2. S ECTION 1: R ESEARCH Background, SWOT Analysis, Situation Analysis, Core Opportunity

3. B ACKGROUND 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.

4. SWOT A NALYSIS Strengths 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

5. SWOT A NALYSIS Opportunities 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

6. S ITUATION A NALYSIS HPLF is seeking to raise funds Differentiate between HPLF and HPL Budget Reduction Increase donations, volunteers and corporate sponsors

7. C ORE O PPORTUNITY Launch separate website from HPL Increase awareness about both entities Separates the two organizations Should be: Easy to find and navigate Concise

8. S ECTION 2: A CTION P LANNING Goal, Objectives, Key Publics, Messages, Strategies, Tactics, Calendar and Budget

9. G OAL 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.

10. O BJECTIVES Objective 1 Audience: HPLF donors Outcome: Receive donations through the website $ or #: $5,000 Timeframe: Site goes live to six months afterward

11. O BJECTIVES Objective 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

12. O BJECTIVES Objective 3 Audience: Internet users Outcome: Receive visits to the website $ or #: 400 Timeframe: Site goes live to one month later

13. O BJECTIVES Objective 4 Audience: HPLF website viewers Outcome: Receive a low bounce rate $ or #: 30% Timeframe: Site goes live to one month later

14. K EY P UBLICS 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

15. M ESSAGES 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.

16. S TRATEGIES & T ACTICS Strategy 1 Tactic: Integrate social media Option 1: Facebook and Twitter logos

17. S TRATEGIES & T ACTICS Strategy 1 Tactic: Integrate social media Option 2: Option to share after making donation

18. S TRATEGIES & T ACTICS Strategy 1 Tactic: Integrate social media Option 3: Include live feed of tweets and wall posts Twitter Facebook

19. S TRATEGIES & T ACTICS Strategy 2 Tactic: Add relevant words to site content and coding

20. S TRATEGIES & T ACTICS Strategy 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

21. S TRATEGIES & T ACTICS Strategy 3 Tactic: Clear mission statement, logo and slogan (“We breathe life into the libraries”)

22. S TRATEGIES & T ACTICS Strategy 4 Tactic: Create Stories tab; drop down box with Board, Library Members, Donors, Volunteers

23. S TRATEGIES & T ACTICS Strategy 4 Tactic: Donors/volunteers testimonials Tactic: Library members testimonials Tactic: Board member testimonials/messages

24. S TRATEGIES & T ACTICS Strategy 4 Tactic: Include DONATE button on HPL’s website linking to HPLF’s website

25. S TRATEGIES & T ACTICS Strategy 5 Tactic: Regularly update testimonials, create a bimonthly video testimonial and create testimonial submission form

26. S TRATEGIES & T ACTICS Strategy 6 Tactic: Remove “Members” tab and add “Partnerships”

27. S TRATEGIES & T ACTICS Strategy 6 Tactic: Under “About Us” tab, add an “Internships” and “Volunteers” drop down box

28. C ALENDAR

30. B UDGET

32. S ECTION 3: C OMMUNICATIONS C ONFIRMATION Communication Confirmation

33. S ECTION 4: E VALUATION Evaluation Criteria & Tools

34. E VALUATION C RITERIA & T OOLS 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