Laragne en Gascogne
Marketing Strategy & Website Development
Their Objectives
Laragne en Gascogne sought to rejuvenate their workshop offerings, focusing on non-violent communication among other topics, to engage a younger audience. Their goal was not only to expand their participant base but also to do so in a manner that resonated with their core values, steering clear of overt commercialization and eschewing online payments, to maintain the authenticity of their brand.
Challenges
The primary hurdles for Laragne en Gascogne included operating within a constrained budget and their desire for a non-commercial online presence that aligned with their values. This necessitated a careful balance between enhancing their website and marketing strategy without detracting from the organisation's value-driven approach.
The Solution
The solution was a comprehensive, organic marketing strategy developed within the RACE framework. This included a website overhaul to make it more user-friendly and content-rich, without adding an online payment feature, to align with the client's values. The strategy encompassed the launch of a blog, biannual newsletters, and the creation of Instagram and LinkedIn channels all included in a monthly content planner. These efforts were underpinned by detailed primary and secondary research to effectively target the desired younger and professional demographics.
The Outcomes
The implementation of this organic strategy led to impressive outcomes. Website traffic soared by 166.19%, with significant increases in session duration and engagement. The focus on social media paid off, with substantial growth in traffic from these platforms, particularly LinkedIn, which was pivotal in lead generation. The content strategy, especially the blog, played a role in retaining user interest, as evidenced by the high average duration on these pages. The overall online presence and engagement with Laragne en Gascogne's target audience saw remarkable improvement, demonstrating the efficacy of a values-aligned, organic marketing approach.