We established a new positioning statement and in turn developed a marketing strategy that works towards meeting newly defined objectives.
The previous incarnation of Particle was Science Network WA. For two years, traffic to the site had remained steady without growth. Their key traffic driving metric, email subscribers, had only increased marginally year on year. More concerning was the decline in overall traffic in 2015 and that only 5% of their web traffic came from their impressive Facebook following. particle.scitech.org.au
Scitech engaged us to drive traffic growth through a complete re-imagining of the site to attract a new demographic of users.
We had two objectives. Expand the readership to a new demographic, and better engage them. To tackle reaching a younger demographic a new brand for the service was created along with the new name; fun, animated and vibrant the brand was a drastic modernisation.
To engage the user base we created manual and automated email campaigns in conjunction with targeted Facebook advertising and search engine optimisation. Since launch this has seen a 5% increase in subscribers, a 30% increase in the amount of pages users are reading, a 29% increase in the amount of time spent on the site and a 12% reduction in the bounce rate.
Extensive work was done to ensure the design of the site was interactive, unobtrusive and optimised. Our article templates needed to cater for a wide range of uses from photo essays, long form articles, short video posts and more.
Further to this, a lot of adminstrative controls we developed to allow the team at Scitech the ability to prioritise articles and present popular content in an easy to use way.