Context & Challenge:

The National Allotment Society (NAS), a not-for-profit organization with a membership exceeding 120,000, sought the expertise of Girl About Social to enhance its marketing efforts, promote inclusivity, and drive member engagement. The primary objective was to help ensure all marketing efforts continued whilst they hired a permanent member of the team. 

The Approach:

Following a smooth transition from the previous marketing manager, Girl About Social concentrated their efforts on essential ongoing tasks for a period of three months. The key areas they focused on were:

1. Content Creation and Website Enhancement: As part of the contract, Girl About Social dedicated their expertise to maintaining and improving the NAS website. They optimised its performance, aesthetics, and user experience. Additionally, they sourced and created unique and captivating content for the company magazine, monthly newsletter, and critical web pages. Engaging content was also tailored for social media platforms to increase website traffic and bolster the NAS’s online presence.

2. Marketing Material Design and Event Coordination: The contract encompassed the design and implementation of various marketing materials, including leaflets, brochures, and branded merchandise for shows, exhibitions, and conferences. Through close collaboration with show organisers and regional representatives, Girl About Social ensured a cohesive and professional NAS presence at prominent national horticultural events such as Gardeners’ World Live and RHS Hampton Court Festival.

3. Copywriting and Campaign Delivery: Girl About Social excelled in crafting persuasive marketing copy tailored to specific target audiences and channels. They took charge of planning, executing, and evaluating email campaigns with the primary goal of maximising membership recruitment and retention. Valuable insights for marketing decision-making were derived from the analysis of social media, website, and Mailchimp data.

4. Partnerships and Press Relations: Leveraging their network, Girl About Social established collaborative partnerships with external organisations to elevate the NAS’s profile and generate revenue. They successfully built relationships with national and local press, handling press inquiries and overseeing the management of external agencies for event coordination, press relations, presentations, and promotional materials.