Safer Business Network
Content strategy and roll-out for not-for-profit making towns and cities safer.
Client
- Safer Business Network
Services
- Content Strategy & Planning
- Visual Narrative Development
- Messaging Framework & Tone of Voice
- Copywriting & Design (Training Brochure)
- LinkedIn Content Roll-Out
- Content Consultancy & Team Enablement
Safer Business Network (SBN) is a not-for-profit business crime reduction partnership that brings together businesses, the police, and local authorities to create safer, stronger, and more vibrant communities across London. Their work connects people, places, and organisations – reducing crime, preventing harm, and supporting positive change across retail, hospitality, and the night-time economy.
The challenge
Operating across multiple boroughs with diverse audiences, SBN needed a consistent and engaging communications framework that reflected their leadership in community safety. While their impact was tangible, their messaging and visual storytelling didn’t yet convey the scale of their work or the depth of their partnerships.
CMG was brought in to define a content strategy and comms playbook that would unify all communications under a single visual and narrative identity. The goal was to create clarity, strengthen brand recognition, and elevate the voice of their growing training arm through bespoke, purposeful content.
What we delivered
A comprehensive content strategy and comms playbook to unify messaging across all channels.
Definition of a visual narrative system – guiding how SBN shows up through imagery, design, and storytelling.
Content consultancy to align leadership, marketing, and delivery teams under a shared communications approach.
Copywriting and design of a new training brochure, positioning the training arm as a core pillar of SBN’s offer.
Development and roll-out of content across LinkedIn, strengthening reach, engagement, and thought leadership.
Mapping of audience personas and content journeys to tailor messaging to distinct partner and stakeholder groups.
The outcome
Identity
A unified content strategy and visual framework that brought clarity, confidence, and cohesion to Safer Business Network’s communications. The new playbook defined a distinctive voice – professional yet human – that strengthened brand presence and positioned SBN as thought leaders in business safety and community engagement.
Purpose
By mapping customer personas and content journeys, SBN now communicates with purpose and precision – from partner updates to training promotions. Their LinkedIn content saw stronger engagement and greater visibility, while the new training brochure helped elevate their offer and reinforce credibility across key audiences.
The result: a brand voice that builds trust, inspires collaboration, and reflects SBN’s mission to make streets safer, communities stronger, and businesses better.
“Working with The Conscious Marketing Group supported us in developing a clearer brand identity and communications approach. Their work contributed to greater visibility for Safer Business Network and enabled us to better engage with key audiences across the sector and the important work we do.”
Safer Business Network
