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This project was completed on Sep 13, 2016
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Matched with Melissa L.
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See the Impact story
Marketing Strategy
Ancestors unKnown
Marketing Strategy
Project details
What we need
- A written summary of the Organization's marketing goals and target audiences
- A list of key marketing channels that will yield the highest return on investment, with rationale
- Specific tactics the Organization can use to leverage the identified marketing channels
- Messaging guidelines for the channels identified, including specific key messages (if needed)
- A summary of the key metrics for evaluating marketing effectiveness, and guidance on how to track metrics over time
What we have in place
- We have established strong branding and consistent messaging that's used on our website, social media, and email marketing (mailchimp and direct emails). Our top social media sites are Facebook (724 likes) and Twitter (451 followers). And we have a relatively short list of target schools and school districts in key U.S. cities that we hope to serve. Although the marketing strategy and materials must be refined, our existing materials should help you understand the strengths and weaknesses of our current approach to marketing to public schools in the U.S.
How this will help
This project will save us $11,198 , allowing us to enhance the history education and personal development of 1000 students and teachers in low-income communities.
The success of Ancestors unKnown depends on our visibility and credibility in education circles. Teachers, students, parents and community members have all expressed a need to inspire students with knowledge about where they've come from and their unique histories. We can provide schools with an innovative solution. However, without an effective marketing strategy, our curriculum and program will remain unseen and underutilized by those who could benefit most from the program and services we provide. With your help, we'll reach a wider audience, positively impact more young people in low-income communities, and significantly improve history education in secondary schools.
Project plan
Posted by
Dana S.
Founder and Executive Director
Our mission
Ancestors unKnown is a nonprofit organization with a mission to inspire the academic and personal success of young people by introducing them to their unknown ancestors
What we do
Ancestors unKnown has created a fun, engaging and educational way to inspire secondary school students to learn and care about history. We personalize history lessons by incorporating the stories of the students’ own ancestors. Teachers use the Ancestors Curriculum and hands-on programming to introduce students to family history research and some of the world’s untold histories.
Testimonials
Melissa is experienced, smart, creative and enthusiastic, making her an ideal expert to help devise our marketing strategy. Ancestors unKnown is certainly benefiting from her recommendations. I'm so grateful for the time and passion that Melissa committed to this project.
I had such a positive and invaluable experience working with Dana at Ancestors UnKnown. It was a pleasure to collaborate with Dana to build a strategy and marketing plan for such a worthwhile organization driven by true passion to help engage students in history and education through the lens of their own ancestry. Grateful for the opportunity and I'm excited for all to come for Ancestors UnKnown.
