It was chosen following a tender submission and presentation by a number of shortlisted agencies.
“We’re delighted to be appointed by Variety and look forward to providing the support it needs to achieve its objectives. The charity space is becoming increasingly competitive and crowded so the challenge will be to create stand out and appeal to an even wider, and more diverse audience than Variety currently has. Social media, a great mobile experience and story telling will contribute to achieving this,” said Mark Hope, digital director at Access.
Due to go live in September, the site will be built on open source platform, Drupal and offer integrated marketing and e-commerce. Access will also build in a number of 3rd party elements, including the charity’s existing CRM system.
“Variety is about increasing positive experiences for sick, disabled or disadvantaged children throughout the UK, delivering tangible, practical help, tailored to the needs of individual children and young people. We’re placing great importance on the new website, as it will be central to Variety’s marketing strategy. It will help us to engage with a much wider audience and adapt to the way people are now participating via the web,” explained Laurence Davis, Variety’s chairman.
“Access provided us with a compelling proposal and demonstrated a wide understanding of our sector and strategic aims, well beyond the remit of the website project. Access’ integrated offer and offline marketing experience will provide Variety with great value and support.”