Worked with a team of 5 to create a measurement and implementation strategy for a Google Grant for a local nonprofit in Digital Marketing Analytics class at UGA.

2. Project Safe is a 501c3 non profit organization
working to end domestic violence through
prevention and educational programs, crisis
intervention, ongoing supportive services for
survivors of domestic violence and their
children, and advocacy/ systems change work
in our community.

3. To educate the public about domestic
violence, help those affected by
domestic abuse, fundraise for the
organization, and recruit volunteers for
the women's shelter

5. (1) donate (2) sign up to volunteer (3) calling/reaching out for help (4)
signing up to attend an event/purchasing a ticket (5) signing up for the
email list (6) watch a video (7) read blog posts

6. Macro-Conversions:
-Click "call" link on website
Micro-Conversions:
-Click "Details" to learn more
about organization
-Click outbound links in
"Domestic Violence" tab
Macro-Conversions:
-Donate funds via "Donate" tab
Micro-Conversions:
-Download "Project Safe Shelter
Supply Needs" PDF in "Constant
Shelter Supply Needs" tab
Macro-Conversions:
-Submit volunteer application
Micro-Conversions:
-Download "Project Safe
Volunteer Application" PDF
Landing Page: http://www.project
safe.org/ways-to-donate/
volunteer/ate/donate/
Landing Page: http://www.project-
safe.org/about-us/
Landing Page: http://www.project-
safe.org/ways-to-donate/donate/

7. Downloading donations
PDF document
Downloading volunteer
application PDF document

9. We recommend immediate implementation of the
measurement strategy detailed throughout this
presentation. This is done by establishing both
macro and micro goals, identifying target audiences
and key metrics, and understanding the
functionality of the main pages of Project Safe's
website. The next step will be to implement the
following AdWords campaign, which will be detailed
in the proceeding Investment Strategy.

11. The primary goal of AdWords
marketing will be to generate
awareness, while the secondary goal
will be to drive traffic to volunteer
opportunity web pages.

12. There will be a total of four Search Network
campaigns that will be run within a 20 mile
radius of Athens, Georgia. They will have a
manual CPC bid strategy. The campaigns
will concentrate on volunteering, financial
donations, general issue awareness, and
resources available.

14. Athens
Charity
Donate
Donate to charity
Donate to end domestic violence
End domestic violence
Financial donations
GA
Non-profit
Please donate
Project Safe

20. We propose that the goals detailed in the
Measurement Strategy be evaluated in relation
to the AdWords Campaign investment and
expected overall benefit.