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Elevating Brand Awareness for
At The Ark

The Stats & Results:

Client: At The Ark

Industry: Not-for-Profit

Engagement: Digital Marketing and Content Strategy

Improvement in click-through rates for paid campaigns

0 %
Increase in interactions and engagement for organic content
0 %

Background

At The Ark, a not-for-profit organization with over 15 years of service, approached Station Street Agency with a pressing need to enhance their brand awareness. Despite their dedication and consistent efforts, their digital marketing strategy lacked the sophistication required to engage a broader audience. Their social media was stagnant, posting the same images repeatedly without addressing the interests of their potential followers.

Objectives

The primary goal was clear: to gain more brand awareness and foster meaningful engagement across multiple social media platforms.

Challenges

Unengaged Audience: At The Ark’s social media platforms had an audience that was minimally engaged, comprised mostly of people they knew personally.

Content Strategy: The content posted was repetitive and focused more on the organization’s needs rather than what the audience wanted to see or engage with.

Strategies and Implementation

1. Content Re-Purposing for LinkedIn

To revamp At The Ark’s presence on LinkedIn, we first analyzed the audience’s interests and identified gaps in the existing content. We restructured their articles to fit into key content pillars such as education, entertainment, and promotional content, ensuring that each post provided value and relevance to their followers.

2. Visual Content for Facebook and Instagram

Our approach involved a method of trial and error. By using audience insights, we started experimenting with various creatives. The content that received higher engagement, saves, and shares was prioritized, leading to a more dynamic and engaging feed that resonated with their followers.

3. Daily Updates on X

For the US market, we implemented a strategy of daily updates on X. These updates were tailored based on the search behaviors and interests of the target audience, ensuring maximum relevance and engagement.

4. Audience and Behavior Analysis

We utilized a suite of tools including Google Analytics 4, Metricool, Klaviyo, and Mailchimp to track and analyze search behaviors and audience patterns. This data-driven approach allowed us to refine our strategies continuously.

5. Advertising Campaigns

We trialed various ads using Meta Ads. By comparing different audience segments, we identified the most engaged demographics. Additionally, we tested different creatives within these segments to pinpoint the most effective messaging and visuals.

Overall Management: Successfully managed and created content across four major platforms along with email campaigns, resulting in significant growth and heightened brand awareness.

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