Charity & Membership ยท Ireland
Coeliac Society of Ireland
Ireland's national coeliac charity, supported as fractional marketing lead: positioning, messaging and digital strategy, then the whole process behind their iOS and Android app.
In short
Mizen Studio delivered Fractional marketing & app delivery for Coeliac Society of Ireland, a Charity & Membership business in Ireland. The work covered positioning and messaging for members, food businesses and healthcare professionals, digital strategy across website, membership and content and request for tender written and vendor selection run end to end.
The business
Overview.
The Coeliac Society of Ireland is the national charity for people living with coeliac disease and gluten intolerance: an estimated 100,000 people in Ireland with coeliac disease and a further 450,000 who are gluten intolerant. It runs a helpline, a Digital Food List, dietitian Q&As, recipes and accreditation for food businesses, on a membership model.
What it did not have was a senior marketing function, or the internal capacity to specify, buy and run a serious mobile-app build on behalf of its members.
The challenge
What we were solving.
The Society speaks to four audiences at once: newly diagnosed people looking for answers, long-standing members who need the food list, food businesses seeking accreditation, and healthcare professionals who refer patients in. Each needs different language and a different first step, and a volunteer-supported charity does not have the marketing bench to keep all four straight. On top of that sat a capital project, a mobile app, that would be bought once and lived with for years.
What we did
The work.
We came in as the fractional marketing operator. Positioning, messaging and digital strategy first, so everything downstream had a spine, then the app end to end: writing the request for tender, running the vendor selection, and managing the build client-side through to launch on both stores.
Digital strategy across website, membership and content
Request for tender written and vendor selection run end to end
Client-side project management of the app build through to launch
In detail
How it came together.
Positioning before anything got built
The first job was a clear statement of who the Society is for and what it exists to do, written so staff, board and volunteers could all use it. Everything downstream, the messaging, the digital strategy and eventually the app requirements, was derived from it rather than decided case by case.
Four audiences, four sets of language
A messaging framework gave each audience its own entry point: diagnosis and the first difficult months, membership and the Digital Food List, accreditation for food businesses, and the clinical case for healthcare professionals. Same organisation, four honest conversations.
An RFT that made responses comparable
The app was specified properly before anyone was asked to price it: scope, functional requirements, evaluation criteria and commercials, written so that responses could be compared like for like instead of on presentation. That is what turns a vendor decision into an evidenced one a board can sign off.
Selection, then delivery, client-side
Market scan, shortlist, scored evaluation and a documented recommendation, then the build itself run as client-side programme lead: scope held, milestones tracked, decisions taken on the Society's behalf, through to launch of Minding Me, Gluten Free on iOS and Android.
The food list where the decision happens
The point of the app was never the app. It was moving the Digital Food List out of a desktop login and into the aisle, so a member standing in front of a shelf can answer the only question that matters at that moment: is this one safe for me.
In short
About this project
What did Mizen Studio do for Coeliac Society of Ireland?
Fractional marketing & app delivery. Ireland's national coeliac charity, supported as fractional marketing lead: positioning, messaging and digital strategy, then the whole process behind their iOS and Android app.
- Positioning and messaging for members, food businesses and healthcare professionals
- Digital strategy across website, membership and content
- Request for tender written and vendor selection run end to end
- Client-side project management of the app build through to launch
What kind of business is Coeliac Society of Ireland?
Coeliac Society of Ireland is a charity & membership business in Ireland. Ireland's national coeliac charity, supported as fractional marketing lead: positioning, messaging and digital strategy, then the whole process behind their iOS and Android app.
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Tell us what you are trying to do.
Every enquiry gets a straight answer within one working day: whether we can help, what it would take, and roughly what it would cost. No pitch deck, and no discovery call to book a discovery call.
- A reply within one working day
- Fixed price, agreed in writing
- No obligation, and no hard sell