Eve Riddle, Macmillan Cancer Support and Oonagh Turnbull, Boots www.charitycomms.org.uk/events

1. Marketing on a shoestring - 2nd December
Eve Riddle Oonagh Turnbull
Performance Lead Head of Charity and Community

2. What we want to cover today
Forming effective partnerships
•Looking for a win:win opportunity
•Using insight to establish a focus
•Joining two organisations
•Creating great content
•Challenges and successes

3. Looking for a win:win opportunity
• Pharmacy led healthcare • 40% of people living with
business cancer receive little or no
information
• Customer care at the
heart of what we do • Voted UK Favourite
charity brand in 2009
• Feel good strategy
• Good days strategy
• Colleague engagement

4. The importance of good insight
The Insight
• Every individual’s experience of cancer is different
• People affected by cancer have widely differing needs
• There are different reasons why not enough people affected by cancer get the information and
support they need, when they need it
• But there is one universal truth: the lives of everyone affected by cancer could
be hugely improved if they had better access to the information and support
they need, when they need it, where they need it.
The Proposition
• We aim to give everyone, everywhere, access to the cancer information and support they
need – in a place that’s everyday, familiar and trusted

5. Joining two organisations – a shared vision
Within 3 years, everyone, wherever they are in
the UK, will have access to the best cancer
information and support in their community,
thanks to the partnership between

6. Communications Plan - internal
April – Stores engagement pack
June - Stores conference brochure
July/August - Feature in Pulse magazine
Permanent feature on Mystorenet & intranet
June - Feature in ‘Little Book of Active Care’
July – Miles for Macmillan promotion

7. Communications Plan - external
Parenting Club magazine
Permanent Boots.com content
Ongoing - PR
May – Health & Beauty magazine feature

8. ‘Miles for Macmillan’ - a moment in time iconic event

9. Forming effective partnerships…..
•Be clear about the benefits and reasoning
•Tie in all the key stakeholders
•Use every opportunity for communication
•Create iconic events
•Be an ambassador
•Make people feel proud
•Incorporate the work into ‘business as usual’

10. Any questions?