Case Study
CRAICCHS
Website and Social Media & Content Package
Cherbourg Regional Aboriginal & Islander Community Controlled Health Service (CRAICCHS)
provides a bulk billing GP clinic, and service centre of holistic health, wellbeing and community support to the Cherbourg and South Burnett Communities.
Client goals included:
CRAICCHS goal was to establish a strong Facebook presence and loyal following in order to connect with and provide better accessibility to the people in the Cherbourg and South Burnett Communities.
At the time of engaging Splice Marketing, CRAICCHS didn’t have a Facebook page. They required support setting up their main Facebook page, location pages, creating an instantly recognisable brand and publishing regular content to the platform.
CRAICCHS required a creative and modern website that was built-mobile first to cater for their local audience. The site was to be light on copy, highly visual and contain easy to digest content.
The main objective of the website was to help improve health outcomes and access for the Cherbourg and South Burnett Communities. This was achieved through mapping out the user journey during the website planning phase and through the creation and publication of educational health-related content.
A new page was developed for regular content publishing along with dedicated web pages for the services, programs and clinics offered by CRAICCHS.
The Process
Splice Marketing held a marketing workshop with CRAICCHS to identify marketing priorities. These included:
Building Brand Awareness
Creating a strong recognisable brand for CRAICCHS services in Cherbourg and Kingaroy to attract patients.
Social Media Following
Creating a loyal social media following with strong engagement.
Website Creation
Creating a highly visual and easy to navigate website with online booking forms and educational content.
Building Reputation
Strengthening CRAICCHS's reputation and awareness within the local community.
To achieve TBSCs marketing priorities, Splice Marketing delivered on the following marketing activities:
- Set up and optimisation of social media channel - Facebook
- Compliance management including disabling of reviews and blocking particular words from the page
- Facebook campaigns to encourage local community members to follow the CRAICCHS Facebook page
- Facebook advertising management leveraged to reach, educate and engage the community on health-related topics
- Six month content plan containing a variety of visual content
- Content development directed by the approved 6-month content plan
- Website design and development
- Tracking and reporting on all digital activities through the Splice Live dashboard and a marketing report meeting via Zoom at the end of each month
Social Media
Based on CRAICCHS goals and target audience, we created a six month content plan containing a mixture of blogs, infographics, videos and Facebook posts (with static and animated graphics). The content was educational, and created with the intention of driving engagement and building CRAICCHS reputation.
Each month we delivered:
- 5x Facebook posts (media graphics including photos and moving animated graphics)
- 1x Infographic
- 1x Blog
- 1x Templated Video.
Expertly Crafted Facebook Posts
Social Media Results
Website Design and Development
Splice held a website workshop with CRAICCHS to identify key messaging, website goals, website artwork (colours and themes), user journey mapping, required pages and layout.
- The creation of a modern, stand out website that appealed to the identified audience
- The creation of easy navigation by segmenting website content and user friendly page layouts
- The improved communication of the value and culture CRAICCHS offer their patients. Creation of stronger call to actions to increase bookings and calls from the website
- The option for live chat
- The development of contact forms
- Creation of clinic calendars
- Creation of a news page containing search functionality
- Onsite optimisation for improved search functionality
- Securing the site with an SSL certificate
- Setting up analytics to monitor website performance over time
- A website workshop, needs assessment and project definition
- User experience and user interface design – production of sitemap
- Delivery of website design concepts
- Website development in beta version of the approved design concepts
- Prelaunch onsite SEO activities
- Deployment of the final version of the website
- Website training for key staff members
Website Results
The Summary
Through targeted social media marketing efforts and a new website direction & development, CRAICCHS grew their following and increased exposure to their services.
- CRAICCHS saw a 210% increase in their total organic search numbers.
- CRAICCHS saw a 942% increase in their Facebook following.
- CRAICCHS saw a 2496% increase in total monthly reach.
- Paid search increased by 12370%.
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