Arkyard ran a comprehensive digital audit for us and exceeded expectations from day one. They went above and beyond throughout the process, bringing real depth of expertise and a genuinely collaborative approach. The audit itself was thorough, insightful and clearly structured, with tangible, prioritised recommendations we could act on immediately. Their communication was excellent - clear, proactive and transparent at every stage.
Setting SPANA up for digital success
By combining our expertise across channel specialists, we helped SPANA with a review of their digital channels in order to create an actionable roadmap of quick wins and strategic improvements.
Client:
SPANA
The brief
SPANA, the charity that helps improve the welfare of working animals in vulnerable communities across the world, approached Arkyard as they were looking for support with reviewing their digital activity.
They wanted a partner to help assess how their website was performing, understand user behaviour, plus identify what was working (and what wasn’t) across their other core digital channels.
SPANA needed the outputs of the project to support and contribute towards laying the groundwork for an upcoming growth and digital strategy, which included a rebrand and website refresh.
The approach
The project was split into two phases: Digital Review and Road-mapping.
In the Digital Review phase, Arkyard’s digital experts carried out a series of audits, including:
- Heuristic assessment and behavioural analysis of the website
- Technical development assessment of the website
- Email marketing review
- Organic social media review
- Paid search and paid social review, including Google Ad Grants
- User research focused on the website experience, with current SPANA supporters and non-supporters.
The prioritisation workshop was a standout moment. It helped us align internally, focus on what would drive the most impact, and leave with a practical, phased roadmap rather than a long list of ideas.
After the reviews were completed, Arkyard then converged insights and opportunities for improvement from all of the reviews and categorised theses into themes.
In the road-mapping phase, these insights and opportunities were entered into a prioritisation framework, which acted as the focus for a face-to-face planning workshop with the SPANA team.
During this, Arkyard and SPANA worked together to score all of the opportunities, using an ICE prioritisation method (Impact Confidence and Effort).
Once scored, they were then transferred into a Roadmap, using the time-focused Now, Next and Later sections.
The results
Overall, the project successfully:
- Uncovered the strengths, gaps and real drivers of performance across the key digital channels
- Provided insights and opportunities that were backed by data and real user behaviour
- Delivered a set of foundation (quick wins) and lever (longer-term, strategic) actions
- Create a prioritised ‘Now/Next/Later’ roadmap that was ready for SPANA to activate immediately.
The project deliverables were critical for the SPANA team as it meant they could ensure the soon-to-be-launched website would take into account the key improvements highlighted by Arkyard.
Importantly, the team now had a plan to help them focus on the priorities required to improve all stages of the funnel and support the overall charity strategy, including key fundraising activities.
Their knowledge across the full digital spectrum - SEO, paid search, paid and organic social, email marketing and analytics - gave us confidence that every part of our ecosystem had been properly evaluated. They were flexible, responsive and an absolute pleasure to work with. We now have real clarity and momentum in our digital strategy development.
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