News from Tonic

News from Tonic

News from Tonic, Out of home, Recent projects

Recent Projects…

We ended 2020 and started 2021 with an out of home campaign for Healthier Lancashire and South Cumbria’s suicide prevention. The “Let’s keep talking” creative was displayed on billboards, bus shelters, and phone kiosks throughout December and January driving maximum impact in local areas at a time when people were struggling in silence. Through the campaign – Healthier Lancashire and South Cumbria encouraged people to discuss the challenging issues they are faced due to the lockdown.

The campaign has been shortlisted for a prestigious award at this year’s NHS in the North Excellence in Supply Awards. These awards celebrate inspirational examples of businesses, third sector organisations and the NHS working together to improve patient care and support health and care staff during COVID-19.

The background to the campaign was the huge risks associated with Isolation and lockdown and the effect that this could have on vulnerable people. Through insight gathered, the campaign was quickly mobilised to reach out and share support to those most at risk groups, through (amongst other formats) – a targeted digital and out of home campaign.

Hot spots were prioritised for a complete marketing and engagement programme and a strong relevant creative was developed. Through the delivery channels a narrative was adapted across the region dependent on the audience demographic and within specific locations.

The out of home campaign was planned strategically by cross referencing priority areas with audience data as well as utilising budgets effectively to deliver maximum exposure. The phone kiosk format fit effortlessly with the ‘let’s keep talking’ creative and provided large audiences across prime locations. We peppered the campaign with high impact 48 sheets on commuter routes, as well as a host of 6 sheets to repeat the message in similar locations. The overall out of home campaign delivered close to 4 million impacts across 8 weeks.

The impact in specific areas has resulted in a huge awareness of the support available for those who are vulnerable during this period and therefore has a huge impact on the health system, specifically in the management of the number of suicides in Lancashire and South Cumbria. The campaign will continue to progress and support people and services across the region with more stages of the campaign as we start to open from lockdown measures and risks are further identified due to other reasons (furlough ending, meaning redundancy etc).

News from Tonic

Storytelling – and the story of Tonic Consultancy

Humans are intrinsic story-tellers; it’s how we learn, how we communicate, how we connect. We have been telling stories since we evolved; stories to share, stories to document our history, stories to inspire. 

Storytelling is an essential part of any good marketing campaign. But you’re not just interested in any old story. A good story needs to be authentic. Your audience needs to feel the emotional connection, to understand the purpose – they don’t just want to be sold to. 

If you want to build your business, you will need to learn how to craft a compelling story that your audience can relate to. You need to know your message, your story plot; you need to know how you want your reader to feel. You need to be creative, emotive, concise and clear – you need a story with purpose. 

Let Lisa Byrne, our founder, tell you the story of how Tonic Consultancy began. 

“17 years ago, I sat next to a guy on a plane. I was studying at Leeds University at the time and, after a brief conversation, I discovered he was the sales director for a large radio station.

Without hesitation, I offered to work for him over the summer for free – something I would obviously never recommend anyone to do in 2020! But I turned up every day for six weeks; throwing myself into the company and into every single task. I had absolutely no expectations, I just loved working with people. Building great relationships with every member of the team and helping them in any way that I could. 

When I graduated, that same man had worked his way up into a role at a new company and offered me my first paid job as a media planner for one of the largest UK radio stations. A job that I almost certainly wouldn’t have got without that initial chance encounter. 

That first job was a springboard to a role in one of the UK’s largest radio groups and then, from there, I joined one of the leading out of home advertising companies. I loved all of my jobs. I loved working with people – colleagues and clients – using the skills and connections I had made on the way to do one thing: help them. 

Tonic Consultancy was founded shortly after the birth of my second child. It happened very organically – and quickly! – people I had worked with over the years began reaching out to me, asking for help. I knew I had the skills and the connections to make it work so I did it. I helped them, just as that man on the plane had helped me. 

Tonic Consultancy has grown from those early days. Our team has grown. Our offering has grown. We are a full-service marketing agency. We are a business that combines expertise and industry knowledge with a desire to deliver outstanding client service. 

So I guess the moral of the story is: seize every opportunity. That chance encounter on the plane set me on a career path that led to Tonic Consultancy. And don’t forget to help people.”

If you need help writing a story with a purpose, then get in touch. <Add link to contact page>