Portfolio Content strategy

Akvo Foundation

Marketing & content strategy

Client

Akvo Foundation

Marketing palette

Marketing strategy

Personas and key messages

Customer journey

Content strategy

Website revamp

Online campaigns

 

Akvo Foundation

Marketing & content strategy

Client

Akvo Foundation

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

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

Solution Solution

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

Since the beginning of 2019, the new practices have resulted in 1,700+ 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
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Beyond Borders Media

Content creation & LinkedIn advertising

Client

Beyond Borders Media

Marketing palette

Content creation for blog and newsletter

LinkedIn message ads

Beyond Borders Media

Content creation & LinkedIn advertising

Client

Beyond Borders Media

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

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SNV online campaign

Online campaigns

Client

SNV Netherlands Development Organisation

Marketing palette

Content strategy

Social media

Email marketing

Web analytics

SNV online campaign

Online campaigns

Client

SNV Netherlands Development Organisation

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

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Digital Strategy SNV

Digital strategy

Client

SNV Netherlands Development Organisation

Marketing palette

Web analytics

Content strategy

Marketing strategy

Website revamp

Social media

Email marketing

Digital Strategy SNV

Digital strategy

Client

SNV Netherlands Development Organisation

Marketing palette

Web analytics

Content strategy

Marketing strategy

Website revamp

Social media

Email marketing

SNV online campaigns

About the project

As Global Marketing & Communications Advisor at SNV Netherlands Development Organisation, I drew up the organisation’s digital strategy for its 26 country offices. The strategy is based on a website and social media audit I conducted, is aligned with SNV’s marketing strategy and includes thorough guidance on how to strengthen SNV’s digital presence. It also outlines ways in which SNV staff worldwide can effectively contribute to online initiatives and provides guidelines to ensure content quality and consistency across all SNV’s digital channels in the 26 countries. The strategy is key in:

•  Cultivating relationships with key donors and partners through engaging online content.
•  Effectively promoting SNV’s products, programmes and publications across digital channels where donors are present.
•  Positioning SNV as thought leader in its relevant sectors and as key contributor to the Sustainable Development Goals through online campaigns.
•  Strengthening the SNV brand by ensuring a cohesive tone and voice across the organisation.

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SNV website revamp

Website revamp

Client

SNV Netherlands Development Organisation

Marketing palette

Website revamp

Web analytics

Content strategy

Marketing strategy

SNV website revamp

Website revamp

Client

SNV Netherlands Development Organisation

Marketing palette

Website revamp

Web analytics

Content strategy

Marketing strategy

15%

increase in monthly visits

80%

decrease in bounce rate

15%

increase in monthly unique visitors

45%

increase in number of pages/visit

SNV website

About the project

As Global Marketing & Communications Advisor at SNV Netherlands Development Organisation, I initiated and managed a major website revamp in order to improve the user experience, increase engagement and return rates, better showcase SNV’s impact, boost the organisation’s thought leadership around key products and decrease website costs in the long run.

I conducted a website audit, identified bottlenecks, developed user stories and wireframes for new functionalities and worked closely with web developers on the implementation. The end result was a dynamic, engaging and flexible website, supporting SNV’s business objectives. New functionalities ensured:

•  A focus on campaigns and important calls to action.
•  Extra visibility for news, blogs, social media updates, multimedia, new publications –based on specific campaigns.
•  More exposure for SNV’s multitude of activities (through project updates, infographics, social media integration, videos).
•  Support for boosting thought leadership around key products (through regular fresh content, extra exposure, infographics, calls to action).
•  A more intuitive user experience (through consistency, better search functionality, clearer and engaging language, prioritisation of content based on web analytics).
•  A more flexible content management system.

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Dutch Spark flyers

Event marketing

Client

Dutch Spark for Clean Cooking Solutions

Marketing palette

Content strategy

Social media

Dutch Spark flyers

Event marketing

Client

Dutch Spark for Clean Cooking Solutions

Marketing palette

Content strategy

Social media

Dutch Spark presentation

About the project

As Marketing & Communications Advisor for the Dutch Spark for Clean Cooking Solutions, I managed the project’s event marketing at the 8th International Primary Care Respiratory Group conference in 2016. As part of the initiative, I organised a conference session and created a series of promotional materials to showcase the goals and results of the project (flyers, presentation, session description). As a result, the project sparked the attention of healthcare professionals working on respiratory issues in developing countries.

Worldwide, almost 3 billion people rely on traditional cookstoves and open fires to cook and heat their homes, facing multiple health risks such as injuries and serious respiratory illnesses. Under the umbrella of the Global Alliance for Clean Cookstoves, the Dutch Spark for Clean Cooking Solutions is a coalition committed to providing clean cookstoves for 50 million people in developing countries.

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HUTAC website

Website revamp

Client

Huygens Talent Circle (HUTAC)

Marketing palette

Website revamp

Marketing strategy

Content strategy

HUTAC website

Website revamp

Client

Huygens Talent Circle (HUTAC)

Marketing palette

Website revamp

Marketing strategy

Content strategy

HUTAC events system
HUTAC marketing strategy

About the project

As a Board member and Marketing Strategist at Huygens Talent Circle (HUTAC), I developed a new website to support the organisation’s member engagement and recruitment objectives. The end result was a dynamic website with a fresh and modern look, an improved user experience and a host of interactive features to reflect the organisation’s vibrant community.

•  Developed the website strategy, user journeys and structure.
•  Designed the website in WordPress from scratch.
•  Wrote all copy, including the value proposition and developed all visuals and infographics. Gathered testimonials.
•  Ensured social media and Mailchimp integration.
•  Developed a blog and kick-started blogging.
•  Worked closely with a web developer to design a member center with a search functionality and an event registration system based on a two-tier membership model.
•  Performed the testing of all new functionalities to ensure a good user experience.
•  Launched the website at HUTAC’s annual conference and online, through the blog, newsletter and social media.

HUTAC events system
HUTAC marketing strategy
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HUTAC marketing strategy

Marketing strategy

Client

Huygens Talent Circle (HUTAC)

Marketing palette

Marketing strategy

Content strategy

Website revamp

Email marketing

Social media

HUTAC marketing strategy

Marketing strategy

Client

Huygens Talent Circle (HUTAC)

Marketing palette

Marketing strategy

Content strategy

Website revamp

Email marketing

Social media

HUTAC website
HUTAC events system

About the project

In my role as a Board member and Marketing Strategist, I advised Huygens Talent Circle (HUTAC) on a new marketing strategy that would increase its member engagement and recruitment.

•  Conducted a member survey to measure the level of engagement and identify needs, interests, points of improvement etc.
•  Helped define the organisation’s objectives and target groups and advised on a refresh of the service portfolio.
•  Crafted a new value proposition and key messages to resonate with the newly identified personas.
•  Developed a new website from scratch based on the organisation’s objectives. This included defining the website strategy and structure, developing the design, writing the copy for all pages and advising on the user experience of the new member centre and event registration system.
•  Defined a new mix of promotional channels.
•  Based on the members’ needs, I came up with engagement tactics.
•  Kick-started content generation in order to increase engagement; contributed to the blog.
•  Created new marketing materials for events (to increase member recruitment). Advised on the organisation’s video production.
•  Developed and executed the marketing plan for the 2015 HUTAC Annual Conference, bringing together a record number of participants, half of whom were new members.

HUTAC website
HUTAC events system
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