The CARE Action! Network project went through Mediacurrent’s full strategy process from initial Discovery all the way through to post-launch support, including a Creative Brief, Landscape Analysis, Personas, Content Audit & Gap Analysis, and SEO audit. While CARE's audience is humanitarian based, the core audience for CARE Action! is rooted in political activism. Audience research validated that this appeals to a younger audience, underscoring the importance of a high-performing mobile site experience and emphasis on social engagement.
Custom analytics and goal tracking were also implemented, providing a clear window for CARE Action! Network to track ROI, ensure their goals are being met, and guide future usability and content initiatives. Finally, key performance indicators such as increased email acquisitions were documented to serve as a benchmark for measuring future improvements.