S ECTION 1: R ESEARCH Background, SWOT Analysis, Situation
Analysis, Core Opportunity
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B ACKGROUND Who: Mayor Bill White What: Houston Public Library
Foundation (HPLF) When: 2006 Why: To financially assist and
advocate for the Houston Public Library (HPL) and all of its
affiliates.
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SWOT A NALYSIS Strengths Improves quality of life through
education Positive track record Successful campaigns Socially
responsible Weaknesses Confusion about the organization Small
number of staff and volunteers Tight budget Low awareness of
organization
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SWOT A NALYSIS Opportunities Increase HPL funds through
donations Increase awareness Clarity about HPLF Engage its board
and potential donors Threats Decreased budget Economic state Other
non-profits Difficulty to remain current
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S ITUATION A NALYSIS HPLF is seeking to raise funds
Differentiate between HPLF and HPL Budget Reduction Increase
donations, volunteers and corporate sponsors
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C ORE O PPORTUNITY Launch separate website from HPL Increase
awareness about both entities Separates the two organizations
Should be: Easy to find and navigate Concise
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S ECTION 2: A CTION P LANNING Goal, Objectives, Key Publics,
Messages, Strategies, Tactics, Calendar and Budget
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G OAL Through its website, HPLF strives to disseminate
information and raise awareness about the foundation and the
programs it supports at HPL to receive donations, partners and
volunteers.
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O BJECTIVES Objective 1 Audience: HPLF donors Outcome: Receive
donations through the website $ or #: $5,000 Timeframe: Site goes
live to six months afterward
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O BJECTIVES Objective 2 Audience: Search engine users Outcome:
Appear on search engines when optimized terms are used $ or #:
First page Timeframe: Site goes live to six months afterward
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O BJECTIVES Objective 3 Audience: Internet users Outcome:
Receive visits to the website $ or #: 400 Timeframe: Site goes live
to one month later
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O BJECTIVES Objective 4 Audience: HPLF website viewers Outcome:
Receive a low bounce rate $ or #: 30% Timeframe: Site goes live to
one month later
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K EY P UBLICS Houston-area internet users who favor technology
All internet users in the Houston area Potential and Existing:
Donors, Corporate Sponsors, Library Members, Interns, Volunteers
and Board Members
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M ESSAGES Supports the libraries by raising awareness and
generating funding through donations and corporate sponsors Through
donations generated by the foundation, the libraries are able to
continue offering their resources and services to the community at
no cost. Allows the libraries to go beyond the basic functions of a
library, including classes, activities and community
involvement.
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S TRATEGIES & T ACTICS Strategy 1 Tactic: Integrate social
media Option 1: Facebook and Twitter logos
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S TRATEGIES & T ACTICS Strategy 1 Tactic: Integrate social
media Option 2: Option to share after making donation
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S TRATEGIES & T ACTICS Strategy 1 Tactic: Integrate social
media Option 3: Include live feed of tweets and wall posts Twitter
Facebook
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S TRATEGIES & T ACTICS Strategy 2 Tactic: Add relevant
words to site content and coding
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S TRATEGIES & T ACTICS Strategy 2 Tactic: Add relevant
words to site content and coding Content 1-2 for each page First
and last paragraphs and sentences Coding Meta Title Meta Name
Description Meta Name Keywords
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S TRATEGIES & T ACTICS Strategy 3 Tactic: Clear mission
statement, logo and slogan (We breathe life into the
libraries)
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S TRATEGIES & T ACTICS Strategy 4 Tactic: Create Stories
tab; drop down box with Board, Library Members, Donors,
Volunteers
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S TRATEGIES & T ACTICS Strategy 4 Tactic: Donors/volunteers
testimonials Tactic: Library members testimonials Tactic: Board
member testimonials/messages
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S TRATEGIES & T ACTICS Strategy 4 Tactic: Include DONATE
button on HPLs website linking to HPLFs website
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S TRATEGIES & T ACTICS Strategy 5 Tactic: Regularly update
testimonials, create a bimonthly video testimonial and create
testimonial submission form
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S TRATEGIES & T ACTICS Strategy 6 Tactic: Remove Members
tab and add Partnerships
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S TRATEGIES & T ACTICS Strategy 6 Tactic: Under About Us
tab, add an Internships and Volunteers drop down box
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C ALENDAR
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B UDGET
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S ECTION 3: C OMMUNICATIONS C ONFIRMATION Communication
Confirmation
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S ECTION 4: E VALUATION Evaluation Criteria & Tools
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E VALUATION C RITERIA & T OOLS Criteria: Received $5,000 in
donations Tool: Track donation receipts Criteria: Appeared on the
first page of major search engines Tool: Monitor and test search
engine optimization Criteria: Received 400 site visits Tool:
Evaluate site analytics Criteria: Received bounce rate of 30
percent or less Tool: Evaluate site analytics