Communications Optimisation: Boosting Community Engagement

Communications Specialist

Content Writer

Copywriter

Google Docs

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WordPress

Client Case Study: The Immigration Evaluation Institute

Client Overview: The Immigration Evaluation Institute (IEI) is dedicated to providing high-quality training and resources for mental health professionals and therapists working with immigrant populations.

Challenges Faced: IEI approached me with the goal of increasing brand visibility and engagement within their target audience while also effectively communicating updates about course developments, partnerships, and community resources.

Our Approach:

SEO-Optimised Blog Development: I crafted two monthly SEO-optimised blog posts designed to resonate with mental health professionals and therapists interested in immigration-related issues. These blogs addressed pertinent topics, offering insights, advice, and solutions to common challenges. I also developed a quarterly content plan and accompanying strategy that connected to the core business messages, to aid development of content that aligned with company values and mission. By strategically incorporating relevant keywords and engaging storytelling, I aimed to inspire and motivate the target audience while improving search engine visibility.

Brand Awareness EDMs and Newsletters: To keep IEI top-of-mind among its audience, I developed brand awareness EDMs and newsletters. These communications highlighted recent course developments, new partnerships, and valuable community resources. Newsletters focused on a mixture of blog promotion and relevant messaging, alongside eDM series that focused on generating interest and engagement in new course offerings or resources, incorporating strong CTAs and audience buy-ins. By focusing on delivering valuable content and fostering a sense of community, I strengthened IEI's relationships with its subscribers and encouraged engagement with its offerings.

Results Achieved:

Increased website traffic: SEO-optimised blogs contributed to a significant increase in organic traffic to IEI's website, improving its visibility among relevant search queries.

Enhanced brand engagement: The brand awareness EDMs and newsletters garnered positive feedback from subscribers, leading to higher open and click-through rates and increased interaction with IEI's content and offerings.

Improved brand reputation: By consistently delivering valuable and informative content, IEI was able to establish itself as a trusted authority in the field, further solidifying its reputation among mental health professionals and therapists.

Conclusion: Through a strategic combination of SEO-optimised blogging and brand awareness EDMs/newsletters, I helped The Immigration Evaluation Institute strengthen its online presence, increase brand engagement, and effectively communicate its offerings and updates to its target audience.

"For couple of years, Elaine has been writing the newsletter and blog articles for my company. In that time, I have seen a huge increase in email open rates and engagement. Her blog articles and always carefully crafted, insightful, and engaging. I appreciate how easy it is to work together - she took the time to learn about my courses and my clients and intended audience, as well as my voice. Everything she writes is very authentic and sincere. In addition, she is very creative and will often come up with a great topic for a blog article that is very relevant to what my audience is craving."