Category Archives: Strategy

SEO Planning for Our Beginning Completed

As the new website for Our Beginning is being designed, I decided to do a competitive analysis of daycare centers around Seattle.  I evaluated the look and feel of their sites as well as their evident SEO strategy.

Surprisingly, or perhaps not so, after evaluating 30 sites, most have little to no SEO backbones.  This is great news for my client!  With a little spit and polish (and time), we will have their website firmly established as the number 1 Google results.

DopDay Marketing launches Facebook Ads for UW BEDC

Since 1999, the UW BEDC has sponsored the Minority Business of the Year award (see past winners here).  There has been very little external marketing for the event.  This year, they agreed to attempt to increase the applicant pool through a small ad buy on Facebook.

The ads were targeted to the Western Washington region – extending from Vancouver to Bellingham – and ran for a week.

DopDay Marketing creates Content Strategy for UW BEDC

After reviewing 2 years email and newsletters sent by the UW BEDC to their donors, DopDay Marketing identified some easy fixes to improve overall channel performance.

  • The use of “Newsletter” in their subject line led to a 10% drop in open rates of their emails.
  • Emails with fewer than 5 articles saw click through rates drop by 20% or greater.
  • 75% of the call-to-action in the email was “READ MORE”
  • Of the 3 unique audiences, the content was not distributed in a consistent or coherent manner.

The UW BEDC has begun testing alternate subject lines to find the right combination to keep their open rates high.  DopDay Marketing is working with them to develop a content calendar that will help provide a higher level view of the content by month.  The calendar will help ensure that messages are being delivered to each audience, that the CTAs are varied and that each of their programs are getting the appropriate attention.  We also included a social media check sheet to make it easier to keep track of messaging that is distributed in other channels.

Dopday Marketing begins working with Our Beginnings Childcare and Early Education Center

Our Beginnings Childcare and Early Learning Center opened their doors in 2010 in the Fremont neighborhood in Seattle.  They have a Reggio Emilia inspired philosophy for the students but have struggled to figure out how to grow a community both of the parents of the children enrolled their as well as with the neighborhood around them.

DopDay Marketing will help they figure out how to build a deeper connection with their targeted communities and project manage the overhaul of their website.

Dopday Marketing improves response rates by 8% for UW BEDC

The UW BEDC asked for help from Dopday Marketing help building a small dollar donar strategy using avenues such as social media and email to engage with their community.

Any good marketing campaign begins with data.  After analyzing 4 of their UW BEDC donor databases, Dopday Marketing identified some opportunities to improve their fundraising efforts by improving email.

Recent donors were not being added to their distribution list and alumni connected to the UW BEDC were donating to the UW, just not to the UW BEDC.  Dopday Marketing recommended improving the process to get recent donors on the email list immediately; featuring donors in social media with a public “Thank You!”; and improving message specificity to ensure affiliated alumni send some of their donor dollars toward the UW BEDC.

The UW BEDC began adding the recent donors to the email list – which grew the list by 7%.  Additionally, response rates improved by 8% month over month.

Next Steps: Dopday Marketing will be analyzing the email channel to find ways to improve response rates.

About the UW BEDC

Since 1995, the Business and Economic Development Center at the University of Washington Michael G. Foster School of Business has engaged students in learning experiences that bolster the competitiveness of hundreds of minority-owned, women-owned and other small businesses. A win for students. A win for the economy. The results? More than $85 million in new revenue generated and more than 6,000 jobs created and retained across Washington state.

Dopday Marketing begins working with the UW Business and Economic Development Center

Dopday Marketing begins a partnership with the University of Washington’s Business and Economic Development Center (UW BEDC).

The UW BEDC had a banner year for donations in 2011 and wants to repeat their success in 2012 but is not sure how.  Their need help building a small dollar donor strategy using avenues such as social media and email to engage with their community.

About the UW BEDC

Since 1995, the Business and Economic Development Center at the University of Washington Michael G. Foster School of Business has engaged students in learning experiences that bolster the competitiveness of hundreds of minority-owned, women-owned and other small businesses. A win for students. A win for the economy. The results? More than $85 million in new revenue generated and more than 6,000 jobs created and retained across Washington state.