Home Base

Home Base is a national organization that serves veterans and their families in healing their invisible wounds through world class clinical care. Using cutting edge therapies, techniques, and programs, Home Base has trained 85,000 clinicians and served over 35,000 veteran families.  Liberty Concepts was engaged to execute a comprehensive digital strategy exercise, develop a new website, and manage paid digital marketing and online fundraising campaigns. These efforts have led to record donation totals and helped exceed annual goals for their annual 5K race, the seminal event they run each year.

  • Digital Marketing
  • Website
2022
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Website Design and Development

Home Base relies on engagement with a uniquely faceted audience, covering not only veterans and their families, but also clinicians, corporate sponsors, healthcare leaders, and donors. We were tasked with redesigning a website that primarily accelerated enrollment of more veterans in their clinical treatment programs, but also demonstrated its national reach, mental health innovation, and clinical prowess. Simultaneously, the website also needed to serve as the core vehicle for donor campaigns and sponsor relationships. Producing a nuanced information architecture and clear user experience was critical to successfully engaging with multiple distinct audiences.

The website built for Home Base maximizes engagement by minimizing dense textual elements in favor of ambient video and strategically selected images to quickly form a cognitive emotional connection for users. To ensure that audience attention is maintained, we provide multiple outlets for self-selected pathways amongst different users, and a home page with a clear narrative and logical progression. Infographics are used to convey the organization’s efficacy, while curated event calendars and donor opportunities allow the site to function as a constant driver for user involvement.

Home Base has been able to enroll hundreds of veteran families in appropriate programs of care, and reach a national audience to expand their clinical footprint across the country. The site has been used for multiple fundraising campaigns and events, raising hundreds of thousands of dollars.

Paid Digital Marketing

Our team implemented a robust paid digital marketing campaign to increase awareness and drive donations. This included:

  • Programmatic Ads: Targeted advertisements based on user behavior and interests to reach potential donors and supporters.
  • Search Engine Marketing (SEM): Ensured that Home Base Program’s initiatives appeared prominently in search results related to veterans’ mental health and support services.
  • Social Media Advertising: Leveraged platforms like Facebook, Instagram, and Twitter to engage with a broader audience and promote fundraising campaigns.

Results and Impact

The Home Base program has experienced significant growth and success through our comprehensive digital marketing efforts. Key achievements include:

  • Record Donation Totals: Online fundraising campaigns have consistently set new records for donation totals, reflecting the effectiveness of targeted digital marketing strategies.
  • Increased Event Participation: The annual 5K race, a seminal event for the Home Base Program, has seen participant numbers grow each year, exceeding annual goals and raising substantial funds.
  • Enhanced Brand Awareness: Our digital strategy and marketing efforts have significantly increased brand awareness, helping the Home Base Program reach a wider audience and build a strong community of supporters.

Recent Campaign Highlights

  • Record-Breaking Donations: The 2024 online fundraising campaign achieved a significant increase in donations for the second straight year, setting a new record for the program.
  • 5K Race Success: The annual 5K race saw a 25% increase in registrations, surpassing participation goals and raising significant funds for the program.
  • High Engagement Rates: Programmatic and social media ads achieved high engagement rates, indicating strong resonance with the target audience.
  • Website Traffic: The new website has seen a substantial increase in traffic, with lower bounce rates and longer engagements.

Liberty’s digital marketing efforts have been instrumental in driving the success of the Home Base Program. Through a strategic blend of digital strategy development, website creation, paid digital marketing, and online fundraising, we have helped the program achieve and exceed its goals. The results speak to the power of a well-executed digital marketing plan in raising awareness, increasing donations, and supporting vital initiatives for veterans’ mental health.

The Home Base Program’s success highlights the importance of a comprehensive digital approach in the nonprofit sector. By leveraging modern digital tools and strategies, Liberty has helped the Home Base Program make a significant impact in the lives of veterans and their families.