Case study
Giving Private Client a stronger voice
How The Orchard helped Ocorian turn specialist expertise into measurable momentum.
See the resultsCase study
The challenge
Caritas, The Orchard’s Guernsey charity of the year for 2024, had ambitious plans to rebrand and develop a modular housing community for people experiencing homelessness. But homelessness in Guernsey can be hard to see, easy to misunderstand and difficult to talk about. Caritas needed more than awareness. They needed public understanding, media credibility and practical support from the island community. The challenge was to help people see the issue clearly, understand the charity’s ambition and feel able to help.
How we made it matter
The Orchard started by getting the foundations right. Before Caritas went public, we audited and refreshed their online presence, making sure the website and social channels clearly explained the issue, the charity’s work and its ambition for modular housing. We developed a consistent social media plan, moving from brand launch content to homelessness awareness and clear calls for support. We also prepared Chairman Graham Merfield for media interviews, using practical media training to help him tell the story with clarity, confidence and care. When the moment was right, The Orchard shaped the announcement into a newsworthy local story. We used long-held media relationships to secure coverage across TV, radio, digital and print, making sure the story reached the people most able to understand, support and act.
- 3Offers of land to use for homeless housing within a week of launch
- 15Direct leads
- 4Referral leads
- 23pieces of coverage across print, broadcast and digital
The impact
Coverage secured across Guernsey Press, Bailiwick Express, Island FM, BBC Guernsey, Channel Eye and ITV
Three offers of land received within a week of launch
100+ business cards distributed
Average engagement of 112 per social media post
Website refreshed and social media presence strengthened
Caritas established as a leading local voice on homelessness
The Orchard facilitated a partnership with Skipton International to create The Big Skipton Sleep Out, an annual fundraising event where people sleep rough during a January night to raise money for the homeless charity
The takeaway
This is Culture Smart story making with a practical purpose. The Orchard helped Caritas bring a hidden local issue into public view with care, clarity and credibility. By sharpening the message, building trust and giving the media a story people could understand, the campaign turned awareness into action.
Orchard’s support has been transformative for Caritas. Their work in revitalising our image and expanding our social media presence has significantly increased community awareness. The media coverage and offers of help have been overwhelming. We’re deeply grateful for their dedication and expertise.
Caritas Chairman, Graham Merfield
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