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First, we created two separate surveys, taking responses from over 1000 individuals at Arizona State University. These surveys focused on building trust in nonprofits, preferred marketing strategies as a consumer, and general awareness for various social issues that affect local and national nonprofits. Second, we conducted professional interviews with marketing leaders at nonprofits. These ranged from smaller, local nonprofits to nonprofits that operate on a national level. Their missions were all geared toward different causes, meaning they offered a diverse set of skills and advice on nonprofit marketing.
After obtaining this data, we created a guide for nonprofit marketing. Because there is a lack of information available on building marketing techniques in the nonprofit sector, we aimed to create a general guideline that could be applied to a variety of nonprofits and develop their marketing strategy. This includes details on how to create an executive summary, conduct a SWOT analysis, and the different strategies a nonprofit organization should implement.
Further, to test this marketing plan, we partnered with a local nonprofit in Arizona, Million Dollar Teacher Project. Million Dollar Teacher Project is a relatively new nonprofit, and focuses on educational inequality in Arizona. After looking over all our research and the nonprofit marketing guide, we were able to develop a plan for increasing engagement, awareness, and trust for Million Dollar Teacher Project. We pinpointed areas of improvement, such as social media, ambassador programs, email marketing, and follow up strategy.
The nonprofit marketing plan, our survey results, interview transcripts, as well as our marketing plan for Million Dollar Teacher Project can be found below.
First, we created two separate surveys, taking responses from over 1000 individuals at Arizona State University. These surveys focused on building trust in nonprofits, preferred marketing strategies as a consumer, and general awareness for various social issues that affect local and national nonprofits. Second, we conducted professional interviews with marketing leaders at nonprofits. These ranged from smaller, local nonprofits to nonprofits that operate on a national level. Their missions were all geared toward different causes, meaning they offered a diverse set of skills and advice on nonprofit marketing.
After obtaining this data, we created a guide for nonprofit marketing. Because there is a lack of information available on building marketing techniques in the nonprofit sector, we aimed to create a general guideline that could be applied to a variety of nonprofits and develop their marketing strategy. This includes details on how to create an executive summary, conduct a SWOT analysis, and the different strategies a nonprofit organization should implement.
Further, to test this marketing plan, we partnered with a local nonprofit in Arizona, Million Dollar Teacher Project. Million Dollar Teacher Project is a relatively new nonprofit, and focuses on educational inequality in Arizona. After looking over all our research and the nonprofit marketing guide, we were able to develop a plan for increasing engagement, awareness, and trust for Million Dollar Teacher Project. We pinpointed areas of improvement, such as social media, ambassador programs, email marketing, and follow up strategy.
The nonprofit marketing plan, our survey results, interview transcripts, as well as our marketing plan for Million Dollar Teacher Project can be found below.
For my Barrett Honors Creative Project, I created a guide titled, Digital Marketing and Social Media Branding Guide for Newly Established and Growing Pediatric Therapy Companies in 2022. I created this guide as I have noticed a lack of knowledge regarding social media and digital marketing within pediatric therapy companies due to a lack of resources. As a Social Media Specialist for a small pediatric therapy company, I know that pediatric therapy companies that are new or rather small can benefit from a visual, research, and example-based guide so they can succeed on various digital marketing platforms. The purpose of my guide is to assist owners and marketing professionals within the pediatric therapy industry who are starting their journey or need a little extra help with marketing by helping them set and attain their marketing goals and develop strategies, tips, and tools that can support them in their marketing efforts. My guide will have everything they need to know - right at their fingertips. In order to create this guide, I obtained secondary research from various online sources and guides to identify the industry background and supporting information for the guide, analyzed it, and derived common facts, themes, tips, and advice. Second, I conducted primary research by surveying 365 marketing students at Arizona State University through Qualtrics and analyzed that research. The purpose of this survey was to discover how familiar respondents are with pediatric therapy, services, companies, as well as their social media usage, types of content they would interact with, and to see if they would follow a pediatric therapy company. Third, I created my 57-page digital guide via Canva.com using the information I found through my secondary and primary research. The guide has a total of six sections: Section 1) Starting Steps, Section 2) Social Media, Section 3) Digital Marketing, Section 4) Management Tools, Section 5) Advertising, and Section 6) Final Tips. This paper component explains the pediatric therapy industry, my reasoning and methodology for creating the guide, the information that is in the guide, recommendations, and next steps.
For my Barrett Honors Creative Project, I created a guide titled, Digital Marketing and Social Media Branding Guide for Newly Established and Growing Pediatric Therapy Companies in 2022. I created this guide as I have noticed a lack of knowledge regarding social media and digital marketing within pediatric therapy companies due to a lack of resources. As a Social Media Specialist for a small pediatric therapy company, I know that pediatric therapy companies that are new or rather small can benefit from a visual, research, and example-based guide so they can succeed on various digital marketing platforms. The purpose of my guide is to assist owners and marketing professionals within the pediatric therapy industry who are starting their journey or need a little extra help with marketing by helping them set and attain their marketing goals and develop strategies, tips, and tools that can support them in their marketing efforts. My guide will have everything they need to know - right at their fingertips. In order to create this guide, I obtained secondary research from various online sources and guides to identify the industry background and supporting information for the guide, analyzed it, and derived common facts, themes, tips, and advice. Second, I conducted primary research by surveying 365 marketing students at Arizona State University through Qualtrics and analyzed that research. The purpose of this survey was to discover how familiar respondents are with pediatric therapy, services, companies, as well as their social media usage, types of content they would interact with, and to see if they would follow a pediatric therapy company. Third, I created my 57-page digital guide via Canva.com using the information I found through my secondary and primary research. The guide has a total of six sections: Section 1) Starting Steps, Section 2) Social Media, Section 3) Digital Marketing, Section 4) Management Tools, Section 5) Advertising, and Section 6) Final Tips. This paper component explains the pediatric therapy industry, my reasoning and methodology for creating the guide, the information that is in the guide, recommendations, and next steps.