This is a Search Marketing Plan including all aspects of SEO/SEM/SM. The client is Legion Of Good Will.

1. Legion of Good Will
Search Marketing Plan
Prisciane Tramontini | Panos Anadiotis | Ye Li | Jyun-fang Cheng | Linjie Li

2. 30K+ volunteers
OVERVIEW
Nonprofit Organization
✪ 1950 in Rio de Janeiro, Brazil
27 years in US
#7 countries
130 cities
10.5 million services/year
Ecumenical Education as cornerstone

3. OVERVIEW
social
assistance
poverty eradiation
Ecumenical
Pedagogy
(minds + hearts)
Citizenship
through
education

4. Good Will Students for Peace
Project Timeline
Blue Heart Ambassadors
Discovering America
PROGREDIR
Cooking Well
§ Voice of Latin
America for UN
Health
Services
UN
Services
§ A+ Child
§ LGW’s
Permanent
Christmas
International
§ Cancer
prevention
program
Humanitarian
OVERVIEW
Education
and
Culture
§
§
§
§
§
§
§ Charity Round
§ Christmas Food Baskets
§ S.O.S. Calamities

5. COMPETITORS
COMPETITION

6. Strengths
Weaknesses
§ Long history of successes.
§ Strong reputation in South
America.
§ Authoritative presence in UN.
§ Unique educational pedagogy.
§ Support from LGW in Brazil to
create content.
§ 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
SWOT
§ Implementation of Raiser’s Edge
CRM solution.
§ Higher visibility through SEO
strategies.
§ Responsiveness of Hispanic
population.
§ Millennials responsiveness (causes +
digital platforms).
Iacquire.com
§ Tax-deductible donations.
Threats
§ Fluency in English by Hispanic
population.
§ Gap between desire to help
and real behavior.
§ High competition and scattered
market.
@copydev

7. TARGET
§ Competitors
+
zilian s
Bra
ic
ispan
H

8. OBJECTIVES

9. SEO

10. Website Structure
Home page
About us
In the U.S.
Our work
International
At the UN
Donate
Get involved
Volunteer
Contact us

11. SEO Keyword Research
Recommended
Keywords
Search Volume
Current Ranking
Charity Organizations
5,400
not in top 50
Charities For Children
2,900
not in top 50
Donate Now
1,600
not in top 50
Charity Donation
720
not in top 50
480
not in top 50
3,600
not in top 50
Volunteer Opportunity
http://
www.legionofgoodwill.org/
content/volunteer
Volunteer Application
390
not in top 50
720
not in top 50
http://
Anti Violence Project
www.legionofgoodwill.org/
news/lbv-usa/146-peaceChildren and Violence
and-good-will-garden
590
not in top 50
140
not in top 50
http://
Prevent cancer
www.legionofgoodwill.org/
news/lbv-usa/149-saveFree Cancer Screening
women
1,300
not in top 50
480
not in top 50
Page
Current URL
Presentation
http://
www.legionofgoodwill.co
m/lbv-usa/presentation
Donate
LBV at UN
Volunteer
Education
Health
https://secure2.convio.net/
logw/site/Donation2?
idb=1322681413&1400.don
ation=form1&df_id=1400&i
db=0
United Nations
http://
Organization
www.legionofgoodwill.org/
lbv-usa/lbv%E2%80%99sUnited Nations Program
work

12. URL
UX
HEADINGS
ALT-TEXT
TITLE
DESCRIPTION

13. EXAMPLE:

15. Backlink
Off-Page
Audit
Social Media

17. Page
Internal
Link
External
Link
Anchor
Text
Presenta)on
25
0
Presenta)on
Donate
25
0
LBV
at
UN
61
0
Volunteer
61
0
Educa)on
61
0
Health
61
0
N/A
Consulta)ve
Status
at
the
United
Na)ons
volunteer
and
or
travel
abroad
good
will
students
for
peace
cancer
preven)on
for
women
and
men

18. √：Active posting | High engagement
×：Lack of company description | No integrated with other
media

20. ×：
Lack of Content
Low Engagement
Lack of Company Description
Not Integrated with Other Social Media

22. Social Media
Press Release
Diversified
Internal Links
Suggestion
Related
Website
Blog Post

23. Content Strategy

24. Month 1
Planning
Month 6
Event
Egobait
Month 2
Data
Month 3
Visualization
Month 5 Blog Contest
E-book &
Guest Post
Month 4

25. Personas
?

26. Demographics:
§ 40 years old
§ Hispanic foreign
born
§ Divorced with 2
children
§
§
§
§
Bilingual
High school education
Grocery store owner
Catholic
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.
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.
Luz

27. Demographics:
§ 45 years old
§ Hispanic foreign
born
§ Married with
children
§
§
§
§
Bilingual
Graduate college education
Construction Company
Catholic
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.
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.
Luis

28. Demographics:
§ 24 years old
§ Hispanic
background
§ Native born
§ Single, no children
§
§
§
§
Bilingual
Some college education
Motion picture designer
Christian
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.
Carlos

29. Demographics:
§ 35 years old
§ Brazilian
§ Single
§ High school
education
§ Salon owner
§ Catholic
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.
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.
Ana

30. Content Platforms
§ Start a blog.
§ Create content to each persona.
§ Use blog as cornerstone for content
publishing.
§
§
§
§
§
Review terms.
Review navigation to funnel strategy.
Floating social media bar
Responsive design.
English and Spanish.
§ Consider creation
of profile for SEO
purposes.

31. Blog
• Frequency: weekly
• Topics: Education with
affection.
Blog
• Frequency: once month
• Topics: Before and After
LGW – development of
LGW communities.
Blog
• Frequency: once a
month
• Topics: Famous
volunteers of the world.
Blog
• Frequency: once
month
• Topics: LGW enhancing
Brazil culture all over the
world.
FB
• Frequency: every 2
days
• Topics: Adjust blog
content to FB format.
FB
• Frequency: once a week
• Topics: Adjust blog
content.
FB
• Frequency: daily
• Topics: Portraits of Blue
Ambassadors Before
and after a volunteer
trip.
FB
• Frequency: every 2
days
• Topics: Comments of
famous people in Brazil
about LGW work.
You Tube
• Frequency: once a
month
• Topics: “How
to” (conscious nutrition)
You Tube
• Frequency: once a month
• Topics: Series "A Latin
America to be proud
of" (best practices in social
responsibility around Latin
America countries).
You Tube
• Frequency: once a
month
• Topics: Testimonials of
Blue Heart
Ambassadors.
You Tube
• Frequency: once a
month
• Topics: Messages of
LGW's kids to AmericanBrazilians living in US.

32. Content creation and link building
Month 1
Month 2
Month 3
• Develop a content plan
• Curate a list of influential bloggers
• Reach the influence for opinions
• Launch an award and send it to the influential
• Info graphic covering the education methodology
• Video about how to prevent bullying in the US
• Release an e-book to teach you how to change your life
Month 4
• A Blog Contest: How affection can change the World?
Month 5
Month 6
• Promote a meet-up at his unit in Newark-NJ to further involve
influencers to the organization’s mission

33. Paid Search

34. Awareness
•
•
•
•
Charity
Non-profit
Volunteer
Donation
Unbranded
(New York, New Jersey)
Research
Decision
•
•
•
•
•
•
Child support
Anti-violence project
Education program
Cancer screening
Colon Check
Volunteer opportunity
Brandedof Good Will
• Legion
(Nation-wide)

35. Ad groups
Search volume
(monthly)
Branded keywords
Legion of good will school
Charity
1080
Non-profit
2020
Volunteer
11360
Donation
250
Child support
30870
Anti-violence project
880
Negative keywords
Education program
1230
Paid job
Cancer screening
100
Profitable
Colon Check
1810
For profit
Volunteer opportunity
2220
Cancer treatment
Total
51820
Car donation
Legion of good will health
Legion of good will donation
Legion of good will volunteer
Legion of good will support

36. Charity
In
New
York
Volunteer
In
Jersey
Help
&
Support
Child
Educa)on
Volunteer
or
Donate
Today!
Support
Families
In
Hunger
&
Poverty
Join
Our
Cause
Today!
www.legionofgoodwill.org
Child
Educa)on
NY
www.legionofgoodwill.org/educa)on
Help
&
Support
Child
Educa)on
Know
More
About
Us
&
Join
Us
Today!
www.legionofgoodwill.org/volunteer
Support
An)-­‐violence
NY
www.legionofgoodwill.org/educa)on
Support
An)-­‐violence
Educa)on
Know
More
About
Us
&
Join
Us
Today!

37. Projected Result

38. GOALS | PROJECTED RESULTS
s
noodle
LEGIONOFGOODWILL..ORG
YEAR of 2014
KPIs
FREQUENCY
METRICS
Visits
7,000
TRAFFIC
Pageviews
25,000
RETENTION
Pages/Visit
4
RETENTION
Bounce rate
50%
RETENTION
Avg. Visit Duration
RETENTION
Page Rank
5/10
AUTHORITY
Backlinks
500
FOLLOWERS
Likes
00:03:00
6,000

39. thank you