AmeriCorps VISTA: Digital Marketing and Communications VISTA

Goal of the Project: 

The Digital Marketing and Communications VISTA will develop the systems and tools needed for sustainable and effective digital marketing and communications, leading to attracting new donors and partners and retaining current donors and partners. The project will consist of conducting research and developing the systems and procedures for sustainable practices in the following areas: digital marketing, SEO, and communications data tracking and interpretation. We believe that as a result of the VISTA’s work, Wyman will be stronger due to a larger and more sustainable audience (which includes donors and partners). Sustainable and more effective digital marketing and communications will allow Wyman to attract new donors and partners, while continuing to engage current donors and partners. This increased capacity will allow Wyman to sustain and strengthen its programmatic offerings and support young people to positive outcomes that give them a better chance of breaking the cycle of poverty for years to come.

Objective #1 of the Assignment:

The VISTA member will conduct the research needed to determine what digital marketing strategies will be most effective for Wyman. VISTA member will then develop the systems and tools needed to launch those strategies and ensure they are sustainable.

Activities:

1. Conduct research into effective digital marketing strategies including, but not limited to, Google Ads for nonprofits and social media advertising.
2. Based on research, determine which tools and strategies Wyman should be using and present those findings to the Donor Engagement & Communications team.
3. Learn how to effectively use each tool and strategy. This could include additional research, participating in trainings, identifying audiences, and identifying keywords.
4. Set up the systems and develop a procedural guide.
5. Begin implementation.
6. Train Director of Communications and other staff on policies and procedures.

Objective #2 of the Assignment:

The VISTA member will conduct the research needed to determine SEO best practices and strategies for organizations similar to Wyman and determine what strategies and keywords will be most effective for Wyman. VISTA member will then develop the systems and tools needed to launch those strategies and ensure they are sustainable.

Activities:

1. Conduct research on SEO best practices and strategies.
2. Based on external research as well as research into Wyman’s mission and messaging, determine keywords that would be most effective.
3. Review the Wyman website and determine where and how keywords can be integrated in an effective way.
4. Set up the systems and develop a procedural guide.
5. Begin implementation.
6. Train Director of Communications and other staff on policies and procedures.

Objective #3 of the Assignment:

The VISTA member will conduct the research needed to determine which digital marketing and communications data indicators should be tracked by Wyman. VISTA member will then develop the procedures and tools needed to create an effective and sustainable data tracking and monitoring system, which will allow Wyman to adapt approaches and messages in real time to better attract new donors and partners and retain current donors and partners.

Activities:

1. Determine which data indicators are most important to track across social media, email, website, etc.
2. Develop a communications data tracking and monitoring system
3. Train Director of Communications and other staff on policies and procedures