Custom Website and Content Marketing Strategy


Project Overview

Community Access Network provides essential medical, behavioral health, and support services to underinsured and low-income patients in Central Virginia. The nonprofit needed a refreshed mobile-responsive, and ADA-compliant website that could better educate and serve its patients. The organization also needed general marketing and advertising assistance – from content development to campaign strategy – to help improve its visibility across the Commonwealth.

 

 

Custom Website Built for Community Access Network By 434 Marketing

Our Solution

We began working with Community Access Network in late 2017 and launched their website in early 2018. Our process started with market research, which included focus groups with target audience members and discussions with leadership. After collecting data, we built a custom, mobile-responsive, and ADA-compliant website for Community Access Network developed on the WordPress CMS. We completed the initial SEO set-up to help improve the organization’s search rankings and ported over all of the web content.

Next, we developed new content for a variety of platforms – from bus wraps and brochures to multi-platform advertising campaigns, including the “We CAN Campaign” and the Central Virginia Hope Initiative promotional campaign. Our team provided full-service support, including strategic planning, content development, graphic design, videography, photography, and consulting.

Data Collection

Leadership Research Sessions
Market Research
Focus Group Research

Custom Web Design

Design and UX Strategy
Mobile-friendly and Fluid Responsive Design
Backward Compatibility for Browsers
ADA Compliant Layout
Initial SEO Strategy
Web Content Transfer
Team Training Sessions
Ongoing Maintenance and Technical Support

Marketing Services

Branding and Messaging Guide
Custom Bus Wrap Graphic Design
Content Marketing 
Social Media Campaign Strategy
On-Site Photography
Promotional Videography
Print Media (Brochure Development)
We CAN Campaign Development and Roll-Out
Central Virginia Hope Initiative Promotional Campaign

Project Outcomes

 
Meteoric Rise in Web Traffic and Search Engine Referrals

When we first launched the new website in early 2018, just 1,043 unique visitors came to the Community Access Network website via organic search terms, such as “community access network lynchburg,” and 150 people landed on the nonprofit’s website via a direct link. In less than one year after we launched the site and began rolling out traditional and digital marketing strategies, the nonprofit’s organic search traffic increased by 75%, and direct traffic increased by 738%. The website’s performance has continued to grow over time, in part due to 434’s keyword selection, web and UX configuration, and content marketing strategy. By August 2022, monthly traffic reached 14,300 site visits.

Doubled Digital Community Size in One Year

In addition to increased web traffic, digital advertising and social media management yielded dramatic growth in page popularity and engagement. Between Dec. 2017 and Jan. 2018, the client’s Facebook followers doubled in size from 406 to 846 digital community members. Monthly post reach increased by 3,200% in that period, and the content received more than 2,000 reactions, shares, and comments per month on average.

1,258

Average monthly web traffic pre-launch in 2018

3,406

Average monthly web traffic pre-launch in 2019

14,300

Average monthly web traffic in 2019

Visit The Website