Mini case studies

1 day

Here are some examples of what I have helped my clients with when they have booked me for a day….

⭐ Emergency charity communications

I worked closely with my retained PR consultant client to deliver comms for a charity wanting to share a message of solidarity with the thousands of people affected by the 2023 earthquakes in Turkey and Syria. Many of the charity’s beneficiaries had friends and family in Syria and Turkey. The charity therefore wanted to publish a response that spoke to this and share ways that people/the charity’s supporters could help those directly affected.   How I helped and the work delivered 
  • Drafted key message and approach for sign off
  • Repurposed the approved comms for the charity’s different channels, including news story, social media and email newsletter
  • Arranged for some of these comms to be translated into Arabic (it was important for the charity to speak to their beneficiaries in their native language)
  • Sourced appropriate photos from an image library and created a graphic in Canva to illustrate the various comms
  • Published the comms on the charity’s website, social media channels and pressed ‘send’ on its email newsletter

⭐ Toolkit for GP surgeries 

In response to an uplift in verbal abuse incidents from patients, I was briefed by my communications consultant client to create a toolkit for GP surgeries to help tackle negative behaviour towards staff in general practice.   How I helped and the work delivered   The 14-page toolkit, included: 
  • Steps to take and example copy for submitting a news article to a website or parish magazine
  • Instructions for how to use the supplied ‘Did you know’ graphics, A4 posters for printing in-house and PowerPoint slides for displaying in practice reception areas (designed by a graphic designer and supplied as part of the toolkit)
  • Template wording for social media posts
  • Tips for capturing and sharing news-based posts on social media 
  • Automated sample phone messages (introductory and while patients are on hold) 

⭐ LinkedIn content for a marketing consultant 

To extend the life of my marketing consultant client’s evergreen blog content, I was tasked with writing a series of LinkedIn posts for several of my client’s blog posts that could be ‘plugged into’ her content plan.

I also conducted a review of LinkedIn posts written by a third-party, as my client was concerned they were not written in her tone of voice and wanted a second-opinion. In some cases, I rewrote the draft posts and offered some tips on how to approach sharing articles from various online media sources. I also answered my clients questions about posting to LinkedIn. 

“I just wanted to drop you a note to really thank you for this. It’s super, exactly what I need and love what you have done.”

⭐ Email newsletter a printing company

This retained work involved working closely with the marketing manager of the printing company on messages for the month’s newsletter whereby I:
  • Wrote content for monthly email campaign in agreed tone of voice and format
  • Sourced copyright-free images where required
  • Built the email campaign in Campaign Monitor and sent the campaign
  • Supplied a mini report on open and click through rates with top-level recommendations for future campaigns, e.g. content ideas based on what is performing well
“It’s been really helpful to have you driving the production of our newsletter and comms, bringing fresh ideas, structure and impetus. I really needed someone to help me create and stick to a plan which you have, and I’m sure this will deliver great results for us over the course of the year.”

2 days

Here are some examples of projects I have helped my clients with across two days…

⭐ Review a donor’s ‘giving’ journey, from the charity’s website through the JustGiving payment mechanism

Working with my marketing & fundraising consultant, we wanted to ensure the donor experience was the best it could be. We were aware of JustGiving’s many features and potential that the charity were simply not utilising. 

How I helped and the work delivered 

I wrote a short report sharing recommendations for the changes needed to simplify the giving process for the donor and deliver a great online experience. This included looking at the general marketing messaging, prompt amounts, ease of making a donation/the payment process and follow-up communications.

I then drafted communications for an automated email message and landing page using the charity’s current marketing materials.

Once feedback and approval had been provided by the client, I wrote the content and set up a landing page in the charity’s WordPress site for the donor to be redirected to once the payment transaction completed. The landing page shares a ‘thank you’ message sharing the impact that the donation will make and what the donor can next expect to receive (an email confirmation and receipt), plus a video from a handful of the charity’s beneficiaries. It also shares a couple of simple ways a donor can help further should they want to.

I then supplied the charity’s third-party partner (who ‘owns’ the JustGiving account) with the new copy for the JustGiving campaign page and automated email, plus supply a list of edits needed on the checkout page and the new ‘thank you’ landing page URL.

⭐ Strategic marketing meeting and plan for an IT & telecommunications company

The problem

This project involved working closely with my marketing consultant client to design a campaign plan for an IT & telecommunications company. Our contact there needed a practical, ‘light-touch’ marketing campaign plan that would win them the rights to become a sales agent for a new tech solution.

What we did

To kick off the project, the director of the IT & telecommunications company, marketing consultant and I sat down for a 3 hour meeting to discuss the objectives and details of the project. This was a great opportunity to also bounce sales and marketing ideas for reaching the prospective b2b audience.

Further to this, I delivered an eight page marketing plan. This included an activity plan for selling an ongoing service package to businesses in a specific area of Bristol, while raising awareness of the IT and telecommunications company and its complementary services to Bristol businesses. The document also included sections on: 

  • Audience insight and targeting
  • Service offering
  • Outline customer messages
  • Measurement and evaluation

The result

“Just to let you know, we got the go-ahead for this project. The VC funders liked the marketing plan and proceeded to award us the rights to sell the solution as their appointed sales agent. Thanks for all of your help, now to bring it all together and sell, sell, sell!”  

The IT & telecommunications went on to employ a junior marketer to deliver our plan.

⭐ Survey design, build and review for a membership business

The problem

In 2020, a membership business had to change their business operations quick-sharp in response to the Covid-19 pandemic. In-person events were replaced by online events and other digital offerings. Sound familiar?

When restrictions were lifted and we came out of multiple lockdowns, the business needed to better understand the demographics of their members, as well as what their members wanted in 2022 and beyond. The business had lots of ideas for products and other offerings, so before spending any time and money on launching these, we ran a survey to find out which offerings their members most wanted.

What we did 

We ran a survey to members and email newsletter subscribers which was incentivised with a prize draw to win a copy of the CEO’s new book.

Day 1: Design and build the survey

Day 2 (several weeks later): Review the survey

⭐ Competitor review for a UK disability charity as part of a wider marketing and fundraising strategy

A Word document report was delivered to my marketing & fundraising consultant client containing the following information for a disability charity and its five main competitors:

  • Income
  • Individual giving messaging and offer
  • Regular giving messaging and offer
  • Social media – donation asks/messaging

As well as providing key findings and data in the report, I supplied my recommendations for the UK disability to consider and take forward.

In addition, charitable donations were tracked for each competitor, whereby I made a donation to the charity and took screenshots at every stage of the donation payment journey – these were then supplied for addition in the final marketing and fundraising strategy’s appendices.