Search engine optimisation is all about being seen, building awareness and driving relevant users and traffic to a website. It requires a well thought out strategy and ongoing implementation to achieve results and maintain them.
In 2024, R&Co developed a new strategy for our own SEO activities focused on the expansion of our services and the sectors we have extensive experience in, including the veterinary and pet sectors. This, coupled with our PR campaigns and award wins, has elevated our visibility and driven a sharp increase in enquiries from businesses and organisations in the UK and Europe.
Adapostul Speranta’s facilities in Bucharest
The SEO strategy behind the search results
One of the enquiries that landed in our inbox was from Adapostul Speranta – a Romanian non-profit committed to transforming the lives of street dogs by delivering expert veterinary care and behavioural therapy, while changing public attitudes through sterilisation programmes and education.
Adapostul Speranta – which translates as the Hope Shelter – is the oldest shelter in Eastern Europe and is currently caring for 500 dogs as part of its rescue, rehabilitation and rehoming programmes. But, it requires ongoing public support and donations to continue its work from its purpose-built facility in Bucharest.
As the charity looks to expand its fundraising efforts outside of Romania, its team approached R&Co for support with building brand awareness in the UK after finding our services through a Google search.
From pitch to partnership
Following a successful pitch process, our PR and social media experts were invited to Bucharest to meet the incredible team at Adapostul Speranta and see how their work is transforming the lives of dogs in Romania.
With a better understand of the work it does, our team would be better placed to develop a campaign and deliver the all-important results that Speranta needs from its UK campaign.
Our team received a warm welcome in more ways than one, arriving to 37 degree heat as Bucharest enjoyed its very last blast of summer.
We were greeted by the lovely teams from Adapostul Speranta, including one of its founders, Anca Tomescu, and Online Hub – the digital marketing agency growing the charity’s awareness and visibility in Romania.
Anca Tomescu, Adapostul Speranta’s leading vet and founder
Understanding the mission
The love and dedication of the whole Speranta team was evident from the off. As they delivered a presentation on the history of the shelter, the causes of Romania’s street dog problem and the heart-breaking cases they had encountered, they demonstrated the positive impact of their work with stories of dogs that had been saved, rehabilitated and rehomed.
We also learned more about their fundraising work and the events and partnerships that are helping to raise its national profile. One of its biggest drivers is a regular ‘Stew for Everyone Bobita’ where celebrities and volunteers join the team to cook a hot meal for Speranta’s 500 dogs while educating people on responsible adoptions and dog ownership.
A meet and greet with Speranta’s celebrities
At Speranta, everything is about the dogs, so the team couldn’t wait to introduce us to their many four-legged, three-legged and multi-wheeled friends.
R&Co were given a guided tour of the charity’s facilities, which include purpose-built pens and kennels, examination and treatment rooms, hydrotherapy tank and dog spa. We heard more stories about the dogs who are permanent residents at the shelter, as they cannot be rehomed, as well as the success stories of dogs that have found new homes in Romania.
Most importantly, we got the meet the dogs and see how Speranta is helping them to live full, happy lives – even those with additional needs.
We met Lavender, who has neurological and mobility issues due to being drowned as a puppy and requires a wheelchair to walk, along with Kira, Raisin and Aunt. These dogs may have mobility issues, but they don’t let that hold them back and several R&Co feet were run over during the petting process!
We were also introduced to some residents who cannot be rehomed or petted by visitors. The trauma they sustained from humans in their previous lives means that they are scared and unpredictable.
We also enjoyed some puppy socialisation time – the perfect end to our tour of the site.
The teams from Online Hub, Adapostul Speranta and R&Co in Bucharest
Next steps
Having returned to R&Co HQ with more in depth knowledge and understanding of the causes of Romania’s street dog problem and the work Speranta does, we are in a much better position as we begin planning our UK strategy PR and developing ideas that will deliver results that make a difference.
We extend our warmest thanks to the whole team at Adapostul Speranta and Online Hub for their hospitality and are excited to be working with this incredible charity to help change the lives of dogs in Romania.
Are you looking for digital marketing that will take your business to new places? Find out more about our SEO services or contact us to learn how our team can drive more organic leads to your website.
