growth philanthropy network case study proposal
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ONLINE ENGAGEMENT PROPOSAL GROWTH PHILANTHROPY NETWORK May 21, 2013
WiT MEDIA 1178 Broadway, 4th Floor, New York NY 10001 TEL 212-‐334-‐1810 FAX 877-‐570-‐9551 www.wit-‐inc.com
WiT will concept and design upgrades to Growth Philanthropy Network’s online relationship with funders and mid-level nonprofits.
This plan will allow GPN to:
• Reach high-income donors and funder organizations
• Increase brand recognition of Growth Philanthropy Network and the Social Impact Exchange
• Showcase the S&I 100 and drive enrollment for 2013 SIE conference via a highly trackable, rich media campaign across multiple online channels
• Engage existing members with high-quality email engagement tracking
GROWTH PHILANTHROPY NETWORK CAMPAIGN GOALS
Establish brand identity online by engaging target audiences across multiple online channels
• Online ad placements
– CASE Network
– Google AdWords
– Google Display
• Track-able eblasts
– reinforced with
brochures and
targeted mailouts
• Social media promotion
– Linked In
• YouTube video syndication
ONLINE BRANDING: MULTICHANNEL OUTREACH
CASE AD NETWORK
Rich media ad placement, targeted to high-net-worth investors
CASE adnetwork placing includes: cnn.com, forbes.com, fortune.com, businessweek.com, cnbc.com, bloomberg.com, businessinsider.com, cnnmoney.com, mashable.com, adweek.com, economist.com, venturebeat.com
CASE AD NETWORK
CASE Network provides data for advanced engagement tracking
Determine where site receives traffic
• Test content and design
• Adjust based on insights
CASE HEAT MAPPING
CASE Ad Network Columbia Campaign
• Impressions: 658,402
• Clicks: 402 (.07% CTR)
• Engagement: 1.75% (11,401 interactions)
CASE AD NETWORK CASE STUDY: COLUMBIA
Capture specific keyword searches, connect to landing pages, and track impressions and click-through-rates
Google AdWords
• Targeted keywords
Google Display
• Banner ads displayed over network based on keywords, interest topics, audience demos
COST PER CLICK ADS
COST PER CLICK ADS CASE STUDY: HAY ADAMS
Google AdWords Hay-Adams Campaign
• Impressions: 50,231
• Clicks: 5,464
• CTR: 5.57%
!
Track open rate and click-through rate on dedicated email blasts • Constant contact • Icontact
EMAIL ENGAGEMENT CASE STUDY: PEN WORLD VOICES FESIVAL CULTURADAR: DEDICATED EMAIL
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Dedicated Email:
• Opening Night Reading: Bravery
• Sent April 26 to 5,000 + (approx.)
• Open rate: over 20%
• CTR: over 5%
Culturadar dedicated email: • Sent to 5,000+ • Open rate: >20% • CTR: >5%
Highly specific print mailer campaigns keep your organization at top-of-mind
Ability to target:
• Income, age, geographic location
• Organizations by industry type
• Board members
• Compare across mailing lists to determine which recipients are most likely to interact
Complement in-person interactions with high-quality print material
Eg brochures featuring:
• Funder Working Groups
• S&I 100 organization profiles
• S&I 100 nomination procedures
• SIE Conference on Scaling Impact
Creative can be shared between print and email campaigns
BEST PRACTICES: SUPPORTING EMAIL WITH PRINT
Impressions Number of Mmes users saw your
Promoted Tweet in their Timelines
Engagements Total number of Mmes users
interacted with your Promoted Tweets
Retweets Number of Mmes users Retweeted
your Promoted Tweet
Follows Number of Followers you acquired as a direct
result of your Promoted Tweet
ER Engagement Rate
(benchmark: 0.99%)
eCPE EffecMve Cost per Engagement
(benchmark: $1.25)
401k
5,394 224
207
$0.68
1.34%
PROMOTED TWEETS CASE STUDY: AMNH
Impressions Number of Mmes users saw
your Promoted Account
Follows Total number of Mmes users
followed your account
FR Follow Rate
(benchmark: 0.22%)
CPF Cost per Follower
(benchmark: $2.52)
872k
4,839
$1.69
0.55%
Promoted Tweets-Total Spend: $3,642
*Data from 12/5/12-‐5/1/13
Promoted Tweets-Total Spend: $4,604
Increased growth with promoted accounts
*9/30/08 -‐ 4/23/13
5/31/11: First PAc campaigns begin
10/1/12: 2nd IO w/ PAcs begins
PROMOTED TWEETS CASE STUDY: AMNH
Keyword targeting: driven by moments of context and intention
what is keyword targeting, what does it achieve?
1. Brand specifies keywords to target 2. User Tweets or engages
with a Tweet that matches
to the specified keywords
3. Brand’s promoted tweet
is served to that user
PROMOTED TWEETS CASE STUDY: AMNH
Target Industries: • Nonprofits • Finance
Target Groups: ‘Philanthropy’ • Philanthropy • Donors • Nonprofits
LINKED IN AD BANNERS & CPC
OnLok LinkedIn Campaign • Impressions: 294,451 • Clicks/CTR: 76/0.026%
LINKED IN CASE STUDY: ONLOK
KEY ANALYTICS
Case: MD Anderson
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PLACEMENTS
Most Viewed – United States Recently Popular – Nonprofits and Activism Recently Popular – All Categories Most Viewed – Texas Most Viewed – Oklahoma Most Viewed – Louisiana
210,637 total views 5.3% additional free traffic
YTM YOUTUBE SYNDICATION
YTM YOUTUBE SYNDICATION
YTM maximizes views and engages viewers on social network platforms through: • organic views • target
demographic identification
• SEO optimization
Contact
Clint White, President Kristen Earls, Director 1178 Broadway, Floor 4 New York, NY 10016 212-334-1810 [email protected] [email protected]