Post on 09-May-2015
description
Legion of Good Will Search Marketing Plan
Prisciane Tramontini | Panos Anadiotis | Ye Li | Jyun-fang Cheng | Linjie Li
OV
ERV
IEW
Nonprofit Organization ✪ 1950 in Rio de Janeiro, Brazil
27 years in US
#7 countries
130 cities
10.5 million services/year
30K+ volunteers
Ecumenical Education as cornerstone
OV
ERV
IEW
social assistance
Citizenship through
education
Ecumenical Pedagogy (minds + hearts)
poverty eradiation
OV
ERV
IEW
§ Good Will Students for Peace § Project Timeline § Blue Heart Ambassadors
§ Discovering America § PROGREDIR § Cooking Well
Services
Education and
Culture
Health Services
Humanitarian International
UN
§ Cancer prevention program
§ Charity Round § Christmas Food Baskets § S.O.S. Calamities
§ A+ Child § LGW’s
Permanent Christmas
§ Voice of Latin America for UN
CO
MPE
TITO
RS
CO
MPE
TITI
ON
@copydev Iacquire.com
Strengths § Long history of successes. § Strong reputation in South
America. § Authoritative presence in UN. § Unique educational pedagogy. § Support from LGW in Brazil to
create content.
Weaknesses
§ Limited penetration within ethnicities.
§ Wordy content. § Low brand awareness. § Low volume of visits, low
engagement and over average bounce rate.
§ Limited presence on social networks.
Opportunities
§ Implementation of Raiser’s Edge CRM solution.
§ Higher visibility through SEO strategies.
§ Responsiveness of Hispanic population.
§ Millennials responsiveness (causes + digital platforms).
§ Tax-deductible donations.
Threats
§ Fluency in English by Hispanic population.
§ Gap between desire to help and real behavior.
§ High competition and scattered market.
SWOT
§ Competitors
Brazilian +
Hispanics
TAR
GET
OBJ
ECTI
VES
SEO
Website Structure
Home page
About us Our work
In the U.S. International
At the UN Get involved
Volunteer Donate
Contact us
SEO Keyword Research Page Current URL Recommended
Keywords Search Volume Current Ranking
Presentation http://
www.legionofgoodwill.com/lbv-usa/presentation
Charity Organizations 5,400 not in top 50
Charities For Children 2,900 not in top 50
Donate
https://secure2.convio.net/logw/site/Donation2?
idb=1322681413&1400.donation=form1&df_id=1400&i
db=0
Donate Now 1,600 not in top 50
Charity Donation 720 not in top 50
LBV at UN
http://www.legionofgoodwill.org/
lbv-usa/lbv%E2%80%99s-work
United Nations Organization 480 not in top 50
United Nations Program 3,600 not in top 50
Volunteer http://
www.legionofgoodwill.org/content/volunteer
Volunteer Opportunity 390 not in top 50
Volunteer Application 720 not in top 50
Education
http://www.legionofgoodwill.org/news/lbv-usa/146-peace-
and-good-will-garden
Anti Violence Project 590 not in top 50
Children and Violence 140 not in top 50
Health
http://www.legionofgoodwill.org/
news/lbv-usa/149-save-women
Prevent cancer 1,300 not in top 50
Free Cancer Screening 480 not in top 50
TITLE
URL DESCRIPTION
UX
HEADINGS
ALT-TEXT
EXAMPLE:
Backlink Social Media Off-Page Audit
Page Internal Link External Link Anchor Text
Presenta)on 25 0 Presenta)on
Donate 25 0 N/A
LBV at UN 61 0 Consulta)ve Status at the
United Na)ons
Volunteer 61 0 volunteer and or travel
abroad
Educa)on 61 0 good will students for
peace
Health 61 0 cancer preven)on for women and men
√：Active posting | High engagement ×：Lack of company description | No integrated with other media
×： Lack of Content Low Engagement Lack of Company Description Not Integrated with Other Social Media
Diversified Internal Links
Press Release
Blog Post Related Website
Social Media
Suggestion
Content Strategy
Event
Planning
Egobait
Data Visualization
E-book & Guest Post
Blog Contest
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
? �Pers
on
as
Luz
Demographics: § 40 years old § Hispanic foreign
born § Divorced with 2
children
Key Traits: § Optimistic, but has a perspective of life
that embodies sufferings. § Overvalues friends and family's referrals. § She wants her children to become great
citizens. § Her happiness is tied to her children
achievements.
§ Bilingual § High school education § Grocery store owner § Catholic
Digital Behavior: She communicates via mobile in a more traditional way. She uses the web to read news from country of origin and check friends and family on Facebook.
Story: Luz came to US by herself at first. Her main motivation was to give her children a better future. She used her savings to open a small Grocery Store and, after some success, she brought her children to live with her. She is always looking for information that can guide her towards her children education.
Luis
Demographics: § 45 years old § Hispanic foreign
born § Married with
children
Key Traits: § Devoted to his church community. § Volunteers and donates to projects that
benefit people closer to him. § Values education. § God's provides to who work hard. § Helping others is an obligation. § NOG must show results.
§ Bilingual § Graduate college education § Construction Company § Catholic
Digital Behavior: He uses internet on a daily basis (laptop and smartphone). He has profiles in social networks, but has little time to interact. However, he always shares relevant content related to his beliefs.
Story: Luis immigrated to US when he was a kid. His parents supported his education. He apprehended the American business driven culture and started his own company right after graduating college. He could count on his community when he began to work.
Carlos
Key Traits: § Active in his church community and
involved in youth projects. § Appreciates his parent's country of
origin, but straddle two worlds. § Family members and friends surround
his life. § Values education, hard work and
career success.
Digital Behavior: He owns smartphone, goes online from a mobile device and heavily uses social networking site. He communicates with friends constantly via text message.
Story: Carlos parent's came to NJ during the first immigration round in US. They've been working hard to enhance their financial life and provide Carlos with education. He mingles with different tribes. He feels that he needs to give back to society.
Demographics: § 24 years old § Hispanic
background § Native born § Single, no children
§ Bilingual § Some college education § Motion picture designer § Christian
Ana
Demographics: § 35 years old § Brazilian § Single § High school
education
Key Traits: § Positive attitude towards all religions. § Active and approachable personality. § Engaged to Brazilian brands and their
promotion. § For her, happiness is only possible with
affection.
§ Salon owner § Catholic
Digital Behavior: Heavy user of social media and all the time connected to her smartphone. Her smartphone is also a work tool. Her day-by-day life allows her to stay online and share content.
Story: She used to have a fair life in Brazil, but her restless personality and need of connection motivated her to come to US and try her life here. She has her own salon. She sees her salon as an opportunity to connect to people from different backgrounds and origins. She loves to help on spreading the news.
Co
nte
nt
Pla
tfo
rms
§ Review terms. § Review navigation to funnel strategy. § Floating social media bar § Responsive design. § English and Spanish.
§ Start a blog. § Create content to each persona. § Use blog as cornerstone for content
publishing.
§ Consider creation of profile for SEO purposes.
Blog
• Frequency: weekly • Topics: Education with
affection.
FB
• Frequency: every 2 days
• Topics: Adjust blog content to FB format.
You Tube
• Frequency: once a month
• Topics: “How to” (conscious nutrition)
Blog
• Frequency: once month • Topics: Before and After LGW – development of LGW communities.
FB
• Frequency: once a week • Topics: Adjust blog content.
You Tube
• Frequency: once a month • Topics: Series "A Latin America to be proud of" (best practices in social responsibility around Latin America countries).
Blog
• Frequency: once a month
• Topics: Famous volunteers of the world.
FB
• Frequency: daily • Topics: Portraits of Blue
Ambassadors Before and after a volunteer trip.
You Tube
• Frequency: once a month
• Topics: Testimonials of Blue Heart Ambassadors.
Blog
• Frequency: once month
• Topics: LGW enhancing Brazil culture all over the world.
FB
• Frequency: every 2 days
• Topics: Comments of famous people in Brazil about LGW work.
You Tube
• Frequency: once a month
• Topics: Messages of LGW's kids to American-Brazilians living in US.
Month 1 • Develop a content plan
Month 2
• Curate a list of influential bloggers • Reach the influence for opinions • Launch an award and send it to the influential
Month 3
• Info graphic covering the education methodology • Video about how to prevent bullying in the US
Month 4 • Release an e-book to teach you how to change your life
Month 5 • A Blog Contest: How affection can change the World?
Month 6
• Promote a meet-up at his unit in Newark-NJ to further involve influencers to the organization’s mission
Content creation and link building
Paid Search
Awareness
Research
Decision
Unbranded (New York, New Jersey)
Branded (Nation-wide)
• Charity • Non-profit • Volunteer • Donation
• Child support • Anti-violence project • Education program • Cancer screening • Colon Check • Volunteer opportunity
• Legion of Good Will
Ad groups Search volume (monthly)
Charity 1080
Non-profit 2020
Volunteer 11360
Donation 250
Child support 30870
Anti-violence project 880
Education program 1230
Cancer screening 100
Colon Check 1810
Volunteer opportunity 2220
Total 51820
Negative keywords
Paid job
Profitable
For profit
Cancer treatment
Car donation
Branded keywords
Legion of good will school
Legion of good will health
Legion of good will donation
Legion of good will volunteer
Legion of good will support
Charity In New York www.legionofgoodwill.org Help & Support Child Educa)on Volunteer or Donate Today!
Volunteer In Jersey www.legionofgoodwill.org/volunteer Support Families In Hunger & Poverty Join Our Cause Today!
Child Educa)on NY www.legionofgoodwill.org/educa)on Help & Support Child Educa)on Know More About Us & Join Us Today!
Support An)-‐violence NY www.legionofgoodwill.org/educa)on Support An)-‐violence Educa)on Know More About Us & Join Us Today!
Projected Result
YEAR of 2014
GOALS | PROJECTED RESULTS
noodles
LEGIONOFGOODWILL..ORG
KPIs METRICS
FREQUENCY Visits 7,000
TRAFFIC Pageviews 25,000
RETENTION Pages/Visit 4
RETENTION Bounce rate 50%
RETENTION Avg. Visit Duration 00:03:00
RETENTION Page Rank 5/10
AUTHORITY Backlinks 500
FOLLOWERS Likes 6,000
thank you