HPLF Final Presentation - Sarah Minette Kelly

nostrilshumorousInternet and Web Development

Nov 18, 2013 (3 years and 4 months ago)

57 views

S
ECTION

1: R
ESEARCH

Background, SWOT Analysis, Situation Analysis,
Core Opportunity

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.



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





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


S
ITUATION

A
NALYSIS


HPLF is seeking to raise funds


Differentiate between HPLF and HPL


Budget Reduction


Increase donations, volunteers and corporate
sponsors


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

S
ECTION

2: A
CTION

P
LANNING

Goal, Objectives, Key Publics, Messages, Strategies,
Tactics, Calendar and Budget

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.

O
BJECTIVES

Objective 1


Audience: HPLF donors


Outcome: Receive donations through the website


$ or #: $5,000


Timeframe: Site goes live to six months
afterward

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


O
BJECTIVES

Objective 3


Audience: Internet users


Outcome: Receive visits to the website


$ or #: 400


Timeframe: Site goes live to one month later

O
BJECTIVES

Objective 4


Audience: HPLF website viewers


Outcome: Receive a low bounce rate


$ or #: 30%


Timeframe: Site goes live to one month later


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

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.

S
TRATEGIES

& T
ACTICS

Strategy 1


Tactic: Integrate social media


Option 1: Facebook and Twitter logos


S
TRATEGIES

& T
ACTICS

Strategy 1


Tactic: Integrate social media


Option 2: Option to share after making donation


S
TRATEGIES

& T
ACTICS

Strategy 1


Tactic: Integrate social media


Option 3: Include live feed of tweets and wall posts


Twitter




Facebook


S
TRATEGIES

& T
ACTICS

Strategy 2


Tactic: Add relevant words to site content and
coding


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




S
TRATEGIES

& T
ACTICS

Strategy 3


Tactic: Clear mission statement, logo and


slogan (“We breathe life into the




libraries”)

S
TRATEGIES

& T
ACTICS

Strategy 4


Tactic: Create Stories tab; drop down box with
Board, Library Members, Donors, Volunteers



S
TRATEGIES

& T
ACTICS

Strategy 4


Tactic: Donors/volunteers testimonials


Tactic: Library members testimonials


Tactic: Board member testimonials/messages


S
TRATEGIES

& T
ACTICS

Strategy 4


Tactic: Include DONATE button on HPL’s
website linking to HPLF’s website



S
TRATEGIES

& T
ACTICS

Strategy 5


Tactic: Regularly update testimonials, create a
bimonthly video testimonial and create
testimonial submission form



S
TRATEGIES

& T
ACTICS

Strategy 6


Tactic: Remove “Members” tab and add
“Partnerships”


S
TRATEGIES

& T
ACTICS

Strategy 6


Tactic: Under “About Us” tab, add an
“Internships” and “Volunteers” drop down box


C
ALENDAR

C
ALENDAR

B
UDGET


B
UDGET


S
ECTION

3: C
OMMUNICATIONS

C
ONFIRMATION

Communication Confirmation

S
ECTION

4: E
VALUATION

Evaluation Criteria & Tools

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