Adfam: aspirational marketing for a small charity


The challenge

Adfam is a national charity that supports families affected by drugs and alcohol. For an organisation that receives no core funding, it works hard to provide vital support to vulnerable families and wanted more people to know about its services. I was wholly in agreement.


The response

I worked with the chief executive and marketing team to review Adfam’s marketing strategy and website redevelopment to offer aspirational solutions to help it expand its reach. We talked in-depth about what resources were available in-house to avoid my providing impossible solutions that would sit on a shelf and get dusty.

  • I reviewed the content and marketing operations to see what was working well, what was working less well and what could be upped.

  • I made recommendations that the in-house team could implement, around design, publications, editorial calendar, social media, newsletter and website.

  • I took a whole team-led approach, suggesting ways in which the marketing team at Adfam could get buy-in and input from the wider group of employees beyond the odd Twitter like.

  • I gave a thorough response on their website redevelopment as it progressed, as a trusted voice in this area.

The outcome

Laura provided Adfam with invaluable support for our new website, and for our marketing, social media and promotional activities. We are a small charity that tries to punch above its weight and Laura certainly helped us to do that!

Laura immediately understood Adfam’s aims and objectives, our mission and values, and she tailored her advice to meet our needs, always being pragmatic and realising that finance is tight.

Laura’s assistance was also designed to enable us not only to take on her suggestions in a cost effective way, but to learn from her expertise so we can draw on our own resources in the future, ensuring a lasting legacy in terms of the skillset of our organisation.

Vivienne Evans OBE, Chief Executive, Adfam


If you're keen to punch above your weight, contact me for some expert advice on aspirational marketing techniques.