Full brand launch for new South Aussie urban food non-profit

SA Urban Food Network automated welcome email


SA Urban Food Network



Brand launch strategy
Style and tone strategy
Website refresh
Email templates
Mailchimp automations
Social media strategy
Canva design templates
Google Analytics dashboards
Intern lead and training

The South Australian Urban Food Network is an emerging non-profit aiming to create a more positive food future in our state. After several years of behind-the-scenes work, the coordinating group was ready to share their grand vision with the public – but needed help refining their message, building their website and maximising their social channels.

Firstly, I created a pre-launch Mailchimp landing page, allowing people to join the network even before a full website was off the ground. That first experience had to be fabulous for new members. So I designed a welcome email to be sent immediately after sign up (using a Mailchimp automation rule), which offered members four free gifts – including excellent resources already developed by the network that had been under-utilised.

To ensure everything subsequently sent from Mailchimp remained on brand, I also created several templates for newsletters and one-off emails, and trained the team on eDM best practice tactics.

I then worked with the coordinating group to create a Social Media Style Guide and several Canva design templates. After freshening up messaging and branding, I helped recruit and train an intern to manage Facebook, Instagram, LinkedIn and a closed Facebook group.

Next came a major update of an existing (but not-yet-launched) website. To minimise costs during the non-profit’s early stages, we remained with on the free WordPress.com platform. I rewrote or edited all copy, sourced high-quality images and restructured the navigation, ensuring users had multiple entry points to becoming a member.

Finally, I assisted with the structure and tone of a new blog featuring case studies on local foodies – a key way to drive return traffic to the website.

The overall communications strategy is underpinned by a Communications Calendar utilised by multiple team members. A series of Google Analytics dashboards and automated monthly reports help the team quickly and regularly monitor progress and success.

The results

In the space of 12 months, network memberships grew by 114%.

The network’s social media presence also grew significantly, with Facebook group members increasing by 291%, Facebook followers growing by 108%, and Instagram followers up by 231%.

“Koren has a wealth of experience and skills that she offered the SA Urban Food Network at a critical time in the network’s development AND most importantly our passions aligned.

“She went over and above to ensure a professional and strategic approach to all of our communication channels. She has also offered her time to train and develop others in our group.

“I would recommend her to anyone looking for a highly-skilled, passionate and strategic communications coordinator.”

Christy SpierChristy Spier, Department for Environment & Water
SA Urban Food Network website upgrade
SA Urban Food Network Instagram strategy and templates
SA Urban Food Network social media style guide
SA Urban Food Network Communications Calendar
SA Urban Food Network Mailchimp template