When Help the Aged and Age Concern came together to become Age UK the digital challenge was huge. 300 websites, two insurance companies, more high street shops than Boots, 4 national charities, hundreds of local Age Concerns and over 600 associated groups and budget in excess of £1.5m
Lavish were initially involved in the project and programme management. The launch was a year from the actual merger and, for most of that time the organisation was in major upheaval, with no name, brand or visual identity. Yet the mandate from the CEO was clear – put digital at the heart of the new organisation. We had no option but to find a way to make this happen.
It was a huge task – we had multiple stakeholders, multiple agencies, organisational change, a new technology platform, a new team working together, a TV advertising campaign breaking and a General Election at the same time as launch!
We launched on time, and the hard work continued as set to deal with an enormous product backlog and an organisation waking up to the potential of digital.
Lavish then moved to work closely as lead digital agency, during which time we developed guidelines for the main site and the local partner sites, we overhauled the Policy and Professionals site, redesigned the ecommerce section, designed the partner sites, delivered numerous digital advertising campaigns and created fundraising campaigns for Help Age International.
Eighteen months after launch the Age UK digital presence was ranked #1 in Third Sector’s Web Check. The site consistently out-performed its growth forecasts in terms of donations and sales of financial services. At that point it delivered close to three million page impressions every month and the 2012 StW campaign was nominated for a Nominet award.