lone starparalysis fr_in-ppt-to-access-on-web

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Michael Hylton Workforce and Leadership Studies OCED 4361 Barbara WilsonSpring 2013 – InternshipMay 01, 2013

LoneStar Paralysis

Foundation

Internship FINAL REPORT

(product 4)

—SLIDE OVERVIEW---

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PurposeDeliver increased awareness and active participation in Lone Star Paralysis Foundation.***Provide quantitative data on effectiveness of advertising approaches measured during a six consecutive-week period between February 11-April 26, 2013. ProceduresIntern creates two A/B version targeted online advertisements; one ad using Direct Persuasion Approach, one Ad using Indirect Persuasion, to reach organization’s desired target-market. *** Primary split-test, compares efficacy of persuasion methods. Secondary A/B split-test measures effect of color-schemes (Creating four ads in Total). Six weekly analytical reports show effectiveness of respective ads, as determined by impression statistics, click/click-thru-rates, conversions (into ticket purchases / donations / newsletter sign-ups) and average-cost-per-click. SignificanceOrganization’s target-market exposure gains measurable increase in community awareness. Receives real-world test evidence indicating most effective advertising approach (Direct v. Indirect and preferred ad color scheme) yielding maximum results. Final campaign report serves as comparison benchmark against previous and future advertising efforts.Student gains valuable insights into operational mechanisms of nonprofit organization, with particular knowledge of implementing advertising and awareness campaign. Student learns most effective advertising method for similar services. *** (see PROJECT ADJUSTMENT)

LoneStar Paralysis FoundationInternship Quick Overview

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ObjectivesTo address the potentially decreasing involvement of the maturing supporter base, the cooperative education student intern will work with the internship site supervisor to accomplish the following specific objectives:

1. Create a (1) Lone Star Paralysis Foundation GMAIL account, (2) Achieve Google Site Verification for www.LoneStarParalysis.org, (3) Establish a Google Adwords Account, (4) Identify 3-12 target-rich keywords for ad testing, and (5) Procure a Minimum of $50 Free Advertising Credit for Lone Star Paralysis Foundation. ***

2. Establish an Awareness & Engagement (A&E) Campaign in Google AdWords and Create two Targeted advertisements; one Ad using the Direct Persuasion Approach and one Ad using the Indirect Method of Persuasion. Execute a concurrent, secondary, A/B split-testing on color-scheme effectiveness. FOUR ads in Total. ***

3. Provide six thorough weekly reports measuring efficacy of respective ads usingimpression statistics, click and click-thru-rates, conversions (into ticket purchasedonation/newsletter sign-up) and average-cost-per-click. Create a “Cheat Sheet” on themetrics I will track and provide to Lone Star Paralysis Foundation leadership so we candiscuss the meaning behind the numbers, their implications and future strategies. ***

4. Deliver three Professional Quality Printed, hard copy outcome binders and web-accessible, comprehensive reports detailing the overall results of the targeted Awareness and Engagement Google AdWords Campaign. *** (see PROJECT ADJUSTMENT slide #16)

LoneStar Paralysis FoundationInternship Quick Overview

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LoneStar Paralysis FoundationInternship Products

Objective One – 1 (Google Account Set-Up)

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Objective One – 2 (Site Verification)

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Objective One – 3 (establish AdWords Account)

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Objective One – 4 (Identify Target-Rich Keywords)

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KEYWORD IDEAS generated after speaking with Mike Haynes and doing some additional ResearchSome Keyword ideas came after discovering this website and magazine article:www.citizengeneration.org http://issuu.com/neftalirr/docs/alm_march_april?mode=window&pageNumber=47

Objective One – 4 (Identify Target-Rich Keywords)

http://www.citizengeneration.org/

http://issuu.com/neftalirr/docs/alm_march_april?mode=window&pageNumber=47

http://issuu.com/neftalirr/docs/alm_march_april?mode=window&pageNumber=47

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Objective One – 5(Procure $50 FREE Advertising credit)

*** (see PROJECT ADJUSTMENT

slide #16)

Grants AdWords have a $330/month PER Campaign

limit…TOTAL monthly budget of $10,000

available for use by LoneStar Paralysis

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Objective Two – 1 (establish Awareness & Engagement Campaign)

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Objective Two – 2 (create one Direct/Central Route and one Indirect/Peripheral Route ad)

Direct and InDirect Ads

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Objective Three – 1 (Sample Reports)

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Objective Three – 1 (Sample Reports)

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Objective Three – 2 (Google Analytics “CheatSheet”)

See .PDF 2

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Objective Four – Printed Bindersand Web-Access LSP A&E Campaign Final_Report_Spring_2013_Internship

Awareness

gement

m p a i g n

&

http://lonestarparalysis.org/displaycommon.cfm?an=1&subarticlenbr=237

LoneStar Paralysis FoundationPROJECT ADJUSTMENT

Intern discovered GRANT Opportunity

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LoneStar Paralysis FoundationPROJECT ADJUSTMENT

GOOGLE for nonprofits – Approved

Details on requirements, restrictions and limitations of the Google Grant Program—including the 30-day waiting period—were discussed and the long-term benefits far outweighed the short-term impact on the Internship Project as originally designed.

(see Details in .PDF 1)

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LoneStar Paralysis FoundationInternship – Developing Awareness & Engagement Campaign

Product Enrollments

…Enrolled into the Google

Grants ADWORDS Program, B U T…………

SO, Applied and got

Approved !

THEN, immediately…

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Google Grants ADWORD Sign-up

W A I T

W A

I T

W A

I T

W A I T

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Keywords LIST from Slide 7

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Split-Testing (see Details in .PDF 3)

A – Direct/Central Route to Persuasion

B – Indirect/Peripheral Route to Persuasion

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Split-Testing


Rotating Ads (see Details in .PDF 7)

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Geographic Location(75 mile Diameter

from El Arroyo)

SearchParameters

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PDF SECTION

LoneStar Paralysis Foundation

lone starparalysis fr_in-ppt-to-access-on-web

Technology

sample reports

rich keywords

identify target

establish

ads

provide

testing