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Search Engine Marketing Plan

Help GallopNYC create a plan to optimize how their website appears in search results, or with an advertising campaign.
GallopNYC
Brooklyn, NY, USA
GallopNYC
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GallopNYC
Brooklyn, NY, USA

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Cause
Human services
Skills
Digital marketing Search engine marketing

Posted November 10th

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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
Additional details

We are launching a new program that is outside our regular audience and need to incorporate SEO tactics to get it more attention. Also we want to promote our venue rental and photo shoot opportunities. These both can add revenue to support our therapeutic riding programs

What we have in place
  • We can devote time to this project. We have a web site set up. Because we are a non profit we have free google ads budget but I think it is inactive, we can reactivate it.
How this will help
This project will save us $7,098 , allowing us to offer lessons for more riders. Most of our riders are not able to pay our fees and are subsidized by funds we raise

The revenue we can generate will support our therapeutic programs.

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

GallopNYC
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Causes
Human services Animals Youth development
Posted by
Alicia K
Alicia K.

Founder and Board Member

Our mission

GallopNYC uses therapeutic horsemanship to help riders with disabilities walk, talk and learn, inspiring them to live their lives as fully, independently and productively as possible.

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