Rippleacts is a Norwich-based social enterprise supporting people facing long-term unemployment, helping to rebuild confidence and find a path back into work. Their coaching had always been delivered to this core group, but for the first time, Rippleacts wanted to open a virtual coaching course to the general public focused on the principles of confidence building.
Dr. Verena Niyadurupola, founder of Rippleacts, brought Sonnen Marketing in for focused, six-week support to build the strategy and content for this launch. With no existing framework in place for a public audience and a tight deadline, the project called for fast, clear thinking and messaging that could speak to entirely new client groups from a standing start.
I worked closely with Verena to understand the Rippleacts brand and the value of the course from the ground up.
This shaped a strategy and messaging framework built around the different audience segments the course now needed to reach, beyond the organisation’s usual client base.
Building on the strategy, I assisted on creating content across channels to bring the campaign to life.
Every piece of messaging was tailored to speak to a public audience who had no prior relationship with Rippleacts, while staying true to the brand’s values and voice.
With six weeks from strategy to launch, I kept the project moving at pace, turning content around quickly to hit the deadline.
The campaign launched on time and generated a small number of sign-ups for the course, a strong result given how little time the audience had to warm to a brand-new message.
The campaign launched on time and delivered a small number of sign-ups for the course.
Given the tight six-week runway and a brand-new audience with no prior relationship to Rippleacts, this was a solid outcome, and one that reflects the pace and quality of the strategy and content behind it.
The results also surfaced two clear takeaways for future launches. The first being a longer runway to allow more time for the audience to warm up before asking for sign-ups. And a more direct call to action, rather than a softer, relationship-first approach, was likely to convert better with a cold audience who don’t yet know the brand.
Both learnings will shape how Rippleacts approaches its next public-facing launch.
“We contracted Manreet’s services to support the marketing of our virtual coaching course. She has been incredibly helpful, grasping our brand and value immediately and helping us to improve our marketing strategy and messaging for different client groups, across all channels. Her creativity, efficiency, flexibility and quality of work is outstanding. We’re very grateful for Manreet’s support and can highly recommend her.“
DR. VERENA NIYADURUPOLA | FOUNDER – RIPPLEACTS
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