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URBAN FARM

May 2022

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Over 23 million Americans live in Food Deserts.

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"If a parent wants to pack a piece of fruit in a child's lunch... they shouldn't have to take three city buses,”

- Michelle Obama

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THE URBAN FARM PROJECT

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EXECUTIVE SUMMARY

Gen Z and Millennials are two groups for whom the issues of social inequality, health and the environment are meaningful. And food inequality, the problem solved by our organization, sits squarely at the intersection between all of them.

Our first task is to educate people as to what a food desert is and then show them how they can help. We’ll do this by providing relevant blog and social media content explaining the issue. And by partnering with local influencers, media and other organizations to help spread the word about who we are and how we can help.

The websites goals will be to educate users on the problem and encourage them to make financial contributions directly from our donations page. Additionally, we’ll use it to promote our garden and nutrition classes. And, as a regional non-profit, we’ll be focusing our efforts on the city of Los Angeles and the surrounding areas.

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MARKET AND COMPETITIVE ANALYSIS

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AUDIENCE SEGMENTATION

	Gen Z	Millennials
Age	18 - 24	25 - 34
Gender	Even Split	Even Split
Location	Los Angeles	Los Angeles
Pain Points	Social Inequality, Systemic Racism, Environment	Healthcare, Social Inequality. Underemployment
Philanthropic Habits	Will research a charity before giving. Needs to see social media presence. Want regular updates from the organizations they support.	Likes financial transparency from the organizations they support. Willing to add extra donation to cover processing fees. Want to hear how their money is having a positive impact via personal stories.
Main Channels	Snapchat, Tik-Tok, I.G	Facebook, Youtube, I.G

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OBJECTIVE	FUNNEL STAGE	KPI	DATA SOURCES
Increase the amount of high-quality site traffic from organic search, social, and display efforts by 20% by end of year.	Acquisition	# of Users	Google Analytics: Acquisition > All Traffic > Channels report
Increase site engagement by 20% by end of year.	Behavior	# pages per session	Google Analytics: Audience > Overview
Increase # of donations by 20% by end of year.	Conversions	# of conversions	Google Analytics - Conversion - Goals - Overview

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STRATEGIES

Creative should focus on this issue being one of social inequality, basic health and one that primarily impacts low income POC.

Create educational blog content and optimize for organic SEO.

Be active on all audience preferred social media channels. Content should be a combination of personal stories and educational (infographics/listicles)

Align with local influencers, media and organizations with a similar mission (local blogs, food banks) and provide guest posts, collaborations and request backlinks.

Structure internal links to guide the user journey from learning about the problem, through our solution, and then onto donation.

Run a two week nationwide campaign leading up to Giving Tuesday (11/29). This is popular amongst the Millennials segment of our audience with 38.2 % of them making a donation last year.

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KEYWORD RESEARCH

KEYWORDS	CPC	VOLUME
Garden Classes Near Me	1.82	1300
Food Desert in Los Angeles	1.34	210
Food Banks Near Me	2.32	7400
What are food banks?	1.92	1600
Food Insecurity	1.66	22200

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Site MAP

Home [https://theurbanfarmproject771034088.wordpress.com/]

About [.../about/]
What We Do [.../what-we-do/]
Contact [.../contact/]
Blog [..../our-blog/]

Ending Poverty by Providing Working Experience
How to Find a Food Bank Near Me
Garden Classes and Nutrition Workshops

Donate Today [donate-today]

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TECHNICAL SEO

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Robots.txt

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OFF-PAGE SEO

These are pages with backlinks to our competitors that have both relevant content and high domain rankings (D.R):

We recommend reaching out to each of these sites using an appropriate variation of the following template:

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To whom it may concern,

I just read your list of food banks and distribution centers working within California and deeply appreciate the work you are doing to help those suffering from food insecurity.

As you likely know, this is an issue that affects almost one million people within the county of Los Angeles.

I noticed that you only had two food banks listed for LA county and we would like you to consider adding us to the list.

Our organization distributes fresh produce to those others unable to get it. And we also provide employment and educational opportunities to members of the community.

Please feel free to link our webpage here: www.urbanfarmproject.com.

Thanks to much for your time and I hope this finds you well,

Urban Farm Project

CDSS.CA.GOV. D.R. #93

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URBAN FARMING

Let’s change our world one seed at a time!

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Appendix