Police Treatment Centres
The Police Treatment Centres (PTC) is a long-established charity offering rehabilitation and specialist treatment to serving and retired police officers. Every year the charity treats over 3000 officers’ to help them recovery from injury, illnesses or health conditions sustained on or off duty. In 2024, PTC decided to rebrand.
In order to help the PTC team achieve their vision, we worked closely to deliver:
- a complete rebrand
- new website
- donor acquisition tools
Since launching in 2024, PTC’s strong new digital foundation has positioned the charity as a modern professional organisation, while a streamlined website user experience has resulted in a dramatic increase in supporter acquisition.
Our approach
1. Stakeholder workshop
The first step in our process was to host a collaborative workshop with the PTC team and key external stakeholders. This workshop allowed us to understand the client’s objectives, challenges, and the exact functionality needed from their new website. Through open discussions, we were able to define the vision for the brand and identify the key features the new platform should have, ensuring that the website would truly meet PTC’s goals.
2. Creative process & corporate identity design
Once the needs were clear, we embarked on a creative process to design a new corporate identity for PTC. We focused on crafting a visual identity that reflects the heart of the organization: professionalism, trust, and care. The branding was designed to connect emotionally with PTC’s supporters and resonate with its mission of providing care to those who serve the Police community.
3. WordPress website development
Following the rebrand, we developed a custom WordPress website tailored to PTC’s needs. The new site was built with user experience in mind, ensuring that it’s intuitive and easy to navigate for both the PTC team and their supporters. The backend was developed with a user-friendly content management system (CMS), allowing the PTC team to easily update and manage the website without needing technical expertise.
4. Supporter acquisition platform
A core feature of the website was its ability to support PTC’s mission of acquiring supporters. We integrated a sophisticated data-gathering system that allows PTC to capture potential supporter information and seamlessly initiate direct debit mandates for new donors. This tool not only makes the supporter acquisition process more efficient but also ensures that it’s easier for PTC to build relationships with donors and keep them engaged with the organisation.
Results
1. Increased conversion rate
Since the launch of the website, PTC has experienced a dramatic increase in supporter acquisition. The streamlined user experience and simplified direct debit process have helped boost conversions, turning more website visitors into active supporters.
2. Ongoing optimisation
Our collaboration doesn’t stop with the website launch. We continue to work closely with PTC, analysing data and optimising the site’s performance to ensure it not only supports supporter acquisition but also aligns with PTC’s broader organisational goals. Our ongoing efforts aim to further enhance the website’s effectiveness in serving both current and future supporters.
3. Improved digital presence
The rebrand and new website have provided PTC with a strong digital foundation, positioning them as a modern, professional organisation that serves the needs of the police community. The updated brand and user-centric website have improved the overall online experience for users and supporters alike.
Working with the team at Eyes Down on our charity’s rebrand and website has been brilliant from start to finish. Stuart’s team are helpful, knowledgeable and patient! They have been there every step of the way to help shape and guide what has been a very successful redevelopment of our brand and website. We look forward to continuing our working relationship in the months and years to come.
