My challenge was to develop a marketing plan for CALM to boost donations during the current cost-of-living crisis. In response, I created ‘The CALM Collective’, a flexible tiered loyalty scheme. This unique feature allows individuals to join different membership tiers based on their monthly donations, giving them the freedom to opt in based on their financial situation. Each tier is designed with specific benefits, a feature that is expected to enhance conversion rates and sign-ups. The campaign is aimed at a broad target audience, primarily comprising Generation X. As a result, the strategy is geared towards reaching a wider audience to foster engagement. The communication plan is comprehensive, encompassing a social media campaign, a partnership with Avios, display advertisements on the London Underground, influencer marketing with Zara McDermott, and personalised direct email marketing. Please navigate the slideshow below to see the digital content.