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Aspire of WNY: Website & Social Media

Situation

Aspire of Western New York helps children and adults with developmental and similar disabilities live their lives to the fullest. An important component of their mission is community outreach and education, but over time their web presence had grown obsolete and the agency had yet to take full advantage of the opportunities offered by social media to connect with their constituencies.

 

Action

JFG built an entirely new website for Aspire on a WordPress platform, which was easier for internal stakeholders to manage and for end users to navigate. JFG migrated existing content from the old site and carried over much of the previous functionality while streamlining the site’s architecture and adding capabilities the old site was lacking, including a greatly enhanced search function. The new site better reflects Aspire’s brand image and was constructed from the ground up with SEO best practices in mind.

JFG helped Aspire develop a social media strategy designed to engage with and grow their audience, drive traffic to the website, and share information related to its offerings. These efforts began with the creation of a posting calendar to ensure a steady cadence of fresh content while remaining responsive to demanding circumstances as they arise.

 

Results

Aspire’s new digital communication strategy and capabilities were soon put to the test. Employees were able to post information and updates relevant to the COVID-19 pandemic to the website and over social media in real time. The communication team’s increased agility and access to improved technology is quickly improving outreach and boosting their SEO ranking:

  • Gained 444 positions from January to April 2020
  • 86% more organic website sessions from March-April 2020 compared to January 2020

 

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