The client
nurtureuk is an established charity that works to improve the life chances and social and mental wellbeing of children and young people through the nurture approach.
Their goal is to promote the nurture approach across the whole education system and beyond and this is predominantly done by training practitioners to identify pupils’ needs and provide the right support, developing and distributing resources to remove pupils’ barriers to learning and working with schools, wider communities and policy-makers.
At a time when more children and young people are affected by issues that can impact their learning, their work is more important than ever.
The challenge
Building on their past achievements, nurtureuk approached Hallam to help them make the nurture approach a cornerstone of education in the UK and beyond.
In particular, they were looking to partner with an agency that could support them with their strategic objectives which included:
- Raising the profile of nurture and nurtureuk amongst policy makers, opinion-leaders and education professionals
- Marketing and promoting nurtureuk’s membership, products and programmes, with a particular focus on their flagship product The Boxall Profile and The National Nurturing Schools Programme
- Building a thriving community of nurture advocates
- Communicating their analysis and recommendations on nurture in education to UK governments
What we did
Our approach comprised Strategy and SEO; we recommended a full-funnel organic strategy based on research that would lead to cost-effective, long-term growth.
We began the project with a key piece of market research which included interviews with multiple internal stakeholders to better understand the charity and its customers, alongside desk-based research and competitor analysis. This enabled us to narrow down the areas nurtureuk should focus on in order to cost-effectively target its key audiences.
SEO was also an important part of our work as an economical way for the budget-conscious charity to reach a large audience. Our SEO piece incorporated a comprehensive SEO audit to assess the site’s current health and organic performance, alongside a content audit to help us make recommendations on how to stand out from the competition and reach customers with a key message.
The project outcome was a clear digital strategy with a focus on organic activity, including an accompanying operational plan to guide nurtureuk with the implementation of our recommendations.
The results
Our strategy team worked alongside nurtureuk’s marketing team to narrow their focus and uncover knowledge gaps around customer challenges.
Now, nurtureuk have a brand-led marketing strategy that establishes their brand as experts in improving pupils’ socio-emotional functioning and academic achievement.
Following the strategy project, our team flagged opportunities that further research would address and set priorities based on internal resource.
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