Telling the stories of Wood Green, The Animals Charity

Wood Green, The Animals Charity, was set up in 1924 by Founder Louisa Snow after she became concerned with the large number of abandoned and injured animals on the streets following the First World War.

Since then, the charity has grown from strength to strength and is now one of the leading animal welfare organisations in the UK. They help rehome thousands of animals each year (4000 in 2015/2016.) They not only offer rehoming services, but also support to existing and potential pet owners and education around pet ownership.

Powerful stories from the frontline

The charity’s Animal Experts work on the frontline and are the first to see the positive impact the charity has. Everyday Wood Green’s Animal Experts were experiencing emotional stories about rehoming and animal welfare. The stories had the potential to make powerful case studies.

 

It is essential that all Wood Green staff understand the value of content and storytelling

Justin Morris, Director of Marketing and Digital Engagement, Wood Green

The charity’s marketing team wanted to ensure these stories were shared with their supporters and with people who may need thier help. The charity’s Director of Marketing and Digital Engagement, Justin Morris said: “It is essential that all Wood Green staff understand the value of content and storytelling.”

A Tailor-made solution  

Justin approached Media Trust’s bespoke training team to help. Together they developed a tailor-made training package on Writing for Multi-Platforms, especially developed for Wood Green.

[The training] equipped the team with the necessary skills and tools to capture content and tell stories

Justin Morris, Director of Marketing and Digital Engagement, Wood Green

The training was designed to enable staff to understand the value of content and storytelling. Media Trust’s expert trainer provided the charity with two training sessions that according to Justin: “equipped the team with the necessary skills and tools to capture content and tell stories. This included techniques, online resources aiding the generation of new ideas and access to a blog that is an extremely useful referencing point.”

two Wood Green members of staff with a dog

Wood Green takes in animals of all shapes and sizes. As well as cats and dogs, they find loving new homes for thousands of chickens, rabbits, mice, guinea pigs, goats, sheep, ferrets and more.

More content and increased conversions

For Wood Green, the Animals Charity the benefits were instantly clear. The marketing team have seen a huge increase in the amount of content staff are collecting and sharing. Justin said: “with newly acquired knowledge and techniques, the team are editing and re-writing hundreds of advice pages on our website. Additionally the implementation of the knowledge and skills gained has been translated in conversions on pages that were typically quite passive. A tangible return on the investment we made!”

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