In-house Marketing Case Study
Role: Marketing & Communications Manager
Led the development and execution of a multi-channel marketing and social media strategy for a charity membership organisation operating across three sites.
The role focused on improving visibility, strengthening communication and creating a more consistent and engaging digital presence for a diverse audience.
Objectives
The strategy was built around increasing the visibility of the membership organisation (Students’ Union) and its services, with a focus on three key areas:
Improving clarity and consistency of messaging across all platforms
Enhancing communication and representation across multiple sites
Maximising impact through low-cost, high-impact marketing channels
Strategic Approach
To achieve this, I developed a structured approach combining marketing communications and social media strategy, aligned with wider organisational priorities.
1. Clarity & Consistency
Focused on simplifying messaging and creating content that was:
Audience-centred
Easy to understand
Consistent (but not identical) across platforms
This included implementing a more structured content approach and maintaining a regular posting schedule across all sites.
2. Cross-Site Communication
Developed a coordinated communication approach to ensure:
Equal representation across all sites
Consistent messaging across all channels
Alignment with different student behaviours and content consumption habits
3. Efficiency & Resource Optimisation
Built a three-year Marketing & Communications Strategy centred on
Data & insights from comprehensive feedback channels
Organic social media as a primary channel
Low-cost, high-impact content formats
Improved internal collaboration to maintain consistent output
Social Media Strategy
The social media strategy was designed to translate broader marketing goals into platform specific execution.
Content Pillars
Content was structured around three key pillars:
What We Do & Why It Matters (Clear, informative content designed to explain services and demonstrative relevance to target audience who may not typically engage with the organisation)
Community & Student Life (Content focused on building emotional connection and showcasing the experience, positioning the organisation as a community space rather than an institutional body)
Voice & Representation (Content aimed at increasing visibility and accessibility of the democratic processes the Union is required to offer under charity law & governance, making them more engaging and easier to understand)
Content Funnel
Content was also mapped across the full user journey:
Top Funnel/Awareness: Introducing the organisation and its services
Middle Funnel/Consideration: Building understanding and relevance
Bottom Funnel/Decision: Encouraging engagement and participation
Execution
Developed and implemented both marketing communications and social media strategies
Managed content planning and direction across multiple platforms (Instagram, TikTok, Facebook, LinkedIn)
Coordinated communication across three sites
Briefed and collaborated with direct reports (assistants, volunteers and designers)
Ensured consistent output aligned with strategic goals
RESULTS & IMPACT
Improved clarity and consistency of messaging across digital channels
Strengthened alignment between social media and wider organisational strategy
Increased efficiency in content production despite limited resources
Created a more structured and scalable approach to student communications
Conducted accessibility audit of website, introducing measures to ensure the website was accessible and easy to use for all
Key Takeaways
The importance of aligning social media with broader organisational strategy
How structured content systems improve both consistency and efficiency
The value of adapting communication approaches for different audience segments