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Dennis Gleason; Dominique Ramirez; Eri Nguyen; Helena Imthurn; Jake Kowalik; Josep Samso

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Agenda

Executive Summary
Business Overview
Research

Audience Analysis
Competitive + Market Analysis

Marketing Plan

Objectives + KPIs

Site Architecture

Website Sitemap + Wireframes
On & Off-site SEO Strategies

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Techtykes addresses the issue of the lack of laptop/tablet accessibility for young students in Texas. The aim of techtykes is to aid Texas education by donating technology to school districts and families in need. We partner with Dell, Lenovo, and HP to supply Texas students with high quality devices. The website’s purpose is to open a line of communication with our target audience and address their technological needs.

Techtykes’ Objectives + Goals:

Reaching 2,000 visits to the website in the 1st month through organic searches and social media engagement
100 form completions + AVG of $50,000 in donations monthly
Within next year, acquire over 15,000 devices from donors and partners & distribute over 1,000 devices to families and school districts per month

Executive Summary

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BUSINESS OVERVIEW

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Value Proposition

Techtykes is a Texas based nonprofit giving students access to technology for education. We supply children and school districts in need with repurposed computer hardware. Our goal is to improve Texas education by bridging the digital divide.

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Business Objectives Overview

Acquire 15,000 units of devices/donations in 1st year (2020-2021)

Equip 1,000 students per month in Texas with laptops and tablets to aid in educational success during the first year

Receive $150,000 in financial donations per quarter

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Target Audience

Applicants / Users �(Texas only)�

Parents & families lacking technology for school-age children�
Underfunded Schools: Administrators, teachers, etc.

Community groups in areas of need

Donors & Partners �(All of U.S.)�

Partner companies, e.g. Dell, Lenovo, HP, etc.�
Individual donors / private donors

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Branding

LOGO:

Primary Red, Yellow, Blue colors
All lower case font, one word
Blue color references technology and screens

VOICE:

Helpful
Compassionate
Problem-Solving
Kind
Proactive
Making learning fun with tech!

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RESEARCH

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Audience Analysis and Segmentation

Parents / Families	Community Groups	Underfunded Schools	Corporate Donors
Income: family of 4: <$52,400	AIO (activities, interests, opinions): helping members out with current issues, equal access to education and healthcare	Location: Texas	Occupation: Tech CEO
Concerns: inadequate financial resources	Concerns: inadequate funding and resources	Concerns: inability to educate students because of insufficient funding	Concerns: finding an outlet to donate technology and funds
Benefits Sought: access to technology at home	Benefits Sought: provide technology for communities in need	Benefits Sought: improve quality of education through technology	Benefits Sought: spread brand awareness and improving social image
Values: family, education	Values: families, kids, protecting community, environment, charity	Values: kids, equal opportunities, education	Values: equal opportunities, charity, supporting small businesses, education

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Personas

33 years old
Loves kids, but doesn’t have any so the kids at school are like her kids
Tutors kids after school

35 years old
Gets her daughter up, makes her breakfast, drops her off at school and goes to her 9-5
Loves her daughter and will do anything for her

45yo; father of three
Work keeps him busy; Strong work ethic
Determined his kids will go Ivy League one day

70yo; grandmother of 8, thinks of them always
Loves hard candies
Keeps her grandchildren’s drawings in a photo album

Sonya, School District Administrator

Bill, Businessman�(Corporate Partner)

Maria, Single Mother

Cheryl, Concerned Citizen�(Private Donor)

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Company	Strengths	Weaknesses	Content	Where/How We Get the Tech
Techtykes	- Local / Regional focus - not spread thin - Have options for both cheap buys + free computers	- Not nationwide nor global - Recent startup; still developing community relationships	- Refurbish computers before distribution with applications	- Donations & corporate partners
Computers 2 Kids - San Diego (C2KSD)	- Distributed computers: 120K - Focus point only in San Diego	- Offers low-cost tech, but not always free tech - Not nationwide global	- Offer the Chamber Challenge with help from the San Diego Regional Chamber of Commerce	- Donations & corporate partners
One Laptop Per Child	- Distributed 2.5M computers to over 60 countries - Kid-friendly laptops	- Small U.S. presence - Website does not have display standards	- Tools on computers are meant for exploring instead of instruction	- Makes own products
PCs For People	- R2 certified recycling (over 7M lbs tech recycled) - Distributed computers: +115K - Offer low cost internet	- Only cater to adults; not schools/education	- Digital Learning Center (classes teaching essential computer and software skills)	- Free IT Asset Disposition service from corporations

Competitive Analysis

Main sources of information come from competitors sites:

Additional Competitor Strengths:

C2K:

Strengths: 470K children & adults impacted; strong local community partnerships

PCs For People:

Strengths: Free shipping

https://www.c2sdk.org/services/: “Studies show that, even taking into account socioeconomic status, children with home computers perform at higher academic levels across the board. As our society becomes more dependent on technology, the best gift we can give our children is access to computers. The digital divide – a chasm that separates those with access to technology from those without – reduces the chance of success in life for low-income children and perpetuates poverty.” >> good reference
https://www.waterford.org/
https://www.digitalwish.com/dw/digitalwish/covid_stimulus >> Helpful for competitor survey analysis

First sentence: “Survey of Frontline Educators Reveals - 10.6M students don't have at-home internet connectivity and 11.8M students don't have the computers necessary to access digital learning at home”

Examples quote from One Laptop Per Child: “As a 501(c)(3) non-profit organization, all donations are tax deductible.”

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Market Analysis

5.4 million

Students in Texas ^[1]

42%

College-ready graduates by grade 12 ^[1]

Texas is ranked 46th in the U.S. for 4th Grade reading proficiency.^[2]

61%

Considered economically disadvantaged ^[1]

58.9 billion

Given to Education charities in 2018 ^[3]

$

References:

The Texas Tribune: Texas Public Schools Explorer�https://schools.texastribune.org/states/tx/�
Washington Post: It’s a really bad way to fund schools — but Texas may adopt it anyway�https://www.washingtonpost.com/education/2019/01/13/its-really-bad-way-fund-schools-texas-may-adopt-it-anyway/�
Nonprofitssource: The Ultimate List Of Charitable Giving Statistics For 2018�https://nonprofitssource.com/online-giving-statistics/��

As of the 2018-2019 school year, there were 5,416,400 students in Texas. 50.1% of students were considered at risk of dropping out of school, and 19.7% of students were enrolled in bilingual and English language learning programs.�https://schools.texastribune.org/states/tx/��Computers, tablets, smartphones, apps, and other digital tools are part of our everyday lives. When used appropriately, technology can help children explore their world, express and make sense of what they know, and interact with other children. Technology tools can also assist families as they support their children’s at-home learning.�https://www.naeyc.org/resources/blog/technology-supports-early-learning

Education Week's Quality Counts report ranked Texas #1 in the 10 worst states for education (based on recently available federal data from the U.S. Census Bureau, the National Assessment of Education Progress, the U.S. Department of Education, and other sources)�https://www.parents.com/kids/education/top-10-worst-states-for-education-2019/

Corporate Giving Programs: TX�https://www.tgci.com/funding-sources/TX/corporate

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MARKETING PLAN/ STRATEGIES

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Website

https://techtykes.wordpress.com/

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Conversion Funnel and Website Behavior

Awareness

Acquire new visitors to website through SEO content
Social media activities (targeted to our Personas)

Interest

Return visits to the website
Increase Engagement with content

Consideration

Sign up for newsletter
Contact Us page

Conversion

Donations (monetary and of computer units)
Volunteer sign-ups

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OVERALL STRATEGIES TO ACHIEVE OBJECTIVES

Content Marketing

Audience segment landing pages
Blog articles
Social Media messaging

On-site SEO

URL structure, HTML tags, description copy
Image descriptions (Alt text)
Internal linking structure

Off-site SEO

Authoritative backlinks
Social media backlinks

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Marketing Plan Objectives

Increase awareness in community by acquiring 2,000 new visitors to the website in the first month�
Draw 500 organic search visits and 300 social media engagements per month�
Attain 40% return visits after 3 months. This could be through social, email, or organic�
Drive 100 form completions from the ‘Donors + Partners’ segment (Businesses / Individuals) in the first month

Interest Stage: Average time per session/average page views per session�

Dennis Notes 7/20:

Are the objectives Simple, Measureable, Actionable/Aligned, Realistic, and Timely?

Objective 2: Drive X (500) organic search visits and/or X (300) social media engagements per month from content (relevant 2020 education topics/issues)

Objective 3: Attain 40% Return visits after 3 months - could be through social, email, or organic.

(Obvs email sign-ups are important, and the sign-up rate is a KPI for that, but realistically we want anyone who is a return visitor. It means they are thinking about us, and have heard of us. It’s a good indicator that we have gained awareness and making headway)

Objective 4: Have 100 form completions on the contact us page from interested donors in the first month

(this seems more realistic? In the first month, if we gain contact info for potential donors, that is golden… and actual donation $$ would be gravy, but I think that would take some convincing/communication from the org representative).

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Objective 1 Increase awareness in community by acquiring 2,000

new visitors to the website in the first month�

KPI: New Visitors biweekly

Report: Audience > Behavior > New vs. Returning (+ view mediums)

�Objective 2 Draw 500 organic search visits and 300 social media

engagements per month�

KPI: Organic Search Visitors biweekly

Report: Acquisition >All Traffic > Channels (+ review New vs. Returning)

KPI: Social Referrals biweekly

Report: Acquisition > Social > Network Referrals

> Facebook

> Twitter

KPI’s | Measurement Plan

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Objective 3 Attain 40% Return visits after 3 months - could be through

social, email, or organic�

KPI: Returning Visitors weekly

Report: Audience > Behavior > New vs. Returning

+ 2nd dimension: Source/Medium

�KPI: Email Click-throughs weekly

Report: Acquisition > Source/Medium > Medium=email

Objective 4 Drive 100 form completions from the ‘Donors + Partners’

segment (Businesses / Individuals) in the first month�

KPI: Form Completions weekly

Report: Conversions > Goals > Goal URLs

KPI’s | Measurement Plan

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SOCIAL MEDIA STRATEGY

Our strategy includes generating conversation on social media with hot topics related to our cause. Our channels are:

Facebook: �Where families, teachers, and community groups react to heartfelt moments.

Twitter: �Where concerned citizens and businesses engage with political leaders and influencers on issues affecting communities.

Our social media posts make sure to include links to the TechTykes website to drive visits. Every social media engagement is an opportunity to link to our website and open communication, not just gain followers or post impressions. Mention customer persona names, teacher Sonia and Parent Maria use facebook and Bill business and cheryl on twitter.

18 Our social media strategy includes creating a dialogue with our target audience on social media outlets about topics related to our business. We utilize two main channels: facebook and twitter.�

Our facebook channel creates a community for teachers like sonia and parents like maria to share heartfelt moments and stay up to date on related topics��Our Twitter channel engages Bill the businessman and the hard candy loving concerned citizen Cheryl who want to research how to help and learn more about affected communities.��19 Techtykes sparks conversations on both channels to bring awareness to our company by increasing views and encouraging shares of our content, compelling our audience to get involved.

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SOCIAL MEDIA STRATEGY

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SITE ARCHITECTURE AND SEO STRATEGIES

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Sitemap

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Wireframes

Homepage

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On-Page SEO Strategies

Internal Linking Strategy

On-Page Ideation:

Interactive buttons to engage users to click to other pages and optimize user experience
High quality and relevant photos to keep pages interesting
Adding alt-text to images to help search engine crawlability
Utilize evergreen and trendy keyword strategy to stay relevant long term and now

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Off-Page SEO Strategies

As Part of our Off-site SEO strategies, our main goal is outreach to other companies or organizations:

Original Equipment Manufacturers (OEMs): Dell, Lenovo, HP

Partners that help us by donating outdated equipment
ask to be mentioned with backlinks to help spread awareness & build reputability

Independent School Districts

ISDs are a .org website, therefore it would add value to our website.
Outreach to districts to build relationships/mentions
Provides students additonal resources on those websites

Local / National Media Outreach

Newspapers in key TX cities: Austin, Houston, San Antonio, DFW, El Paso
Texas-based TV News websites and radio (NPR stations, Texas Standard)
National News Media websites: CNN, ABC, NBC, CBS, Fox News etc (similar to articles that have covered our competitors)

cherry pick specific points on off-page seo

(original equipment manufacturers) oem: working with partners to ask for backlinks to help spread awareness of techtykes and build reputability
school districts (isd): .org reputability, outreach to districts to build relationships
media outreach: key cities and fostering relationships to improve serp ratings

As Part of our Off-site SEO strategies, our main goal is outreach to other companies or organizations:

Original Equipment Manufacturers (OEMs): Dell, Lenovo, HP

We would reach out to these companies as they would be ideally, the ones to donate their outdated equipment. We would ask that if they have a page on their website about giving back to the community, that they mention techtykes and our partnership with them.

Independent School Districts

ISDs are a .org website, therefore it would add value to our website.
We would reach out to the districts that we have a relationship with and see if they could mention/hyperlink Techtykes’ website on a page where they may offer kids additional resources for their upcoming school year.

Local / National Media Outreach

Newspapers in key TX cities: Austin, Houston, San Antonio, DFW, El Paso
Texas-based TV News websites and radio (NPR stations, Texas Standard)
National News Media websites: CNN, ABC, NBC, CBS, Fox News etc (similar to articles that have covered our competitors)

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Summary

Main takeaway: We are here to help children learn with accessible technology. We built our non-profit around the idea of providing equal opportunities to kids by partnering with donors, community members, and individuals who share our same values.

Questions?

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Thank you for

your time!

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Appendix I: Keyword Strategies

Keyword Strategies People We Help

Parents / Families in Need

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how do I qualify for a free computer?
free computers for kids
free computers for low-income families
how to apply for a free laptop
free laptops for students 2020

School Admins / Educators

help finding free devices for my classroom
how to get computer donations for schools in texas
laptop donations for distance learning in texas
best devices for online learning
does [Microsoft] donate computers to schools?

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Appendix I: Keyword Strategies

Keyword Strategies People Who Help Us

Individuals / Private Donors

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Corporate Partners / Donor s

where to donate old computers
computer donation
companies that donate laptops to schools
grants for technology in the classroom 2020
lack of funding for technology in schools

local educational charities in texas
digital divide in texas
how to sponsor a child for back to school
how many students have access to technology
lack of funding for technology in schools

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Appendix II: SEO

On-Page SEO: �Sitemap.xml + Robots.txt file: https://docs.google.com/document/d/1oQ9c10imLF50dyz4tNjj3K3aCVicKhkfgHM_ERbswc8/edit

Off-Page SEO:

Organization	Site / Link	Why
Dell Technologies	https://corporate.delltechnologies.com/en-us/social-impact/transforming-lives/education.htm	Texas-based business aligned with TechTykes mission
Lenovo Cares	https://www.lenovo.com/us/en/lenovoconnection/	Opportunity to be included in charitable initiatives
HP Global Social Innovation – Community Impact	https://www8.hp.com/us/en/hp-information/sustainable-impact/community.html	Opportunity to be included in charitable initiatives to achieve their social impact goals

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Appendix II: SEO

Organization	Site / Link	Why
HP Refresh Program	https://www8.hp.com/us/en/solutions/education/refresh.html	Opportunity for local program inclusion: Helping communities crowdsource computer donations to schools.
CNN - A guide to helping and getting help during the coronavirus crisis	https://www.cnn.com/interactive/2020/health/coronavirus-how-to-help/#education-and-technology	Opportunity to be linked instead of / or alongside competitors
Common Sense #ConnectAllStudents campaign	https://www.commonsensemedia.org/connect-all-students	Opportunity to align with organization, be included on initiatives and press, linked as a Texas resource
EveryTexan.org	https://everytexan.org/our-work/policy-areas/quality-education/	Opportunity to align with organization, be included on initiatives and press, white papers.
LovetoKnow.com	https://save.lovetoknow.com/Free_Computers_for_Low_Income_Families	Authority score of 63 on SEM Rush; opportunity to drive applicants to techtykes

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Appendix II: SEO Outreach Examples

Dear Mr. Weiss,

I just read the article, “[Report: Texas Leads Country With Widest Digital Divide For Students, Teachers]” on Houstonpublicmedia.org and found the report by Common Sense very insightful.

I noticed that Common Sense has a page for your #ConnectAllStudents campaign, which is a cause that TechTykes is actively working towards in Texas.

Our organization works with partners in business and the community that visitors to the CommonSense.org site might find useful. We would love to partner with you to increase awareness of these issues in Texas. Please feel free to link to this webpage in your resources: https://techtykes.wordpress.com/about/.

Again, I enjoyed listening to your segment on the radio, and appreciate the opportunity to connect.

�Best regards,

Dennis Gleason | TechTykes

Dear Ms. Cuevas,

I just read the article, “[A guide to helping and getting help during the coronavirus crisis]” on CNN.com and found the guide by your team very insightful and helpful.

In the Education and Technology section, I want to let you know that our organization, TechTykes, is working to provide low-income students across Texas access to free laptops for eligible families.

Our site includes a Partners page where we highlight the tech devices that have been donated for which we are actively seeking students who are in need. Your readers might find this useful. Feel free

to link to this webpage in your guide: [https://techtykes.wordpress.com/our-partners/].

Again, I enjoyed reading your content and appreciate the opportunity to connect.

Best regards,

Dennis Gleason| TechTykes

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Appendix III

Site Architecture: https://docs.google.com/document/d/1OhPEgQEkgWfCZOebzGepbX9TR6tiabf8v6moQ2QjNVs/edit

Wireframe Layouts with Branded Elements:

https://docs.google.com/document/d/1oJHf6lmSD8BUlQG8hOVh0kSq0PcoQ5TeIM1ljnTZK1A/edit?usp=sharing

Website:

https://techtykes.wordpress.com/