Case studies
Making sense of a complex story
I worked with Woodland Heritage to help them tell their story in a clear, compelling way to all stakeholders, from trustees and donors, to partners and press.
Together we updated the Vision, Mission, Values and wrote an new Manifesto to guide and inspire the charity, as well as building a key messaging framework to help keep communications consistent and impactful.
Outcomes
A differentiated story that set them apart from others in a similar space
165% increase in membership
Prioritised activities and resources
Practical tools that supported the business roadmap
A consistent narrative for trustees to work from
“Working with Emily was really energising. She was able to guide, using her considerable knowledge, and provide the help we needed”
John Orchard, CEO
Brand positioning for an independent charity
I worked with The Pelorus Foundation to create a brand strategy that differentiated it from its parent company, Pelorus Travel, allowing it to have braider reach among supporters and donors.
Outcomes
New Vision, Mission and Values
Updated About Us content
Clarity on key messgaing for fundraising activities
“Emily brought fantastic skills to our team, challenging us to not only think outside the box, but also help simplify our messaging into something real and tangible for external audiences.”
Justine Williams, Head of The Foundation
Messaging strategy for multiple audiences
Assembly is an expert-led service for parents seeking tailored support for their children. With a strong ethos of empowering parents, they had several valuable support services to offer, but were struggling to find the right words to communicate it all.
I worked with the founder to create messaging hierarchies for each audience and map out online journeys for each group. We also streamlined content and calls to action to ensure a clear, effective experience for users.
Outcomes
Wireframes and messaging for the new website
Key messaging hierarchy for each user group
Deeper understanding of audience needs
“Working with Emily was an amazing experience. She makes people who are not naturals in “this stuff” feel incredibly comfortable and get concrete, actionable next steps. I can’t recommend her more.”
Ayse Tanyeri, Founder
Creating change through community connection
Cherwell Collective is a women-run, grassroots CIC reducing Oxfordshire's carbon footprint by creating infrastructure for a circular economy.
They have a broad reach, with many different workstreams and audiences so I worked with them refine their overall messaging and map out the different audience priorities. This meant they could engage effectively with a variety of different stakeholders, maintaining a consistent tone.
Outcomes
Updated messaging – both overall and for individual stakeholders
Clarity on strengths and gaps
Tools and frameworks to hold further focus groups
Revamped website and customer journeys
New messaging and tone of voice guidelines for staff and volunteers
Increased engagement on social media
“It’s such a simple process but it’s genius. It’s got everybody fired up and excited… and improving our messaging will allow us to bring in more money from fundraising.”
Masie Wilson, Interim Head of Marketing & Communictions
A regenerative future for wine
The Regenerative Viticulture Foundation (RVF) is a passionate advocate for a sustainable future for vineyards, grape growers and the planet. We worked together to align the leadership team on key messaging to help the organisation become more impactful and more visible among its key stakeholders
Outcomes
Frameworks for impactful storytelling
Messaging hierarchy for key audiences
Trustee alignment on overall priorities
Clarity on messaging for upcoming website re-vamp
“We really benefitted from Emily’s coaching style; she created space for the senior team to work through key concepts and helped to shed light on the organisational direction.”
Anne Jones, Development Director
