Change & Course is proud to provide one of the world’s leaders in green product design with several levels of business partnership that enrich both of our firms:

• Change & Course CEO Danvers Fleury sits on MBDC’s technical advisory board
• Change & Course and MBDC have partnered to provide a product business building platform for green entrepreneurs
• Change & Course supports MBDC in all intrapreneurial undertakings (ie spin-offs and joint ventures)

Reflective Images, Inc.’s CEO Marc Choyt used a personal blog to advocate for ethical sourcing and transparency in the global jewelry trade. The website couldn’t create a broad and intensive enough dialogue with the jewelry industry or with fair trade jewelry consumers.

What We Do

Change & Course suggested and created a new website – FairJewelry.org – as the platform for Choyt’s fair trade, environmental and social responsibility advocacy. We also helped him find his market ready voice, equipped him with social media battle tactics and the research tools he needed to inform a more consumer centric editorial strategy. In addition, we relaunched his sustainable wedding jewelry site, ArtisanWeddingRings.com, and implemented a new sourcing transparency model called FRE (Fair, Responsible, Eco-friendly) to help consumers understand the sustainable future built into every ring.

How We Help

1. FairJewelry.org is now the top search result for “Fair Trade Jewelry”. Google it and see for yourself!
2. Choyt’s site is read by people from about 130 countries every month.
3. Their sites maintained sales during 2009 due to improved consumer experience while sales in the sector dropped 18%.
4. The new site doubled conversion rates getting more sales from the same number of site visitors overnight.
5. “FairJewelry.org has given me a social platform to launch issues of importance, such as a recent series about the Greenland ruby, which is critically important to the Inuit nation. With Adam’s strategic help, we’ve also learned how to make a difference via Wikipedia, targeted PR, and more. We’ve become our own independent media outlet on fair trade jewelry” – Marc Choyt.

Joe and Terry Graedon’s “The People’s Pharmacy” has a long history of educating the public on health care, pharmaceuticals, and alternative medicine. The People’s Pharmacy reached millions of radio listeners and readers but had almost no voice online. Moreover, their members, subscribers, readers and listeners didn’t either.

What We Do

We identified 6 major opportunities for increasing quality traffic and user engagement for ThePeoplesPharmacy.com:

1. Simple SEO: Keyword rich posts, urls, metas and titles
2. Crosslinking: Implemented Tagging and Post Titles weren’t hyperlinked
3. Podcasting: Believe it or not, they weren’t podcasting yet, now they even have online extended interviews
4. Newsletter: Made drastic improvements to their email newsletter
5. Commenting: Enabled commenting on the site
6. Editorial Consulting: Helped them publish in a more conversational and web friendly way

How This is  Helpful

18 months after implementing these changes, traffic at The People’s Pharmacy has grown from 1,500 daily visitors steadily to over 10,000 and has grown to almost 15,000 since then. This increase in traffic is due almost entirely to organic (free) search engine traffic.

Currently in the pipeline are big design and usability improvements, improved site search features and a new online public service that is going to alter the face of health and medicine for the better.