Jan Berndt. April 11, 2017.

Digital Marketing Campaign.

Youvo? How does it all work?

„I really love to design and to create things, but just working my a** off for companies who sell „tooth-paste“ is just not fulfilling for me.“

• got a Bachelors Degree from the University of Arts • three years of professional experience in ad agencies as a Creative.

core competencies

A real Youvo Persona – Kaspar from Berlin.

The issue that Kaspar and many of his friends have:

Well educated Millennials in urban areas are often striving for a mission that adds fulfillment and meaningfulness to their lives

while at the same time contributing to a greater goal by helping others.

But wait, there is hope! :-)

The thing is: neither Kaspar nor most of his friends are doctors who could fly to Uganda to actually save people’s lives in the fields – they are nothing else but

designers, social media managers and web developers … :-(

The solution.Youvo provides a home for all creative minds who want to make a difference

by temporarily supporting social nonprofits with their skills.

NONPROFITSCREATIVESWITH ZERO BUDGET.WITH DIFFERENT SKILLS.

Youvo.orgChoose skills. Find projects. Change the world! :-)

Youvo Content Marketing Platform.

Just do it like Kaspar.

Youvo Objective First Framework.

EXECUTE CAMPAIGN

MEASURE OUTCOMES

OPTIMIZE RESULTS

SET OBJECTIVES

DEFINE KPIs

DESIGN TACTICS

THE OBJECTIVE-FIRST FRAMEWORK

EXECUTE CAMPAIGN

MEASURE OUTCOMES

OPTIMIZE RESULTS

SET OBJECTIVES

DEFINE KPIs

DESIGN TACTICS

THE OBJECTIVE-FIRST FRAMEWORKWhat do we want to achieve?Youvo Overall Business Goals.

180200REGISTERED

ORGANISATIONS

2500REGISTERED

CREATIVES

MEDIATED

PROJECTS

Status Quo since 2013.

250250REGISTERED

ORGANISATIONS

6000SIGNED UP

CREATIVES

MEDIATED

PROJECTS

Overall Business Goal until end of 2017.

+3500 +50 +70

3x Insights from Data.Youvo Objective First Framework.

#1. Low engagement and high drop offs from starting page. Currently losing approx. 65% of starting page traffic.

Probably users come by on „wrong“ intention —> „what you see ain’t what you get.“

#2. Paid search with poor performance.We see high bounce rates and low avg. session duration.

Paid Search drives most traffic to the site, but this traffic isn’t very „qualified“ (low engagement).

#3. Proof point for poor paid search performance. We see very low quality scores on Google AdWords.

Most of current ads are not even being displayed on Google.

EXECUTE CAMPAIGN

MEASURE OUTCOMES

OPTIMIZE RESULTS

SET OBJECTIVES

DEFINE KPIS

DESIGN TACTICS

THE OBJECTIVE-FIRST FRAMEWORKWhich metrics tell us, if we are on the right track?Youvo Marketing Goals and KPIs.

Objectives

Goals

KPIs

Paid search: Drive more qualified traffic to Youvo.

push organic traffic

via SEO.

increase Quality Score (and by this means

CtR etc.).

optimize on page SEO // optimize off

page SEO.

Decrease bounce rates from 71 to 50% //

Increase avg. session duration from

00:41 to 02:00.

total amount of organic search

sessions per month from avg. 4,000 to

6,500 sessions.

push organic traffic

via social.

create targeting campaigns for

creatives and non profits on different

SoME Channels.

Ad Impressions, Likes and Comments, CtR Ads, Conversions to

Website (from fb, Instagram, twitter)

Unlocking the Potential

of the community.

Retention: Win back in-active users //

Referral: incentives // Retargeting: Retarget

website visitors.

opening rate emails, site visits (clicks in

NL), conversion creatives half -> full profile, user Log-Ins.

1. 2. 3. 4.

EXECUTE CAMPAIGN

MEASURE OUTCOMES

OPTIMIZE RESULTS

SET OBJECTIVES

DEFINE KPIS

DESIGN TACTICS

THE OBJECTIVE-FIRST FRAMEWORKHow are we getting there?Youvo Digital Marketing Campaign.

.

I WANTTO CHANGETHE WORLD!

PHOTOSHOP.BUT I’M ONLY GOOD AT

CONTENT MARKETING.BUT I’M ONLY GOOD AT

I WANTTO CHANGETHE WORLD!

WEB DESIGN.BUT I’M ONLY GOOD AT

I WANTTO CHANGETHE WORLD!

www.youvo.org/contentmarketing

youvo is the job market that connects creative minds with non profit

organizations, who are looking for support in the fields of web design,

digitization and public relations.

You got the skills – we’ve got the projects.Support social projects with what YOU can do best.

Sign up now!

One landingpage, one message, one CtA: Precisely targeted and designed landingpages.

Keywords

GOOGLE Kreative Keyword BewertungsschemaAd Group Main- und Sub-Keywords avg monthly

searchescompetition suggested bid youvo

spezifischKeyword Ampel

Praktikum 53.150

Praktikum 33.100 medium 0,98 € high 1soziales Praktikum 480 medium 1,55 € high 2sozialpraktikum 1.600 low 1,82 € high 1praktikumsplätze 8.100 medium 0,69 € medium 2bewerbung praktikum 8.100 low 1,39 € medium 2design praktikum 170 medium 1,07 € high 2Berufseinsteiger 1.600 low 1,15 € high 2

Jobbörse 2.505.120

jobbörse 2.240.000 low 0,73 € high 1jobbörse berlin 5.400 high 0,93 € medium 1jobbörse münchen 4.400 high 0,99 € medium 2Stellenangebote 246.000 high 0,95 € high 1kreative Berufe 5.400 medium 0,93 € high 2ngo jobs 1.300 medium 0,96 € high 2nachhaltige jobs 1.300 medium 1,12 € high 2entwicklungshilfe jobs 1.000 high 1,55 € high 2Jobs mit Sinn 320 medium 0,46 € high 2

Portfolio und Lebenslauf 252.790

Portfolio 49.500 low 0,22 € medium 1Design Portfolio 390 low 2,19 € high 2Portfolio erstellen 1.900 low 0,52 € medium 2Lebenslauf 201.000 low 0,26 € medium 1

Bachelorarbeit 40.400Bachelorarbeit 22.200 low 1,96 € medium 1Bachelor Thesis 8.100 low 1,97 € medium 2Bachelorarbeit Beispiel 3.600 low 2,25 € medium 2Bachelorarbeit schreiben 1.900 low 0,93 € medium 2Abschlussarbeit 3.600 low 0,85 € medium 2Bachelorarbeitsthemen 1.000 low 2,31 € medium 2

Ausbildung 141.300Ausbildung 60.500 medium 0,81 € high 1Ausbildungsplätze 2017 40.500 high 0,50 € medium 2Berufsschule 22.200 low 1,32 € low 2Ausbildungsberufe 18.100 medium 1,13 € medium 2

Keywords

Mediengestalter / Grafikdesigner 50.080Mediengestalter 18.100 low 0,93 € high 1

mediengestalter bild und ton 4.400 low 1,17 € high 2

mediengestalter digital und print 3.600 low 1,48 € high 2

Kreative Studiengänge 880 medium 2,03 € ja 2grafikdesigner 12.100 medium 1,64 € highKommunikationsdesign 8.100 low 2,05 € high 2Ausbildung Mediengestalter 2.900 medium 1,05 € high 2

Ehrenamt 78.300Ehrenamt 6.600 medium 2,48 € high 2Freiwilligenarbeit 4.400 high 1,31 € high 1gemeinnützige Arbeit 1.000 medium 1,96 € high 2soziales Engagement 3.600 medium 2,06 € high 2fsj (freiwilliges soziales Jahr) 40.500 medium 1,54 € high 1bundesfreiwilligendienst 22.200 medium 1,71 € high 1

soziale Arbeit 47.860soziale Arbeit 9.900 low 2,03 € high 2soziales jahr 2.900 high 0,91 € high 2sozial 9.900 low 1,78 € high 2Sozialarbeiter 6.600 low 1,41 € medium 2soziale Arbeit Studium 8.100 medium 2,50 € medium 2soziale Berufe 6.600 medium 0,88 € medium 2duales studium soziale Arbeit 3.600 high 1,26 € high 2social design 260 low 1,96 € high 2

pro bono 6.600 low 2,22 € high 2

NGO 32.700ngo 27.100 low 2,46 € high 1ngo jobs 4.400 medium 1,18 € high 2ngos deutschland 720 low 1,94 € high 2ngo berlin 480 medium 1,45 € high 2

Freelancer 58.720Freelancer 27.100 medium 1,50 € high 1Freelancer jobs 2.900 high 1,19 € high 2Freiberufler 9.900 low 0,99 € medium 2Freiberufler Jobs 720 high 0,84 € medium 2Mitarbeiter 18.100 low 0,40 € medium 2

Quantitative and qualitative Keyword Research:Further landingpages to measure & optimize Paid Search efforts over time.

11 Adgroups with 80 keywords based on number of searches, competition, suggested bid and relevance for Youvo.

PLUS: the whole merch shabang! !