“A healthier you, a better environment, and a better world for our animals.”
Project Brief
Develop a digital marketing plan and then plot and build a website from the ground up, demonstrating an understanding of how websites help businesses reach their goals and serve as a home base for marketing efforts.
Create marketing objectives, KPIs appropriate to the nonprofit created, and marketing strategies.
Develop customer journeys and funnels with corresponding channel selections.
Create content for different organic digital marketing channels that help meet goals.
Conduct keyword research to aid in a website's site architecture, content, and SEO.
Plan a website that meets objectives and user needs for various audience segments and different stages of the conversion funnel.
Use best practices for UX/UI design, website copywriting, and SEO in the creation of a website.
Objectives
MY RESPONSIBILITIES:
Wireframe and Website Design, UX/UI, Competitor Analysis, Logo Creation
TOOLS:
WordPress, The Hoth, Similar Web, Adobe Illustrator, Kapwing
YEAR:
2023
Our Value Proposition:
“Make Ends Meat” hopes to make the world a better place, one meatless burger at a time. The Make Ends Meat burger is the healthiest meatless option on the market. We combine the freshest ingredients for a delicious, heart-healthy option even meat-lovers can enjoy. All proceeds go to serve our mission- making the world a healthier place for you and a better world for our animals.
Executive Summary
Customer Need- A meatless option that has a low environmental impact and is healthy for you.
Value Delivered- We sell products and receive donations that promote our mission. Reduced carbon footprint, more nutrient-dense recipes, organic, non-GMO, vegan.
All proceeds are donated to PETA and American Heart Association.
Differentiation- Low cost, sustainable packaging, all proceeds donated, all-natural ingredients, organic.
Values & Mission- A meatless option that is better for you, better for the environment, and better for the animals.
LOGO DESIGN
Once our Team came to a mutual agreement as to which non-profit we wanted to work on, we named it: “MAKE ENDS MEAT” and started working on the logo.
The Chosen Logo
Variation #2
Variation #3
Variation #1
The Final Logo we chose was variation #3. It represents everything that our non-organization evokes and the message we want to share with our potential customers, using the brand colors while also keeping it simple and memorable.
Competitor Analysis
We found 2 types of competitors categories related to “Make Ends Meet”:
Product revenue Companies
Donation revenue Organizations
An analysis of both categories will help us determine benchmarks and set up goals and objectives.
Objectives, KPI’s and Data Sources
WEBSITE WIREFRAME
Our main goal when creating the wireframe and website was to:
Keep our primary CTAs and information above the fold.
Creating and easy to navigate menu and interface.
Offering enough information on the “home page” to be upfront about our non-organization.
Keeping it succinct and catchy with imagery.
THE RESULT
SEO Strategy Overview
Strategy Overview:
On-Page
Include Short-Tail Keywords In Title, Meta, and Headers
“PETA” and “American Heart Association”
Descriptive Alt. Text
Include Long-Tail Keywords Primarily in Blogs
“No Follow” tags to Main Competitors
Compressed and high quality images
Off-Page
Increase Authority and Trust
Backlink with Partners: PETA & American Heart Association
Drive Traffic from Socials and Email Newsletter
Optimize Site Speed
Compress Images
Limit Plugins
Internal Linking:
Link to other Blogs within the Website and Relevant Pages that accomplish our main 3 goals:
Conversion by Sales, Conversion by Donations, and Time On Site
Organic Content
TikTok
We will publish a TikTok video that compares our product with a leading product.
This will be done as a blindfold double study involving customers’ “UGC” and trending music soundtrack. Relevant hashtags (broad, narrow, and regional) will be placed in the text field. Our team will regularly answer our followers’ comments.
Our focus on Instagram will be awareness, consideration stages to tell a story and bring traffic to the website, and down the line using some UGC to strengthen our advocacy program.
We will use some trending hashtags that are connected to each post and create our own hashtags to be able to monitor mentions and campaigns.
We will be using some humor and viral funny gifs and images to broadcast the value of our brand to customers and leads, while keeping our brand voice by offering insightful captions.
Our team will focus on offering value and facts about our company and our meatless meat options while keeping the message succinct and relevant to join the conversation on this platform.
YouTube
We will create at least one youtube video that includes an expert in the field. This expert will explain the health benefits of vegan meat alternatives. While that is happening there will be a picture caption at the bottom of the video advertising our products.
