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Section 1: Research

Section 1: Research. Background, SWOT Analysis, Situation Analysis, Core Opportunity . Background. Who: Mayor Bill White What: Houston Public Library Foundation (HPLF) When: 2006 Why: To financially assist and advocate for the Houston Public Library (HPL) and all of its affiliates.

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Section 1: Research

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  1. Section 1: Research Background, SWOT Analysis, Situation Analysis, Core Opportunity

  2. Background • Who: Mayor Bill White • What: Houston Public Library Foundation (HPLF) • When: 2006 • Why: To financially assist and advocate for the Houston Public Library (HPL) and all of its affiliates.

  3. SWOT Analysis Strengths • Improves quality of life through education • Positive track record • Successful campaigns • Socially responsible Weaknesses • Confusion about the organization • Small number of staff and volunteers • Tight budget • Low awareness of organization

  4. SWOT Analysis Opportunities • Increase HPL funds through donations • Increase awareness • Clarity about HPLF • Engage its board and potential donors Threats • Decreased budget • Economic state • Other non-profits • Difficulty to remain current

  5. Situation Analysis • HPLF is seeking to raise funds • Differentiate between HPLF and HPL • Budget Reduction • Increase donations, volunteers and corporate sponsors

  6. Core Opportunity • Launch separate website from HPL • Increase awareness about both entities • Separates the two organizations Should be: • Easy to find and navigate • Concise

  7. Section 2: Action Planning Goal, Objectives, Key Publics, Messages, Strategies, Tactics, Calendar and Budget

  8. Goal • Through its website, HPLF strives to disseminate information and raise awareness about the foundation and the programs it supports at HPL to receive donations, partners and volunteers.

  9. Objectives Objective 1 • Audience: HPLF donors • Outcome: Receive donations through the website • $ or #: $5,000 • Timeframe: Site goes live to six months afterward

  10. Objectives Objective 2 • Audience: Search engine users • Outcome: Appear on search engines when optimized terms are used • $ or #: First page • Timeframe: Site goes live to six months afterward

  11. Objectives Objective 3 • Audience: Internet users • Outcome: Receive visits to the website • $ or #: 400 • Timeframe: Site goes live to one month later

  12. Objectives Objective 4 • Audience: HPLF website viewers • Outcome: Receive a low bounce rate • $ or #: 30% • Timeframe: Site goes live to one month later

  13. Key Publics • Houston-area internet users who favor technology • All internet users in the Houston area • Potential and Existing: • Donors, Corporate Sponsors, Library Members, Interns, Volunteers and Board Members

  14. Messages • Supports the libraries by raising awareness and generating funding through donations and corporate sponsors • Through donations generated by the foundation, the libraries are able to continue offering their resources and services to the community at no cost. • Allows the libraries to go beyond the basic functions of a library, including classes, activities and community involvement.

  15. Strategies & Tactics Strategy 1 • Tactic: Integrate social media • Option 1: Facebook and Twitter logos

  16. Strategies & Tactics Strategy 1 • Tactic: Integrate social media • Option 2: Option to share after making donation

  17. Strategies & Tactics Strategy 1 • Tactic: Integrate social media • Option 3: Include live feed of tweets and wall posts Twitter Facebook

  18. Strategies & Tactics Strategy 2 • Tactic: Add relevant words to site content and coding

  19. Strategies & Tactics Strategy 2 • Tactic: Add relevant words to site content and coding • Content • 1-2 for each page • First and last paragraphs and sentences • Coding • Meta Title • Meta Name Description • Meta Name Keywords

  20. Strategies & Tactics Strategy 3 • Tactic: Clear mission statement, logo and slogan (“We breathe life into the libraries”)

  21. Strategies & Tactics Strategy 4 • Tactic: Create Stories tab; drop down box with Board, Library Members, Donors, Volunteers

  22. Strategies & Tactics Strategy 4 • Tactic: Donors/volunteers testimonials • Tactic: Library members testimonials • Tactic: Board member testimonials/messages

  23. Strategies & Tactics Strategy 4 • Tactic: Include DONATE button on HPL’s website linking to HPLF’s website

  24. Strategies & Tactics Strategy 5 • Tactic: Regularly update testimonials, create a bimonthly video testimonial and create testimonial submission form

  25. Strategies & Tactics Strategy 6 • Tactic: Remove “Members” tab and add “Partnerships”

  26. Strategies & Tactics Strategy 6 • Tactic: Under “About Us” tab, add an “Internships” and “Volunteers” drop down box

  27. Calendar

  28. Calendar

  29. Budget

  30. Budget

  31. Section 3: Communications Confirmation Communication Confirmation

  32. Section 4: Evaluation Evaluation Criteria & Tools

  33. Evaluation Criteria & Tools • Criteria: Received $5,000 in donations • Tool: Track donation receipts • Criteria: Appeared on the first page of major search engines • Tool: Monitor and test search engine optimization • Criteria: Received 400 site visits • Tool: Evaluate site analytics • Criteria: Received bounce rate of 30 percent or less • Tool: Evaluate site analytics

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