Project Steps

1. The professional and the organization discuss the organization's current online marketing presence as well as the organization's online marketing needs and objectives (e.g. site traffic, brand awareness, collecting donations). The organization determines available budget to be allocated to paid sources of online marketing.

2. The professional and the organization identify target audience(s) within the organization's existing network and determine which new audiences the organization would like to reach.

3. The professional conducts an inventory of the organization's digital assets (e.g. social media, search engine optimization, etc.) and identifies appropriate media tactics, channels, and properties for the organization’s online promotion. The professional assesses the organization’s online outreach/publicity capacity as well to determine if/how the organization is enlisting key influencers to communicate its mission.

4. The professional drafts an online marketing strategy document recommending activities and campaigns the organization can implement to achieve its online marketing goals. The organization and professional go through two rounds of review and discussion.

5. The professional instructs the organization on the various online tools that are available and how the organization might use them.

6. The professional and organization establish quantifiable metrics to evaluate the success of the plan and future campaigns (e.g. number of advertising impressions, visitors to website, CTR/interaction rates, number of unique donations). Together, they then analyze what content (e.g. video, pictures, personal appeals/stories, interactive questions, polls) would yield the highest interaction.

7. The professional delivers a final draft of online marketing plan with recommendations for next steps and implementation.