Extreme Web Makeover IV: Music & Memory

If you have any experience with a loved one who struggles with Alzheimer’s or other forms of dementia, you know the great challenges and sense of loss for all involved. But what if there were a medication-free way to help your loved one reawaken to the world?

It turns out there’s a simple and elegant solution: personalized music playlists. Hearing personal favorites on a device like an iPod can tap deep emotional memories and enable many of those with Alzheimer’s, dementia, Parkinson’s and other cognitive challenges reconnect socially and feel more energized and upbeat.

I’ve learned all about this amazing process from Music & Memory, a non-profit based in metro New York that trains nursing home professionals how to set up and manage a comprehensive personalized music program for those in their care. For the past three months, I’ve been helping their great team revamp their website and create a professional, easy-to-navigate user interface designed to boost donations and subscriptions to their webinar training series. The new site went live on November 19.

Capitalizing on a Viral Video

Music & Memory’s challenge was an enviable dilemma: Last April, a video clip from a documentary about their work went viral. The clip told the story of Henry, a 94-year-old with dementia, who is non-communicative and doesn’t recognize his daughter. But as soon as he listens to his Cab Calloway favorites on his iPod, he awakens to his surroundings and can express himself quite effectively.

Nearly 7 million people have viewed the video, which has aroused tremendous interest in Music & Memory’s great work. The non-profit has sought and enjoyed extensive media coverage from major news outlets, including the New York Times, NPR and CNN, among others.

Converting from an Organically Grown Website to Strategic Web Content and User-Friendly Design

But Music & Memory’s website was a jumble of information and calls-to-action that did not effectively represent or explain the quality of their program. The site had grown organically, using a free template. Content was written from the organization’s point of view, rather than the user’s. Benefits were not clearly articulated. Navigation was cluttered and confusing. In addition, Music & Memory was in the process of switching over to Salesforce, a sophisticated contact management system that required a better web platform.

Working with the Music & Memory team and web developer Ed Booth of Insight Dezign, I took these steps to upgrade the site:

  • Defined key target audiences and established a hierarchy of calls-to-action, with donations and enrollments in M&M’s webinar training series at the top of the list.
  • Researched keywords that would boost search; salted these keywords throughout the site, in text, title tags, tabs, headlines and subheads, urls, ALT tags, search result descriptions and keyword tags.
  • Revised and wrote new content for the entire site, creating a conversational, unified tone throughout.
  • Reorganized content into a logical site navigation.
  • Selected the StudioPress Streamline theme template as the starting point for the new design; this template includes options for a hierarchy of multiple calls-to-action, essential for the site.
  • Selected images from Music & Memory’s documentary stills for the featured image within each main section of the site.
  • Laid out all page content within the template, unifying styles.
  • Integrated testimonial quotes throughout the site, including a rotating sidebar widget, a main Testimonials page and forms.
  • Using the Premise plug-in, wrote and designed a vertical sales page for the webinar series to expand the inquiry pool for this important revenue stream.
  • Wrote three Resource Guides—how to run an iPod donation drive, a guide for elder care professionals who wish to bring Music & Memory to their facility, and a guide to creating a personalized playlist for a loved one at home—that serve as free lead-generation downloads.
  • Served as project manager of the site build, in coordination with Ed Booth and Music & Memory staff. Oversaw completion of all details for the site visitor interface.

Ed built the site and added in many modifications to the template, enabling Music & Memory to fully realize their vision. Working closely with M&M tech pro Melody Ward, he integrated all forms with Salesforce. As always, he worked his magic on every technical challenge and request for greater functionality that we threw at him. He also patiently fixed whatever broke or jammed, all the inevitable problems that arise in a complex site build and launch.

Promoting the New and Improved Website

Whenever a site goes live, it’s always a thrill to see it in action. We coordinated the site launch with a year-end appeal letter that is scheduled to arrive in people’s homes today, November 26. Next steps for Music & Memory include an emailed site launch announcement tied to the annual appeal and a targeted email campaign to drive elder care professionals to the webinar training landing page. We’ll be following Google Analytics results to see how the site performs and making any needed modifications in the weeks and months to come.

It’s been a wonderful opportunity to help such a great organization strengthen their ability to attract more donors and reach many more people who can benefit from this affordable, uplifting form of personal care.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

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