Portfolio Content strategy

Brio - content strategy

Client

Brio Global Mental Health

Project

Content strategy

Marketing palette

Strategy deep-dive: vision, mission, values, ecosystem, communities, unique promise, programmes, objectives

Persona definition

Customer journey

Content strategy

Editorial calendar

Brio - content strategy

Client

Brio Global Mental Health

Project

Content strategy

Marketing palette

Strategy deep-dive: vision, mission, values, ecosystem, communities, unique promise, programmes, objectives

Persona definition

Customer journey

Content strategy

Editorial calendar

Need

Brio is a not-for-profit organisation committed to advancing global mental health through design and collaboration with local organisations in resource-constrained areas. They do so by developing community-owned initiatives in close partnership with local leaders and by blending Acceptance and Commitment Therapy with liberation psychology and storytelling. Brio was looking for support in formulating a content strategy that aligns with their vision and core values of accompaniment and human-centered design. They were seeking to share stories of impact while maintaining their role as partners working behind the scenes alongside local leaders. They also wanted to establish a consistent online presence, all while navigating the constraints of time and resources.

Approach

The project is in full swing and comprises a series of in-depth workshops with Brio’s Executive Director. We started with a deep exploration of Brio’s vision, mission, core values, distinct promise, community ecosystem, personas, programmes, as well as its organisational and marketing objectives. Having delved into these fundamental elements, we went on to define Brio’s two key personas, drawing upon insights previously gathered by the organisation. We then formulated the content pillars that would deeply resonate with each persona, all the while keeping a keen eye on the broader ecosystem of communities directly and indirectly impacted by Brio. We brought all of this together into a detailed editorial calendar, covering fresh and repurposed content rooted in Brio’s values. Our current focus is on mapping out the customer journeys of the two key personas.

Results

Following the first workshops, Brio has more clarity on how to bring their vision, mission, USPs and proof of their work to life through strategic and consistent content that embodies their core values: interdependency of communities, mutuality of compassion, and proximity to vulnerability. They’ve also gained a better understanding of their personas and what content to prioritise for each of them. In addition, they now have a collection of specific and relevant content pieces for the coming months as well as strategies for effectively repurposing their existing content. The approach has led to a consistent online presence and a surge in engagement across their social media platforms.

I’ve been working with Laura to strengthen our public narrative and build content that reflects who we are as an organization, along with the impact we’re having. Laura’s wisdom, thoughtfulness, and creativity are at the heart of our storytelling strategy and I am so grateful to her. In particular, I’ve really appreciated Laura’s methodical process of understanding our audience members through empathy and rigorous research; identifying important content potential; and thinking creatively about the stories we can tell in a way that upholds dignity. Since working with Laura this year our social media following and engagement has doubled, and we have been contacted by potential partners and supporters who did not know of us before. That said, her strategy is not just about short-term gains but about investing in a long-term narrative shift that our sector so desperately needs. I wholeheartedly recommend Laura, it continues to be a privilege to work with her!

 

Daisy Rosales, Co-Founder & Executive Director
Brio Mental Health
Read More
EIT InnoEnergy Innovations - Email marketing automations in HubSpot

Client

EIT InnoEnergy | Sustainable energy innovations

Project

Email marketing automation in HubSpot

Marketing palette

Lead nurturing email content

Sales email content

Funnel set-up in HubSpot

Email automations in HubSpot

EIT InnoEnergy Innovations - Email marketing automations in HubSpot

Client

EIT InnoEnergy | Sustainable energy innovations

Project

Email marketing automation in HubSpot

Marketing palette

Lead nurturing email content

Sales email content

Funnel set-up in HubSpot

Email automations in HubSpot

30-45%

email open rates

5-15%

email click rates

Need

EIT InnoEnergy provides a marketplace of innovative and sustainable energy solutions to help companies reach their net zero goals and speed up the energy transition. The company needed a funnel strategy so they could generate, nurture and convert more qualified online leads for their solutions. They also needed to write the email content, set up the funnel in HubSpot and automate their processes.

Approach

After mapping the customer journey for the buyer personas and defining the content needed at each stage across EIT InnoEnergy’s target markets, we turned the strategy into a detailed email marketing plan. This involved creating messages that resonate with each persona, nurturing new leads with educational content, and creating compelling sales content for engaged leads. We automated these emails using HubSpot to guide leads through the funnel and encourage them to reach out to the sales team and learn more about InnoEnergy’s innovations.

Results

EIT InnoEnergy now has a streamlined, automated and well-performing sales funnel that helps attract the right leads and consistently nurtures them with personalised content. This approach ensures a continuous influx of high-quality leads for the sales team while also strengthening the company’s reputation as a leader in sustainable energy innovation. Notably, the emails consistently outperform industry benchmarks in terms of open and click-through rates and generate sales requests on a regular basis.
Read More
Acumen Academy webinar

Partner

Acumen Academy

Project

Webinar: Marketing Intently & Building Relationships

Marketing palette

Ethical marketing

Impact-centered marketing strategy

Accountable marketing

Community wellbeing

Regenerative product

Helpful content

Acumen Academy webinar

Partner

Acumen Academy

Project

Webinar: Marketing Intently & Building Relationships

Marketing palette

Ethical marketing

Impact-centered marketing strategy

Accountable marketing

Community wellbeing

Regenerative product

Helpful content

About the webinar

In December 2022, I had the honour of being invited by Acumen Academy to give a webinar during their End of Year Summit: Beyond Business as Usual. Part of Acumen, an impact investing organisation that combines market-based efficiency with philanthropic impact (patient capital), the Academy serves a community of social innovators and builders committed to addressing the world’s toughest challenges. It provides the tools, practices and resources needed to create impactful solutions for an interdependent world.

My webinar, titled ‘Marketing Intently and Building Relationships’, explored topics such as: anchoring marketing strategies in purpose, delivering value with every brand interaction, and employing ethical, cost-effective marketing practices to drive meaningful action (including pitfalls to avoid). I emphasised the importance of cultivating community relationships and provided examples of pioneering organisations that showcase the potential of business and marketing as forces for good and activism. Following up on the webinar, I penned down two blog posts on the webinar’s theme. Check them out below:

• Transforming marketing: three pillars to cultivating an ethical, impact-centred approach
• A regenerative community’s journey framework for impact-first brands

I had the opportunity to invite Laura as a guest speaker for one event. The attention to detail, her ability to connect with the attendees and her passion for ethical marketing left our students eager to learn more and equipped with the skills and resources they needed to start applying what they learned in their organizations. Laura goes beyond to ensure what she has to share reaches people!

 

Daniel Londoño Hoyos, Operations Associate
Acumen Academy
Read More
EIT InnoEnergy Innovations - Customer Journey

Client

EIT InnoEnergy | Sustainable energy innovations

Project

Customer journey & sales funnel in HubSpot

Marketing palette

Customer journey

Sales funnel strategy

Funnel set-up in HubSpot

Email workflows in HubSpot

Marketing and sales reporting

EIT InnoEnergy Innovations - Customer Journey

Client

EIT InnoEnergy | Sustainable energy innovations

Project

Customer journey & sales funnel in HubSpot

Marketing palette

Customer journey

Sales funnel strategy

Funnel set-up in HubSpot

Email workflows in HubSpot

Marketing and sales reporting

Need

EIT InnoEnergy provide a marketplace of innovative and sustainable energy solutions to help companies reach their net zero goals and speed up the energy transition. The company needed a funnel strategy so they could generate, nurture and convert more qualified online leads for their solutions. They also needed to set up the funnel in HubSpot and automate their processes.

Approach

We started by mapping the customer journey for the buyer personas and by creating a step-by-step visualisation of the touchpoints and content that are key in attracting, engaging and retaining EIT InnoEnergy’s audience across channels. We then set up the resulting processes in HubSpot (automated nurturing and sales email workflows; lifecycle stage definition and workflows; lead scoring etc) to effectively drive leads down the funnel. We also set up an analytics dashboard to track the funnel results, including conversion rates from one stage to another and multi-touch revenue attribution reports.

Results

EIT InnoEnergy now has a clear, well-functioning customer journey for its sustainable energy innovations as well as a set of strategic content ideas and actions that address the needs of the personas and help position the company as a thought leader in its field. The sales funnel strategy and HubSpot processes help attract the right leads and consistently nurture them with tailored content so that sales reps can receive an increasing number of truly qualified leads. In addition, lead scoring helps sales reps prioritise their leads based on sales readiness.
Read More
CoPartnerUp Cause Canvas

Client

CoPartnerUp

Project

Marketing strategy

Marketing palette

Purpose, values, collective promise

Communities/Personas

Key messages

Organisational and marketing objectives

Customer journey

Content strategy

CoPartnerUp Cause Canvas

Client

CoPartnerUp

Project

Marketing strategy

Marketing palette

Purpose, values, collective promise

Communities/Personas

Key messages

Organisational and marketing objectives

Customer journey

Content strategy

Need

CoPartnerUp is a community and platform where changemakers from around the world come together to create conscious partnerships for social and environmental impact. Founder Claudia Marras was looking to develop an inclusive marketing strategy rooted in purpose and clear values, catering to diverse stakeholders. This also involved ensuring persona clarity, shaping a clear promise and impactful messaging, and crafting a robust content strategy.

Approach

We implemented the Cause Canvas, our marketing strategy framework for impact-first organisations. Throughout a series of workshops, we worked together to distill and articulate CoPartnerUp’s purpose and values, and understand the communities it addresses. This allowed us to develop a value proposition that takes into account the diverse personas involved (what we call a collective promise), craft distinct key messages and map the customer journey for each. We also formulated SMART marketing objectives aligned with CoPartnerUp’s overall goals to ensure that the marketing efforts drive real impact. Lastly, we created a content strategy aligned with the customer journey of each persona.

Results

CoPartnerUp now has a fresh and comprehensive marketing strategy, firmly anchored in its purpose of bringing changemakers together and cultivating impactful partnerships. The Cause Canvas workshops helped Claudia achieve clarity around how to best communicate and foster CoPartnerUp’s vision, and engage all its diverse communities in the process. The framework also played a key role in shaping a content strategy and repository attuned to CoPartnerUp’s personas and their customer journeys, and designed to strengthen its positioning and create meaningful change.

I had the opportunity to use the Cause Canvas at an important stage of redefining CoPartnerUp, the platform where changemakers from around the world come together to create partnerships for change. I needed clarity on how to engage the various stakeholders, making sure not to exclude anyone. The process was intense, but with Laura’s guidance I was able to achieve the clarity I was looking for and figure out how to develop a content plan that would share our mission and co-create our vision with those who will join us. I am confident that with this clarity we will be able to reach those who wish to join our community and create meaningful partnerships. I recommend the Cause Canvas to anyone looking for a comprehensive tool and outstanding guidance to help them better define to whom and how to communicate clearly and effectively to create lasting positive impact.

 

Claudia Marras, Founder
CoPartnerUp
Read More
SkillCharge project

Client

EIT InnoEnergy | SkillCharge Enterprise

Project

Product launch & marketing automations

Marketing palette

Value proposition

Website content: strategy, design and copy

Event marketing

Email marketing

LinkedIn ads

HubSpot workflows

SkillCharge project

Client

EIT InnoEnergy | SkillCharge Enterprise

Project

Product launch & marketing automations

Marketing palette

Value proposition

Website content: strategy, design and copy

Event marketing

Email marketing

LinkedIn ads

HubSpot workflows

5x

more webinar participants than initial target

45%

email open rates

5%

email click rates

3%

lead to opportunity conversion rate

Need

EIT InnoEnergy needed to launch its new AI-powered platform, SkillCharge Enterprise, and get the attention of team leads and HR professionals in the energy sector. SkillCharge Enterprise allows energy companies to easily map the skills of their staff, identify skills gaps based on trends in the sector and provide tailored course recommendations for their employees.

Solution

I helped the SkillCharge team craft a value proposition for the new product, create online content that highlights the needs the platform addresses and the unique value it provides, and organise a topical webinar for the launch (on the use of AI for talent management in the energy sector). To promote the webinar, I used highly tailored email marketing, social media, LinkedIn ads and blogging. Following up on the webinar, I put together an email marketing automation aimed at encouraging participants to book a tailored demo of the platform.

Results

The webinar attracted about five times more participants than the initial target, the emails sent had open and click rates substantially higher than industry benchmarks (on average, 45% and 5%, respectively), and the conversion rate from lead to opportunity was 3%. In addition, SkillCharge now has the key messages, online content and digital processes in place to keep generating qualified leads.
Read More
Azkua - Customer journey & website wireframes

Client

Azkua

Project

Customer journey & website wireframes

Marketing palette

Persona definition

Customer journey

Website wireframes

 

Azkua - Customer journey & website wireframes

Client

Azkua

Project

Customer journey & website wireframes

Marketing palette

Persona definition

Customer journey

Website wireframes

Need

Azkua provides coaching programmes and workshops that support professional, purpose-driven women in unleashing their leadership potential and finding more meaning in their jobs. The company needed to optimise their marketing efforts so they could generate, nurture and convert more qualified leads for their programmes. In addition to needing a CRM and marketing automation system, they also needed a strategy and plan for driving effective engagement and conversions.

Approach

In order to ensure that Azkua could attract the right leads, engage them and convert them successfully, a customer journey was needed. We started by refining their persona profiles and then organised a series of workshops to brainstorm the content needed to address the goals and challenges of the personas at each stage of the customer journey. Based on the workshops, I helped map and sequence the actions needed to attract, engage and retain the audience across Azkua’s key channels. We then zoomed in on the website part of the customer journey and I helped build wireframes for the pages that would be key for marketing and sales.

Results

Azkua now has a clear customer journey and content plan to build a funnel that attracts qualified leads, nurtures them with tailored content and converts them into long-term customers. The workshops generated strategic content ideas and actions that empathically address the needs of the personas and can help Azkua consistently position itself as a thought leader in its field. The website wireframes ensured that the website structure and content flow are in line with Azkua’s business goals and meet the needs of potential customers wherever they are in the customer journey.

We worked with Laura to streamline Azkua’s marketing processes and define our customer journey. We now have a well functioning marketing automation system that ensures all relevant data goes through one channel. She also helped us identify our client persona and designed our website wireframes, so we can ensure that all our communications address the client base we want to reach. Laura brings a wealth of knowledge with her and her maximising nature will make sure you deliver on the deadlines agreed at the outset.

 

Dovile Corrigan, Strengths Coach & Trainer
Azkua

We’ve had the pleasure of working with Laura to set up our new CRM and email marketing system. Laura is a true expert in her field and easily transported us out of the ”dark ages” to a place where we can now easily measure our client engagement, create tailor-made automations for specific needs, and welcome new joiners to our tribe. Laura reviewed and tested several systems before recommending the one that would suit our needs, budget and future aspirations the very best. She also helped us clarify and sequence our customer journey, generate plenty of ideas for our content strategy, and from there develop the wireframes for our website. Professional, detailed, action oriented and quickly responding to our questions and needs Laura is a true asset.

 

Manuela Damant, Women's Leadership Coach & Trainer
Azkua
Read More
Akvo Foundation

Client

Akvo

Project

Marketing & content strategy

Marketing palette

Marketing strategy

Personas and key messages

Customer journey

Content strategy

Website revamp

Online campaigns

 

Akvo Foundation

Client

Akvo

Project

Marketing & content strategy

Marketing palette

Marketing strategy

Personas and key messages

Customer journey

Content strategy

Website revamp

Online campaigns

1700+

New online leads

27%+

Email campaigns open rate

2mln+ euro

Sales from online leads

Need

Akvo helps governments and non-governmental organisations unlock the power of data for sustainable change. The company needed to generate more qualified leads, boost business development and kick-start more projects in key sectors. In order to achieve this, Akvo needed a more strategic approach to marketing and a stronger alignment between marketing and sales.

Approach

I developed a marketing strategy primarily focused on inbound marketing principles. This included defining Akvo’s buyer personas, developing marketing messages, optimising its customer journey and supporting a full website revamp. I also implemented the HubSpot system to bridge marketing and sales. In addition, I laid the foundation for Akvo’s Data Journey blog and put together a content strategy that addresses the goals and challenges identified during the persona research phase and is key in lead generation and nurturing campaigns.

Results

In less than two years, the new practices resulted in 1,700+ qualified online leads and over €2mln in sales from online leads. In addition, Akvo now has a more strategic and structured approach to marketing, a clear understanding of its customers’ journey and a value proposition that better resonates with its customers’ needs and goals.

Laura is one in a million. I have never encountered a person with her unique mix of high-level strategic thinking and brilliantly detail-oriented executive skills. Laura is creative, determined and enthusiastic as well as a great sparring partner whose solid and thoughtful advice is to be taken seriously. She can navigate complex situations and deliver on a project against all odds. I always trusted her to pick up and enrich the brief on the fly and make things happen. Usually exceeding expectations, she was ahead of the curve in bringing innovation when the organization most required it. During her time at Akvo, Laura improved our marketing efforts enormously. Thanks to her, we’ve been able to roll out consistent marketing campaigns and generate qualified leads like never before. She used her creativity, intelligence, abundance of energy and entrepreneurial drive to make a marketing strategy that worked, brought results and hit the bottom line.

 

Alvaro de Salvo, Head of Marketing & Communications
Akvo
Read More
Beyond Borders Media

Client

Beyond Borders Media

Project

Content creation & LinkedIn advertising

Marketing palette

Content creation for blog and newsletter

LinkedIn message ads

Beyond Borders Media

Client

Beyond Borders Media

Project

Content creation & LinkedIn advertising

Marketing palette

Content creation for blog and newsletter

LinkedIn message ads

53%

LinkedIn message ads open rate

28%

Newsletter open rate

About the project

In June 2017 I managed a month-long campaign for Beyond Borders Media (BBM), an international communication agency for aid, travel and adventure. The campaign was aimed at raising awareness about BBM’s work and expertise in the aid sector.

With that goal in mind, I wrote two blog pieces for the company’s newsletter and produced a series of LinkedIn message ads targeted at relevant professionals in the sector. The blog content was of particular interest in the ads and attracted attention from management-level professionals working in sales, business development, and media and communication in nonprofit organisation management and government administration.

Check out the blog posts:

•  8 sure-fire tips to take your NGO’s marketing to the next level 
•  11 storytelling strategies that will boost your NGO’s fundraising

Read More
SNV online campaign

Client

SNV Netherlands Development Organisation

Project

Online campaigns

Marketing palette

Content strategy

Social media

Email marketing

Web analytics

SNV online campaign

Client

SNV Netherlands Development Organisation

Project

Online campaigns

Marketing palette

Content strategy

Social media

Email marketing

Web analytics

15%

increase in monthly visits

80%

decrease in bounce rate

15%

increase in monthly unique visitors

45%

increase in number of pages/visit

SNV campaigns

About the project

In my 1.5-year role as Global Marketing & Communications Advisor at SNV Netherlands Development Organisation, I initiated and managed online campaigns to strengthen the organisation’s thought leadership around key products. The campaigns helped position SNV around certain topics, boost visibility and drive engagement among target donors. Campaigns I managed included: COP22/climate action; gender equality; health; youth employment; ending energy poverty and more.

•  Developed an editorial calendar based on the marketing plan, the Sustainable Development Goals, key events and relevant international days. This brought focus and consistency in communications.
•  Identified themes to focus on.
•  Mobilised content around key topics.
•  Wrote and edited blog posts around key topics (eg. Looking back at 2016 | Working towards SDG3: healthy lives and well-being for all | Providing youth with concrete employment perspectives | The power of dialogue in accelerating gender equality).
•  Managed social media campaigns.
•  Produced newsletters to support the campaigns (eg. COP22 newsletter | January 2017 newsletter).
•  Adapted the website to effectively showcase the campaigns and trigger engagement.
•  Integrated findings from the web analytics.

Online campaign SNV
38%

increase in number of LinkedIn followers

94%

increase in LinkedIn engagement

38%

increase in number of Twitter followers

220%

increase in Twitter engagement

Read More