ABOUT

La Casa de las Madres is a non-profit organization, the first shelter dedicated to women and children escaping domestic violence. The arms of a mother represent the refuge everybody seeks in a time of crisis or to heal from trauma.

They provide half of the city’s emergency domestic violence shelter beds 24/7 besides the other services.

“1 in 10 San Francisco teens who are dating revealed experiencing physical violence at the hands of a partner over the previous 12 months…”

SERVICES

Survivors:Crisis lines Healthy relationship support groupsSheltersOutreach and Education

Helpers:Volunteering activities Donation programs (goods - money)Events

Provides a day and night of safe shelter, complete with basic needs and provision. $77.67/night

Expert support and therapy services.

The budget in 2017 was $3.056.882, mostly from donations and sponsors.

FINANCIAL OVERVIEW

ELEVATOR PITCH

Nationally, 1 of 3 women will be physically or sexually abused by a partner in her lifetime.

In 2017 over 18,000 local women will be victimized by intimate partner abuse.

1 of 10 teens will suffer dating violence and up to 16,500 children will be exposed to parental domestic violence.

Average day 911 will field 22 domestic violence calls for help

Domestic violence is a serious threat to health, safety, and capacity to thrive.

TARGET Marisol, 30 years old, SF Resident

domestic violence

and kids needs a safe environment- Works as project manager in a company

- Join volunteering activities

What makes her feel bad? Having a tough situation at home with the partner or someone relative.

How does she socializeSocial events with family and friends.

What does the environment look like?

- Works in a company as project manager

- Lives with her boyfriend- Manage her own brand of

purses

What does the target audience want to reach? - Help the community- Improve the education starting from home- Safe environment for kids and woman

What are the fears, frustrations and obstacles?

- Hard to find people that join- Difficulty attending events due to your work schedule

CUSTOMER JOURNEY

Social media Ads

Print Ads

Join the cause

How to help the

community

Direct Emails

Donate / Be volunteer

Website (information

about services)

Keep donating

Keep joining volunteer activities

Follow

upcoming events

Newsletter

Being part of La Casa community

AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY

S.M.A.R.T

Our goal this quarter is to increase our conversion rates by 15% in order to generate more donations.

Domestic violence is a serious threat to health, safety, and capacity to thrive.

CURRENT MARKETING/DIGITAL

33 million views of SFMTA Transit

Campaign in San Francisco through Spring

2017

Main goalIncrease the number of conversions. We seeks to promote the donations program. /Grow revenue

KPI:Conversion rate. How many people is donating

TacticSocial organic post potential paid ads, GDN and Email layout. User experience

MARKETING OBJECTIVE

Landing page

USER FLOW

Email > Landing pageGDN ad > Landing page

Facebook ad> Landing page

Secondary goalBring more traffic to the “Ways to help” landing page.

Secondary KPI:Traffic - Click To rate How many people are clicking our ads and emails to read more about the campaign.

Secondary tacticOrganic social post potential paid ads.Emails

Landing page

USER FLOW

Email > Landing pageGDN ad > Landing page

Facebook ad> Landing pageEmail

OPTIMIZATION Email (thank you for your donation)

Add CTA:Learn moreHeadlines (You can help, Different ways to help)Add lifestyle images: 4 hands focus on the concept of community, Layout: We designed a template with a different layout from the current one. We want to show a more branded option.

Comments:This email goes to the people that knows La casa de las madres, they are receiving this email because they already did a donation. We are saying thank you and sharing one testimonial of one of the members of the community that we are helping.

Before and after

Partner organic post

Branded post. More ownable content. Headline: “Your shopping matters”Add lifestyle images: More emotional lifestyle images instead of showing the products. Layout and copy.

Comments:The current post is redundant, they are mention 3 times amazon in the image, so we can improve the messaging, something more short and less repetitive. We can talk about the benefit of buying a gift for your mom, which is giving someone a opportunity to find help.

Adwords

The most relevant device used is the Desktop according to the data of April 26 2018 to May 25 2018.

DATA & LEARNINGS

Adwords

These are the acquired results of March 2018.

The March performance of the website vs the previous months increased 21.03% and the average session duration increased 11.78%.

The reason why is because during March they launch the new crisis line 24 hours and they did several organic post in Facebook and Twitter

Most of the user reach La Casa de las Madres organically. But one of the goals is to increase the traffic with email campaigns and Social media ads besides the organic and direct search.

Adwords

These are the acquired results of March 2018.

The March performance of the website vs the previous months increased 21.03% and the average session duration increased 11.78%.

The reason why is because during March they launch the new crisis line 24 hours and they did several organic post in Facebook and Twitter

Most of the user reach La Casa de las Madres organically. But one of the goals is to increase the traffic with email campaigns and Social media ads besides the organic and direct search.

The most relevant language is English, 91% of the audience come from United States, the 8% comes from UK, Canada, Turkey. According to the data of April 26 2018 to May 25 2018.

The most relevant audience gender is the Female according to the data of April 26 2018 to May 25 2018.

One of the reason of why I chose Facebook as a channel to develop my Tactic is because is the first social media channel with high activity, impressions and reach.

The second one is Twitter. Which earned 9.8K impressions over those 28 days.

Facebook data between 4/28/18 to 5/25/18

Twitter data between 4/28/18 to 5/25/18

Referral program EmailsReferral program paid adsA/B Testing Thank you EmailsA/B testing receipts A/B testing facebook adsA/B testing GDNs

UNUSED TACTICS

La Casa de las Madres has done a great job to the community. Despite not having the financial resources, they have found a way to continue their mission thanks to the support of sponsors, donors and volunteers.

By having direct contact with the people who work in this organization, I understood the need to develop an effective strategy to achieve their goals.

They already have a tracking and experience on generating print campaigns but they knew that joining the digital social media is a must. Although print advertising worked and still does, it is important to migrate to the new media to reach new audiences.

As a non profit, they do not have budget to invest in paid advertising, but showing the scope of these possibilities and how this would generate more revenue could be a short term task. The next steps to follow after this research are to improve the organic post, strategy, email campaigns and try new channels.

CONCLUSIONS