Transforming the lives of youth at the edge through the power of performance

in artPlayWrite’s Objectives

Build PlayWrite’s individual donor baseImprove relationships with each individual donor

Team

Jillian TodaSocial Media Strategist

Christopher PalaciosGraphic Designer / Website Design

Tony CorayContent Strategist / Copywriter

Bryan YoungProject Manager

Strategy:Develop a Content Marketing strategy to help PlayWrite communicate its mission more fully and effectively across all channels. New content will highlight the range of participants involved in PlayWrite (students, coaches, actors, staff, etc.) and how the organization has impacted their lives. These stories will help PlayWrite foster a stronger sense of community with its audience, and pull users into the newly redesigned website.

Once they are on the website there will be redesigned ways of engaging with the donor base. Enhanced sign up and more streamlined donation pages should help to foster donations in the future.

Finally a redesigned social media strategy will help to engage their Facebook audience. This will include more focused posts and hashtags, along with another source to distribute the newly created content.

Scope Of Work: -Develop Content Marketing Strategy-Refine Social Media Strategy-Redesign website to allow for rotating content and ease of use

-Make recommendations on email strategy, social media tools, and content marketing tools-Transition to Mail Chimp from Emma to ease workload

Final DeliverablesWebsite Redesign Setup location for content to reside Redesigned donation and sign up links Transition from Emma to Mail Chimp

Content Strategy Developed a plan to create and implement profiles of the PlayWrite family Provided an editorial calendar to help organize new content and promote it through email and

social media. Outlined an approach to integrate the profiles into PlayWrite’s web site, and helped develop

copy for new and redesigned pages. Provided guidelines for how to write engaging stories about the transformational nature of

PlayWrite’s work.

Social Media Strategy Created a social media strategy report with specific recommendations for content, channels and

streamlining processes Recommended brand ambassador strategy for alumni of PlayWrite’s program Compiled a resource guide of tools to aid in design, photo editing, content curation, and social

trends/hashtag campaigns

Results:Before Website Bounce Rate: Email Open Rate: 22 – 35% Open Rate (Max 35% Median 25%)Email Click Rate: 1 – 11% Click Rate (Max 11%, Median 2%)Email Contacts: 996 General (Non-Opt Out Contacts)

Donations from EmailsDonor Database

Facebook Fans: Likes- 626 March 2016

Average Reach / Like per Post