Company Name
Project Date
Project Type

25th Anniversary Legacy Organizations' Digital Transformation

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Alto, with over 25 years of community support and empowerment history, faced a significant challenge in 2018 due to an outdated digital presence that limited their community engagement and supporter outreach.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.