Nurturing a Sustainable Community through Digital LENs

Nurturing a Sustainable Community through Digital LENs is a collaborative effort with 3 of my colleagues through Village Creative during my study at Fanshawe College

BRAND

London Environment Network

SKILLS AND SOFTWARE

Keyword Research, Market Research, Copywriting, Content Strategy, Google Ads, Campaign Management, SEO, Project Management, Pay-per-click, Social Media Strategy.

MOZ, Google Analytics, Google Ads, SEOSpider, Canva, Google Ads Editor

OVERVIEW

The London Environmental Network (LEN) is an environmental charitable organization based in London, Ontario that helps to protect our environment and build a more sustainable city through community effort.

With over 40 community groups and nonprofits, LEN fosters the growth of the environmental sector by offering promotional and event support, funding opportunities, and access to shared resources to help members achieve their goals.

One of its programs is the Green Economy London (GEL) which guides businesses for sustainability with waste, water, and emissions measurement. Working with downstream First Nations, LEN strives to restore natural areas and foster climate resilient communities, committed to addressing historical inequities for a just and vibrant community challenges.

CHALLENGES

Upon commencing this project, we were faced with 4 significant challenges

Engagement Amplification: Developing innovative marketing strategies to elevate the visibility of events and volunteer opportunities for LEN, connecting with a broader audience effectively.

Business Outreach: Identifying and engaging businesses aligned with sustainable practices to promote the Green Economy programme and showcase its mutual benefits as included in the campaign goal.

Digital Visibility: A significant challenge was conducting a comprehensive assessment of the LEN website and implementing search engine optimization (SEO) techniques to improve its online presence.

Content Development: Developing and providing training resources for LEN to create captivating content on social media platforms, tailored to their brand voice and audience interests to maintain and grow digital engagement.

STRATEGIC APPROACH

In response to the identified challenges, I employed various strategies crafted with precision, leveraging digital tools and creative content which included; 

  1. Developing a comprehensive content calendar, with a detailed schedule of posts tailored to peak audience engagement times and resonate with the audience, sparking conversations around sustainability and community action.
  2. Leveraging the Google Ad Grants program for non-profits, I initiated a targeted Google Ads campaign. I meticulously selected keywords that resonated with our target demographics and crafted compelling ad copy that echoed the core values of LEN and the Green Economy program, to amplify our message to a vast audience without traditional advertising costs.
  3. Conducting a comprehensive SEO audit to optimize LEN’s online presence 

DIGITAL CONTENT PLAN

The content plan was aimed at sparking curiosity and helping to gain knowledge about LEN and other environmental concerns with a content pillar of 80% Educate, Inspire, Entertain, and 20% aimed at Promoting the Organization.

CONTENT CALENDAR OVERVIEW

WHAT to Post

  1. Over 30 contents and templates prepared for the client.
  2. Variety of content themes
  3. Post, caption & hashtags
  4. Single images, carousels, videos, infographics, stories & polls format

WHEN to Post

  1. Consistent scheduling
  2. Effective posting times
  3. Day, date & time

WHERE to Post

  1. Caters to each platform’s user demographics
  2. Instagram & Facebook
  3. Cross-posting strategies

THE SEO AUDIT

THE GOOGLE ADS CAMPAGIN

RESULTS AND TAKEAWAY

Our strategies yielded significant results which include:

  1. The targeted Google Ads campaign achieved an impressive 29.69% click-through rate, as a result of effective ad copy, keyword relevance, and strong precedent for future campaigns.
  2. An in depth into the client site and what can be improved in order to rank higher onn SERP and a great Domain authority.

 

Takeaways Provided for the Client

  1. An in-depth market Research Document.
  2. A comprehensive tailored social media strategy document
  3. Social Media Templates and Content Calendar
  4. Google Ads Asset
  5. An in-depth comprehensive SEO Audit of their website.

MY CONTRIBUTIONS

Keyword Research
I was responsible for researching and Identifying ​some keywords relevant to the campaign. I utilized ​Google Keyword Planner for this particular task.


Content Strategy
Played a key role in drafting copy for each social ​media post and also came up with the content ​creative direction.


SEO
Collaborated to carry out the SEO audit of the ​London Environmental network, particularly ​focusing on the User Experience aspect and ​Link Building.


Project Management
Ensured that all team members carried out their ​tasks diligently with regular updates and check ins, ​ensuring that every team member was aware of their responsibilities.

Google Ads Optimization
Collaborated to load the Google ad asset into ​the Google ads platform and also fine-tuned  campaigns for peak performance, balancing ​the generous Google Ad Grant with a sharp ​focus on conversions and engagement.