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Not-for-Profit Organization Raises Awareness for Charitable Initiatives & Increases Traffic by 192%

192% Organic Traffic Increase Compared to Previous Year

62% Organic Entry Page Increase for Big Assist Community Initiative

About Junior Tigers

Through the Junior Tigers, children of all ages have the opportunity to train in a positive and competitive environment that promotes learning and growth. Children benefit both physiologically and mentally from taking up sports at an early age and these benefits continue through to adulthood. We are committed to their physical, social, and character development whilst in pursuit of excellence in the sport of hockey.


Non-Profit / Sports



With the rapid growth of ice hockey throughout the Southern China region, the Junior Tigers expanded their community initiatives to make the sport more accessible to children by removing the financial barrier to skating and playing ice hockey. The new Big Assist and Adopt a School community initiatives required marketing and exposure to reach an even wider audience.

“Our Big Assist program covers the registration fees, coaching, and equipment for underprivileged children to be introduced to skating and the game of ice hockey in Hong Kong and Southern China.”
-Fiona Chow, Chief Marketing Officer


To drive higher online visibility and awareness for the Junior Tigers website and community initiatives specifically, the not-for-profit organization relied on Campaign Sherpa’s platform & professional services. A benchmark Campaign Sherpa SEO Audit report provided a foundation for Search Engine Optimization improvement across the entire website, while comprehensive market and key phrase research laid the groundwork for increasing traffic and awareness for the Big Assist and Adopt a School programs.


Compared to the previous year, the Junior Tigers website generated 192% more website sessions from organic, unpaid Search Engine visitors. Additionally, the primary KPI of increasing exposure for the Big Assist program was achieved, as 62% more visitors entered the website through the dedicated landing page from Search Engines. Compared to pre-SEO key phrase ranking positions, the Junior Tigers gained 22 additional first-page Google rankings for high-value and non-branded key phrases.

“Our Adopt a School and Big Assist community initiatives have allowed us to expand our reach and introduce ice hockey to families and children throughout the region.”
-Gregory Smyth, Co-Founder

Our customers