When launching an integrated campaign, your website content should be aligned with the messages that your marketing and advertising strategies are communicating. This can be achieved through a main website when campaigns are brand awareness-focused, yet certain promotions – due to focus or size – may require a more unique web experience. Campaign-specific websites can achieve this, and have many benefits for both users and the brands themselves.

• USER EXPERIENCE: A campaign-specific site is tailored to a defined target audience, providing visitors with exactly what they are searching for and educating audiences on the unique message, event or product offering at hand. The design and functionality pinpoints the brand and message essence, allowing for clear communication that evokes an emotional reaction. There are no issues of irrelevant content or clutter, and urgency is established with a specific and direct call to action.

• CONVERSION: A well-thought out, campaign-specific website strategy moves a visitor to DO SOMETHING: sign up, donate, get involved, schedule an appointment, call, etc… When all of the other elements of a main website are removed and the call to action is focused throughout the design and content, the campaign message has a straight-shot to powerful results.

• TRACKING: When a campaign-specific website is implemented as part of an integrated campaign, all media vehicles and creative components drive traffic to a unique destination. All data captured – whether visitors, submissions, conversions, etc.. – can be linked back to the tactics implemented. This provides valuable insight into what does or does not work, allowing for a more strategic analysis and evaluation of results.

• SEO: While all brand, product, service and event information should exist on a company’s main website, a campaign-specific site creates the opportunity for unique, keyword-rich content that can be read and indexed by search engines. Links within the campaign-specific site to the main website also assist with link building, which is an SEO tactic that can increase rankings while improving the quality of traffic.

The implementation of campaign-specific websites can benefit almost any company or organization. Recently, Orange Label client UC San Diego took their donor-focused campaign strategy to the web for maximum impact. The Future of Care site targets donors interested in furthering the cutting-edge health care advancements taking place at UC San Diego. The campaign-specific site captures their interest through educational videos and visual representations of the Jacobs Medical Center, the cornerstone of the university’s fundraising efforts to grow the medical research complexes of UC San Diego. View the campaign’s website at www.futureofcare.com.

To learn how your marketing strategy can benefit from a unique web experience, contact Orange Label today.

As consumers are increasingly relying on their smartphones to seek out information, having a presence on the mobile web has become an important element in a comprehensive web strategy. Orange Label client, Recovery Now TV strives to be the leader in their industry in the digital realm and as a response to this shift, recently launched an integrated mobile campaign.
 
To engage with a mobile audience, Orange Label launched Recovery Now TV’s  optimized mobile website this month that detects when users are visiting from any smart phone. This enhanced website includes key features such as treatment-related videos, an informational blog, links to treatment centers and contact information with a click-to-call phone number, in a streamlined design that is easy to navigate from a small screen. A cost-effective mobile PPC campaign was launched in conjunction with the site, to drive activity and generate leads.

The inclusion of a mobile campaign has already proven to be a valuable addition to Recovery Now TV’s digital strategy (created by Orange Label Art + Advertising), as the launch has already resulted in facility admissions.