internet marketing consulting for a not-for-profit

EMPOWER SAN DIEGO.ORGCivic Engagement = Community Power

Presented By:

Kate Ammerman

Darien Buc

Alex Curry

Ashley Shoshan

Tyler Wilson

EMPOWER SAN DIEGO advances progressive values and fosters local civil

society by promoting civic participation and facilitating collaboration

among community-based organizations. To realize our mission, we use

public dialogue, voter education, leadership development, and coalition

building.

Mission

Web Site RecommendationsCurrent Homepage

Fully Utilize Page Space

Decrease Margin Size

Web Site RecommendationsCurrently the right Column

Boxes are Ordered as shown

by these Images

We Suggest the Order Be:

• Search

• Donate

• Language Translation

• Live Stream

• Grassroots Ad

Web Site RecommendationsOverall Design Changes

• Add In Pictures That Convey:

-What Empower is trying to do

-Who they’re trying to help

-What they’re trying to protect

• Make Current Pictures Larger and Add Descriptive Captions

Web Site RecommendationsOverall Design Changes

Change Color Scheme

• Currently Too Neutral

• Empower is about change, civil duty & community- the colors should communicate that message

• Blue and Gold: Popular in San Diego Community

-Padres, Chargers

-Symbolism: Credibility, patriotic

-Used by Government agencies: organizations pertinent to Empower’s Cause

EMPOWER SAN DIEGOHome -Our Staff –Our Work – Calendar –Blog –Get Involved –Join –Contact Us –Media

3. The use of a Watermark Background Image of

“Scenes of San Diego”

-incite viewers with a sense of love and pride

-inspire them to get involved to do their part in ensuring & protecting the town they love

Web Site Recommendations

• Create a Logo- Visibility- Credibilty

-Memorability

• Create a Homepage Video: Instantly grab the interest of viewers by having a clip of a spokesperson giving…

-An overview of the organization

-What you stands for, what you aspire to do

-Ending with a compelling line about donating time or money for this cause

MediaOur Staff Get Involved For:

College StudentsHigh school StudentsFamiliesCultural GroupsSpecial Interest Groups

Current Toolbar

Suggested Changes

Web Site RecommendationsReorganize Toolbar To Become More User Friendly

Web Site Recommendations

• Become experts on community events within Empower’s general topics of interest and post them in your calendar

• Generate Community Involvement

• Increase Web traffic- by performing as an information hub for San Diego’s politically & socially inclined.Expand Use of Calendar

Web Site Recommendations• Mobile Event Reminder Text Service

• Count-down Ticker on Home-Page for next upcoming event

• Email Newsletters Sign-Ups

Search Engine Optimization

Search Engines

• Can help target audiences find your website

• Optimizing a site on a search engine can drastically increase web traffic

Search Engine Optimization

Keywords are an important part of placement on a search engine

• Current keywords that Empower uses:

Empower (10), San Diego (10), Education (2), Advocacy (1)

• Additional keywords that could optimize Empower San Diego’s position:

Empower, San Diego Volunteering Opportunities, Family and Community Involvement, Voter Education, Budget Cuts

Search Engine Optimization

• Local Address• Well organized and no clutter• Blog

Things That Could Be Changed

• Title tag• Ways Increase link popularity

• Press release• Create awareness on related sites

Search Engine Optimization

An example of a Relevant Website to Generate Awareness about Empower

• Press releases- for reaching out to news media

-92% of Journalists use the Web to research their next story

• Spark interest and create awareness for consumers by doing the following:

• Using a popular topic• Showing a benefit to the consumer• Strengthening the company’s or organization’s image

Press Releases

• Press releases can help optimize your ranking in online search engines by:

• More content means more keywords

• Newer, more relevant content

• Link Popularity

Press Releases

Press ReleasesExample Websites to Post Press Releases on:

www.signonsandiego.com

www.voiceofsandiego.org

www.sandiegopolitico.com

www.kpbs.org

www.sdnn.com

Viral Marketing

• It can be more effective than regular advertising

• Can be used to attract higher web traffic and create more awareness

Social Media Marketing

• Social Media Marketing is extremely important in your field

• Facebook, Twitter, and the blog are a great start

• Need more networks and internet traffic

Social Media Marketing

Facebook

• The main page coloring and logo should be updated

• Send Incentives to be a fan

• Update the headlines frequently

• Have a larger photo album showing more community

interaction

Social Media Marketing

Other Social Networking Sites

• Try to reach out to the Facebook fans and

get them to join the other sites

• Use a social network site that helps non-

profits by giving them funds (Kaioo.com)

• Get more involved with local community

sites such as high schools and colleges

Thank You For Your Time

Any Questions???