Jo’s Cervical Cancer Trust Rebecca Shoosmith, Services Development Manager Digital Communication WACC International Network Forum, 9 th May 2011

What do we mean by digital?  Website / Search engine optimisation (SEO).  / general communications.  Social Media.  TV Ads.  What is ‘youth’ for us as an organisation?  Currently 20 – 35yr old women.  Next? Considering a micro site for younger women (from vaccination age).

Our digital work May 2010 rebranded as Jo’s Cervical Cancer Trust & re- launched website. The aim was to;  Increase awareness of us as an organisation and what we do.  Increase awareness of cervical cancer and how to prevent it.  Provide opportunities for women to communicate with us in ways that suit them.  Create opportunities to make them aware of;  News  What they can get involved in  Our services To achieve this in a simple easy to use way.

Website  Fresh new look and feel.  Regularly updated information either written or reviewed by experts.  Easy to use online forms.  Downloadable resources.  227K unique web hits in 2009/10.  265K unique web hits so far with forecast of 350K by year end in 2010/11.  We are now able to monitor exactly which areas of the site are most popular and helps us to target women even more effectively (even down to the words we use in our titles!).

Website

Search Engine Optimisation  Use of search engine optimisation company can help drive people to the site and our services.  We applied for a Google Grant. In the last 9 months this has given us $27K worth of free Google Ads resulting in even more people being driven to our website, our information and our services. The ads have been clicked 47K times.  A Google Grant gives you $329 worth of free ads per day.  The ads allow people to find you more easily and engenders trust in the organisation being bona fide.

Google Ads JCCT

/ General Comms  Important to ensure there is consistency / professionalism with communications.  Find the best way to stay in touch with people. How do they prefer to be contacted?  Our supporters like to know what we’re up to and we’re happy to share – regular newsletter and social media.

/ General Comms

Social Media  Casts a wide net and reaches many new supporters and service users.  Great way to publicly thank fundraisers and encourage others to get involved.  A useful vehicle for call to arms for projects and incentives.  Keeps those who no longer use our main online services through the website informed of items of potential interest.  Fun, lighthearted and relaxed way to interact with our audience.  Is in line with preferred communication for younger women.  You have to commit!

Facebook & Twitter

Why bother?  The majority of young women that we are trying to reach are online savvy.  It’s not enough to just be online you need to be slick, professional and engaging.  The potential to raise awareness of and funds for both your organisation and cervical cancer through digital medium is vast.  Opportunity to reach thousands of people in seconds delivering key messages with speed.