YFreportformattedv7.0

YouthForce Online Marketing Plan
TABLE OF CONTENTS
Executive Summary
About YouthForce
Organization Strategic Mission
Assumptions
YouthForce Objectives
Current Marketing Situation
Market Description
Target Audiences
Product Features and Benefits
Competitive Review
Distribution Review
Current Online Marketing Activity
Strengths, Weaknesses, Opportunities, and Threats
Recommended Marketing Strategy and Tactics
Promotion Strategy #1 – Use Online Marketing Channels to Support Recruitment of
New Partners
Tactic #1 - Create Public LinkedIn Profile
Tactic #2 - Create a Clear Call to Action on the Web Site for Each Target Audience,
Improve SEO, and Simplify Site Navigation
Tactic #3 – Deliver a Monthly Email Newsletter
Promotion Strategy #2 - Create Quarterly Content Campaigns with Specific Calls to
Action
Tactic #1 - LinkedIn
Tactic #2 - Facebook
Tactic #3 - Twitter
Tactic #4 - YouTube
Tactic #5 - Google Adwords (Pay-Per-Click Advertising)
Promotion Strategy #3 – Enhance Partner Benefits
Tactic #1 - Partner Promotion Package
Tactic #2 - Create Annual Partner Awards
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Promotion Strategy #4 – Improve Online Donor Strategy
Marketing Research
Marketing Organization
Quarterly Action Plan
Marketing Budget and Return on Investment (ROI)
Appendix
Broken Links
Personas
Conversion Funnel
Target Partners – King County
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EXECUTIVE SUMMARY
Primary Recommendations
We recommend that YouthForce prioritize the following actions in the next 1 - 3 months:
● Create a public LinkedIn profile to target executive audience for building partnership
opportunities.
● Reduce content on website, simplify messaging, and craft clear calls to action per
audience segment.
● Create monthly email newsletter with ability to sign-up via YouthForce website.
● Define quarterly content campaign across all digital marketing channels.
● Apply for Google Ad Grants to potentially receive up to $10,000 per month in free
pay-per-click advertising.
● Create annual partner awards for positive storytelling and partner awareness.
● Develop partner on-boarding process to capture relevant content and information to be
shared across online marketing channels.
● Partner promotion package?
Secondary Recommendations
We recommend these secondary actions to be completed in the next 6 months – 1 year based
on available budget:
● Improve content hierarchy and SEO with simplified website navigation.
● Improve donation strategy and TBD…
ABOUT YOUTHFORCE
YouthForce is a youth education and employment program at the Boys and Girls Clubs of King
County, located in Seattle, Washington. YouthForce is a non-profit employment service that
helps businesses hire motivated and talented teens for part-time positions without the
burdens of recruiting, screening, insurance, permits, or part-time payroll.
ORGANIZATION STRATEGIC MISSION
Mission: YouthForce levels the professional playing field for underserved youth, empowering
them to develop a vision for their future and providing them the experiences to believe they
can, and the resources and networks to achieve it.
Vision: Through us, all young people have an equal opportunity to the career goal of their
dreams, believing their possibilities are unlimited.
Philosophy: YouthForce believes that all youth have great potential. The power of YouthForce
rests in our ability to connect the critical players in the youth employment challenge –
students, parents, high schools, youth programs and employers –to accomplish what none can
do alone.
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What YouthForce does: YouthForce connects innovative businesses with talented youth who
can help move the business forward. YouthForce programs integrate adult coaching and
mentoring, skill building workshops and service learning, and hands on work experience in
paid internships to develop the assets and competencies that low income and underserved
teens need to achieve their educational and career potential. Our model helps employers
reach a diverse group of young people, and increases the community ties of businesses.
ASSUMPTIONS
The following assumptions frame our marketing strategy and tactics for YouthForce:
• YouthForce is operating as a non-profit organization and managed by the Boys and Girls
Clubs of King County.
• YouthForce has limited budget and resources to devote to dedicated marketing. As of this
year (2015), zero dollars are allocated toward marketing efforts.
• The website administrator is no longer actively providing development or technical
support for www.teenjobs.org making drastic changes unrealistic for the website.
• There is one dedicated YouthForce staff member available to support ongoing marketing
efforts with 50% of her time, the YouthForce executive director contributes 10% of her
time, and a third YouthForce staffer writes the newsletter.
• All top priority online marketing recommendations will be made with limited budget,
time, and resources in mind.
• The time to recruit or “convert” a major partner to work with YouthForce is 18 months.
The YouthForce digital marketing strategy can play an important part in moving a partner
from awareness to consideration.
• A conversion is a written agreement between YouthForce and a partner. After the partner
signs an agreement, a digital online strategy can support the loyalty and advocacy phases
as well (see conversion funnel below).
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YOUTHFORCE OBJECTIVES
Objective #1: Recruit two net new partners to support career internships by December 2015.
Objective #2: Recruit net new partners so that the number of internships can grow by 120%
over the next 3 years. There are currently 220 youth benefiting from internships. The goal is to
add 70 more internships over the next three years. (Note, the number of partners needed to be
recruited varies as different partners may add a different numbers of internships).
Source: http://positiveplace.org/aboutus/news/Pages/YouthForce-KeyBank-Partnership.aspx
CURRENT MARKETING SITUATION
MARKET DESCRIPTION
Supporting underserved youth in King County is a pressing need. Between 2009 and 2013,
15.8% of King County’s children were living below the poverty line. Of those youth, many lack
access to college or career planning opportunities. Following the economic downturn in 2009,
there has been increasing competition in the labor market driving up unemployment rates
among young adults. According to a 2012 labor market study, 16.7% of Washington State’s
youth, ages 16 to 24, were unemployed. Additionally, according to a national study by
Northeastern University, youth coming from a low income family (under $20,000 in pre-tax
annual income), were the least likely to work where only 1 out of every 5 teens from this group
had a job.
To support the underserved youth in the King County, YouthForce seeks to partner with
strategic organizations to provide internships allowing youth to gain beneficial life skills, college
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preparation, and career planning. By partnering with local companies that can provide
professional internships and mentoring to underserved youth, the cycle of poverty can be
broken. Also, with the help of local business sponsors, volunteers, and donors within the
community, YouthForce can flourish as a non-profit organization.
Sources: http://www.wtb.wa.gov/Documents/YouthEmploymentReport2014.pdf and
http://www.northeastern.edu/clms/wp-content/uploads/Summer-2013-Teen-Summer-Job-Market-Paper2.pdf
TARGET AUDIENCES
The following target audiences should be the main customer focus for all online marketing
activities:
Partners (YouthForce provides employment services to partners and partners supply career
internships).
● Large business with headquarters in Seattle
● National or Global brand with +/- $100m in revenue
Volunteers/Donors (YouthForce uses volunteers to educate teens in their programs and
donors to support financially).
● Educators – teachers, counselors
● CEOs and corporate level executives
● Employees of current major partners
● Non-profit advocates with disposable income to donate
Students/Teens (YouthForce helps youth break the cycle of poverty by providing training,
internships, and support during high school years).
● Youth, ages 16 - 18 with barriers to career and college success
PRODUCT FEATURES AND BENEFITS
The YouthForce organization has three programs that directly improve the lives of underserved
youth in King County. YouthForce is able to provide early work experience for young adults
allowing them to be better connected to future job opportunities and more likely to follow on
with post high school education. YouthForce is focusing on increasing the number of
internships in its Career Internship Program.
Career Internship Program
For Teens:
• Through hands-on experience during internships at local businesses, youth gain
necessary soft-skills, learn how to work under supervision, and are better prepared for
further training or education.
• Internships support youth by providing knowledge that informs their decisions about
long-term career and life goals.
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• Teens learn job readiness training, get guided mentoring, and receive individualized
college and career planning.
• YouthForce internships are paid.
For Partners:
• YouthForce partners receive job description assistance, recruiting, screening, and
interviewing of candidates.
• YouthForce partners receive staffing and payroll services.
• YouthForce partners earn positive recognition for supporting the local community and
underserved youth.
Teamwork Internship Program
For Teens:
• Provides meaningful entry-level work experiences supported by adult mentorship.
• Creates enhanced professional, leadership, and team building skills.
For Partners:
• YouthForce recruits, screens, trains, and supervises interns.
• YouthForce provides staff to support with logistics and management during working
events.
YouthForce University
For Teens:
• YouthForce University programs further engage teens beyond direct internship
placement by providing college preparation, financial literacy, and personal
development through hands-on mentoring.
• Teens benefit from learning about positive communication, healthy lifestyles, and other
life skills.
COMPETITIVE REVIEW
YouthForce Competitive Advantage
● Highly sought after internships for high school students with a focus on building
educational and career support.
● All internships are paid and provide the students with real-world working experience.
● Supports the development of underserved youth in the local King County community.
● YouthForce already has strong ties with local enterprise companies
● YouthForce is expanding within the Pacific Northwest region and will provide more
sponsorship and internship opportunities in Portland, Oregon.
Primary Competitors:
There are numerous local and national youth employment and development organizations. The
following are the primary competitors in the local market:
● Juma: http://www.jumaventures.org/
● Worksource: http://www.worksourceskc.org/default.php
● Jobcorps: https://recruiting.jobcorps.gov/
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● Seattle Youth Employment Program (SYEP):
http://www.seattle.gov/humanservices/youth/employment.htm
● Teens in Public Service (TIPS): http://www.teensinpublicservice.org/
● Powerful Voices: http://www.powerfulvoices.org/index.shtml
● Youth At Work: http://www.youthatwork.info/
Second Tier Competitors:
Additional competitors would include local community businesses providing jobs for teens or
local community programs that use volunteers and accept donations. For example, these
secondary competitors could include programs like YMCA and Young Life.
Also, organizations using similarities to the “YouthForce” name could be categorized as
competitors in web search results. For example, YouthForce 2020, Youthforce.uk, and
YouthForce in Canada working as an AIDS prevention group.
DISTRIBUTION REVIEW
Recruiting teens for the available YouthForce internships occurs primarily through the Boys and
Girls clubs of King County. YouthForce also hosts recruitment tables at high schools and hold
informational seminars about what YouthForce does.
Recruitment of partners requires a lot of word of mouth marketing and can come from a
variety of sources including recommendations from volunteers, board members, and
employees.
The website serves as an information portal for teens, volunteers, and potential partners with a
call to action to apply for internships or to reach out and learn more about partnering with
YouthForce. There is no clear call to action detailing the partner recruitment process.
Facebook and Twitter are being primarily used for showing current internship involvement
through visual content.
CURRENT ONLINE MARKETING ACTIVITY
YouthForce has a branded website and also has an informational page on its parent
organizations website (Boys and Girls Club of King County). Additionally, YouthForce has a
presence in the social media channels listed below. YouthForce has several great opportunities
to improve its online marketing to meet its goals.
WEBSITE
http://teenjobs.org/
Overview
It’s difficult to understand what YouthForce does when quickly scanning the home page. Much
of the information on the website sits on secondary pages found via the top navigation. This is
especially an issue in that YouthForce doesn’t state the benefits to its partner audience on the
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home page. From a look and feel perspective, the website looks out of date especially when
compared to a YouthForce competitor, Juma’s website (Source:
http://www.jumaventures.org/).
What’s working?
● Some content actively updated
● Social media icons on home page (Facebook, Twitter, YouTube)
● Use of rich media content such as videos
● Link to donate
Opportunities
● Clearly communicate YouthForce benefit to partner audience on home page. Example
messaging could read as “We are a non-profit employment service and we help
businesses hire motivated and talented teens for part-time positions without the burdens
of recruiting, screening, insurance, permits or part-time payroll.”
● Clearly communicate why YouthForce is different from competitors. For example, include
messaging such as “YouthForce programs integrate adult coaching and mentoring, skill
building workshops, and service learning.”
● Fix broken URLs (as referenced in the appendix).
● Update platform and layout to a more modern look and feel.
● Highlight partner success stories.
● Streamline donation option with simplified process that stays within the context of the
YouthForce website.
FACEBOOK
https://www.facebook.com/YouthForceRocks
Overview
YouthForce does a great job keeping content fresh on their managed Facebook page.
What’s working?
● Content actively updated.
● Positive interactions from teen audience.
● 479 “likes”.
Opportunities
● Leverage posts (“fresh content”) to increase awareness of YouthForce’s great work.
● Highlight partners who have hired interns with positive success stories.
TWITTER
https://www.facebook.com/YouthForceRocks
Overview
YouthForce cross-shares the information that they post on Facebook to Twitter.
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What’s working?
● Content actively updated.
● 55 “followers”.
Opportunities
● Mention major partners for re-tweet opportunities and ask partners to re-tweet posts.
● Link posts back to YouthForce website.
● Use more hashtags to improve opportunity for search.
YOUTUBE
https://www.youtube.com/user/YouthForceBGC/feed
Overview
Three recent videos (two of students, one of a YouthForce manager).
What’s working?
● Video content highlights the variety of programs offered by YouthForce.
Opportunities
● Use YouTube links on website, Facebook, and Twitter feeds to increase views.
● Add “donate” button to YouTube channel.
GOOGLE+
https://plus.google.com/104966949864893704721/posts
Overview
Profile is set up and linked to YouTube. The only content currently used are videos.
What’s working?
● Site created and profile data is accurate.
Opportunities
● Understand how this site fits into overall online marketing strategy.
LINKEDIN
https://www.linkedin.com/groups?gid=3984814&mostPopular=&trk=tyah&trkInfo=clickedVertical%3Agroup%2Cidx%3
A2-1-2%2CtarId%3A1428112527473%2Ctas%3AYouthForce
Overview
The YouthForce executive director set up a private LinkedIn group to communicate with board
members.
What’s working?
N/A – unable to view private page
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Opportunities
● Create a public LinkedIn page for YouthForce.
● Generate content (use positive outcome stories) that can be shared by YouthForce
executive director, board members, and anyone else linked to them.
● Highlight partners success stories in hiring of interns and benefits to local community.
STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND
THREATS
Definitions
● Strengths: internal capabilities that can help the company reach its objectives.
● Weaknesses: internal deficiencies to achieving objectives.
● Opportunities: exploitable external elements. Environmental scan of social, competitive,
technological, economic and regulatory issues.
● Threats: current and/or future external challenges. Environmental scan of social,
competitive, technological, economic and regulatory issues.
Strengths
● Passion for teenagers.
● Strong team.
● Funding and office space from Boys & Girls Club.
● Doing a good job of posting to Facebook on a regular cadence.
● Breadth of programming: internships, career counseling, YouthForce University.
● Proficient at word of mouth advertising.
Weaknesses
● Funding ‘gap’ to be filled every year.
● Focusing on social media channels and not on website in tandem.
● Not having a conversation on social media channels with target audiences.
● Difficulties in fundraising; long business development ramp time.
● Outdated and static content on website.
● Light marketing processes.
● Sponsorships and partnerships are mainly generated because of a business relationship
with board members or executive director and not organically created from online
marketing.
● Hard to donate from the website as the process is not streamlined or relevant to
YouthForce audience.
● No strong following on Facebook (or process in place to add followers).
Opportunities
● Huge opportunity to leverage Sounders, Seahawks, Microsoft, and Key Bank brand
partnerships.
● Leverage Boys & Girls Club messaging and align branding and content.
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● Promotion of new offerings in Portland, OR.
● Involve families in YouthForce activities.
● Sitting on a large library of content.
Threats
● Other teen job organizations competing for the same company dollars.
● Companies around Puget Sound cutting budgets and full-time positions.
● Teens less interested in Facebook with the rise in popularity of other social channels.
RECOMMENDED MARKETING STRATEGY AND TACTICS
PROMOTION STRATEGY #1 – USE ONLINE MARKETING
CHANNELS TO SUPPORT RECRUITMENT OF NEW PARTNERS
TACTIC #1 CREATE PUBLIC LINKEDIN PROFILE
We recommend that YouthForce uses LinkedIn as a unique channel to target business leaders in
order to generate awareness of YouthForce to better upport the long sales cycle of obtaining
new internship partners. This channel can be used to position YouthForce as the go-to partner
for teen employment programs in the Pacific Northwest. Additionally, this channel will allow the
YouthForce executive director the opportunity to publish and curate content related to youth
development and employment in order to be seen as a thought leader on supporting the local
youth community.
Benefits of using LinkedIn:
● LinkedIn is the primary social channel for targeting business professionals.
● There are 115M registered professionals on LinkedIn in the U.S alone.
● Professionals are signing up to join LinkedIn at a rate of more than two new members per
second (source: LinkedIn).
● LinkedIn is a valuable platform for brands interested in its highly educated, relatively mature,
professional audience (source: Business Insider).
What you’re going to do:
● Step 1. Create YouthForce profile on LinkedIn and post weekly news updates.
o Promote the page by placing a follow button on the YouthForce website and in the
YouthForce newsletter.
o Share company news (similar to what is being published currently on YouthForce
Facebook page), industry articles, thought leadership pieces, or ask followers to
weigh in on hot topics. Posts will appear on your ‘Company Page’ and in the news
feed on the homepage of each of your followers across LinkedIn.
o Visit www.LinkedIn.com and search for Juma Ventures to see a good sample profile.
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o Take a look at Larkin Street Youth Services as another example.
● How you’re going to create a public profile page for YouthForce:
o Instructions on creating a public LinkedIn profile can be found here.
o What you’ll need to get started:
▪ Company name
▪ Profile with company description and overview
▪ Banner image
▪ YouthForce logo
● Step 2. Create thought leadership content for YouthForce Executive Director to post.
o Review the following resource for deciding what content to post: Executive Playbook:
12 Steps to Becoming a Social Leader.
o Executive Director will post through her personal profile to LinkedIn “Pulse.”
o Executive Directory should actively add connections via LinkedIn to business
executives in Seattle.
● Step 3. Add a ‘Follow’ button to the YouthForce website.
● Step 4. Create a quarterly editorial calendar for posting content to the company page and for
Executive Directory to post.
o Sample content for YouthForce LinkedIn page (leverage existing Facebook content)
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o Share news aligned with YouthForce mission and vision.
o Share good news about partners.
TACTIC #2 CREATE A CLEAR CALL TO ACTION ON THE WEB SITE FOR EACH TARGET
AUDIENCE, IMPROVE SEO, AND SIMPLIFY SITE NAVIGATION
Non-profit websites share many of the same best practices as any website. They need to be
user friendly, easily navigable, and use appropriate fonts, colors, and other design elements.
But often a non-profit website needs to offer more than your typical corporate site.
Why use a website?
YouthForce’s website needs to make it easy to find out more about their cause, to donate
money, and to become more involved. It needs to make it easy for media contacts to find the
information they need and the contact information of key personnel. And it needs to do all this
in a way that’s inviting to the organization’s targeted donors and/or volunteers.
What you can do:
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● Make your website the core to your communication strategy. Links from the website should
be in every social media post, press release, marketing material, and other community
touch points.
● Continue to utilize pictures and online video.
● Make sure that each color that you use corresponds to an audience; right now there aren’t
any design or informational cues on your site to help users navigate.
● When possible, discontinue the use of the right rail, or the three boxes on the right-hand
side of the website. They duplicate navigation, confuse the user, and take up space that is
needed for primary content.
● Make sure your headlines are ‘calls to action.’ Make sure your headlines don’t get cut off
mid-sentence. Think short, snappy, and should be actionable.
● In the appendix, you’ll find a list of broken links on the website to fix.
● As a main call to action on the homepage, link to http://teenjobs.org/become-partner-site
● Improve the content on the “become a partner” site page to be very clear about why a
partner would to support YouthForce with internships and how that is done.
Site Structure and SEO
Using a simple and easy to follow website navigation structure can not only help your audience
find content faster but search engines will be able to efficiently reference your website and
provide improved search engine results.
Because search engines crawl and index the YouthForce website, page hierarchy and directory
structure is extremely important. Here are some immediate strategies to improve search
engine optimization for the YouthForce website and also improve user interaction.
1. Create a simple directory structure: use a directory structure that organizes content in logical
categories and makes it easy for visitors to know where they are at on the YouthForce site. For
example, use a directory name such as “partners” to categorize the content related to this
audience. Instead of www.teenjobs.org/become-partner-site, the directory structure should be
www.teenjobs.org/partners/ become-partner-site . This type of structure helps search engines
understand what content is important and provides logical hierarchy for your major target
audiences.
Here is a visual representation of a sample folder structure for the YouthForce website:
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SAMPLE DIRECTORY (FOLDER) STRUCTURE
2. Consolidate content: users enjoy and consume content that is well written and easy to
follow. When a user lands on a YouthForce page, it should be very clear what the page is about
and should not be overly verbose. Within 5 seconds, a user should be able to understand the
key message and call to action for each page. Specifically, there are a number of pages on the
YouthForce site that could be consolidated into one.
For example, the unique pages for Career Internship Partners, Teamwork Internship Partners,
and YouthForce University Partners could be consolidated into one “Current Partners” page that
is more visually compelling and less wordy. Because each of these programs already has a full
page dedicated to what the program is about, YouthForce can reduce duplicate content and
provide more impact per page.
3. Organize content by major target audiences: when a potential partner, volunteer, or donor
navigates to the YouthForce website, much of the current content is not relevant to them. Since
January of 2014, the top 10 most visited pages (based on page views) were focused on the teen
audience segment.
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MOST PAGE VIEWS SINCE JAN. 2014
To support the goal of growing the number of internships by attracting more business partners,
the content on the YouthForce website should be organized by the major audiences you are
trying to reach. The most relevant page for your partner audience to attract new partnerships
(http://teenjobs.org/become-partner-site) is the 68th most viewed page on the site and only
has had 61 unique visitors since January of 2014.
To help increase the number of partnerships and sponsorships, we propose the following site
navigation structure to allow your partner, volunteer, and donor audience to easily find content
relevant to them on the site.
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CURRENT VS. PROPOSED SITE NAVIGATION
Measuring Success
The key measures of success and metrics for your website include:
● The number of unique monthly visitors that visit your website
● The number of page views that those monthly visitors are spending with you
● The time spent on site
● The exit pages, or the pages from which visitors leave their site
● And the bounce rate, or the number of times someone lands on your home page and
immediately leaves, or ‘bounces.’
Note, all of this data can be queried via the YouthForce Google Analytics account.
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TACTIC #3 – DELIVER A MONTHLY EMAIL NEWSLETTER
Establishing an email marketing campaign in the form of a newsletter with quality content and
routine communication is a great way to reach a wide audience for a relatively low cost. A
newsletter can achieve multiple marketing goals such as building product awareness,
promotion of a particular program, increasing brand loyalty, and even generating revenue
through donations.
Key points to consider:
● Subject lines should be timely and tailored the YouthForce audiences.
● The email delivery tool should allow for easy “opt-in” signup and efficient unsubscribe
capabilities.
● Design and layout should be easily viewed on both the web and mobile devices.
● Content should tell compelling stories that resonate with CEOs and business leaders of
potential or current internship partners.
● Include social sharing functionality to Facebook and Twitter to enhance audience reach.
● Make sure the email reads well without images as mail servers block them by default.
● Establish a regular cadence for sending the newsletter – recommendation is monthly.
● Test different parameters, subject lines, and types of content to determine which variables
contribute to higher open and conversion rates.
Email distribution recommendations
We suggest Mail Chimp as the platform to deliver your marketing emails. This is a free tool and
allows you to manage up to 2,000 subscribers for no cost. The platform also features
inexpensive upgrades for only $10/month to receive benefits such as email or live chat with a
customer service representative to better optimize the subscription.
Mail Chimp also features analytics and reporting to measure the success of your email
campaigns. The service offers modern and sophisticated design templates with easy
“drag-and-drop” editing.
An email signup button can also be easily integrated on the YouthForce website using Mail
Chimp. This will be an effective way to drive growth of the distribution list from website
visitors. There are multiple integration services with websites built on Drupal such as the
YouthForce website.
Newsletter content strategy 1: storytelling and partner awareness
To drive awareness of YouthForce benefits to potential and current partners, a storytelling
content strategy should be put in place. To support the growth of new partners, content must
be relevant to the CEO and business executive audience. The success stories of current
partners can be highlighted and the benefits of partnering with YouthForce should be clearly
articulated.
The content strategy should explain how partnering with YouthForce can benefit their
business. The content should also illustrate why a business would want to partner with
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YouthForce. Highlighting past partnerships and performing interviews with current mentors is a
great way to build product and brand awareness. Sharing a success story of how a teen was
supported through an internship and what benefits the business got out of the relationship
appeals to the emotional side of YouthForce readers and improves the chances of social
sharing. By articulating how a partnership directly benefited the life and long-term success of a
teen, this in turn can go a long way to building awareness of the YouthForce organization.
Additionally, guest articles from current partners should be incorporated into each newsletter.
User generated content from current partners creates trust with the YouthForce audience and
helps support the brand from an unbiased perspective.
Newsletter content strategy 2: fundraising and donation campaign
A newsletter can be used as an inexpensive way to drive conversion for fundraising efforts
during certain campaigns or times of the year. With email analytics, YouthForce can
understand conversion rates to determine the percentage of recipients who actually clicked
the “donate” link embedded in the newsletter. By dividing the total number of clicks on the
donate link by the total number of individuals who opened the email, YouthForce can
determine a conversion rate percentage (# clicks ÷ # of emails opened). This metric is useful to
monitor over time and over the course of multiple campaigns. YouthForce can also experiment
with various placements of the donate link or different calls to action to determine what works
best for their audience.
Visual content such as infographics are also an effective way to illustrate donation metrics and
drive intended behavior. If the YouthForce audience can quickly view an infographic and
understand how their money support a YouthForce intern, they will be more likely to donate,
both now and in the future.
PROMOTION STRATEGY #2 CREATE QUARTERLY
CONTENT CAMPAIGNS WITH SPECIFIC CALLS TO ACTION
TACTIC #1 LINKEDIN
● Post information on partner opportunities via YouthForce LinkedIn page.
● Post information on volunteer opportunities – use a call to action to sign up and get
involved.
● Newsletter awareness – use call to action to subscribe.
● Executive Director should post YouthForce updates with calls to action to learn more
about becoming a YouthForce partner.
TACTIC #2 FACEBOOK
● Organic posting of Youth Force University Workshops, fundraising events, and
internship involvement.
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● Event awareness for volunteers – use a call to action to gain volunteer sign up and
involvement.
● Newsletter awareness – use a call to action to subscribe.
● Linking to current sponsors and partners.
● Linking to desired landing pages on YouthForce website to increase web traffic.
Opportunity: Add link to teenjobs.org
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Example: Great use of linking to YouthForce website
TACTIC #3 TWITTER
● Organic posting of Youth Force University workshops, fund raising events, and internship
involvement.
● Event awareness for Volunteers – use clear call to action to gain volunteer sign up.
● Newsletter awareness – use call to action to subscribe.
● Linking with current sponsors and partners. Work with PR teams to use website linking to
drive people from social post directly to YouthForce website to increase overall traffic to
desired landing pages.
TACTIC #4 YOUTUBE
● Produce informational videos about YouthForce University workshops.
● Use video content to highlight outstanding Teen internship performance.
● Add a donate button directly to YouTube videos.
TACTIC #5 GOOGLE ADWORDS (PAYPERCLICK ADVERTISING)
Pay-per-click advertising via Google AdWords is an effective channel to reach a specific target
audience who are searching for keywords related to YouthForce on Google. Google AdWords
is Google’s online advertising program that allows YouthForce to display ads on Google’s
search engine results page and place monetary bids on certain keywords related to the
business. Reference the following screen shot to see where Google ads are placed on a typical
search results page:
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ADVERTISEMENTS ON GOOGLE’S SEARCH RESULTS PAGE
Google Ad Grants is the nonprofit portion of Google AdWords providing up to $10,000 per
month in free advertising for qualifying nonprofits. This is a fantastic opportunity for a nonprofit
organization like YouthForce to take advantage of free support from Google. This program does
require that a nonprofit hold current and valid charity status (501(c)(3)). To apply, visit the
Google for Nonprofits site: http://www.google.com/nonprofits/join/
If accepted into the program, we recommend the following generic and local keywords to be
bid on for ad placement. These will help potential partner and volunteer audiences find
YouthForce on Google:
● Teen jobs
● Teen employment
● Career internship
● Teen development program
● Jobs for teens
● Volunteer for teens
● Youth internship partnerships
● Provide jobs for teens
23

● Internship recruitment
● Youth sponsorships
● Youth development for executives
● Youth internships
● Donate to youth
● Part-time jobs
● Young adult jobs
● Teen job programs
● Youth jobs nonprofit
● Building youth futures
● Underprivileged youth jobs
● Empower underserved youth
● Internship Seattle
● Jobs for teens in Seattle
● King County jobs for teens
The text to include for the YouthForce advertisement should be tailored to the specific
audience they are trying to target (partners, volunteers, or donors) and should explain the
value of partnering with YouthForce. For example, here is potential advertising copy targeting
the business partner audience:
EXAMPLE AD COPY
Over time YouthForce can experiment with different ad copy and begin to understand the type
of content that generates the most clicks. Additionally, YouthForce can link their AdWords
account to Google Analytics to track the performance of advertising campaigns against
conversion metrics and measure website traffic as a result of ad placement. YouthForce can
track individual keywords and phrases to make sure the ads are operating in the most efficient
way possible. The flexibility and ease to change ad copy will provide instant results to test and
modify and as traffic to the YouthForce website increases, this will improve overall search
engine optimization.
PROMOTION STRATEGY #3 – ENHANCE PARTNER BENEFITS
TACTIC #1 PARTNER PROMOTION PACKAGE
When a partner is on-boarded, perform a marketing intake process and collect the following
information to be used in campaigns and pushed out via social engines:
● Company overview
● Executive photos and contact names
● Company logo
● Company LinkedIn, Twitter, and Facebook information
24

● Social marketing contact
● PR contact
● Video interview of executive sponsor responding to “Why we chose YouthForce” - for
use on YouTube
● Video of executive sponsor explaining “Overview of company” - for use on YouTube
● Annual event calendar of major company activities
For each partner, create editorial calendar with:
● Social engine
● Content
● LinkedIn, Twitter
● Content from marketing intake, re-post/Tweet partner content, promote partner events,
campaigns that include partners
● For each partner, get social media plan and identify integration points
Example - Acumatica
● Social engine
● LinkedIn
● Web
● Twitter
● YouthForce
● Supply content for Acumatica to post on LinkedIn once per month
● Supply photos, story of YouthForce events for Acumatica to once every two months.
● Schedule HootSuite to Twitter message to Acumatica once per week
TACTIC #2 CREATE ANNUAL PARTNER AWARDS
YouthForce can introduce Annual Partnership Awards to be promoted across the YouthForce
website, newsletter, and social channels. Partners can be evaluated on the criteria of the
number of internships provided to YouthForce and the impact of their work in bringing
employment to teens.
Awards can be in the following categories
● Platinum Partner Award - category for companies that recruit the most interns per
calendar year.
● Sustainment Partner Award – category for companies that recruits the most interns
year over year.
● Innovation Partner Award – category for companies that provide the most technically
innovate internships.
● New Partner Award – category for best new partner of the year as designated by
YouthForce board members.
A major benefit of creating an annual awards process is that it creates content that can be
propagated through LinkedIn and other social channels to generate awareness of partner
accomplishments. This can be amplified by working with partner marketing departments so
25

that partners promote the same content through their online channels. This creates positive PR
and evangelizes the good work of companies, like YouthForce, in King County.
PROMOTION STRATEGY #4 – IMPROVE ONLINE DONOR
STRATEGY
Best Practices for Improving Online Donations
(Source: Network for Good, the 2015 Online Fundraising Report)
YouthForce has an opportunity to get additional support to cover program costs through online
donations. Below are several best practices taken from Network for Good: The 2015 Online
Fundraising Report. These recommendations require changes to the YouthForce website so
may be a lower priority than other activities because of the needed investment.
Best practice #1
The online giving experience should build a relationship. The online giving experience should
be intimate and coherent. Online fundraising is similar to face-to-face fundraising in that it is
about building a relationship with the donor.
What does this mean for YouthForce?
Donors expect a connection – not simply a transaction – with the causes they support. Ideally,
a donor could give directly from the YouthForce web site.
Donation levels: YouthForce should identify how different sized gifts could
Encourage the donor to opt-in for further contact. Include an opt-in to
Recommendations
Offer a rich post-donation experience and thank you process. After submitting from the
YouthForce website. Currently, when someone donates to YouthForce, they are taken to the
Boys and Girls Club website and must select from a drop-down to identify YouthForce as the
recipient. Change the lives of underserved teens to make the experience more intimate.
The donation selection could look something like this:
● Lunch – employment training – Saturday session – 5 teens $25
● Room rental – job skills training – evening session – 30 teens $100
● Make it happen – youth internship support – 1 youth/1 year $500
● Break the cycle – youth internship support – 5 youth/1 year - $2500
● Fund-a-need (custom amount) – YouthForce needs $10,000 to expand in Portland where
23% of teens live below the poverty line – donate a custom amount to help us achieve this
goal – [enter amount here]
● Custom donations for programs or memorials communications option so that the donor can
be placed on the YouthForce email list and be contacted for subsequent campaign. After a
donation, the donor should land on a page with a thank you and summary of how their
donation will make a difference. They should receive a thank you email.
26

Best practice #2:
The giving experience matters. The average donation size through a generic page is 30% lower
than through a branded page. Even a small improvement in the donor experience will improve
giving.
The donation form should be on the YouthForce page or appear to be on the page. The
donation page should include the YouthForce
Recommendations
Opportunities for improvement: logo, name and brand colors. The page should also include
compelling photo that illustrates the impact of YouthForce work.
Donation button: Work with a web developer to optimize the donation process into a seamless
experience from the YouthForce website. The same donation button could be placed on social
media sites and in the newsletter.
Donation process: Simplify the process. The more steps required by a donor, the less likely he
is to donate. Again – add a compelling post-donation process.
Best practice #3:
Recurring donation is a major driver of online donations over time.
Offer online donors a chance to opt-in for the
Recommendations
● Plan online giving campaigns to previous donors.
● YouthForce newsletter and other communications. Online giving spikes during December.
Nearly one-third of online giving occurs during this time so plan a campaign at this time.
Best practice #4:
The majority of all email now opens on a mobile device so non-profits need to make sure their
online donation process is accessible on a mobile device. This means the website needs to be
mobile friendly and responsive.
Whether the YouthForce keeps its current donation page on the Boys and Girls Club site or is
able to create their own donation page, the page should be accessible on a mobile device.
27

MARKETING RESEARCH
Reliable research helps to create a map in defining the YouthForce mission relative to similar
organizations and in locating and tapping resources. Knowing that YouthForce offers distinct
and rewarding benefits, this sustains internal motivation and engages donors and other
supporters.
What You Need to Know
Regardless of its origins, a nonprofit flourishes only when the founders and their stakeholders
are confident in the value of their unique, compelling purpose.
While YouthForce may think its mission, audience or model is unique, chances are that it isn’t.
With one million nonprofits in the U.S., many address similar issues or respond to similar
needs.
As a result, nonprofits need to find ways to maneuver through the crowd to acquire funding
and supporters. Too many of the same type of organization also confuses the public. If they
can’t tell the difference between your nonprofit and others, how can they decide which is
worthy of their time, energy and money?
Take, for example, Susan G. Komen for the Cure and the Avon Foundation’s Walk for Breast
Cancer. Both organizations support community-based events focused on raising money for
breast cancer. Funds from the Komen race support research aimed at finding a cure for the
disease. Proceeds from the Avon events also support research, but most contributions are
used to give medically under-served women and men diagnosed with breast cancer access
to much-needed screening, support and treatment.
Market Research Basics
Research helps discover the “who’s who” within the universe of similar nonprofits. Spending a
few hours on the Internet searching for like-minded organizations gives YouthForce the first set
of directions in deciding where they stand among their peers.
Additionally, YouthForce will need to do more in-depth analysis of similar nonprofits by:
● Talking with funding sources that give money to similar organizations and learning why
they support these groups.
● Speaking with stakeholders at other nonprofits within their sphere to find out what
other resources are needed to help the cause and how they are willing to help.
● Reviewing industry-related publications and media coverage of like-minded nonprofits
to learn their story and how they are telling it.
● Visiting sites like Charity Navigator or Guidestar to gather funding and organizational
data of other nonprofits.
● Studying marketing and communications materials from other organizations to learn their
“language” and how they visually present themselves to their audience.
● idealist.org
28

After completing research, it’s time to reexamine the YouthForce messaging and mission:
● Are you meeting an unmet need?
● Are you distinct and remarkable?
● Is your offer to donors and members compelling?
● Do you do a good job telling your story?
If YouthForce can clearly communicate their unique advantage at solving a problem or meeting
a need, they have successfully differentiated their organization from the crowd and have a
better chance of engaging support.
But, if research leads YouthForce to discover that are simply vanilla, one of too many others,
sustaining the nonprofit will likely be an ongoing and long-term challenge.
The More You Know
Other valuable research tools can help further sharpen YouthForce’s focus and establish a
niche.
• Internal: Involve the YouthForce staff, board members, and volunteers in assessing the
nonprofit’s strengths, weaknesses and values. Ask YouthForce staff to explain the company
mission. Is everyone on the same page, or are there different responses? Make sure the vision
and value have traction internally so that everyone is singing the same song.
• External: Talk with members, donors, and clients to find out their perceptions of the
YouthForce purpose in the community. Their answers will help identify both challenges and
opportunities in communicating brand message.
• Qualitative: Focus groups and formal interviews allow people to share their experiences with
YouthForce, their passion for the cause, and what they are willing to do to support the
YouthForce purpose. Where do they get information related to the YouthForce mission and
vision? Do they go online, read newspapers or join clubs? Are people enthusiastic and
motivated about the work YouthForce does or are they burned out? While anecdotal, the
information can be very powerful in helping solve problems and develop new approaches.
● artafact.com
• Quantitative: Based on statistical data gathered from a large number of people, this type of
research is typically conducted through surveys. Online, telephone and mail questionnaires,
the most common types of tools used in quantitative research can help assess what issues or
services have broad-based support.
● questionpro.com/nonprofit-research
• Ethnographic: The purpose of ethnographic research is to uncover the actual habits and
behaviors of people as they experience the YouthForce organization rather than what they may
say in response to a survey. By connecting with people based on their beliefs and behaviors,
YouthForce is much more likely to make a deep and meaningful connection with them and
29

move them to action. The concept of ethnographic research was used successfully in
motivating Third World country residents to use soap to prevent the spread of diseases by
uncovering what local people believe is dirty. Find out more about this fascinating campaign at
globalhandwashing.org.
● ethno-insight.com
Understanding the primary YouthForce stakeholders more deeply and assessing current
messaging, mission, and values shows YouthForce where they fit in the world of nonprofits.
Research helps YouthForce take stock, test theories, and make clear decisions about the
organization’s direction to guide long-term success.
Source: http://www.redroostergroup.com/2010/09/19/research-for-your-nonprofit/
MARKETING ORGANIZATION
Shawna Boggie
YouthForce Executive Director
Key Actions
● Position herself as a thought leader on LinkedIn. Post relevant content to her own LinkedIn
profile. This could be re-posting interesting articles on teen employment, re-posting content
from YouthForce newsletter, Facebook, Twitter or other social channels. She should build
her personal brand as an authority on empowering teens through employment programs.
● YouthForce University workshops
− Interact with current Board members on creating new potential partners/sponsors.
− Create involvement for sponsors/volunteers.
● Co-engage YouTube channel development. Direct and approve channel content.
● Act as Monthly newsletter editor.
− Edit and approve Monthly newsletter.
− Distribute to proper social channels.
● Work as email director. Set up and collect email list from vetted sources.
Hadley Morrow
Administrative Assistant
Key Actions
● Update and monitor Facebook and Twitter social media accounts.
− Accumulate content.
− Promote events, newsletters, internships, and general information.
− Interact and respond to questions/comments.
● Post Facebook content to YouthForce company LinkedIn profile.
● Co-engage YouTube channel development.
− Use YouthForce content to produce videos and informational material for channel.
− Monitor and respond to questions/comments.
● Act as email distribution manager to:
− Manage and send email content.
30

− Make an email schedule calendar for each social channel.
− Promote newsletter sign up and social channel interaction.
− Promote volunteer sign up.
Newsletter Manager
Key Actions
● Create monthly newsletter that is shared across multiple social channels.
● Submit newsletter content to executive director for approval and distribution channels.
● Monitor newsletter signup via website and social channels.
31

QUARTERLY ACTION PLAN
   Quarterly Campaign
   Month 1 Month 2   Month 3
Channel Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4
Events
YF on
the
Road
Event
Board
meeting
Career
Coaching
& Job
shadowin
g
YFU
Workshop
Board
Meeting
YFU
Workshop
YF on the
Road
Event
Sounders
Event
Event
TBD
Board
Meeting
Event
TBD
YFU
Workshop
Email
Up
coming
Events
YFU
Worksh
op
Board
Meeting
recap
Upcomin
g YFU
Event
Newslette
r Recap
Upcomin
g
Sounder
Event/YF
U Event
Board
Meeting
recap
Event
blast
Newslette
r Recap
Sounder
event
recap
Upcoming
Events
Board
Meeting
Recap
Upcoming
YFU
event
Newsletter
Monthly
Newslette
r
Monthly
Newslette
r
Monthly
Newslette
r
Facebook Content Curation Content Curation Content Curation
515 updates per week covering all Events   515 updates per week covering all Events   515 updates per week covering all Events
Twitter
Content Curation Content Curation Content Curation
515 updates per week covering all Events   515 updates per week covering all Events   515 updates per week covering all Events
LinkedIn
Volunteer/
Partner
Awarenes
s
Board
member
interaction
Partner
company
volunteers
YFU
Volunteers/
sponsors
Newsletter
sign up
Volunteer
Awareness
Board
Member
Interaction
Volunteer
CTA
Partner
CTA
Volunteer/S
ponsor
interaction
Sounders
Event
interaction
Newsletter
CTA
Event
Volunteers
Newsletter
CTA
Board
Member
CTA
Volunteer
Awareness
Event
awareness
YFU
volunteer
interaction
newsletter
CTA
YouTube
Featured
Video
Featured
Video
Featured
Video
Quarterly
Recap
video
What's
new and
coming in
the next
months
Google Ad
Grants
Google
Ad
Grants
Updates
Google
Ad
Grants
Updates
Google
Ad Grants
Updates

MARKETING BUDGET AND RETURN ON INVESTMENT
(ROI)
As outlined in our assumptions, YouthForce currently has not allocated any of their annual
operating budget specifically for marketing efforts. We recommend YouthForce allocate 12 -
15% of the annual budget to be dedicated toward marketing efforts. This percentage is
comparable with non-profit industry standards.
By allocating a specific dollar amount toward marketing, YouthForce can then calculate a
return on investment for their marketing strategy and tactics. When a YouthForce sponsored
teen begins an internship, the hosting partner will generally cover 70-80% of the overall costs
associated with the intern. This leaves a gap of 20-30% of the interns cost that must be
32

subsidized by fundraising and grant money. We believe YouthForce should lessen this burden
by attracting top enterprise companies that can afford to sponsor the entire operational,
recruitment, and teen salary costs.
By dedicating marketing dollars toward growing the number of available partners to supply
internships, YouthForce can in turn measure the value of their efforts and assume a specific
return on their investment. Based on the goal of signing two additional partners by the end of
the year (2015) and growing the number of available internships by 120% over the next three
years, YouthForce can determine if marketing dollars supported the growth of these metrics.
If we assume a $100,000 operating budget, 12 - 15% of those funds should be dedicated to
marketing efforts. We propose the following dollar amounts be aligned to strategic online
marketing channels based on these figures:
● YouthForce website improvements: $12,000
o These funds will go toward website content consolidation, updates to page
hierarchy and domain structure, removal of evergreen content, and TBD based
on Mary’s analysis…
o The $12,000 assumes about 1.5 months of dedicated time for a web developer at
a rate of $50/hour.
o By bolstering the YouthForce web presence, improving SEO, and making content
more clear and actionable, they can measure the flow of web traffic and track
against the goal of increasing the number of available internships.
o Additionally, the team can measure if the investment in improving the web
presence created a shorter deal-flow for signing new partners.
● Newsletter development: $500
o These funds will allow YouthForce to upgrade to the monthly “Pay As You Go”
option for only $10/month to obtain customer service support from Mail Chimp.
o The remaining $380 should be allocated toward web development costs of
embedding an HTML signup form on the YouthForce website to provide efficient
newsletter signup.
o Newsletter signup metrics can be measured before and after the “sign up” button
is added to the website.
● Donation Optimization $TBD
o TBD…
33

APPENDIX
BROKEN LINKS
http://www.teenjobs.org
100% scanned - 330/330 URLs checked, 315 OK, 15 failed
Scan completed with 15 errors. See report. Retry dead links
Status URL Source link
1. -1 Not found: The
server name or
address could not be
resolved : Unknown
error
http://teenjobs.orgcontact-us Sponsor
server name or
resolved : Unknown
error
http://teenjobs.orgsites/all/themes/youthforce/images/b
oysgirlsclublogo.png
<No Text>
server name or
resolved : Unknown
error
http://teenjobs.orgsites/all/themes/youthforce/images/vi
deo-thumb.png
<No Text>
server name or
resolved : Unknown
error
http://teenjobs.orgsites/all/themes/youthforce/images/pl
ay.png
<No Text>
server name or
resolved : Unknown
error
http://teenjobs.orgsites/all/themes/youthforce/images/gr
eatfuturesline.png
<No Text>
server name or
resolved : Unknown
error
http://teenjobs.orgsites/all/themes/youthforce/images/fa
cebook.jpg
<No Text>
server name or
resolved : Unknown
error
http://teenjobs.orgsites/all/themes/youthforce/images/t
witter.jpg
<No Text>
server name or
resolved : Unknown
error
http://teenjobs.orgsites/all/themes/youthforce/images/yo
utube.jpg
<No Text>
34

server name or
resolved : Unknown
error
http://youthforce.geocko.com/campaigns/8oy Donate online
10.404 Not Found http://teenjobs.org/partner Become a Partner
11. 404 Not Found http://teenjobs.org/Career Internship Program
Career Internship
Program:
12. 404 Not Found http://teenjobs.org/TeamWork Internship Program
Teamwork Internship
Program
13.404 Not Found http://teenjobs.org/YouthForce University YouthForce University:
14. 400 Bad Request
http://maps.google.com?q=4520+Martin+Luther+King+Juni
or+Way+South%2C+Seattle%2C+WA%2C+98108%2C+us
Google Maps
15.400 Bad Request
http://maps.google.com?q=4520+Martin+Luther+King+Juni
or+Way+South%2C+Seattle+%2C+WA%2C+98108%2C+us
Google Maps
PERSONAS
The following personas can be used to frame context for how to best reach the primary
YouthForce target audiences.
Partner Audience
Clark
▪ Age 57
▪ Male
▪ MBA from Stanford University
▪ Household income $200,000
▪ Bellevue, WA
▪ Empty nester
Marketing Executive for a Major Fortune
500 Company
Manages national product development.
Clark is a 59 year old business executive living in the Bellevue area. He is an empty nester who
lives an active lifestyle and enjoys taking his yellow lab on outdoor activities. Clark works
50-60 hours per week and is very involved in his company’s philanthropic events. He is a
strong networker and is generally well known in his industry. In his free time, Clark enjoys
playing a round of golf in the early morning on a sunny Sunday.
Volunteer/Donor Audience
35

Sally
▪ Age 42
▪ Female
▪ BS of Finance from University of Washington
▪ Household income of $120,000
▪ Edmonds, WA
▪ Household bread winner with 2 kids
Finance Manager for large Regional Bank
Sr. Financial Account Manager for the western Region.
Sally is a 42 year old hard-working and thinly stretched soccer mom. Sally loves her kids and
actively participates in all of their extra-curricular activities. She takes pride in her work and
has been honored with Employee of the Year twice. Any and all of her extra time is spent
managing her family’s schedules and taking on vacation when possible.
36

Teen Audience
Abby
▪ Age 17
▪ Female
▪ Franklin High School
▪ Seattle, WA
▪ Oldest of 3 children
Junior at Franklin High School
Made Honor Role freshman and sophomore year carrying a 3.59 GPA
Abby is a very family oriented person. When Abby isn’t working part time at the bakery 3
blocks away, she spends extra time at home helping take care of her two younger siblings. She
listens to top 40 music and plays a little guitar (but only in her room). At school, Abby
participates in student government and is active at the local Boys and Girls club. She is an
internet junkie and loves Information Technology. She hopes to attend UCLA after high school
and hopes to be the first person in her family to graduate College.
37

CONVERSION FUNNEL
Example conversion funnel with recommended digital online strategies mapped to each
phase of the customer journey.
38

TARGET PARTNERS – KING COUNTY
These company lists are taken from the Puget Sound Business Journal’s Book of Lists, published
on an annual basis. The Book of Lists information includes company revenues, number of
employees, and a contact person. A subscription to the PSBJ is required to access the book of
lists, at http://www.bizjournals.com/seattle/research/bol-marketing/.
Best Workplaces – Extra-large Companies
1. Accenture LLC (832 Washington employees)
2. BECU (1,246 Washington employees)
3. Columbia Bank (1,100 Washington employees)
4. DaVita HealthCare Partners (850 Washington employees)
5. EMC Corp., Isilon Storage Division (820 Washington employees)
6. Moss Adams LLP (587 Washington employees)
7. Precor (501 Washington employees)
8. Regence BlueShield (1,768 Washington employees)
9. Slalom LLC (749 Washington employees)
10. Tableau Software Inc. (850 Washington employees)
Largest Employers
1. The Boeing Co
2. Joint Base Lewis-McChord
3. Microsoft
4. Navy Region Northwest
5. University of Washington
6. Amazon.com
7. Providence Heath & Services
8. Wal-Mart Stores
9. Fred Meyers Stores
10. King County Government
11. Franciscan Health System
12. United States Postal Service
13. Starbucks Corp.
14. MultiCare Health Systems
15. Swedish Health Services
16. City of Seattle
17. Costco Wholesale Corp.
18. Nordstrom
19. PeaceHealth
20. Group Health Cooperative
21. Alaska Air Group
22. Virginia Mason Medical Center
23. Fairchild Air Force Base
24. Target
39

25. Seattle Public Schools
Largest Private Companies
1. Saltchuk Resources (family of diversified transportation and petroleum distribution
companies)
2. Darigold, Inc.
3. REI
4. Tri Marine International
5. Zones, Inc.
6. Savers
7. URM Stores
8. Milliman, Inc.
9. Windermere Real Estate
10. Perkins Coie LLP
11. Charlie’s Produce
12. Powell-Christensen Inc. (a diversified company with major interests in fuel, automobile
sales, retail tire sales)
13. McKinstry
14. American Seafoods Group
15. North Coast Electric
16. Aqua Star Corp
17. Moss Adams LLP
18. Pyrotek, Inc.
19. Bartell Drug Co.
20. Tree Top Inc.
21. Harbor Wholesales Grocery Inc.
22. Titus-Will Automotive Group
40

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