Non profit organization commited in help homeless to get reinsert in job market offering support in job referral, job mentoring, clothing and mock interviews.

1. Giving the
homeless
a second
chance
at a first
impression

2. Job Training • Job Mentoring • Job Placement
Professional clothing
Second Chance Foundation is a non-profit organization that is funded through
government grants and private donations.
We operate through the help of our employees and volunteers.
Executive Summary
How We Operate
We Offer

3. Executive Summary Cont.
Goals
How we'll get there
• Increase the number of homeless people placed in jobs
• Grow our network of employer and homeless-assisting
partners
• Accumulate a steady donation income
• Increase brand awareness among volunteers, donors, and
partners
We plan to achieve these goals through trust-building efforts
such as informative content marketing, mutually beneficial
volunteer jobs, and recognition/branding opportunities that will
allow us to build relationships with partners.

4. Value
proposition
Second Chance is a nonprofit organization
seeking to help the homeless in Texas find
employment opportunities. We offer resources
and services for those determined to create a
better future for themselves. Through our
network of employer partners and other
homeless-assisting organization allies, we can
be unstoppable in providing a second chance to
those in need.

5. Business Objectives
Increase the number of homeless placed
in jobs in major Texas cities by 20% by the
end of 2021.
Aquire 50 ally partner referrals by 20Q2.
Grow a network of 10 employer partners
by 21Q2.
Acquire $20k in donations and grants by
21Q3.

6. Audience Analysis and Segmentation

7. Oliver McDonnell
City: Austin
Age: 45
Education: GED
Occupation: unemployed
Goals and aspirations: eager to
reinsert himself in the job market
as a waiter, and eventually, a
restaurant manager. He hopes
that the up-to-date skills will help
him find and keep a job and he
will be able to rent an apartment.
Personas
Adam Ward
City: San Antonio
Education: Bachelor’s Degree
Occupation: Fast food
restaurant manager
Benefits sought: Hoping to find
a pool of applicants that are
qualified to work at his
restaurant that he can help
get out of bad position.
Tracy Beckham
City: Houston
Education: Bachelor’s Degree
Occupation: Nonprofit mental
health clinician
Benefits sought: hoping to find
a partnership with another
organization that she can refer
patients to for next steps in
helping them find a job.
Judy Grand
City: Austin
Education: Associate’s Degree
Occupation: Marketing manager
and Head of Give Back team at
her work
Benefits sought: would like to
receive recognition and branding
opportunities from A Second
Chance for her company.

8. Voice: empathetic, compassionate, hopeful.
We are here to lift up and extend our helping hand
to the people who look for a second chance in life.
Branding
Phoenix on the Logo represents new beginnings,
new life. Hope that people can rise from the bottom
Color scheme is grey and blue and represent
stability and hope.

9. Brand Voice Chart

10. Competitive Analysis

11. Market Analysis

12. MARKETING
STRATEGY
Content Marketing
Audience segment/conversion funnel focused landing pages and SEO blog posts.
Social media Ads/Posts with messaging for difference audience segments/conversion stages.
On-site SEO
SEO Information Architecture and Technical SEO. SEO informed copy relevant to each audience segment.
Internal linking structure
Off-site SEO
Authoritative backlinks from other non-profit partners, corporate partners, PR releases and news outlets, Social media
backlinks. Internet directory listings.

13. CONVERSION FUNNEL

14. SOCIAL MEDIA STRATEGY
Facebook and Instagram
used primarily to engage
with potential individual
donors and volunteers.
Linkedin and Twitter used
to convert potential
Employer and Nonprofit
partners.

15. MARKETING PLAN OBJECTIVES

16. SITEMAP & INTERNAL
LINKING

17. WIREFRAME / HOMEPAGE

18. ON-PAGE SEO IDEATION

19. OFF-PAGE SEO STRATEGIES

20. At Second Chance Foundation we believe that
everyone deserves a second chance to make
a first impression. Our desire is to give people
in Texas the opportunity to escape
homelessness through provision of training,
mentoring and job placement. The goal of
our website is to attract those in need as well
as those that have the same desire to help
the homeless across Texas.
SUMMARY

22. RESOURCES
• Site URL: https://2ndchancefoundation.wpcomstaging.com
• Sitemap.xml: https://2ndchancefoundation.wpcomstaging.com/sitemap_index.xml
APPENDICES
• Appendix I: Keyword Research
• Appendix II: Visual Sitemap, Internal Linking and Wireframes
• Appendix III: robots.txt
• Appendix II: Offpage SEO Link Request Emails
• Haven for Hope
• HEB