hey moscow

The Circulation Foundation is the only UK charity dedicated to vascular disease. It’s as prevalent as both cancer and heart disease and accounts for 40% of deaths in the UK, many of which are preventable, but it is a relatively unknown disease.

They wanted help planning a marketing strategy to help them attract more funding and broaden their reach. We started working with them in January 2011 on their second Vascular Disease Awareness Week, which ran in March, with a view to maximising its impact.

In collaboration with the Chairman and Fundraising & Events Manager we produced an action plan for the charity as a whole, prioritised by urgency, then focused on creating a professional campaign for Vascular Disease Awareness Week 2011. This included a website audit and resulting recommendations; campaign planning; creative development; ongoing execution and management. We then went on to consult stakeholders and consumers, to develop a cohesive strategy, market positioning and suite of materials to support the new vision, along with a brand upgrade to reflect the new positioning.

Results:

• The Vascular Disease Awareness Week campaign generated an OTS of 5.6million
• 23 hospital and stakeholder events took place from Cornwall to Newcastle – triple the uptake of seven centres in 2010. We also identified the correct contacts in PCTs to engage for 2012
• Our campaign, including the launch of a vascular disease online risk checker, increased web traffic by 182%
• The bounce rate (those who leave after visiting one page) improved dramatically, following website upgrades we recommended, with a 24.6% reduction in visitor loss
• Referring sites (websites which sent visitors) grew by 264%
• The average branded search terms per day increased by 236%

“Working with hey moscow has been a real pleasure.  Their impact on our organisation has been significant… from the first Vascular Disease Awareness Week we worked on together, to the broader strategic and creative positioning work they’ve done for us.

They’re good listeners, incredibly organised and very responsive to our needs. They managed to generate high quality research results for us at low cost, so we could make key changes in the knowledge that our approach was robust.
They’ve shown real dedication to our work and I feel I can call on any member of the team for advice and help at any time.

Our Chairman is absolutely delighted with the resulting materials and they have also been resoundingly endorsed by our management committee.”

Rebecca Wilkinson, Fundraising & Events Manager