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Search Engine Marketing Plan

Help 360 Communities create a plan to optimize how their website appears in search results, or with an advertising campaign.
360 Communities
Burnsville, MN, USA
360 Communities
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360 Communities
Burnsville, MN, USA

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Cause
Human services
Skills
Digital marketing Search engine marketing

Posted July 1st

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Search Engine Marketing Plan

Project details

What we need
  • 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 a paid advertising campaign of Organization’s choice, such as Pay Per Click (PPC), 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
What we have in place
  • We currently have a wordpress site, Google Analytics, and Google Adwords acct, which should make it easy for you to get started. We also have website administrator, and the ability to provide any other information you need.
How this will help
This project will save us $7,098 , allowing us to focus marketing time and resources to create more useful content for our stakeholders.

This project will help us reach new audiences and drive meaningful website engagements. We are seeking to increase website traffic, online giving, volunteer application submissions, and interactions (downloads and shares).

Project plan

P
Prep: Align on Goals & Share Information
  • 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
1
Milestone 1: Assess Current State & Review Plan
  • 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
2
Milestone 2: Deliver Final SEM Plan
  • 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
3
Milestone 3: Training
  • 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
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About the org

360 Communities
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Causes
Human services Education Housing & homelessness
Posted by
Tony C
Tony C.

Director of Marketing & Communications

Our mission

360 Communities delivers safety and stability that improves lives.

What we do

We believe that hope for tomorrow starts with a solid foundation of safety and stability today. We surround people with holistic programming that promotes safe and healthy homes, ensures school success, and supports families with community resources. By building trusting relationships within our community, we provide stabilizing resources such as safe shelter, healthy food, housing support, and more to open pathways toward a successful future.

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