CASE STUDY

Habitat for Humanity

PROJECT

Digital Advertising Efforts to Increase Awareness

SERVICES

Digital Advertising

Details

Habitat for Humanity of the Chesapeake is dedicated to building homes, communities, and hope by bringing people from the community together. Serving the Chesapeake region, they focus on creating affordable housing solutions and strengthening communities through various programs, such as homeownership, donations, and volunteer opportunities.

Before partnering with Goldiata Creative, Habitat for Humanity of the Chesapeake sought to enhance its digital presence to better engage with potential homeowners, donors, and volunteers. They aimed to increase awareness of their programs, such as the ReStore Salvage program, Homeownership program, Planned Giving, and HabiCorps, while maximizing website effectiveness and improving the tracking of key performance metrics.

Process

Goldiata developed a comprehensive digital marketing strategy to help Habitat for Humanity of the Chesapeake achieve its objectives. Our approach was to leverage targeted digital advertising campaigns, search engine optimization (SEO), and website optimization to enhance their online visibility and engagement.

Digital Advertising Campaigns

We launched several targeted digital ad campaigns to promote key programs such as the ReStore Salvage program, Homeownership program, Planned Giving, and HabiCorps. The ad strategies included:

Google Ads: Utilized to capture search intent and drive traffic to the respective program pages.

Meta Ads: Deployed to reach a wider audience and encourage engagement with the programs.

Display Ads: Targeted specific demographics interested in volunteering, donating, or participating in Habitat’s programs.

Search Engine Optimization (SEO)

A thorough SEO strategy was implemented to improve Habitat Chesapeake’s search rankings and increase organic traffic. Key activities included:

SEO Audit and Recommendations: Conducted an audit to identify areas of improvement and provide actionable recommendations.

Content Optimization: Enhanced existing website content with targeted keywords and created new, SEO-friendly articles related to each program.

On-Page Optimization: Improved meta descriptions, alt tags, and fixed any technical issues that could hinder search engine performance.

Website Optimization

To maximize the impact of our digital efforts, we optimized the Habitat Chesapeake website for better user experience and conversion rates:

Improved User Navigation: Streamlined navigation paths to make it easier for users to find information on programs and how to get involved.

Conversion Rate Optimization (CRO): Designed and implemented a conversion-focused layout for critical pages, including donation and program sign-up forms.

Analytics Integration: Enhanced tracking capabilities to provide more detailed insights into user behavior and campaign performance.

Performance Tracking and Reporting

At the beginning of the campaign, we set up tracking mechanisms using Google Tag Manager and Google Analytics 4 to monitor campaign performance. This included:

Key Performance Indicators (KPIs): Established initial benchmarks to measure the effectiveness of each digital channel against industry standards.

Reporting Dashboard: We developed custom dashboard for the Habitat for Humanity team that dynamically displayed key metrics and insights.

Bi-Weekly Reports: Provided bi-weekly performance reports to Habitat for Humanity of the Chesapeake, detailing key metrics and insights.

Impact

Our collaboration with Habitat for Humanity, Chesapeake, resulted in significant improvements in online visibility, engagement, and program participation. We successfully aligned our strategies with their mission to bring people together, build homes, communities, and hope.