ADU Digital/Communication Audit & Campaign Plan
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Digital audit | social media audit | UX audit | campaign | brand extension | marketing strategy | campaign strategy | target audience personas | creative concepts
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ADU Digital/Communication Audit & Campaign Plan
- 1. MilSpouse ADU IMC Plan Produced by: Dawn Boyd
- 2. Executive Summary American Dream U has been helping military service men and women transition from active duty to entrepreneurship and civilian careers since 2003. Recognizing the employment challenges and needs of military spouses not only during and after transition from active duty, but all throughout the military journey, ADU launched MilSpouse ADU in January of 2019. The rising trend of military spouses starting businesses and looking for work out of the home presents opportunity for ADU to reposition its brand as an equally valuable resource for nearly a million military spouses and increase spouse membership. To achieve this goal, two campaign objectives will be met: 1. Increase awareness of the MilSpouse ADU program 2. Increase audience engagement The campaign will launch the day of the Ft. Hood ADU event and will run for three months. Based on the current size and growth of spouse membership and research findings, a 20% increase in awareness and 15% in engagement is expected at the conclusion of the campaign. The campaign strategy consists of primarily organic marketing to provide a stream of information, visibility, and brand awareness to potential members, while accommodating budget restraints. To ensure campaign success and the continuous growth of ADU membership, extensive audits and recommendations to improve the digital health of the brand are included in this plan and the supporting documents. It is recommended these improvements be implemented prior to the campaign launch. This plan is composed of two phases: Phase 1: Pre-campaign Digital Health Audit and Recommendations Phase 2: MilSpouse ADU Campaign Plan
- 3. Background Founded 2003 10,000 members 129 world-class speakers 90 events Launched MilSpouse ADU 2019 190 military spouse members
- 4. Situational Analysis Challenges Opportunities • Low brand awareness among mil spouses • Sentiment – ADU is for service members • Minimal marketing funds • Lack of internal resources • High volunteer turnover • Reposition brand to connect with military spouses • Enhance digital and web strategy • Leverage current member base • Partnership w/ key influencers, recruiters, job sites, coaches, etc. • Geo-community meetups • Spouse-specific events
- 5. Website Analytics SEO User Experience (UX) Phase One: Digital Audit Email Social Media
- 6. Digital Audit Website Analytics (See Appendix for full audit report and recommendations) • Create & publish relevant content and landing pages • Increase the number of MilSpouse pages • Create internal links (links to other content within the website) • Increase referral traffic (inbound links from other websites) • Increase social traffic (traffic coming from social media sites) Key Findings Top Recommendations • MilSpouse mo avg bounce: 71% • Time on MilSpouse page: 01:89 • 77% of users leave site within first 10 seconds • 74% aren’t clicking past homepage • Low user retention • Unbalanced traffic sources
- 7. Digital Audit Cont. SEO (See Appendix for full audit report and recommendations) • Score: 83/100 • 8 failed checks • 50% page titles are too long • Several missing meta descriptions, H1 & H2 titles • 44% of images are over 100K • Speed: 5.95 • To improve optimization, correct the highlighted issues and implement the following: • Use long-tail keywords for blogposts • Ensure keywords are in title tag, H1, page URL, and body • Make sure important pages are easy to access from the homepage • Increase inbound links and links within site • Create relevant content & landing pages Key Findings Top Recommendations
- 8. Digital Audit Cont. Website User Experience (See Appendix for full audit report and recommendations) • Service member/male focused • Unorganized menu options & page organization • Confusing messaging: images, call-to- action and text • Only one page dedicated to spouses • Grammatical errors • Inconsistent copy: style, color, size • Missing LinkedIn icon • No events page • Content duplications
- 9. Digital Audit Cont. Website UX Top Recommendations • Rebrand and design to be relevant to all target segments: images, terminology, quantity of content • Make the focal point of the homepage about ADU. Save Mission Next call-to- action for below the fold • Reorganize menus and page order • Clean up grammatical errors • Ensure consistent messaging throughout • Build out MilSpouse section: • Differentiate from service member • Add pages: Program, Resources, Community, Professional Networking, Blog
- 10. Digital Audit Cont. Email (See Appendix for full audit report) • Low open rate – 11.12% • Optimal rate: 24% • Low CTR – .43% • Optimal rate: 2.57% • High bounce rate – 4.32% • Optimal rate: • .5% soft bounce • .35% hard bounce Email Top Recommendations • Build spouse list • Sign-up form on website pages, at events & on social media content • Encourage sharing (forward to friend) • Ensure emails: • Simple, concise, and compelling • Clear call-to-action • High-value landing page • Conduct A/B testing to determine audience preferences
- 11. Social Media Audit Key Findings & Recommendations (See Appendix for full audit report) • Accelerated growth with increased posting • 234% increase in FB members since January 2019 • 79% increase in website traffic from FB compared previous six months • Best times to post: • Fridays 11 AM - 2 PM • Wednesdays 9 AM – 10 AM • Most engaging posts: • Member highlights • Informational guides & tips • Polls • Videos • Website traffic bouncing from mil spouse landing page • Creating relevant landing pages is key! • Event page not populated with upcoming events
- 12. Phase Two – MilSpouse ADU Campaign Goal & Objectives Target Audience Strategy & Tactics PR Campaign Creative Brief & Samples Timeline Budget Measurement & Evaluation
- 13. GOAL Increase MilSpouse ADU Membership OBJECTIVES Increase awareness of MilSpouse ADU program by 20% in 3 months Increase audience engagement by 15% in 3 months ADU MilSpouse Campaign
- 14. • Military wives of transitioning service members • Ages 29-45 Who want to: • Get back in the workforce • Advance their career • Start a business • Advance their business Target Audience
- 15. Audience Stats • 25% unemployment • 31% employed part-time • Over half of employed spouses < $20K • Underemployment 35-40% • 40% are being paid less than in a previous job • 69% have more experience than required for their current position • 71% have more formal education than is needed for their current position • Over 40% have college degrees compared to 30% of civilian working-age Americans
- 16. Audience Insights • They want to feel appreciated and respected for the sacrifices they make for their families, the Mission, country, and military community To receive validation and support, they actively engage in social media and in-person military communities • They want their own career success and personal accomplishments, but aren’t sure where to start They turn to online career resources for guidance, education, and encouragement • They want to feel as much a priority as their service member They seek out first-rate resources that are specific to their unique needs and recommended by peers • They strive to be strong, independent, adaptable, and supportive women They recognize the need for personal care in order to cope with the stressors of military life. Though not often, they take ‘me time’: personal wellness retreats, career events, girls’ trips, and coffee with friends • Gen Xers and older Gen Y mil spouses consume the same types of media Facebook is the primary social media go-to for both segments. Email is also an effective communication tool for both segments. Gen Ys are more active on Instagram. Gen Xers are more active on LinkedIn. Appealing to mil spouses’ emotional needs will change audience perception of ADU as another service-member focused program to a program customized to and for her. Because more women are pursuing careers in and outside the home as well as starting businesses, there is a demand for support and a potential for membership growth not just at transition, but before, during, and after.
- 17. Campaign Strategy Value Proposition Resources and mentorship to help you discover and achieve your professional aspirations; whether it’s starting a business, advancing your career, or getting back into the workforce after an extended break. Digital Social Media Email PR Campaign Generate relevant and positive sentiment surrounding MilSpouse ADU, positioning the brand as a first-rate career and entrepreneurship resource for military spouses. It will be an integrated campaign with a believable and inspiring message that resonates with mil spouses at all stages of their career development. The campaign will kick off August 23rd coinciding with a scheduled ADU event at Ft. Hood, and will incorporate a range of earned and owned media to reach transitioning military spouses, ages 29-45, in and around the Ft. Hood area.
- 18. Influencer • Launch referral campaign using social media: incentivize mil spouses to share mil spouse program information, event information, success stories, photos and videos related to campaign message • Reach out to key influencers: Military Moms blog, Military One Source, Military Spouse, Spouse Buzz, Army Wife Network, and others Campaign Digital Tactics Website • Website redesign & SEO optimization: increase female presence and mil spouse specific messaging; clean up menu and page organization; create visually appealing and informative pages including career advice, videos, infographics, event information, opt-in & email subscription pages, etc. • Create relevant content frequently • Take advantage of Google Adwords $10,000 grant for non-profits & optimize weekly Email • Engage active and inactive subscribers with blasts in four stages: pre-event teaching, personalizing, build anticipation, and post-launch • Call-to-action: “Visit website to register for free event,” or “Share with a friend and enter to win a one- night stay at the Lake Austin Spa Resort” Blog • Optimize weekly blogposts beginning three weeks prior to launch, continuing throughout the campaign • Potential topics: Q/A with 3-4 influencers about how they launched their business; going back to work after supporting husband’s military career; military spouse career tips; how to translate volunteer skills to hard skills for resume; military spouses; the unsung heroes; why military spouses are the optimal employees (or business owners); tips for transitioning
- 19. Campaign Social Tactics • Owned and member generated videos relating to campaign messaging theme • Facebook Live discussions: a series of discussions featuring successful mentor figures. Topics could include: redefining or finding yourself after transition, building your unique brand, achieving balance, how to prioritize and simplify projects, brainstorming exercises, giving yourself permission to focus on yourself, etc. Engagement during the discussion qualifies participants to win ADU swag • Career and transition Q&A posts • Ft. Hood event announcement with “share” incentives • Contest or giveaway to build spouse mail list for email component o Optional: Series of video tutorials walking spouses through various transition challenges, e.g., time management, formatting a resume in Word, writing a business plan, etc. o Optional: Offer additional professional development opportunities to program ambassador volunteers in major installation areas Facebook is the primary focus of this campaign based on target audience insights and media consumption habits. If internal resources permit, post to LinkedIn twice a week and Instagram no less than three times a week. Post no more than once a day to any platform. Facebook tactics include: Facebook
- 20. Podcast Pitch being a guest on popular podcasts to teach their audiences about the following topics: • Finding your passion • Life and career after the military • Entrepreneurship made easy • Finding your dream job • Building your professional network Podcasts relevant to military spouses: • Dear MilFamily Podcast • Blog Talk Radio • Drop and Give Me 20 • The Business Bites Podcast Pitch Example:
- 21. PR Campaign Goal: To increase awareness of MilSpouse ADU’s comprehensive career program among military spouses who want professional support. Objective: To create buzz around ADU’s Ft. Hood event and the MilSpouse program, translating to earned digital and print media in major career, women-related, and military publications, blogs, social media, and broadcast.
- 22. PR Campaign Strategy/Tactics: • Create and send digital media kits to media outlets, major publications, social influencers, and key bloggers, with personal testimonials from prominent ADU sponsors and participants like Jas Booth and Tim Ferriss • Media pitches about upcoming career events; sponsorships; endorsements; recent findings about military spouses relative to the workforce, economy, rates of early separation from military service, mental health… Pitch Example:
- 23. PR Campaign Cont. Events: #1 Mission Next Conference – Ft. Hood (August 23) #2 Mission Next Conference – TBD Video (Optional): Tribute to military spouses for all they have done for the military community, the country, and their families. (Narrated by family member and/or other people they’ve helped or inspired.) It should be emotionally driven and communicate gratitude, respect, love, and admiration. Video will highlight a mil spouse’s service and sacrifices as well as her valuable skills and potential through clips of her courageously enduring deployments, caring for her injured service member, raising and teaching her family, overseeing and caring for other squadron spouses and their families, managing frequent moves, taking jobs beneath her qualifications (capture clip of pre-military career success)… and selflessly putting the needs of others before her own. Message theme: You are the unsung hero. It’s your turn to shine.
- 24. To military wives who care about their professional status, MilSpouse ADU is the career resource that helps you recognize and reach your goals of entrepreneurship or career advancement, so you can have your own professional success. Creative should connect emotionally with the target audience while adhering to the ADU brand of Mission Next preparation - “Envision. Educate. Execute.” It must highlight the strength of military spouses and recognize the sacrifices they’ve made and value they possess. Messaging should encourage ladies to feel confident and supported in their career pursuits regardless of their current status. Use of video and high quality images with messaging that is validating and informative will tell the story of MilSpouse ADU and the military spouses striving to elevate their professional missions. Creative Brief
- 25. Creative Samples Video Storyboard Media Brochure
- 26. Creative Samples
- 27. Creative Samples
- 28. Campaign Metrics Reach, sentiment, and engagement Increase Facebook membership by 20% Increase Facebook engagement by 15% Increase unique website traffic by 10% Increase blog page views by 10% Decrease website bounce rates by 10% Email campaign clickthrough rate: 20% Influencer mentions: 10
- 30. Budget Tier 1 $0 /month Google Adwords Grant: $10K Facebook ad spend Referral give-aways Google Adwords Grant: $10K Tier 2 $75 /month Google Adwords Grant: $10K Facebook ad spend Referral give-aways Video production Tier 3 $100 /month + Video production $2,000
- 31. Measurement & Evaluation The campaign will be evaluated quantitatively weekly throughout the three-month duration. Google analytics and social media listening tools will be used to monitor, measure, and evaluate the digital performance of the campaign. Email AWARENESS Digital Social Media Delivery rate Hard and soft bounce rates Direct traffic Search volume Mentions Reach Audience growth Reach Share of voice ENGAGEMENT Email Open rate Clicks CTR Conversion Digital Memberships New vs. returning users Bounce rate Session duration Average time on page Social Media Likes & shares Comments Clicks Mentions
- 32. Appendices 1. Campaign Deliverables 1. Audits 2. SWOT 3. Persona 1 4. Persona 2 5. Messaging Framework 6. Influencers 2. Email Reports & Raw Data 3. Social Media Reports & Raw Data 4. SEO Reports & Raw Data 5. Website Reports & Raw Data 6. Research
Editor's Notes
- https://seositecheckup.com/seo-audit/www.americandreamu.org#common-seo-issues
- https://mailchimp.com/resources/email-marketing-benchmarks/ https://marketinginsidergroup.com/content-marketing/5-keys-to-successful-email-marketing/
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