Post by Benjamin Vitte-Fry

I recently had the opportunity to develop a digital marketing communications plan for the Lockleaze Neighbourhood Trust  to support the launch of its 2026–2031 Community Plan, through the University of the West of England volunteering scheme. As a Lockleaze resident for the past couple years, this project felt especially meaningful. The primary objective was to raise awareness of the Community Plan while encouraging residents to view it as a living document that evolves through ongoing feedback and ideas. A particular focus was placed on engaging Gen Z, as they are likely to experience the long-term impact of the decisions.    With a zero-budget brief, every recommendation needed to rely on organic reach and audience insight. I proposed refining the Trust’s Instagram presence with a more welcoming visual identity and content strategy, while streamlining access to the Community Plan through the profile bio to guide residents through the marketing funnel from awareness and engagement to participation. I also suggested establishing a presence on Reddit, reflecting the growing tendency of users to seek authentic, human conversations as a counterbalance to AI-generated content. Brands are increasingly recognising this shift, with Dove recently dedicating much of its marketing activity for a new product launch to the platform.  To ensure the effectiveness of the digital marketing plan could be measured, I outlined how Google Analytics could be used to track engagement and evaluate meaningful campaign outcomes. This experience reinforced my passion for digital marketing and highlighted the importance of using behavioural insights, emerging digital trends, and data-driven evaluation to research how audiences can be reached effectively and what captures their attention. I am grateful to the Lockleaze Neighbourhood Trust and UWE Bristol Research and External Engagement for  creating the opportunity to contribute to such a meaningful project.