Problem

One East Palo Alto, with over 25 years of community support and empowerment history, faced a significant challenge in 2018 due to an outdated digital presence that limited their community engagement and supporter outreach. Recognizing the need for a strategic transformation, they engaged Marchitects to lead a comprehensive overhaul of their communications strategy.

Objectives

Revitalize Digital Infrastructure: Modernize the organization’s digital platforms to improve accessibility and user experience.
Enhance Community Engagement: Develop and implement digital strategies that actively engage the community, encourage participation, and foster inclusivity.
Elevate Brand Visibility and Credibility: Position the organization as a thought leader and trusted community partner through enhanced digital outreach.
Drive Supporter Acquisition and Engagement: Increase the organization's reach to attract and retain supporters using targeted communication tactics.
Outcomes
Digital Infrastructure Redesign:
- Developed a modern, easy-to-navigate, and mobile-responsive website for their 25th anniversary reveal.
- Integrated social media platforms with the website to streamline community interaction and enhance real-time engagement.
Content Strategy Development:
- Curated a mix of compelling content tailored to resonate with diverse community segments, including impactful stories, updates, and themed programs like Wellness Wednesday.
- Implemented a content calendar to manage and optimize the release of digital content across platforms, ensuring consistent engagement and presence.
Communications Integration:
- Established a unified communications framework that aligned all digital and physical outreach, including email marketing, social media campaigns, and direct community interactions.
- Leveraged SEO and content marketing to improve online visibility and search engine rankings.
Themed Events and Community Programs:
- Introduced thematic events and initiatives, like podcasts and community forums, designed to align with the organization’s mission and address the interests of a multigenerational audience
Monitoring and Analytics:
- Deployed analytics tools to track engagement metrics and website traffic, enabling real-time adjustments to strategies and tactics based on data-driven insights.

Results

Achieved a 30% increase in foot traffic to physical locations.
Improved online visibility indicators by 25%, including social media interactions and event RSVPs.
Attracted 150 new community members, generating an estimated $25,000 in additional donations and volunteer contributions.
Secured $200,000 in pledged support for anniversary events and fundraising initiatives.

"Thanks to Rashida and her team, we've seen remarkable increases in digital engagement and community foot traffic."

Team Contributions

Rashida K. (Strategist & Communications PM): Led the strategic overhaul, focusing on the integration of communications across all platforms and the redesign of the digital infrastructure.
Genie R. (Content Creator & Developer): Spearheaded the content strategy and development, enhancing the organization’s storytelling and online presence.

25th Anniversary Legacy Organizations' Digital Transformation