World Vision seeks to raise awareness of those in need and increase awareness of their organization through a digital marketing strategy. Their goals are to create an innovative strategy that incorporates with their existing comprehensive plan and taps into more diverse target audiences. Their proposed strategy includes working on social media content, integrating a Google AdWords campaign, focusing messaging placement, and creating an online forum for sponsors. They propose a $50,000 budget to implement tactics across Google AdWords, promotional gifts, YouTube videos, and a forum website. Success will be measured by online forum participation, Google AdWords campaign analysis, and other website usage monitoring.

1. World Vision
Digital Marketing Strategy

2. About World Vision
• Global Christian Humanitarian Organization
• Working in nearly 100 countries around the world
• Dedicated to working with children, families and
communities to fight causes of poverty and injustice
•Ways to give: sponsor a child, emergency aid, give a
gift, meet basic needs

3. Challenges & Goals
• Raising awareness of
those in need
• Increase awareness of
World Vision
• Create innovative
strategy to incorporate
with already
comprehensive plan

4. Target Audience
• Men and women
over the age of 18
• Accepting of
everyone regardless
of race, gender, or
religious affiliation
• Those with an
ambition to help
others

5. Solutions
• Work on Social Media content
• Integrate Google AdWords campaign to
current strategy
• Messaging is good, focus on placement of
messaging
• Tap into more diverse target audiences

6. Google AdWords
Help with brand awareness when people
search related terms. Also have
advertisements come up with search results
to have a more specific call to action.

7. World Vision Online Forum
• Already has a blog that is focused on
employee experiences
• A forum would be better for sponsors and
potential sponsors to share their experience
• Creating a more open place for people to interact and
strengthen the sense of community

8. Promotional Campaigns
• Link special promotions
or gifts to social media
sites
– Through video, tell the
story of a child or family
in need and have a call
to action, after so many
“shares” of the video the
organization will donate
different gifts

9. Proposed Budget
• Propose a $50,000 budget
• To be used over mediums:
– Google AdWords
– Promotional tactics to send featured gifts
– YouTube videos
– Forum website

10. Metrics of Success
• Monitor online forum participation
• Quarterly analysis of Google AdWords
campaign
• Using Google tools to help monitor usage of
other World Vision websites