Interim Management of External Marketing Communications
Who is the client? Greenheart
About Greenheart
An impact and B Corp certification consultancy based in the UK with HQ in London and a team of remote workers across Europe.
An overview of how we supported Greenheart with their external marketing communications
At the start of 2024 a new marketing strategy was developed in order to increase the growth of the organisation and reach new revenue goals. The company wanted to implement a new business pipeline that used a “marketing funnel” technique. They outsourced the brand awareness (internally called ‘Outer Comms’) element to Ipsa Consulting for a period of six months.
What we did
Over a period of six months we were commissioned to develop and manage their content marketing with the aim of attracting leads into the top of the marketing funnel.
Through this process, we worked with the team to uncover insights about the target audience by creating ideal customer personas and key messaging for each. We created a calendar for forthcoming content and a weekly and monthly pattern for creating social media posts, blogs, event announcements, newsletters and email sign-ups. This way anyone in the team could see what was forthcoming and any repeatable elements could be automated. Using Asana we created ‘idea submission forms’ so that the team could dump blog content ideas with Marketing and they would be captured in the content pipeline. We wrote content such as blogs and email newsletters, designed email footers, invitations, made web pages, improved SEO, and created many designs for social media to fit with the key message for each piece.
During the six month contract we also refined the use of brand guidelines ensuring that any creative output stuck to the original gude as not to dilute the look and feel. This meant choosing a bank of hero imagery from a single photographer to create a consistent brand identity.
What were the outcomes?
An integrated content management platform that collects subscribers from external communications, a project mangement tool, a set of internal standard operating processes (SOPs), a series of creative content templates in Canva and automation for repetitive weekly, monthly and annual tasks which is intended to save time, and brain space, in the long run. During our contract we increased the frequency of posts which in turn increased the email subscribers and means that the top of the markeing funnel is warming up potential leads.
‘Thank you, Cath - you’ve definitely left us in a better place with our Outer Comms’ - Founder
