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Direct Marketing: Operation Smile
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Direct Marketing: Operation Smile


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  • INTRODUCTION. Show video that will make the class smile. “A smile. Isn’t being able to smile great? How do you guys feel about smiling? Do you think you can survive this world without being able to smile? A smile can do so many things. It can express your happiness, it can brighten up any person’s day, it can make you feel good and it can even make two complete strangers fall in love. Sadly, smiling is not the same for everyone. Every year all over the world, kids are born with harelips—without a smile. And this is where Operation Smile comes in. Operation Smile, as we all know, is a non-profit organization that gives kids, adults back the smiles that they should be radiating to the world.
  • Operation smile, being an institution, needs a website of its own. This website would be where individuals like you and me can access all the information that we need to know about the institution. Now, this website can be broken down into different components or parts. We have, first and foremost, the way as to how the user ends up to your website. It can be through search engines like google, or keywords or the user can just type in the URL of the website itself. We also have the photos, the articles and everything else that can be found in the website itself.
  • 1. Don’t Make your Users Guess!It is sometimes necessary to spoon feed your visitors with information. Make careful decisions as to where your navigation is placed, and make it stand out. Then your users won’t sit there aimlessly clicking the mouse as they search in vain for some kind of direction.2. Keep it highBroadsheet newspaper editors place their most important information — latest headlines, significant content, etc — ‘above the fold’, meaning in the top half of the newspaper itself. Consider your pages from the same perspective, and keep the significant information, including the navigation, as high up as possible. Not only will this mean the navigation will load first in the user’s browser, but it also ‘hits’ the user faster. However, read Tip 3 for a word of warning on this point!4. Consistency is KeyI cannot stress this enough. On each and every page of your site, whether it’s your forums, your links page, or anywhere else, locate your navigation in the same place, with the same styles, and don’t change anything! This way, your users know exactly where to look for it.5. Don’t be AdventurousIt’s always good to see your site stand out from the crowd, but please, when it comes to navigation, try and blend in with the rest of the flock. This way, regular Internet users will be used to your method of navigation to some degree — as they will have experienced, and learned on similar systems on other sites — and won’t need to be taught anything new. Using your navigation system will be easy!6. Add a ‘Home’ ButtonYour home page is the most important page on your site, so make sure your users always know how to get back to it. Not only will the ‘home’ button let people who clicked links on your site get back to where they began, but it also allows people who land on sub-pages within your Website to find your home page — potentially resulting in a new repeat visitor for your site.8. Quality, not QuantityBuild your navigation so that it ‘streams’ users into progressively more and more specific information. Internet users are a lot happier with a few choices (and navigation buttons) at each level than hundreds. Use subsections and subcategories with appropriate navigation to enable users to quickly locate the specific content they want.
  • Transcript

    • 2. A Smile
    • 3. Our objectives– To increase the numbers of volunteers, medical ones and community ones by 20% within two years– To collect donation, financial and material by 30% within a year– To double the number of visitors of the website who sign up, and keep them interested in the project after their visit
    • 4. Key Areas
    • 5. – Our mission Sub-areas– Volunteers – Medical Volunteers – Community Volunteers– Donations • Financial • Material– News
    • 6. Operation Smile: The Website Search URL Keywords Tags Engine Photos Articles Logo AdsFunctions About us Volunteers Links
    • 7. Determine effective navigation• Don’t Make your Users Guess!• Keep it high• Consistency is Key• Don’t be Adventurous• Add a ‘Home’ Button• Quality, not Quantity .
    • 8. Other non-profit organizations<head> <title>UNICEF - UNICEF East Asia and Pacific</title> <meta name="description" content="Find out howUNICEF works to uphold childrens rights in East Asia and Pacific."> <meta name="keywords" lang="en" content="UNICEF, EastAsia, Pacific, donation, childrenasia, development, EAPRO, rights, child protection, childrights, charity, equity, poverty, nutrition, health, HIV, AIDS, education, emergencies, crisis, water, sanitation, adolescent, humanitarian,disasters"> <script src="/eapro/14674.js" language="Javascript"></script> <link href="/eapro/14677.css" rel="stylesheet" type="text/css"/>
    • 9. Other non-profit organizations<head> <title>Cleft Palate Foundation</title> <meta name="Keywords" content="cleft palate, cleftlip, foundation" /> <meta name="Description" content="The Cleft Palate Foundation(CPF) is a non-profit organization dedicated to optimizing the quality oflife for individuals affected by facial birth defects. " /> <meta name="Author" content="Samedis" /> <script type="text/javascript"src=""></script> <script type="text/javascript">google.load("jquery", "1");</script> <script type="text/javascript" src="/js/site.js"></script></head>
    • 10. <head> <script language="JavaScript" type="text/javascript"src="/components/print/printer-friendly.js"></script> <title>Worldwide children’s charityorganization, Operation Smile, provides cleft lip and cleftpalate surgeries for children in need. - Operation Smile</title> <meta name="keywords" content="mile, smilecharity, children’s charity, cleft lip, cleft palate, cleft lipdonation, cleft lip/palate charity" /> <meta name="description" content="We help treat facialdeformities such as cleft lips and palates all around the world.Learn how you can help today!" /></head>
    • 11. Metatags Coding Program Description Keywords Special HTML codeSearch engines use the information stored in meta tags when they index Web pages.
    • 12. Suggested Metatag for<head> <title>Operation Smile</title> <meta name="description" content="We put the smiles back onthese childrens faces."> <meta name="keywords" content="cleft palate, world childrenorganization, free operations for children, charity, give smile, operationhelp, cleft tip"> <meta name="copyright" content="Copyright Operation Give aSmile - 2011"> <meta name="author" content="Direct Marketing Group 2"> <meta name="email" content=""></head>
    • 13. Just to wrap it all up!• The effectiveness of the parts define the overall effectiveness of the whole. – Tags, keywords, photos, titles, content• Consistency is key.• Images are powerful—they can move• What you put in your website—what the users see in your website—is what makes up the users’ perception and image of your company. Perception is reality and image is everything.
    • 14. •••••