Henwood Playgroup is a small, independently-run charity based in Wolverhampton. With childcare professionals caring for small groups of two to three year olds within a small catchment area, getting found online wasn’t possible without a little help.
Like many small businesses, Henwood Playgroup approached me and asked how much it would cost to get found online. After a quick discussion it was decided that the first action was to create a basic but informative website along with social presence on Facebook. Using local search this would allow parents to hear about Henwood Playgroup and find out some additional information about the charity. All of this was created within budget, using very little resource from the child-carer’s already busy schedules.
- Implementing a marketing strategy covering both online and offline channels
- Redeveloping the Henwood website and increasing traffic at minimum cost
- Managing online channels to raise local awareness of the organisation
- Promoting fund-raising events through printed marketing collateral
- Increasing average monthly traffic by 1200% upon launching the new website
- Improving online engagement by 60% and reducing bounce rate by 30%
- Receiving social contributions from almost 20% of the social audience
- Consistently encouraging over 200 attendees to raise hundreds of pounds at each event
Local marketing strategy
Henwood Playgroup was brilliant at caring for its children, but finding new children was proving difficult, effectively relying purely on word of mouth. Introducing a local marketing strategy which included not only online efforts (such as local search) but also more traditional marketing techniques such as partner affiliations helped keep child numbers steady in the increasingly competitive marketplace.
As a charity, Henwood relied on quarterly fundraising events to raise much-needed money for new toys, food and building maintenance. Through a combination of local search marketing, social promotion and affiliate partnerships we together encouraged over 200 attendees to each event and raised significant donations as a result. Whilst relatively small figures, this money helped the charity remain afloat year after year.