Philadelphia Foundation


Search Engine Marketing Plan

Housing & Homelessness

By Victoria B.

Communications and Project Manager

Posted Feb 27, 2017

This project is

In Progress

Matched with:

Jagdish P.

This project will save us $6,000, allowing us to spend more time on our communications and outreach work.

What We Need

  • An overall Search Engine Marketing (SEM) plan that includes goals and actionable strategies for improving rankings of Organization’s website or blog. This may include:
  • Recommendations for Search Engine Optimization (SEO) tactics such as link-building campaigns, improvements to website or blog’s architecture, keywords to target within content, as well as proper naming of titles, meta information and images
  • Recommendations for implementing paid advertising efforts such as Pay Per Click (PPC)* campaign of Organization’s choice and advice on how to determine optimal spending on ads
  • Training on how to evaluate performance of SEM strategy, as well as how to measure key site metrics

  • Note: Google AdWords is one kind of PPC tool.

How This Will Help

This project will help us figure out additional ways to spread the word about our free homeownership resource site, which helps homeownership professionals in PA help their clients obtain, maintain or sustain their homes. User ship of the site is focused in Philadelphia, Pittsburgh and Harrisburg. We would like to see more areas in PA utilizing the site and more organizations submitting products/services to the site.

What We Have In Place

We currently have data from when the site was started which should make it easy for you to get started. We also have clicky analytics and the ability to provide any other information you need.

Fun Fact

We used to have birds- Zebra Finches- in our Jenkintown office. You could hear them on our conference calls- people often commented on the cheeping in the background.

  • Location: Remote (work anywhere)

Project Steps

  • Prep: Project goals, timeline, and process established and initial information distributed
    • Volunteer Manager outlines any current SEM activities/strategies, including use of search keywords, SEO tactics, PPC ads, website or blog content strategies
    • Volunteer Manager shares any existing materials relating to SEM
    • Professional meets with the Volunteer Manager for a brainstorming and overview session to discuss goals, online assets, and existing activities/materials
    • Professional and Volunteer Manager outline next steps and timeline for the project
  • Milestone 1: First draft of SEM Plan reviewed by Volunteer Manager and feedback provided
    • Professional assesses current site traffic, search rankings, content and architecture
    • Professional creates a first draft of the SEM Plan and shares it with the Volunteer Manager
    • Volunteer Manager reviews draft and provides feedback to the Professional
  • Milestone 2: Finalized SEM Plan delivered to the Volunteer Manager
    • Professional incorporates Volunteer Manager’s feedback and creates a final draft of the SEM Plan
    • Professional delivers final document to the Volunteer Manager and provides recommendations for implementation, based on staff capacity and budget
  • Milestone 3: Volunteer Manager is fully trained to monitor performance of SEM Plan
    • Professional trains Volunteer Manager on how to evaluate performance of SEM Plan and measure key site metrics with Google Analytics or a comparable online statistics resource
    • Professional and Volunteer Manager meet 1 month after implementation to assess how SEM Plan is performing and any tweaks that should be made
Prerequisites for Professional
  • Experience in digital marketing and in-depth knowledge of SEM techniques, including SEO and PPC advertising
  • Ability to implement and track an SEM Plan, as well as educate a user to track it themselves
  • Proficiency with Google Ad Words and Google Analytics
Prerequisites for Organization
  • Clear goals for your SEM efforts
  • Functional website or blog
  • Site administrator who can implement actionable items in SEM Plan
  • Existing Google Analytics account or a comparable online statistics resource, with trained staff to monitor site traffic statistics after SEM is implemented
  • An active Google AdWords account or budget earmarked for paid search advertising (if used).
    NOTE: Google Ad Grants provides qualifying 501(c)(3)nonprofits with $10,000 per month in in-kind AdWords advertising. To take advantage of this project for using a Google Ad Grants account, your Organization should already have received the grant in advance.
  • Staff to devote time to continuing Google AdWords strategy (if used)

Our Mission

To provide statewide leadership and a common voice for policies, practices and resources to ensure that all Pennsylvanians, especially those with low incomes have access to safe decent, affordable and accessible homes.

What We Do

Envision - New ways to solve the pressing human problem of shelter for the poor. Research - evidence and data to drive smarter, stronger programs and then push out the results. Train, Educate and Inform - our network and policy makers about what's going on in the otherwise invisible world of low-income housing. Organize - our member network to collectively work for solutions. Build - mutually respectful collaborative relationships between the community and policy makers. Advocate - for public policy strategies to expand the supply of homes affordable to people experiencing poverty and homelessness. Influence - decisions to be smarter, more efficient, effective and based on data.

Housing & Homelessness