HAART is a nonprofit located in Baton Rouge, Louisiana that provides preventative care and services for people living with HIV/AIDS. It was founded in 1989 and has around 60 employees. HAART's main donors are individuals who donate at offline events, and its main volunteers are women ages 35-44 and teenagers ages 16-19. The digital marketing plan targets these groups through internet, social media, and mobile marketing with a $1,000 budget. The goals are to increase awareness, attract new donors and volunteers, and make signing up and donating easy online.

1. HAART
Digital Marketing Project
By: Marla Doney, Jeremy Marshall,
Lindsey Rapson, & Brandi Woods
HIV/AIDS ALLIANCE FOR REGION TWO

2. Company Profile
 Is located at 4550 North Blvd. Ste. 250 Baton Rouge, LA 70806.
 This is a small organization with about 60 employees.
 Founded in 1989 (26 years)
 HAART provides preventative care for the HIV/AIDS disease and complete care to
people living with HIV/AIDS including housing, HIV/AIDS management, support
services, medication, and primary care. Provides free testing & education about
HIV to the public.
 Their website is http://www.haartinc.org . Their online presence began around
2008. Their patients can seek help through the website or by visiting their office.
Website is managed by a Lori Lauve, the director of development at HAART.
 HIV/AIDS Alliance for Region Two, Inc. (HAART)

3. Who is donating?
 Individuals contributed $258.5 billion to charitable donations in 2014
 HAART’s donations are mainly received at offline events
 Dining Out for Life
 Decision-Making Process: positive change in Baton Rouge community, self-
fulfillment
 Social media
 YouTube, Facebook, and Instagram
 Internet
 Google, Websites, Email

4. Who is volunteering?
 Women’s volunteer rate: 27.8%
 Ages 35-44 and teenagers (ages 16-19) are most likely to volunteer
 45.1% of volunteers are mothers
 Social Media
 29% of all women on internet 52% of teenagers use Instagram and 77% of all women
on internet and 71% of teenagers use Facebook
 Internet
 Google, Websites, Email

5. Who is not volunteering nor donating?
 Non-donors: Lack of awareness or funds, donating to another
organization, or uninterested
 Non-volunteers: Lack of interest, awareness, and time (ages 20-24
are least likely to volunteer)
 Volunteers and donors will give their time and money to nonprofits
that they trust, are aware of, and are interested in.
 They are interested in self-fulfillment, feeling like their making a
difference in people's life, and causes that affect them personally.
 Social media
 Facebook, Instagram, YouTube
 Internet
 Google, Email, Websites

6. Customers & Competitors
 Current and potential customers: Women ages 35-44 and
teens ages 16-19 are the most likely to volunteer
 Current and potential competitors: any local charity
(Various religious entities, Baton Rouge Sickle Cell
foundation, Susan G. Komen Foundation, Sexual Trauma
Awareness and response (STAR), etc.)
 Industry: Non-Profit
 Points of Differentiation: HIV/AIDS specific, Baton Rouge
local

7. Internet Marketing
 Target Customers:
 Volunteers:
 Teenagers 16-19
 Women ages 35-44
 Individual donors
 Mediums:
 Email marketing
 Search engine marketing
 Website design
 Messages:
 Clear and concise
 Attracts visitor attention
 Qualifies and persuades the visitor to participate
 Budget- $500

9. Social Media Marketing
 Target Market:
 Individual donors
 Volunteers:
 Women ages 35-44
 Teenagers 16-19
 Mediums:
 Facebook
 Instagram
 YouTube
 Message:
 Relevant content
 Increase awareness
 Budget: $200

11. Mobile Marketing
 Target Customers:
 Individual donors
 Volunteers:
 Women ages 35-44
 Teenagers 16-19
 Medium:
 Mobile responsive website
 Message:
 Easy donating and signing up on-the-go for volunteering
 Budget: $300

12. Budget
 Internet Marketing: $550
 Email- $100
 Search engine marketing- $170
 Website updates- $280
 Social Media Marketing: $250
 Facebook- $80
 Instagram-$0
 YouTube- $170
 Mobile Marketing: $200
 Mobile responsive website- $200
Total: $1,000