Street Smart Ireland
brian Cuddy
StreetSmart is a simple way for you to help out while you dine out. During November and December, top restaurants around Dublin and beyond will join StreetSmart in raising €50,000 to directly support projects helping homelessness.
A voluntary donation of €2 is added to each tables bill. For four people eating that’s only 50 cents each, less than the price of a cup of coffee. Of course were you to prefer not to contribute please let your waiter know. At the end of the campaign we collect all the donations from each restaurant and pass on 100% of every Euro donated from every table in every restaurant to their choice of either the Peter McVerry Trust, Focus Ireland or Stepping Stone.
Team
Sam, Elena, Brendan, Istvan & Eanna
Services
Consulting, Design, & Coaching
Duration
Sep 2014 to Sep 2016
How to develop the brand on zero budget
StreetSmart Ireland is the brain child of Brian Cuddy who approached me in late 2014 with his concept, looking for help with how to increase brand awareness and get the dialogue moving. Working on it voluntarily Brian needed support and low cost techniques that he can implement over the next 12 months with greatest results.
Method
Reflect, Reframe & Restart
Brian approached me looking for advice on how he might be able to get better brand exposure and publicity for StreetSmart Ireland on a zero budget. His passion and drive for the idea had brought him a long way. I felt that a good starting point will be for Brian to reflect on his Vision Mission and Values for the future of the business. Once he had this worked out we began to brainstorm strategies on some innovative business concepts and rebranding ideas following the UK brand. After developing numerous Customer Personas we developed an inbound marketing campaign and 12 to 24 months strategy in Public Relations and Marketing.
Brand, Celebrities and Growth
Brian and I reviewed the brand with agreement being made to alter it to be more inline with StreetSmart UK. This led to concepts of restaurant table cards and window stickers. Building a bigger following online and increase awareness was achieved by getting some Irish & International celebrities. Brian led a campaign of getting venue holders and celebrities holding being photographed holding a €2 coin. The plan was to have realistic targets for taking on new venues over the next 24 months aligned with a growth strategy.
Raised
2015: €7,500
2016: €30,000
Followers
400% Increase in FB
250% increase in Insta
New Venues
43% increase in 2015
62% increase in 2016
