Background and Objectives
Founded in 2007, House of Light is a perinatal mental health charity, offering support and counselling to parents pre-conception to post birth. They offer one to one counselling and group peer support to those who are struggling with mental health difficulties following pregnancy, birth, and loss, including miscarriage, termination and stillbirth. They also work within the Hull Women and Children’s Hospital’s Neonatal Intensive Care Unit, providing valuable bedside support.
House of Light approached us here at Eon Visual Media for some support with their marketing and social media. With their audience primarily on Facebook and Instagram, they wanted to enhance their social visibility and engagement, and optimise the platforms to create valuable content, considering content sensitivities.
Research and Planning
The first step of any marketing project is to conduct extensive research into the client. For this particular project, it was critical that we understood House of Light’s audience and tone of voice. A lot of the content they talk about can be difficult and triggering to certain audiences, so we ensured open lines of communication for feedback and discussions.
We researched competitors and other organisations both in the local area and across social media. This informed a lot of content, design, and language decisions, allowing our marketing team to put together a bank of content ideas and objectives.
Utilising primarily Facebook and Instagram, we began crafting the strategy and content plan, focusing on engagement and reach metrics.
Social Media Strategy
Some of the main things we considered when creating the social media strategy involved the types of content and frequency of posting, ensuring the calendar was populated with valuable, insightful content, as well as informational posts, helpline access, FAQs, and other things that were important for the audience to know.
A few months into the project, House of Light thought about starting a new social media platform to raise awareness of the charity to a different audience. We created a LinkedIn account, focusing on more professional content aimed at showcasing House of Light’s services to external stakeholders.
House of Light Branding and Design
Our marketing team established that House of Light needed a tone of voice statement and band guidelines to ensure any future stakeholders used sensitive language and content correctly. The designers and marketers worked alongside the team at House of Light to create comprehensive brand guidelines with logo usage, font, colours (including primary and secondary), imagery and tone of voice.
After we created the initial brand guidelines document, the designers could then create the social media graphics, utilising the new secondary colours and font. House of Light wanted to keep the social graphics simple, easy to understand, and able to be deployed across multiple social platforms. Our designers created a series of adaptable carousels alongside social headers and Microsoft Teams backgrounds.
Social Media Implementation
Once the strategy and goals were agreed with House of Light, we began to implement across social media. We worked to create valuable and insightful content surrounding perinatal mental health, women’s health, men’s health and children’s health. We utilised awareness days and events that the charity was involved in, as well as feedback and quotes, to flesh out the calendar and ensure that all of the content was relevant for the target audiences.
We always created content, wrote copy, and scheduled the posts in advance after we received direct feedback from the client. As well as this, we were able to be reactive with posts, stimulating user generated content, feedback, and photos. We focused on personable content because we knew it was popular and had higher engagement rates.
Photography and Content
One of the things we noticed when conducting our initial research and strategy planning was the lack of team content on House of Light’s social media and website. Luckily, the external team at Eon Visual Media were able to help. We arranged for a photography day to take some professional headshots and group shots of the staff members. These are able to be utilised across social and web platforms to showcase House of Light’s fantastic staff members who work passionately to help their service users.
Reporting and KPIs
One of the most important elements of any project is the use of data, analytics, and reporting. Following our initial research phase, we collaborated with House of Light to agree some KPIs for their social media platforms. We kept these analytics simple, looking at posts, reach, engagement, and reactions, to measure performance and growth. These analytics informed data-driven decisions about future strategy and content.
As part of this project, we had bi-weekly meetings with House of Light to ensure we were constantly up to date with events and charity activities, and to discuss content and copy. We shared monthly marketing reports, chatting through the analytics, what they mean, and what content they could inform going forwards.
Summary
Our marketing team feel incredibly proud of the marketing support provided to House of Light. On Facebook we have been able to increase their reach by over 80%, increase their reactions and shares by around 500%, and steadily grow their followers. On Instagram, we have grown followers by more than 130% and likes by a staggering 17,100%!
After creating their LinkedIn account, their reactions have grown by over 15,000% with comments steadily increasing. Their marketing strategy now looks much more cohesive, with frequent posting, regular updates and valuable, insightful content for target audiences.
If you want to see results with your marketing, get in touch with our marketing team!