JP Morgan Chase

Project

Search Engine Marketing Plan

Black Male Achievement

By Jessica W.

Director of Communications

Posted Jan 13, 2016

This project is

In Progress

Matched with:

Zachary Z.

This project will save us $6,000, allowing us to attract over 500 qualified applicants.

What We Need

  • An overall Search Engine Marketing (SEM) plan that includes goals and actionable strategies for improving rankings of Organization’s website or blog. This may include:
  • Recommendations for Search Engine Optimization (SEO) tactics such as link-building campaigns, improvements to website or blog’s architecture, keywords to target within content, as well as proper naming of titles, meta information and images
  • Recommendations for implementing paid advertising efforts such as Pay Per Click (PPC)* campaign of Organization’s choice and advice on how to determine optimal spending on ads
  • Training on how to evaluate performance of SEM strategy, as well as how to measure key site metrics

  • Note: Google AdWords is one kind of PPC tool.

How This Will Help

TNTP is launching a new fellowship focused, in year one, on improving achievement for black and Latino males. Fellows will spend a year with TNTP advancing independent projects on this theme, which could potentially be scaled to school systems nationwide. We hope to attract a broad range of potential Fellows from a variety of sectors. We’re particularly interested in using internet outreach to attract candidates whose voices are underrepresented in education reform, including people from the communities we serve.

What We Have In Place

We currently have a website and a social media strategy which should make it easy for you to get started. We also have a team of communications staff and the ability to provide any other information you need.

Fun Fact

We are dreamers who set benchmarks. We never quit asking questions. Our people are talented in and beyond their jobs.

  • Location: Remote (work anywhere)

Project Steps

  • Prep: Project goals, timeline, and process established and initial information distributed
    • Volunteer Manager outlines any current SEM activities/strategies, including use of search keywords, SEO tactics, PPC ads, website or blog content strategies
    • Volunteer Manager shares any existing materials relating to SEM
    • Professional meets with the Volunteer Manager for a brainstorming and overview session to discuss goals, online assets, and existing activities/materials
    • Professional and Volunteer Manager outline next steps and timeline for the project
  • Milestone 1: First draft of SEM Plan reviewed by Volunteer Manager and feedback provided
    • Professional assesses current site traffic, search rankings, content and architecture
    • Professional creates a first draft of the SEM Plan and shares it with the Volunteer Manager
    • Volunteer Manager reviews draft and provides feedback to the Professional
  • Milestone 2: Finalized SEM Plan delivered to the Volunteer Manager
    • Professional incorporates Volunteer Manager’s feedback and creates a final draft of the SEM Plan
    • Professional delivers final document to the Volunteer Manager and provides recommendations for implementation, based on staff capacity and budget
  • Milestone 3: Volunteer Manager is fully trained to monitor performance of SEM Plan
    • Professional trains Volunteer Manager on how to evaluate performance of SEM Plan and measure key site metrics with Google Analytics or a comparable online statistics resource
    • Professional and Volunteer Manager meet 1 month after implementation to assess how SEM Plan is performing and any tweaks that should be made
Prerequisites for Professional
  • Experience in digital marketing and in-depth knowledge of SEM techniques, including SEO and PPC advertising
  • Ability to implement and track an SEM Plan, as well as educate a user to track it themselves
  • Proficiency with Google Ad Words and Google Analytics
Prerequisites for Organization
  • Clear goals for your SEM efforts
  • Functional website or blog
  • Site administrator who can implement actionable items in SEM Plan
  • Existing Google Analytics account or a comparable online statistics resource, with trained staff to monitor site traffic statistics after SEM is implemented
  • An active Google AdWords account or budget earmarked for paid search advertising (if used).
    NOTE: Google Ad Grants provides qualifying 501(c)(3)nonprofits with $10,000 per month in in-kind AdWords advertising. To take advantage of this project for using a Google Ad Grants account, your Organization should already have received the grant in advance.
  • Staff to devote time to continuing Google AdWords strategy (if used)

Our Mission

Founded in 1997, TNTP is a national nonprofit dedicated to ending the injustice of educational inequity. TNTP works with schools, districts and states to provide excellent teachers to the students who need them most and advance policies and practices that ensure effective teaching in every classroom.

What We Do

TNTP believes that three pieces are essential for improving student learning: excellent teaching, rigorous academics, and a supportive environment that promotes student success. We believe that well-informed and actively engaged families and communities are an essential factor in creating those environments.

  • tntp.org
  • City: Brooklyn, NY, USA
  • Staff Size: More than 50
  • Org age : 10-25 Years
Black Male Achievement Education