HOW WE GREW THE BREAD & BUTTER PROJECT FROM 7 WEBPAGES TO 51

THE CHALLENGE

The Bread & Butter Project is Australia’s first social enterprise bakery. They invest 100% of their profits into providing training and employment opportunities for refugees and asylum seekers in Australia and educating the next generation of Australian bakers.

In order for The Bread & Butter Project to help as many refugees and asylum seekers as possible, they needed to:

• increase awareness of their mission amongst the general public
   
• grow their visibility
    
• boost traffic to their website

As a not-for-profit, identifying a way these objectives could be pursued at minimal expense, and with long term sustainability in mind was critical.

OUR APPROACH

Offering our services entirely pro-bono, we conducted a thorough analysis of The Bread & Butter Project’s current online presence, SEO visibility, and target audience.

Based on our findings, we then developed a technical SEO plan and a comprehensive content strategy which we were confident would meet all of The Bread & Butter Project’s Board’s requirements.

The technical SEO plan focused on website optimisation, as well as addressing visibility issues we’d discovered; The Bread & Butter Project’s website had been accidentally deindexed following a site migration a year prior.

Our content strategy laid out an extensive website restructure (including the addition of a new Retail Products hub) that would enhance user experience and increase audience engagement. The restructure also focused on growing organic visibility, improving sales, and driving donations and consumer support.

We also devised a targeted SEO campaign, using a Pillar-Cluster model content strategy designed to grow The Bread & Butter Project’s ranking across non-branded keywords and leverage current consumer trends.

And to make the entire project possible, we assembled a team of pro-bono volunteers whose skill sets collectively covered everything from website development to content writing. This team worked together, using a centralised content governance model we created, to provide The Bread & Butter Project with a content pipeline that’s consistent, long-term, and zero cost.