Digital Marketing Project
By: Marla Doney, Jeremy Marshall,
Lindsey Rapson, & Brandi Woods
HIV/AIDS ALLIANCE FOR REGION TWO
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)
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-
YouTube, Facebook, and Instagram
Google, Websites, Email
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
29% of all women on internet 52% of teenagers use Instagram and 77% of all women
on internet and 71% of teenagers use Facebook
Google, Websites, Email
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.
Facebook, Instagram, YouTube
Google, Email, Websites
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.)
Points of Differentiation: HIV/AIDS specific, Baton Rouge
Women ages 35-44
Search engine marketing
Clear and concise
Attracts visitor attention
Qualifies and persuades the visitor to participate