Competencies

Competencies

  • Distinguish the relevance and credibility of various digital marketing information sources.
  • Evaluate the interdependence of paid and organic traffic strategies and their placement in the sales funnel.
  • Evaluate various tracking platforms and their impact on measurement.
  • Judge the difference between low-performing and high-performing paid traffic campaigns.
  • Optimize a paid traffic campaign.
  • Create a welcome email campaign series.

Scenario

You are the co-founder of a digital marketing company called Best Digital Marketing. Part of your job is presenting marketing solutions to your clients. Your newest client, ShareTheBread is a small nonprofit organization that has asked you to review their website and develop recommendations. They have specifically asked about paid ads, how to optimize their website organically, how to bring in the most donors and how to make the most out of an email campaign. They are also concerned that the competition for donations is pulling donors away. It seems that every nonprofit now has a website and the option to easily donate via a PayPal button.

Your review of their website results in the following observations:

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  • The ShareTheBread website is disorganized and illogical. Clicking the “About Us” button takes you to a broken link, the Home page is text heavy and image light, and the name “ShareTheBread” isn’t used consistently. You notice it spelled “Share The Bread,” “Shar the Bred,” and “Breadshare” on the homepage alone. You even see a reference to them as “ShareBread” in a photo caption.
  • The only apparent way to donate to ShareTheBread is by mailing them a paper check, and this information is only shown on the Contact Us page.
  • ShareTheBread has told you that their mission surrounds the ideas of feeding the hungry and helping the unfortunate, yet their website doesn’t portray this. In fact, their website looks incomplete and lacks credibility; it’s not surprising they aren’t getting the donations they seek.
  • You also do not see evidence of any social media campaigns or mentions for ShareTheBread.

Instructions

Create a presentation for your client, ShareTheBread, showing them what online presence looks like for a current organization with a similar mission and focus as them. Select a small nonprofit that has a website. Review all aspects of the online presence for the nonprofit. This should include the website, any social media links such as Facebook, Twitter, LinkedIn, Instagram. Be sure to look for mentions of the organization on social media as well.

Include the text of your presentation in the speaker notes and develop slides that are engaging and communicate your ideas.

Be sure to include the following in the presentation:

  • A brief review of the website and the organization’s social presence. Include an explanation of credibility markers on their website. Identify areas where they have used credibility markers well. Offer suggestions to ShareTheBread for adding credibility on their website and social media.
  • Review the process of people donating money and time as a sales funnel using the example company as a reference. Briefly touch on how both paid and organic searches can help with the distinct stages in the funnel for ShareTheBread.
  • Provide information on how a paid traffic campaign could work for ShareTheBread’s website. Be sure to recognize that this organization is a non-profit, but that should not stop them from using paid ads. Share an example from the existing nonprofit that has successfully raised money online.
  • Describe a sample paid ad campaign that you would recommend. Discuss why this would appeal to ShareTheBread’s target donors.
  • Review how this paid ad could be tracked through web analytics.
  • Offer suggestions for improving ShareTheBread’s organic search results. Include recommendations for on and off page optimization. Discuss the analytics involved in tracking this information.
  • Review the value of email and personalizing the interaction with donors.

In one Word document, create three sample emails to share with BreadShare as a separate deliverable:

  • A welcome email for a first-time donor.
  • A thank you email for a continuing donor.
  • A seasonal email requesting donations that will go to anyone who has shared their email with the nonprofit by way of prior donation or interest in the organization.

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