An Urban Community Center and its Online Brand
Creating an attractive, urban brand coupled with easy site navigation to make the Newburgh Armory Unity Center's website accessible to
multiple audiences was a top level goal H2 Studio was tasked with.
Showing two sides of Armory
The leadership at the Armory emphasized that presenting
the two sides of the Armory to all audiences was important.
The Armory offers learning opportunities, sports, community activities, and facility rentals.
The leadership partitioned the offerings into two sides:
The Armory has a stable of rentable spaces ranging from an indoor soccer field, with artificial turf that can accommodate concerts, games, and expos, to an outdoor field that hosts rodeos and carnivals, to indoor basketball courts, and conference rooms. The Armory also has a full kitchen for event refreshments.
One goal of the site was to make it easy for any interested party to find the site (proper SEO and accessible forms) in order to rent the various spaces.
The Armory offers literacy programs in tandem with Mt. St. Mary College and SUNY New Paltz. It offers citizenship classes and adult literacy classes.
By renting out its extensive facilities, the Armory is funded and able to offer these educational programs to the people of Newburgh, N.Y.
Securing a Google Adwords Grant
H2-Studio applied for and received a Google Adwords Grant providing the Armory
with a Google Adwords Grant. Currently, this grant advertises the
programmatic offerings at the Armory.
Newsletter sign up
With organic traffic driving in from properly SEO'ed pages and blog posts, combined with traffic the Adwords PPC campaign has generated, the Armory has enjoyed average monthly visits of about 7000 website visitors a month. Many of these visitors have opted in (the Armory uses an onsite hello bar) for the Armory Newsletter, to a subscribor list that grew to nearly 4000 contacts.
When the Armory hosted local native General Petraeus at an Armory event, H2-Studio was able to utilize the newsletter to build a custom audience for a Facebook Ad campaign driving thousands of people to inquire about the event.
Subsequently, the Armory's Google Adwords Campaign has provided hundreds of thousands of website visitors with information about the USCIS's new, satellite office located at the Armory, in Newburgh, N.Y. The office provides information about visas, passports, and citizenship classes.
Content for the Community
We crafted a Facebook growth strategy (which included a new cover and profile design) with an aggressive publication calendar and post strategy. By reposting website blog posts plus sharing relevant, topical content frequently, our growth campaign resulted in an increase in FB likes to over 3000 likes and follows within six months of launching the website.
Promoted Facebook content
Utilizing simple promoted posts to the over 3000 Facebook friends and their friends, plus targeting by interest and affiliation (for instance: Veterans groups) continued to help build awareness for the Armory and for pennies on the dollar. The average campaign ran for a few days and cost between $15 and $20 for a promoted post, but netted many new page likes and newsletter sign ups