The Bigger Than Me team recently completed a five month campaign for The Learning Trust.
The Learning Trust celebrated its 10th birthday this year, an auspicious landmark made even more remarkable by the unprecedented challenges 2020 and COVID-19 presented.
The Learning Trust – a brief history
The Learning Trust performs two essential roles in the After School sector of South Africa.
Primarily, they provide grants to grassroots level NGOs in the After School sector who assist learners in townships and disadvantaged communities. This ranges from early child development (ECD), after school tutoring, sports, art, creative activities and psych-social support.
Aside the modest, yet essential, financial support they provide, The Learning Trust also offers capacity support in the form of training, counselling and guidance, an immeasurable service to their grantees in the Western cape, Easter Cape and Gauteng.
Why us?
“It was great working with the Bigger Than Me team.”
“We specifically appreciate the time and effort you took to get to know The Learning Trust intimately, so that you can represent its work from a point of view of being informed.
“We enjoyed the attention you placed on generating new content around our work and taking advantage of opportunities we so often miss because we are focused on the doing.” - Sibongile Khumalo, Executive Director of The Learning Trust.
Organisations such as The Learning Trust (TLT) and their grantee network of NGOs do so much on-the-ground work, with often complex day-to-day challenges. It is a lot of work and not easy to balance this with an outreach programme to raise their profiles.
So, when tasked with the job of creating an impactful campaign to tell their 10-year story they made the decision to look externally at who could provide the necessary services, but also for someone with an understanding of the NGO and social impact sector.
In other words, a Creative Social Change Agency with the necessary experience to hit the ground running.
Enter Bigger Than Me.
The team put together a five month campaign strategy to tell The Learning Trust (TLT) story within the context of its 10 year anniversary.
This included an Inbound Digital Marketing strategy, new website, Google Grants search campaign, a full service social media campaign, content creation plan and a comprehensive PR strategy.
Holistically we looked at how we could tell real, authentic stories, drive support, increase the advocacy database and identify the key talking points through new advocators, influencers and thought-leaders.
The campaign
We designed a strategy to educate, engage and create awareness around The Learning Trust’s core goals:
A. A campaign to show their journey to date, their impact so far and what the future for After School holds considering COVID-19. All within the context of their 10 years of operation.
B. Raise awareness around the importance of After School, then, now and in the future.
C. Seek to advocate for private and public investment into the After School sector.
To achieve this we:
Rebuilt their website
Successfully launched a PR media outreach campaign
Developed a full social media strategy
Created a content marketing strategy
Created a Google Grants Adwords campaign
Created content and media including several videos with Instant Grass International
Bigger Than Me CEO and Founder, Greg Viljoen, summarises the overall experience of working with the amazing folk at The Learning Trust:
“From all of us at Bigger Than Me I want to thank The Learning Trust for trusting us with their important campaign and message.
“It’s been such a privilege working with the TLT team and I have been inspired by how much passion they all have for the work they do.”
Good Reads:
- A Socially Conscious Brand business model is the future
- Eight questions every purpose-driven brand should ask
- What NGOs and brands need to know about ‘Doing Good’ in a digital world
- A Cause marketing case study: The Limitless Potential In Self
- The Great Reset of Capitalism with Purpose led humanism strategy