Greater Vancouver Food Bank Adwords Campaigns

About The Company

The Greater Vancouver Food Bank (GVFB) is a non-profit organization dedicated to providing food and related assistance to those in need.

From collaborating with dietitians at Vancouver Coastal Health to training 150 Community Kitchen Leaders last year, GVFB is moving from a traditional food bank model to one that focuses on food quality, food literacy, and food access.

Objectives

• Improve brand equity and online value for donors and partners alike
• Improve overall content strategy and user experience and to make the site more engaging and easy to navigate
• Dramatically improve the usability, search-ability and browse-ability of overall site content to encourage return visits and drive value for users
• Provide greater device accessibility through mobile-optimized responsive design
• Improve search-ability, browse-ability, and filtering of the Service/Program catalog for great accessibility
• Implement success stories to help build trust and credibility
• Grow social engagement and incorporate an embedded social feed

 Adwords Campaigns

Overview

AdWords is a Google advertising engine that helps businesses drive traffic by promoting their brand when specific words and phrases are searched.
AdWords works on a price-per-click (PPC) model, with the cost determined by your results and always within your budget scope.

Getting a good return on ad spend (ROAS) can be challenging, and most brands running their first AdWords campaigns burn through their budget without seeing any appreciable return. That's where we can help.
Just because people are visiting your site, doesn't mean that those visits are converting into business.
Factors contributing to return on ad spend (ROAS) from AdWords are your market size and share, trust scores, keyword traffic and relevance, website usability, budget, geography, and external factors like season and current affairs.
Mobile-friendly sites are prioritized in Google search results, meaning that if your site isn’t just as functional on a cell phone or tablet as it is on a desktop, you’re likely to lose valuable exposure and traction.
Even when you’ve covered the bases, knowing whether or not your AdWords campaign is performing at peak is difficult without the right analytics and wherewithal to strategize growing the results.
Sure, you spent $1000 on clicks, but how many of those visitors turned into customers? Was it 1-in-90? Is your AdWords campaign 10% effective or 70% effective?
Effective campaigns and SEO also rely on keywords that are meaningful, descriptive, and enticing, and making sure that when someone does click on an ad the experience of landing on your website isn’t a surprise.
AdWords campaign management is just one part of a successful digital strategy that includes brand awareness, brand positioning, and a stellar user experience. Driving visitors to your site does no good if your content, site structure, and site design can’t keep them there by helping them easily find what they want and making what they find engaging.

Brand Positioning

Overview

People are 70% more likely to buy from brands that they recognize and trust through following them in blogs and on social media. As such, brand positioning is central to content, design, and marketing strategy.
Brand positioning is central to content, design, and marketing strategy. Our process starts with getting-to-know-you conversations to learn about your business and its goals.

There can be no strategy if you don't know who you are and where you're headed. What you offer and how you differ from your competition are crucial to every part of your digital strategy.
Who is your audience, what do they want and need, and how do they want to engage with you?
The way we plan and build your site and the digital strategy surrounding it are all based around what your visitors need to do, and creating the ideal experience for them in which to do it.
We work with you to map and define the boundaries and identity of your brand, so that you can get on with the business of building it.
We can help with brand management support including social media and content recommendations, or work with your marketing team to make sure the brand you’re trying to build finds resonance with the audiences you’re trying to reach.
We also offer brand and logo design, if your business needs help visually capturing the essence of your culture and your story through a new or redesigned image.
Although it sounds complex, positioning your brand doesn’t require a giant marketing budget. A strong website regularly updated with original, high-quality content, and a simple but consistent social media marketing presence are all you need to get started.
Fostering a customer-driven strategy is what will help it grow.

Content marketing

Overview

Content marketing, sometimes known as brand journalism, is the process of creating and distributing quality content that gives your target audience what they want and need while positioning your business as trustworthy experts – while hopefully building a loyal customer base.
Shopper habit reviews reveal that 84% of buyers research their purchases before committing, and the average buyer consumes five to ten pieces of information during this research. Good content marketing aims to place you in front of people making those decisions, and make your business the one that people think of first for your products or services.
Content creation should be informative, creative, and consistent. Give your potential audience what they want by finding out their pain points and most often-asked questions, and providing answers.
Have you ever had your heart set on making a purchase, and then read an article that changed your mind? It probably succeeded because it gave you new information from a more reputable source.
Another brand’s content reached you, gave you that information, and you trusted it enough to change your mind.
To become a trustworthy source of solutions for your customers’ problems, your content needs to be consistent, both in quality and in frequency. And to effectively impact your search ranking, you need to create enough new quality content each month to satisfy the current Google algorithm.
Content marketing has made great leaps, moving away from brands cranking out hundreds of short pieces overstuffed with their SEO keywords. To please search algorithms, content has to meet quality standards and is ranked based on user behaviour. Today’s content marketing is focus on engaging users by solving their pain points and showing a more human side of your business.
If a visitor quickly bounces from your page to return to their original search, that tells Google that they didn’t find what they were looking for. Instead of just keywords, search is now also driven by phrases, and by user experience. Content that satisfies the reader’s query is considered the most valuable, and ranked the highest.
Content marketing isn’t limited to text, either. The visual content, navigation, and overall user experience of your blogs, services, and overall site play a huge part in whether it succeeds with your audience. It can be overwhelming, but that’s where we come in.
Our experienced copywriters and content strategists can help combat the strain of finding time to create quality, strategic content by researched topic recommendations, or by producing and publishing it for you, so that you can focus on your business and your customers.

SEO & ANALYTICS

Overview

There is an increasingly major need for businesses to gather data, and to make sense of what the numbers are saying. Being able to comprehend and leverage the awesome power of analytics can mean the difference between a site's success and failure.
Growing your business shouldn't be scary, and neither should growing your exposure. It's easy to feel overwhelmed by all that data. We can work with you to develop an SEO strategy that's interesting, quantifiable, and that mitigates the risk of stepping into deeper digital waters with your company's online presence.

We'll assess how your site currently performs, identify areas that need to be strengthened, and define a clear path to help you better inform, engage, and connect with your audience.
You can't strategize in the dark. For this reason data-driven analysis (analytics) needs to be at the heart of your digital strategy.
We’ve got a solid analytics track record. We’ve helped the Pacific Centre for Reproductive Medicine increase their Year-over-Year (YoY) traffic 90% since January 2015, and mobile traffic by 107%. This success came from our understanding of and attention to analytics to shape and drive their digital strategy.
Our team has skilled SEO strategists who understand the current search algorithms, and how to navigate pleasing them so that your site turns up higher in results. We can provide monthly SEO recommendations on keywords and topical optimization to implement in your content strategy.
If you don’t have an online presence, or it’s failing to perform, we can help by interpreting the story your numbers are telling and identifying important areas that need improvement – and strategizing how to accomplish it.
Once you’re set up and building momentum, we’ll walk with you and monitor performance to continually tweak and build upon successes. Your story is important, so we help provide the tools to make sure it reaches the right audience.

The site you have now won’t be the site you’ll need in a year. Consumer and business trends change at an ever-increasing pace, and website owners need to be able to adapt and respond with new data-driven strategies. We can continue to work with you to ensure your site is optimized for peak performance.


 SOCIAL MEDIA REFERRAL

Overview

Social media is a crucial part of marketing strategy for all businesses, whether they are B2B or B2C, non-profit or international brands.
Social media marketing is more than just using "the Twitter". It's familiarity with the attributes of each social platform, and ensuring your brand is utilizing the ones that best suit your marketing needs.

It's understanding current social trends and how to tap them to leverage your marketing efforts, and using the right tools to place your content in front of those who need and want it most.
With the ever-increasing rise in mobile access to social networks, social media is the quickest, easiest, and most genuine way to engage with your potential and existing customers.
With upwards of 70% of buyers saying they make purchases from brands they trust and follow on social media, there is no denying the need for every business to have a strong social media presence.
From quick meal ideas and recipes to the best place to get brakes repaired, from style tips to reviews of universities and medical practices, people turn to social media for everything. Without a social media presence, your business is missing out on the simplest, friendliest, most economical form of marketing.
No matter how gorgeous your visual content or compelling your blogs, they aren’t going to market themselves. Social media is where you share your content to build trust, establish your expertise, and nurture your brand’s reputation.

Phase 1

Prototyping

The Food Bank provides invaluable services for families throughout Greater Vancouver. For many Vancouverites the Food Bank means the difference between starvation or malnourishment and an amenable quality of life. British Columbia also has the highest child poverty rate in Canada, with one-in-five children considered statistically poor; children are direct beneficiaries of food banks.
Making sure those visitors to the site could access the most crucial services quickly and easily was the primary focus when laying out the site. Whether someone wants to donate funds or food, volunteer their time, or find help when it’s needed – it has to be easy to get to. We worked with GVFB to reorganize and prioritize their existing content in order to drive traffic to their site, and present it in a way that makes it easier for viewers to engage directly.

Phase 2

Style Concepts

Success for the Greater Vancouver Food Bank's website is measured in the impact for the families and individuals it helps. As such, the emphasis for the look and feel has to be people-focused and able to foster the spirit of giving. Images of active projects, like sustainable food initiatives and food donations, show people interacting and helping one another. Whether donating food or looking to volunteer, the engaging online experience reflects their brand and their people.

Phase 3

Bringing It All Together

We didn't want the Food Bank's mission getting lost amid communicating everything they're involved in doing, because they do a lot. We designed a site that emphasized giving and ease of access, with a sophisticated lack of complexity. Everything is accessible from their homepage, with high-level summaries of their services, upcoming event highlights, and opportunities to give.

Strong calls to action give visitors the opportunity to dig deep and learn more about the ways they can contribute, volunteer their time, and do more to help out in their communities. Viewers can drill into each of their services, catch up on news from the Food Bank, and get involved as individuals, families, or corporate teams wanting to lend a hand.