Case Study: Up & Coming in Yorkshire
Connecting Communities: A Multi-Channel Approach for Up For Yorkshire
Up For Yorkshire (UFY) is a well-respected community support organisation in North Yorkshire dedicated to fostering a thriving voluntary and community sector while promoting inclusivity for all. They approached WILD Studios with the goal of enhancing their online presence and expanding their reach.
Our task? To create a comprehensive digital strategy within their budget, making a little go a long way with regular tailored content for multiple social media channels, fortnightly website updates (following a full redesign for their primary site, and a full fresh build for the Riccall Regen Centre), and weekly newsletter
By establishing a cohesive online ecosystem we amplify UFY’s impact, enabling them to connect with a wider audience and effectively promote both their own initiatives and the valuable work undertaken by other organisations within the community.
“WILD Studios take the stress out of comms and marketing! They have also enabled our organisation to reflect our personality and be vibrant throughout our publicity. We now finally feel like we are celebrating the work that we do and sharing this properly with the wider community.
The WILD Studios team are professional, flexible and dynamic, exactly what is needed across our comms; from website design and management, to newsletters, social media and filmmaking. They are fantastic.”
Emily Havercroft,
Deputy Chief Executive Officer and Head of Operations,
Up For Yorkshire
The WILD Studios Approach:
The Vision
To ensure the long-term success of Up For Yorkshire’s social media campaigns, we prioritized establishing a strong working relationship with the client. We planned for quarterly meetings, as well as regular informal communications, to discuss progress on our established goals and targets, keeping UFY informed and allowing us to adapt to their evolving priorities.
By forming a close relationship and understanding of Up For Yorkshire’s work, we could identify ideal audiences for each social media platform, allowing us to customise content for maximum impact. For example, LinkedIn updates highlighted the benefits for local businesses and organisations, showcasing opportunities for event promotion, training, and networking. In contrast, Facebook content catered to individual community members, emphasising volunteering opportunities, free courses and workshops, and access to valuable resources like the community fridge.
The Vision
To ensure the long-term success of Up For Yorkshire’s social media campaigns, we prioritized establishing a strong working relationship with the client. We planned for quarterly meetings, as well as regular informal communications, to discuss progress on our established goals and targets, keeping UFY informed and allowing us to adapt to their evolving priorities.
By forming a close relationship and understanding of Up For Yorkshire’s work, we could identify ideal audiences for each social media platform, allowing us to customise content for maximum impact. For example, LinkedIn updates highlighted the benefits for local businesses and organisations, showcasing opportunities for event promotion, training, and networking. In contrast, Facebook content catered to individual community members, emphasising volunteering opportunities, free courses and workshops, and access to valuable resources like the community fridge.
First Steps
Our first steps involved a comprehensive website audit. We ensured all branding elements were consistent and information was up-to-date. This meticulous initial sweep established a solid foundation for future content updates, minimising errors and streamlining the process.
Our immediate familiarity with UFY’s branding meant that we could utilise their bright and friendly colour scheme and fun shapes to express their core identity in a way that fosters instant recognition.
First Steps
Our first steps involved a comprehensive website audit. We ensured all branding elements were consistent and information was up-to-date. This meticulous initial sweep established a solid foundation for future content updates, minimising errors and streamlining the process.
Our immediate familiarity with UFY’s branding meant that we could utilise their bright and friendly colour scheme and fun shapes to express their core identity in a way that fosters instant recognition.
Our immediate familiarity with UFY’s branding meant that we could utilise their bright and friendly colour scheme and fun shapes to express their core identity in a way that fosters instant recognition.
From Brief to Build
While in-depth discussions took place during our scheduled quarterly communication meetings, we fostered a close and collaborative relationship with the Up For Yorkshire team that extended far beyond these sessions. This ongoing dialogue ensured we remained up to date on all their projects and achievements, allowing us to leverage our knowledge to effectively celebrate their successes.
Taking over a pre-existing website inevitably involves a period of troubleshooting to understand its underlying structure. Upforyorkshire.org.uk, due to a lack of recent updates, presented several instances where back-end issues necessitated swift troubleshooting. In each case, we were able to either directly rectify the problem or implement an efficient workaround, ensuring the website remained constantly operational.
To streamline newsletter distribution, we directly linked the mailing list to a clear and easily accessible sign-up form on the Up For Yorkshire website. We strategically placed this form in multiple locations to encourage sign-ups, while consistently promoting the benefits of the newsletter through targeted posts across social media channels. These combined efforts significantly increased newsletter awareness and subscriptions.
Delivery & Impact
Our approach has yielded impressive results for Up For Yorkshire. Their latest comms report showcases a 32% increase in newsletter open rate compared to the previous quarter, accompanied by a significant rise in net subscribers. Furthermore, social media reach has seen substantial growth, with increases of 11% on Instagram and 23% on Facebook. Social media’s impact extends beyond engagement. Website analytics reveal a surge in traffic to upforyorkshire.org.uk, with Facebook referrals showing a significant increase of 444%.
Delivery & Impact
Our approach has yielded impressive results for Up For Yorkshire. Their latest comms report showcases a 32% increase in newsletter open rate compared to the previous quarter, accompanied by a significant rise in net subscribers. Furthermore, social media reach has seen substantial growth, with increases of 11% on Instagram and 23% on Facebook. Social media’s impact extends beyond engagement. Website analytics reveal a surge in traffic to upforyorkshire.org.uk, with Facebook referrals showing a significant increase of 444%.
Impressed by Up For Yorkshire’s Growth? Ready to amplify your community impact? Let’s craft a digital strategy that empowers your organisation.