1. Top of Funnel (Awareness)
1.1. Facebook Ads - Prospecting / Traffic Ads (Lookalike Audiences or Interest/Demographic Targeting) - AKA Cold Audience
1.1.1. Targeting cold audiences who don't know Upward Sports yet. Send them to the landing page to give them more information about your organization and how you can help them.
1.2. Third Party Placement Ads (Optional)
1.2.1. Display Ads
1.2.1.1. Shown on websites where your audiences browse. These are image ads shown in different sizes/ratios on sites such as christianity.com, crosswalk.com or any other site that your audience visits. The goal is to get them to the landing page and give away a lead magnet or a free webinar for their email or send them to the website to learn about Upward Sports.
1.2.2. OTT Ads
1.2.2.1. Video ads (required) through streaming platforms like Roku, YouTube TV, Amazon, Sling, etc. These require video ads. They create brand awareness and recognition but depending on the platform shown they don't provide a direct link so you have to show a URL they can go to or a QR code they can use. If shown on Youtube or online, you can provide a link.
1.2.3. Mobile Targeting
1.2.3.1. Geo-target specific states or zip-codes and show them ads on their phone (specific apps they use or websites they browse).
1.3. Google Ads - Informational Keywords
1.3.1. Blog Based Keywords or More General Keywords - People looking for information or browsing around (They don't know there is a problem so we have to introduce the problem, and some possible solutions). Introduce them to Upward Sports.
1.4. Google Search (SEO)
1.4.1. Information Keywords
1.4.1.1. These lead to the blog or a page on your site where they get introduced to Upward Sports for the first time.
1.5. Social Media (Organic)
1.5.1. Organic social media. Normal posting of videos. Growing your page likes/followers and getting likes, shares, and comments.
1.6. Outreach Programs
1.6.1. This is your ground game. Making phone calls, going to events or get-togethers, doing webinars, etc. Getting the word out about Upward Sports.
2. Middle of Funnel (Engagement/Subscription)
2.1. Google Ads - Transactional Keywords
2.1.1. Program Based Keywords - People looking for the problems you solve or something like it (They already know they want to help solve a problem and that there is a solution out there but they may not know your non-profit yet)
2.2. Facebook Ads - Prospecting / Conversion Ads (Lookalike Audiences / Custom Audiences) AKA Warm Audience
2.2.1. Targeting warm audiences who may know Upward Sports or may not but they are searching for a non-profit similar to what Upward does. Sending the clicks to the website rather than the landing page so they can see the mission and request more information.
2.3. Capture Website Visitor's Email Address
2.3.1. Lead Magnet, Case Study, or Webinar in Exchange for the user's Email
2.3.2. GetEmails -> New Tool to Capture 30% of Website Traffic's Email Address with Built in Email Drip Campaign to scrub out non-engagers/bad emails at $0.25-$0.50 per email.
2.4. Google Search (SEO)
2.4.1. Transactional Keywords
2.4.1.1. These are keywords related to your non-profit that a user will search for when they are browsing related keywords. They are almost ready to and are browsing around.
2.4.2. Branded Keywords
2.4.2.1. These keywords are about your business name or your non-profit services. They already know about you and want to directly visit your site.
2.4.3. Competitor Research
2.4.3.1. These keywords are about other non-profits in your field. So similar to branded keywords but they may not know about you. When it's a crowded industry this is an easy way to capture traffic from your competitor's marketing budget.
3. Bottom of Funnel (Conversion)
3.1. Facebook Ads - Retargeting Website Visitors + Non-Donors
3.1.1. Showing an ad to overcome any final objections whether that be a trust issue (show legitimate testimonials), a specific issue (explaining how the program will help their church or group), or just plain forgot to request a call.
3.2. Email Marketing Campaigns
3.2.1. Once they give us their email address the goal of the drip campaign is to slowly guide the user through a 3-5 email campaign to overcome the objections mentioned for the Facebook ads but via emails and then get them to finally convert.
3.2.2. Segment your email list into different audiences based on sign up source and their interests. Each segment will need to receive ongoing communications about the different activities or sports that Upward Sports is doing, the successes of the programs you are doing, and stories of churches you are helping. Make the previous signups feel like they have accomplished something big by joining Upward and show the real world impact of your programs. This will also help sway potential churches into signing up so they too can feel part of the community.
4. After Conversion (Excite/Ascend/Advocate)
4.1. Email After their Donation
4.1.1. 2-3 weeks after they reach out (can be changed through a/b testing to find the best timeframe for this). This email is to update the user about how things are going with other projects the organization is working on. Explain how other groups are succeeding with the programs. Ask if they have any questions or comments.
4.2. Introduce Other Sports / Programs Upward Does
4.3. Empower Advocates
4.3.1. Put in place a brand ambassador program where your previous churches can help advocate on behalf of Upward Sports. Let them know they are part of this new tribe of brand ambassadors, provide assets they can use via email, social media, or elsewhere (ready-made social media graphics, scripts for emails they can forward, or posts they can make) and links they can send their friends and family.
4.3.2. Previous churches are your biggest asset from your existing base of subscribers. Empower them to go out and help grow Upward Sports. So not only can a church donate their money to help this cause, but they can give their time by going out and using their voice and relationships to bring Upward Sports to other areas and communities. We have to make it as easy as possible for them to do this on our behalf and overcome and obstacles or objections that they may run into before this can be successful. But after it's implemented it will help scale the organization's outreach.
5. Example Journeys
5.1. Facebook / Instagram Ads
5.1.1. Upward Sports Landing Page
5.1.1.1. Email Capture - Case Study Lead Magnet
5.1.1.1.1. Email Drip Campaign
5.1.1.2. Schedule a Call / More Information
5.1.1.2.1. Follow Up Email / Call
5.1.1.3. No Action
5.1.1.3.1. Add to Retargeting Audience
5.1.2. Social Media Page
5.1.2.1. Like or Follow
5.1.2.2. No Action
5.1.3. Facebook Lead Ads
5.1.3.1. Schedule a Call / More Information
5.1.3.1.1. Follow Up Email / Call
5.1.3.2. Email Capture - Case Study Lead Magnet
5.1.3.2.1. Email Drip Campaign
5.2. Third Party Placement Ads (Optional)
5.2.1. Upward Sports Landing Page
5.2.1.1. Email Capture - Case Study Lead Magnet
5.2.1.1.1. Email Drip Campaign
5.2.1.2. Schedule a Call / More Information
5.2.1.2.1. Follow Up Email / Call
5.2.1.3. No Action
5.2.1.3.1. Add to Retargeting Audience
5.3. Google Ads
5.3.1. Click to Website
5.3.1.1. Service Pages
5.3.1.1.1. Schedule a Call / More Information
5.3.1.1.2. Email Capture - Case Study Lead Magnet
5.3.1.2. Blog Posts
5.3.1.2.1. Schedule a Call / More Information
5.3.1.2.2. Email Capture - Case Study Lead Magnet
5.3.1.3. No Action
5.3.1.3.1. GetEmails
5.3.1.3.2. Retargeting Ads
5.3.2. Upward Sports Landing Page
5.3.2.1. Email Capture - Case Study Lead Magnet
5.3.2.1.1. Email Drip Campaign
5.3.2.2. Schedule a Call / More Information
5.3.2.2.1. Follow Up Email / Call
5.3.2.3. No Action
5.3.2.3.1. Add to Retargeting Audience
5.4. Organic Social Media
5.4.1. Informational / Educational Posts
5.4.1.1. Click to Website
5.4.1.1.1. Service Pages
5.4.1.1.2. Blog Posts
5.4.1.1.3. No Action
5.4.1.2. Upward Sports Landing Page
5.4.1.2.1. Email Capture - Case Study Lead Magnet
5.4.1.2.2. Schedule a Call / More Information
5.4.1.2.3. No Action
5.4.2. Offering Appointment Social Posts
5.4.2.1. Schedule a Call / More Information
5.4.2.1.1. Follow Up Email / Call
5.5. Google Search - SEO
5.5.1. Click to Website
5.5.1.1. Service Pages
5.5.1.1.1. Schedule a Call / More Information
5.5.1.1.2. Email Capture - Case Study Lead Magnet
5.5.1.2. Blog Posts
5.5.1.2.1. Schedule a Call / More Information
5.5.1.2.2. Email Capture - Case Study Lead Magnet
5.5.1.3. No Action
5.5.1.3.1. GetEmails
5.5.1.3.2. Retargeting Ads
5.5.2. Upward Sports Landing Page
5.5.2.1. Email Capture - Case Study Lead Magnet
5.5.2.1.1. Email Drip Campaign
5.5.2.2. Schedule a Call / More Information
5.5.2.2.1. Follow Up Email / Call
5.5.2.3. No Action
5.5.2.3.1. Add to Retargeting Audience
5.6. Email Subscribers
5.6.1. Informational / Educational Emails
5.6.1.1. Blog Posts
5.6.1.1.1. Schedule a Call / More Information
5.6.1.1.2. Email Capture - Case Study Lead Magnet
5.6.1.2. Service Pages
5.6.1.2.1. Schedule a Call / More Information
5.6.1.2.2. Email Capture - Case Study Lead Magnet
5.6.1.3. Schedule a Call / More Information
5.6.1.3.1. Follow Up Email / Call
5.6.2. Unsubscribe