Dear Clean Ocean Action,
We understand the difficulty in staying top of mind in today’s digital world, where we are constantly bombarded with messages and branding offline and online. With all the technology out there, it can be difficult to determine where your energy and resources are best spent. After assessing the current state of your online presence, we suggest an integrated digital marketing plan to ensure that your mission to improve the marine waters off the coast of New Jersey and New York will reach the largest audience possible. We have determined three objectives and strategies for COA:
Strategy – Increase accessibility to content
Tactic #1 – Social share icons for content (Facebook, Twitter, Pinterest, E-mail)
Tactic #2 – Clear content segmentation to make it easier to find (also helps with SEO)
Strategy – Engage users to get involved and attend events
Tactic #1 – Dedicated page for event sign-ups
Tactic #2 – Create an event calendar
Tactic #3 – Gamification & leader board (participant profile page incl. past events & contributions)
Strategy – Increase opportunities for people to donate
Tactic #1 – Micro-donations & peer-to-peer donations
Tactic #2 – Clear calls-to-action and paths to donate
Implementing these strategies will increase accessibility to content, donations and activism while leveraging your current assets. This strategy will encompass two key components; a redesigned website and a social media plan. Redesigning the website will provide users with an improved experience to increase donations and engage with content. This new website will also be mobile responsive. Social media will concentrate on content that resonates with the target audience through both organic and paid campaigns. The campaigns will utilize different content formats such as videos to educate and inspire. Our aim is to make the content more sharable and engaging by utilizing GIF’s, audio, and maintaining a consistent tone and voice. Coordinating with COA’s 125 members and identifying influencers will be key in the success of these strategy.
Business Model and Strategy
There is a tremendous opportunity for COA’s growth. Over 20 million individuals live in the NY/NJ/PA metro area with a median household income that is 25% higher than that of the rest of the United States. The potential contributor/volunteer will be someone that has alignment with COA’s mission and lives near or has knowledge of the New York Bight. Additionally, there is an opportunity through partnerships to reach a much wider audience in the United States.
We aim to target an audience that cares deeply about the environment. Gen Z/Millennials (ages 18-34) that are highly educated, live in the New Jersey/New York area and are multicultural are the target audience with the most potential. These individuals spend an average of five hours a day on their phones and are open to influence by peers, as well as social influencers. The target audience is truly anyone that will volunteer and stay engaged, however, discussions with COA have proven the hope in better targeting millennials in the New York/New Jersey area. This desire to target millennials sparks from lack of engagement in all levels; from volunteering, participating online, and overall engagement with a cause they believe in.
We want to focus communication, via social media and the website, on volunteering, retaining volunteer information, and distributing helpful information. We want to provide a seamless experience between the information shared on the website and on social media.
The overall architecture of our website redesign will consist of a new homepage and navigation, utilizing the existing content, but categorized for accessibility. The goal is to take the vast content that COA has and make it easy to consume and share. The website will be mobile friendly since a majority of website views will take place on a mobile device.
Measurement of Outcome
Our goal is for COA to attract a wider, more diverse audience to increase advocacy and activism. Ultimately, the goal is to attract more volunteers and donations, as well as raise awareness and advocacy. We will use a variety of analytic tools to measure the website in terms of unique visitors, demographic information, bounce rate, time on page and conversions. For social media we will establish engagement KPIs to track ROI on paid social campaigns and track conversions to the website.
Our digital strategy aims to make COA more relevant in the environmental space, attract a younger demographic to activism, and increase advocacy for the organization and the ocean. We look forward to working with you.
Thank you for your consideration.
The My Digital Unicorn team: Matt, Emily, Brianna, Amanda, Kat and Cliff