CrowdGift_DigMktStrat_2016_FINAL

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CrowdGift_DigMktStrat_2016_FINAL

  1. 1. CrowdGift Digital Growth Strategy 0 | P a g e Alvi Martin, April Jordan, Kim Quach, Rodrigo Molina RED ACADEMY – SPRING 2016 DIGITAL MARKETING FOUNDATION, TEAM 4 CrowdGift Digital Growth Strategy ATTN: CHARLENE TESSIER, CEO
  2. 2. CrowdGift Digital Growth Strategy 1 | P a g e Table of Contents Company Goals .............................................................................................................................................3 Digital Audit ..................................................................................................................................................3 Website Audit ...........................................................................................................................................3 Social Media Audit ....................................................................................................................................4 Search Engine Optimization (SEO) Audit ..................................................................................................4 Keywords...............................................................................................................................................4 Digital Marketing Measurement Model .......................................................................................................5 Search Engine Optimization..........................................................................................................................5 SEO Strategy..............................................................................................................................................5 Recommended Keywords.........................................................................................................................6 Digital Advertising Strategy...........................................................................................................................6 Marketing Communications Plan..............................................................................................................6 Google Adwords Strategy .........................................................................................................................6 Google Adwords....................................................................................................................................6 Facebook Advertising Strategy .................................................................................................................7 Content Strategy...........................................................................................................................................7 Brand Filter................................................................................................................................................7 Behaviour/Personality ..........................................................................................................................7 Values....................................................................................................................................................7 Purpose .................................................................................................................................................8 Content Marketing Calendar ....................................................................................................................8 Email Marketing Strategy..........................................................................................................................8 Blog Content Ideas....................................................................................................................................8 Crisis Plan..................................................................................................................................................8 Characteristics of a Social Media Crisis.................................................................................................8 Appendices..................................................................................................................................................10 Appendix I – Website Audit ....................................................................................................................10 Desktop versus Mobile........................................................................................................................11 Operating Systems..............................................................................................................................12 PageSpeed Insights .............................................................................................................................12 Appendix II – Twitter List Recommendations.........................................................................................13
  3. 3. CrowdGift Digital Growth Strategy 2 | P a g e Twitter: Crowdfunding List Recommendation....................................................................................13 Twitter: Competitor List Recommendation........................................................................................13 Appendix III – Google AdWords..............................................................................................................14 Search Campaign.................................................................................................................................14 Display Campaign................................................................................................................................16 Appendix IV – Facebook Advertising ......................................................................................................18 Targeting.............................................................................................................................................18 Facebook Ads......................................................................................................................................18 Appendix V – Content Marketing Calendar ............................................................................................19 July ......................................................................................................................................................19 August .................................................................................................................................................20 September...........................................................................................................................................21 Appendix VI – Blog Content Ideas...........................................................................................................22 Appendix VII – Crisis Plan........................................................................................................................23 Appendix VIII – Press Release .................................................................................................................25
  4. 4. CrowdGift Digital Growth Strategy 3 | P a g e CrowdGift is a Vancouver-based crowdfunding platform with a focus on serving artists, activists, and entrepreneurs. The company currently targets the European market because of lower competition and greater opportunity. They are using the Canadian market to test their digital marketing initiatives. Formerly Dana.io, the company rebranded to CrowdGift in the summer of 2015. As a result of the change, the company has seen high turnover, which has affected their branding and transitioning. In addition to this, CrowdGift could no longer leverage the exposure received under Dana.io. CrowdGift is in a transitional phase, rebuilding the brand and establishing their place in the market. Company Goals  Create a more supportive and engaging crowdfunding community.  Analyze the effectiveness of the marketing strategies.  Engage the community of past supporters and campaigners.  Create marketing content for social media and blog.  Increase understanding of crowdfunding. Digital Audit Website Audit Crowdgift.ca received a health score of 73% based on the number of issues found using SEMRush to perform the website audit for search engine optimization. Several issues have been found with duplicate tags, low word count, duplicate content issues, more than one h1 headings per page, missing meta descriptions on several pages, and a lack of the sitemap.xml. These warnings could present a direct impact in low visitor count coming from both organic and paid searches due to lack of content organization. Please see Appendix I for a breakdown of the errors. Something to note is that visually, the website on mobile devices is more optimized than the desktop version. On the desktop version, the banner is not properly aligned in the browser window. It is recommended to remedy this since the majority of users visiting the website are using desktop computers. The table in Appendix I shows the breakdown of operating systems and number of sessions since tracking began for Crowdgift.ca using Google Analytics. On the other hand, the desktop version is performing better in terms of load times. It is recommended to fix the page errors as shown in Appendix I.
  5. 5. CrowdGift Digital Growth Strategy 4 | P a g e Social Media Audit Please note, this audit was performed on May 5, 2016 and the results below may not be the same as the organization’s current state. Channel Link Followers Frequency of Posts Likes/Shares Facebook https://www.facebook.com/Crowd- Gift-193454067686886/ 9 Once a week -0-1 Likes per post -0 shares Twitter https://twitter.com/Crowd_Gift 449 Several times a day -0-7 Likes per post -0-2 retweets per post Instagram https://www.instagram.com/crowdgift_ crowdfunding/ 6 Multiple posts, few occasions (events) -0-8 likes per post Missing: YouTube, LinkedIn CrowdGift’s social media platforms are used to share campaigns hosted on the company’s website, as well as promoting nonprofit causes and startup organizations. This builds a community around CrowdGift and provides value to its members by sharing current events happening in the CrowdGift network. Their current community size is 465 followers. Based on the findings, Twitter is the company’s most active social network. CrowdGift typically shares relevant links from outside sources; however, there is little original content. Sharing original content may increase engagement from the CrowdGift community. In addition, engagement across all platforms can be improved by modifying the brand voice. Making it more energetic, personable, and solution-oriented can increase CrowdGift’s following and grow its network. CrowdGift does not currently have a profile on LinkedIn. It is recommended to create one, as this can be valuable resource for CrowdGift to gain new campaigners, as well as grow the CrowdGift community in a professional environment. Many entrepreneurs are on LinkedIn, and they have the opportunity to use CrowdGift to fund their startup. Search Engine Optimization (SEO) Audit Keywords The following are some keywords and phrases that pull results that lead to Crowdgift.ca. Please note this list is not all-inclusive of every keyword and phrase leading to the website.  Crowdgift  Crowd gift  Crowdgift vancouver  Crowdfunding vancouver bitcoin  Crowdfunding Vancouver  http://dana.io/  crowdgift europeanyouth
  6. 6. CrowdGift Digital Growth Strategy 5 | P a g e This is a positive sign because all searches are relevant to the company. However, the keyword ad groups can be expanded and better targeted using paid search through Google AdWords to increase the reach of the website. Using AdWords would allow for improved search results when people are searching for crowdfunding websites and platforms. Digital Marketing Measurement Model CrowdGift Digital Marketing Measurement Model Goal: Sell Courses Realign Brand Gain New Campaigners Capture Leads (Email) KPI: - % increase in course registrations - # Website visits/month - % converted visits - % bounce rate - % increase in new campaigners - % increase in newsletter sign ups Target: - 5% increase in course sign-ups within one quarter - 2,000 website visits/month - 2% converted visits (sign up for something) - 7% decrease in bounce rate - 1% in new campaigns added within one quarter - 1.5% of website visitors conversion (email signup for newsletter) Segment: - Traffic sources - Visitor type - Geography Search Engine Optimization SEO Strategy SEO strategies can be considered as "long term advertising," as it is what brings people to the company’s website through search engines, like Google. It would be beneficial to include a meta description tag so that Google can publish a more relevant and enticing description to the search engine results page. Meta keyword tags and more copy on the website in the form of blog posts are also recommended in order to help Google index pages. Including header tags and image alt tags is also advised, as it will help Google to find and index pages on the CrowdGift.ca website. It’s also recommended to develop a list of top 10-20 relevant keywords (such as crowdfunding or startup funding), which can be implemented across all new copy written for the website. CrowdGift.ca copywriters should include at least 2-4 of these keywords in posts on the website so that there is consistency in what Google find the pages to be "about." Of course, if these keywords are highly relevant to CrowdGift and the new copy is highly relevant to CrowdGift, this should happen naturally. However, it would be even more beneficial to define these keywords ahead of time so all employees are informed and consistent in writing.
  7. 7. CrowdGift Digital Growth Strategy 6 | P a g e Recommended Keywords The following keywords are some recommendations to place on the website and within the blog posts to improve search results and direct people to Crowdgift.ca through organic search. Please note that these recommendations are different than the ad groups and keywords used for paid search. The campaigns for AdWords will go into further detail.  Crowdfunding site  Crowdfunding website  Crowdfunding platform  Funding website  Equity crowdfunding  Best crowdfunding  Business crowdfunding  Crowd sourced  Funding site  Crowdfund startups  Crowdsourced funding  Crowdsourcing site  Crowdsourcing website Digital Advertising Strategy Marketing Communications Plan In order to drive reach and engagement on social media, CrowdGift should post with regular timing, frequency, and messaging. The content of its posts should provide value to its fans. For instance, sparking discussions about industry news, sharing crowdfunding tips, and featuring current campaigns will help to inform and engage individuals who are interested in CrowdGift and its services, without appearing overly promotional. All content should be custom-tailored to optimize for best performance on each platform. While it is important to test different formats, it is generally within good practice to share high quality photo content on Instagram, text and links on Twitter, and video, photo, text, and links on Facebook. Furthermore, CrowdGift can build its network on social media by interacting with users in a friendly, yet professional tone that is consistent with its brand voice. In addition to building valuable relationships with its fans, CrowdGift can grow its network by sharing content from their network relating to crowdfunding. Creating a list on Twitter of relevant accounts to follow allows the company to easily share posts. Please see Appendix II for Twitter list recommendations. Google Adwords Strategy The following recommendation is tailored around a campaign to promote the July courses (i.e. Learn how to boost your crowdfunding success). This campaign can be duplicated, revised, and refined for courses throughout the year. Google Adwords In order to increase course registrations for the month of July, it is recommended that CrowdGift drives relevant traffic to its website through the Google Search and Google Display networks. Focusing on users with high intent, such as those searching “how to crowdfund,” will support the target of reaching a 2%
  8. 8. CrowdGift Digital Growth Strategy 7 | P a g e conversion rate on CrowdGift’s website. To further improve conversion rates, retargeted ads on the Google Display network should offer further incentives to past website visitors. Accordingly, it is recommended to offer a 25% discount for course registrants through retargeted ads. Please see Appendix III for keyword lists for each campaign and ad group for the Search Campaign. Appendix III also contains topic lists for each campaign and ad group for the Display Campaign. Included in Appendix III are example display ads and corresponding landing pages. Facebook Advertising Strategy In conjunction with Google ads, it is recommended to implement two campaigns on Facebook. The purpose of the “July Courses” campaign is to drive traffic to CrowdGift’s website. As a whole, it focuses on users with interests in crowdfunding, fundraising, social advocacy, and related topics. In order to run the second campaign, CrowdGift must add a tracking pixel to its website with the purpose of retargeting website visitors. Similarly to the recommended campaign on Google, the Facebook retargeting campaign should offer 25% off courses. Note: In addition to interest targeting, CrowdGift should specify relevant demographic targeting in terms of age and geography. For instance, 18 to 45 year olds in Vancouver. Please see Appendix IV for desktop and mobile examples on Facebook Advertising with right side ads and mobile news feed ads. Content Strategy Brand Filter To ensure there is consistency in the brand voice across all online platforms, CrowdGift should put in place branding guidelines. Below are the factors to consider in creating this brand voice. Behaviour/Personality This is how CrowdGift should act and talk. The company should be professional without sounding “robotic,” be friendly, and be outgoing. Posts should promote campaigns on the CrowdGift website, but they should also promote CrowdGift courses. Sharing industry news and engaging with the online community would encourage participation – shares, comments, likes – to build CrowdGift’s presence online. Values This is what CrowdGift feels is important and can provide ideas on topics to discuss online.  Communities  Collaboration, working together  Art  Philanthropy  Small businesses
  9. 9. CrowdGift Digital Growth Strategy 8 | P a g e Purpose This is what CrowdGift rallies the community around.  Supporting each other and each other's projects.  Community building in the sense of bringing people together around uplifting projects, cross promotion. Content Marketing Calendar Having a plan for content posted on the CrowdGift website and social media channels will help the company be more consistent and active online. Social media should be a combination of scheduled and live posts. The content calendar is a guideline for scheduled posts. Please see Appendix V for a three month content marketing calendar. Email Marketing Strategy In order to drive conversions, it is recommended that CrowdGift build well-targeted mailing lists and deliver relevant content in the form of emails. Conversions should be measured as the number of course signups and number of campaigns launched. To support this strategy, these are the recommended tactics to implement: 1. Acquisition: Create a CASL-compliant mailing list signup with a double opt-in process. CrowdGift should feature the signup on its website and social media profiles. 2. Automation: Set up a welcome autoresponder scheduled to deliver within 6 hours of a user completing the double opt-in process. The welcome email should provide value to the user in the form of exclusive content, such as a free eBook with crowdfunding tips, or a discount on that user’s first course signup. 3. Newsletter: Create a template for a monthly newsletter and generate custom-tailored content each month, including crowdfunding tips, resources, news, and other featured content. 4. Special Offer: Create a template for a special offer, such as a limited-time discount, to use in conjunction with broader marketing campaigns, such as a site-wide discount on courses. Blog Content Ideas A method to create blog content is to find search intent. Ask “why are people searching for our company and competitors?” Knowing the needs of customers allows CrowdGift to fill that void in the market. Please see Appendix VI for blog content ideas. Crisis Plan Characteristics of a Social Media Crisis 1. Lack of Information: Usually the first sign of a social media crisis. Whenever a company does not know any more than the fans/followers of what’s going on in a certain situation.
  10. 10. CrowdGift Digital Growth Strategy 9 | P a g e 2. Out of the Norm: Whenever a new line of criticism occurs and it is outside of the usual complaints. Usually when fans/followers criticize the company on a new issue or unusual action. 3. Potential Impact on the Company: Scope and scale of a potential situation damaging the company. Example:  A campaign not reaching its fundraising goal: not a potential threat.  A campaign not being able to receive/cash out funds from website: serious potential threat. Please refer to Appendix VII to learn more about social media crisis response methods.
  11. 11. CrowdGift Digital Growth Strategy 10 | P a g e Appendices Appendix I – Website Audit Total Health Score Site Errors
  12. 12. CrowdGift Digital Growth Strategy 11 | P a g e Desktop versus Mobile Desktop View Mobile View
  13. 13. CrowdGift Digital Growth Strategy 12 | P a g e Operating Systems PageSpeed Insights PageSpeed Insights – Desktop
  14. 14. CrowdGift Digital Growth Strategy 13 | P a g e PageSpeed Insights – Mobile Appendix II – Twitter List Recommendations Twitter: Crowdfunding List Recommendation  @crowdfundnews  @rockethub  @crowdfundinside  @crowdfundcentre  @crowdfundblog  @crowdtrendies  @crowdfundernews  @investlocalbc It is also recommended to create a list on Twitter to follow competitors, allowing the company to keep up with industry trends. Twitter: Competitor List Recommendation  @indiegogo  @kickstarter  @gofundme
  15. 15. CrowdGift Digital Growth Strategy 14 | P a g e Appendix III – Google AdWords Search Campaign Ad Group Keyword Suggested bid Avg. Monthly Searches (exact match only) Competition Crowdfunding Sites crowdfunding sites $3.15 8100 0.48 Crowdfunding Sites crowdfunding site $2.93 1300 0.54 Crowdfunding Sites equity crowdfunding sites $6.95 480 0.58 Crowdfunding Sites crowdfund sites $2.87 70 0.39 Crowdfunding Sites biggest crowdfunding sites $4.38 140 0.24 Crowdfunding Sites most popular crowdfunding sites $3.60 110 0.23 Crowdfunding Sites largest crowdfunding sites $3.17 50 0.22 Crowdfunding Sites international crowdfunding sites $1.99 50 0.4 Crowdfunding Sites popular crowdfunding sites $1.91 70 0.35 Crowdfunding Sites crowdfunding sites for artists $4.04 40 0.55 Search Campaign: July Courses Ad Group: Crowdfunding Ad Group: Fundraising Ad Group: Competitors
  16. 16. CrowdGift Digital Growth Strategy 15 | P a g e Ad Group Keyword Suggested bid Avg. Monthly Searches (exact match only) Competition Fundraising fundraising $3.73 110000 0.46 Fundraising raise funds $3.57 4400 0.17 Fundraising how to raise funds $3.21 1000 0.44 Fundraising fundraising ideas for individuals $4.38 480 0.71 Fundraising online funding $5.23 480 0.56 Fundraising collect money online $4.94 390 0.27 Fundraising raise funds online $3.90 390 0.49 Fundraising fundraising projects $3.74 390 0.54 Fundraising fundraising websites for individuals $5.25 320 0.73 Fundraising fundraising cards $2.93 880 1 Ad Group Keyword Suggested bid Avg. Monthly Searches (exact match only) Competition Competitors gofundme $1.43 673000 0.08 Competitors sites like go fund me $3.51 1000 0.58 Competitors go fund me fees $2.07 6600 0.16 Competitors crowdfunding site $3.78 2400 0.51 Competitors kickstarter $0.83 1500000 0.04 Competitors kickstarter crowdfunding $4.11 720 0.26 Competitors crowdfunding kickstarter $2.76 1000 0.24 Competitors indiegogo $0.28 301000 0.12 Competitors crowdfunding $3.00 450000 0.45 Competitors international crowdfunding $2.76 210 0.43
  17. 17. CrowdGift Digital Growth Strategy 16 | P a g e Display Campaign Display Ads Crowdfunding Retargeting (all website visitors) Display Campaign: July Courses Ad Group: Crowdfunding Ad Group: Retargeting (all website visitors)
  18. 18. CrowdGift Digital Growth Strategy 17 | P a g e Landing Pages Crowdfunding ad: http://unbouncepages.com/crowdgift-july-courses/ Retargeting: http://unbouncepages.com/crowdgift-july-courses-25-off/
  19. 19. CrowdGift Digital Growth Strategy 18 | P a g e Appendix IV – Facebook Advertising Targeting Facebook Ads Crowdfunding/Fundraising/Competitors Ad Retargeting Ad Campaign: July Courses Ad Set: Crowdfunding Interests: Crowdfunding Ad Set: Fundraising Interests: Fundraising, Social Advocacy Ad Set: Competitors Kickstarter, Indiegogo, GoFundMe Ad Set: Retargeting Custom Audience
  20. 20. CrowdGift Digital Growth Strategy 19 | P a g e Appendix V – Content Marketing Calendar July Weekday Date Time Platform Content Friday July 1 11:00 AM Blog + Social Snapshot of this month's courses Saturday July 2 Sunday July 3 9:45 AM Twitter Weekend wrap up (news, retweet, or link share) Monday July 4 8:30 AM Social This week's featured campaigns Tuesday July 5 12:15 PM Twitter Relevant industry news Wednesday July 6 9:00 AM Blog + Social Top 10 Crowdfunding Tips & Tricks Thursday July 7 3:00 PM Social Throwback or "where are they now?" Friday July 8 Saturday July 9 Sunday July 10 9:45 AM Twitter Weekend wrap up (news, retweet, or link share) Monday July 11 8:30 AM Social This week's featured campaigns Tuesday July 12 12:15 PM Twitter Relevant industry news Wednesday July 13 Thursday July 14 3:00 PM Social Throwback or "where are they now?" Friday July 15 Saturday July 16 Sunday July 17 9:45 AM Twitter Weekend wrap up (news, retweet, or link share) Monday July 18 8:30 AM Social This week's featured campaigns Tuesday July 19 12:15 PM Twitter Relevant industry news Wednesday July 20 9:00 AM Blog + Social Why Should I Crowdfund? Thursday July 21 3:00 PM Social Throwback or "where are they now?" Friday July 22 Saturday July 23 Sunday July 24 9:45 AM Twitter Weekend wrap up (news, retweet, or link share) Monday July 25 8:30 AM Social This week's featured campaigns Tuesday July 26 12:15 PM Twitter Relevant industry news Wednesday July 27 Thursday July 28 3:00 PM Social Throwback or "where are they now?" Friday July 29 Saturday July 30 Sunday July 31 9:45 AM Twitter Weekend wrap up (news, retweet, or link share) NOTE: Social = Facebook + Twitter + Instagram (Unless otherwise specified)
  21. 21. CrowdGift Digital Growth Strategy 20 | P a g e August Weekday Date Time Platform Content Monday August 1 11:00 AM Blog + Social Snapshot of this month's courses Tuesday August 2 12:15 PM Twitter Relevant industry news Wednesday August 3 9:00 AM Blog + Social How to Host a Successful Crowdfunding Campaign Thursday August 4 3:00 PM Social Throwback or "where are they now?" Friday August 5 Saturday August 6 Sunday August 7 9:45 AM Twitter Weekend wrap-up news/retweet Monday August 8 8:30 AM Social This week's featured campaigns Tuesday August 9 12:15 PM Twitter Relevant industry news Wednesday August 10 Thursday August 11 3:00 PM Social Throwback or "where are they now?" Friday August 12 Saturday August 13 Sunday August 14 9:45 AM Twitter Weekend wrap up (news, retweet, or link share) Monday August 15 8:30 AM Social This week's featured campaigns Tuesday August 16 12:15 PM Twitter Relevant industry news Wednesday August 17 9:00 AM Blog + Social How to Crowdfund Your Film Thursday August 18 3:00 PM Social Throwback or "where are they now?" Friday August 19 Saturday August 20 Sunday August 21 9:45 AM Twitter Weekend wrap up (news, retweet, or link share) Monday August 22 8:30 AM Social This week's featured campaigns Tuesday August 23 12:15 PM Twitter Relevant industry news Wednesday August 24 Thursday August 25 3:00 PM Social Throwback or "where are they now?" Friday August 26 Saturday August 27 Sunday August 28 9:45 AM Twitter Weekend wrap up (news, retweet, or link share) Monday August 29 8:30 AM Social This week's featured campaigns Tuesday August 30 12:15 PM Twitter Relevant industry news Wednesday August 31 9:00 AM Blog + Social How to Crowdfund Your Start-Up
  22. 22. CrowdGift Digital Growth Strategy 21 | P a g e September Weekday Date Time Platform Content Thursday September 1 11:00 AM Blog + Social Snapshot of this month's courses Friday September 2 Saturday September 3 Sunday September 4 9:45 AM Twitter Weekend wrap up (news, retweet, or link share) Monday September 5 8:30 AM Social This week's featured campaigns Tuesday September 6 12:15 PM Twitter Relevant industry news Wednesday September 7 Thursday September 8 3:00 PM Social Throwback or "where are they now?" Friday September 9 Saturday September 10 Sunday September 11 9:45 AM Twitter Weekend wrap up (news, retweet, or link share) Monday September 12 8:30 AM Social This week's featured campaigns Tuesday September 13 12:15 PM Twitter Relevant industry news Wednesday September 14 9:00 AM Blog + Social How to Crowdfund Your Event Thursday September 15 3:00 PM Social Throwback or "where are they now?" Friday September 16 Saturday September 17 Sunday September 18 9:45 AM Twitter Weekend wrap up (news, retweet, or link share) Monday September 19 8:30 AM Social This week's featured campaigns Tuesday September 20 12:15 PM Twitter Relevant industry news Wednesday September 21 Thursday September 22 3:00 PM Social Throwback or "where are they now?" Friday September 23 Saturday September 24 Sunday September 25 9:45 AM Twitter Weekend wrap up (news, retweet, or link share) Monday September 26 8:30 AM Social This week's featured campaigns Tuesday September 27 12:15 PM Twitter Relevant industry news Wednesday September 28 9:00 AM Blog + Social The Best Crowdfunding Resources Thursday September 29 3:00 PM Social Throwback or "where are they now?" Friday September 30
  23. 23. CrowdGift Digital Growth Strategy 22 | P a g e Appendix VI – Blog Content Ideas The following are ideas for blog posts which can be posted throughout the year on the CrowdGift website. These suggestions are mainly based on queries found by AnswerThePublic.com, with a few added suggestions.  Who Can CrowdFund?  What is the difference between CrowdFunding and CrowdGifting?  What Does “CrowdGift” Mean?  How Does Crowdfunding Work?  “How To” Blog Series – This is a short article with a few main points and a clear call to action to push people to sign up for CrowdGift. a. How to Get Started in Crowdfunding b. How To Crowdfund Your Film c. How To Crowdfund Your Book d. How To Crowdfund Your Event e. How To Crowdfund Your Start Up f. How To Crowdfund Your Business g. How To Crowdfund Your Wedding h. How To Crowdfund Your Education i. How to Have A Successful Crowdfund Campaign  Why Hire a Crowdfunding Coach?  Who To Hire as a Crowdfunding Coach  Why Should I Crowdfund?  How/Why Crowdfund with Bitcoin?  Top 10 Crowdfunding Tips & Tricks  Crowdfunding: How to Craft Your Story  CrowdGift success stories
  24. 24. CrowdGift Digital Growth Strategy 23 | P a g e Appendix VII – Crisis Plan 1. CrowdGift Team a. Charlene Tessier, Co-Founder and CEO b. Scott Nelson, Co-Founder and Chief Technology Officer c. Raphael Huefner, Senior Developer d. Michael Persimmon, Senior Developer e. Emmie Li, Chief Marketing Officer 2. Official Spokespeople a. Charlene Tessier, Co-Founder and CEO b. Emmie Li, Chief Marketing Officer 3. Communication Processes and Protocols a. Pre-Crisis i. Assess potential crisis situations ii. Train crisis response team/spokespeople and CrowdGift employees on appropriate behavior and responses during a crisis. b. During Crisis i. Respond in a timely manner using either a holding statement or prepared statement. ii. Continually update all stakeholders about situation and assure them we are doing everything in our power to resolve the situation. c. Post-Crisis i. Analyze how the situation played out, and what CrowdGift can do in the future to improve preparedness and responses. 4. Media Policies During Crisis a. Who may speak on behalf of CrowdGift? i. Charlene Tessier ii. Emmie Li b. May other team members to post non-related content? i. We strongly discourage team members from addressing the crisis on their personal pages, in order to avoid perpetuating the issue, appearing insensitive, or promoting conflicting messages. ii. Team members should not post non-crisis related content to the CrowdGift social media accounts. 5. Key Audiences/Stakeholders a. Employees b. Investors c. Clients (people using the platform to crowdfund) d. Donors e. Online Followers
  25. 25. CrowdGift Digital Growth Strategy 24 | P a g e 6. Prepared Statements a. In case of an offensive media message (Tweet, Facebook post, etc). i. “We regret having offended our valuable supporters, and understand that our words were hurtful. We will take the necessary steps to ensure that all ____ (Tweets/Messages/etc) in the future are positive and uplifting for everyone, and will continue to strive to bring fulfillment and empowerment to all users and followers of CrowdGift.” b. In case of website changes i. “We thank our partners, followers, and users of the CrowdGift platform as we make this necessary upgrade to our website.” c. In case of a client’s offensive actions, and we are asked for a statement i. “CrowdGift remains committed to providing a safe, uplifting experience for all users of the platform. Our crisis communications team is working diligently to address the situation and keep communication lines open.” d. Holding Statements i. “We will supply additional information as it becomes available, and will post it to our website.” ii. “We thank everyone for their continued patience as we work with _______ (relevant response teams) and work to bring information and a solution to this issue.” iii. “Our thoughts and prayers are with those affected. We are placing the highest priority on the health and safety of our ______ (employees/partners/attendees). We will supply additional information as it becomes available.”
  26. 26. CrowdGift Digital Growth Strategy 25 | P a g e Appendix VIII – Press Release 23rd June, 2016 FOR IMMEDIATE RELEASE New Crowdfunding Platform Teaches You How to Fund Your Ideas Successfully Vancouver, BC: CrowdGift.ca has created affordable online and in person courses to teach you how to boost your crowdfunding success, and to meet the growing demand for knowledgeable crowdfunding coaches. As crowdfunding increases as a way for individuals, artists, start-ups, and businesses to fund their projects, campaign creators are realizing that there is more to running a successful crowdfunding campaign than meets the eye. CrowdGift.ca aims to relieve some of the pressure facing these campaign creators by offering affordable crowdfunding classes, both online and in person, and by offering a free to use crowdfunding platform. Classes range from community building to video creation and editing to start-up finance, with most classes offered online and in person. CrowdGift.ca was founded on the idea of “giving as the ground of liberation or the practice of using one's own freedom to support the freedom of others.” This is also why, as thanks for “gifting” to the campaigner, supporters will often receive a gift in return, such as a signed copy of the campaigner’s book, or a meet-up with the campaigner. Supporters of the campaigns may use PayPal or Bitcoin to “gift” to a campaigner, and are encouraged to support and keep up with their favourite campaigners through the CrowdGift Facebook page. Ends For more information, please contact: Charlene Tessier: charlene@crowdgift.ca Notes to Editors: CrowdGift.ca has a profile on a number of social media channels, including: Facebook: Crowd Gift Twitter: @Crowd_Gift Instagram: @crowdgift_crowdfunding

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