A summary of the branding project for the Bolton Hospice Lottery

1. Bolton Hospice Lottery – Branding Project 2012
Bolton Hospice Lottery| Lottery Rebrand 2012

2. Background
• The lottery scheme was established in 2001 following the opening of the
hospice’s Support Services Unit
• It’s original purpose was to provide a regular income to support the unit. It’s
since become one of the hospice’s key fundraising initiatives - raising just under
£400,000 in 2011-2012
• Over 7200 members play a minimum of £1 per week
• The lottery department also sells scratch cards, wedding favours and runs an
annual ‘Grand Draw’ with a top prize of £5000. There is also a partnership
scheme, where other non-profit organisations can sell tickets for our lottery to
their members and receive a portion of the revenue
• The lottery is currently marketed via the hospice website, social media, PR,
promotion in local shops and our own charity shops, partnership schemes, direct
mail, paid advertising and at a variety of live events in the community
Bolton Hospice Lottery| Lottery Rebrand 2012

3. Project purpose
• Since its launch, the hospice lottery hasn’t had any clear a branding to
distinguish it from other fundraising projects
• Membership, and consequently revenue, has stagnated over the past 2 years,
and a ‘re-launch’ of the lottery was planned to revitalise the lottery and increase
interest in the scheme.
• A survey was produced to gather information from members and non-members
about their motivations for playing the lottery and/or what would encourage them
to join in terms of prize structure and weekly cost
• The results of this survey showed that overwhelming majority were happy with
current prize structure and cost, and participated in the lottery not necessarily in
the hope of winning the top prize, but rather as a way to support the hospice.
• As a result, developing a clear brand for the lottery, alongside increased
marketing activity, was agreed upon as the most effective method for generating
greater interest in the scheme.
Bolton Hospice Lottery| Lottery Rebrand 2012

4. Objectives
• Increase membership from known supporters
• Improve retention of current membership
• Increase membership base from non-supporters
• Raise awareness of how the lottery supports the hospice
Bolton Hospice Lottery| Lottery Rebrand 2012

5. Brief
• New logo should reflect the ‘fun’ nature of supporting the hospice by playing the
lottery
• Should incorporate both the word ‘lottery’ and lottery balls of some description
• Should contain a strap-line that reflects that the lottery is a way of helping fund
the hospice’s care services
• Should reflect the hospice’s current branding guidelines, but still be immediately
distinguishable
Bolton Hospice Lottery| Lottery Rebrand 2012

6. Final logo design
Colours, heart
icon and font all
reflect current
hospice
guidelines
Vibrant colours reflect
the fun nature of
Use of the word playing the lottery
‘lottery’ and a lottery
ball satisfy the brief
Strap-line ‘playing for a
reason’ reflects that
playing the lottery has a
fundraising purpose. Use
of this tag can be extended
across other initiatives i.e.
‘Walking for a reason’
Bolton Hospice Lottery| Lottery Rebrand 2012

7. Updated marketing materials
A3 Poster A5 Leaflet (cover)
Bolton Hospice Lottery| Lottery Rebrand 2012

8. Future plans
• ‘Thank you’ e-shot to all members – retention campaign
• Continued promotion of lottery via e-shots, social media will all include new
branding
• Promotion in newsletter to feature new branding and new appropriate copy text
featuring key messages written by Marketing Manager
• Paid advertising in upcoming theatre guides
• Potential PPC advertising campaign via Facebook and/or Google
• Direct mail campaigns throughout 2013
• Exhibition and display equipment sourced featuring new branding – including roll
up banners, corex boards, posters
Bolton Hospice Lottery| Lottery Rebrand 2012