Case Study: CaringBridge | Nighthawk Marketing

Our Contributions

Strategy Consulting
Web Design
Web Development
Testing & QA
Content Development
Graphic Design
Social Media

Technologies Used

Convio

CaringBridge debuted in 1997, as a way for seriously ill people to create one central, online page that could keep friends and relatives updated about their health changes. Since then, the site has recorded nearly two billion visits. Founder Sona Mehring was looking for ways to expand services and deepen the connections made through the site.

CaringBridge teamed with Nighthawk Marketing to help launch their new brand awareness campaign. Our services ranged from social media to web design and development.

Project Highlights

"Share Your Heart" Microsite

We designed and developed a user-generated video tool where each site visitor could create and share a customized video. The video-optimized tool offered playback across mobile types and designed for social sharing. CaringBridge had backend administrative control to review and approve photos.

CaringBridge Share Your Story Homepage

"Share Your Story" Microsite

We designed and developed a user-generated microsite to let site users share their stories with friends and family. We developed a pre-designed video template that asked users to create an orange or white heart (the colors of the heart in the CaringBridge logo) with an inspiring word or a loved one's name on it. Users then uploaded a photo, and it is added to the video.

Social Media

CaringBridge had several social media channels they maintained on a daily basis and needed to create content around campaigns, engagement post, images, and themes. The looked to Nighthawk Marketing to develop a library of monthly social media content available for their Community Engagement Strategist to keep their social channels growing and engaging while being creative about inserting their organizational offerings.

The first objective was to establish the credibility of their mission and provide reasons to connect with their social audience. They wanted to create content that makes people passionate about what they see and share it with their communities or take action to engage with them. The second objective was to increase engagement and inspire spreading the word about CaringBridge through fun, shareable, engaging posts. They were trending on the low end and needed to ramp up the amount of content that would truly engage their audience.