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marketing

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there is so much that can be said on this piece. that it’s not really worth going into. here’s what I am going to do, i’ll leave a framework I used to create a high level marketing plan and my framework for thinking about marketing, the bullseye framework, and example SEO content.

Here ar

If you want to learn more about my thoughts on marketing, it’s probably best to book time with me here -

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Marketing Framework (filled in)

Marketing goals

Understand your audiences ( Create a Persona)

Craft your key messages

Choose, plan, and create your marketing strategies and Tactics

Implement and Analyze

Customer Persona

Level 5: Close enough but needs a little Push

Level 3: Definitely wants to make a Change

Level 2: Rookie, trying to figure out if it's worth it

Define Our Marketing Goals

Create and publish content that educates untapped communities on the state of animal welfare.

Post on social media about our organization/mission and the people that we’ve been able to help break into tech

Send a weekly email newsletter sharing your content, adoptable animals, and volunteer needs.

Host a quarterly webinar around/with resources (brand building), alumni, partners, and other adoption opportunities.

Craft Our Key Messages

Positioning to Partners

" We can help you find diverse and ready to go talent"

" We are the organization to help you achieve and start your social mission"

Positioning to Candidates

" We are a non-profit organization focused on helping people that are often untapped and overlooked in the job market land careers.

We help people level up professionally in at least three ways: Resume, Interview Skills, and \Social Capital (It’s not what you know but who you know sometimes)."

" We are a community for untapped talent to change the course of their professional career in three ways: social capital, interview/resume resources, and direct support. "

Choose, plan, and create your marketing strategies and tactics.

Active, Passive, and Referrals

Partnerships

Content Marketing

Paid Ads

Alumni Communities

SEO

Ambassador Program

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Inbound Strategy

Purpose

We want to create a working funnel with the least amount of leaky buckets here in the Bay Area. We’d like to move from hands-on and guerrilla marketing to both a flywheel and an organic way of acquiring customers.

We believe that we will be able to increase the number of total applicants, applicants accepted, and the total of cohorts in this manner. Thus leading to more sustainable growth for our market.

Goals

Our goal is to fill four cohorts with forty total participants; additionally to create a flywheel. We will need to create content that breaks down tech sales, self-starting on professional brand, and the ‘break-into’ tech need-to’s.

We would like to start by setting a baseline of candidates with a median salary of USD 55,000 at an 80% placement rate by the end of the Year in 2022.

How to measure success?

Total Reach: 4,000

Total New Leads 1,060 (26%)

New Candidate Leads (i.e. program applicants) 106 (14%)

Total Candidates in Cohort: 15

How?

Bullseye Framework by Gabriel Weinberg of DuckDuckGo

List out every possible marketing idea

Try every single one to some extent

Prune the methods that had no results

Try all the remaining methods again

Continue to test and prune methods

Narrow down the top 3

Put all time, effort, and energy into top-performing methods.

Ideas

Active - you have to take action.

Paid Ads ( in the near future)

Content Marketing

Passive - someone else does the work for you

Partnerships

Content Marketing

Blogging

Twitter

Facebook

Tiktok

Podcasting

Outreach/Paid Ads (in the future)

Facebook

Twitter

Instagram

Tik-Tok (ned to create ASHK account)

Flyering

Handouts

Partnerships

Current Partners (Gong, Linkedin, etc.)

Entrepreneurship Non-Profits ( ESO Ventures)

Social enterprises (CEO, New Door, Juma, Etc.)

Community Colleges (Need to develop better partnerships with

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Referral Strategy

Purpose

We want to create a working funnel with the least amount of leaky buckets here in the Bay Area. We’d like to make another level utilizing our previously placed candidates. They will be our beacons for both speedy onboarding and marketing.

We believe that in this manner, we will be able to both increase the number of total applicants, applicants accepted, and the actual value provided to there: work the network.

Goals

Our goal is to fill four cohorts with forty participants, with 10% of candidates coming from past alumni per cohort. This means that of the 10 participants, one must be acquired through an alumni referral.

What does success look like?

Output

Referrals per Alumni

Total Candidate Leads

Input

Visits to the referral landing page

Total invites sent

Invites sent per user

Conversion of an invite to signup

How?

Long Term - Doesn’t show results right away but builds over time

Alumni Communities

SEO

Align referral incentives to Re: Work Alumni Value

Build Re: Work Ambassador Program

Paid Referrals

Alumni Communities

Learning Communities

Discover Tech Sales Events

Alumni Led Webinars

SEO

Ways to break into Tech

Importance of Diversity in Tech

Revamping Career with Resources

Ambassador Program / Webinar’s

Partner Ambassadors

Alumni Ambassadors

College Ambassadors

*1-10% of your customers will tell EVERYONE about our product, so make sure you always give them a great experience*

Ideas:

Build an engagement pod of friends, family, and employees to like and engage with social media posts.

Buy followers to get your following started on social media so you look more credible.

Join college Facebook Groups, and pay college students $5 + have them leave a 5-star review.

Pay people on Upwork or AmazonTurk to take a specific action like leave a review.

Growth Experiment Framework

(Patreon Experiment Doc Template [Public / open source v2018]

Experiment Proposal Section

Fill out the sections below at the start of experiment planning.

Experiment Summary

We plan to change this part of the product by altering this property of it for this subset of users. Our goal is to improve a metric we care about, without hurting this other metric that we also care about.

Why?

What underlying hypotheses about user behavior support these product changes?

We believe that this thing is will have an impact on the metric because of a belief which was informed by this briefly presented or linked evidence. We will know whether our hypothesis was right when we observe this change in a metric, and our hypothesis will be refuted if we this other change.

Tal’s continued shameless plug:

How to write a good hypothesis⁠

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Why should these product changes be run as an experiment?

We will do this thing differently after we see these results. We’re doing an experiment because we care about precision, risk and/or causality as described

here⁠

Are there past results that informed this proposal?

experiment result link

analysis link

external research link

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Experiment Plan

Make sure the sections below are filled out before the experiment is launched.

Experiment Design

Table 2

Table 2

Column 1

Column 2

Experimental unit

This is an experiment on creators / patrons / site visitors / email recipients, identified by user_id / device_id / campaign_id

Eligibility criteria

(What does someone have to do to be considered for the experiment? i.e. when does randomization happen for the experimental unit?) The eligibility event is when a user lands on this specific page, and corresponds to this amplitude event Users with attribute X will be excluded from this experiment because Y.

Response Metric

What will we measure for each unit at the analysis stage? Converted or not (0 or 1), total pledge amount ($), number of pledges created in 2 weeks after x happens.

There are no rows in this table

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Description of Variants

The most minimal experiment that can validate our hypothesis (i.e. sufficient test) involves changing this part of the product in these ways. We are also interested in changing this other thing, but will save it for a follow-up based on learnings from this experiment.

Here is the link to our sketches/wireframes/screenshots/PR

Predicted Impact

What is the predicted impact?

The current baseline for our response metric is x and we want to improve it by at least y.

How long will the test take to detect the predicted impact at the planned variant split?

This test should need to run for Z days.We think that y users/devices/creators/dollars will be exposed. You can often use the Runtime Calculator[internal tool link] to compute Z. On high-stake, complicated experiments, you can also simulate the experiment.

Risks

Could this experiment have adverse effects that we’re not measuring directly? Does this require input from creator facing teams?

We should remember to segment by X to properly understand results. We should check in with team Y while implementing this.(seeour Creator Facing Project Checklist - internal link)

Post-Experiment Decisions

What are the conditions under which we will ship or not ship this change?

We will ship the Puppy variant if it has a statistically significant lift over the control group. Otherwise it is not worth the additional product complexity brought about by the puppies.

Are there followups that depend on the results of this experiment?

If the puppy variant is successful, we will explore more experiments on bones. If the puppy variant is flat, we will shift our focus to kittens.

Admin

When do we want to run the experiment? Are there other experiments that may interact with it?

From YYYYMMDD to YYYYMMDD. It needs to run after this other related experiment.

Content (Example)

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Go-to-Market Strategy Framework

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