CASE STUDIES

NAFC

In 2021, the NAFC began working with ONE18MEDIA to expand their digital presence and extend their reach into local communities that lack affordable healthcare and clinics for the underserved. With ONE18MEDIA’s combined efforts, we were able to create a new website, write blogs, drive SEO up, and take the NAFC’s social media to the next level.

OUR APPROACH

Going into a Deeper Look

With a prolonged pandemic and many Americans lacking access to crucial healthcare services, the National Association of Free & Charitable Clinics has worked ardently to deliver to those in need. When the world entered lockdown and many were forced to stay inside, the NAFC stood up and banded together to provide for those who, as the organization puts it, “Fall through the cracks” of the American healthcare system.

In 2021, the NAFC began working with ONE18MEDIA to expand their digital presence and extend their reach into local communities that lack affordable healthcare and clinics for the underserved. With ONE18MEDIA’s combined efforts, we were able to create a new website, write blogs, drive SEO up, and take the NAFC’s social media to the next level.

A Fresh Coat of Paint

With the NAFC’s new website, we opted for a user-friendly experience. Through identifying the NAFC’s target audiences, ONE18MEDIA was able to create a simple layout that emphasized statistics, ease of use, and the ability to connect with a local clinic.

With 1,500 clinics in the NAFC’s network, connecting with local clinics was a key element in the organization’s website overhaul. With that in mind, ONE18MEDIA opted to place a location finder on the website’s landing page — a welcome convenience for NAFC’s target market.

According to Universal Analytics, the number of events (any form of user interaction or activity) that took place on the website between August 3 to September 13, 2021 totalled to 84,331. After partnering with ONE18MEDIA, the number of events between February 15 to March 28, 2022 skyrocketed from 89,471 to 124,062. That’s over a 38% increase!

On top of that, we completely re-organized the site, added new pages, and condensed information for ease of access for users. From February 16 to March 31, 2022, NAFC’s website recorded anywhere from 2,800 to 5,000 events a day!

SEO-driven Blog Copy

Search Engine Optimization plays a pivotal role in establishing an organization’s web presence. In working with the NAFC, ONE18MEDIA’s copywriter penned two blogs a month for the organization — each focused on specific keyphrases, an SEO-driven title, and a meta description. 

Some examples include:

Communicating with the client, we established blog topics for each month that demonstrate thought leadership and highlight prominent faces in the medical field. And with a strong emphasis on keywords relating to NAFC’s mission, we were able to drive web traffic up — receiving nearly 37,000 new users and nearly 50,000 web events from September 1, 2021 to April 21, 2022, just from organic keywords!

Being mindful when sprinkling appropriate keyphrases throughout the piece (subdomain, headers), optimizing images, and writing a lengthy blog post are healthy indicators that Google uses to boost a website onto its front page when searched.

Social Media Outreach Plays a Pivotal Role

Not only did ONE18MEDIA bolster the NAFC’s website presence, we also worked together with the organization to develop an appropriate social media strategy. For NAFC, we felt it was best to inhabit the digital spaces of Twitter, Instagram, and Facebook. We ultimately developed social media calendars for each site — with each platform receiving curated, well-timed graphics with accompanying captions three days a week. 

Overall, Q3 2023 has been a success on all three platforms.

On Twitter, the NAFC’s account made over 3,000 impressions (the amount of times a tweet has been seen) in Q3. Moreover, NAFC’s Twitter received an average of 8% in regards to Engagement Rate — that which includes Likes, Retweets, and other various interactions.

NAFC perhaps saw its biggest growth in March on Instagram. ONE18MEDIA’s digital strategy paid dividends on the photo-sharing platform for the NAFC — reaching 573 accounts (5.9% increase from February) and receiving 266 content interactions (23.8% increase from February). Their follower count also saw a 1.5% bump from February to 995 users.

Facebook, too, saw rewarding returns — reaching 2.784 accounts while garnering 8,205 likes, 177 page views, and 2,671 post engagements.

Paid Ads Work to Recruit Volunteers

Google Ads served as a powerful tool for NAFC to recruit volunteers for their many free clinics across the country. After running ads in the late Summer 2023, NAFC received more eyes on the Volunteer page than ever before!

Making a big splash with Impressions and a solid CTR, NAFC’s market penetration grew even further as a result.

We even created an ad to highlight the Volunteer Spotlight — where NAFC volunteers are highlighted for their exemplary work. With 723 Impressions and an 8.02% CTR, user interest was certainly piqued when it came to the Volunteer Spotlight!