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Emnet Affework, Bryan Kay, Mi Mai, Megan Siegfried | May 7, 2012
OC WALK TO REMEMBER | < 1 > We walk for the steps our babies will never take.
OC WALK TO REMEMBER
History Founded in 2003 by Kristyn von Rotz and
Lyndsey McLaughlan.
Mission Raise money for local organizations that
support parents who have experienced
pregnancy or infant loss and provide resource
for parents and medical professionals.
OC Walk to Remember Takes place in Orange County every October
and includes a memorial service to honor and
remember the lost babies.
< 2 >
SITUATIONAL ANALYSIS
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
+ Strong support network
+ Consistent growth & expansion
+ Active on Social Media platforms
+ Niche audience
+ Lack of awareness
+ Primary source of traffic is WOM.
+ Raise awareness
+ Partnerships with larger organization
+ Expand marketing efforts to a
broader audience
+ Dependence on economic well-being
+ High quantity of nonprofits
+ Name discourages year-round
involvement
OC WALK TO REMEMBER | We walk for the steps our babies will never take.
OC WALK TO REMEMBER | < 3 > We walk for the steps our babies will never take.
TARGET MARKET
PARENTS Parents who have experienced a loss
through miscarriage, stillbirth, pregnancy
loss, or any other form of infant loss
Seeks to involve families and friends of
those affected by infant loss for the
annual 5K walk and remembrance
celebration
SOUTHERN CALIFORNIA Reaches individuals from Los Angeles
to San Diego
PARTNERSHIPS Partners with local businesses and
universities to achieve the greatest
possible reach in terms of raising awareness and donations
OC WALK TO REMEMBER | < 4 > We walk for the steps our babies will never take.
CURRENT MARKETING TACTICS
Paid Informational Brochures
Advertisements in Publications
Earned Doctor & Hospital Recommendations
Parent/Friend Referrals
Support Groups
Owned Website
Facebook Twitter
YouTube
Wordpress
96%
2%
.6%
.4%
.1%
.9%
How did you hear about the
OC Walk To Remember?
Number of votes: 6,315
The Hospital Ads
Other
Relative
Online Support
Group
OC WALK TO REMEMBER | < 5 > We walk for the steps our babies will never take.
RECOMMENDATIONS
Increasing Online Traffic QR codes on brochures
Place link on corporate sponsors' websites
More "retweet" and "share" posts on Twitter and Facebook
Improving/Building Relationships Online Help page allowing users to ask open-ended questions and receive prompt answers
+ site-to-user communication
Online Forum and Guest Bloggers (user-to-user communication)
+ "real people" sharing "real experiences"
Thank supporters in a timely manner through social media platforms
+ Important for organization to show that they are grateful for donations & volunteers
+ Creates supporter loyalty to the organization
OC WALK TO REMEMBER | < 6 > We walk for the steps our babies will never take.
RECOMMENDATIONS
Positioning Strategy Name of organization implies it is a one day
a year charity event.
+ Change this perception by
implementing a monthly donation
plan button on donation page.
+ Online merchandise store to
promote sales year-round.
Pinterest Increasing popularity of Pinterest
Add relevant photos and inspirational quotes
Honest Company Connect with Jessica Alba’s company
OC WALK TO REMEMBER | < 7> We walk for the steps our babies will never take.
RECOMMENDATIONS
Search Engine Optimization “Infant loss” or “miscarriage resources” | not found in SERP
“Infant loss Orange County” | 5th result to page in 2009 walk
Suggestions Share link on corporate sponsors’ page
+ Quid-pro-quo
More relevant domain name
Use relevant keywords on page more often
+ Matt Cutts suggests keywords should
be 3-5% of total text
Name images/videos using “Alt tags”
XML Site map for page
+ Google can discover more pages
OC WALK TO REMEMBER | < 8 > We walk for the steps our babies will never take.
IMPLEMENTATION RESULTS
Blogger Guest blogger from Grieving Dads Project
Honest Company Currently working to get listed by
The Honest Company
Infographic Visualize data for the cause
QR Code Integrated into collateral materials
Online Forum “Memorial” for lost children
Pinterest Started in April 2012
Average 27 followers per board
OC WALK TO REMEMBER | < 9 > We walk for the steps our babies will never take.
IMPLEMENTATION RESULTS
OC WALK TO REMEMBER | < 10 > We walk for the steps our babies will never take.
IMPLEMENTATION & RESULTS
OC WALK TO REMEMBER | < 11 > We walk for the steps our babies will never take.
CONCLUSION