Veterinary charity PDSA is overhauling its digital marketing mix to bolster its presence online.

The announcement follows the appointment of digital communications agency Code Computerlove to handle the charity’s marketing across search, email and social media.

The charity plans to use digital channels to attract new supporters while engaging more with current ones.

The PDSA’s paid search pet insurance campaign will be one of the first to be reviewed by the digital agency, along with plans to conduct an SEO audit to identify how it can better integrate its Facebook, YouTube, Flickr and Twitter platforms with its site. It will also be exploring the corporate opportunities around professional network LinkedIn to rouse supporters.

Emma Thompson, ecommerce manager at PDSA, said the overhaul will concentrate not only ad campaigns but increasingly on communicating with its supporters across all online channels.

“The core aim of our digital marketing and social media activity is to help increase awareness of PDSA,” she said. “We see digital as a major part of our marketing and PR success and are keen to be ahead of the game in terms of online technique.”

As charities across Europe brace themselves for the EU ePrivacy Directive, Thompson said PDSA would be interested in seeing how others respond to the changes and highlighted the difficulties in communicating the changes to supporters.

Helen Jeffs, PDSA website manager, said “We’re well aware of the new ruling and are working out the best way to implement it.”


Published 9 June, 2011 by NMA Staff

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