Word of mouth can be brilliant, but it can also sometimes bite

At Calvermont we spend a great deal of our time advising our clients on how best to engage with audiences. Whether it be community, media, partners or stakeholders - every. single. word. is. important. 

Our conversations and the way we talk about something shape our relationships, our understanding and our emotive response. The more someone knows, the less they are likely to get wrong. The less someone knows, the more they are likely to fill the void with misinformation. ‘Chinese whispers’ are real and sometimes they can bite.

Whilst a misinformed group or individual can become your biggest challenger, those informed can become your most powerful supporters. And this is where we at Calvermont have our sweet spot. 

We help our clients devise and place messaging across media and groups to boost recognition, reputation and support. We can do this even when there is a need for anonymity, as there was on a project recently…

…Due to the sensitivity of a protected site our client opted to remain private, but still wanted to reassure interested and invested parties. We stepped in on their behalf to ensure all information heard was accurate, placing ourselves as interim point of contact and achieving positive feature coverage and community support for the important site news.

That said, usually our clients are happy to front activity - which in most situations is our recommendation - to build personality and trust. In this scenario we regularly provide media training and lead community engagement activities to ensure our clients put their best foot forward in any interview situation, as well as everyday conversations too.

Get in touch for any messaging, crisis or PR management support at studio@calvermont.com

It is Dying Matters Awareness Week, so lets talk about Hospice in the Weald

TODAY is the first day of ‘Dying Matters Awareness Week’, so we felt it was the right time to mention the outstanding work of our charity client hero, Hospice in the Weald.

Hospice in the Weald provides care completely free of charge to patients with terminal illness, their families and carers in West Kent and Northern East Sussex.

We first got to know the team in January 2021, when we were appointed to help promote the 'Right Now!' campaign to help relieve NHS bed-pressure created by the Pandemic and let locals know that they didn’t need to die alone in visitor restricted hospital.

Our campaign featured across BBC, KMTV and our key local papers, and we heard from a huge number who got in touch to let us know how they had personally touched or supported by the charity. The free care the dedicated team provide to our local community members at the end of their lives has an invaluable impact, not simply through access to medical support, but also in terms of mental wellbeing for all involved.

Funded predominantly by donations, Hospice in the Weald has been able to remain open throughout the pandemic and has helped over 1685 patients, alongside their friends, family and support networks, thanks to the tireless efforts of the team. It has been one of the only places in the UK where, despite Covid-19 restrictions, people have been able to see out their final days in quality accommodation, free of charge and surrounded by loved ones until the end. The difference this has made, and continues to make, to each and every patients and the families they leave behind is immeasurable.

Coupled with our love for the Hospice and everything they do, our Director Laura Gibson has her own story…

“Five years ago I was diagnosed with Rheumatoid Arthritis, an auto immune disease. It hurt to even walk. I went on a journey with various medications before finding one that worked and now, all this time later, I am regularly running long distances thanks to brilliant doctors and a bit of perseverance! When Team Hospice mentioned the London Landmarks Half Marathon 2021, it seemed the ideal opportunity to marry this new found strength with fundraising for an amazing cause. Like many, I have lost loved ones through the course of the pandemic and haven't been able to say goodbye in person and that is something that will stay with me forever. So I am running this for all those people lost, the people they've left behind and hoping to help the Hospice reduce such experiences for the future through donations and raising awareness of what they do.”

• If you want to donate, click here: https://www.justgiving.com/fundraising/lauravgibson

• If you want to learn more about the Hospice visit:https://www.hospiceintheweald.org.uk/

• If you have a relative or loved one that the Hospice may be able to support, get in touch directly on: 01892 820500

God bless.

Why NOW is the time to invest in your brand

It's been a tough year for pretty much every business going. Healthcare and construction aside, the majority of us have had to learn to work remotely, rely on technology, adapt to contracts being put on hold and accept that workers/contractors/suppliers and clients are not available like they used to be.

But out of that challenge has come opportunity and there has never been a better time to adapt, reimagine and reposition your business. And that means your brand.

A brand is not a logo, nor a strap line. It is the feeling and perception that all stakeholders have in association with your company. It requires cultivation and care, research and analysis, understanding of all stakeholders and drivers, precise strategies and careful implementation. 

As many of us wait eagerly for the various dates in April, May, June to start the roadmap to normality post-pandemic, the window is closing to make a real impact to your brand, your business and its goals with this 'new world' in mind.

What have we learned?

• Brand loyalty has increased for those that have communicated transparently, provided insight and intelligence for customers, and thought creatively about what their customers want - even if they cannot be physically present. This needs harnessing in the long-term.

• Flexibility is key. The value proposition of a brand or service needs to retain the power to adapt.

• Covid has accelerated changes, rather than necessarily created new ones. Those that have already invested in digital, wellbeing and connectivity will win, and those that haven't, should do and fast.

• Local engagement, communication and support has never been more important.

• Clear communication of messages and services are key. 

• Tone of voice is especially important. Now is not the time to be tone deaf to the major issues and concerns of businesses and the wider public.

What should businesses look to take forward?

• Now is the perfect time to take stock and implement change if you haven't done so already.

• Brands need to be clear, consistent and speak directly to heir target audience.

• Investment in brand in the short-term will pay off in the long-term.

• Take advice on tone of voice and the issues to be seen to stand for.

• Don't do anything half-heartedly - commit to an agenda and ensure it runs through all messaging, internal communications and activities.

• Engage with your audience proactively and responsibly - if you cannot interact physically with employees and customers, devise and implement a plan that will reach them and maintain their interest and engagement.

We work with businesses to gain a thorough understanding of ambition, targets and hurdles. We analyse perceptions and consider audience drivers, challenging and re-defining USPs to drive opportunity and results.

We deliver innovative brands that engage, inspire and last well into the future. We work fast and smart to ensure business change is effective and timing is optimised.

Think we can help you? Get in touch.