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Helping Hearts

Dan Dwiggins, Kenia Abeyta, Chelsea Haurin, and Shirin Felfeli

https://helpingheartsorg.wordpress.com/

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BUSINESS OVERVIEW

Mental Health Non-Profit Ages 16-22
Description: This non-profit provides resources and services for those experiencing transition and adjustment issues, anxiety, depression, and parent support.
We provide accessible and affordable (free) resources for teens and young adults.
We are looking to help MORE people this year so that this organization can grow.

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VALUE PROPOSITION

Here at Helping Hearts we provide free and accessible care to teens and young adults going through major life changes that might feel harder than they’d hoped. Recognizing the role of parents in the lives of these young people, we also provide resources to help them support their teens through these transitional times.

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Our

Brand:

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EXECUTIVE SUMMARY

Our marketing strategies will help us to gain market shares from for-profit companies while serving our target audiences.
Using Social media platforms, as well as newsletter email campaigns, we can reach our target audiences while maintaining a non-profit budget
Unlike for-profit mental health companies, we will be providing and promoting free and accessible resources and services for our target audiences

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MARKET ANALYSIS

It's a pandemic
Our age range is highly underserved and resources aren’t readily available
Mental health is becoming more openly talked about and less taboo
Those who can’t afford therapy are an underserved target segment

The average therapist charges $60-$250 per session

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Audience Segmentation & Analysis

	16-18	19-22	Parents
Device	Mobile	Mobile, Desktop, Tablet	Mobile, Desktop, Tablet
Source/ Medium	TikTok Instagram Blog Posts	Instagram LinkedIn	Instagram Facebook Email newsletters Podcast Ads Blog Posts
Tactics	Third-party college blogs	Target Ads, Micro-influencers	Self-help podcasts, parenting blogs
Reasons For Help	Transition from high school to college General mental health	Transition from college to the “real world” General mental health	Looking for resources to help their children Anxiety and depression

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TARGET AUDIENCE

High schoolers transitioning to college

Age Group 16 - 18

Volunteer info/therapists going through masters internship programs

Donors

College students transitioning into professional/working world

Age Group 18-22

Therapists

Parents

Can always use more money

Individuals who need resources to better help their children

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Customer Persona 1: Demarcus

Name: Demarcus Andrews

Age: 17 yo

Gender: Male

Life-Stage: High Schooler

Marital Status: Single

Income: Dependent

Location: Denver, CO.

Typical Day:

Attends virtual school all day
Does homework after school on his computer
Gets online to play video games with his friends all night.

Thoughts on Mental Health:

Doesn’t know a lot about it
Embarrassed to talk about feelings
His school is always talking about mental/emotional health, but that’s the only place he hears it.

Goals & Challenges:

Avid gamer and wants to design games, gaming accessories, furniture, etc.
He’s starting to hate school and is struggling in this virtual learning environment.

Online Behavior:

Most of his day is spent online
TikTok
Snapchat
Phone and Laptop

Kenia- Like Shirin said, this is a very different time for teens and young adults, not only are they navigating difficult transitions and life events, but they are doing so in a pandemic, something that no other generation has experienced for over 100 years. So teens, young adults and parents are going through things that haven't even been named yet. Take for instance our Customer Persona Demarcus, he spends all day online in virtual learning, then switches screens to play video games with his friends all night. He misses dinner with his family and no longer socializes with friends in a normal setting and doesn’t realize the impact these changes are having on him and where his anger and frustration are coming from. So our goal with teens like Demarcus is to meet them where they’re at, help normalize what they’re going through and educate them on the importance of taking care of their mental health early and how to make it a lifelong practice.

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Customer Persona 2: Megan the Mom

Name: Megan Baldwin

Age: 45 yo

Gender: Female

Life-Stage: Mid-Life

Marital Status: Married

Income: $55,000

Location: Denver, CO.

Typical Day:

Drops off young children at daycare
Works from home most of the time
Helps her teenager with online school
Cooks and Cleans

Goals & Challenges

Doesn't know how to talk to her teenager
Doesn’t have time or adequate insurance
Wants to help her son transition to college the best he can

Thoughts on Mental Health

Has used it herself so she knows it can work
Didn’t know there were therapists for teens

Online Behavior

Self-help podcasts
Tablet and computer
Blogs for moms with teens

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COMPETITIVE ANALYSIS

A lot of counseling online targets parents, not children.
Competitors are mostly online
Most mental health services are for-profit groups
Few threats from our for-profit competitors

While we are blessed with our owners and their financial contributions, we do still have less total funding than our for-profit competitors
Funding means our competitors have licensed professional therapists, while we use studying interns as our professionals.

Kenia - Through competitive analysis, we realize that we have many advantages over our competitors that tend to focus more on the parent and not their teen or young adult. We’re marketing to a seemingly newer group and offering innovative ways to deliver services at a low or no-cost, where they will be able to take more ownership of their mental health and become active users. We are also working with new, innovative providers that are eager to test their skills without the constraints of insurance red tape. We do however, realize that we will still be met with a lot of challenges of a new start-up, like generating a steady stream of revenue, and acquiring clientele and providers that our more established, privatized competitors gain through health insurance benefits, HMO’s and out-of pocket payees. However, we plan to meet some of those challenges with an efficient funnel conversion strategy that Chelsea will tell you more about.

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CONVERSION FUNNEL BREAKDOWN

Awareness:

Tik Tok for younger end of audience
Instagram Influencers
Guerilla Marketing: flyers on college campuses, setting up tables at college fairs

Interest:

Swipe up on IG story that links to website with video explaining the non-profit
Linked advertising on TikTok
Link in show notes on podcasts

Consideration:

Broader landing page→ CTA
Survey for 16-18 year olds since they will need a parent’s permission, linked from TikTok to this specific landing page

Join newsletter CTA button

Instagram ads/influencers→ landing page for 18-22 year olds

Join newsletter CTA button

Conversion:

The actual download of resources
Signing up for consultation with a counselor

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Marketing Strategies

Age group 16 - 18

Less words
More photos and videos
Brighter colors

Age group 19-22

More of the “why”
More photos and videos
Mellower colors

Parents

More resources
Pushing the blog and newsletters
More wording involved

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OBJECTIVES & KPI’S

Primary KPI: enrollment forms submitted per quarter for age group 16-18

Secondary KPI: Abandonment rate of enrollment per quarter

Objective 1:

Increase enrollment for age group 16-18 by 15% by end of year 1

Objective 3:

Raise $500,000 in donations over the course of 4 fundraising events by the end of year 1

Objective 2:

Increase open rate of parent resource white pages by 25% by end of year 1

Primary KPI: White Page downloads per quarter

Secondary KPI: 30% open rate on white pages per quarter

Primary KPI: Generate $125,000 per FUNdraising event quarterly

Thanks Kenia, Now that we’ve taken you through who we are, what we do and how we plan to attract our clientele from a customer facing standpoint. I’m going to take you inside our organization and show you how we plan to track and drive success. First of all we have identified 3 primary objectives we feel are crucial to driving our business forward.

The first of those is geared towards the very underserved demographic of teens between the ages of 16-18 - that being said we would like to increase our enrollment of that age group by 15% within a years time. We will use enrollment forms submitted per quarter within this age group as our primary KPI and also keep a close eye on the abandonment rate of the enrollment form.

Secondly we feel providing resources to parents only helps us drive our mission forward since they have a direct line of communication to their teen or young adult. For that reason we’d like to increase open rate of our parental white pages by 25% over the course of a year. We’ll look to track white page downloads per quarter.

And lastly all nonprofits need those dolla dolla bills y’all, right? So we’ve set a fundraising goal of 500,000 by the end of the year. We’ll keep ourselves on track by ensuring we raise at least 125,000 during each of our 4 scheduled fundraisers. And to give us a little wiggle room on in-person donations we have built a donate CTA into our website as well.

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Objective	Primary KPI - Metric	Secondary KPI - Metric
Increase enrollment for age group 16-18 by 15% by end of year 1	enrollment forms submitted per quarter Acquisition -> campaigns -> all campaigns (change goal to completed registration in comparison mode) Metric - enrollment forms submitted	Abandonment rate of enrollment per quarter Metric - abandonment rate
Increase open rate of parent resource white pages by 25% by end of year 1	white page downloaded per quarter Behavior -> site content -> all pages Metric - white page downloads	30% open rate on white pages per quarter MailChimp tracking and reporting Real time reports -> events -> action -> open Metric - white pages open rate
Raise $500,000 in donations over the course of 4 fundraising events by the end of year 1	Generate $125,000 per fundraising event by the end of year Behavior -> new vs returning -> transactions Offline donations will come through the finance team Metric - amount raised in fundraising

WEB METRICS

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Keyword Research

Post graduation

depression

Transition into

adulthood

High school to

college transition

Parenting teens

Long-tail Keywords:

Connecting with your teen
Handling life events
Coping with major life transitions
Free parenting resources
Parenting today's teens
Helping your teenager through difficult times
Helping teens with anxiety
Helping teens with depression
Helping teenager with low self esteem
Anxiety after graduation

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SEO Tactics

Targeted web pages and strat for gaining backlinks

We will target government webpage dedicated to mental health. These pages provided high authority and ability to build our reputation. Our primary strategy for gaining links will be via email outreach, providing our targeted websites with links to our relevant content and services that directly correlate and would bring value to their pages

https://www.nimh.nih.gov/health/find-help/index.shtml

https://www.mentalhealth.gov/

https://www.womenshealth.gov/mental-health/good-mental-health

https://www.samhsa.gov/

https://medlineplus.gov/mentaldisorders.html

https://cdhs.colorado.gov/behavioral-health/workforce-development

https://www.healthdirect.gov.au/dealing-with-life-events

Title Tag

<title>Helping Hearts: Care for teens and adults going through major life transitions</title>

Description Tag

Keyword tactics

As we all know, keywords are just one piece in the SEO puzzle. Some other tactics we will apply include gaining backlinks. We’ve identified a handful of reputable government run sites that we will engage with via email/phone to provide them with our content and services that directly correlates to topics they are covering. Gaining backlink from these reputable sites will show google that we are trustworthy and in turn boost our serp ranking. Also, in terms of linking we will look to build our internal link juice by identifying lower performing pages and linking them to our top performing pages.

We have also crafted title and description tags that get right to the point of what we do here at helping hearts. That way when people see us they will know exactly what to expect when they click through to our site.

With our site having a good amount of images and videos we made sure that or media files are optimized as well as have corresponding alt tags. Blog and video content will be updated regularly to stay up to date with industry research and trends.

Lastly, back to keywords we have strategically placed them in headers, blog titles and organically throughout our content.

We believe all of these tactics should lead to Helping Hearts being ranking high in your SERP and drive our success well into the future.

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Website Wireframing

About Us

Services

Resources

Who We Serve

Get Involved

Contact Us

Meet the Therapists

Testimonials

Life Transitional

Depression & Anxiety

Parent Resources

Blog

Parent Resources

Ages 16-18

Ages 19-22

Parent Resources

Donor Info

Volunteers

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The End

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Slide Annex: https://docs.google.com/presentation/d/1JzkfSJi2ErlfuUBvMhrnpdH5hbRRrJiS6yBCuUCCyYk/edit?usp=sharing

Website:

https://helpingheartsorg.wordpress.com/