The Los Angeles Boys & Girls Club approached Dooley Design Group in 2020, marking a continued partnership aimed at overhauling their online presence to better reflect the dynamic and vibrant nature of Los Angeles. Dooley Design Group’s mission was to diverge from the conventional club website format, which resulted in significantly enhanced user engagement, driving a marked increase in website activity and participation in the club’s programs and initiatives.
Project
Nonprofit Marketing for Los Angeles Boys and Girls Club, Los Angeles, CA
About the project
How We helped
- Innovative Web Design
- Content Development
- SEO Optimization
- Branding & Art Direction
- Marketing for Fundraising Events
- Custom Illustration
Innovative Web Design
In this website redesign, Dooley Design Group aimed to capture the essence of Los Angeles culture within vibrant patterns and joyful designs on each page. Dooley Design Group led the team that developed the custom WordPress web template that was distinct and set Los Angeles Boys & Girls Club apart from typical Boys and Girls Club websites.
Dooley Design Group designed a vibrant, out-of-the-box web template that was easy to use and nice to look at. This custom web design also included mobile responsiveness across all devices.
Content Strategy & Development
Driving Engagement with Authenticity
Dooley Design Group developed impactful website content that resonated with the nonprofit’s mission and goals to ensure the website’s message was clear and compelling. With an understanding that every section of the website serves a specific purpose, this focused and clear content successfully supports user journey and has increased engagement.
SEO Optimization & Local SEO
On-page SEO, Technical SEO, Backlinks, & Website Health
Considerations for SEO were integrated from the technical to the creative aspects of the project, ensuring that site elements like image filenames and image alt tags were optimized. The content was developed to attract and meet the needs of the club’s target demographics.
Identity Branding & Art Direction
Dooley Design Group updated the club’s visual identity and style guide, giving it a boost with vibrant colors and a fresh design language that mirrors the energy and diversity of Los Angeles. This new branding was fundamental in repositioning their digital image and reinforcing brand association.
Marketing for Fundraising Events
Dooley Design Group developed a distinct branding strategy for their fundraising events, creating a cohesive set of digital and physical marketing assets for events, designed to attract and engage the community. The events included the Los Angeles Boys and Girls Club Annual Gala fundraiser, as well as the LA Marathon. To appeal to a diverse Los Angeles audience, which often includes celebrities, the client requested custom illustrations for their event invitations. These hand-drawn illustrations were designed to reflect the chosen themes for each event, engaging the audience with a captivating visual story.
Email Marketing Campaigns
Dooley Design Group was asked to develop basic email marketing templates and select fundraising campaigns aiming to deepen connections with donors and to call community members to action to support the Los Angeles Boys and Girls Club. Dooley Design Group worked with the fundraising committee to align the designs to their campaign goals.
Site Map Information Architecture
A core aspect of Dooley Design Group’s role for the Los Angeles Boys and Girls Club website was to overhaul the user experience and interface design to ensure the website was not only visually stunning but also user-friendly and intuitive. Dooley Design Group conducted a comprehensive analysis of the current website to identify usability challenges and areas for improvement. Following this analysis, Dooley Design Group crafted a redesigned site map with information architecture that prioritized ease of navigation and logical flow of information.
