The intended audience for this news release are supporters of Habitat for Humanity Edmonton, including donors, partners, volunteers and media.
The original press release was well written, so for the optimised press release I tried to increase the search engine optimization. I did this by adding styles to the original document, including a title, headings, and pullout quotes to increase the scannability and readability of the document. I also added social sharing options, and an image and video to encourage distribution and social engagement. To further social sharing I included two hashtags which Habitat for Humanity currently uses on Twitter.
The keywords (bolded) include Habitat for Humanity, Neufeld Landing, and Home Ownership. These keywords were already included in the original News Release.
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