Resources.
Marketing and communications resources; for purpose-led leaders who like a well-structured process and some decent evidence.
Workbook: marketing strategy
Learn how to build a marketing plan that the board will sign off, delivers results and the team can follow.
Guide: web agency selection
Time for a new website or a new web development partner? Read this guide before you start looking.
Client interviews: strategic marketing support
I recently asked some of my social enterprise clients about our work together. What had they found most useful?
Client interviews: buyer personas
What did three social enterprise leaders think about our work on their 'buyer personas'?
Case study
Groundwork, a federation of trusts operating across England and Wales, asked me to help build the national marketing strategy and plan for their Green Doctor service.
Green Doctor provides energy-saving advice and practical help for Housing Associations and Local Authorities. Many of Groundwork's local trusts deliver Green Doctor but its national footprint was in its infancy.
The marketing strategy was to target managers in Groundwork’s existing network of housing associations and local authorities, inviting them to attend lunchtime thought-leadership webinars. There were two parts to the setup phase:
- Retiring Green Doctor content from 15-20 local trust websites and creating a new national Green Doctor area on Groundwork’s national website. This required diplomacy and internal communication, and took some months to complete.
- Planning the webinar series. This includes inviting Groundwork’s Green Doctor experts to speak, setting up and creating content for paid and organic social media ads and email marketing content.
The pilot delivered 25 high-quality new enquiries over an 8-month period.