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Search Engine Marketing Plan

Help Dana Tai Soon Burgess Dance Company create a plan to optimize how their website appears in search results, or with an advertising campaign.
Dana Tai Soon Burgess Dance Company
Washington, DC, USA
Dana Tai Soon Burgess Dance Company
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Dana Tai Soon Burgess Dance Company
Washington, DC, USA

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Cause
Arts & culture
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Digital marketing Search engine marketing

Posted June 21st

Search Engine Marketing Plan

Project details

What we need
  • 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 a paid advertising campaign of Organization’s choice, such as Pay Per Click (PPC), 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
What we have in place
  • We currently have a website, which should make it easy for you to get started. We also have google analytics, and the ability to provide any other information you need.
How this will help
This project will save us $7,098 , allowing us to pay a dancer's salary

We would like to drive more traffic to the site without having to pay for ad campaigns. We are interested in meta tags especially.

Project plan

P
Prep: Align on Goals & Share Information
  • 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
1
Milestone 1: Assess Current State & Review Plan
  • 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
2
Milestone 2: Deliver Final SEM Plan
  • 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
3
Milestone 3: Training
  • 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
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About the org

Dana Tai Soon Burgess Dance Company
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Cause
Arts & culture
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Dana Tai Soon B.

Founding Artistic Director

Our mission

Our mission is to perform original modern dance choreographies that focus on our shared human experiences in the context of historical events and personal stories, illuminating and engaging the community through performance, museum collaborations, touring, and educational programming.

What we do

We are the first ever resident dance company of the Smithsonian. We are based at the National Portrait Gallery where we perform free dance concerts that illuminate the diversity of America.

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