Context and challenge
A local nonprofit had no web presence and needed to rebuild its identity and services. Acting as its marketing director through Digital Trust Builders, Paul Joyeux was tasked with developing a digital presence and services that could help finance the organisation.
The challenge extended beyond launching a website. The organisation needed to reach a wider audience, provide services people valued and create income that could support its mission.
Actions
Paul directed the rebranding, selected suppliers to build the website and developed a marketing strategy around selected social media channels. He put audience needs at the centre of the work: listen first, then develop services that were affordable for users and financially viable for the nonprofit.
This connected the organisation’s identity, website, audience development and service offer within one strategy.
Results
The organisation developed a national profile in its field. The worksheet records a principal Facebook audience growing from 2,000 to 160,000 followers, alongside two other Facebook audiences that reached 20,000 and 9,000. It also records 100,000 subscribers to a free weekly email and 4,000 annual paying members.
An online petition gathered one million signatures. The organisation also developed service revenue to support its financial autonomy. These were outcomes of the wider programme to which Paul’s marketing leadership contributed.
What this case demonstrates
Digital transformation gains commercial value when a clearer identity and wider visibility connect to services that meet real audience needs.
Historical case study based on a worksheet last modified in August 2022. Figures describe the milestones recorded at that time. This article is one of three complementary perspectives on potentially overlapping work; their results should not be added together.