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The Surviving 6

Agenda

Introduction to Asante Africa Marketing Research Process Analysis and Recommendations


Social Media eNewsletter Website Partnership Opportunities Marketing Plan

Summary Q&A
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Introduction to Asante Africa

What is the Asante Africa Foundation?


Nonprofit, charitable organization based in Oakland, CA, dedicated to providing quality education to East Africa students Established in 2006 by three women:
Erna Grasz (U.S.) Emmy Moshi (Tanzania) Hellen Nkuraiya (Kenya)

What is their vision and mission?


education empowers children to make informed decisions, to turn dreams into reality, to reduce their families struggle, and to facilitate the process of their communities becoming self-sustaining

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Introduction to Asante Africa

Create safe and healthy learning environments Strengthen teaching quality and enhance learning in schools Provide education through merit-based scholarships

90% of donations support in-country programs in Kenya and Tanzania Volunteer-based

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Marketing Research Process

Define the Problem & Research Objectives Develop the Research Plan

Will improved communications allow Asante Africa to enhance awareness and funding opportunities?
Awareness Reach Audience Quality

Collect the Information

Analyze the Information

Present the Findings

Make the Decision


Source: Kotler. P & Keller K. (2012). A framework for Marketing Management. (5th Ed., Pg. 37). New Jersey, NY: Prentice Hall.

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Marketing Research Process

Define the Problem & Research Objectives Develop the Research Plan

Research Objectives
Determine if Asante Africa website receives consistent, or improving, monthly visitation What is the eNewsletters click to read percentage? Is Asante Africa actively engaging social media followers? Does Asante Africa partner with other organizations?

Collect the Information

Analyze the Information

Present the Findings

Make the Decision

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Marketing Research Process


Communication with Asante Africa staff and board members Jessicas insight through her volunteering
Collect the Information

Define the Problem & Research Objectives Develop the Research Plan

Review of Google Analytics reports Review of Crowdbooster reports

Analyze the Information

Content and design review Review marketing materials of similar

Present the Findings

organizations Communication with GeoEx

Make the Decision

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Marketing Research Process

Define the Problem & Research Objectives Develop the Research Plan

Social Media eNewsletter Website Partnership Opportunities

Collect the Information

Marketing Plan

Analyze the Information

Present the Findings

Make the Decision

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Social Media

Polish up Social Brand


While they have an active website and blog, their social media brand lacks consistency with their overall company mission Social network presence should support the corporate brand Everything that is said online needs to be a positive reinforcement of that brand's promise

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Social Media

Develop Content Plan


Asante Africa is limiting themselves by only focusing on education Relevant content and conversation is vital in engaging and inspiring an audience Many other variables are involved in providing (or hindering) education to children
Political unrest, lack of natural resources, health issues, high crime rates, poverty, child sex-trafficking, civil wars news and stories that are emotional and political hot buttons

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Social Media

Become a Thought Leader


In the beginning, Asante Africa's postings consisted of reposting their own blog stories, or pushing other writers' links through the newsfeed Asante Africa needs to establish authority, as they have extensive knowledge about their industry

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Social Media

Follow Influential Nonprofit Organizations and Individuals


Lets them know that Asante Africa exists and is there to serve as support, as well as, possible partnership opportunities Researching and following influential people in different industries greatly assists in attracting followers
Tap into their follower base

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Social Media
Adoption

Engagement

bookmarking, tagging, adding to groups

(low engagement)

(highest engagement)

Social

Adding followers Networking Fan Communities

Attention Reputation Interaction


Content Creation

(medium engagement) Rating Voting Commenting Endorsing

Collaborative Filtering

(high engagement) Blogging, fan communities, Podcasting.

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Social Media

Engagement cont.
Social Media is not only about gaining a following, but maintaining that following through genuine interaction and connection with others.
Engaging with followers and second degree connections is imperative to keeping Asante Africa on everyones mind Influencing others to talk about the organization

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Social Media

Social Media Directories and Twitter Lists


Lists are a useful tool in connecting with other individuals and companies in similar industries. We identified these lists to be most effective at finding the best potential followers
http://listorious.com/tags/charity http://www.twibes.com/directory/twitter-list http://listatlas.com/

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Social Media

Data and Insights


Analytics is key in understanding the effects of the changes we put in place. Data that shows us fluctuations in follower growth and level of engagement. The techniques and strategies implemented, have significantly increased not only the number of followers, but engagement and interaction.

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Social Media

In less than two months, our strategies grew Asante Africa Twitter followers from 112 to 5,342. The combination of retweets and mentions providing a potential reach of over 4 million people and organizations.

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Social Media

Future Strategies for Growth


Google+
Google+ increases exposure based on follower setup.
Rather than adding one person or organization at a time, Google+ allows you to add yourself to circles. These circles can consist of 100 people or a million people Potential is huge. Ranked high in search engines and makes organizations and individuals very easy to find.

RSS (Really Simple Syndication)


Obtain higher search engine rankings (SEO) RSS feeds give you 100% delivery rate, not possible with email

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Social Media

Wikipedia
Description of Foundation could increase web traffic and is a useful tool for managing reputation and credibility.

slideshare
Asante Africa should have a corporate PPT template and a corporate overview presentation of who they are and what they do.

LinkedIn
Would enable Asante Africa to take advantage of news postings and groups, and provide a platform for recruiting of talent and volunteers.

Blogger
Moving blogs from website to blogger broader reach and removes ongoing maintenance Enables blog reading from mobile devices
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Website Existing Sitemap

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Website Proposed Sitemap

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Website Existing Design

No focus Cluttered Excessive scrolling Not tablet friendly Too many pages
And too much information!

Doesnt leverage Social Media Doesnt leverage print (PDF) or video Looks unprofessional

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Website Redesign
Focused
Fewer menu options Primary banner displays important news, including video Second tiered elements focus on program, about, and donation allocation News ticker

Tablet friendly Leverages investment in Social Media Consistent elements


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Website Redesign

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Website Redesign

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eNewsletter Existing Design

Ad-hoc schedule Implementation Issues


Forms

Numerous Designs
No focus Too much information Excessive scrolling Not tablet friendly

Website issues & metrics

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eNewsletter Redesign

Focused Custom template design Associated forms Scheduled for monthly release Promotes Social Media networks Tablet friendly Metrics for tracking

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Partnership Opportunities

Impact

Tr a v e l

Experience

Vo l u n t e e r

Contribute

Help

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Partnership Opportunities

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Partnership Opportunities

Responsible Travel Guide: Walking the Talk Africa Giving Back Guide

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Marketing Plan

Create Style Guide detailing brand elements Redesign website, eNewsletter, and collateral
Based on Style Guide for consistent L&F

Expand on Social Media networks Launch Direct Mail campaign


Introduce Asante to a Friend includes a personal letter from Asante Africa president and (3) trifold brochures

Develop Campaign Funding Tools for 3rd party fund raising Expand on Partnership Opportunities Launch a Corporate Sponsorship campaign to attract corporate donations
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Summary

Defined the scope and framework of our research Analyzed current marketing channels Made design, content and organizational suggestions that focus on creating awareness Metrics to measure success Communicate recommendations to Asante Africa

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Questions?