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HAART
Digital Marketing Project
By: Marla Doney, Jeremy Marshall,
Lindsey Rapson, & Brandi Woods
HIV/AIDS ALLIANCE FOR REG...
Company Profile
 Is located at 4550 North Blvd. Ste. 250 Baton Rouge, LA 70806.
 This is a small organization with about...
Who is donating?
 Individuals contributed $258.5 billion to charitable donations in 2014
 HAART’s donations are mainly r...
Who is volunteering?
 Women’s volunteer rate: 27.8%
 Ages 35-44 and teenagers (ages 16-19) are most likely to volunteer
...
Who is not volunteering nor donating?
 Non-donors: Lack of awareness or funds, donating to another
organization, or unint...
Customers & Competitors
 Current and potential customers: Women ages 35-44 and
teens ages 16-19 are the most likely to vo...
Internet Marketing
 Target Customers:
 Volunteers:
 Teenagers 16-19
 Women ages 35-44
 Individual donors
 Mediums:
...
Social Media Marketing
 Target Market:
 Individual donors
 Volunteers:
 Women ages 35-44
 Teenagers 16-19
 Mediums:
...
Mobile Marketing
 Target Customers:
 Individual donors
 Volunteers:
 Women ages 35-44
 Teenagers 16-19
 Medium:
 Mo...
Budget
 Internet Marketing: $550
 Email- $100
 Search engine marketing- $170
 Website updates- $280
 Social Media Mar...
Haart group project
Haart group project
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Haart group project

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My team and produced a marketing mix through research in efforts to increase awareness, customers, and funds for a non-profit organization called HAART.

Published in: Government & Nonprofit
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Haart group project

  1. 1. HAART Digital Marketing Project By: Marla Doney, Jeremy Marshall, Lindsey Rapson, & Brandi Woods HIV/AIDS ALLIANCE FOR REGION TWO
  2. 2. Company Profile  Is located at 4550 North Blvd. Ste. 250 Baton Rouge, LA 70806.  This is a small organization with about 60 employees.  Founded in 1989 (26 years)  HAART provides preventative care for the HIV/AIDS disease and complete care to people living with HIV/AIDS including housing, HIV/AIDS management, support services, medication, and primary care. Provides free testing & education about HIV to the public.  Their website is http://www.haartinc.org . Their online presence began around 2008. Their patients can seek help through the website or by visiting their office. Website is managed by a Lori Lauve, the director of development at HAART.  HIV/AIDS Alliance for Region Two, Inc. (HAART)
  3. 3. Who is donating?  Individuals contributed $258.5 billion to charitable donations in 2014  HAART’s donations are mainly received at offline events  Dining Out for Life  Decision-Making Process: positive change in Baton Rouge community, self- fulfillment  Social media  YouTube, Facebook, and Instagram  Internet  Google, Websites, Email
  4. 4. Who is volunteering?  Women’s volunteer rate: 27.8%  Ages 35-44 and teenagers (ages 16-19) are most likely to volunteer  45.1% of volunteers are mothers  Social Media  29% of all women on internet 52% of teenagers use Instagram and 77% of all women on internet and 71% of teenagers use Facebook  Internet  Google, Websites, Email
  5. 5. Who is not volunteering nor donating?  Non-donors: Lack of awareness or funds, donating to another organization, or uninterested  Non-volunteers: Lack of interest, awareness, and time (ages 20-24 are least likely to volunteer)  Volunteers and donors will give their time and money to nonprofits that they trust, are aware of, and are interested in.  They are interested in self-fulfillment, feeling like their making a difference in people's life, and causes that affect them personally.  Social media  Facebook, Instagram, YouTube  Internet  Google, Email, Websites
  6. 6. Customers & Competitors  Current and potential customers: Women ages 35-44 and teens ages 16-19 are the most likely to volunteer  Current and potential competitors: any local charity (Various religious entities, Baton Rouge Sickle Cell foundation, Susan G. Komen Foundation, Sexual Trauma Awareness and response (STAR), etc.)  Industry: Non-Profit  Points of Differentiation: HIV/AIDS specific, Baton Rouge local
  7. 7. Internet Marketing  Target Customers:  Volunteers:  Teenagers 16-19  Women ages 35-44  Individual donors  Mediums:  Email marketing  Search engine marketing  Website design  Messages:  Clear and concise  Attracts visitor attention  Qualifies and persuades the visitor to participate  Budget- $500
  8. 8. Social Media Marketing  Target Market:  Individual donors  Volunteers:  Women ages 35-44  Teenagers 16-19  Mediums:  Facebook  Instagram  YouTube  Message:  Relevant content  Increase awareness  Budget: $200
  9. 9. Mobile Marketing  Target Customers:  Individual donors  Volunteers:  Women ages 35-44  Teenagers 16-19  Medium:  Mobile responsive website  Message:  Easy donating and signing up on-the-go for volunteering  Budget: $300
  10. 10. Budget  Internet Marketing: $550  Email- $100  Search engine marketing- $170  Website updates- $280  Social Media Marketing: $250  Facebook- $80  Instagram-$0  YouTube- $170  Mobile Marketing: $200  Mobile responsive website- $200 Total: $1,000

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