BAAM: communications and UX
Website redesign, communications, content, Zoomcasting – plus writing text books – for the mental health coaching organisation.
BAAM
Founded in 1999, The British Association of Anger Management (BAAM) is the eminent organisation in its niche worldwide.
But when the C-19 pandemic hit, BAAM’s online presence was ageing and unprepared. Moreover, outdated tactics had incurred e-marketing sanctions.
Requirements
UX-centred website redesign and rewrite
Newsletter redesign and new comms strategy following Google sanctions
Improve content quality and publish regular, topical, SEO-led news items
Create, edit and publish brand videos, Zoomcasts and A/V content
Write key documents: from press releases to the coach training manual
Oversee social media execution
Solidify community and manage audience
Provide business consultancy and product suggestions
Communications
BAAM’s digital marketing newsletter redesigned to new template. The brand had no existing visual identity – neither photographs nor graphics. Solutions employed included ‘playing at superheroes’ images from Adobe Stock, considered evocative, inspiring and playful.
Website UX
Working alongside the in-house team, BAAM’s strongest attributes were communicated clearly on its landing page: market-leading content, blue chip clients, and broadsheet media presence.
Key product pages were redesigned, and a clear calendar introduced. Barriers to purchase were eliminated wherever possible.
The brand’s greatest strength is its regular quality media appearances. A dedicated media section was inserted on BAAM’s site to highlight social proof for complex conversions, and provide resources for visiting editors.
A sprawling content section was redesigned for UX, alongside a new strategy focussing on topical subjects.
Zoomcasts
My duties at BAAM in the role of comminications director included brand video scripts, video interviews conducted, recorded and supplied to quality standard, and the ‘Wisdom Track’ podcast hosted, edited, and published by myself.