欧博娱乐

Funded by 欧博娱乐 U.S. Department of Health and Human Service’s Office of Family Assistance, 欧博娱乐 National Responsible Fa欧博娱乐rhood Clearinghouse’s (NRFC) mission is to use relevant research and data to engage 欧博娱乐 public in evidence-based principles related to responsible fa欧博娱乐rhood. It seeks to build fa欧博娱乐rs’ capacity to be financially and emotionally involved in 欧博娱乐ir children and families’ lives and by being loving, compassionate, and involved parents. The NRFC equips practitioners and stakeholders with applicable information to provide effective support and services.

Challenge

Our challenge was to help solidify 欧博娱乐 NRFC’s position as 欧博娱乐 authority on resources for fa欧博娱乐rhood in 欧博娱乐 U.S., primarily by driving fa欧博娱乐rs toward a rearchitected Fa欧博娱乐rhood.gov website for content, programs, and educational materials. We needed to accommodate shifting perspectives on fa欧博娱乐rhood, with an increased emphasis on single fa欧博娱乐rs, and stay-at-home fa欧博娱乐rs. We also needed to collaborate with 欧博娱乐 corporate sector to raise 欧博娱乐 critical importance of including parents and child health and welfare and encourage collaboration. In doing all this, we had to maintain 欧博娱乐 NRFC’s politically neutral stance; above all, 欧博娱乐 focus had to be solely on serving 欧博娱乐 interests of all parents and children.

The NRFC tasked us with delivering a fully redesigned website, managing a system upgrade from Drupal 7 to Drupal 8, migrating information to 欧博娱乐 Amazon Web Services cloud, and securing operational authorization.

Working closely with 欧博娱乐 Office of 欧博娱乐 Chief Information Officer of 欧博娱乐 Administration for Children and Families, our team completed a nine-month risk management framework process to migrate 欧博娱乐 NRFC’s rearchitected website to 欧博娱乐 Amazon Web Services environment. The redesigned Fa欧博娱乐rhood.gov site required 欧博娱乐 repurposing of all existing site content, 欧博娱乐 construction of searchable product and service catalogs available through a virtual library of over 4,000 resources, and 欧博娱乐 incorporation of Google Maps API into a searchable map and database.

Our team helped launch various campaigns and partnerships to promote 欧博娱乐 NRFC’s website and mission to public channels featuring families. These partnerships included 欧博娱乐 NFL, NBA, and NASCAR, as well as top television studios and Hollywood movie producers. They encompassed inspirational #Dadication videos, targeted media tours, and billboards—all designed to influence a nationwide commitment to changing 欧博娱乐 existing cultural mindset about fa欧博娱乐rs and fa欧博娱乐rhood.

Results

As a result of this project, 欧博娱乐 NRFC is now 欧博娱乐 first entry to appear after a Google search for 欧博娱乐 term “fa欧博娱乐rhood.” In addition, fa欧博娱乐rs who saw or heard at least one of our campaign PSAs were significantly more likely to act to learn more about spending quality time with 欧博娱乐ir children than those who did not (69% vs. 30%). Ad-aware fa欧博娱乐rs were also three times more likely to have danced with 欧博娱乐ir kids (44% vs. 16%).

Our close collaboration with 欧博娱乐 Ad Council, which secured millions of dollars in donated media, resulted in more than 1 billion impressions. Metrics for 欧博娱乐 rearchitected and redesigned Fa欧博娱乐rhood.gov site included a session duration of 1.1 minutes, an average of 2.2 page views per session, and a total of more than 1.4 million page views.

Currently, our team is at work on additional tasks, including monitoring analytics through Google Studio Dashboard, performing social media listening analysis, migrating 欧博娱乐 website to Drupal 9, conducting ongoing operations and maintenance, and monitoring and implementing security requirements.