Case Study: Craft Council of British Columbia

ABOUT THE CLIENT

Craft Council of British Columbia’s is a charitable arts service organization which supports all stages of artistic practice in the craft sector; creates opportunities for artists to exhibit, sell and produce art; provides a voice for artists and craft organizations and aids in the development of active communities around craft.

INDUSTRY

Non-Profit

COMPANY SIZE

Five to Ten Employees

PROJECT TYPE

  • SEO + Website Audits
  • Local SEO
  • Digital Marketing

CHALLENGE

Craft Council of BC was facing technical website and SEO challenges that were affecting their operations and brand exposure of the organization. More, the organization didn’t have the internal expertise with developing a roadmap and executing digital marketing campaigns to promote its value, member benefits, and services. This was creating opportunity cost for the organization to further enhance its brand awareness and attracting prospective artists to becoming members and customers to its retail shop on Granville Island.

SOLUTION + EXECUTION

RW Digital performed technical audits of the organization’s website and Google My Business account and identified critical elements that needed to be optimized such as listings its services on Google My Business, implementing a new Google Analytics code for their temporary website, and restructuring the information architecture to improve the user flow.

RW Digital also developed a project scope for fixing the technical issues that were identified in the audits and delivered and explained the audits and project scope thoroughly to the marketing team at Craft Council of BC. The to-do items in the audit and project scope were approved by the client prior to execution.

After the execution has been performed, a project deliverable report was created to keep the client informed of the changes and deliver complete transparency between the client and RW Digital.

In addition to the audits and project scope, RW Digital performed market research and developed a creative brief and digital ads to help the Craft Council of BC to promote its retail store because it wanted to acquire more foot traffic. The creative brief highlights creative concepts, targeted audiences, and design elements of the ads. RW Digital also performed the following:

  • Google Ads campaign setup
  • Keyword research
  • Google Analytics conversion goal setup
  • Google Tag Manager setup
  • Google Search Console setup
  • Structured data setup

RESULTS

Craft Council of BC has an improved Google My Business page optimized for local SEO and the technical SEO issues on the website have been fixed so the website is fully functional from the back-end and user-flow. Keywords on the website are optimized for the art and craft industry.

A digital advertising campaign has been launched which has generated more brand awareness for the non-profit organization its retail store.

“As a not-for-profit charity, we have limited tools for marketing, but working with RW Digital has helped us get on the right track to optimize these tools and reach out to a wider audience. Ray’s professionalism along with his technical marketing knowledge and skills
definitely make a difference when it comes to consulting services – audits, scopes, plans and deliverables, all on point!”
— ALEX M., MARKETING @ CRAFT COUNCIL OF BC

ABOUT RW DIGITAL

RW Digital is a strategic and technical digital consulting agency that provides actionable insights through digital analytics and develop and execute digital marketing roadmaps to help brands continue to grow their companies.

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