AUGUST 2018

MEET...
... Wendy Carter,
Head of communications and
marketing, Co-operatives UK
Wendy Carter has just moved to Co-operatives UK, the apex body for the UK
co-op sector, to lead its communications and marketing activities. She
previously worked as head of development at the recently renovated Piece Hall
venue and leisure centre in Halifax, following a series of marketing roles in
the charity sector. Here, she talks about digital content, the need to tell co-op
stories and the potential for growth in the movement.
CAN YOU DESCRIBE A TYPICAL DAY?
As I am new to the role, I am writing a marketing
strategy for Co-operatives UK and looking at our
communications with a fresh pair of eyes, which is
always useful when you join an organisation which
has been running for nearly 150 years.
We’ve just held Co-operatives Fortnight, our
flagship marketing campaign, so recently we’ve
been pulling together data for the Co-operative
Economy Report, identifying new trends which
might be of interest to the media – this year we
led with the story that new co-ops are nearly
twice as likely to survive their first five years
as other businesses. We worked with Blake
House Co-operative to create an inspirational
film (see feature p44-45), which has had a reach
of nearly 100,000 on social media to date.
Compelling digital content plays a key role
in any communications plan so we are always
looking for great case studies of innovative
co-ops, striking photography, fascinating facts
and inspiring film footage. Luckily our member
co-ops are a great source of content – and with such
a wide range of sectors and businesses there is
always something to talk about.
WHAT ABOUT YOUR NEW ROLE EXCITES YOU MOST?
As a marketer I am excited about the opportunity
for growth. The UK’s co-operative sector comprises
more than 7,000 independent businesses with a
combined turnover of £36bn, but this is still only
a fraction of the overall UK economy, and a far
smaller percentage than other countries such as
Italy, France and Canada.
This presents an exciting opportunity to really
grow the sector, with Co-operatives UK at the heart,
as the organisation that unites the rich and varied
range of co-op businesses together to speak with
one voice.
HAVE YOU BEEN INVOLVED IN CO-OPS BEFORE?
I have spent the last 17 years working in the charity
and non-profit sector, working to promote a range
of causes from heart research to wildlife
conservation, teaching children to cook and
launching a world-class heritage and cultural
destination, but I am new to the co-op sector. Or
so I thought! At the start of my career I worked at
Yorkshire County Cricket Club, which I have just
learned is a co-op. Little did I know that 20 years
after taking minutes at some very vocal AGMs, I
would come full circle back into the co-op world.
WHAT IS CO-OPERATIVES UK’S
CO-OPERATIVE DIFFERENCE?
We are in a unique position to act as a unifying
force for the UK’s co-operative movement,
as a whole and for individual sectors. When we
EVERY CO-OP SHOULD HAVE AN ‘ELEVATOR PITCH’,
USING EVERYDAY LANGUAGE TO EXPLAIN THE
PURPOSE AND VALUES OF THEIR BUSINESS
22 | AUGUST 2018