Digital marketing and comms strategy for 2024-25

Building more engaged audiences around high-quality content

Why are we proposing this?

  • Our broad multi-channel approach to marketing competing products and services is producing diminishing returns for greater cost
  • We’re not leveraging our extremely strong emotional content at the core of our mission
  • Ads have saturated social media. Fewer and fewer people are clicking on ads and localised digital advertising is producing very limited returns
  • Facebook targeting is so broad now that significantly higher budgets are needed to reach new audiences
  • Organic posts need to be given time to build engagement and interest. Over-posting limits effectiveness

What are we going to do?

  • Increase the number of website visitors
  • Increase engagement on social media
  • Increase the number of active supporters
  • Generate more income

How?

  • Consistent pipeline of timely stories for new audiences across blogs and social media
  • Integrated marketing plan for each internal product or service
  • Advertising plan aligned to all other internal asks and audiences
  • Eliminate content production with limited returns or no distribution channel

What will this look like?

Website pages

  • More Information & Advice content answering specific questions about disability and encouraging inclusion
  • Higher ranking in search results

Blog

  • A bolder, braver blog that reaches new audiences with insights into disability and helps people in the disabled community feel less alone.
  • Educational impact stories about our organisation to evidence our impact and drive supporter engagement.
  • Goal-driven stories, often derived from popular search terms, that deliver donations, campaign actions, events sign ups and service enquiries. 

Social media

  • Content marketing strategy for ‘top of funnel’
  • Fewer posts but in a consistent cadence that appeals to new audiences
  • Reduced number of asks and links, more “moments of joy.”
  • More timely organic social posting using news stories

Tactics

  • Content marketing strategy for ‘top of funnel’
  • Engaging and developing influencers
  • Improved Google account management to deliver new audiences to website
  • Introduce social media briefing process to change expectations, provide better assets and reduce demand