SECTION 1: RESEARCHBackground, SWOT Analysis, Situation Analysis, Core Opportunity

BACKGROUND Who: Mayor Bill White

What: Houston Public Library Foundation (HPLF)

When: 2006

Why: To financially assist and advocate for the Houston Public Library (HPL) and all of its affiliates.

SWOT ANALYSISStrengths Improves quality of life through education Positive track record Successful campaigns Socially responsible

Weaknesses Confusion about the organization Small number of staff and volunteers Tight budget Low awareness of organization

SWOT ANALYSISOpportunities Increase HPL funds through donations Increase awareness Clarity about HPLF Engage its board and potential donors

Threats Decreased budget Economic state Other non-profits Difficulty to remain current

SITUATION ANALYSIS

HPLF is seeking to raise funds

Differentiate between HPLF and HPL

Budget Reduction

Increase donations, volunteers and corporate

sponsors

CORE OPPORTUNITY

Launch separate website from HPL

Increase awareness about both entities

Separates the two organizations

Should be:

Easy to find and navigate

Concise

SECTION 2: ACTION PLANNINGGoal, Objectives, Key Publics, Messages, Strategies, Tactics, Calendar and Budget

GOAL

Through its website, HPLF strives to

disseminate information and raise awareness

about the foundation and the programs it

supports at HPL to receive donations,

partners and volunteers.

OBJECTIVESObjective 1

Audience: HPLF donors

Outcome: Receive donations through the

website

$ or #: $5,000

Timeframe: Site goes live to six months

afterward

OBJECTIVESObjective 2

Audience: Search engine users

Outcome: Appear on search engines when optimized terms

are used

$ or #: First page

Timeframe: Site goes live to six months

afterward

OBJECTIVESObjective 3

Audience: Internet users

Outcome: Receive visits to the website

$ or #: 400

Timeframe: Site goes live to one month later

OBJECTIVESObjective 4

Audience: HPLF website viewers

Outcome: Receive a low bounce rate

$ or #: 30%

Timeframe: Site goes live to one month later

KEY PUBLICS

Houston-area internet users who favor technology

All internet users in the Houston area

Potential and Existing: Donors, Corporate Sponsors, Library Members, Interns,

Volunteers and Board Members

MESSAGES Supports the libraries by raising awareness and

generating funding through donations and corporate sponsors

Through donations generated by the foundation, the libraries are able to continue offering their resources and services to the community at no cost.

Allows the libraries to go beyond the basic functions of a library, including classes, activities and community involvement.

STRATEGIES & TACTICSStrategy 1 Tactic: Integrate social media

Option 1: Facebook and Twitter logos

STRATEGIES & TACTICSStrategy 1 Tactic: Integrate social media

Option 2: Option to share after making donation

STRATEGIES & TACTICSStrategy 1 Tactic: Integrate social media

Option 3: Include live feed of tweets and wall posts Twitter Facebook

STRATEGIES & TACTICSStrategy 2 Tactic: Add relevant words to site content and

coding

STRATEGIES & TACTICSStrategy 2 Tactic: Add relevant words to site content and

coding Content

1-2 for each page First and last paragraphs and sentences

Coding Meta Title Meta Name Description Meta Name Keywords

STRATEGIES & TACTICSStrategy 3 Tactic: Clear mission statement, logo and

slogan (“We breathe life into the libraries”)

STRATEGIES & TACTICSStrategy 4 Tactic: Create Stories tab; drop down box

with Board, Library Members, Donors, Volunteers

STRATEGIES & TACTICS

Strategy 4

Tactic: Donors/volunteers testimonials

Tactic: Library members testimonials

Tactic: Board member testimonials/messages

STRATEGIES & TACTICSStrategy 4 Tactic: Include DONATE button on HPL’s

website linking to HPLF’s website

STRATEGIES & TACTICSStrategy 5 Tactic: Regularly update testimonials, create

a bimonthly video testimonial and create testimonial submission form

STRATEGIES & TACTICSStrategy 6 Tactic: Remove “Members” tab and add

“Partnerships”

STRATEGIES & TACTICSStrategy 6 Tactic: Under “About Us” tab, add an

“Internships” and “Volunteers” drop down box

CALENDAR

CALENDAR

BUDGET

BUDGET

SECTION 3: COMMUNICATIONS CONFIRMATIONCommunication Confirmation

SECTION 4: EVALUATIONEvaluation Criteria & Tools

EVALUATION CRITERIA & TOOLS

Criteria: Received $5,000 in donations Tool: Track donation receipts

Criteria: Appeared on the first page of major search engines Tool: Monitor and test search engine optimization

Criteria: Received 400 site visits Tool: Evaluate site analytics

Criteria: Received bounce rate of 30 percent or less Tool: Evaluate site analytics