Team Napa_Wildmind Science

1. Digital
Marketing
Gone Wild
MSMI 605 - Digital Marketing
Prepared for Wildmind Science Learning
Prepared by Team Napa: Himanshi Sharma, Tanishq Mishra,
Deepasha Debnath, Cedric Lim, Mansi Patil, Ali Gainey
9 March 2022

2. Agenda
Digital Audit Key Findings
01
02
03
04
Digital Ad Campaign Results
Digital Ad Campaign Analysis
Recommendations
05 Conclusions

3. Strengths
● Brand consistency
● Website Simplicity
● High-quality
photographs
● Consistent posting to
social media
Digital Audit Key Findings
Weaknesses
● Search Engine Optimization (SEO)
● Engaging and Relevant Content
● Paid search and email marketing
● Content-Platform Alignment
● Clear path to conversion
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

4. Digital Ad Campaign
● Facebook Campaign
● A/B test for donations generation
● $50 budget for each ad
● Targeted Demographics
○ White Women
○ 55+ years of age
○ Wealthy
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

5. Ads Run
A B
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

6. Digital Ad Campaign Results
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

7. ● Both ads showed results
● Ad B performed slightly better
● KPI - Reach
● Did it lead to any Donations?
Analysis
B
A
Totals
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

8. Recommendations

9. Recommendation 1: SEO-Keywords
● Fix the Primary Keyword
○ wildminds - the primary
keyword - isn’t relevant
○ Primary keyword needs to be
on all the website pages
○ The H1 tag needs to contain
the primary keyword
● Bid on more relevant keywords
○ Create a keyword list that
consist of all the relevant
keywords and chose from that
list
● The most relevant keyword “wild
mind” shows Wild Mind Ales when
searched
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

10. Recommendation 1: SEO-Content
● Focus on website content
● Create content:
○ Informative
○ Entertaining
○ Contains relevant keywords
● Avoid and remove duplicate content
○ (80 pages have duplicate content)
● Add more latent semantic keywords
● Update meta description with relevant
information to search engines
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

11. Recommendation 2: Trust Symbols
● Accepted payment trust badges
● Secure payment logo
● Donors testimonials, comments
● Social Media icons - Connect to
Instagram, Facebook & Twitter
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

12. Recommendation 3: Start A Newsletter!
● Email Marketing has the highest return of any
marketing channel
● Low effort, high impact
● A drip campaign to start engagement with new
subscribers
● 3 or 4 templates can produce many months of
content
● Personalize based on interests of individual
● Creates content for engagement and keeps the
organization relevant
Use a service like HubSpot to create a newsletter email that
highlights the antics of a different animal or an event each week!
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

13. Recommendation 4: Twitter memes
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

14. Recommendation 4: Twitter Thread Stories
● Stories of the various animals in Wildmind through Twitter threads
● Sample template for developing threads:
○ Name & species of animal
○ How did he/she end up there?
○ Previous & current situation
○ Why does he/she need support?
○ How can the community be more involved (CTA)
● Desired Result: Increased traction and awareness of Wildmind Science
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

15. Recommendation 5: Improved Website Navigation
● Consider redesigning
the layout and shorten
sentences to avoid long
paragraphs and
lengthy web pages.
● This will help users to
locate context
efficiently.
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

16. Recommendation 5: Improved Website Navigation
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

17. Ease
of
Implementation
Potential Impact
Easy
Low Impact
High Impact
Difficult
Twitter Memes &
Threads
Start a Newsletter
Trust Symbols
SEO
Improved Website
Navigation
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

18. Conclusions
● Continue
○ Social media regular postings
○ Using high quality photographs
● Implement high impact, low effort strategies
○ Email
○ Twitter Memes
○ Trust Symbols
● Long Term - More Difficult Implementation
○ SEO optimizations
○ Website Navigation
● Engage donors and volunteers
○ Create an investment in the organization and its mission
Key Findings | Campaign Results | Campaign Analysis | Recommendations | Conclusions

19. Thank you!