Marketing Strategy

New Pathways provides specialist support for adults, young people, and children affected by rape or sexual abuse. Founded over 30 years ago, the organisation offers a confidential, non-judgmental, and free service to anyone in need, supporting over 11,000 people annually.

Beyond direct support, New Pathways uses its expertise to train and educate others on the far-reaching impact of rape and sexual abuse.  

The issue

Across Wales, 2,300 people are currently waiting for vital support services from New Pathways. This backlog highlights the urgent need for New Pathways to increase its funding and diversify income streams to ensure more survivors receive timely help.

To address this challenge, New Pathways is working to expand revenue through initiatives such as its Counselling College and Professional Training Services. These programs have the potential to provide essential skills to professionals and a sustainable funding source for the charity. However, targeted marketing support was needed to fully realise this opportunity.

New Pathways requested expert guidance from Cranfield Trust on a marketing strategy for these services, with success measured by an increase in booking enquiries. It was hoped that with some guidance and support, these services could grow, funding could increase, and wait times for survivors in urgent need could be reduced.

The solution

Nicola Russell-Brooks, a Regional Manager at the Cranfield Trust, met with New Pathways to understand the charity’s needs and aspirations. Following this discussion, the charity was matched with volunteer consultant Cedric McMillan, a Sales and Marketing Director and Board-level executive with expertise in financial planning, business development, and market analysis. Cedric’s strategic experience made him an ideal fit for the charity.

Leigh Martin, Head of Business Development at New Pathways, praised both Nicola and Cedric for their dedication to understanding the charity’s challenges. Leigh commended Cedric for his deep knowledge, friendly approach, and commitment to learning about the organisation. His work in re-developing the Brand Framework played a key role in strengthening New Pathways’ identity. Nicola’s unwavering and encouraging support was also crucial in driving this progress forward.

Cedric focused on strengthening New Pathways' brand identity by guiding the charity through its purpose, vision, and values, ensuring all messaging aligns with its mission. He also supported the development of brand positioning, refining how New Pathways differentiates itself and establishing a consistent tone of voice across communications. Additionally, Cedric reviewed the charity’s visual identity, emphasising the importance of a cohesive look and feel across all materials. This work resulted in the creation of a new brochure and marketing materials to promote the charity’s professional training services to universities.

The charity praised the commitment of both Nicola and Cedric for their support in keeping the team motivated and enthusiastic throughout the consultancy. Despite their demanding roles, the team successfully implemented Cedric’s recommendations, ensuring progress while continuing to deliver their vital services.

The impact

The consultancy project has had a profound and transformative impact on New Pathways, significantly enhancing both internal understanding of their brand and their marketing efforts. This success marks a pivotal moment in the charity’s journey, ensuring greater alignment within the organisation and providing a clear strategic direction for the future.

As a result of this project, New Pathways has become more focused and confident in its marketing. The charity’s in-house staff skill-set has developed considerably, allowing the team to think more critically about their brand and its potential. This shift in mindset has already begun to generate valuable leads, positioning the charity to reach more beneficiaries and raise greater awareness about its vital services. The work with Cedric has also laid the foundation for increased income generation.

The charity’s partnership with the Cranfield Trust has been a key factor in this growth, with Cedric’s mentorship having a lasting impact. His involvement has not only helped refine the brand but also provided invaluable guidance in navigating challenges and maximising opportunities.

The project's outcomes are already being felt, from the development of a new brochure to securing 30 leads and several bookings for services. Cedric’s involvement has inspired the team, bringing much-needed expertise and clarity to the marketing strategy. As a result, New Pathways is better equipped to fulfil its mission and extend its reach, ensuring more people have access to the critical support New Pathways offers.