How Role Play Lane developed their website and communication strategy to reach new customers and funders

Role Play Lane (RPL) is a non-profit organisation that supports children, parents and families education, mental health, and well-being. A few of the ways they do this is through role play sessions, family wellbeing sessions, and baby and toddler groups.

The Problem 

Despite a strong presence on Instagram and Facebook, RPL faced challenges that limited its outreach. One of the main gaps identified was they no longer had a website. This posed a problem because if Facebook or Instagram were to shut down, all of RPL’s content and business leads would be gone too. While social media is a useful asset, it was important to have a website that explained what RPL does, why they do it and how they do it. 

What Support They Received 

Newid provided mentoring to help RPL develop a more effective digital strategy.

The support focused on 

• Website Development: Guidance on what to think about when creating a website. How to use one to establish credibility and provide a centralised hub for information that is searchable for funders and customers. 
• Social Media Advertising: Training on targeted social media advertising, including the use of Facebook Ads Manager instead of boosting to help maximise reach. 
• Email Marketing: Introduction to Mailchimp as a CRM to make contacting customers and producing regular newsletters easier. 
• Audience Personas: To support with low capacity, we advised creating personas of a typical user of their services to help decide what social media platforms to prioritise.
• AI for Content Creation: Discussion on using AI-powered tools to generate initial content ideas.

Outcomes 

The mentoring led to tangible improvements in RPL’s digital presence and operations

• Website Launch: RPL created a website to serve as a central point of information to increase its credibility among funders and donors. 
• Enhanced Engagement: Targeted advertising on social media improved reach. 
• Improved Short-form Video Creation: The team now use a teleprompter to help them stay on script while filming videos for social media. 

Impact 

By implementing practical solutions tailored to their needs, RPL has strengthened its connection with families, improved fundraising potential, and enhanced its long-term sustainability. 

Get Support Like This  

If your organisation is looking for similar support, Newid offers free mentoring to help you navigate digital transformation. Find out more about how we can assist you on your digital journey.