An Interview with Westbank Community Health and Care
Westbank Community Health and Care is a charity based in Devon offering a diverse array of services to support people’s physical and mental health and wellbeing.
We spoke to Katie Elliott, Head of Fundraising and Marketing at Westbank, about how they promote the charity, how they raise awareness of the services they offer, and the challenges they face. Although a charity, there are lots of parallels with the marketing and engagement challenges that businesses can relate to.
approx 3 minute read
What are Westbank’s primary goals?
Our primary goals are to support people’s physical and mental health and well-being, helping them live happier, healthier lives for longer. This mission guides all our services and initiatives.
How does Westbank plan to achieve these goals?
We achieve these goals through a variety of services and programmes. For example, our Neighbourhood Friends service helps recently discharged patients return home safely, and our community cookery school supports those experiencing loneliness or social isolation. All our efforts are aimed at enhancing the health and well-being of the communities we serve.
What role does community engagement play?
Community engagement is key. By organising events that bring people together, we foster a sense of community and connection. This not only helps individuals feel supported but also builds a network of advocates who can help us further our mission.
So events are an important part?
Events are crucial. We run many events aimed at getting people together. The primary value of these events is community engagement and connection. For example, our “We Are Westbank” event brings together employees and volunteers, allowing them to connect and understand the broader scope of our work. The learning about Westbank’s services happens naturally as people interact and share their experiences.
What other ways do Westbank promote themselves?
I think it’s important to have a mix of things. In addition to events, we use our website, newsletters, social media, PR and printed materials. And of course, word of mouth referrals. We do like showcasing case studies and testimonials to illustrate how we help people, which makes it easier for others to see the impact of our services.
So printed literature plays a big part?
Yes, printed material is still very important, especially for our older demographic. People like to have something they can take away with them, or read at their own pace in the comfort of their home. Or share with loved ones.
What are some of the biggest marketing challenges you face?
A major challenge is that people often don’t always realise we’re a charity. Additionally, communicating the breadth of services we offer can be difficult because we help a wide range of people in many different ways.
Is this something you aim to tackle through brand awareness?
It’s a combination of things but yes, cohesive branding is very important to us. We rebranded as a charity in November 2022 and are currently rebranding our individual services to ensure consistency and continuity. This helps reinforce our identity as a charity and makes it easier for people to recognise our various services as part of Westbank.
What changes were made during the rebranding?
We updated our logo and created new brand guidelines. This rebranding effort involved standardising the look and feel of all our materials, ensuring a consistent brand image across all services. We’re also working with Nettl to rebrand our signage and wayfinding, further raising our profile and showing consistency across our operations.
Can you provide an example?
Yes, for instance, we have rebranded eight of our services to align with the Westbank family. If you put them together on a page, they all look and feel part of the same organisation.
How can people support Westbank?
The best way to support us is through our website, where people can make donations, volunteer their time, or contribute in other ways like donating food products or materials for our community projects.
