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Random Acts

Nonprofit Organization

Our Team

Uriel Rosales

Marketing Consultant Project Manager

I manage office and business operations while happily taking on many other roles that keep things running smoothly. Based in Austin, Texas, I’m proud to be a native Spanish speaker. Fun fact: I have a passion for art and drama, and I used to perform in musicals!
Kassandra Cervantes

Marketing Consultant

I’m a proud wife and recent mom, based in Austin, with a love for all things cooking. My professional journey is fueled by a passion for helping and supporting others. I bring that same dedication to our agency every day, let’s make things happen together!
Lauren Angelini​

Marketing Consultant

I joined the team in early 2025 as an SEO Specialist, where I focus on helping businesses grow their online presence and performance. Rooted in values of family and community, I believe collaboration drives the best results, and I’m always happy to share insights or explain how things work to support our clients’ success.
Mohamad Abdelaziz

Marketing Consultant

I’m a Graphic & Visual Designer at Digital Pulse Innovations, passionate about creating clean, engaging visuals that bring each project to life. I love transforming ideas into designs that tell a story and connect with people in a meaningful way. Outside of design, I enjoy exploring National Parks and finding inspiration in the world around me.

About Random Acts

  • Random Acts is a 5013c (non-profit) organization.
  • Founded in 2010 by actor Misha Collins.
  • Mission Statement: Change the world one random act of kindness at a time.
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Marketing Plan

Competitor Analysis

Strengths

  • Established organizations.
  • Strategic ways to network and partner
  • B2B2C model

Challenges

  • Don’t use trending keywords.
  • Content is outdated.
  • Social media following is low

Competitor Analysis

Strengths

  • Established organizations.
  • Strategic ways to network and partner
  • B2B2C model

Challenges

  • Don’t use trending keywords.
  • Content is outdated.
  • Social media following is low

Identified Opportunities

1. Our current target audience is not diverse enough. Currently around 72% is white women, ages 25-35.
2. Not enough brand awareness outside of Supernatural fan base.

Current Customer Persona

Brianne Breunig “We are all a little weird and wacky. So be nice to each other. #Supernatural”
Personal Background:

28 yrs old, single, lives on her own, Bachelors in Business Management

Professional Background:

Full-time office-clerk with a salary of $35,000.

Geographical information:

Country: U.S.A State: Texas City: Dallas

Psychographics:

Family-orientated, likes exclusivity, enjoys attending book reading clubs

Goals:

  • Wants to help out the community
  • Wants life pro tips
  • Wants to be a part of a group

Targeted Customer Persona

Philip Brooker “A good man works on himself, and helps out when needed. Words of the wise.”
Personal Background:

31 yrs old, married, Bachelors in Computer Science.

Professional Background:

Full-time Web Developer for a financial firm with a salary of $85,000.

Geographical information:

Country: U.S.A State: Los Angeles City: California

Psychographics:

Family-orientated, likes exclusivity, enjoys attending book reading clubs

Goals:

  • Likes paperless trail.
  • Meets up with other professional weekly
  • Enjoys going to church with family on sunday.
  • Enjoys working out.

Objectives

Increase website traffic by 10% within q4.

KPI’S

  • Website traffic from blog page
  • CTR %

STRATEGY

  • Include Blogs With Identified Keyword Phrases.

TACTICS

  • Listicles
Grow the number of donations by 10% for 2022.

KPI’S:

  • Conversion Rate
  • Conversion rate for call-to-action content

STRATEGY

  • Employ More Engaging Content

TACTICS

  • Social Media Campaigns

Expand our male supporter base by 5% each month for the next 6 months.

KPI’S

  • Change in total male supporters
  • Total # of new users vs. returning users

STRATEGY

  • A/B Testing, Promote Engaging & Fresh Content

TACTICS

  • Use male testing groups, identify resonating campaigns
Increase number of clicks coming from social media channels by 10% by the end of q4.

KPI’S:

  • Total # of new users from socials
  • Follower growth

STRATEGY

  • Build Trusting Relationships W/ Existing Followers & Potential Followers

TACTICS

  • Reels on instagram of random acts of kindness, retweeting, commenting, etc.

Keyword Research

Keyword

  • Coat

Short-tail

  • Mens coats

Long-tail

  • Mens winter coats near

SEO Recommendations

Inclusion of SEO friendly headlines

  • Primary keywords in H1
  • Long-tail keywords in H2

Add description tags

  • Tags under images
  • Descriptions in the URL

Include high-quality content

  • Regularly updated
  • Easy to navigate website

On-Page SEO

▪Keyword usage

  • “5 self care tips”
  • “Acts of kindness”

▪Headlines & Graphics

▪Description & Title tags

Off-Page SEO

▪Link juice

  • Healthline
  • IMDB
  • UNICEF

▪Internal links

Metric Action Plan

On-Page SEO

Behavior ⇢ Site Content ⇢ All Pages ⇢ Blog ⇢ Entrances

On-Page SEO

Ages (25-55) & Gender

Audience ⇢ Demographics ⇢ Overview ⇢ New Segment ⇢ New Users

On-Page SEO

Conversions ⇢ Goals ⇢ Overview ⇢ Goal 3 (Donations)

On-Page SEO

Acquisition ⇢ All Traffic ⇢ Channels

*Once we added new segment it now includes new users and existing

Website

Metric Action Plan

Website Architecture

Thank you

“I think that kindness and generosity are infectious qualities, that when you carry them out, you often inspire others to do the same, and that one small act can actually have an exponential effect.”

Misha Collins

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