The challenge
VDT’s work spans live and digital performance, professional and non-professional participation, and local, national, and international audiences. With a new website and refreshed brand identity on the horizon, they wanted to ensure their digital marketing strategy could connect their diverse activity strands under a cohesive message, reflect their position as a sector leader and community partner, and boost their digital visibility.
The solution
HdK delivered a full digital marketing strategy refresh, focusing on clarity, structure, and long-term adaptability.
Audience analysis: refined personas, grouped by live audiences, digital followers and participation networks
Tone of voice and messaging: evolving VDT’s brand voice to reflect its grounded, rigorous, socially engaged character
Content themes and tactics: defining content pillars for live work, archive material, participatory projects, and industry insights, and mapping them across key platforms
Platform-specific strategies: creating a balanced, purposeful approach to social media, email marketing, YouTube content, and paid ads, with tailored tactics for public and industry audiences
Campaign frameworks: developing general approaches and creative ideas for promoting live and digital projects
The results
A solidified brand voice and clearer approach across platforms; a plan for regular engagement with fans through newsletter and social media content; positive online engagement from supporters, peers, and partners; and a strengthened foundation for long-term digital growth, aligned with their upcoming new website and brand.