Transcript Plan for Your Organization On-Line Marketing

Plan
for Your Organization
Cross Media Marketing
Campaign
For 100 Years
your organization
has been helping Jews
all over the world!
How can your
organization
do this better?
Let’s look
at Cross Media
Marketing!
Key findings from the 2008 donor Centrics Internet
Giving Benchmarking Analysis include:
•
Online giving still represents a small portion of donors,
but it is growing rapidly.
•
Online donors are younger and have higher
incomes than traditional direct mail donors.
According to the Giving USA Foundation,
U.S. charitable giving reached $306 billion,
a 3.9 percent increase over the previous year
and the first time in history that it exceeded $300
billion. And while online giving accounts
for a small percentage of the total, giving
via the Internet has grown rapidly, from
$250 million in 2000 to an estimated
$6.9 billion in 2006,
according to the ePhilanthropy Foundation.
"As the younger generation
settles into their communities,
they're not going to be carrying
checkbooks,”
said Peter Rudden, Qgiv's director
of marketing, "they're going to be
(transacting) online."
Yahoo, has donated some of its advertising spots to
nonprofit organizations.
Amazon has also have arranged deals with nonprofits
to dedicate a sales to charities.
Such Internet companies are developing symbiotic
relationships with nonprofits, driving traffic and dollars
both ways,
Bill Massey, president
of the National Charities Information Bureau.
Yearly Gantt 2010
• Q1 – Research
• Q2 – Website modifications and OnLine Marketing structure and activities
• Q3 – Website launch and On-Line
Marketing campaigns
• Q4 – On going Marketing activities and
website maintenance
Research
Research
• Definition of the target audiences by
continents
• Studying trends and donor behavior over
the web
• Understanding how to approach each
target audience
• Keywords research for SEO and PPC
campaigns
Research
• Finding the most suitable affiliate networks to
carry our messages
• Defining conceptional ideas for viral movie clips
• Analyzing competitors websites
• Collaboration with key personnel in your
organization
• Conclusions and detailed working plan
Website
Modifications
Process
The Process
• The process includes:
– E-Branding
– Website modifications
– New Marketing content
– Graphic design and development
– Ongoing website maintenance
E-Branding
• We understand the web potential as
a unique medium, that allows effective
and focused exposure.
• It delivers varied and relevant
information and keeps a close
relationship with its users
E-Branding
• We use structured questionnaires and
proven methodology
• Our goal is to maximize the internet
potential for strengthening your online
brand, based on the abilities and needs
of the internet world
Website modifications
• Determination of the required modifications
for your current website, such as:
– Content
– On-Line Payment
– Social Tools
– Statistics Analysis and Tracking
• The site updates will be based on the insights
achieved during the E-Branding process
Marketing Content
• Upon the updated website structure, a
new marketing content will be written
• The new content will be written
according to the concept and messages
that will emphasis the new online brand
Graphic design
and development process
• The complete site modifications will be
created, including the graphic changes that
will fit the online brand concept, target
audience and activities
• New modules and applications will be
developed according to the schematically
structure that was determined
• This process will include milestones for
displaying the progress
Cross Media
Marketing
Process
The Process
• The process includes:
– Personalized Cross Media Campaigns
– Viral videos productions
– Blog Sphere coverage
– Search engine strategy and marketing
– Affiliate networks plan
– Cellular campaigns
Cross Media Campaign
• Create, produce, track, analyze, refine
• Personalized e-mails, postcards, websites,
and more created for your clients.
• Personalization reflects age, gender, and
name of client.
• All information is instantly tracked in the
XMPie Marketing Console.
• The Marketing Console makes analysis and
refinement easy.
Marketing Console
Social media marketing
campaign
• The goal of the social media marketing campaign
is to expose your organization, to its target
audiences & to drive traffic to its website
• Leading social networks can serve as strong
marketing tools for transferring information
and creating interest in your brand
• Millions of users and well known organizations
around the world use these networks in order to
promote their services
Social media marketing
campaign
• The following steps are required in order
to differentiate the brand:
– To apply the appropriate social network
for each market segment
– To build network reliability and
personality
– To create interesting content that will
attract the potential donors
Social media marketing
campaign
The viral marketing process contains the following:
• Creating and maintaining a blog for your
organization
• Tracking online conversations: Forums, talkbacks
and articles
• Creating and maintaining profiles on Social
networks, in order to create social Buzz
• Creating and maintaining profiles on Video networks
• Creating and maintaining profiles on bookmarking
networks
Social media marketing
campaign
• Adding friends on a daily basis, according to
the rules of each network
• Building personal relationships and reliability
• Spreading relevant content containing links to
the brand website
• Opening groups
• Joining other groups
Viral Video Production
• Creating a series of viral videos
which approach different target
audiences
• The viral video will be designed to
generate buzz regarding your
organization‘s activities
Comprehensive coverage
in the Blog Sphere
• Approaching the relevant bloggers
in order to get coverage in the most
relevant blogs
• Getting the highest rates in SEO
boosting high-PageRank links and
in-depth reviews of new activities
Search engine strategy and
marketing
• Search engine marketing will cause your
organization an optimal visibility through
all search engines
• PPC campaigns
• We will define the your organization strategy
and goals while analyzing the competitive
arena, the required keywords and copywriting
• The your organization will be reported within
ongoing reports which are easy to understand
and concluded
Affiliate networks plan Banners Campaign
• We will create an affiliate networks plan which is the
most effective solution in order to expose the organization
to its audience & for driving traffic to the your
organization donor page
• We will use an immense number of different websites
which will display your organization banners & will
promote your organization brand
• We have the knowledge to choose wisely the appropriate
network that will display your organization designed
banners in the most effective way in terms of content,
traffic and target audience
Cellular campaigns
• We will produce & design cellular campaigns for your
organization
• The campaign can be sent to any amount of cell
numbers, with no limitations, and it can be
personalized
• You will be able to manage the campaign
dynamically, through a back office system
• Additional features:
– Ability to schedule the campaigns
– Ability to build a mini site for your organization
– Add company call back number to the campaign
– Detailed reports and ROI tracking
Thank You !