Content Strategy and Solutions

Special bunny

House Rabbit Rescue and Adoption

Special Bunny House Rabbit Rescue and Adoption specializes in not only house rabbits, but special needs house rabbits. To call it a niche market would be a great understatement, but I’ve always found excitement working with new challenges and this was certainly no exception. Right out of the gate I came to a hurdle when I realized I had very little knowledge in regards to the world of house rabbits, and zero knowledge when it came to caring for a special needs rabbit. Luckily, spreading that information was one of their primary goals and their website held a wealth data answering nearly every question I had. After hours of reading one thing became blatantly clear, the website was so congested and redundant all of the wonderful content was buried deep below - unreachable due to navigational neglect.

every brand
has a story
& a Mission.

To rescue, rehabilitate, and rehouse special need rabbits. It is a solid mission statement — loaded with passion, compassion, and trust. It is intriguing (particularly to those new to the concept of house rabbits) while also providing an underlying feeling that they are a knowledgeable and credible source of services and information (which they absolutely are).

Content strategy and solutions.

the first step in working toward a solution was performing a content audit.

The content audit was a large undertaking, but it was a crucial element in understanding the user’s flow, needs, and general behavioral patterns while interacting with the website. There was loads of great content and information, but the mission driving the organization’s reason for existing was (no where to be seen?)

The
research

  • The focal point of the content audit was mapping all content across all platforms and generating a flow chart encompassing its entirety.

  • With special needs bunnies being my only source of user information outside of the already established experts connected to the non-profit, I immediately went to Instagram to see what exactly I was working with. Although it was an extremely niche community/marketplace, the behavioral patterns of those within the house rabbit channels were easily tracked, consistent, and predictable.

  • Probably the most difficult task associated with this project was tackling the navigational inconsistencies, redundancies, and overly complex routes to information and services. It was a UX nightmare, with no clear point of entry.

  • In order to appropriately convey the data gathered from the content and navigation audits I created numerous flow charts and visual aids to help the organization understand and prioritize their content needs, strategies, and solutions.

Content Creation, where the fun begins.

Visual content is a place of blooming creativity, it allows me to use my artistic background and knowledge of software to create one of a kind brand based imagery. I primarily work with Figma or Gimp, and if absolutely needed Photoshop (which has always felt clunky with an overly complicated UI designed to keep users locked into their software and can be difficult to work on live design as a team).

  • Studio Ghibli

  • Cult Classics

  • Arthouse

  • film festivals

  • Independent Biopics

  • Oscar parties / live events

Unified content also refers directly to format. With each media source comes a variety of formatting options that are constantly begging to be used. Maintaining standards in size, key words, and character counts allows for content to fluidly move from one platform to another, reducing the workload and creating balanced and easily recognized posts.