This document outlines digital marketing strategies and objectives for an animal aid organization. The objectives are to increase annual donations by 10% and online engagement by 30% over the next year. Strategies include regularly posting valuable content on multiple social media channels, including calls-to-action, interacting with followers, maximizing search engine visibility through analytics and keyword research, and building relationships with influencers in the animal welfare community. Tactics provide specifics on the types of social media posts and how to interact with influencers.

1. ANIMAL AID
STRATEGY PROJECT
DIGITAL MARKETING STRATEGY
WM 401
Spring Wedlund ~ WM 401 ~ Digital Marketing Strategies Midterm

2. VISUAL AUDIT

3. FINDINGS
There is a lot of competition for the name “Animal
Aid” on the web
There are many organizations in different parts of
the country/world also called “Animal Aid”
The first organic listing was for us

4. AUDIENCE
Volunteers
Donors
Adopters
• Age 45 and up
• Income $75K and up
• Female
• Age 35 – 64
• College graduate
• Married
• Female
• Under age 60
• Income $30K - $40K

5. OUR MISSION
To prevent and reduce animal suffering by providing
assistance to abused, homeless, injured and sick
animals.
To actively promote and encourage altering of all pets to
reduce and prevent overpopulation.
To find loving, dependable and nurturing forever homes
for animals in our care at the shelter and in foster homes.
To educate the public by teaching and promoting the
ethic of compassion, respect for all animals, and the
need to be kind and responsible stewards.
Caprice

6. INSIGHTS
Some people give 5 star ratings, others give very
low ratings.
The low ratings are due to a very stringent
adoption policy and former employees’ attitudes
The high ratings are given for animal conditions

7. ANIMAL AID
OBJECTIVES
Business Objective: Increase annual
donations by 10% over the next year
Marketing Objective: Fundraise
$165,000 over the next year
Digital Marketing Objective:
Increase online engagement
by 30% over the next year
Digital Marketing Objective:
Increase reach by 50% over
the next year

8. DIGITAL MARKETING
OBJECTIVE 1
Increase online engagement by 30% over the
next year
Strategies:
• Post valuable content on multiple social media
channels on a regular basis
• Include a call-to-action on a majority of social
media posts
• Interact with fans and followers
Chloe

9. DIGITAL MARKETING
OBJECTIVE 2
Increase reach by 50% over the next year
Strategies:
• Maximize search engine visibility
• Build relationships with influencers in the Animal
Welfare community
Ellen

10. STRATEGY
Post valuable content on multiple social media
channels on a regular basis
Tactics:
• New to Shelter posts as they come in
• Pet of the Week once a week
• Adoptable Animals once a week
• Adopted Animals as they happen
• Event flyers once a week
Gatsby

11. STRATEGY
Include a call-to-action on a majority of social
media posts
Tactics
• Ask followers to share important posts
• Invite followers to attend events
• Appeal for volunteers
• Appeal for donations
Gretel

12. STRATEGY
Interact with fans and followers
Tactics:
• Answer followers’ questions
• Share influencers’ social media posts
• Ask questions in posts
Hayden

13. STRATEGY
Maximize search engine visibility
Tactics
• Install Google Analytics to test, track,
measure and tweak to improve success
• Conduct key word research while writing
social media posts
Jenna

14. STRATEGY
Build relationships with influencers in the
Animal Welfare community
Tactics:
• Identify and follow influencers in the Animal
Welfare community
• Share posts written by influencers on social
media channels
• Interact with influencers on social media
channels
Milton

15. Thank
you!
Mo