Cheltenham Festivals approached us to refine its messaging, with the aim of creating memorable, persuasive copy that clearly communicates its charitable mission to festival‑goers, sponsors and supporters.

While the organisation has a strong vision, articulating its impact to a broad audience was a key challenge. As a charity dependent on donations, sponsorship and volunteers, it needed to demonstrate the value of its work and inspire people to get involved. A further consideration was how to communicate its inclusivity and outreach authentically, without sounding tokenistic. The focus was on the “why”: clearly explaining the impact of the work and why supporting the charity matters.

Writer, Anna Fozzard, and our CEO, Nina Whittaker, immersed themselves in the organisation’s work, including attending an outreach event during the Cheltenham Jazz Festival. A concert for primary‑age pupils introduced many children to live music for the first time, vividly illustrating the lasting impact of access to culture at a young age.

Using these insights, we audited Cheltenham Festivals’ key marketing touchpoints to identify where its story could be stronger. We then developed a practical messaging framework: a copy toolkit of core phrases and statements that clearly express the charity’s purpose and impact. Designed for long‑term use, it provides a consistent foundation for communications across channels, from websites and brochures to event signage and beyond.

Effective storytelling guides how your audience feels. For an organisation like Cheltenham Festivals, the story needs to cultivate buy-in and should leave readers feeling inspired, engaged and emotionally connected to the purpose.

A strong content strategy sets the foundations for a successful story. Understanding the ‘why’ is essential for creating a message that motivates your audience to act in the way you intend. Our team can get to the root of your brand value and uncover the true impact that will resonate most with your audience.

Hannah McNally, Head of Marketing and Communications at Cheltenham Festivals, said:

“We’re incredibly grateful to Stratton Craig for generously donating their time and expertise to help us articulate our purpose and vision more clearly. The team took the time to truly understand our mission and values and delivered a practical toolkit that enables us to tell our story in a way that is compelling, authentic and engaging.”

Anna Fozzard, Writer and Strategist at Stratton Craig, said:

“Most of us would agree that culture is important, but it wasn’t until we worked with Cheltenham Festivals that I could really see its impact. Self-esteem, identity, connection, wellbeing, tackling the big questions, overcoming the world’s most pressing challenges. It was a pleasure to uncover the deep and lasting impacts of Cheltenham Festivals and work with the team to make it louder and clearer.
Thank you for such an eye-opening experience. I will never forget seeing the immense power of culture at the concert for children.”

Nina Whittaker, Stratton Craig CEO, said:

“Cheltenham Festivals’ mission to make writing, culture and the arts accessible to a wider audience across the South West aligns perfectly with our values at Stratton Craig. We’re proud to have supported the organisation on this project and thankful for the opportunity to contribute to such a meaningful and inspiring vision.”