Anvil Media, Inc. Internet marketing consulting : search engines, advertising, direct response and public relations

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Case Study: LAF-OFF

Overview
LAF-OFF is an annual comedy charity fundraiser event designed to raise awareness and funding for the Campaign for Legal Justice, which provides legal aid services for disadvantaged Oregonians. LAF-OFF's leading sponsor, Fios, Inc., asked Anvil to help optimize the Web site to generate awareness and ticket sales for the 2005 event via a comprehensive search engine optimization (SEO) campaign.

Objective
The primary objective of the SEO campaign was to generate LAF-OFF ticket sales via increased search engine visibility for targeted terms. The secondary objective was to generate awareness for Campaign for Legal Justice.

Challenge
Anvil prides itself on supporting local non-profit organizations. The primary challenge with this type of engagement is the limited bandwidth and resources required to implement an effective SEO campaign. In addition, the timeline was relatively short for organic search: 3 months. Many sites, upon optimization, require months to see any movement in search results, let alone top ten visibility.

Strategy
Due to limited resources and time, Anvil focused optimization efforts on source code instead of site content. Anvil worked with Web site volunteers to ensure the site was properly optimized before submitting to top tier search engines.

Results
In less than 30 days, the site’s top ten visibility for targeted search terms like Legal aid fundraiser, Portland comedy and Portland fundraiser increased 100%. The site generated top 10 listings for generic charity and local searches as well as for names of specific sponsors, judges and competition participants. In addition, the site’s search engine visibility percentage increased 73% for the same time period. Ticket sales are going strong and expected to surpass last year’s event, thanks in part to the SEO campaign.
URLs
Legal Aid Fundraiser Charity Event