you out, we have identified a list of potential commercial partners and stockists. Some we have already contacted, and some are there waiting for a phonecall. However, to coincide with Stage One of our strategy, all of them are local.
PRIMARY RESEARCH
Newcastle Arts Centre Limited 0191 261 5618 admin@newcastle-arts-centre.co.uk 67 Westgate Road, Newcastle Upon Tyne, NE1 11SG YumLush 33 The Gosforth Centre, Newcastle upon Tyne, NE3 1JZ 0191 285 4442 Katherines Florist +44 (0) 191 261 6000 info@katherinesflorists.co.uk 49-51 Leazes park road, Newcastle, NE1 4PG Logo Bear 0191 222 1138 info@logobear.co.uk Unit 56/57, Alley 2, Grainger Market, Newcastle City Centre, NE1 5QQ
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87 Elula gift shop 0191 261 6128 13 Ridley Place, Newcastle upon Tyne, NE1 8JQ
Wooly Blue 0191 2811800 20 Brentwood Avenue, Jesmond, Newcastle, NE2 3DH
Laing art gallery 0191 232 7734 claire.fulleylove@twmuseums.org New Bridge Street, Newcastle Upon Tyne, NE1 8AG
Occasion Supplies 0777 597 1604 20 Benton Lodge Avenue, Benton, Newcastle Upon Tyne, NE7 7LU
The Biscuit Factory 0191 261 1103 art@thebiscuitfactory.com 16 Stoddart St, Shieldfield, Newcastle Upon Tyne, NE2 1 AN
4kandles 0191 2715191 http://www.4kandles.co.uk 3 Fawlee Green, Newcastle., NE3 3YD
The Dotty House 0845 094 0356 info@thedottyhouse.co.uk William Street, Felling, Gateshead, NE10 0JP
Candle Essence Limited 0191 44 77 223 28 The Boulevard,Metro Centre, Gateshead,Tyne & Wear, NE11 9YN.
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SUPPORT NETWORK
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89 As well as stocking the products, we propose that local companies will take on a supporting role in helping to improve products. Utilising their expertise and great understanding of the market within newcastle we hope to make Hedley’s products more marketable in order to create a high demand. We also wish to encourage collaboration with both university design students and professional designers in order to keep up to date with trends and produce outcomes which are much more commercially viable. We hope that by using design as a competitive advantage, Hedley’s could sell its product at a higher price.
We have also been in touch with the Meath Epilepsy Trust, as mentioned in our case study earlier. They are more than happy for you to get in touch with them to exchange ideas and provide guidance. They have been established in the SouthEast for a while now and have displayed their products at many independent art fairs and shops. Below is our key contact at Arthouse Meath. Garry Hill Skills and Enterprise Centre Manager and Volunteer Coordinator 07867450041
PRIMARY RESEARCH
CONCEPT JUSTIFICATION PACKAGING/INDIVIDUAL JOURNEYS The idea of raising awareness and brand recognition through the design and implementation of distinctive packaging was raised with Vera Faulkner and Andy Tennant at different points throughout the project. It was said that it would help to provide a consistent brand message and also to reinforce the key values and story behind the brand. People make purchasing decisions in-store based on distinctive and attractive packaging and we believe that the packaging will differentiate Hedley’s from existing brands. Our initial investigation into Able 2 and subsequent service mapping showed to us clearly that there were a large number of brands, too many to be recognisable as one consistent whole by the public. By consolidating and identifying the separate branches underneath that umbrella of Hedley’s, they maintain their independance while reaping the benefits, cross-selling, and brand recognition of a larger brand.
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Finally, the packaging was designed in such a way that it provides the function of feedback, giving the service user’s recognition for their craft and conveying the Hedley’s story that will help customers form an emotional connection with the brand.
SUPPORT NETWORK The Able 2 SWOT analyses and our ethnography identified a number of skills gaps in the organisation Able 2. It was thought that in order to fill these gaps, develop Hedley’s in the future, and achieve our proposed vision, these gaps would need to be addressed through the hiring of additional support. We propose two extra staff to be hired to run Hedley’s and their job roles are detailed in our strategy report, both support staff (PR & Media Relations Officer and Head of Design) would work together to develop Hedley’s as a brand. the appointment of these two positions links back to our market research where needs to increase productivity and market relevance of products and also keeping brand media and collateral up to date where raised by shop owners.
PRIMARY RESEARCH
ONLINE PRESENCE After looking in depth at successful charity and social enterprise Arthouse Meath (part of the Meath Epilepsy Trust) it seemed sensible that an improved web presence would raise brand awareness and publicity for Hedley’s. Our belief is that it will engage new customers further than at point of sale, and also provide further brand interaction for loyal or repeat customers. Customers new to Hedley’s will be able to find their nearest stockist of Hedley’s products and purchase them from a local outlet. The ability to provide market feedback and reviews on specific products while giving feedback for the individual makers will award service users recognition and satisfaction from seeing their products in use. This is the online counterpart to the feedback function built into the packaging.
EXTERNAL STOCKISTS In order to reach the greatest number of people possible, we have elected to use external stockists. This has a number of uses, in that
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91 it can help to guage a product’s success rate with customers and also be used to gather market expertise from people who know the market better. In terms of channels to market, direct sales to consumers will be too labour intensive at the time of Hedley’s being established and beyond the capabilities of the organisation.
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LONG-TERM STRATEGY
STAGE ONE
STAGE TWO
STAGE THREE
Objectives
Objectives
Overview
Core Activities
Core Activities
Strategy & Management
Pricing Considerations
PR & Media Relations Officer
Strategy & Management
Head of Design
STAGE ONE
STAGE TWO
STAGE THREE
PRIMARY RESEARCH
STAGE ONE IMPLEMENTATION
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OBJECTIVES A)
Gain an understanding of markets appropriate to products being sold by Able 2
B)
Develop marketing capabilities: Customer relationship management, distribution channels, B2B marketing, brand development.
C)
Establish and build Hedley’s brand.
CORE ACTIVITIES:
A.
ESTABLISH BUSINESS RELATIONSHIPS WITH RETAILERS
We propose that Hedley’s should market to retailers and gift shops which sell hand-made goods, that made-in-the-North-East. We aim at these shops because we want to keep brand consistency. When people think about this brand, they should think of the brand’s characteristics such as hand-made and made in the North-East. Hedley’s would guage the appetite of the market through retailers of gift shops since they have experience of gift markets, and they should know how to price products. The size of retailers or gift shops should be small or medium at this stage because Hedley do not currently have mass production capabilities at this stage and do not want to be flooded with orders they cannot fulfill. A list of possible B2B stockists are included in section above.
B.
DESIGN LOGO
Our team has proposed a new logo for Hedley’s in the previous section. We will use this Hedley’s brand thoughout our long-term strategy in order to keep brand consistency.
C.
IMPROVE ONLINE PRESENCE
Web presence is important for brand awareness. At this stage, the web would be used for marketing purposes only. Not for sale purposes as Hedley’s would not have distribution capability at this time.
D.
CUSTOMER RELATIONSHIP MANAGEMENT
Customers are a crucial element to every business. At this stage, Hedley’s needs to identify and engage customers who may become loyal in the future. They are more likely to talk about Hedley’s products to other people this would increase brand awareness with
little to no cost. Hedley’s would gain healthy income since loyal customers are more likely to get involved with Hedley’s future events. People who buy and upload photos to the web are likely to be engaged further.
E.
DESIGN PACKAGING
Well designed packaging would gain people’s attention and help with purchasing decisions in-store. Concepts for packaging have been demonstrated and explained in the previous section.
F.
LOGISTICS
Logistics would be mostly moving stock from Hedley’s office to retailers or gift shops.
G. COST CALCULATION. Cost is a crucial element of the first stage because Hedley’s focuses on B2B at this stage. In order to calculate how much profit Hedley’s would make throughout a year, it is imperative to know production cost per unit. Calculating production cost per unit (Total fixed costs + Total variable costs) / Total units produced A fixed cost is a cost that does not change over the short-term, even if a business experiences changes in its sales volume or other activity levels. Examples: Amortization, Depreciation, Insurance, Interest expense, Property taxes, Rent, Salaries, Utilities A variable cost is a cost that varies in relation to either production volume or services provided. Direct materials are considered a variable cost.
STRATEGY AND MANAGEMENT:
From our market research, packaging of gifts is simple. Hedley’s as a brand would be different from existing brands in the gift market through packaging and individual marks. From a meeting with market expert Vera Faulkner, people like products which are hand-made and made-locally. So our concept emphasizes these characteristics. Demand and supply are extremely hard to control. At this stage, Hedley’s would develop demand-forecast based on sales of retailers or gift shops. Sales data should be collected and managed by a public relation (PR) expert. Hedley’s should aim to collect information from customers after they buy Hedley’s products. The purpose of this activity is to identify loyal customers. This information can be used for future marketing activities and product development. Advertising should be done through social media and word-of-mouth. PR person would manage all PR activates. To increase productivity at Able 2, we think that it is appropriate to bring a designer into the process. A designer would come up with products which could be reproduced through printing. This could utilize the existing printing department at Able 2. To close skill gap at Able 2, we suggest that a PR person and a Design Lead should be employed. Descriptions of these jobs are below.
PR & MEDIA RELATIONS OFFICER
ROLE PURPOSE
To manage all media and public relations activity both internally and externally. To ensure that Hedley’s has the profile and level of publicity which supports and ensures that all messages are in line with the charity’s vision and brand
ROLE DIMENSIONS
Effective PR strategy and planning Development of Hedley’s PR strategy and annual PR plan, to be updated monthly Co-ordinating major projects and campaigns including being responsible for KMS film crew opportunities Identify and exploit PR opportunities to maximise Hedley’s exposure Key internal contact for arranging stockists and communicating market intelligence back to Head of Design Oversee production of both photographic and video content to back up news stories and ensure that Hedley’s website remains contemporary.
Responsible for ensuring blog is regularly updated with compelling stories and photos from Hedley’s day to day life Responsible for updating Facebook and Twitter feeds regularly to build the Hedley’s story. Customer relationship management: identify and engage loyal customers to involve them with future events Maintain a list of stockists and materials providers Measurement and evaluation of all PR activity Widen market distribution by selling stocks to new retailers Forecast demand of market Making product selection decisions
HEAD OF DESIGN
ROLE PURPOSE :
To manage all communications with individual departments regarding design direction, trends and market information. To ensure that products being manufactured are exploiting relevant trends in colour, materials, finish, and theme. To organise workshops and coaching from local artists and designers.
ROLE DIMENSIONS
Organise workshops with service users to create personal marks or signatures To ensure packaging is consistent and replenished when needed To maintain control over design direction of Hedley’s brand and exploit any opportunities for design trends or events in conjunction with PR & Media Relations Officer. This role will be undertaken with PR & Media Relations Officer, the two will work as a team to help steer the development of Hedley’s brand in alignment with the long-term strategy.
KEY INTERNAL CONTACTS:
Michael Curtis, Marie Watts, Kate, Ali, Peter, Steering Committee, PR & Media Relations Officer
PRIMARY RESEARCH
STAGE TWO GROWTH PHASE
OBJECTIVES : a) Increase brand awareness b) Increase customer loyalty c) Continue developing marketing capabilities: such as store management and advertisements. d) Create the impression that Hedley’s is more than just a product on the shelf
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CORE ACTIVITIES:
A) PRE-OPENING MARKETING.
This activity is to let as many people as possible know about Hedley’s pop up shops. It might include marketing to customers through in-store banners, emails, personal contacts, social media, local press.
B) DESIGN POP UP SHOP.
To get people’s attention, shop design should be unique and have obvious brand characteristics. The design should be created by the Design Lead who would be employed in the first stage.
C) PRESS ENGAGEMENT.
Engagement with the press would lead to national impact and hence increase brand awareness.
D) LOCATION SELECTION
Based on sales data, the PR person would predict where Hedley’s products are selling well. Therefore, PR person would design pop up shops based on understanding of each region in Newcastle.
E) PRICING ABILITY
PRICING CONSIDERATION:
Production costs: the simplest, and the most used, pricing method is to set price at the cost plus a percentage mark-up. It ensures that products are not sold at below cost. But it is not a long-term strategy without subsidy.
STRATEGY AND MANAGEMENT:
Pop-up shop is for introducing new products or showing what Hedley’s capable of. Customers, especially loyal ones, should be highly engaged at this stage. Marketing activities would be not only through word-of-mouth. PR person should launch more sophisticated marketing activities like advertising through press or tv promotion. Hedley’s would be in partnership with local businesses which produce hand-made and made-in-the-North- East goods. Through this partnership, businesses share risks and finance together. Moreover, local businesses would become long-term partners when Hedley’s opens permanent outlets. We propose that shops should run for at least 3 or 4 weeks to maximize people’s attention and profitability. Pop up shops should be managed by Hedley’s staff. A pop-up shop would need at least 1 shop manager and 2 part-time assistants who could be volunteers or people from Percey Hedley.
PRIMARY RESEARCH
STAGE THREE EMBEDDING PHASE
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STRATEGY AND MANAGEMENT:
At this stage, marketing assets and alliance-based assets would be developed. Hedley’s as a business could share management experience and customer understanding with local businesses. After reaching a certain level of brand awareness, Hedley’s and local businesses would open a permanent outlet. It is to the financial advantage of shopping centres to provide charities with rent and rate free premises as, if a unit is empty, the centre is still liable for rates, whereas when occupied, the tenant is responsible for the rates. We understand however, that exceptions can be made, and full rate rebates can be given to charitable organisations. We believe that Hedley’s would have successful permanent outlets since they have had experience in store management, internal management and a strong brand from previous stages. There is even a potential for ethically produced goods from other manufacturers could be sold under the Hedley’s brand, subject to inspection. This would have the overall effect of spreading Hedley’s ethos of hand-made, quality products throughout the UK and further afield.
THANK YOU.