9th Oct, 2002
The Multiple Sclerosis Society of Great Britain and Northern Ireland has won the top award in the charities category a in this week's Chartered Institute of Marketing/Marketing Week Marketing Effectiveness Awards.
The award reflected The Multiple Sclerosis Society's success in launching a major marketing campaign, linked to a new visual identity. As a result, the charity saw a 30% increase in income after three years of very low growth. It also managed to change Government policy on the availability of drugs, securing a commitment of £50 million for new drugs annually.
The charity also launched a new Web site to reflect its new visual identity. Participants in the Flora London Marathon raised £800,000 for the charity in 2001. A direct marketing campaign in 2001 achieved £1.5 million in profit compared with £500,000 in 1998. The cost of the campaign was around £4 million, and it is estimated that some £5 million was added to the bottom line as a direct result.
"The Multiple Sclerosis Society of Great Britain and Northern Ireland's
approach to marketing demonstrates innovative thinking, careful strategic
planning and successful implementation," said Mike Johnston, International
Chairman of The Chartered Institute of Marketing. "Achieving profitable
growth in today's competitive markets requires excellence in marketing
knowledge and skills as well as application and an understanding of business
priorities. This campaign shows that excellence and effectiveness go hand
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