Case Study: The Funky Food Drive
How brand clarity, technical SEO, and values-led storytelling drove massive visibility, traffic spikes, and real community impact
Client: Funky Solutions LLC
General contractor serving Glens Falls and the surrounding region
Role: Brand strategy, creative direction, video production, PR, and technical SEO
By Chuck Copenspire
Overview
This case study documents how a local general contractor dramatically increased visibility, engagement, and website traffic by first fixing foundational SEO and performance issues, then launching a values-led campaign supported by video, social, and press.
The result was not only measurable growth, but meaningful community impact. It is also a clear example of a simple principle: when values, clarity, and execution align, doing the right thing becomes good business.
The problem
Before the Funky Food Drive, Funky Solutions faced several interconnected challenges.
Brand confusion
Many people in the community did not clearly understand what Funky Solutions did. Despite being a construction and remodeling company, the business was often mistaken for a creative or design firm.
SEO and AI misclassification
The website relied heavily on high-quality visuals with limited semantic clarity. As a result, search engines and AI systems frequently misunderstood the business. When asked what Funky Solutions did, they often identified it as a graphic design company.
This led to:
Mismatched traffic
Missed opportunities
Reduced visibility among ideal customers
Performance issues on mobile
The homepage featured a visually striking background video. While it looked great, it caused mobile load times to exceed 12 seconds. Most users were abandoning the site before any content appeared.
At the same time, the federal government shutdown disrupted SNAP and EBT benefits, increasing food insecurity across the Glens Falls area. Funky Solutions wanted to respond in a meaningful way, without undermining the business itself.
The strategy
The work followed a deliberate sequence: fix the foundation first, then amplify.
Step 1: Fix SEO, clarity, and performance
Before launching any campaign, I rebuilt and restructured the Funky Solutions website to:
Clearly position the company as a general contractor
Correct SEO signals so search engines and AI systems could accurately understand the business
Rewrite on-page language to reflect real services and ideal customers
Remove the auto-loading homepage video on mobile
Prioritize speed, clarity, and conversion over aesthetics alone
This significantly reduced mobile abandonment and ensured that any future attention would land on a site capable of converting interest into trust and inquiries.
Step 2: Design and execute a values-led campaign
With the foundation in place, I designed and executed the Funky Food Drive as a full branding, content, video, and PR campaign.
My role included:
Campaign branding and visual identity
All graphic design assets
Writing, directing, filming, editing, and posting all video content
Writing all social copy
Building the campaign landing page and handling on-page SEO
Writing and distributing all press releases
Coordinating all media outreach, interviews, and photoshoots
Managing press timelines and follow-up throughout the campaign
The guiding principle was simple: neighbors helping neighbors, without judgment, while ensuring Funky Solutions was clearly and accurately represented as a contractor and community partner.
The results
Social reach and engagement
During the active campaign window, Funky Solutions experienced a sharp and sustained spike across key metrics:
61,900+ total views
5,100+ page visits
300+ link clicks, representing a 320% increase
1,300+ content interactions, up over 200%
The timing of these spikes aligns directly with the Funky Food Drive and returns to baseline once the campaign concluded. This confirms the growth was campaign-driven, not algorithmic coincidence.
Video performance note:
All campaign video content was written, produced, edited, and posted in-house. Individual video performance data will be added here.
Website traffic and SEO impact
Reviewing site visits across the previous 12 months shows a clear pattern:
Traffic remained modest and steady through early summer
SEO and performance improvements in August corrected how search engines and AI understood the business
A major traffic spike occurred during the Funky Food Drive in October and November
November became the highest-traffic month of the year
This sequence matters. It demonstrates that SEO clarity and performance improvements made the campaign effective, rather than simply louder.
Community impact
In less than one month, Funky Solutions:
Distributed 200+ full bags of food
Supported nearly 40 families within the first week alone
Coordinated volunteers, donations, and deliveries without income verification
Partnered with farms, grocery stores, nonprofits, and local businesses
Worked directly with caseworkers, including WAIT House
The food drive operated on trust. If someone said they were hungry, they were believed.
Press and coverage
Media coverage for the Funky Food Drive was the result of intentional press strategy, not passive exposure. I wrote all press releases, coordinated interviews, and organized photoshoots to support accurate and compelling coverage.
The campaign received multiple independent media features, including television coverage from NEWS10 ABC, extending visibility well beyond Funky Solutions’ existing audience.
Why this worked
This campaign succeeded because it was strategic, not performative.
SEO, performance, and brand positioning were fixed first
Messaging clearly reflected what Funky Solutions actually does
Video, social content, landing pages, and press all reinforced the same story
Values were translated into action without sacrificing business clarity
When attention arrived, the business was ready for it.
Takeaway
Values-led campaigns do not weaken business outcomes when they are grounded in clarity and execution. When technical SEO, performance optimization, creative storytelling, and PR work together, community impact and growth reinforce each other.
Doing the right thing is not a distraction from success. When done well, it becomes a catalyst.
About this work
This project reflects the kind of work I do for businesses that want:
Better search and AI visibility
Clear brand positioning
Faster, higher-converting websites
Campaigns that turn attention into results
Creative and technical strategy working together
If you want help fixing how search engines understand your business, improving performance, or launching a campaign that aligns values with growth, you can reach out here:
Doing the right thing is just good business
If you want to build visibility, trust, and momentum without compromising your values, I can help you design something that works.