Key4Life, a charity which works to reduce youth re-offending through a rehabilitation programme for those in prison and those at risk of going to prison, has joined forces with agency Organic to overhaul its digital strategy.
The pro-bono partnership will see Organic work of a number of core focus areas, including brand, digital, organisation and infrastructure, and the charity and agency will work together to structure their digital marketing activity over the next 12 to 18 months.
In line with this, Organic will be in charge of developing and delivering a digital roadmap for the charity, highlighting areas that need improving, as well as identifying and suggesting practical activity required to achieve business goals, such as increasing corporate sponsorship and additional programme roll-out.
Overall, the roadmap will provide a plan to support the continued digital transformation of the organisation, alongside an owned digital channel audit – including social pages and Key4Life’s website. It will also act as a guide for future digital marketing activity, and Organic will support on reviewing and optimising the roadmap as results are generated.
Key4Life founder and CEO Eva Hamilton said: “We are thrilled to be partnering with The Organic Agency; Key4Life are so grateful for their support.
“As a result of a conversation on a train with an employee from Organic, we have since developed a wonderful relationship with the agency and greatly look forward to working closely over the coming months. Having the support and expertise from a company like Organic, is vital for Key4Life to be able to continue to develop and grow as a charity.”
Organic brand experience director Ed Nicholson added: “At Organic we believe digital can make life better for all of us. That’s why working pro-bono with a like minded brand is hugely important for us, especially as it aligns with our ‘Digital for Good’ purpose and messaging.
“Partnering with Key4Life gives us the opportunity to really help the brand as what they do is so important.
“Currently they’ve helped 251 people and those who’ve taken part in the programme have a re-offending rate of only 16%. We will be providing the charity with a digital strategy and roadmap for the next 12 months, to help meet their ultimate goals of safer communities and social mobility.”
Launched in June 2013 in Somerset, the charity tries to assist young men in prison who may be having difficulty in not returning to a life of crime. Its supporters include England and Bath Rugby players Jonathan Joseph and Anthony Watson.
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