MADE Architecture

Team Members Involved on this Project

Lou Lou
Lydia Lydia
Ellena Ellena
Irina Irina
Sean Sean

SUMMARY

MADE Architecture is an architectural and interior design firm based in Solihull, with a passion for creating spaces that are both functional and visually stunning. 

Founded by Naveed Ahmed in 2010, the award-winning firm has earned a reputation for combining creative innovation with practical solutions, offering a range of services from architectural design to planning consultancy.

The MADE team are deeply committed to improving their local community. They regularly take on projects within the Birmingham area to help enhance the lives of the local community, such as the Islamic Centre of Britain, set to be one of Europe’s largest mosques.

THE TASK

MADE Architecture wanted to reach a bigger audience and raise awareness about their work, with a focus on showcasing their expertise in the architecture space. They were looking to not only expand their visibility but also connect with potential clients and industry professionals.

We were initially tasked with achieving these goals through the social media management of their TikTok, Instagram, and LinkedIn. As a social media marketing agency, we crafted a content strategy that aligned with these objectives, enabling them to build credibility, engage with their audience, and ultimately position themselves as leaders in the industry. 

Utilising our experience as an architectural marketing agency, we recognised that incorporating videography services and organising content filming days to capture their ongoing projects was an effective way to achieve their goals on social media.

Additionally, by integrating best practices in digital visibility, we supported their broader online presence through tactics such as public relations and search engine optimisation to maximise reach and impact. 

THE RESULTS

Over the past twelve months, we’ve seen a remarkable transformation in their social media presence. Not only have their follower numbers grown, so have their engagement rates – a result of our efforts in creating compelling content and implementing a strong social media strategy.

Alongside this, our work on search engine optimisation, has boosted their online visibility, with improved search rankings driving meaningful traffic. 

For example, between October 2024 and March 2025, website sessions increased by 141%, while engagement rates nearly doubled, rising from 24% to 49%.

Our overarching approach to marketing for architecture firms is all about creating a tailored strategy that speaks directly to the needs of their audience, and it’s been fantastic to see MADE Architecture thrive as a result.

KEY STATS / METRICS

“We opted to partner with EDGE Creative due to their esteemed reputation and history of success. Their stellar strategies and unwavering commitment to remaining at the forefront of industry trends deeply impressed us, leading us to believe that they were ideally positioned to enhance our online visibility. 

Our collaboration with EDGE Creative has been characterised by seamless coordination and consistently outstanding outcomes. Their team embodies professionalism and creativity, consistently exceeding our expectations. Thanks to their expert guidance, our company’s social media engagement and reach have experienced remarkable growth, directly contributing to tangible advancements and triumphs. We are unequivocally delighted with our decision to align ourselves with EDGE Creative.”

Zain Ahmed

Managing Director at MADE Architecture

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Birmingham Hospice

Birmingham Hospice Logo

Team Members Involved on this Project

Lou Lou
Karen Karen
Lydia Lydia
Ryan Ryan
Ellena Ellena
Irina Irina

SUMMARY

Birmingham Hospice’s mission is to provide compassionate, expert end of life care for individuals living with terminal illness, as well as support for their families. With two sites in Birmingham and a range of community-based services, they offer vital support across the region.

Beyond their care services, Birmingham Hospice is deeply rooted in the local community, running a network of charity shops across the city and hosting a variety of fundraising events throughout the year. These efforts help ensure their essential services remain free for those who need them, relying on the support of the community to continue making a difference.

THE TASK

Our role was to bring Birmingham Hospice’s important mission to life on TikTok, a platform ideal for raising awareness and connecting with diverse audiences. They had previously been working with another agency, but wanted more guidance and support with creative and trending ideas to reach and engage a larger audience.

THE RESULTS

With the aim of creating effective content, our team writes a monthly content plan for four creative TikToks, which incorporate both videos and image carousels. Each of these includes a detailed breakdown of the TikTok and advice on the footage or images we required from the hospice prior to editing.

Collaborating closely with their in-house marketing team, we provide strategic guidance and recommendations that ensure the content aligns with analytics, trending topics, and upcoming events. This plan allows us to assemble the provided footage into professional and impactful TikToks, scheduling them to align with the audience’s most active times and amplify visibility.

Birmingham Hospice Starlight Memory Walk Poster

In just two months of TikTok management, the results saw a significant improvement in performance. After the first month, the number of followers increased by 27.9%, with a further 18.8% increase in the second month. An impressive average engagement rate of 5.2% across the two months far surpassed the platform’s charity accounts benchmark of 3.95%.

In terms of video performance, every TikTok posted during this period outperformed the average of 745 views for accounts with fewer than 5,000 followers. Some that particularly stood out were an emotional story that achieved 10.9K views and a TikTok trend with 12.1K views, both showcasing the effectiveness of leveraging popular sounds and trends.

Alongside TikTok management, we have also been supporting Birmingham Hospice with the design and creation of assets for their upcoming fundraising event campaigns. These include print and digital assets, such as posters, flyers, pull-up banners, as well as social media graphics to help promote the events and encourage donations.

Our team has also regained access to the hospice’s Google Ad Grant, unlocking free ad spend that had been inaccessible for over a year. This allowed us to launch targeted Google Ads campaigns promoting key services and donation opportunities, covering topics ranging from as Crisis Appeal to General Donations.

By combining creative content, strategic digital marketing, and targeted fundraising support, we’ve helped Birmingham Hospice amplify its mission and reach more people across multiple channels.

KEY STATS / METRICS
TIKTOK FOLLOWERS
INCREASED BY
27.9%
WITHIN FIRST MONTH
AVERAGE
ENGAGEMENT RATE OF
5.2%
SURPASSING THE INDUSTRY BENCHMARK OF 3.95%
VIDEO VIEWS
135%
HIGHER THAN THE AVERAGE FOR SIMILAR-SIZED ACCOUNTS
Quote Marks

The incredible team at EDGE Creative has provided us with the strategy, tools and skills to grow our presence on TikTok. Their support is second to none, allowing us to be creative while also providing fresh, innovative ideas for content. It’s been brilliant to work with Ellena and the team and we’ve learned so much from their expertise.

Charlotte Bentley

Fundraising Marketing Manager

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Circuit Hospitality

Team Members Involved on this Project

Karen Karen
Lydia Lydia
Jon Jon
Sean Sean

Summary

Circuit Hospitality is a leading supplier of sports hospitality and events packages globally. Based in the UK, they specialise in providing first-class, luxury Premier League football, horse racing, and music concert experiences across both international and domestic markets.

Their close working relationships with several Premier League clubs, horse racing venues, and concert arenas allow them to provide a streamlined hospitality experience for new and repeat customers.

The task

Circuit Hospitality were seeking an integrated marketing agency to raise brand awareness and increase global ticket sales to a wider audience whilst improving their buying journey and user experience when engaging with their brand online.

Therefore, we needed to conduct an in-depth digital audit into the existing website user journey, customer buying behaviours, and data metrics. In addition, we thoroughly evaluated the UI of the Circuit website across multiple devices and browsers to identify performance issues.

Above all, our team wanted to ensure that the updated Circuit Hospitality website was easy to navigate and that the event packages were simple and fast to purchase, ensuring that the answers to any customer questions were available on the site.

Keyword infographic for Circuit Hospitality's SEO performance
Circuit Hospitality's website ecommerce page design
Person using laptop showcasing Circuit Hospitality's website

The results

We moved the website to our dedicated hosting platform and cleaned up the backend of the website to reduce file size and improve performance. We implemented a monthly web maintenance package to ensure all plug-ins were updated and to keep the site secure. We implemented a comprehensive SEO strategy to ensure that the website would be seen when users searched for sporting hospitality tickets. This was achieved by on and off-page SEO deliverables including content creation, blog research, and consistent CRO (Conversation Rate Optimisation) modifications, such as redesigning core pages and moving key content into more visible areas. Now, 11 target keywords for Circuit have entered the top 10 Google search results, while 5 have managed to reach the top 5.

We have supported this with heat mapping and Google Analytics data, allowing us to analyse how customers use the website. For example, we noticed an increase in people clicking on the reviews logo which linked to their profile. As a result, we added a widget that pulled through reviews so users could see them without leaving the website, helping to increase dwell time and improve the chance of a user converting.

We devised multiple PPC campaigns for both UK and USA audiences to ensure that specific events were served to relevant target audiences. To date, our PPC campaigns have yielded strong results with sales upwards of £150,000 in the UK alone.

Circuit Hospitality's mobile website design

Our Growing Partnership…

This project required the careful balance of our omni-channel marketing approach and our expertise as a team to ensure that we integrated the data and processes between the website, SEO, PPC, content creation, and UX/UI work. We are still working closely with Circuit Hospitality as a technological consultant, continuing to identify areas of their user journey and internal processes that can be improved.

A full-scale digital transformation requires extensive research and consistent execution because of the many moving parts, but our strong working relationship with Circuit has allowed us to move quickly and execute data-led decisions effectively.

Since our work with the client is ongoing, we will be able to identify further opportunities driven by the sports and entertainment industry and customer buying behaviours, further improving the profitability of the business.

Football stadium
Springsteen E Street Band concert promotional banner design
Karen O'Donovan with the Circuit Hospitality team
Circuit Hospitality shown on Google's search result
See the Website Live
Circuit Hospitality social media platform design and customer reviews

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Sutton Tutorials

Team Members Involved on this Project

Karen Karen
Lydia Lydia
Ryan Ryan

Summary

Sutton Tutorials are a specialised provider of private tuition to help students in Sutton Coldfield prepare for grammar school entrance exams, primarily offering one-to-one sessions and mock exam sessions. They also provide help with GCSE and A-Level exam preparation.

They help prepare students using tailored teaching methods to help strengthen the areas in which a student might be struggling. Sutton Tutorials pride themselves on the bespoke learning approach they undertake, allowing them to focus on the needs of the individual, including detailed feedback and action points to help each student reach their maximum potential.

The Task

Sutton Tutorials approached EDGE with the goal of increasing the number of students booking in to sit mock exams, which usually take place between March and August, prior to the academic year. They usually have just under 100 students taking mock exams in August, each of whom then benefit from the tailored and specific feedback their tutors give back.

Before we could increase the number of students taking these exams, we first needed to understand how Sutton Tutorials were handling their marketing and outreach efforts. We conducted a website audit to analyse its functionality, whether it was fit for purpose, and how to improve it.

Following our audit, we added a third colour to their palette to improve the look of the website and to draw more attention to CTA’s, which were previously hidden by similar colour choices. Next, we identified several ways to increase internal linking opportunities and added E-commerce tracking capabilities into their analytics.

Lastly, we set up several targeted Google Ads campaigns, starting with a Performance Max campaign to increase awareness of Sutton Tutorials through relevant audience interests, followed by a targeted Search campaign to attract users via specific queries.

The Results

We have seen positive results from our work with Sutton Tutorials. The Performance Max campaign twinned with the improvements we made to the website quickly generated 87 conversions from a broader, target audience, resulting in an average cost-per-click of just 53p.

Utilising the data we gathered from the initial Performance Max campaign, the Search campaign generated a huge 14.8% conversion rate after just one month which resulted in an increase of 86% in conversions.

The first mock exam hosted by Sutton Tutorials this year had a 27.2% increase in students compared to the same exam in the previous year, while the second mock exam session saw a 62.3% increase in students.

We will continue to adapt our advertisement work over the coming months as our partnership with Sutton Tutorials develops, and we are excited to see where our partnership will take us.

It has been a pleasure working with the team at Edge Creative, and special thanks to Lydia and Karen for all their support. They have worked to really understand our needs and requirements, and the results have been fantastic.

They understand the world of paid advertising better than anyone else I have worked with before and as a small business, this element of hand holding and being guided effectively has been key.

We look forward to continuing working with the team at Edge in the future. I can not recommend them highly enough.

Richard Thorsby Richard Thorsby

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