Together with Donne.it we achieved important goals.
Donne.it
Client
Obiettivo Famiglia/Federcasalinghe
Services
Industries
About the Brand
Obiettivo Famiglia/Federcasalinghe is a non-profit, free and independent association. Since 1982, it has been proposing the cultural, legal and economic recognition of family work and of women in particular.
Today, the Association stands as a positive force, which wants to contribute constructively in the cultural revolution affecting the quality of life, both personal and professional, of women. Federcasalinghe has been committed for years to overcoming the profound injustices that characterise society.
Donne.it, Our Commitment to the Non-Profit Sector
For donne.it we have made a commitment to cover topical issues, fundamental to raising public awareness on gender issues. We developed an easy-to-navigate editorial platform, fully optimised for SEO, with active social media profiles designed to engage the community.
SAY engaged a team of 15 people in the Padua and Milan offices, with different skills and roles. Project management was entrusted to a Project Manager who coordinated the entire process.
Our method
The SAY Strategy for Donne.it
Donne.it has been completely redesigned with a new creative concept and a new image which has been transferred to a website that is easy to consult, mobile responsive, rich in content (more than 10 articles per month) and full of categories and subcategories that are constantly being updated (a total of more than 20 to date).
In parallel, we worked on an in-depth SEO activity, aimed at identifying search intent to be intercepted by the blog content. All of this was coordinated by an editorial calendar and by the sharing of guidelines for in-depth writing entrusted to an online editorial team comprising not only SAY but also Hub Editoriale, a partner in the project (to date, the editorial team consists of over 50 professionals).
We have also declined the creative concept on social media: the Facebook, Instagram and later LinkedIn profiles are the voice of donne.it. A crucial aspect iof the entire strategy was the work done to obtain access to the Google Ad Grants programme, a media plan that requires compliance with specific criteria in terms of project development and underlying philosophy.
To expand the Association’s catchment area, we created a section on donne.it for users to join the project through an easy and secure online membership system. Additionally, we developed another section for companies and organisations interested in supporting the project.
The Objectives
The objectives to be achieved were clear from the outset: Federcasalinghe needed to renew its image and expand its target audience with the ultimate aim of encouraging people to join the Association.
+
102547
Traffic
New users in 2020.
+
83
Keywords in the top 10.
+
3527
Social
New fans on Facebook in 2020.
+
57,8
%
Target F
26.36% 25-34 years and 22.55% 35-44 years.
Gender Pay Gap Calculator, a Campaign to Understand the Price We are Paying
The Experience of Donne.it
“Io Siamo is a declaration of intent as well as a challenge that we address to the entire social and political community so that every woman in her uniqueness, as well as all women as a whole, can see their rights recognised and be supported in the informed and guided fulfilment of their duties as well.”
Federica Rossi Gasparrini
National President of Obiettivo Famiglia/Federcasalinghe
Contact us
Get in touch with us to collaborate and create successful projects together.