Increasing visibility and content strategy for

Groundswell Scotland

Groundswell Scotland are a charity who focus on supporting women through surfing and other activities on the east coast of Scotland. They are a groundbreaking organisation who use a developed Groundswell Surf Therapy programme with a wide range of clients. Groundswell provide a mix of workshops, surf sessions, group therapy and bespoke retreats to support a growing community of ‘surf sisters’.

I was commissioned by Groundswell Scotland to enhance the structure and look of their monthly newsletter.

Creating Consistency

My work began with making sure that the newsletter reflected Groundswell Scotland’s brand image. They have a relaxed and welcoming approach, yet take their responsibilities seriously. I used the Groundswell Scotland website to create a newsletter that reflected the brands colours, images and fonts, using a tone that suited the message that was being shared.

Encouraging interaction

My newsletter encouraged the reader to find out more about the activities under different headings. The click rate for this newsletter was 100% higher than the previous communication.

Outcome

My newsletter ensured that Groundswell Scotland’s communications are on-brand, clearly structured and are linked to important pages on their website.