Search Engine Marketing Plan

Help Community TV Network create a plan to optimize how their website appears in search results, or with an advertising campaign.
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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  • We have just updated our website and consolidated a lot of the outdated pages of the old site, which should make this project more manageable.
    We also have a tightly knit staff who will be around to answer any questions or provide clarifications on our brand needs.
How This Will Help
This project will save us $7,098 , allowing us to focus on helping our students and expanding our reach to more Chicago schools.

Community TV Network has forty-five years of history behind it. We produce Chicago's longest-lasting, student-run television show: Hard Cover. At the same time, we have little notoriety around Chicago, because of our small staff size and lack of modern marketing in past years. Now that we have a grant for marketing and the resources to improve our website, we would greatly benefit from professional assistance with SEO optimization.

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

Posted by
Alex B.

Director of Marketing

Our Mission

Community TV Network (CTVN), a leader in community access to digital media arts, empowers low-income young adults and children in Chicago to identify, address, and resolve issues through the use and understanding of digital media arts. CTVN gives youth the awareness, motivation, and tools to create a positive future for themselves and their neighborhoods.

CTVN equips future leaders with skills to produce and consume high-quality video news relevant to their lives and communities.

What We Do

Year round, CTVN provides free digital media programs for at-risk youth. So far this year, 411 young people have participated in our programs, all from underserved areas of Chicago.

In partnership with organizations such as After School Matters, Alternative Schools Network, and Chicago Public Schools, CTVN implements quality youth development programs at our Youth Media Center and in schools throughout the city. Program participants learn everything from pre-production to post-production through in-school video classes, on-site paid apprenticeships/internships, on-location job training with professional filmmakers, summer employment, and service-learning opportunities.

Combining an accessible medium with accessible locations, CTVN programs: 1) provide meaningful learning experiences in safe and nurturing environments throughout Chicago; 2) develop youth potential through hands on activities that improve academic and workforce skills; 3) engage young people in a media literacy curriculum that hones critical thinking and problem-solving skills; and 4) cultivate authentic youth voices that articulate positive images of underrepresented youth.

In Chicago, about 40% of youth drop out of high school. Schools in minority districts are often disproportionately affected by funding cuts, school closures, and other problems that feed into the dropout rate. This is where CTVN steps in, with its social justice focus and on-the-ground solutions, to help at-risk youth stay in school, reenroll, graduate, and otherwise achieve their best futures. Most of our students are low-income (90%), minority (95%), and/or former dropout (80%) youth. Attendance increases by 16% in schools where we have video classes; evaluations indicate that 83% of program alumni feel "inspired to finish high school," and 92% feel "inspired to go to college" as a result of our on-site programs.

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