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.
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,
“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.