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