Key4Life: The roadmap to reducing youth re-offending

Service and project type

Brand and customer | Digital strategy

Relationship

As part of Organic’s brand purpose ‘Digital for Good’, we partnered with the charity Key4Life. Their focus is on reducing youth reoffending through delivering an innovative rehabilitation programme to those in prison and those at risk of going to prison in the wider community. 

Problem

Key4Life is at the very early stages of digital transformation. There are a number of challenges they face across the business including how the brand is communicated, how they operate, and the overall digital infrastructure of the organisation. 

Key4Life does not have any internal marketing team and as a result digital marketing efforts were adhoc and reactive with very little positive effect. They have a talented group of people producing a lot of content, however there was no direction to help make the most use of this content. 

Solution

We began with an immersion workshop with the client to understand the brand’s goals, objectives, current marketing strategy, and challenges. 

After an immersion session with the charity’s key stakeholders we identified core strategic focus areas, including brand, digital, and organisational infrastructure. These areas contained multiple projects that would support their digital marketing over the next 12-18 months. 

The output was a strategic plan to support the continued digital transformation of the business.

Results

We created a digital roadmap for the client, outlining how the identified focus areas relate to Key4Life’s main objectives for the next 12 months, and suggested projects/tactical activity required to support them with achieving their objectives. 

Along with this we provided a top-level look at their email marketing to help direct and support their upcoming communications.