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Appius help the RNLI define their blogging strategy

July 2007

Blogging is a phenomenon that cannot be ignored. A person's relationship with a charity is both a personal and a community experience. How does one of the UK's oldest and most prominent charities take advantage of, and influence, the 'blogosphere'? These were the questions that the RNLI needed to answer when they commissioned Appius to help define their blogging strategy.

Appius are proud to have completed a consultative project to increase the RNLI's brand awareness and the level of social networking surrounding the RNLI. In addition the strategy is aimed at increasing web traffic to www.rnli.org.uk and protecting RNLI brand integrity without restricting supporters in their desire to 'blog' about their favourite cause.

How are all of these objectives achieved at once? It requires a deep understanding of how people make connections when they are networking on a subject that they feel deeply passionate about, and a focus on how to help real people achieve their goals with web applications.

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