Random Acts
Nonprofit Organization
Our Team
Uriel Rosales
Marketing Consultant Project Manager
Kassandra Cervantes
Marketing Consultant
Lauren Angelini
Marketing Consultant
Mohamad Abdelaziz
Marketing Consultant
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.
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- Content is outdated.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
Executive Summary
1. Expand supporter base to new key market.
2. Hone in messaging to a concrete call to action.
3. Increase engagement on social media channels to drive website traffic.
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
Interests:
- 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
Entrance On Page (Blog)
Behavior ⇢ Site Content ⇢ All Pages ⇢ Blog ⇢ Entrances
New Users
Ages (25-55) & Gender
Audience ⇢ Demographics ⇢ Overview ⇢ New Segment ⇢ New Users
Conversions
Conversions ⇢ Goals ⇢ Overview ⇢ Goal 3 (Donations)
# New vs. Existing Users Per Channel
Acquisition ⇢ All Traffic ⇢ Channels
*Once we added new segment it now includes new users and existing
Website
Wireframes/Layouts
HOME PAGE
GET INVOLVED
DONATE
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.”