Koala Bear Rescue Project 4.26 - UC Berkeley Extension Digital Marketing

Project 1: Group 3
Alice Kim
Bridgette Travis
Dennis Ilog
Lili Amor
Nils Hansen
Tamar Grigoryan
November 7th, 2020
1

AGENDA
◦ Business Overview 3-7 pg
◦ Marketing Plan 8-14 pg
2
🐨 Website Planning 15-35 pg
2
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Koala Bear Rescue Project is a business to consumer non proﬁt that rehabilitates Koalas
suffering from physical injury and/or habitat destruction. Established in 2020 as a direct
result of the historically destructive bushﬁres which rampaged the Australian bush
displacing thousands of native Koala’s and burning millions of eucalyptus trees. We reach
out to the world for donations and focus our spending exclusively on Australia.
Value Proposition
A quick and easy way to help at risk Koala Bears in Australia no matter where you are.
BUSINESS OVERVIEW
3

BUSINESS OBJECTIVES
4
● Objective 4
● Achieve annual fundraising goal of 1 million AUD by end of 2021.
● Achieve 20% of total donations from donors outside of Australia by
end of 2021.
● 50% of all donations are monthly subscription donations by end of
2021.
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5
BRAND IDENTITY
Brand voice: Warm, knowledgeable, friendly, empathetic, activist mindset, cute.
● Passionate: Strong verbs/champions for our industry
● Authentic: Honest and direct
● Playful: light-hearted with professional undertone
Typeface: Rubik (headers) and Arial (paragraph/test)
Brand Imagery: Lots of large bold imagery to tell our brand story.
Logo:
Brand colors:

AUDIENCE DEMOGRAPHICS
6
Donation Behavior Geography Platforms
Millennials 40% are enrolled in
a monthly giving program - Avg
donation of $481
Gen X 49% are enrolled in a
monthly giving program. Most
likely to donate time
Baby Boomers 49% are
enrolled in a monthly giving
program - avg donation of
$1,212
Target customers come from all
over the 🌏 with a large
concentration in Australia.
31% of donors worldwide give
to NPO’s outside of their
country of residence.
Millennials are super phone
users and donate via mobile
after watching online
videos. 47% donate through
a website.
Gen X Email prompted 31%
of all donations. 59% are
inspired to donate by a
message/image they saw on
social media.
Baby Boomers 21% give
through Facebook
fundraising tools

EXECUTIVE SUMMARY
After the 2020 bushfires in Australia, Koalas are at more risk than ever of
becoming an endangered species. To help ensure the future of Koalas, Koala
Rescue Project is entering the animal non-profit world to aid in the
conservation, rehabilitation, and management of Koalas and their habitats.
In our first year, we aim to bring global awareness to our mission using social
media and an educational website to raise awareness and money to
rehabilitate and rebuild essential Koala environments.

MARKET ANALYSIS
8
● Global Annual Donations for Animal Conservation +$100B annually.
● Lots of Competition: Tens of thousands animal rights groups around the world.
● 31% of donors worldwide give to NGOs & NPOs located outside of their country of
residence.
● 41% of donors to animal conservation give in response to natural disasters.
● Market Demographic: 64% of donations are made by women.

9
AUDIENCE
ANALYSIS
Prospect/Crisis Donors Subscription Donors Tax Write Off Donors ($$$)
Age Range 18 - 35 25+ 35+
Lifestage Early to middle adulthood Middle to late adulthood Late adulthood
Income $25,000 - $50,000 $50,000-$100,000 $100,000- up
Gender Mostly female with some male Mostly female with some male Mix (female/male)
Donor Behaviors ● Donations range from small to
medium.
● Will donate if they have extra
money and also have a personal
connection to a nonprofit’s
mission.
● Are willing to donate time
instead of money.
● Donating to wildlife nonprofits are
a regular part of their life.
● Membership donation to a
nonprofit is appealing.
● Will donate extra at some point
during a crisis if notified.
● May take years to cultivate
membership.
● Give in large sums once or possibly
annually.
● Usually introduced to nonprofit
through board member connection.
Values &
Opinions
● Believes in helping out no matter
how small the contribution.
● Loves animals and sympathizes
with global warming's impact on
wildlife.
● Loves animals, has a pet cat and
sympathizes with wildlife
struggles.
● Doesn’t have time for volunteering
consistently at a non-profit.
● Hobbyist photographer & bird
watcher.
● World Traveler.
● They have a moral self-obligation to
use their wealth to positively impact
the world.
Pain Points Doesn’t have a large amount of
disposable income but still wants to make
a difference.
Deeply affected by koala/animal struggles
but doesn’t have the time or energy to
spend directly but will help with timely and
regular donations instead.
They are busy individuals and have little time.
Because large sums of money are being
donated, they are concerned with how their
money is being used.

AUDIENCE SEGMENTS
10
Crisis Donor
Subscription
Donor
Tax Write Off
Donor
Volunteers time rather
than donate money due to
budget restrictions.
Makes smaller
contributions in response
to relevant global issues.
Has a companion animal.
Donates $100 monthly.
Career gets in the way
with volunteering in
person.
Makes annual large
sum donations +
$2,000.
Loves traveling & wild
life photography.

11
CUSTOMER PERSONA
Online Behaviors
● Instagram, Facebook, Email,
Linkedin.
● High tech-proﬁciency
● Does majority of shopping
online.
● Main medium of technology:
IPhone
Challenges/Pain Points
● Career driven and busy.
● Wants to support koalas but
does not physically have time to.
Needs an organization’s help to
make sure her donations are
going to places that she believes
needs her help.
Motivations
Cares deeply about making an impact,
authenticity, sustainability, and enjoying
life while working hard.
Personality Traits
Social, curious, cultured, independent,
world traveler.
Interests
Third-wave coffee (Blue Bottle) animals,
digital marketing myth busting, tech.,
local food, family, humanitarian
projects.
Beliefs
Wildlife and conservation efforts,
animal rights female empowerment,
authenticity, unique individualism,
social justice.
Name: Elisha Koala
Age: 28
Marital Status: Single
Location: San Francisco, CA
Education: B.A.
Income: $85,000 -100,000
Spending habit: Rent, Coffee &
Outdoorsy Weekend Trips
Lifestyle: Active (2-3x week)
Subscription Donor

COMPETITIVE ANALYSIS
12
Top Competitors Strengths Weaknesses
Friends of the
Koala
● Assets:Blog, Youtube, FB, Newsletter
● Kids corner on the website
● Community Education
● Volunteer Opportunities
● Overwhelming User
Experience - Too many
messages in one place
Australian Koala
Foundation
● Social Media Presence: FB, IG, Twitter,
Youtube
● Good User Experience -Clear CTA
● Newsletter
● Educational: Habitat map
● No blog
Lone Pine
Sanctuary
● Live Koala Cameras - Youtube
● Excursions with Covid Safe plan
● One social media
channel:FB
● Targeting locals mostly
with onsite visits

MARKETING PLAN
13
Objectives KPI’s
Objective 1 Drive 10k followers from social
media to our website by end of Q2
2021.
Social Media Followers
Year 1 Goals: IG 10,000, FB 10,000
Objective 2 Achieve 500,000 website visitors
via organic search by end of Q4
2021.
Site Visitors
Year 1 Goal: 500,000
Objective 3 Grow number of monthly
“adoption” donor subscribers to
10,000 people by end of Q4 2021
from email signups on the website.
Subscription Members
Year 1 Goal: 10,000
Objective 4 Raise $500,000 AUD by Q3 from
new donors on the website.
Revenue
Year 1 Goal: $1,000,000.00

MARKETING STRATEGIES
14
🐨 SEO
🐨 Website
🐨 Content

CONTENT MARKETING TACTICS
Koala Livestream Video
Email Required - Lead
generation
Owned Asset
Adopt A Koala - Content
Campaign
Connect donors to individual
Koala Bears
Owned Asset
Organic Social Media
Campaigns
Repurposed blog &
livestream for social channels
targeting
Millennials: IG
Gen X : FB
Baby Boomers: FB
Non-Owned Asset 15
Blog - Link Building
Create educational &
shareable content to boost
SEO.
Owned Asset
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METRIC ACTION PLAN
Objectives KPI’s Systems/Platforms
Drive 10k followers from
social media to our website
by end of Q2 2021.
Social Media Followers
Year 1 Goals: IG 10,000, FB
10,000
Google Analytics:
Acquisition > All Trafﬁc > Channels
Achieve 500,000 website
visitors via organic search by
end of Q4 2021.
Site Visitors
Year 1 Goal: 500,000
Google Analytics:
Audience > Behavior > New vs.
Returning Report
Grow number of monthly
“adoption” donor subscribers to
10,000 people by end of Q4 2021
from email signups on the
website.
Subscription Members
Year 1 Goal: 10,000
Google Analytics:
Reporting > Behaviour > Events >
Overview
Raise $500,000 AUD by Q3 from
new donors on the website.
Revenue
Year 1 Goal: $1,000,000.00
Google Analytics:
Conversions > Ecommerce > Overview
16

SHORT
TAIL
https://analytics.moz.com/pro/keyword-explorer/keyword/suggestions?locale=en-US&q=koala%20bear 17

LONG TAIL
● Adopt a koala bear
● What do koala bears eat?
● Can I adopt a koala bear
from Australia?
○ Aligns with Marketing Objective:
Achieve 500,000 site visitors via
organic search by end of Q4.
18

META RECOMMENDATION
https://koalabearrescueproject.wordpress.com/
Koala Bears are Endangered- Koala Bear Rescue Project
We fight for an extremely important cause – to protect our Koala Bears. A gift from you
today will help save our endangered Koala Bears. Your donation will be impactful!
What Do Koala Bears Eat - Koala Bear Rescue Project
Koalas live in the eucalyptus forests of southeastern and eastern Australia. When not
sleeping, they’re usually eating. Koalas can eat more than a...
Baby Koalas - Koala Bears Rescue Project
Baby koalas are called joeys. Joeys crawl into their mother’s pouch immediately after
birth, and stay there for about…
19

WEB PAGES TO DRIVE AUTHORITY
● https://www.nationalgeographic.com/animals/mam
mals/k/koala/
● https://www.pbs.org/wnet/nature/cracking-the-koal
a-code-koala-fact-sheet/7681/
● https://www.hopespring.org.uk/
● https://awionline.org/
● https://sydneyzoo.com/animal/koala
● https://.worldwildlife.org
20

Dear Jane,
I noticed you have a web page about conservation and rehabilitation of koalas in your website. The
information is very insightful and I appreciate the high-quality sources you reference in the article. Thank you
also for linking to my website: https://koalabearrescueproject.wordpress.com/
However, I noticed that you have the “nofollow” HTML tag for my website. It would be great if you could
remove the code.
I would be happy to share any similar content you have on my website as well.
Again, thanks so much for providing such a great content.
Best regards,
Tamar Grigoryan
Digital Marketing Manager at Project Rescue Koala Bear
EMAIL REQUEST FOR BACKLINKING & REMOVING
“NOFOLLOW” TAGS
21

WEBSITE ARCHITECTURE
Home Page
About Us Contact Us
Adopt a
Koala
Baby Koala
Post
What Do
Koalas Eat?
Post
Adopt a
Koala Post
22
Donate Blog
Meet The
Koalas
Drive interest
Drive conversion
Drive consideration
Drive
conversion
Drive
conversion
Drive
conversion
Drive consideration
Drive
interest
Drive
interest/
consideration
Drive interest/
consideration

23
Koala Hero Image
How Your Donations Help H2 Font:Rubik
Image
Koala Hero Image w/ Overlay Header: “Our Impact “H2 Font Rubik
Body Text: Arial
Social Buttons
Logo/Koala Bear Rescue Project
Social Icons
Home About Us Donate Meet the Koalas Blog Contact
Drive Interest & Consideration: Blog Snippets, Font:Arial
WIREFRAME: HOME PAGE
Save Australian Koala Bears H2 Font:Rubik
Body Text: Arial CTA: “Donate”
Image
Image
Text: Medical Text: Habitat Text: Adopt
Koala Image
“Koala Bear” Facts H2 Font Rubik
Bullet Points: Arial
Video Video Video
Fold
Line

24
WEBSITE: HOME PAGE
Call To Action
Internal Links

25
WIREFRAME: ABOUT US PAGE
Who We Are (H2): Rubik
ABOUT US (H1): Rubik
Koala Hero Image
“Who We Are” (H2): Rubik
Body Text, Font: Arial
Body Text, Font: Arial
Body Text, Font: Arial, Link: Adopt a Koala
Koala Hero Image, Overlay Header H2: Rubik
CTA: “Donate here”
Social Buttons
Social Icons
Blog Posts That May Interest You
“Other Things We Do” (H2): Rubik
“Our Mission” (H2): Rubik
Above the
Fold: Lead
with visual
Koala content
to engage
users.

26
WEBSITE: ABOUT US PAGE
Call To Action
Internal Link
to move
Interest Stage
to
Consideration

27
DONATE (H1): Rubik
Koala Hero Image w/ “Koala Bears Are Endangered” H2 Overlay
Text (Paragraph): Arial
Heading H2
Testimonial 1 (Paragraph): Arial
Embedded youtube video
Social Buttons
Social Icons
WIREFRAME: DONATE PAGE
Image
CTA: “DONATE
TODAY”
Above the
Fold: Hero
Koala image
to engage
users.

28
WEBSITE: DONATE PAGE
Call to action

29
WIREFRAME: ADOPT A KOALA SUB PAGE
Image
Subscribe CTA
(button)
Heading H2
Meet the Koalas
CTA (button)
Header (H1): Rubik
Hero Image
Heading H2 Font: Rubik
Bullet Point Text: Arial
embedded youtube video
Social Buttons
Social Icons
CTA: Subscribe Now
Sponsor Testimonials H2, Font:Rubik
Image
Above the
Fold: Hero
Koala image to
engage users.

30
WEBSITE: ADOPT A KOALA CAMPAIGN
Call To Action
Aligns with Marketing Goal:
Grow number of monthly
“adoption” donor subscribers
to 10,000 people by end of
Q4 2021 from email signups
on the website.
Overall Business Goal:
50% of all donations are
monthly subscription
donations by end of 2021.

31
Meet the Koalas (H1): Rubik
“Koala Bears We Save bc People Like You” H2 Font: Rubik
“Koala Adoption”
H2 Font: Rubik
Embedded Youtube Video
Similar Pages of Interest
Social Icons
WIREFRAME: MEET THE KOALAS
Body Text: Arial
“5 Facts About Koala Bears” H2 Font: Rubik
Image
Image
Koala Image
“Livestream”
H2 Font: Rubik
“Impact” H2 Font:
Rubik
Body Text: Arial Body Text: Arial
Above the
Fold: 3 Clear
CTA
columns.
CTA: “Donate”
CTA: “Adopt A
Koala”
CTA: Email signup - lead
generation

32
Internal Link to
the Blog
Koala
Livestream
Video
Content
Email Signup
CTA:
Donate &
Subscribe
��
WEBSITE:
MEET THE KOALAS

33
WIREFRAME: BLOG
Social Icons
Blog Title, H2 Font: Rubik
Image
Text with Internal & External Links
BLOGS (H1): Rubik
Above the
Fold: Hero
Koala image
to engage
users.

34
WEBSITE:
BLOG
Back Links:
● Global Link
Authority - San
Diego Zoo &
National Geo.
Repurpose Blog
Content for Social
Media:
● Drive 10k
followers from
social media to
our website by
end of Q2 2021.
Internal
Link:

35
Wireframe: Contact Us Page
Contact (H1): Rubik
HERO IMAGE
Contact Us, Heading H2
Font: Arial
Fill in Text Box: Arial
Button: SUBMIT Social Buttons
Social Icons
Further reading: Blogs

36
Robots.txt & Sitemap
Sitemap: https://koalabearrescueproject.wordpress.com/sitemap.xml
Sitemap: https://koalabearrescueproject.wordpress.com/news-sitemap.xml
User-agent: *
Disallow: /wp-admin/
Allow: /wp-admin/admin-ajax.php
Disallow: /wp-login.php
Disallow: /wp-signup.php
Disallow: /press-this.php
Disallow: /remote-login.php
Disallow: /activate/
Disallow: /cgi-bin/
Disallow: /mshots/v1/
Disallow: /next/
Disallow: /public.api/
# This ﬁle was generated on Fri, 30 Oct 2020 08:43:15 +0000

THANK YOU!
37
Questions or
Comments?
Hi! M
y name is Joey
and I love hugs!!

Appendix
Website: https://koalabearrescueproject.wordpress.com/
38

MARKET ANALYSIS cont...
39
● Market Size: Global Annual Donations for Animal Conservation +$100B annually.
● In the US: Animals charities saw an increase of 7.2% to $11.83 billion (3% of all donations).
● Lots of Competition: Tens of thousands animal rights groups around the world.
● Annual Donations for Koalas: $16M AU currency donations made to WWF AU in 2019. Up 11.5%
from 2018.
● 31% of donors worldwide give to NGOs & NPOs located outside of their country of residence.
● 41% give in response to natural disasters.
● 77% of people believe everyone can make a difference by supporting causes. 70% of all giving comes
from individuals.
● 4.5 is the average number of charities each person supports.
● Market Demographic: 64% of donations are made by women.
● Women volunteer for animal conservation entities at higher rates than men.

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