NJFPL’s Digital Rebirth

Key results

+63K% Organic Website Traffic Since Launch

Ranking for 3K Organic Keywords

Summary

New Jersey Family Planning League (NJFPL) has been a publicly-funded program under Title X since 1970. In 2019, the first act of newly inaugurated Governor Phil Murphy was to reinstate $7.45 million worth of funding for family planning in the state budget. NJFPL engaged with Katava Marketing to rebrand and market themselves in this new era.

LocationNewark, NJ

Cooperation period2018 – Present

Industry

Healthcare

ClientNew Jersey Family Planning League

Services used

SEM

SEO

Creative

Email Marketing

Website Development

Notable Impacts:

+63K% Organic Website Traffic

With the launch high-performance website with a fully responsive design, NJFPL went from virtually no digital footprint to a 63K increase in organic website traffic. Through strategic brand positioning, SEO plan and video marketing, NJFPL reached their audience from every angle on the web.

Ranking for 3K Organic Keywords

Custom content creation crafted to align with a keyword-rich SEO strategy help NJFPL jump from a couple hundred organic keyword to over 3,000 – resulting in thousands of engaged target audience members reaching the NJFPL website.

Challenges & Goals:

Brand Awareness

Challenges

Original brand was dated, unwelcoming & inconsistent
No marketing research was conducted to determine how to spend the new budget
No modern marketing infrastructure was established

Opportunities

Brand development workshop
Marketing research & strategy
Infrastructure setup (i.e. website, social, email)

Sensitivity

Challenges

Reaching target audience without breaking content policies
Making difficult sexual health conversation more approachable
Bi-lingual content required

Opportunities

Extensive content guidelines to determine tone & language
Pairing content with visual brand elements (i.e. infographics)

Measure Growth & Service Expansion

Challenges

With no existing data, there were no KPIs to create realistic marketing goals

Opportunities

Ongoing marketing management with daily performance monitoring
Establishing KPI’s, short-term and long-term goals
Increasing budgets year over year allow for expansion of service-related campaigns

Other Successes Include:

The NJFPL website launched in June 2019 and saw 25,512 sessions in the first year

By year two, our digital marketing efforts increased the website traffic by 195.25% (74,937 sessions). This is a result of a 360.25% increase in organic traffic and managing paid digital advertising.

In 2024, the NJFPL website reached an average of 6.9k session each month

About New Jersey Family Planning League

New Jersey Family Planning League (NJFPL) has been a publicly-funded program under Title X since 1970. In 2019, the first act of newly inaugurated Governor Phil Murphy was to reinstate $7.45 million worth of funding for family planning in the state budget. NJFPL engaged with Katava Marketing to rebrand and market NJFPL in this new era.

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