The Community Action Coalition (CAC) is a non-for-profit organization located on the east side of Madison, Wisconsin. This presentation begins with a short overview of the organization, then briefly discusses the SWOT analysis of the business. Subsequently, it will provide three realistic, actionable recommendations in regards to the organization’s digital marketing. These recommendations focus respectively on the website, social media and search engine optimization for the website. Each section will highlight measurement and evaluation methods for determining the success of each strategy.

1. COMMUNITY ACTION COALITION
suggestions for digital marketing

2. AGENDA
about
website
social
seo

3. ABOUT
“poverty ends here.”
housing, financial assistance, food & clothing
founded in 1966
non-profit

4. GOALS
move
into 21st
century
inform
community
inform
participants
make
donating
easy
involve
community
increase
SEO

5. TARGETS
volunteers donors
participants

6. TOOLS TO REACH THEM
volunteers donors participants
websitesocial seo

7. PLANS FOR WEBSITE
improve usability
>more direct and secure methods for
donations
>easier access to volunteer info and events
enhance credibility
>highlight United Way
>include member information
wireframe

8. PLANS FOR SOCIAL
recruit student volunteers!
81.6%
79.6%
of 18-24 year-olds
of full-time students
use social media regularly

9. SOCIAL MEDIA is the best
platform to target
STUDENTS

10. ANALYZE MEDIA CHANNELS
http://www.theatlantic.com/technology/archive/2014/06/facebook-texting-teens-instagram-snapchat-most-popular-social-network/373043/

11. optimize FACEBOOK usage

12. incorporate VIDEO
>YouTube beats Facebook
for most engaged users
>Videos are a great way to
show the good work
being done!

13. MEASURE, FIX, REPEAT!
point system
“like”= 1 point
“comment”= 3 points
“share” = 5 points
figure out what
kinds of posts
students
respond best to

14. SEO
social
link building
keyword research &
targeting
accessible, quality
content
SEARCH ENGINE OPTIMIZATION
PYRAMID

15. PLANS FOR SEO
site architecture
text in web
header
anchor text
images with
alt tag

16. ANCHOR TEXT
should be
anchored

17. IMAGE ALT TAGS
should say: “housing consultation”

18. MEASUREMENT
set up
GOOGLE
ANALYTICS
account
embed
tracking
code
keep watch
OBJECTIVEMETRIC
conversions for
participants
(applications)
organic search traffic
as a percentage of
overall traffic
increase by 50% in the next
two months
increase by 20% in the next
two months

19. REVIEW
donors: website
volunteers: social
participants: seo

20. BECOME A
VOLUNTEER!
CAC is always
looking for volunteers!
Maybe YOUcan
help with their
digital marketing!

21. QUESTIONS?THANK YOU!