INDUSTRY
Nonprofit
CLIENT
Women Veterans Interactive Foundation
TIME
2022 – Present
SERVICES TYPE

Website Design

Social Media Marketing

Content Marketing

Email Marketing

A Legacy of Service

Women Veterans Interactive Foundation (WVIF) was founded by formerly homeless Navy Veteran, Ginger Miller, in 2011. Beginning as an initiative to empower and connect Women Veterans through community-building events and local service initiatives, WVIF grew into an official 501(c)3 nonprofit organization, impacting thousands of Women Veterans each year. Specifically, WVIF’s programs provide transition assistance, career advancement, empowerment, community connections, and crisis relief.
In addition to its national organization, WVIF has four local chapters in three states and the District of Columbia, which engage Women Veterans in those communities. The premiere event of WVIF’s calendar year is the National Women Veterans Leadership and Diversity Conference, which gathers Women Veterans in the DC-area for four days of professional networking, mentorship, workshops, seminars, healthcare education, and empowerment. Since its inception, WVIF has impacted over 10,000 Women Veterans across the country.

Nevertheless, She Persisted

When Ginger first reached out to Spicy Lemon Marketing, WVIF already had a strong foundation and a growing presence in the Women Veterans community. The organization had established an impressive reputation even when resources were stretched thin. Increasing numbers of Women Veterans sought out WVIF’s services. Local chapters were formed. Big-time sponsors began showing interest. Despite resource limitations, Ginger had a self-described “hard-charging” attitude, adopting a personal motto of “nevertheless, she persisted.” 
 
In 2021, as WVIF was poised to expand, Ginger resolved to delegate responsibilities that she’d previously managed herself or with the help of temporary contractors. Optimizing the organization’s digital presence was one area where Ginger decided to invest. Doing so, she felt, would support the organization’s growth in three key ways:
Build Brand Authority
Strengthen Connections
Drive Conversions
When Ginger first reached out to Spicy Lemon Marketing, we proposed a robust, omnichannel marketing strategy, which would establish WVIF as a leading voice for Women Veterans.

Aligning Purpose with Practice

As we began collaborating with WVIF, we worked with Ginger to identify opportunities to leverage existing energy and to revitalize plateauing strategies. Over six months, we implemented an omnichannel marketing strategy as described below.

1. A Website with a Badge of Honor

We knew WVIF needed to reach Women Veterans, donors, and other stakeholders across multiple platforms. For the project to be successful, we needed to re-awaken and connect existing marketing strategies, so that they could work together cohesively and engage with WVIF’s audience.
 
To achieve this, we started with the anchor of any omnichannel marketing strategy: WVIF’s website.

Website Development

WVIF had a single landing page that served as a central information space. While it was well branded and explained the nuts and bolts of WVIF’s programs, it lacked the power of SEO.
 
Using WordPress, we built a professional, interactive, multi-page website that is packed with important information and resources, and fueled by premium plugins that ensure functionality and SEO tools that make the website do the work it’s meant to do.
 
We built the website from scratch, implementing brand new, original content and professional design. Plus, we optimized every aspect of the site for user experience, SEO, and accessibility.
 
The website now includes:
    1. Dynamic homepage showcasing WVIF’s mission and services.
    2. Detailed About page that shares WVIF’s inspiring origin story.
    3. Separate space to encourage membership.
    4. Home to promote local chapters.
    5. Designated page to highlight specific programs and initiatives.
    6. Active blog with keyword-rich content.
    7. Interactive space to urge donors to give.
omnichannel marketing strategy

2. Conversion-Minded Content

As the new website served as a strong anchor point for the organization, we installed strategic content marketing activities, both in print and online, to enhance discoverability, strengthen messaging, and grow WVIF’s community.
 
To achieve this, we developed a regular blog, separate landing pages for major events, and professionally designed print materials.
blog for omnichannel marketing strategy

Blog

WVIF’s monthly blog is designed to educate, engage, and entertain the organization’s audience. Each month, we write and promote a new blog that aligns with WVIF’s branding and strengthens SEO. The blog regularly targets the Women Veterans audience by promoting:
  1. Resources and Events
  2. Honor and Leadership
  3. Transition Assistance
  4. History and Milestones

Landing Pages

WVIF’s busy calendar year is punctuated by two main, national events: the National Women Veterans Pink and White Empowerment Summit in Atlanta and the National Women Veterans Leadership and Diversity Conference, Gala, and Brunch Cruise in Washington D.C. Because of their significance, we developed separate landing pages for each event. Now, each landing page works cohesively with other digital strategies to:
  1. Build Awareness
  2. Drive Web Traffic
  3. Increase Conversions
landing page for omnichannel marketing strategy
omnichannel marketing strategy includes offline marketing

Print Materials

At WVIF, community is paramount. In-person support is critical to the organization’s mission. Because the organization holds frequent in-person events throughout the year, we designed numerous print marketing materials that build credibility, engage stakeholders, and promote engagement. These print materials include items to urge potential sponsors, educate and engage event attendees, recognize key supporters, and more. They include:
  1. Sponsorship Package
  2. Pitch Decks
  3. Promotional Banners
  4. Printed Programs
  5. Fundraiser Merch
  6. Fundraising CTAs

3. Connect. Engage. Empower.

As a digital extension of WVIF’s tagline, “Connect. Engage. Empower.,” we developed a multichannel engagement strategy. Regular, consistent social media marketing on WVIF’s main channels provides inspirational, educational, and informative content to build community and assist users on their post-military journey. A consistent email marketing strategy balances social media through personalized messaging and calls to action.
 
Our approach, described below, shows how this element of an omnichannel marketing strategy boosts discoverability, increases engagement, and drives conversions.

Social Media Management

We develop a monthly social media strategy to serve the organization’s relevant needs and meet Women Veterans where they are. Utilizing a project management platform, digital design platforms, and automated scheduling tools, we’ve increased the efficiency of the strategy, improved brand cohesion, and boosted engagement. This includes:
  1. Graphics and Videos
  2. Honor and Recognition
  3. Calls to Action
  4. Advocacy and Support
  5. Event Updates
omnichannel marketing strategy with social media
omnichannel marketing strategy with email marketing

Email Marketing

To personalize messaging, we developed a monthly newsletter, the WVIF Communiqué, which delivers a personal note from the CEO, highlights community news and accomplishments, and informs users on valuable opportunities. This strategy engages users consistently, and supports the organization’s other strategies including:
  1. Drives Website Traffic
  2. Increases Conversions
  3. Boosts Engagement
  4. Builds Loyalty

Results

Over two years, we implemented our omnichannel marketing strategy, and fine-tuned strategies along the way. In that time, WVIF achieved remarkable growth in its digital presence. Below, we compare data from the time at which SLM began supporting WVIF (around July 2022) to 2 years later (around July 2024).
omnichannel marketing strategy results

New Users

Approximately 16,000

Engagement Rate

71.08%

Search Ranking

Ranked #1: 3 main pages
Ranked Top 5: 2 main pages
Ranked Overall: 7

Load Time

 0.7 seconds desktop
1.6 seconds mobile

SEO Score & Best Practices

92 SEO Score
100 Best Practices

Donations from Website

$52,271

Facebook Organic Growth

2,480 New Followers

LinkedIn Organic Growth

1,522 New Followers

Average Engagement Rate

33% on Facebook

Lead Generation

6,233 new subscribers

Email Open Rate

56.32%

Email Click Rate

23%

Results like these are a prime example of the “invigorating” effects that a robust omnichannel marketing strategy can generate. In some cases, our strategies literally brought back to life efforts that had gone dormant. Now, WVIF’s enhanced digital presences allows it to focus on the important work: serving the Women who have served and sacrificed for our country.

Client Testimonial

Patient, practical and professional is the best why I can describe my experience with Spicy Lemon. Working with this amazing team is like having an in house marketing department. Their strategies and implementation have saved me a lot of valuable time that I now use to work on CEO level duties. They pay attention to every detail from branding, content, social media and more. ... Spicy Lemon assisted with filling a major gap we were lacking with targeted content and messaging. I highly recommend Spicy Lemon!
Ginger Miller
President & CEO, Women Veterans Interactive Foundation
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