London’s Air Ambulance has appointed Equimedia to overhaul the charity’s online presence, as the organisation prepares to celebrate its 30th anniversary in January next year.
The agency, which implemented a digital transformation project earlier this year, was appointed to the brief following a competitive web development pitch process.
The agency has been tasked with improving the website’s navigation and donor journey, while engaging existing supporters of London’s Air Ambulance through a dynamic content module – including patients’ stories and charity news (this publication is currently carried in print only to existing supporters), as well as integration with existing technologies and external donation platforms.
It is a wide-misconception that London’s Air Ambulance is funded by the NHS when it actually relies mainly on charitable donations to deliver their advanced trauma team to the Greater London area.
Part of the project includes an SEO migration to a .org.uk URL, as well as analytics configuration to accurately report on the new website’s performance and bridge the gap between marcomms and fundraising.
The project will include competitor UX analysis, SEO situation analysis, as well as technical systems and integrations review, design and a drupal (open source CMS) build, ensuring that the website is easy to edit and use, following project completion later this year.
London’s Air Ambulance director of marketing and communications Louise Robertshaw said: “It was crucial that we found a partner who would not only design and build a fantastic website, but really took time to understand our core challenges, as well as longer-term aspirations for campaign-led marketing and ensuring that the site was future-proofed for this approach. Equimedia have proved this to be the case through the process so far, and we can’t wait for work to get started and see it all taking shape.”
Equimedia chief operating officer Neil Evans added: “We’ve developed a productive relationship with London’s Air Ambulance over a period of time, through our consultative digital transformation project and can’t wait to build on this, delivering a functional and fit-for-purpose site, optimised to convert marketing traffic into value for the charity.”
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