ANIMAL AID STRATEGY PROJECT DIGITAL MARKETING STRATEGY WM 401

Spring Wedlund ~ WM 401 ~ Digital Marketing Strategies Midterm

VISUAL AUDIT

FINDINGS

There is a lot of competition for the name “Animal Aid” on the web

There are many organizations in different parts of the country/world also called “Animal Aid”

The first organic listing was for us

AUDIENCE

Volunteers

Donors

Adopters

•  Age 45 and up •  Income $75K and up

•  Female •  Age 35 – 64 •  College graduate •  Married

•  Female •  Under age 60 •  Income $30K - $40K

OUR MISSION

To prevent and reduce animal suffering by providing assistance to abused, homeless, injured and sick animals. To actively promote and encourage altering of all pets to reduce and prevent overpopulation. To find loving, dependable and nurturing forever homes for animals in our care at the shelter and in foster homes. To educate the public by teaching and promoting the ethic of compassion, respect for all animals, and the need to be kind and responsible stewards.

Caprice

INSIGHTS

Some people give 5 star ratings, others give very low ratings.

The low ratings are due to a very stringent adoption policy and former employees’ attitudes

The high ratings are given for animal conditions

ANIMAL AID OBJECTIVES

Business Objective: Increase annual donations by 10% over the next year

Marketing Objective: Fundraise $165,000 over the next year

Digital Marketing Objective: Increase online engagement by 30% over the next year

Digital Marketing Objective: Increase reach by 50% over

the next year

DIGITAL MARKETING OBJECTIVE 1

Increase online engagement by 30% over the next year Strategies:

• Post valuable content on multiple social media channels on a regular basis

• Include a call-to-action on a majority of social media posts

• Interact with fans and followers

Chloe

DIGITAL MARKETING OBJECTIVE 2

Increase reach by 50% over the next year Strategies:

• Maximize search engine visibility • Build relationships with influencers in the Animal Welfare community

Ellen

STRATEGY

Post valuable content on multiple social media channels on a regular basis Tactics:

• New to Shelter posts as they come in • Pet of the Week once a week • Adoptable Animals once a week • Adopted Animals as they happen • Event flyers once a week

Gatsby

STRATEGY

Include a call-to-action on a majority of social media posts Tactics

• Ask followers to share important posts • Invite followers to attend events • Appeal for volunteers • Appeal for donations

Gretel

STRATEGY Interact with fans and followers Tactics:

•  Answer followers’ questions •  Share influencers’ social media posts •  Ask questions in posts

Hayden

STRATEGY Maximize search engine visibility Tactics

• Install Google Analytics to test, track, measure and tweak to improve success

• Conduct key word research while writing social media posts

Jenna

STRATEGY Build relationships with influencers in the Animal Welfare community Tactics:

• Identify and follow influencers in the Animal Welfare community

• Share posts written by influencers on social media channels

• Interact with influencers on social media channels

Milton

Thank you!

Mo