Untitled-1Untitled-1Untitled-1Untitled-1Untitled-1Untitled-1
Digital Mums Case Study: Gill works with Crisis from Crisis

Case Study: Gill works with Crisis from Crisis

Crisis is the national charity for single homeless people, with over 10,000 volunteers nationwide. Crisis wanted to get more people engaged with their training cafes, which offer on-the-job training for homeless people. We matched them with Gill Munro, a communications professional who previously worked for the BBC. She increased their social media engagement on Twitter by 607% and achieved a 238% rise in overall impressions in just two months. This was all while managing their rebrand, which could have negatively impacted both of these if not carefully managed.

Digital Mums Case Study: Gill works with Crisis from Crisis

The campaign

Gill’s campaign focused on managing a rebrand for Crisis Skylight Cafes as they changed their name to Cafe from Crisis. As with all rebrands, there was worry that they would lose the brand recognition they had built up and that their audience engagement would drop as a result. Gill built her campaign around two main strategies to prevent this.

First, she identified influential people relevant to her client’s brand and started connecting with them on Twitter. She nurtured these relationships over the course of her campaign and when the time was right, involved them to help promote Cafe from Crisis to their audiences.

Then she delved into Cafe from Crisis’ analytics to determine exactly what her followers’ interests were. This allowed her to curate the best possible content for them, making them more engaged with Cafe from Crisis’ and their brand.

With over a decade of experience in PR, Gill effortlessly knew how to identify current events that would be relevant for her client.

Using this experience, Gill skillfully used hashtags to capitalise on real-time events throughout her campaign. When a Channel 4 News report on homelessness was on TV she live-tweeted as it happened. When another local cafe received national press, she was able to generate substantial exposure by joining in the conversations around them,

The success

“We have loved Gill working with us, she’s been really great. The business development team are super happy with her too! I’ve been singing Digital Mums praises all the time. ”

--- Alana Cookman, Head of Cafes, Crisis

Cafe from Crisis saw a 607% increase in engagement and a a 238% increase in overall impressions - an astonishing result. This was all while managing a rebrand that could potentially have confused their audience and drove down engagement.

Gill has since gone on to start her own strategic communications consultancy, where she offers PR, copywriting and social media management services.

Digital Mums Free resources to help you nail your social media marketing in 2020

Free resources to help you nail your social media marketing in 2020

We are committed to helping small businesses to make 2020 the year they nail social media. If you are at the stage where you’re managing your own social media then you’ve come to the right place. There are loads of ways to learn, from joining a free Masterclass, downloading our free white paper to listening to an audio lesson or enrolling on a free short course. Read on to find out more.

Social Media
Digital Mums Success on social media in 2020 | Build a social media marketing funnel

Success on social media in 2020 | Build a social media marketing funnel

Welcome to our new blog series "Success on Social Media in 2020" supporting small businesses to nail their social media this year. In this series, we have learned about the social media algorithms, how understanding your customers and building a sociable brand is the key to making them work for you, how important it is to have an influencer and content strategy and how data is the key to knowing what is working and what isn't. This is the final blog in the series, the final piece of the puzzle - building a social media marketing funnel.

Social Media
Digital Mums Success on social media in 2020 | Make data-driven decisions

Success on social media in 2020 | Make data-driven decisions

Welcome to our new blog series "Success on Social Media in 2020" supporting small businesses to nail their social media this year. We have been sharing eight brilliant blogs over the past two weeks. This is the penultimate blog in our series and perhaps the most important of all. While it's crucial to understand your customers, to have a sociable brand and to craft a content strategy if you aren't using data effectively you can't learn over time what works and what doesn't.

Social Media
Back to Blog

Unlock your flexible
freelance career

Ready to gain in-demand social media skills and kickstart your new flexible freelance career? Click here to get more info on our accredited training.

Kate on white background

Get Started

Enter your details below to take your first step towards transforming your career prospects. We’ll send you our Info Pack and a few emails explaining what we do.

Do you have a background in any of the following: Marketing, Advertising, PR, Comms, Journalism, Broadcast/TV?
What training would you like to hear more about?
How did you hear about us?
Course updates

We’d love to send you ongoing updates about our training, successful Digital Mums and new happenings in the flexible working space. You can unsubscribe any time.

Privacy policy

For more info on how we handle your data, read our privacy policy.