The Challenge

Before Find The Edge came on board, the DCCL’s digital presence was minimal. Social accounts were inactive for long stretches, the league had no dedicated marketing infrastructure, and no one was telling the story of the incredible cricket being played across Derbyshire each week.

As a result:
• Twitter/X activity was inconsistent
• Impressions regularly fell below 2,000 in a 14-day period
• Engagement was minimal
• The league lacked a unified brand identity
• The league’s achievements, clubs, and players weren’t being showcased

The brief was clear:

Build the foundations for a long-term digital identity and start telling the story of the DCCL.

Our Approach

1. Rebuilt the Digital Foundations
   To create a sustainable marketing setup, we implemented the basics the league was missing:
   • Gained access to the DCCL Twitter/X account
   • Created a dedicated email for DCCL media and marketing
   • Established linked Instagram and Facebook accounts (ready for the next season)
   • Built a DCCL brand hub with correct colours, typography, visual identity and templates
   This ensured the league finally had a consistent, ownable and professionally presented digital presence.
   
   

2. Started Posting Earlier to Maximise Interest
   We advised the league to begin content 12 days earlier than planned — starting from 9th August leading into the Butterley & Jackson Cup Finals.
   This decision meant:
   • More build-up
   • Higher visibility for the league finals
   • Content momentum heading into September
   
   

3. Introduced Regular, Story-Led Content
   The biggest difference was simple:
   consistent posting + meaningful engagement.
   We began capturing:
   • Weekly winners
   • Match results
   • Club recognition
   • Celebration of achievements
   • Human stories from around the league
   This brought the “life” of the DCCL online for the first time.

The Impact

A Tale of Two Timelines: When You Don't Post vs When You Do
With very little action…

The account generated only 28.4K impressions over 28 days.
In two weeks of inactivity, impressions fell below 2,000.

This was the baseline before Find The Edge took over.

With regular action, engagement and storytelling…

The account transformed.
Initial 49-day period after activation:
195.1K impressions

— A dramatic surge from the previous activity levels
— Consistent peaks as content became more regular
— Audience re-engaged with the league

Comparable case with 30% fewer followers — but consistent posting: 449.8K impressions in just 28 days

— Demonstrating what is achievable with simple but consistent action
— Proof of concept for future scaling

This comparison highlighted a core truth:

The DCCL account wasn’t underperforming because of its following — it was underperforming because it was silent.

Top Tweet Performance Example

The push into regular posting immediately produced strong tweet-level performance, including:
4,497 impressions with 5% engagement
3,098 impressions with 2.3% engagement
2,991 impressions with 5.6% engagement
These were simple posts celebrating club achievements — but they resonated because the league was finally talking to its community.

Conclusion

For years, no one was telling the story of the DCCL.
By rebuilding their digital foundations, launching consistent content, and activating the league’s identity, Find The Edgesparked a major shift in visibility, engagement, and community connection — all within the first few weeks.

The results speak for themselves!