Our Work

Helping charities to grow: supporting FRAME’s journey

Client: FRAME

Sector: Charities

V Formation has worked with medical research charity FRAME (Fund for the Replacement of Animals in Medical Experiments) to provide marketing and PR advice and support since 2017. During this time, we have helped FRAME to develop and shape its strategy, mission, values and brand; along with providing tactical marketing and PR support.

Since 2017, we have worked closely with the Board of Trustees and CEO, and during that time the charity has experienced significant growth. Along with income growth, the FRAME team has expanded from a small Board of Trustees to an internal team of six people, headed up by CEO Celean Camp. The charity continues to grow and is currently in the process of recruiting new team members. In this case study, we look back at the key marketing and PR projects that have been instrumental to FRAME’s success.

V Formation Ltd

It started with a recommendation…

V Formation began working with FRAME in June 2017, following a recommendation from FRAME’s accountancy adviser. At the time, FRAME was looking to recruit an in-house communications officer, however, it was agreed that working with V Formation would provide a more cost-effective and practical solution, as well as access to the broad range of skills the charity needed. At this point the charity was predominantly run by the Board of Trustees.

Taking a strategic approach

V Formation worked with the Board of Trustees to develop a marketing and PR strategy and tactical plan, focused on achieving a set of medium-term marketing objectives. These were revisited in 2020, following the appointment of Celean and in response to the onset of the Covid pandemic. V Formation worked closely with Celean to evaluate the strategy and redefine FRAME’s brand values, helping FRAME to develop a strong foundation for future growth and minimise the impact of the pandemic on the charity.

A brand new look

During the time V Formation has worked with FRAME, we have refreshed the brand, including updating the logo, the website (twice!), brand guidelines and marketing collateral to ensure the branding accurately reflects FRAME’s values and is effectively positioned.

Enhancing CRM and supporter communication

At the outset of the relationship, V Formation worked with FRAME to cleanse and streamline the charity’s supporter and contact data. This involved cleansing Access databases; selecting, setting up and managing a CRM system to facilitate more effective and regular supporter communication, including the re-launch of FRAME News (a bi-annual, printed supporter newsletter), and the launch of regular supporter e-shots.

Proactive PR support

To help raise the profile of FRAME, V Formation developed and implemented a PR strategy to support FRAME’s objectives. This included sharing the charity’s news and updates, media pitching and outreach, and writing thought leadership commentary on topical issues.

In 2020, we commissioned a survey on behalf of FRAME to further its understanding of public awareness and attitudes towards the use of animals in testing and research for medical, chemical and cosmetic purposes, as well as to gather insights and information to support FRAME’s work. The online survey received over 400 anonymous responses from people across the world and in a range of occupations. The findings were published in a research report written and designed by V Formation, and press releases issued to various media outlets including regional, national, scientific, women’s interest, and beauty and cosmetics.

The research was referenced in a Unilever open letter to the European Chemical’s Agency (ECHA) standing against plans for new animal testing and, as a result, later featured in articles by The Guardian, ELLE UK, Yahoo, Harper’s Bazaar, Business Telegraph, and more, with backlinks to FRAME’s report. The reach of the international coverage totalled 295 million.

Recruiting for growth

During our time working with FRAME, we supported the growth of the team by assisting with recruitment, including co-ordinating and assisting with the hiring and onboarding of the majority of the current FRAME team.

We have also supported the strategic growth and development of the Board of Trustees.

Programme launches

In 2018, we helped FRAME to launch its successful Summer Studentship Programme which provides funding for undergraduates to carry out a short summer research project in an area related to the development or progress of non-animal research methods. We supported the launch with an integrated marketing campaign that included PR, social media e-shots and promotional material. Since its launch, the programme has grown in popularity and recent funding winners have been successful in having their work published.

In 2021, we helped FRAME to launch a second funding programme – its Innovation Grants, which have also proven both popular and successful with numerous applicants coming forward to present their diverse and interesting research ideas in the quest to secure grant funding support.

Event management and co-ordination

During the five years, we have helped the charity launch and re-launch a number of events, including the FRAME Annual Lecture, the FRAME Training School and the Summer Symposium. Our support has included sourcing venues, designing invites, co-ordinating accommodation and logistical arrangements, creating promotional material, and managing PR and attendance on the day. Education and knowledge sharing is an important part of FRAME’s strategy, and events play a key role in supporting this.

A new approach to fundraising

In early 2021, FRAME recruited a Fundraising Manager, leading to a new approach to fundraising campaigns. V Formation developed and promoted these campaigns using a combination of marketing channels, including digital and direct marketing. These campaigns have helped to raise FRAME’s profile and income, as well as support its continued growth.

Helping our clients to succeed

Our focus at V Formation is about delivering best practice marketing and communications approaches that help our clients to succeed. We are extremely proud of the growth that FRAME has experienced over the past few years and the progress it has made towards achieving its vision of a world where non-animal methods are accepted as scientific best practice and the role that we have played in this. We’ve thoroughly enjoyed working with the FRAME team and supporting the work of such an important charity, and look forward to watching them go from strength to strength.

“We have worked with V Formation since 2017 and they have been an integral part of the FRAME team. V Formation has helped us to develop and refine our branding, grow our team and make steps towards achieving our vision. The team at V has played a key role in our growth, providing us with strategic advice and tactical marketing and PR support that has really made a difference”

  • FRAME CEO, Celean Camp

Get in touch

The V Formation team loves working with charities like FRAME that are committed to making a difference. From advising on strategy to shouting about your success, V Formation can help your business to fly.

Contact us for a friendly chat on 0115 667 0131 or drop us a line here.

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