Marketing Strategy
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
Additional details
Ceiba requests assistance creating a Marketing Strategy so that it can launch an outreach and media campaign around its Collective Impact Initiative of Latino Nonprofits. This initiative has already brought together 13 Latino Philadelphia nonprofits to work under a Common Agenda. The goal of the collective is to combat issues of displacement, gentrification, and equitable development in Ceiba's service area. Ceiba has also worked with Masters of City Planning students at the University of Pennsylvania to quantify the economic impact of Latino nonprofits in Philadelphia, and would like to include this report in its marketing campaign.
What we have in place
- Ceiba is very prepared for this project. Ceiba has already organized five well-attended convenings of 13 nonprofit organizations to establish a Common Agenda under which the collective has agreed to work and focus its activities. Ceiba has also engaged with students at the University of Pennsylvania Masters of City Planning program to create a report of the economic impact of Latino nonprofits in Philadelphia. Ceiba has done all the necessary work to make the project viable, and now needs a targeted media strategy in order to secure funds to continue doing this important work for the community.
How this will help
This project will save us $11,198 , allowing us to secure funds to continue coalescing 13 nonprofit under joint goals to combat issues of displacement, gentrification, and equitable development in the Latino neighborhoods of Eastern North Philadelphia.
Ceiba's community needs this Collective Impact Initiative The US Census reveals that Latinos have the highest rate of poverty of any group in Philadelphia: 44%. The 187,611 Latinos in Philadelphia live in all parts of the city, but the largest Latino neighborhoods are in Eastern North Philadelphia--Ceiba's neighborhood. Gentrification is forcing many Latinos to move out of Eastern North Philadelphia. According to The Pew Charitable Trusts' 2015 State of the City report, the 19122 Zip Code had the highest increase in Home Prices between 2010 and 2014: 56%. Ceiba's office is located in 19122.
Project plan
Posted by
Will G.
Executive Director
Our mission
Ceiba's mission is to promote the economic development and financial inclusion of the Latino community through collaborations and advocacy aimed at ensuring their access to quality housing .
What we do
Ceiba is the backbone to the Ceiba - Latino Equitable Development Collective (Ceiba - LEDC) brings together 10 Latino nonprofits in Philadelphia to encourage collaboration between organizations. Many of them have excellent track records and are leaders in their field. Through this Collective we seek to amplify our impact on the community we serve.
