John Corcoran Foundation
Recap
Recall we have:• Identified key business drivers• Most critical business problem• Our recommended initiatives
Optimize Key Business Drivers# of accrued students# of donation leads# of new donors per month# of recurring donors per mo...
Persona Development:Who are your target segments?
Conversion Design:Process in converting leads to a desired action
Information architecture
Information architecture
Information architecture
Information architecture
Information architecture
Plausible User Case Scenario
Search Engine Optimization
Home PageKeywordsPhrase MatchCompetitionAdwordsSearch VolumeGlobal Local
Email Marketing
VERTICAL RESPONSE
WIRE FRAME:Informational email
WIRE FRAME:QUIZ COMPLETION
Social Media Marketing
PeopleObjectiveStrategyTools
PeopleObjectiveStrategyTools
PeopleObjectiveStrategyTools
•	  Engage	  with	  Teachers,	  Donors,	  and	  Parents	  à	  TALK	  •	  Evaluate	  Campaign	  and	  Product	  Popularity...
Social Media ObjectivesTalkListen
Social Media ObjectivesEnergizeSupport
PeopleObjectiveStrategyTools
Focus	  on	  the	  Brand	  A=ributes	  Non-­‐Profit	  Organiza?on	  –	  Not	  for	  profit	  company	  ImpacHul	  –	  Large	...
Monitor	  Engagement	  •	  Facebook	  insights	  •	  Exportly	  listen
Engage	  Current	  Brand	  Advocates	  •	  Locate	  and	  engage	  with	  current	  brand	  advocates	  energize
Respond	  to	  Customer	  Concerns	  •	  Both	  retroac?vely	  and	  proac?vely	  respond	  to	  customer	  concerns	  sup...
PeopleObjectiveStrategyTools
Facebook	  –	  Status	  updates,	  Photos,	  Videos,	  Links,	  Contents,	  Campaign	  Info	  Twi=er	  –	  Links,	  Find	 ...
Website Designand Development
Homepage Marquee
Inform by showing impact
Prominently show the results JCF achieves
Show where the donations are going
Impact by Informing
Prominently display facts & statistics aboutthe severity of illiteracy inAmerica
“Students Helping Students”Resource pageProvide a webpage that allows students to start their owndonation campaign with do...
Wireframe:About Us
Wireframe: Tutoring
Wireframe: Tutoring Services
Website Wireframes
OtherRecommendations
Cause wishA fun and social way to raise money for your favorite social cause. Usethe events of your life – like a birthday...
Youtubenonprofit program• Premium branding capabilitiesand increased uploading capacity• Listing on the Nonprofitchannels ...
In the long run…
Actively search for alliances with otherorganizations, commerce, government,advertising media & business.-  This alone bri...
Maintain your Vertical ResponseAccount
Mobilize people
Thank you
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
John Corcoran Foundation - Digital Marketing Campaign
Upcoming SlideShare
Loading in …5
×

John Corcoran Foundation - Digital Marketing Campaign

199 views

Published on

A presentation illustrating the digital marketing strategies for the John Corcoran Foundation's "15 for 15" campaign

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
199
On SlideShare
0
From Embeds
0
Number of Embeds
54
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

John Corcoran Foundation - Digital Marketing Campaign

  1. 1. John Corcoran Foundation
  2. 2. Recap
  3. 3. Recall we have:• Identified key business drivers• Most critical business problem• Our recommended initiatives
  4. 4. Optimize Key Business Drivers# of accrued students# of donation leads# of new donors per month# of recurring donors per month
  5. 5. Persona Development:Who are your target segments?
  6. 6. Conversion Design:Process in converting leads to a desired action
  7. 7. Information architecture
  8. 8. Information architecture
  9. 9. Information architecture
  10. 10. Information architecture
  11. 11. Information architecture
  12. 12. Plausible User Case Scenario
  13. 13. Search Engine Optimization
  14. 14. Home PageKeywordsPhrase MatchCompetitionAdwordsSearch VolumeGlobal Local
  15. 15. Email Marketing
  16. 16. VERTICAL RESPONSE
  17. 17. WIRE FRAME:Informational email
  18. 18. WIRE FRAME:QUIZ COMPLETION
  19. 19. Social Media Marketing
  20. 20. PeopleObjectiveStrategyTools
  21. 21. PeopleObjectiveStrategyTools
  22. 22. PeopleObjectiveStrategyTools
  23. 23. •  Engage  with  Teachers,  Donors,  and  Parents  à  TALK  •  Evaluate  Campaign  and  Product  Popularity  à  LISTEN  •  Promote  Campaign  and  Brand  Awareness  à  ENERGIZE  •  Enhance  Customer  Sa?sfac?on  à  SUPPORT  Social Media Objectives
  24. 24. Social Media ObjectivesTalkListen
  25. 25. Social Media ObjectivesEnergizeSupport
  26. 26. PeopleObjectiveStrategyTools
  27. 27. Focus  on  the  Brand  A=ributes  Non-­‐Profit  Organiza?on  –  Not  for  profit  company  ImpacHul  –  Large  network  of  tutors,  powerful  reading  tools  Caring  –  Children  drive  the  organiza?on  Experienced–  15  Years  of  Exper?se,  John’s  Story      U@lize  Social  Func@onality  Status,  Links,  Photos,  Videos,  Live  Chat,  Contents  All  with  Brand  ARributes  in  Mind      Promote  Campaign,  Product,  and  Brand  Educa@on  Touching  video  from  children  par?cipants  Photos  of  Tutor  Training  sessions  Free  copy  of  John’s  Book  for  tutors  who  refer  3  others  talk
  28. 28. Monitor  Engagement  •  Facebook  insights  •  Exportly  listen
  29. 29. Engage  Current  Brand  Advocates  •  Locate  and  engage  with  current  brand  advocates  energize
  30. 30. Respond  to  Customer  Concerns  •  Both  retroac?vely  and  proac?vely  respond  to  customer  concerns  support
  31. 31. PeopleObjectiveStrategyTools
  32. 32. Facebook  –  Status  updates,  Photos,  Videos,  Links,  Contents,  Campaign  Info  Twi=er  –  Links,  Find  brand  advocates  LinkedIn  –  Network  with  Tutors  You  Tube  –  Post  compelling  and  touching  videos,  community  engagement  Social media platforms
  33. 33. Website Designand Development
  34. 34. Homepage Marquee
  35. 35. Inform by showing impact
  36. 36. Prominently show the results JCF achieves
  37. 37. Show where the donations are going
  38. 38. Impact by Informing
  39. 39. Prominently display facts & statistics aboutthe severity of illiteracy inAmerica
  40. 40. “Students Helping Students”Resource pageProvide a webpage that allows students to start their owndonation campaign with downloadable tools and guides
  41. 41. Wireframe:About Us
  42. 42. Wireframe: Tutoring
  43. 43. Wireframe: Tutoring Services
  44. 44. Website Wireframes
  45. 45. OtherRecommendations
  46. 46. Cause wishA fun and social way to raise money for your favorite social cause. Usethe events of your life – like a birthday, wedding, or a 10k run – to make adifferencePromote and encourage leads to start a Cause Wish  
  47. 47. Youtubenonprofit program• Premium branding capabilitiesand increased uploading capacity• Listing on the Nonprofitchannels and the Nonprofitvideos pages• Ability to add a Call-to-actionoverlay on your videos to drivecampaigns• Posting a video opportunity onthe YouTube Video Volunteersplatform to find a skilled YouTubeuser to create a video for yourcause.
  48. 48. In the long run…
  49. 49. Actively search for alliances with otherorganizations, commerce, government,advertising media & business.-  This alone brings the most benefit to nonprofit orgs
  50. 50. Maintain your Vertical ResponseAccount
  51. 51. Mobilize people
  52. 52. Thank you

×