New Start Highland Marketing, Website Design and Development
New Start Highland helps to rebuild damaged lives across the Highlands, by offering practical support through re-homing, furnishing new homes through donations, and employability training. It finances these charitable initiatives through its commercial activities, making it a synergetic and dynamic social enterprise
New Start Highland approached Dynam, looking to take the colours from the logo and create brand consistency throughout a new website.
Before we started, we conducted research through focus groups and an online questionnaire. The research confirmed our thoughts: people had often heard of New Start Highland but were unaware of what exactly the social enterprise did; when people considered donating goods, other charities were more front of mind. New Start Highland needed a stronger identity to motivate support, and educate potential donators.
Based on these findings, we recommended a website redesign for New Start Highland. With many different services and divisions on offer, Dynam used the colours from the logo to represent each sector. Due to the vast target market for New Start Highland, illustrations were used to visualise each area of the website. A focus of the website design was to illustrate this succinctly. It was important for New Start Highland to have a website which felt friendly and unintimidating - and that’s just what Dynam gave them!
Additionally, we created a six-month advertising plan covering both online and offline media to promote the new website and communicate both the commercial services and the need for donations and volunteers.
At the time of writing, the campaign has been running for 5 months and is showing impressive results:
- Increased footfall in the New Start Highland retail shops
- An increase in furniture and household goods donations, against an industry trend of falling donations
- 425 new likes for the New Start Highland Facebook page
- Over 8,200 clicks to the new New Start Highland website
- Between March and July, a three-fold increase in monthly website sessions
- An average CTR of 7.29% for Facebook boosted posts
Chief Executive of New Start Highland, James Dunbar, said: “The combination of our new visual look plus the ongoing marketing campaign has definitely raised awareness of New Start Highland. I’m excited to see where this takes us over the coming months.”