CASE STUDIES

Working with our content creators

From government to Kew Gardens to East Midlands Trains, we work collaboratively with well-known brands and organisations to bring their content to life.

Here are just a few of our content marketing projects (and no, we didn’t pay them to be extra nice, honest).

Testimonials

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GB Labels

The brand

GB Labels are designer manufacturers and suppliers of bespoke garment branding products. All of their high-quality products are made in the UK. Their signature woven labels end up sewn into the seams of some of the biggest brands in the world.

What we do for them

We’re responsible for the creative direction of all of their digital content - planning, writing and scheduling posts for all of their social channels and blog to target the slow fashion market, we’ve grown their Instagram account organically by changing the style of their imagery.

What they say

It’s amazing that the majority of our social media enquiries now come from Instagram. Crocstar have helped us beat the algorithms and more brands have discovered us through social media. No more paying for ads on social channels! - Pete Gregory, MD.


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East Midlands Trains

The brand

East Midlands Trains are the biggest transport providers in the Midlands. They’re based in Derby and provide transport services across the East Midlands and parts of Yorkshire.

What we do for them

We work closely with the EMT team on large scale campaigns, website copy, social media sessions, and radio scripts.

What they say

I approached Crocstar as we began a new journey on defining our tone of voice - communication in the rail industry is key to customer safety.

Crocstar helped us by identifying what our tone of voice should be, and how that may differ depending on the situation. As the guidelines were developed, I was very impressed with how they nailed the brief, first time. It was then I began to explore other ways Crocstar could bring our brand to life, especially through advertising.

The result was brilliant. Our brand is so much more genuine, human, warm and friendly. Previously it was cold, corporate, and a tad boring! Our brand tracking research has proven that we're not the only ones who love the new tone of voice: an impressive 89% of our customers have told us that they like our advertising. Given we're in the rail industry, we were really surprised and thrilled that we had managed to make an impact, landing our key marketing messages.

I especially liked the team’s keenness to work on the brand together. It sounds corny, but it genuinely feels like this is our brand. It’s easy to see when a company genuinely cares about a brand and how personally invested they are with our account.

I found the experience enjoyable, easy, and rewarding. Over my career, it’s rare that an agency exceeds your expectations (especially high ones!) without the huge retainer attached.

Crocstar now work on most of what we produce, ranging from timetables and safety posters to the fun advertising such as station dressings, radio scripts, out of home, direct mails and emails. - Kate Squires, marketing manager.


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GOV.UK

The brand

GOV.UK is the single website for the UK government. The site acts as a single point of contact for over 300 government departments and agencies. To keep copy consistent across departments, a style guide was introduced, which needed to be rolled out as part of training sessions.

What we did for them

We designed a full-day training session on how to write for the web and use the GOV.UK style guide. Christine trained 1,500 people across the UK over 18 months. We helped them to better understand user needs by slimming down their content and advocating the use of plain English.

What they say

Christine is an excellent mentor and trainer who inspired change with everybody who went on the training courses. Without Christine and the work she did with over 300 government agencies the change would not have happened. This was more than training – this was getting people to understand why user needs are so important and how to write quality content to meet user needs. - Elisse Jones: Delivery Manager – Agency & ALB transition to GOV.UK at Government Digital Service, Government Digital Service


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English Heritage: Training

The brand

English Heritage is a registered charity that manages the National Heritage Collection: more than 400 of England's historic buildings, monuments and sites.

What we did for them

After adding a news section to their site, English Heritage needed bespoke training for its core digital editors. We wanted the team to feel confident planning and creating audience-driven content. While training them to write using a style guide, we introduced them to practical techniques they could use to refocus their writing skills for an online audience.

What they say

Lucie was well prepared, engaging and a real expert in her field. I was particularly impressed by the focus on user journeys and accessibility, and it gave us plenty of ideas to take forward as a team.

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Pizza Hut: Social media management

The brand

The international restaurant and takeaway chain needed us to manage their Twitter account during times of increased interest. We worked with them during their partnership with the Halo 4 game in 2012 and their 2013 Christmas campaign.

What we did for them

We arranged giveaways, collaborated with influencers, dealt with queries and engaged with their target market. As a result their followers grew from 5,000 at the end of October to 12,000 by the end of December.

What they say

Crocstar were brilliant at finding shareable content that our customers were able to relate to. We were especially pleased with the way that they were able to communicate with gamers. They also introduced ‘random acts of kindness’ - tweeting voucher codes to anyone having a bad day. This added personality to account, which helped us stand out in a busy market.




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Paul Cummins: Social media management

The brand

Paul Cummins is an internationally-respected ceramicist based in Derby. He’s best known for his poignant installation ‘Blood swept lands and seas of red’ at the Tower of London in 2014.

What we did for them

In 2014, Paul personally called the Crocstar team to ask for social media support during a time of intense interest. We set out a social media strategy and created content for all of his social channels to help connect Paul with his fans. To better curate visual content from the public, we set up hashtag campaigns on Instagram and Twitter.

What they say

Christine and the Crocstar crew are professional, creative and upbeat. An absolute delight to have on side for social media training and marketing. 



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Department for International Trade: Training and content strategy

The brand

The Department for International Trade (DIT) is a UK government department responsible for striking and extending trade agreements between the UK and non-EU states.

DIT wanted to implement a content strategy to achieve consistency and make better use of user insights to create effective campaigns.

What we did for them

We created a content strategy which outlined the creation process, publishing channels and content lifecycle.

Through training we explained how and why content is commissioned, created, distributed and managed. We also trained their team to write content focused on user needs. They were then able to use this information to shape future content.

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National Institute for Health and Care Excellence: Training

The brand

NICE provides guidance and advice to healthcare professionals, local government and members of the public. Their organisation aims to improve health and social care across the UK.

What we did for them

NICE needed to improve their website content and empower people across the organisation to be able to put users first when creating content.

We built a bespoke training course on user-focused writing for their 60-strong combined communication, writing and enquiry-handling teams. The session covered writing for digital and focused on getting people across the teams to share their knowledge.

At the end of the course the teams had discovered new ways of working together to share information as well as being confident in how to make their content more user focused.

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My Pension Expert

THE BRAND 

My Pension Expert offers expert financial advice and helps retirees find the best pension annuity rates across the market. 

WHAT WE DO FOR THEM 

We’ve simplified the customer application pack to make it more user-friendly. We also refocused its web content around friendly financial advice and inspirational ways to spend retirement.  

WHAT THEY SAY

"I started working with Crocstar to help us develop a new application pack for our customers. Typically, much like all financial products, there's a certain level of complication to the process. The existing application pack that we send to potential customers is extensive and in some cases people were getting confused – this lead to a level of dropout. 

Crocstar removed the jargon associated with pensions and helped us reposition our content into easily understandable chunks – focusing on lifestyle benefits a great pension product can bring. It's been a really great project and Crocstar's collaborative approach and agile workflow made a complex project an ease to deliver." –Stephen, My Pension Expert 

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UK-based manufacturing community

THE BRAND

We’ve recently worked with an organisation that brings together a multitude of businesses that form the wider manufacturing community in Britain. It uses a registered collective mark, so members benefit from increased recognition, sales, marketing, exports and PR.


WHAT WE DO FOR THEM

By helping to define their unique tone of voice, we helped devise a strategy to reinvigorate their membership communications.

As part of this strategy, we developed a detailed editorial calendar along with defined channels of communication.  This covered a brand new monthly email marketing publication, delivered via MailChimp and various targeted social media campaigns that worked to support the newsletter and attract potential new members.

The newsletter was designed from the ground up with the latest UX considerations in place. By defining specific editorial pillars, we produced engaging regular news stories about members and the wider UK manufacturing market.

The newsletter shone a spotlight on selected new member’s, legislative changes, export opportunities and UK manufacturing stories. Essentially we crafted content that would have a genuine value to the audience reading it. This strengthened the brand voice of our client in the industry and increased value-add for the existing membership, as to feel engaged and fully informed.

From the launch of the newsletter, we were able to maintain open rates consistently double that of benchmarked membership organisations (33.9% vs an industry average of 16.6%). Typically the recipient would spend a median of 5 minutes reading the articles and each edition would generate submissions for inclusion representing 20% of the installed 1,000 strong membership base.

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