By the Bridge
By the Bridge are a specialist, independent fostering organisation with regional offices serving over 170 Local Authorities. Foster parents go through a rigorous selection process and are trained so they have the therapeutic skills to support children with complex needs in order to provide a better chance in life.
Photography that is real, ownable and differentiating – not stock or library shots
Reinventing fostering recruitment
Designhouse were commissioned to completely rethink the approach and design of the By the Bridge website, the previous version was not performing as intended nor did it relay the true ethos and personality of the business and services. This was to sit at the heart of their digital communications strategy optimising connectivity between offline and online, paid, earned and owned media channels – the key motive was to ensure that the recruitment journey for potential applicants was vastly improved. The new site also needed to facilitate responses, reduce bounce rates, improve quality of leads, maintain brand leadership in fostering, diff erentiate from the competition and provide easily navigable information for all audiences.
A new information architecture was established that fi ltered key audiences, prominently drove recruitment and facilitated responses to highlight genuine enquiries, saving business resource and time. We captured the culture by commissioning a photoshoot to create own able and differentiating imagery together with a fresh new colour palette. A clear and simple, responsive layout was designed for use across all platforms.
It’s early days since launch but the quality of leads to enquiry has measurably improved by 20% and visitors are spending nearly twice as long, on average, on the site.
Designhouse have also created a number of engaging printed materials including a young persons ‘workbook’, which acts as an important record of achievement whilst in care.
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