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When Kevin Lindberg accepted the Chief Executive Officer position at Suncoast Communities Blood Bank (SCBB) he knew they needed to strengthen their online presence if they were to achieve their aggressive growth goals. The SCBB website was out of date and didn’t adequately communicate the most important messages to their audience:
- Current blood needs
- Blood drive locations
- Encourage involvement and donations
- Increase corporate partner visibility
- Increase awareness to the general community
As a result of our discovery and strategic planning process, the Webtivity Team reorganized the website navigation hierarchy and made Home page layout changes to better communicate with visitors. For example we incorporated a photo rotation area to the Home page for events and promotions. We created a “Current Blood Needs” color-coded chart so website visitors can quickly see the most urgent blood type needs. We also made it easier to locate blood drives by integrating Google Calendar into the website—this enhancement also helped streamline the process of getting this information on the website for SCBB staff.
To connect with a wider audience we developed a presence on Facebook, Twitter, YouTube and LinkedIn. Research clearly shows there are disparate audiences in different social media channels, so with each platform came a slightly different strategic approach. For example, we recommended Facebook be used to communicate blood drive locations, provide exposure to companies participating in blood drives, congratulate promotion winners and promote special events hosted by SCBB. With field staff training, Twitter could be used to communicate critical information in the event of an emergency, or real-time location-based information. YouTube should store PSA’s and promotional videos to engage and educate their audience. LinkedIn can be used to facilitate higher-level conversation between administrative staff and corporate donors.
Of course, no social media strategy is complete without a Blog to which you direct traffic from your various social media channels! So the team developed a Blog and integrated it into the website, and just as we should, we were careful to maintain branding consistency across all mediums.
With the social media platforms in place the SCBB has launched a new social media policy for their organization and has begun the process of training their employees to effectively use social media to their advantage. After launch of the campaign, Kevin Lindberg emailed the following to our team:
Webtivity has worked closely with us to help make our website more practical and user friendly. They have also helped us identify our social media needs, launch the various sites and assist us with keeping the content fresh and relevant. This is going to help spread the word about the constant need for blood donors, as well as keep us better connected to our supporters.
Chief Executive Officer
Suncoast Communities Blood Bank