Following a recent strategy project that V Formation worked on with long-standing client FRAME, the charity identified a need to shift their approach and improve their digital presence, starting with the development of a new website.
FRAME, which stands for Fund for Replacement of Animals in Medical Experiments, is a medical research charity that has worked with V Formation for almost four years on a wide variety of projects.
A digital shift
In 2020, the appointment of a new CEO, Celean Camp, along with the onset of the COVID pandemic, provided the ideal opportunity for FRAME to review its marketing strategy and identify new opportunities and ways to engage with its target audiences.
The past year has seen a huge digital shift and charities face increasing pressures to adapt the way they engage with supporters and how they implement fundraising campaigns. To ensure that FRAME can continue its vital work, the charity knew it was important to recognise this shift and evolve its approach to take advantage of the opportunities it could bring.
It was quickly identified that FRAME’s existing website didn’t provide the necessary functionality to allow FRAME to grow and adapt to new pressures and challenges.
V Formation worked with FRAME to source a suitable website partner and following a tender process, digital agency Frogspark was selected to help develop the new website.
V Formation’s Jemma Taylor-Smith explains what FRAME wanted to achieve and how the project progressed: “With this project, we really wanted to provide the digital foundation for all of FRAME’s other activities. The website needs to effectively engage, educate and facilitate the conversation around animal testing and alternatives. One of FRAME’s main objectives is to be an educator and thought leader to help inspire change and their website is key to achieving this.
“Having a great user journey was a key priority for the new website, as well as being engaging, informative and a useful hub of information on alternatives to animal testing. When selecting a website agency to work with us, we really liked Frogspark’s previous work and approach, and felt that they would really bring our brief to life.”
“It was also important that the website provided a level of flexibility that would allow it to adapt as FRAME increases its activity,” Jemma explains, “the recent appointment of Fundraising Manager, Catriona Sinclair, has seen FRAME evolve its approach to fundraising campaigns and supporter engagement. The website needs to provide the functionality to allow for this shift which has included a streamlined integration with the Enthuse donation software.
Jemma adds: “The team all worked completely virtually on the project, never once managing to come together to meet in person. We collaborated effectively to agree on a design, write the copy, develop the functionality of the site and launch it – with a bit of home schooling thrown into the mix too!”
FRAME CEO Celean Camp shares her thoughts on the project: “I love the style and visual appeal of the new website, as well as the options it gives us for future development. The process also really helped us to think through this aspect of our communication style and how we can best meet the needs of our users by making information easy to find and understand.
“Since the website went live at the beginning of February, we’ve already seen an increase in traffic and engagement, with the number of website visitors increasing and users spending more time on the site.
“It was great to work with V Formation, who managed the project and helped us to develop a website that is engaging and clearly meets our current objectives and anticipates what’s coming later down the line.”
Celean adds: “This is just the start of the next stage of our journey and we’re really looking forward to building on our existing relationship with V Formation as our outsourced marketing and PR team as we continue to raise awareness of the use of animals in science and support those wishing to develop and use alternatives.”
Improve your digital presence
If you would like to chat to a member of the V Formation team about digital marketing and enhancing your digital presence, or just to find out a bit more about what we do, then we’d love to hear from you. You can call us on 0115 787 0206 or email email@example.com.