For anyone supporting those with their mental health Treacle.me is an online platform created and launched by Helen O’Connell, an advanced nurse practitioner, offering information, help and advice. Designed by Helen as a Social Prescribing (Self-Care) Directory, it provides details of community resources for residents in the Worth Valley region.
We worked with Helen to develop a marketing strategy for Treacle.me and subsequently to deliver key elements of this strategy.
The primary aim for Treacle was to increase brand awareness, drive traffic to the platform and therefore increase the number of people using Treacle.me.
Working closely with Helen, we have implemented new messaging across digital sales and marketing material, developing & delivering the organisation’s launch ‘Kindness starts with you and Treacle.me’ campaign across all platforms.
We were then tasked with raising awareness of Treacle via social media, and planning short PR and advertising campaigns.
Now our team manages Treacle’s social media platforms including building relationships with local community groups. Since its launch, we have helped to grow engagement across all Treacle’s social media platforms, including introducing a new Instagram page.
Viky explains why community social media is an important part of Treacle’s strategy:
“Treacle’s core concept is that supporting someone you know with their mental health often starts with a simple act of kindness such as checking in with a friend you’ve not heard from in a while or helping find information about a local support group.
Local community groups and organisations’ social media pages can therefore play an important role in helping Treacle.me reach its target audience. We took time to research and connect with these pages to increase the reach of Treacle’s own social media and have seen a very positive response.
Engagement with Treacle’s organic content is also increasing and in early 2022 we are implementing a paid advertising campaign to build on these awareness raising activities. ”
In addition to digital marketing, we have created print collateral including designing & sourcing printing of banners, stickers and postcards. We have also assisted with designing an advert for Magazine and created a poster campaign for use in a local shopping centre.
Amanda explains why print plays a role in the strategy:
“Treacle is aiming to reach a very wide audience including older members of the community, who may be digitally excluded, through choice or circumstance. Traditional marketing collateral such as leaflets, posters and coverage in local print media is therefore important in reaching these individuals. What we have produced is a suite of creative, engaging and versatile materials.”
If you are launching a new social enterprise or charity and are not sure how to build your marketing strategy, Marketing with Purpose can help. Email firstname.lastname@example.org to set up an initial meeting.