Digital Marketing Initiative Proposal
prepared by T8 Marketing
Steven James King
Brian Trigueros
Miguel Rodriguez
Branford Jones
Table of Contents
Background
Situation Analysis + Key Opportunities
I.
II.
III.
Internal
External
SWOT Analysis
Objectives
Target
Social Media Zones + Vehicles
IV.
I. Social Relationships Zone Strategies
II. Social Publishing Zone Strategies
III. Social Entertainment Zone Strategies
Commerce Zone Strategies
Experience Strategy
Activation Plan
Mgmt + Metrics
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Background
Community Action Team is a 501c3 nonprofit charity organization operating in Long Beach, CA.
It was founded by local activist Justin Rudd, who has resided in in the state since 1995.
THE MAIN PURPOSE of the Community Action Team (CAT) is to promote social well-being
among the general public. As a 501c3 nonprofit corporation governed by a board of directors,
contributions to CAT are tax deductible and are used to help produce quality events within our
community that benefit children, animals, and the environment. http://www.justinrudd.com/cat.html#sthash.E1EpqSp8.dpuf
“I AM A FIRM believer in the collective power of individuals joined in a spirit of goodwill
and generous giving to bring about the success of an organization. That’s why we need you to
get involved.” – Justin Rudd
C.A.T. IS AN UMBRELLA organization that includes Haute Dogs and:
Halloween Kids’ Costume Contest
July 4 Kids’ Bike Parade
Haute Dog Poetry Contest
Interfaith Blessing of the Animals
$1,000 National Elementary School Spelling Bee
National Adult Spelling Bee
Belmont Shore Sidewalk Chalk Art Contest
Haute Dogs on the Beach events
Haute Dog Howl’oween Parade
Operation Easter Basket
Operation Santa Paws
5k/10k Long Beach Turkey Trot
monthly 30-Minute Beach Cleanups
Beds, Bikes, Bears & Blankets giveaway to those in need
Clothing giveaways to the underserved
Bulldog Beauty Contest
Long Beach Losers • 12-week weight-loss contest
2nd Street Walkers
Some of C.A.T.’s upcoming events and projects include
• 30-Minute Beach Cleanup
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Sat., Nov. 21, 2015: 198th consecutive month, 1 Granada Ave. Justin Rudd and his Community
Action Team have been hosting the monthly cleanup since June 1999. Approx. 100 volunteers
of all ages attend to help rid the sand of debris, so our beach remains clean and safe.
BeachCleanup.org
• Southern California Beard & Mustache Championship
Sat., Nov. 21, 2015, 10:30 a.m., following the beach cleanup, 1 Granada Ave. Justin Rudd and
his nonprofit Community Action Team give cash prizes for those with the best facial hair. There’s
even a category called "most pathetic." A great way to help celebrate Mo-vember.
BeachCleanup.org
• Long Beach Turkey Trot 5K/10K & Kids 1/2-mile Wingding
Thurs., Nov. 26, 2015, 7, 8:30 and 10 a.m. start times; 13th-annual, start/finish at 1 Granada
Ave. Justin Rudd’s Community Action Team hosts approx. 5,000 runners and walkers on the
scenic, very flat beach bike path on Thanksgiving morning.
TurkeyTrot.us
The Needs of C.A.T. can be broken down as follows:
Finance
A nonprofit organization, C.A.T. relies on donations and voluntary charitable financial
contributions from the public. Since many donations are taken electronically, the target for the
organization induces persons who are not local but are interested in helping out a “universal”
charitable cause. In addition, grants and sponsorships are a definite possibility and potential for
more inflow for the charity. Our Digital Marketing Plan will tie into these needs, providing easy
and simple ways to advocate online donation in addition to presenting and sharing the charity
and charity actives so that other entities can become sponsors.
Volunteer Membership
After reviewing the wide list of activities that C.A.T. in engaged it, it it clear to see that the charity
has a vast need of volunteers and persons to donate their time and effort to help run the events
and do the charitable service work. This is no simple task since this work is donated and in
some cases can be seen as a significant time and resource dedication for individuals with other
responsibilities. Thus, it will be imperative to hone in Digital Marketing to present these
volunteer opportunities with great cheer and social reward, enticing people to come join in on
the fun and joy of helping the community and sharing time and commitment with other “giving”
people.
Public Awareness
Any charity is completely reliant on the awareness of the people in it serving. In other words, an
organization cannot help people unless those people are accessible or aware of the help. Thus,
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it is imperative that the people who are in most need of the services as well as the general
community are “broadcasted to” so that they may come and take part in the help offered by
C.A.T. Digital Marketing will need to encompass this public relations duty most definitely.
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Situation Analysis + Key Opportunities
Internal
In the case of the C.A.T., the strengths are weaknesses a well. A nonprofit charitable
organization can mobilize the hearts of millions and beckon free volunteer work and donations
from many people who would never give their help to a traditional profitable organization. Yet, at
the same time, a lack of traditional profits puts the organization in a position of reliance on this
crucial support. Moreover, charitable organizations are “financially humble” by nature. Moreover,
many times there is the same concern with appealing to the public without a vast budget of
marketing and traditional rewards for them as consumers.
External
Outside of the organization, there are additional charities and entities in the area that are
competing for the exact same resources, personnel, support in the market space. The unique
charitable selling proposition for C.A.T. will need to be honed in on and promoted through the
digital marketing plan in order to break through other similar charities and establish a front for
operations. In addition, the people of Long Beach and elsewhere who are target patrons for the
charity need to be communicated to and engaged in a way that is unique and “flavorful” to
C.A.T. and the personality that makes it unique.
SWOT Analysis
Strengths
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501c3 nonprofit status, charitable position
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strong personality and director Justin Rudd, who is a prominent member of the
community and is nationally recognized
handful of unique, clever, and personable causes and events that appeal to the
community
Weaknesses
●
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lack of resources and capital due to nonprofit status
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lack of firm and consistent direction in digital marketing as well as marketing in general
lack of focus and refinement of unique selling proposition and personality/identity for the
charity
lack of online presence
reliant on unpaid volunteer marketing with relatively small numbers of consistent
personnel
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Opportunities
●
C.A.T. has a chance to really take hold of its roots and identity and become a cultural
phenomena in the area and with people of similar interests
●
Digital Marketing has opportunity to feature Justin Rudd’s unique and charismatic
persona and spread that across the digital community.
●
C.A.T. can become more involved and synchronized with a number of local businesses
and entities to create and cultural network.
Threats
●
●
Larger national-level charities that have dramatically more resources and personnel
Individual charities that people may be more affiliated with will have priority for resources
and donations (i.e. church groups, school clubs, etc.)
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Objectives
1. Bring the digital impression of C.A.T. into modernity, facelifting existing digital entities to
a higher level of professionalism
2. Take a large quantity of events and areas of involvement and reduce the clutter by
streamlining presentation and dissemination of events
3. Create a clean and inviting “digital doorstep” to guide visitors, volunteer and donors to
simple actionable steps with ease
4. Establish and provide an online community at a larger scale, where volunteers and
charity supporters can communicate and bond
5. Position digital platforms and social media in a way that is conducive to the expression
and display of C.A.T. values and persona
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Target
“The
star
C.A.T. All-
Volunteer/Donor”
Without a doubt, C.A.T. has a unique target space that holds specific individuals who are
“perfect fits” for C.A.T.
With this, we have created a trait mix that is specific to the “C.A.T. All-star Volunteer/Donor.”
Target Trait Matrix
A typical representative
varying amounts of the
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of our target individual posses
following traits.
environmentalism
community
charity
love of animals
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giving
individualism
outdoors appreciation
neighborhood closeness
positivity
social appreciation
warmth
As some traits are more pertinent than others, a three digit rating scale was used to establish
percentages of each attribute that could be used to identity each individual. As displayed in the
multi-colored trait matrix, the following percentages are used for trait breakdown in a target
individual.
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●
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●
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●
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environmentalism – 0.25
community – 0.08
charity – 0.10
love of animals – 0.10
giving – 0.07
individualism – 0.09
outdoors appreciation – 0.08
neighborhood closeness – 0.06
positivity – 0.08
social appreciation – 0.06
warmth – 0.03
As one can see, some attributes are more essential than others. We will attempt to amplify this
further by expanding on a few of the major traits.
Environmentalism
Since many of C.A.T.’s activities and events take place outside in a fashion that is caring
for and cleaning the environment, it would be logically conclusive that an individual that would
be attracted to taking part in such an activity would be of the mindset that environmentalism is
essential to everyday life and taking care of the planet. These individuals view themselves as
“caretakers” of the globe, and feel a social and personal obligation to dedicate weekly or
monthly time to helping environmental causes.
Love of Animals
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In addition to taking place outside in the local environment, many of C.A.T.’s activities
are for the benefit and involvement of animals and creatures, cared for by humans. Examples
include the Haute Dog Poetry Contest and Operation Santa Paws. Undoubtedly, pet owners and
animal lovers alike would be ideal people to partake in such events, volunteering their pets and
their time to take part in the competition/games and staff or volunteer at the events. In addition,
these animal lovers would be very adamant about sharing the news of their dearest pets taking
part in competitions and would therefore be natural media broadcasters, providing word of
mouth and outreach for the charity.
Appreciation for the Outdoors
Coinciding with environmentalism, an individual’s appreciation for the outdoors directly
ties into our target. Quite simply, activities that aim to take care of the environment and animals
are likely and many times required to take place outside. Therefore, it would be logical that
those people would be be involved would receive better satisfaction and enjoyment by being
outdoor enthusiasts themselves. While individuals who like to do outdoor trips and excursions
are desirable, simply people who like being outside and in places of nature are equally included
in this target. This idea definitely coincides with the an example charity mantra of “get out there
and make a difference.”
Community Based
Throughout the ages, charity organizations have been primarily focused on community
support with peoples and neighbors of the same area, city, or country coming together for a
common purpose of serving each other as a whole. Through this phenomena, the community is
strengthened, because people are working in tandem with their communal associates and and
directly taking care of their own area. Thus, it would make sense that each person of the target
market would be tapped into their community and would consider themselves active members
of the community. This involves a sense of belonging and pride that these individuals would feel
towards their community.
Giving
Generosity fuels charity. In other words, the giving attitude of individuals is was sustains
charitable activities and operations. At this rate, it would make sense that a giving attitude would
be desired from our target individual. He would be willing to make sacrifices and donate his time
and money for a greater cause with joy and without hesitation. The individual can be viewed as
a generous person, who instinctively cares for others and inspires acts of charity and hope
among friends, family and community.
Individualism
C.A.T. is a very open-minded and inclusive charity with an extensive and diverse
background and set of activities. No person is excluded and all backgrounds and personalities
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are included with wide open doors. Unlike other more exclusive charities that are based around
a religious practice or political motive alone, C.A.T. is simply about people helping other people
and in this sense, it appeals to any humans that share this same openness and understanding.
Individualism becomes significant in a sense that people who most benefit from this charity and
would best spread its good would be people of an open and inclusive mindset. Bigotry,
judgement and social casting do not belong in the C.A.T. environment and therefore we seek to
attract people who are free-thinking individuals, willing to be open-minded and helpful without
discrimination.
Traditional Demographic Metrics
Age
Being that the charity needs young and healthy individuals to carry out volunteer work, a
relatively younger age spread is targeted for our reach.
Income
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Adequate income is desired for the target, being that they have enough financial insurance to
donate free time and take some time away from work and supporting themselves to take part in
charity activities in addition to making monetary donations themselves.
Ethnicity
Based in the Long Beach Area, these demographics are mainly seen as a representative of
which ethnic percentages to include with our general target. While absolutely no person or
individual will be excluded, it is practical to review the demographic make up by ethnicity in the
area and think how our plan can best cater to their individual needs.
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Politics
Political preference will be shifted towards more liberal and progressive individuals, as their
values are typically more associated with those of this charity.
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Social Media Zones + Vehicles
Social Relationships Zone Strategies
Social Publishing Zone Strategies
Social Entertainment Zone Strategies
Commerce Zone Strategies
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Experience Strategy
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Activation Plan
The commencement and activation of all platforms will take place in the following steps.
A1: Resource Assessment
Determine the available and able personnel, who will administer and take part in the
digital marketing process. Ideally, this would be headed or completely run by one individual to
keep things consistent and vertically managed, yet at the same time concessions should be
made to adapt to whatever resources are available. The amount of hours available, schedule,
flexibility and responsiveness should carefully be evaluated and determined of whoever might
be handling the various profiles and channels of the digital campaign.
A2: Tactical Focus
Once the available resources are evaluated and established, the digital media campaign
can be further refined into an actual tactical approach. If there are multiple people who are
available to run digital media, then the spread of the tactics and platforms can be much larger
with higher frequency and scope. If the opposite is true, then fewer platforms should be focused
on with priority given to quality and timing over quantity and frequency. For instance, the primary
focus would be given to the website and Facebook instead of extraneous social media platforms
with multiple posts per day.
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A3: Campaigns
Once the digital media tactics are refined, specific campaigns can be planned and
established. These would most likely include the following in order of priority and importance:
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Website
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Fresh content on a weekly or monthly basis to keep retention and traffic
high
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A professional and attractive that provides easy access and
communication to C.A.T. events, needs, donations, and volunteer
opportunities.
A facilitated social aspect including volunteer media, comments, news
and other social network aspects – monitored and ran daily or at least a
few times per week.
News Social Media Platforms
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New related content that is target specific, posted weekly if not
more.
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Interaction with members and fans in regards to promoting charity
community and activities
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An up-to-date and fully filled out and embellished Facebook profile
with daily or weekly news updates and opportunities to link to the
website.
Reaching out to other partners and charities for partnership
opportunities and comradery.
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Daily C.A.T. news posts appealing to target demographic
Featured promotion of website actions and opportunities
Rich mix of media and textual posts that create an engaging and
attractive atmosphere for people involved with the charity and
people who are linked there
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Daily picture posts of everyday C.A.T. activities and “lifestyle”
opportunities.
Interaction with followers and fans daily
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Professional and fully managed/filled-out profile that presents
work and volunteer opportunities.
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Sharing of new featured content on a weekly or monthly basis.
Reaching out to potential target candidates for volunteer or
partnership opportunities.
Google Plus and more
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Additional Social Media sites are always a great idea to check out
and invest the time to setup a profile to see if it gels well with the
target audience.
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While these are potentially a fun opportunity to continue to engage
the target in new ways and methods, at the present these social
media platforms are not as popular and crucial and should be
attended to as time allows.
A4: Execution
Once the various campaigns are established and profiles and channels are setup, it is
time to manage everything and check in daily to monitor progress and create and publish new
content. As in a normal digital marketing role, fresh content and ideas are needed on a daily or
weekly basis to “feed” to followers on the various platforms and bring more traffic to the website
where ultimately actions can be performed. Daily content generation should take place along
with daily checking-in and administration of each platform, paying close attention to user
comments or feedback and other “reaching out.” Weekly reviews are definitely in order along
with more extensive monthly meetings to see what campaigns are most effective, which ones
need to be changed, and then goal adjustment based on the current objectives of the charity as
time goes on.
A5: Operational
Once a groove is established, things will become much simpler, as content and review
expectations can be anticipated and users and followers become accustomed to timely news
updates and content publishing. Only minor adjustments here and there are needed to remain
“on course.”
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Mgmt + Metrics
While in house measurements are beneficial and necessary for a complete picture analysis of
the success of the digital campaigns, there are some very effective and relatively third-party
systems that are ideal for digital measurement.
Hootsuite
For a moderate licence, Hootsuite is a great way to have one dashboard for all of the major
digital campaigns in addition to content publishing and timing. Especially if resources become
limited at times, this is an ideal one-stop solution that would make it very easy to manage all of
the accounts, feedback and news flow in one place. In addition, it becomes very manageable for
the digital professional to see what is going on in the same market space. Third party content
that is new can be quickly taken advantage of and used for C.A.T. audience purposes.
Google Analytics
To handle the brunt of the website metrics, Google Analytics arguably is the major leader in cost
effective, powerful and simple to use web assessment and measurement. Depending on
financial resources available, various plans or licences can be selected and and implemented
by simply placing code into the web client that will enable comprehensive reports to the digital
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manager and C.A.T. director Justin Rudd. The organization will be able to see what links are
most popular, which areas are grabbing people’s attention and most importantly, which social
sites are web visitors launching from as they arrive to the home website.
Going Forward
Even with complex and numerical measuring schemes, clear ideas and objectives need to
remain prevalent in the digital marketing mission. The thought of how one can best appeal and
serve to the needs of C.A.T. through the various digital tools needs to be at the forefront of the
discussion. Therefore, additional “instinctive” measurements need to be included in addition to
visitor counts and likes and favorites. Thus, this plan will conclude with a variety of questions
that need to remain in focus as the digital campaign takes flight and remains in the air.
1. Is this the most effective use of scarce resources, money and time?
2. Is the digital experience of C.A.T. a fun, creative and enjoyable one for the user and
visitor?
3. If all the visitor ever saw of our charity was online, how would they view us?
4. How are we using digital media to be unique to our values and personality?
5. Can our digital activities be viewed as a sincere extension of our groundwork efforts?
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