Being True to Our Purpose Helps us Navigate Through the Pandemic

Penny Arbuthnot

Strategic Advisor

Navigating through the Covid-19 pandemic has been, and continues to be, a challenge for everyone and at Genesis we’ve approached every hurdle with a clear sense of our purpose: ‘We Care’.

Caring passionately about our clients, our community and our people has generated huge positivity in our team and high levels of creativity and productivity which in turn, has benefited our clients and the good causes in our community we’ve been able to support.

Not long into the pandemic we were approached by St Elizabeth Hospice and we had no hesitation in working pro bono to assist the charity’s in-house team create and deliver an impactful fundraising campaign ‘#HereTogether’. We used our PR and digital marketing expertise to create and launch a campaign which struck the right chord at the right time, and which the hospice could then roll out further. To date it’s raised over £200,000.

For one of our clients, a leading UK apprenticeships provider threatened by a huge loss of business when lockdown began, we created a campaign called ‘Don’t Stop Now!’ with videos, digital marketing and social media to promote their online training delivery. The campaign successfully prevented thousands of people from simply stopping their apprenticeships and instead linked them up with their trainers through remote online delivery and one-to-one support.

Some clients understandably had to cut back their marketing budgets, but we showed we cared about their business and our continuing relationship by going above and beyond and giving some of our time at no cost to help them maintain their brand reputation during lockdown. The understanding was that as their situation improved (assisted through effective marketing and PR), then they would re-instate our activity to their original levels, which they have now done.

At Genesis we have a highly passionate and dedicated team who rise every day to every challenge: from advising on comms for a major restructure brought about by the pandemic, to helping our clients maintain their markets or enter new ones; or onboarding new clients with new challenges brought on by Covid-19.

Nobody needs to hear again that these continue to be extraordinary times but of greater significance is that the world has changed, markets have changed; people’s lives have changed unimaginably. People think, live and work differently and this means we need to communicate differently too.

Get in touch to re-think your communications and marketing.

Originally published in Business in East Anglia (Biz East).

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.