CASE STUDY
Steps Public Art
Client: Steps Public Art
Date: January 1, 2023
STEPS Public Art
STEPS Public Art is a charitable organization that provides placemaking and public art installations in Canada.
The Goal
Expanding Reach and Amplifying Donorship
STEPS Public Art aimed to shift from a Toronto-centric focus to a national one, promoting their public art services across Canada. Additionally, they wanted to ensure their brand appeared prominently on Google when potential donors searched for public art-related keywords, solidifying their presence and encouraging donations.
The Problem
Scaling Up and Standing Out
While their website spoke specifically to the Toronto market, their portfolio had expanded nationwide. STEPS Public Art wanted to update both their website and their marketing strategy to market their services across Canada.
With a lasting reputation in the art community and their organization’s name on public art throughout the country, prospective donors commonly search for their brand on Google. STEPS Public Art wanted to make sure their, and not their competitors’, brand name appears on Google to be the first to receive donations.
The Results
First Page Rankings and Consistent Inquiries
Working with STEPS Public Art, we updated and optimized over 50 web pages based on their website analytics and third-party keyword data. We rewrote titles, subheadings, metadata, and content to use best SEO practices, and geo-targeted keywords and clearly describe their services to date.
Next, we identify goals and metrics and then set up the technology and processes to help their marketing department around analytics, Google Ads, and digital PR campaigns. Once the process was up and running, we trained and handed it off to their team.
The Solution
Comprehensive SEO Overhaul and Strategic Training
Today, they rank on the first page for keywords like “public art management” and “creative placemaking” across Google Canada. They also receive inquiries from artists, corporations, and community partners for their services from their website every month.
“It was an enriching experience working with Findable Digital Marketing. The small but mighty team is enjoyable to work with, extremely communicative, and really supported STEPS Public Art in understanding technical aspects of SEO, Google Analytics, Google Ads, and PR strategy to bring more awareness to our work in art, placemaking and community engagement in support of our national mandate in helping people find and experience public art. We recommend connecting with Findable if you are looking for support in digital marketing for creatives with a fun and competent team!”
– Grace Eva, Engagement Manager of STEPS Public Art
The Contributors
This project was created by the following collaborators:
- Strategy and Direction: Findable Digital Marketing
- SEO: Filomena Paoletta, Findable Digital Marketing
Our “Soil to Apples” Program
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