HAARTDigital Marketing Project

By: Marla Doney, Jeremy Marshall,

Lindsey Rapson, & Brandi Woods

HIV/AIDS ALLIANCE FOR REGION TWO

Company Profile

Is located at 4550 North Blvd. Ste. 250 Baton Rouge, LA 70806.

This is a small organization with about 60 employees.

Founded in 1989 (26 years)

HAART provides preventative care for the HIV/AIDS disease and complete care to

people living with HIV/AIDS including housing, HIV/AIDS management, support

services, medication, and primary care. Provides free testing & education about

HIV to the public.

Their website is http://www.haartinc.org . Their online presence began around

2008. Their patients can seek help through the website or by visiting their office.

Website is managed by a Lori Lauve, the director of development at HAART.

HIV/AIDS Alliance for Region Two, Inc. (HAART)

Who is donating?

Individuals contributed $258.5 billion to charitable donations in 2014

HAART’s donations are mainly received at offline events

Dining Out for Life

Decision-Making Process: positive change in Baton Rouge community, self-

fulfillment

Social media

YouTube, Facebook, and Instagram

Internet

Google, Websites, Email

Who is volunteering?

Women’s volunteer rate: 27.8%

Ages 35-44 and teenagers (ages 16-19) are most likely to volunteer

45.1% of volunteers are mothers

Social Media

29% of all women on internet 52% of teenagers use Instagram and 77% of all women

on internet and 71% of teenagers use Facebook

Internet

Google, Websites, Email

Who is not volunteering nor donating?

Non-donors: Lack of awareness or funds, donating to another organization, or uninterested

Non-volunteers: Lack of interest, awareness, and time (ages 20-24 are least likely to volunteer)

Volunteers and donors will give their time and money to nonprofits that they trust, are aware of, and are interested in.

They are interested in self-fulfillment, feeling like their making a difference in people's life, and causes that affect them personally.

Social media

Facebook, Instagram, YouTube

Internet

Google, Email, Websites

Customers & Competitors

Current and potential customers: Women ages 35-44 and

teens ages 16-19 are the most likely to volunteer

Current and potential competitors: any local charity

(Various religious entities, Baton Rouge Sickle Cell

foundation, Susan G. Komen Foundation, Sexual Trauma

Awareness and response (STAR), etc.)

Industry: Non-Profit

Points of Differentiation: HIV/AIDS specific, Baton Rouge

local

Internet Marketing Target Customers:

Volunteers:

Teenagers 16-19

Women ages 35-44

Individual donors

Mediums:

Email marketing

Search engine marketing

Website design

Messages:

Clear and concise

Attracts visitor attention

Qualifies and persuades the visitor to participate

Budget- $500

Social Media Marketing

Target Market:

Individual donors

Volunteers:

Women ages 35-44

Teenagers 16-19

Mediums:

Facebook

Instagram

YouTube

Message:

Relevant content

Increase awareness

Budget: $200

Mobile Marketing

Target Customers:

Individual donors

Volunteers:

Women ages 35-44

Teenagers 16-19

Medium:

Mobile responsive website

Message:

Easy donating and signing up on-the-go for volunteering

Budget: $300

Budget

Internet Marketing: $550

Email- $100

Search engine marketing- $170

Website updates- $280

Social Media Marketing: $250

Facebook- $80

Instagram-$0

YouTube- $170

Mobile Marketing: $200

Mobile responsive website- $200

Total: $1,000