Labrador puppies in field

Guide Dogs for the Blind wanted to review their existing digital structure and programme in the light of:

  • Their organisational objectives
  • Changes to the market place
  • Innovation within digital – business models/technology
  • Organisational issues being experienced
  • Project and resource issues
  • Performance against competitors.

We undertook a Digital Health Check, reviewing:

  • Existing organisational strategy and insight review
  • Comparator analysis
  • Market analysis
  • Current activity audit – reviewing processes, governance, issues and risk
  • Stakeholder research – defining objectives, understanding cultural blocks, digital literacy, scale of ambition.

We implemented a research programme to understand these issues and arrive at a set of strategic findings that Guide Dogs for the Blind could use to shape their organisational and digital strategy in the light of what their users want and the wider world around them.

Strategic findings included:

  • Guide Dogs has a unique set of issues relating to supporter motivation against cause
  • Digital is significantly impacting the lives of blind and partially-sighted people
  • Innovation is required rapidly to the model
  • Current work on innovation is distinct from digital and should be joined up
  • Strengthened digital hub required to service rapidly developing spokes.


What Guide Dogs for the Blind say:

“We hired Alison to help us review and audit our current digital position, and to provide recommendations that could be taken forward into a digital strategy.

“But Alison delivered so much more than this. Her passion is undeniable. Her knowledge is unquestionable. She rolled her sleeves up and relished the challenge. And most importantly, I loved working with her. She is a great sounding board, and very pragmatic in her approach.

“I would not hesitate to recommend Alison, and I look forward to working with her again in the future.”

Karen Bowen, Digital Media Manager, The Guide Dogs for the Blind Association

What our clients say

  • We Are MC2 helped us understand not only who our key audiences were, but what they wanted from us. Working with the whole MC2 team is a joy. They are professional, understood what we were trying to achieve immediately and worked collaboratively with us to achieve our desired outcome. I hope to work with them again very soon.

    Amy McCullough, Digital Lead, Royal College of Obstetricians and Gynaecologists

  • As usual We Are MC2 ran the workshops really effectively and we got excellent participant engagement and feedback. Perhaps more importantly they have helped us build a methodology which we can now use to tackle future challenges that would benefit from innovative use of technology.

    Said Dajani, Head of Digital, Diabetes UK

  • The team at MC2 have provided exceptional input into our digital transformation journey. They’ve challenged us, encouraged us to really stretch our thinking but also provided common sense and practical solutions. We are delighted to have them as true strategic partners.

    Paul Amadi, Executive Director of Fundraising & Engagement, MS Society

  • I wanted to work collaboratively with a strategist who has the right mix of experience, who has the ability to apply creative thinking to complex challenges and the know how to drive this thinking through to action. My experience of working with Alison and We Are MC2 is that they tick all these boxes and then some.

    Ben Butler, Head of Digital, Drinkaware

  • Not only were they a dream to work with they also produced a truly excellent piece of research which delivered everything we needed to plan ahead with confidence. And the research they produced lives on; we return to it time and time again as our knowledge of the virtual assistant and our users grows and develops.”

    Karina Brisby, Head of Digital, Versus Arthritis