Portfolio #3 - Australian Multi-Cultural Communities United
Project Overview
About AMCCU: Australian Multi-Cultural Communities United
Limited (“AMCCU”) encourages, endorses, and fosters reconciliation, acceptance and co-operation between the different races, ethnic and religious groups living in Australia to bond them into one community. It supports the social and economic integration of migrants and new community members. It promotes the multi-cultural diversity of food, film, music, dance, fashion, art, languages, customs, and traditions in Australia.
My Role: During my time at AMCCU United Ltd, my dual role encompassed managing and enhancing both the AMCCU and Interracial Love websites. This was crucial as the Interracial Love site was being prepared for significant exposure due to an upcoming television show, with a focus on maximising application submissions, while continuing to support AMCCU’s broader digital presence and engagement initiatives
My Key Responsibilities
1. Dual Website Management
- Interracial Love Website Preparation:
- Implemented strategic enhancements to optimize the Interracial Love website in anticipation of its feature on a television show.
- Tasks included overhauling the site design, improving navigation, and optimizing content for SEO to increase visibility and application submissions.
- AMCCU Website Continuous Improvement:
- Concurrently managed updates and optimizations for the AMCCU website, ensuring it remained effective in promoting multicultural understanding.
- Regularly updated content, implemented SEO improvements, and made usability enhancements to ensure consistency in user experience and messaging across both platforms.
2. SEO and Content Strategy
- Targeted SEO Implementation:
- Conducted detailed SEO audits and keyword research for both sites.
- Applied best practices to enhance organic search rankings and drive targeted traffic.
- Content Development and Optimization:
- Worked closely with content teams to produce and refine web content that was engaging, informative, and aligned with the goals of each website.
- Ensured the content catered to the respective audiences of each site
3. Analytics and Performance Monitoring
- Performance Tracking:
- Utilized Google Analytics and other tools to monitor the effectiveness of the websites.
- Focused on metrics such as user engagement, conversion rates, and overall traffic to gauge success.
- Insightful Reporting:
- Provided comprehensive reports to stakeholders, detailing progress and outcomes from digital marketing initiatives.
- Offered data-driven recommendations for ongoing improvements based on analytics insights.
My Result and Impact
Image: AMCCU Google Analytics Website Traffic
Australian Multi-Cultural Communities United
- Achieved a significant 79.3% reduction in bounce rate, demonstrating the website’s enhanced ability to engage visitors effectively.
- Increased Traffic: Substantial efforts in SEO and content optimization led to a marked improvement in site traffic, enhancing user engagement.
Interracial Love Project
- My contributions to the Interracial Love website were crucial in its preparation for a major promotional push tied to its feature on a television show. The enhancements made to the site’s appeal and usability led to an increase in sign-ups, significantly contributing to the project’s success.
- Revitalized the website content to better resonate with the target audience, integrating culturally relevant themes and accessible information that facilitated a deeper connection with visitors, further driving engagement and participation in the program.