Leadership Portfolio Digital Marketing

Digital Marketing is the class I took in month nine, and in this class we learned various different SEO’s and ways to use social media to promote a business or product. The leadership portfolio assignment for this class tied into my overall business plan S.M.I.L.E (Self Maturity Intellect Love & Empowerment), a nonprofit organization specializing in mentor services for the female youth in Inglewood, California. We had to use the online community to market for the business. I learned how to effectively utilize the Internet to build awareness for my business. I had to select social network channels, a campaign budget, and a campaign duration time frame. See below post:

Selected Channels

a) The channels selected to build awareness to the organization are email sign-ups, Social Media, and Affiliate Marketing. I decided to use email subscriptions because it’s proven to be more affective for subscription conversions. Having more people sign up for email will give the organization a better chance at getting a donation because the individual will be better acquainted with us. Social Media is big in society, and a lot of people are using social media to get information from actual company pages or word of mouth. Thats the perfect way for the organization to build a fan base. Personally my social media friend base exceeds 2,000 people. Affiliate marketing is the third channel selected. Affiliate marketing is a good channel because it works on a “pay per performance” basis. If the affiliate marketer doesn’t get us any conversions we don’t owe any money to the affiliate marketer. i think this channel is the best money wise, because it's strictly commission. The funds are not available to use SEO, Paid Search, Or Advertisements. Those are all good channels to use, but with the already fan base on social media and the high email subscription conversion rates, we decided to not use these channels.  Facebook.com and  Twitter.com is the platform to build an audience, traffic and referrals.  Along with establishing these social media pages, the organization will also include interactive u-stream sessions with the community on various life topics.

Campaign Budget

 a)    Online marketing has proven to be cheaper when it comes to a campaign. The budget for all of the marketing is $3,000.

b)   I have three channels to spend within the budget so I decided to equally use $1,000 for each channel.

c)    We will manage the channels within the company daily every hour on the hour. It will be managed by the channel manager for the company.

Campaign Duration

 a) The anticipation for the campaign will be the summer of 2011 during the months of June, July, and August.