www. jos cervical cancer trust rebecca shoosmith, services development manager digital...
DESCRIPTION
Our digital work May 2010 rebranded as Jo’s Cervical Cancer Trust & re- launched website. The aim was to; Increase awareness of us as an organisation and what we do. Increase awareness of cervical cancer and how to prevent it. Provide opportunities for women to communicate with us in ways that suit them. Create opportunities to make them aware of; News What they can get involved in Our services To achieve this in a simple easy to use way.TRANSCRIPT
www.jostrust.org.uk
Jo’s Cervical Cancer Trust
Rebecca Shoosmith, Services Development Manager
Digital Communication
WACC International Network Forum, 9th May 2011
What do we mean by digital?
Website / Search engine optimisation (SEO). Email / general communications. Social Media. TV Ads.
What is ‘youth’ for us as an organisation? Currently 20 – 35yr old women. Next? Considering a micro site for younger women (from vaccination age).
Our digital workMay 2010 rebranded as Jo’s Cervical Cancer Trust & re-
launched website. The aim was to; Increase awareness of us as an organisation and what we
do. Increase awareness of cervical cancer and how to prevent it. Provide opportunities for women to communicate with us in
ways that suit them. Create opportunities to make them aware of;
News What they can get involved in Our services
To achieve this in a simple easy to use way.
Website Fresh new look and feel. Regularly updated information either written or reviewed by
experts. Easy to use online forms. Downloadable resources. 227K unique web hits in 2009/10. 265K unique web hits so far with forecast of 350K by year
end in 2010/11. We are now able to monitor exactly which areas of the site
are most popular and helps us to target women even more effectively (even down to the words we use in our titles!).
Website
Website
Search Engine Optimisation Use of search engine optimisation company can help
drive people to the site and our services. We applied for a Google Grant. In the last 9 months
this has given us $27K worth of free Google Ads resulting in even more people being driven to our website, our information and our services. The ads have been clicked 47K times.
A Google Grant gives you $329 worth of free ads per day.
The ads allow people to find you more easily and engenders trust in the organisation being bona fide.
Google AdsJCCT
Email / General Comms Important to ensure there is consistency / professionalism
with communications. Find the best way to stay in touch with people. How do they
prefer to be contacted? Our supporters like to know what we’re up to and we’re
happy to share – regular newsletter and social media.
Email / General Comms
Social Media Casts a wide net and reaches many new supporters and
service users. Great way to publicly thank fundraisers and encourage
others to get involved. A useful vehicle for call to arms for projects and incentives. Keeps those who no longer use our main online services
through the website informed of items of potential interest. Fun, lighthearted and relaxed way to interact with our
audience. Is in line with preferred communication for younger women. You have to commit!
Facebook & Twitter
Why bother? The majority of young women that we are trying to
reach are online savvy. It’s not enough to just be online you need to be slick,
professional and engaging. The potential to raise awareness of and funds for both
your organisation and cervical cancer through digital medium is vast.
Opportunity to reach thousands of people in seconds delivering key messages with speed.