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Creating brand messaging and website copywriting to help a youth charity demonstrate their work.


The client:

South East Derbyshire Music Centre – or SEDMC as it’s known by members – is a charity delivering inspiring musical experiences to young musicians in Derbyshire and Nottinghamshire.

SEDMC runs weekly rehearsals directed by professional musicians, as well as regular concerts, workshops and tours. Alongside this is an emphasis on a caring community feels, which helps young people develop confidence alongside their musical skills.

All of the charitys’ work is subsidised, with free memberships for children receiving free school meals. This helps to make high-quality musical experiences accessible to all young people in the area.



The challenge:

Like many charities, SEDMC faced practical and financial challenges as the Covid pandemic paused usual activities.

The charity had a WordPress site which had become difficult to manage as themes changed and plugins were added over time. The website copy was largely targeted towards providing the parents of existing members with the information they needed around rehearsal times and event dates. There was the opportunity for wider messaging to demonstrate the full breadth and value of what SEDMC does, which would help to attract new members during the post-pandemic recovery.


The project:

A temporary members area was initially added to the old WordPress website while a new site was developed. This allowed information such as zoom rehearsal links and group notices to be shared with members in a safe environment when the charity re-launched its’ activities online during Covid.

Discussions with a small group of staff and trustees helped to clarify the areas of information that were important for the different audiences, including parents, members, prospective members and funders. Messaging also needed to include the charitys’ ethos and work. A friendly and approachable tone of voice was used throughout the site to reflect the values of inclusion, accessibility and community.

A new website sitemap was developed to map this content, and website copy was created to articulate what SEDMC does and how it benefits members. This was then integrated into a new WordPress build which would then be managed in-house.

The results:

The new website was launched, with the website copy and design being used as a basis for other marketing, including flyers, posters and social media posts.


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