Tour de Cure is a fundraising organisation supporting cancer research via sponsored cycling events and tours across different parts of Australia. From the point of its tenth year, the not-for-profit organisation was raising upwards of $6M annually, with approximately 50% of this being managed via its online donations platform.
The brief for this project was to rationalise and improve a complex and custom set of back-end functions while bringing the look and feel of the website into a space where better user engagement could be gained.
A change to the federal government’s online referral system for aged care services provided Wintringham with opportunity to revise the presentation its service offering to suit this new avenue of client enquiry. The top level activity ahead of changes to their website and other communications material was a revision to their brand strategy and consolidation of their own business understandings across a number of services and locations around Melbourne and regional Victoria. The project involved a series of consultation workshops with staff groups followed by analysis with an executive group and finally expression in the way of a brand summary, manifesto and key statements to inform all areas and aspects of the organisation’s communication.
In 2004, Wintringham CEO Bryan Lipmann asked if the usual format of their Annual Reports could be be reduced to the point where all the required reports and financial statements could be contained to a single page. The answer was ‘yes’, if a single printed sheet involving an eventual eight pages of content gate-folded into a 210mm square would suffice. The solution became a theme for more than ten years and was the subject of quiet legend in Canberra, where various government offices would look forward to delivery of the report each December and often fed back positively to the company. It was important reading, dealing with the subject of homelessness in the aged care sector, brought to attention with passion, brevity and insight.
The National Trust Victoria was one of the company's first clients and this project an early undertaking ahead of many that followed. The report was actually an insert to the regular Trust newsletter with a sub-set of the print run specially covered for limited use.