Project summary

User-friendly is a marketing agency that is built by and for EAs. We support all groups, EA chapters and EA affiliated organisations to optimise their marketing function, reach more people and grow sustainably.

What are this project's goals? How will you achieve them?

Through pro bono support we aim to maximise the possible impact of organisations by guiding them towards better practices, this may be in website reworks, messaging adaptation or campaign/ad artwork. We use the latest and most robust marketing practices to ensure success.

How will this funding be used?

We will provide free consultancy to organisations that require strategic support.

Examples of what this could be:

• Offering an overall brand and strategy audit to advise ways to improve

• Reviewing the organisation marketing strategy

• Creating more impactful ads

• 121 consultancy with leaders to test and refine their strategy
  
  

Who is on your team? What's your track record on similar projects?

James Odene: Senior Marketer with over 10 years professional experience, MSc International Marketing

Amy Odene: 6 year campaigning and marketing experience

Luna Fae: 4 years branding and creative experience

Some top line successes to date:

• With our support, LEAF has achieved a 2,581% increase in applications to their online EA student programs. This followed our rework of their website, a new marketing strategy and some ads.

• CHERI saw a 562% increase in applications to their fellowship with our new ads.

• We created a brand awareness campaign for Giving What We Can which had 48x more views on Reels, Stories and Feed, than any of their previous campaigns. 96% of the earned likes from the GWWC account lifetime originated from this campaign. Retargeting web traffic with campaign-branded ads produced almost 3x more people visiting the pledge page compared to organic traffic visits to the pledge page, despite organic traffic representing twice as many new users overall. And reached over 4.5m people in the UK with an average CPM (cost per 1000 impressions) of $1.61. This is 2.5 times lower than the average CPM for UK video campaigns, especially for YouTube and Instagram. And substantially lower than Giving What We Can’s previous CPM average of $6.14.
  

What other funding are you or your project getting?

We currently have a small grant from ACE to create a marketing course. We have a small grant to offer pro bono campaigns to 3 organisations in the farmed animal space from CraigsList.

Funding goals

Our minimum funding for this would likely be around £2,500 to support around 6 organisations with a few hours of consultation or creative work.

Our total fund goal of £10,000 could cover a much larger number of organisations for consultation (~20) or allows for more intensive work (ie creating and launching a campaign) pro bono for around 4 organisations. It's likely that the fund would be used as a mixture of both of these large and small outputs to balance the reach of the fund to maximise out impact.