The Group had an existing web site but it had not been used to its full potential.  The site was beginning to show its age and was in need of an overhaul.

Solution

The first priority was to give members of the group control over their web site.  To that end, a content management system was installed to provide access to add and edit content, and to maintain event information.

A simple site design was created with an emphasis on striking photographic images to highlight the goals of the group.  The yellow and blue of the EU logo were used to brand the site using text effects to create the title bar.

A members area was created in order to share information and documents to members only.  It is planned that this will reduce the amount of hard copy information that needs to be distributed.

Events are now set up online, giving members the ability to register their intent to attend meetings or seminars.  This reduces the administrative need to distribute invitations and monitor replies.  The event planner can simply, log in and print off a delegate list.

Given that the site has been extensively overhaulled it was necessary to pay attention to the site’s search engine presence.   As well as building the site to comply with best practice guidelines for accessibility, the site has been built to be easily readable by search engines.  Additionally, the site provides a sitemap directly to search engines to inform them of the presence of new or altered pages.

Knowing who is using the site is valuable information for any site owner.  Google Analytics has been implemented to understand the site’s users and how they are using the site.

This group of flag football players in Edinburgh have played flag football for years and want to encourage new people to start playing the game.  There was a need for a simple, yet effective site in order to promote the game and the ease at which it can be picked up.

Solution

It was decided to use a content management system to allow for simple maintenance of content.  WordPress does this in a simple way that is easy to pick up and has the advantage of being free to use.

The only area of the site that needs regularly updated is the date of the next game.  To make this easy to do, a Twitter feed was intergrated into the site.  This means that by updating the Twitter site – which the group uses already – the site can also be updated.

As the target demographic is primarily male, aged 18-40, there was licence to use some modern techniques without risk of confusion.  This allows the use of YouTube videos, integration with Wikipedia content and the addition of sharing content with social networking sites such as Facebook, Reddit, StumbleUpon etc.

The primary goal of the site is to entice people to get in touch so an AJAX based (no page reload on submission) contact form was used to receive and process submissions.

The group need only attract a small number of players to be considered a success so the site has been created as landing point for a campaign on social networking sites through pages and groups on Facebook.

The web site is to be combined with a small-scale print campaign by graphic designer Steve Russam targetted directly to american football fans through a local amateur team directing them towards the web site to engage with the group.

In the 21st century, a quality web presence is essential to supporting the aims of any charity and especially a newly registered charity.

The goals of the site are three-fold:

1. Provide support for families of children affected by Fanconi Anaemia;
2. Provide resources for clinicians regarding inforation on Fanconi Anaemia;
3. Promote and raise funds for research into Fanconi Anaemia

These aims let to some intense site architecture discussion about how to present relevant information to three audiences with different needs and interests.  Creating a central site with distinct sections was settled upon as a way to maintain a consistent brand across all areas.

Branding played a key role in this project.  It was essential that the branding should be enforced and consistent considering the vast array of worthy charities in the UK.  An inconsistent brand image would send mixed messages to potential donors and supporters.  Brand colours and logo were supplied and the quality of these quickly informed an effective online identity.

Establishing the charity online will take time but an extensive search engine optimisation programme has made good inroads into the niche areas the site fills.  As the site develops and its reach expands, it is hoped it will be able to shoot above its size.  Analytics software has been set up to track traffic levels and monitor which avenues have been successful in attracting visitors and donations.  This is regularly monitor and has informed decisions about the future direction of the site.

Attracting support is an aim of every charity.  To help that, social networking has been utilised with the creation and promotion of areas on popular sites Facebook and LinkedIn.  This has led to a rapid expansion of the number of people known to the charity with an interest in Fanconi Anaemia.

This site also gives me the opportunity to practice what I preach. Apostophes are a suitable niche market that will allow me to test my search marketing skills by building links and authority with the likes of Google, Yahoo and MSN.

ApostropheGuide.com