Originally from Fife, Carol van Beusekom is a bit of a badass. By day she works as Legal Counsel in a large financial services company, but at every other opportunity she is out in her kart and holds a British Go Karting Champion title, despite only entering the sport in her 30s. She's also a big ambassador for women in a predominantly male sport. So, when she came to us in mid-2016 looking for a digital partner to work with pro bono to help raise her profile and offset some of the hugely restrictive costs surrounding the sport, we were happy to help her out (after all, we love people who push the boundaries of what is expected of them and exude passion).
A bit of a happy accident, Carol first started out in the world of karting in 2013, after a friend took her racing and she was let loose on the Larkhall track. Despite only a few test runs at Raceland beforehand, her first lap came in at just 44 seconds, which was only 6 seconds shy of the fastest recorded lap on the track to date. It was instantly clear that Carol was a natural. Not long after, Carol entered her first competition and walked away with the Jimmy Veitch trophy. This was the start of a journey that would take her racing around the world.
Despite a commitment to continue building her profile within the world of professional karting, there were many challenges ahead. Not least of which was the costs inherent of the sport - from the kart itself and its continuous maintenance to the safety equipment, practice track hire, entry fees and trailer/transportation expenses. Carol needed a professional web presence to support her in making contacts and securing sponsorships.
So, having heard about our pro bono commitment and corporate social responsibility work for others (such as Kieran Maxwell Fund, Woodlands Community Garden and PPWH), she approached us about helping her to achieve her goals.
We worked with Carol to create a new dynamic personal brand, a responsive website, setup and manage hosting, and launch her new social media channels. To further assist her after launch in developing an engaging digital voice, we worked with her for a further 4 months to create content and manage her new social media accounts.
“Thanks so much for all your help - the new brand and website are looking incredible and have far exceeded my expectations! Your help on content and social have helped me to make important contacts and grow the reach of my voice, so I'm very thankful for your ongoing support.”
- Carol van Beausekom
Digital became Carol's core marketing tool and supported her in increasing the reach of her brand voice to audiences worldwide. She went on to be nominated for Female Drive of the Year by Karting Magazine and take the club champion position at Rowrah.
Carol enjoyed several years of professional karting and competing, snapping up several further notable trophies for her cabinet. However, due to personal reasons in 2017, she decided to hang up her racing helmet (she still enjoys the occasional non-competitive race).