Brand positioning and website copywriting
What do they do?
Canopy Medical Services are dedicated to caring for the heart of an event, its people. They provide event medical cover and first aid training, helping professional organisers of medium-sized events excel in their duty of care and support them before, during, and after their event. Based in Hook, they provide services for events in Hampshire, Surrey, Berkshire and Oxfordshire.
What did they need?
Canopy operate in a competitive market, providing specialised services which are difficult to procure. This is because there is a grey area in terms of what the law requires, and a large number of providers who all operate a little differently. So providing a clear, compelling brand proposition was key to getting the attention of the key audience. That proposition then needed reinforcement with clear values and a consistent tone evident within their website and key sales documents, backed up by case studies and evidence.
What did we do?
Sufu created a new brand platform for Canopy, defining their proposition, values, taglines and content themes. We then re-structured their website and re-wrote all of the copy to be consistent with the brand platform, based around a new brand strapline: “Covering your event, protecting your people“. We created new website case studies for their key clients to delve into the challenges that different types of events pose, and how Canopy’s services adapted to them. Finally we produced a new proposal document to bring that consistent brand message all the way to the point of client decision-making.