Service: Marketing Strategy Development, E-commerce design and management, Copywriting, SEO, Social Media Assistance, Graphic Design.

The client was working towards becoming a registered charity. To become a registered charity the client needed clear vision and purpose statements. After discussions with the client and researching the industry, I created a strategic marketing plan to assist with developing a clear pathway to growing their brand in the industry and increasing awareness in their community. The goal was to increase awareness and engagement on social media channels to assist them with driving donations and adoption of animals.

We then transitioned from a basic Google site and I built a full e-commerce solution including multi-page forms for sign-ups, payment gateway integration to collect online donations and SEO optimised copywriting across a new, multi-page website to promote their brand and charity.

A full marketing plan was created including; situation analysis, marketing segmentation, targeting & positioning and the marketing mix, with the exception of budgets allocation for marketing activities due to the board not yet having established a set budget for this.

I used the research from the plan to assist with copywriting for a multipage website redesign. The website needed to be multi purpose enabling online donations, a live listing area for animals for adoption including appropriate pre-screening forms and a place for Wandering Angels to publish content to continue their mission to rescue animals. The website design also needed to be something the client could take over and update herself afterwards.

I also created some documentation with brand guidelines and social media best practice information for the client to distribute to her volunteers to assist them in helping with administration and promotion while staying on brand.

Other graphic design such as posters, outdoor advertising, business cards and flyers were also created for the client with the new messaging included to support the relaunch and transition to a registered New Zealand Charity.

Results: The client is a very small rescue up against some very large, well known and established organisations. To rank on page one of Google is still a long term goal, however, the client already now ranks in organic search results on page one of Google for local search terms such as 'Animal Rescue Northland', 'Dogs for adoption Northland', 'Dogs for adoption Whangarei', 'Foster a dog Northland'. We focused on dog specific keywords and region specific to begin with as KPI's knowing ranking on Google takes time so the client is pleased with these results.

The marketing support documents such as the brand guideline kit and social media marketing best practice user guide assisted the client and owner of the rescue focus on the day to day running and care of the animals.

The client experienced immediate follower growth on Facebook on re-launch of the website.
The client also experienced 327% growth in donations consistently over a 6 month period once the website relaunched and provided an option for online donations to the charity alongside the updated social media strategy creating more awareness of the charity.