Case Study: Think About It Colorado

TAIC Case Study

The opportunity:

Think About It Colorado, a nonprofit program to increase public awareness about health care safety, wanted to increase awareness of the issue itself, the resources it has available, as well as increase the number of return visits to its website.

Our response:

AFM developed an updated look and feel for the organization, including an updated logo, a new tagline and a redesigned website. In addition, we developed a comprehensive communications strategy to raise awareness of Think About It Colorado and its tools and resources.

AFM conducted primary market research to gather information from leaders in patient safety awareness. This research, along with key input from TAIC’s leadership, layed the foundation for the new look and feel, the development of key messages and website content designed to improve engagement.

Updated colors, images and fonts were designed to appeal to the organization’s target audiences, convey the message of consumers and providers working together and position the site as a go-to resource for ongoing information. The new site navigation clearly delineated portals for consumers and health care providers.

The results:

  • There was a significant increase in website traffic, including more repeat visitors.
    • Site visits grew 152% from the same time a year earlier.
    • Visitors spent 80% more time on the site compared to a year earlier.
  • A Facebook ad campaign during National Patient Safety Awareness Week reached 19,274 users.
  • Media coverage
    • 9 News
    • 9 News Colorado & Co.
    • CBS Denver
    • CW2
    • Denver Post
    • Colorado Public Radio
    • Health News Colorado
    • The Gazette
    • Mile High Mammas
    • Colorado Managed Care newsletter
    • La Voz Nueva
    • MOPS blog
    • Project Health Colorado blog