A Place For Mom
As a part of the in house creative team at APFM, I had the opportunity to work with an incredibly talented and tight-knit group of designers, copywriters and videographers. We collaborated on a range of projects from spot illustrations and infographics for articles to video content such as interviews with senior living experts as well as an animated video on how our serves work.
We were also assigned the responsibility of crafting a strategy and visual language that aligns seamlessly with the existing brand, while remaining adaptable to address any limitations or challenges. To guide our decision-making process in asset creation, we devised a systematic approach. Is it possible for us to produce assets that foster engagement, drive conversions, and achieve higher rankings? Given the constraints of our CMS, we needed to establish a framework to determine the optimal word count and content for each asset. Additionally, our goal was to develop assets that catered to users' search intent by incorporating relevant keywords, adhering to naming conventions, and utilizing alt text effectively. Simultaneously, we aimed to create assets that were captivating and nurturing enough to captivate our readers, ensuring they wouldn't simply scroll past but find them genuinely helpful and valuable, ultimately boosting their time spent on our pages and enhance the visibility of our assets in Google's search rankings.
