Client Background: Washington Improv Theater is Washington DC’s primary destination for long-form improv and is widely recognized as one of the most successful community-based, non-profit arts organizations in the region. Because of WIT’s success in building engagement within the community, they often receive funding from grant programs with the mission of growing their platform.
Challenge: After we successfully redesigned WIT’s website, WIT asked us to help them develop and deploy a succinct digital marketing strategy utilizing funds received from DC’s Upstart Grant program. The digital marketing strategy needed to increase both program and organizational visibility.
Solution: We worked with WIT to identify specific business goals, benchmark the effectiveness of their online presence within the context of their business goals, identify the value of leads associated with each desired online action, and built the business case for recommended marketing improvements.
We developed a digital marketing strategy and associated reporting framework to track the success of marketing activities within the context of business performance and implemented and deployed, onsite user experience improvements and aligned paid advertising campaigns (google AdWords, Facebook, and LinkedIn) to more efficiently achieve WIT’s business goals.
Key Services
Digital Marketing Strategy
- Onsite User Experience Improvements
- Configured Analytics and Reporting Framework
- Paid Ad Campaign Setup and Deployment
- Project Status Reporting and Resource Management
Marketing Strategy Implementation
- Business Goal and KPI Identification
- Existing Marketing Activity Analysis
- Lead Generation and Paid Ad Strategy
- Marketing Recommendation Implementation Plan