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Caxton Communications
Portfolio
Creating impact with a one-shot
campaign
The brief
The client had a key announcement to make but had never
used professional social media or PR before. They wanted to
reach out to new audiences and generate interest in their news.
The solution
This was a multi-channel campaign that covered Twitter,
Instagram, Facebook and Pinterest. A short content plan was
created but the campaign was a ‘single shot’ lasting only one
day.
The outcome
The increase in social reach can be clearly seen from the graph
opposite - reach was far in excess of the average for the
account (2,785 impressions compared to the average of 648/
day, Twitter).
The announcement was retweeted by some key target accounts
and hits to the client’s website more than doubled for the day of
the campaign.
The work resulted in several enquiries to the client specifically
related to their announcement.
Digital
marketing 1
Great content and sustained multi-
channel campaigning
The brief
For the first time ever the Green Party was fielding a
candidate in my local constituency and I was asked to boost
his chances through social media and press.
The solution
Over a period of just four weeks I ran all social media
including organic and paid for flooding all possible channels
with news and information about the candidate, his
achievements, views and events.
Social media was managed proactively through Hootsuite
and Klout with many scheduled posts and posts based on
news and events elsewhere in politics, world events, social
change and ecology.
The outcome
The increase in his Klout score can be seen clearly in the
graph opposite and he moved to being ranked second in the
UK’s social elections run by rise.com. Over 36,000 people
saw the tweets in the four weeks; page likes more than
doubled; post reach increased tenfold; total reach on
Facebook over 43,000.
Twitter
engagement
boosted
by 466%
The client said:“Zoe’s knowledge of an ever-changing
social media platform was invaluable. It is with no
doubt that her work helped me achieve a significant
vote swing in the General Election 2015.”
This work was done on a voluntary basis and was achieved with a budget of only a few hundred pounds. When
compared to the thousands of pounds spent by the other candidates, the achievements are even more startling.
Digital
marketing 2
Websites 1
The Reluctant Salesman
The brief
This client was looking to develop a new spin-off from his
existing business with a fresh look that would appeal to
male and female professionals. He required some work
on his overall branding and the creation of a brand new,
highly functional e-commerce site from which to launch
and run the business.
The solution
The client had important brand equity from his existing
and long-established business that needed to carry
through to the new business. Through completely
rethinking the colour scheme and tweaking the
proportions of the original logo, I created a completely
new look that remains bound to the old.
The outcome
From the initial work, the client has commissioned me to
design the new website from start to finish, including all
e-commerce, multiple plug-in technology and SEO. This
site is currently in development.
Websites 2
A Forgotten Landscape
The brief
To specify and commission a £53,000 website and
promotional strategy. The client was not expert in
commissioning of this type and required a specialist to
support them to achieve a top quality result on time and
within budget.
The solution
I carried out a substantial amount of engagement with the
target audiences in order to establish the aims and
objectives for the website including functionality, look and
feel and content types. From this ‘discovery’ phase I then
wrote a detailed 10-page specification for the site,
conducted the tender process and vetted the bidders.
The outcome
The client was so delighted with my client-centred
approach, attention to detail and clear and efficient
process that they commissioned me to remain with the
project for a further three years to oversee the
development of the site and management of the
contracts. Note: I did not design the logo at the top of the page.
Design
These case studies are provided as a
guide to the range of work I am
involved with.
Council of the Isles of Scilly
The brief
Make statutory information accessible to local people
and more fun to read. The Council had never employed a
designer to work on its statutory publications before.
The solution
Through designing a series of unique illustrations I
created a sense of fun and individual style for the
Council’s publications. I focused the content on the
reader in order to encourage members of the public to
engage with the Council’s information.
The outcome
The Council commissioned me to design two more
publications in the same style.
starting
well
ageing
well
living
well
A
22people helped to access
winter wellness grants
Branding
Creating a brand for a new
social enterprise
The brief
Creation of a new brand identity for a social enterprise
spin-off from the NHS. A model brand exercise based on
deep engagement with stakeholders.
The solution
We created a small and highly engaged group of people
including staff and patients and brought them together
with a design team. Working collaboratively we came up
with clear parameters for the company name and the
brand identity. The results are shown opposite (created
by designers at Gendall with my direction).
The outcome
The brand has proved to be really popular and works well
for the new company being implemented across
signage, uniforms, literature and online.
Campaigns 1
Guess flu? Changing attitudes to
vaccinations
The brief
Not enough people were getting flu jabs - especially people
at risk of complications such as pregnant women and
people with long term health conditions. My role was to
devise a campaign to boost the numbers getting their free
jab each year,
The solution
I organised focus groups with people in the target groups
and asked them what would make them more likely to get
their jab next time. Through listening carefully and engaging
them with the campaign development along the way, we
created a campaign that highlighted the issue in a way that
was friendly and non-threatening. I also ran features in local
press and arranged for radio slots for the Director of Public
Health to promote the importance of the vaccination.
The outcome
In the year of the campaign, the numbers of people in
target groups having their flu jab did increase.
Ian, 52
Diabetic
Ian, 52
DDiabetic
Lyssa, 28
Expectant mother
Lyssa, 28
Expectant m
Tom, 5
Suffers from
asthma
Anne, 89
Older person
Tyrone, 35
Main carer for his
elderly relative
Answer: They are all at high risk of catching flu,
and may suffer serious complications if they do.
They could also pass on the virus to others.
Go to www.nhs.uk or call NHS Direct on 0845 46 47 for information
and advice on getting protected this autumn and winter.
Guess flu?Who is at risk?
Don’t leave it too late! Contact
your GP to have the flu vaccine now.
Campaigns 2
TLC: a campaign about being kind
The brief
NHS patients were consistently reporting that, although their
care was usually great, they didn’t feel that NHS staff were
remembering basic kindness and this often left them feeling
unhappy. I was tasked with creating a PR and social media
campaign that would highlight the issue and lead to long term
behaviour change.
The solution
Through a substantial amount of engagement with the
audiences - both staff and patients - and a creative
partnership with a local design team, I created a campaign
that captured the hearts and minds of everyone involved
through imaginative use of social media (created a Facebook
badge and app to gain TLC ‘pledges’).
The outcome
The campaign grew and was supported by all of the public
sector in Cornwall eventually becoming a campaign for the
general public with a vibrant presence on social media.
Results included: hundreds of patients engaged through my
TLC comment cards (this was before the Friends and Family
Test was even thought of) and thousands more engaged
through social media and local press.
This way for

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Portfolio

  • 2. Creating impact with a one-shot campaign The brief The client had a key announcement to make but had never used professional social media or PR before. They wanted to reach out to new audiences and generate interest in their news. The solution This was a multi-channel campaign that covered Twitter, Instagram, Facebook and Pinterest. A short content plan was created but the campaign was a ‘single shot’ lasting only one day. The outcome The increase in social reach can be clearly seen from the graph opposite - reach was far in excess of the average for the account (2,785 impressions compared to the average of 648/ day, Twitter). The announcement was retweeted by some key target accounts and hits to the client’s website more than doubled for the day of the campaign. The work resulted in several enquiries to the client specifically related to their announcement. Digital marketing 1
  • 3. Great content and sustained multi- channel campaigning The brief For the first time ever the Green Party was fielding a candidate in my local constituency and I was asked to boost his chances through social media and press. The solution Over a period of just four weeks I ran all social media including organic and paid for flooding all possible channels with news and information about the candidate, his achievements, views and events. Social media was managed proactively through Hootsuite and Klout with many scheduled posts and posts based on news and events elsewhere in politics, world events, social change and ecology. The outcome The increase in his Klout score can be seen clearly in the graph opposite and he moved to being ranked second in the UK’s social elections run by rise.com. Over 36,000 people saw the tweets in the four weeks; page likes more than doubled; post reach increased tenfold; total reach on Facebook over 43,000. Twitter engagement boosted by 466% The client said:“Zoe’s knowledge of an ever-changing social media platform was invaluable. It is with no doubt that her work helped me achieve a significant vote swing in the General Election 2015.” This work was done on a voluntary basis and was achieved with a budget of only a few hundred pounds. When compared to the thousands of pounds spent by the other candidates, the achievements are even more startling. Digital marketing 2
  • 4. Websites 1 The Reluctant Salesman The brief This client was looking to develop a new spin-off from his existing business with a fresh look that would appeal to male and female professionals. He required some work on his overall branding and the creation of a brand new, highly functional e-commerce site from which to launch and run the business. The solution The client had important brand equity from his existing and long-established business that needed to carry through to the new business. Through completely rethinking the colour scheme and tweaking the proportions of the original logo, I created a completely new look that remains bound to the old. The outcome From the initial work, the client has commissioned me to design the new website from start to finish, including all e-commerce, multiple plug-in technology and SEO. This site is currently in development.
  • 5. Websites 2 A Forgotten Landscape The brief To specify and commission a £53,000 website and promotional strategy. The client was not expert in commissioning of this type and required a specialist to support them to achieve a top quality result on time and within budget. The solution I carried out a substantial amount of engagement with the target audiences in order to establish the aims and objectives for the website including functionality, look and feel and content types. From this ‘discovery’ phase I then wrote a detailed 10-page specification for the site, conducted the tender process and vetted the bidders. The outcome The client was so delighted with my client-centred approach, attention to detail and clear and efficient process that they commissioned me to remain with the project for a further three years to oversee the development of the site and management of the contracts. Note: I did not design the logo at the top of the page.
  • 6. Design These case studies are provided as a guide to the range of work I am involved with. Council of the Isles of Scilly The brief Make statutory information accessible to local people and more fun to read. The Council had never employed a designer to work on its statutory publications before. The solution Through designing a series of unique illustrations I created a sense of fun and individual style for the Council’s publications. I focused the content on the reader in order to encourage members of the public to engage with the Council’s information. The outcome The Council commissioned me to design two more publications in the same style. starting well ageing well living well A 22people helped to access winter wellness grants
  • 7. Branding Creating a brand for a new social enterprise The brief Creation of a new brand identity for a social enterprise spin-off from the NHS. A model brand exercise based on deep engagement with stakeholders. The solution We created a small and highly engaged group of people including staff and patients and brought them together with a design team. Working collaboratively we came up with clear parameters for the company name and the brand identity. The results are shown opposite (created by designers at Gendall with my direction). The outcome The brand has proved to be really popular and works well for the new company being implemented across signage, uniforms, literature and online.
  • 8. Campaigns 1 Guess flu? Changing attitudes to vaccinations The brief Not enough people were getting flu jabs - especially people at risk of complications such as pregnant women and people with long term health conditions. My role was to devise a campaign to boost the numbers getting their free jab each year, The solution I organised focus groups with people in the target groups and asked them what would make them more likely to get their jab next time. Through listening carefully and engaging them with the campaign development along the way, we created a campaign that highlighted the issue in a way that was friendly and non-threatening. I also ran features in local press and arranged for radio slots for the Director of Public Health to promote the importance of the vaccination. The outcome In the year of the campaign, the numbers of people in target groups having their flu jab did increase. Ian, 52 Diabetic Ian, 52 DDiabetic Lyssa, 28 Expectant mother Lyssa, 28 Expectant m Tom, 5 Suffers from asthma Anne, 89 Older person Tyrone, 35 Main carer for his elderly relative Answer: They are all at high risk of catching flu, and may suffer serious complications if they do. They could also pass on the virus to others. Go to www.nhs.uk or call NHS Direct on 0845 46 47 for information and advice on getting protected this autumn and winter. Guess flu?Who is at risk? Don’t leave it too late! Contact your GP to have the flu vaccine now.
  • 9. Campaigns 2 TLC: a campaign about being kind The brief NHS patients were consistently reporting that, although their care was usually great, they didn’t feel that NHS staff were remembering basic kindness and this often left them feeling unhappy. I was tasked with creating a PR and social media campaign that would highlight the issue and lead to long term behaviour change. The solution Through a substantial amount of engagement with the audiences - both staff and patients - and a creative partnership with a local design team, I created a campaign that captured the hearts and minds of everyone involved through imaginative use of social media (created a Facebook badge and app to gain TLC ‘pledges’). The outcome The campaign grew and was supported by all of the public sector in Cornwall eventually becoming a campaign for the general public with a vibrant presence on social media. Results included: hundreds of patients engaged through my TLC comment cards (this was before the Friends and Family Test was even thought of) and thousands more engaged through social media and local press. This way for