Opportunities for a Better Tomorrow (OBT) helps disadvantaged youth and adults recognize their own self-worth and advance towards self-sufficiency and financial security through job training, academic reinforcement, improved life skills, job placement, and support services. The level and scope of their programs span from language classes for immigrants to specialized classes in technology and medical services, as well as internships with reputable organizations.
OBT needed a new site that paid homage the organization’s incredible 30+ year history while bringing them into the 21st century. They lacked the digital presence needed to be found by prospective students and employment partners, and they were not utilizing the Google AdWords grant.
What We Did
In 2015, Whole Whale worked with the OBT team to rebuild their web presence to better serve their operational goals. One year after the project, OBT’s traffic has increased by 500%.
Analytics + Impact Mapping
Whole Whale did a qualitative analysis of OBT’s institutional assets and goals as they related to the website. We set up Google Analytics to better track the website’s key performance indicators, and custom dashboards were configured after the site launch to make sure staff could measure the performance of their digital content.
We designed and developed a website to tell their story and at the same time appeal to their core constituencies: students, employers, donors, and policymakers. The site was built in WordPress and the mobile-friendly design reflected the logo and branding of the organization.
In 2 months after the site was launched, the volume of site visitors increased, student applications were coming in at 4x the previous rate, employers were contacting OBT through the website for the first time, and signups to their newsletter had doubled.
Whole Whale also conducted in-person trainings with OBT staff on using the website’s content management system so that they could continue to create content and keep the website up to date. We also built their capacity for managing AdWords and monitoring digital analytics.
Google AdWords Grant
Whole Whale managed the OBT Google AdWords Grant to drive traffic and users to increase the organization’s reach in NYC. The staff was trained on managing the grant and, as with all WW clients, given free lifetime access to Whole Whale University courses to help train current and future staff members on the grant.