Developing and extending the co-operative sector

Current channels• Public relations / news coverage in the media (via Ethos PR)• Corporate website• Members’ Briefing (email)• Co-operative Review (printed & pdf)• Co-operatives magazine (printed & pdf)• Member retention pack• Blogs/Twitter/Facebook and other social media tools• Co-operative Development Body Update (email)• Project publications and emails• Various marketing materials• Advertising• Events• Co-op News (printed and website)• Via members

Review

• Reputation audit: our members and stakeholders believe we should communicate far more effectively

• A key role for Co-operatives UK, with our members

• Change over the next year• Refresh the brand• Messages, audiences and future

channels

Refreshing the brand

Best practice

• from one-way to two-way communication• from the written word to multi-media formats• from dominant forms of mass media to new

communities and networks around knowledge.• express things simply and repeat them

frequently• start from where the people you are talking to

are• manage risk as well as opportunity• be consistent.

Key messages• Promote• Co-operatives are flourishing and the sector is bigger than you may think• Every organisation can benefit by being more co-operative• People are naturally co-operative, not just competitive• Develop• A co-operative is a business run for and by its members• Co-operatives can be the answer• Government ought to make it easier, not harder, to start a co-operative• Unite• Working together, we are stronger• As a co-operative, you are part of a worldwide movement• Join Co-operatives UK, the network and trade association for co-

operatives.

Audiences

• Members• Co-operatives which are not members

but could and should be• People and agencies in a position to start

co-operatives• Decision-makers (including politicians)

that can affect or are affected by the co-operative economy in all parts of the UK and relevant institutions of the EU

• Influencers and thought leaders

Future channels

• Work in progress, based on• Improved organisation• Integration and simplification• New media

Developing and extending the co-operative sector