Communications support to reposition your business
Posted by Amy Bell on 22 July 2020

Communications support to reposition training & activity centre to health & wellbeing retreat:

Lanehead is the historic home of artist William G Collingwood. The house, cottage and purpose-built creative workshop Swallows & Artisans is a group accommodation and activity property overlooking Coniston Water, Lake District.

Co-owner Karen Duncan was looking to rebrand Lanehead from a training & activity venue with a separate creative workshop, to an exclusive-use retreat with a focus on health & wellbeing. She wanted to reposition the centre as a place to connect with others and nature through its wellness activities such as yoga, sports, creative arts, coaching etc. She enlisted Hey Me’s help to gain expert guidance on how best to communicate the changes to her existing clients and how to attract new ones.

A collection of white houses and buildings in front of a lake with hills around it. The words 'Lanehead' and 'Inspiration for your mind & body' are in front of this image.


Karen needed support in developing a tone of voice for Lanehead which shifted the focus from creative retreats to broader health & wellness activities. The change needed to pay homage to the history of the property and be complimentary to the established Lanehead brand. She also needed to build a diverse bank of content ideas which would need minimal effort to administer during busy periods. Establishing an organised plan and structure for Lanehead communications was key for both.


Amy worked directly with the brand, using her knowledge and experience in the tourism sector to provide a structure Karen could use for planning, developing and scheduling content. She also explained the reasons behind each of the planning steps so that Karen could easily repeat the process for future campaigns. The new structure saved Karen valuable time and increased bookings and newsletter mailing list registrations.

Karen commented:

“I saved so much time after implementing a more structured approach which has given me the opportunity to focus on creating more content and work more closely with my clients.
Amy and her team are easy to deal with and are quick to provide valuable solutions. I would not hesitate to work with Hey Me again in the future.”

For more information on stay at Lanehead or using it for a retreat, visit their website.

If you want to find out more about the services that Hey Me provides, visit our Services page.

“Since day one, Amy herself has fit seamlessly into our team, understanding the message we want to convey and the audiences we want to reach. Her upfront audit was invaluable in helping us internally hone our common voice, which has demonstrated itself in the consistency of the content we put out as a brand and as individuals within the company. Behind the scenes, Amy has instinctively adopted our internal communication methods (Slack, SharePoint) and works closely with our in-house graphic design team to ensure our graphics and copy are in sync.” Lucy Prior MBE - previously from 3Squared 2021
“I saved so much time after implementing a more structured approach which has given me the opportunity to focus on creating more content and work more closely with my clients. Amy and her team are easy to deal with and are quick to provide valuable solutions. I would not hesitate to work with Hey Me again in the future.” Karen Duncan - Lanehead Coniston
“I met Amy a few years ago at a Young Rail Professionals event and was able to provide her with an opportunity to manage the comms on a major alliance which she flourished at. Soon after she started, Marie came along to provide HR support across the multiple businesses. It seems only natural that being as dynamic and knowledge as they are, they are looking to work together on this new venture, which I am sure will be a huge success.” Karen Duncan - Lanehead Coniston
“I saved so much time after implementing a more structured approach which has given me the opportunity to focus on creating more content and work more closely with my clients. Amy and her team are easy to deal with and are quick to provide valuable solutions. I would not hesitate to work with Hey Me again in the future.” Karen Duncan - Lanehead Coniston

Start a project with us:

Get in touch