Key objectives of the consultancy
- To develop and implement a high octane Digital Marketing Strategy that addresses engagement and conversions through our website in four specific campaigns; Better Lives For Dogs, Animals in Farming, Animals in Disaster and Animals in the Wild. The conversation will be driven specifically through our website.
- Design, develop and execute a compelling digital campaign that will bring in at least 20,000 new supporters on our platforms.
- To create and execute digital advertisements to increase engagement and conversions through our social media channels and the website leading to petition and pledge sign ups. The target for petition sign ups within the three months is 20,000 new sign ups.
- To create new and focused digital content for use during the user journeys. This content will be channeled through Marketo (Email Interface through our weekly newsletter), Facebook (Number of posts per day will be agreed upon), Instagram and You Tube Pages. The consultant will curate, develop, advise and promote this content.
- To carry out an audit of our social media channels and website to identify the challenges and opportunities to grow our reach, increase brand awareness and drive supporters (followers to take action)
Description of the Assignment
World Animal Protection uses social media to create lasting change for animals. We use social media Twitter, Facebook, Instagram and YouTube to drive high engagement and conversions through our Website. To effectively achieve this, we are looking for a Digital Agency with experience in developing digital campaigns to drive our digital work through effective social media buying, targeting and content delivery.
- The agency will be tasked to;
- Carry out a social media and website audit to identify the challenges and opportunities to inform the digital strategy and future online initiatives. The audit will be done in the first two weeks in September ahead of the campaigns launch.
- Develop and implement a high octane Digital Marketing Strategy that will ensure high engagement and conversions through our social media channels to the website.
- Develop an online design/prototype for our local Animals in Farming petition landing page. This should be informed by our website structure and the opportunity to maximise on our website visitors for conversion.
- Curate and develop content for our engagement supporter newsletter. This content will be sent out weekly to during the campaigns period. (September to November).
- Develop high quality multimedia content for our different channels aligned to the different campaign areas. These comprise but not limited to animations, GIFs, messages and short videos.
- Promote and integrate our SMS platform to prompt more people to sign petitions and continue to be active supporters by moving them through the supporter cycle.
- Develop a content testing plan to inform what works for our active audiences.
- Link World Animal Protection to animal welfare social media influencers in Africa and use them to influence online campaigns in the next three months.
- Work closely with the organization digital team to run integrated paid search web and social media campaigns for the campaigns mentioned to create engagement and conversions.
- Provide recommendations and execute steps for new keyword opportunities to be used during SEO optimization, social media campaigns structuring, targeting, copy, and other aspects of paid search and social media paid advertisement.
- Provide optimization and performance evaluation to achieve better results for the campaigns in target.
- Generate regular reports for all major metrics, goals tracking, and other paid search initiatives.
- Provide a weekly comprehensive report on the campaign progress.
- Provide recommendations to World Animal Protection to test new digital acquisition strategies
- Design, launch and publicize a petition with a target of 20,000 signatures over the three months period.
Duration and Timeline of Consultancy
The duration of this assignment is September – November 2018
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