Better Together

Newlife wanted to launch a slate of community groups where participants could meet regularly and support each other spiritually and discuss upcoming opportunities and events. Unfortunately, Newlife had attempted such groups before and struggled to hold people's interest.

They planned a relaunch of these groups with a new model, but were facing an uphill battle regarding the marketing and adoption of the groups. The brief was to refresh the idea of these groups in people's minds and to clearly explain the reason the groups exist. The goal was see current group attendance increase and for new groups to be started.

We identified that there were multiple talking points we needed to address. Firstly, we needed to debunk people's preconceived ideas about the groups. Secondly, we need to clearly explain what to expect in these groups, and thirdly, we wanted to provide an inside look into the current groups to show them how engaging they could be.

We used a mix of social media and direct email over a period of six weeks in the lead up to the relaunch, all around the theme of "Better Together". The centerpiece of the campaign was a suite of documentary style clips from a selection of the groups where we interviewed group leaders and showed what a regular meeting looks like. We supported this with testimonials from group members and photographic content.

The number of groups increased from two dozen to more than twenty active groups, and the average attendance increased. A month following the relaunch there were more than 100 people regularly attending groups.