Tag: Buglife

10 tips to maximise growth through your website

Many of the social organisations we work with are going through huge changes, using their “ten year strategy” to answer the question “what would a digitally-enabled organisation look like?” and “how will we thrive in an increasingly digital world?”. These are perfect questions to help shape the future and current offering and the following related questions helped us in working through our recent projects with the Fairtrade Foundation and The British Trust for Ornithology (BTO).

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Mapping the user experience and developing wireframe and related colour schemes for the navigation

1.What’s not working well at the moment? Where are audiences dropping off / not going – why is this?

2.What are your analytics telling you? Do you understand the audience needs and do these change by age / other demographics? Why is that? Do you know how people are using your site?

3.Are you ready for Mobilegeddon? Do start the process of ensuring your site works on different devices from interactive white screen to phones. You probably already know that Google’s search ranking will be affected by how mobile friendly your site it. There is an easy mobile friendly test you can do.

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The mobile experience for teachers using Fairtrade resources

4.Is your SEO / social strategy good enough? Read Google’s guide to SEO, again Google will look harshly at copy that is too small and links that go nowhere. Defining your strategy beforehand (starting with the web copy), will help you prioritise what your main services are.

5. Do you have a strong concept / design? People like ideas- a strong concept can really lift your site usage.

6.Do you have the right sign-up points? Getting the balance right is essential; too many and people will click off your site. Having the main touch points clearly labelled will increase conversion to sales, and to your newsletter sign up.

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Clear and interesting sign up points help the user

7.Why not ask people what they would like to use the site for in the future? Regular users of your site will often have as good ideas as anyone for how the experience could be made even better, we’ve found tapping this interest and using some of their ideas is crucial.

8.Are you using it as a living / agile website? Agile roll-outs are best. Too often the process is to map the user experience to a wireframe and then build the site over 10-16 weeks, which is fine. But it’s better to keep the site alive and agile, adding new features and functionality, so the site has a beginning but no end. There is no web 2.2.

9.Are you linking your CRM to your website? You increase conversion to your site by as much as 50% from users on your social channels, by a few simple campaigns.

10.Are you making lots of new friends? We’ve found links to your site from other respected organisations work wonders for new site visitors and increased search ranking.

If you need help with your web delivery, these are the first questions we would ask, it’s an easy checklist, which starts with your audience and builds things in an agile but logical way.

Giles Robertson, Founder and Managing Director of Green Banana Marketing Ltd, Marketing Soc. and RSA Fellow, Charity Group chairman, Trustee of Marine Conservation Society, member of 2Degrees board of advisers and the Sustainability Growth Group. Follow him on twitter @gogreenbanana or email at Giles@greenbananamarketing.com

Our next shortcut event improve your website

 

 

Shortcuts Series

Gain more support through your website

 

Free Shortcuts seminar  – Friday 13 March 2015  4pm – 5pm
Green Banana Marketing invite you to their free Shortcuts seminar on Friday 13 March 2015 at 4pm. Come along and hear tips on how to maximise your website and gain more support for your cause, making the most of your online presence through good design, SEO and meta tagging, with examples from British Council, British Trust for Ornithology and Buglife….

 

Previous delegates said of the seminar; “very useful and inspiring – the fundamentals of marketing” 
Aimed at those responsible for building support online,  you will come away with an understanding of: 

   
•  The fundamentals of great website design, appropriate for your audience

•  Ten tips to maximise your website to ensure it is adding value

•  Online tools and techniques, such as SEO and meta tagging, from recent case studies

•  How to address issues and concerns you may have with your online work

We would very much like to see you and a colleague at this Free Shortcuts seminar on Friday 13th March 2015 at 4pm for one hour at 229 Tottenham Court Road, London, W1T7QG.
Places are limited to 20, so please do click here now to subscribe and book your free place.
‘Shortcuts’ seminars are intended to give you the most important information in the one-hour session. Drinks, cakes and a friendly networking session will follow the seminar. 
We look forward to seeing you there!
Kind regards,
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Date: 13th March 2015Time: 4 – 5 pmLocation: 02 Workshop229 Tottenham Court RdLondon

Green Banana Marketing shortcut seminar

5 ideas to help charities and the environment over the summer

things to do in august

 

As charity experts we care about our surroundings and the environment, even when we go on summer holidays! And we always like to learn. Some of us have children, like Giles our managing director, and others not, like myself.

There are many things we can do on holiday, here‘s a list of the things we can do during our holidays, wherever we go to the beach, up a mountain or stay at home:

1. Giles cycles every morning to work, why not leave your car at home and cycle instead? Save 1.5 pounds of carbon dioxide for each mile and 240 calories saved (or lost!) per hour. This is a good way to work off all the extra ice cream you eat this summer! As our friends at cycle for summer say you ‘Feel Happier: it is scientifically proven’

2. There are plenty of delicious locally produced fruits and vegetables available this summer. Choose to eat local fruits instead of kiwis and mangos from far-flung exotic countries. The Sustainable Food Trust shows you why it is cheaper, better and how it reveals the type of person you are.

3. If you stay at home for your holidays and decide to have a good house tidy, why not give unwanted clothes, toys or furniture to charities you would like to help. We like clothes for charity who do all the hard work for you, selling your items to raise money for your selected causes and charities.

4. Discover and protect Bugs. As our friends at Buglife describe so well, many things can be done to protect bugs.  Why not build a bee house? You can follow Buglife’s tutorial here and enjoy building a bee house in your garden, it’s lots of fun, and you can observe the bees all year around.

5. If you are healthy and want to feel even healthier, why not donate your blood to NHSBT? Start this Summer and give blood 3 or 4 times a year. My advice: have a big breakfast, give blood and then enjoy a treat, have some crisps or chocolate and a delicious lunch at a restaurant with a friend, who came along with you of course!

Five little things you could do to help charities and the environment. Why not, try at least one thing this Summer, which would help us and our clients too.

There are many ways to give your time, energy and happiness, strength and of course money.  And if you have children, why not start the National Trust’s ‘50 things to do before they’re 11 ¾’, enjoy every moment, as they grow up so fast.

Let us know what you do during your holidays. We would love to see your photos and to improve our knowledge of ways in which we can help charities and the environment.

Whatever you do – we wish you the very best summer 2014!

 

happy holidays

Learnings for charities ‘building brands on and offline’

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well”

Jeff Bezos, CEO at Amazon

Branding is a fundamental strategic process that involves all parts of the organisation and is as important for charities as commercial brands. It

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is for the most part no longer seen as a ‘dirty word’ for charities. Today, more than ever, charities must build the essence of their brand to retain and engage people behind the living ‘charity brand’.

The brand must always deliver value defined in consumer terms. It is a continuing and evolving relationship with users and must be maintained as a living organism.

As noted by Aaker, David Ogilvy said, “brands are part of the fabric of life” where Jeremy Bullmore said, “just about the only thing brands have in common is a kind of fame”. Brands are sometimes contradictory and mean different things do to different people- McDonald’s as part of everyday life, but is it famous? Porsche is famous but is it part of your life?

International brands can also lose touch if marketers do not maintain relationships and keep the brand alive and relevant to their consumers. O2, Waitrose, Bulmer and Samsung innovate in terms of the branding experience and through the customer journey, diversification and delivering green initiatives. Some brands like Tesco, Starbucks and Apple have seen their brand de-valued because of a lack of innovation, authenticity, soul and customer focus.

Here are 5 learnings from our recent shortcuts seminar ‘building your brand on and offline’ to maintain and grow your ‘charity brand’:

1. Build your charity brand foundation. Answer four simple questions about your brand:

– What is its personality (image)

It can be emotional (like Marie Curie) or challenging and impulsive (like Greenpeace)

– What are your aims

– What is its function

– What techniques do you use

– What is unique

The Cure Parkinson’s Trust aim is clearly represented in its name, it is to cure people suffering from Parkinson’s disease. The Trust finds a way – see their video ‘how to orchestral Parkinson’:

http://www.youtube.com/watch?v=HBHzMMzliFA to explain something scientific and complicated in a humorous and simple way that transports viewers.

2. Communicate around your brand

Communication should be consistent (and constant). Use all the relevant communication tools available to increase your brand visibility and hopefully audiences will identify with your charity brand. Innovate and try news things with ads, direct mail, PR, events, street marketing and so on.

3. Add value to your brand

Make alliances with companies and connect your cause to products. This has worked well for Whiskas and WWF Help Protect a Tiger.

Involve and give your supporters control to make them feel part of the project.

Adnams, the ethical brewery increased its communication by 80%.

It expanded its activities, created special ‘green’ beers like Fat Sprat and is involved in different communities and environmental projects.

4. How to deliver offline

Make sure your own people know what’s happening – your main ambassadors. Cultivate your partnerships; raise internal and external awareness through events and internal communication to maintain your charity brand. Street and experiential marketing are new ways of delivering (sampling, street theatre, experience and so on).

The Feed SA experiential campaign increased donations for disadvantaged people throughout South Africa. Placing decals showing hungry children begging for food in shopping carts, made it easy for shoppers to help “feed the hungry people”.

5. How to deliver online

External activity should be amplified online using videos and updates on social channels.

Buglife, the invertebrate charity, reviewed its brand identity, and we’ve helped build a more efficient website around their brand. Using personas and users journeys helped keep it relevant to their key audiences. Everything was created to make the brand stronger online and to involve the audiences. We refreshed the navigation and brand colours and all pages are device sensitive. The objectives are to increase members and to get more kids involved with activities to make the brand stronger. The new website is going live in early September.

To be continued….


2 Degrees Network Award Ceremony

A balmy evening at Lord’s cricket ground was the perfect backdrop for a ceremony and dinner to celebrate the sustainability successes of organisations, large and small. Kim Bailey, Associate Sustainability Practitioner and Giles Robertson Founder and Managing Director of Green Banana Marketing attended the event last week on the 10th of July.

Seeing so many people representing their companies with pride was a joy to witness. The winnerscame from an array of small-impassioned companies showcasing technological advances in energy and water management and even space technology in the case of Arla Foods.  The glitz and glamour of the big companies came in the form of prizewinners, O2, RBS and Sky.

Fabulous food and drink, interesting conversations and a witty comedian made for a super evening.

And now the but ….I joined a networking group, so more facilitated networking and partnering opportunities with this interesting group of guests would be appreciated.

How about a safari style supper – swapping places between courses?

Our lovely client Buglife was keen to share how the invertebrate charity preserves the wildlife that turn the cogs of the planet, but with no name badges and penguin suits, we couldn’t find the people we wanted to speak to.

Martin Chilcott, Chair of 2degrees spoke of the importance of fun and values.

 

Here are Green Banana’s top tips for injecting more of both for next year:

  • Make it snappy – The winners had all chosen songs to collect their trophies by – great idea! How about using them for therather ‘worthy’ entry categories?  Or poems, or film titles.Share – Showcase the way companies are doing business differently to conventional organisations.
  • Shine – Let’s hear the sustainability champions talk.  They will all have a tale to tell.  The case studies should be available on the night.
  • Stars – Funny’s great.  Inspirational is better.  There are some great sustainability talkers out there who make you feel you can reach for the stars not just admire them
  • Fun and Games – laughing at jokes is great.  What’s more fun is interaction – how about using the great Lords’ lawns for after dinner croquet. Or a treasure trail, rather than a quiz?
  • Smart’s great – but comfortable is better and so much more individual, so trust us to turn up looking OK.
  • Variety is the spice – If sustainability is going to be embedded in companies, let’s talk to the unconvinced as well as the converted.  We need a few more finance directors on the guest list.

So a super evening and if we get the chance to meet a few more guests, exchange and share vision and values and have more fun next year – a truly great evening will be had by all.


Building your Brand on and offline our next shortcut seminar

If I say Apple, Colgate, CNN, Coca-Cola, Canon, Volkswagen, people are immediately aware of what it is, where it is from and their degree of “attachment” to the brand or product. But the awareness around these brands has been nurtured, created, developed, and maintained by the companies’ brand strategists. Often with billions of pounds. Though we might not have the budgets in the charity sector, some of the learnings are useful and applied consistently, can be very effective.

Last century, the aim was to build and to develop a strong brand with the public through advertising. Nowadays, with the Internet and ever-tough competition all over the place, organisations need to build their brand’s reputation on and offline, and be as creative as ever to generate maximum interaction.

How do you develop an on and offline strategy that works? Should we talk about the word ‘brand’ for charities, which has only just stopped being a ‘dirty word’? How do we build strong engagement around your brand?

Here are a few examples of brands that have successfully managed both their on and offline strategy over the last few years. No doubt there will be a few surprises with our selection.

The story of Adnams, a small beer producer that is building its brand around communities:

Established in 1872, Adnams, as a “basic” retailer and pub owner, started to build life around its brands by relating its products to its mission and vision.

Adnams created a community around each of its brand. In 1990, it first built the Adnams’ charity to help people living within 25 miles from Southworld. Then it created a history around each branded beer.

And finally, they are helping protect the environment and sealife by supporting the Marine Conservation Society with the launch of the Fat Sprat beer and by using “green” distillery production. For example, they work with local farmers and producers; they use aneoribic digestion units, green roofs and bore holes to chill their brewery and the first carbon neutral bottled beer was made from hops grown locally at East Green.

The company maintains interest with its audience of the histories and builds real engagement and experience through brewery visits, events for the community and regular tweets. In 20 years they have built a strong offline reputation. Recently, they have started to develop this online reputation by refreshing their retail website, finely tuned to its audience needs, inviting them to participate in events, to comment, to interact on social channels and to built the story of their brand together.

Adnams expanded their activity, opening their Adnams Cellar & Kitchen shops to attract a new segment of women. “We were keen to appeal to the 50 per cent of the population we weren’t talking to – females.” says Andy Wood, Adnams chief executive and, in 2012, they won the Queen’s Award for Enterprise: Sustainable Development.

To what end – increased sales, visits, awareness?  We’ll look at this when we meet.

Buglife building its brand to be the “one-stop-shop” for bugs

Created in the 90’s when there was no one organisation devoted to protecting invertebrates, Buglife became the first to do so in Europe.

Over the past 20 years, 1,000 active members have joined Buglife. In 2012, a strategy and business review, helped by the Tubney Foundation funding, identified opportunities to increase their membership to 10,000 in the next five years by growing awareness through the brand and establishing new partnerships.

Buglife worked on all aspects (a more contemporary logo , website, social channels, employee engagement etc.) of their brand “personality”, to create a stronger and more powerful “environmental charity”. Green Banana Marketing has been assisting Buglife in defining their priorities, brand image, audiences and digital assets including ‘developing a new’ website.

For their various audiences, offline, Buglife organise different events (including be-lines), children packs for schools to awareness of invertebrate causes through their campaigns like Neonics. Online GBM have worked hard to build an entirely new website, keeping their audience up-to-date and involved. The aim being to increase participation with main groups (media, public, policy makers and partners) and to help them understand and interact with the main issues, and supporting the ambition of being the “one stop shop” for Bugs.

These recent change gave Buglife the opportunity to review its mission and image, and to create even more real interaction with its audiences.

The online part of this project will be launched towards the end of July – so we will be able to give a progress report at our next shortcut on 26th of July.

For more information, or to book your place – View event invite now!