SEM and Social Media: Message to Non-Profit Google Grant Recipients – We’re Ready to Help You Pro Bono
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Written By Noah Mallin | July 23, 2008 | Share This
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I have a lot of friends who work for non-profit organizations, and I don’t just mean the local Starbucks. When their organization receives a big grant it’s a huge cause for celebration, especially if the grant can be used to seed other potential donation points.
As part of Google’s avoidance-of-evildoing philosophy (see number 6) they have a program called Google Grants which they describe as “…a unique in-kind advertising program. It harnesses the power of our flagship advertising product, Google AdWords, to non-profits seeking to inform and engage their constituents online.”
Cool stuff and a great way to connect with potential donors and other interest groups, but what often happens at even the biggest non-profit organization is that because of a lack of resources or expertise or both, they find themselves unable to maximize the effectiveness of their Google Grants. Sometimes this means only being able to spend a portion of their available grant each month, other times it means bidding on keywords that aren’t getting the kind of return that they might be hoping for.
Recognizing this, Reprise Media instituted our Corporate Social Responsibility outreach program to help these groups manage their Google Grants on a pro bono basis. I recognize that Latin is a dead language among the non-lawyer set so just to be clear “pro bono” is not meant to imply that we will only help groups endorsed by U2’s lead singer. It means we’ll do it for free. We can hate on evil with the best of them.
This morning we released the results of our latest campaign in our CSR program, for the Center for Global Development. A big part of the success of this was based on a principle that applies to search campaigns across the board, whether for a major brand or a non-profit org: Unified messaging that ties keyword generation to the client’s website and social media initiatives – and linking them all together to create a powerful network with search as its convergence point.
Here is the text of the release we sent out today:
Reprise Media Announces Results of Transformative Corporate Social Responsibility Campaign; Drives Donations to Non-Profit Through Groundbreaking SEM and Social Media Combination
Award Winning Firm Uses Targeted Keywords, Integrated Social Media Message
July 23, 2008
Like many Google Grant recipients, CGD was only able to effectively spend a fraction of their $40,000 monthly credits using their in-house resources.
The Reprise Media strategy for CGD was built on the company’s integrated marketing philosophy: a unified message across all search ads and leading social media platforms, linked so that each profile and page funneled visitors back to CGD’s sites. Reprise Media helped CGD expand their keyword list significantly while incorporating them with CGD’s message outreach to social media sites and interest groups.
Results were impressive: A 15X traffic surge over the first three months — search referrals now account for 30% of entire traffic — driving users back to their sites and widening the potential donor pool.
Reprise Media invites Google Grant recipients to contact them via their webform for more information on how they can help.
About Reprise Media
Reprise Media is an award-winning search engine and social media marketing agency. The company helps leading brands – including Microsoft, ABC, Gateway, Samsung and Texas Instruments – manage their online reputations, drive traffic to their websites, acquire new customers and generate revenue through the power of search. Searchviews, the company’s blog, provides daily news and commentary on the search engine marketing industry and is considered a must-read by industry insiders.
A subsidiary of the Interpublic Group (NYSE: IPG), Reprise Media is headquartered in
Reprise Media is a registered trademark of Reprise Media Inc. All other product and brand names are the property of their respective owners.
Contact:
Reprise Media
Noah Mallin
212-444-7562
nmallin@reprisemedia.com
Topics: Google, Google: AdWords, Reprise Media, SEM: Keyword Generation, SEM: Paid Search, SEO, Search: Innovations, Social Media, Uncategorized |
This some great stuff you’re doing! Awesome to see it!