Cyber Security Campaign
March 17, 2023

Marketplace and App for Nonprofit

Help a national nonprofit build commercial business capabilities.

Challenge: Help a national nonprofit organization to develop a commercial services group that would support a product marketplace and mobile app. With the dual purpose of advancing advocacy and competing in the commercial market.

Company: Food Allergy Research and Education (FARE) has a mission to improve the quality of life and health of those with food allergies through transformative research, education, and advocacy. FARE has turned over $100 million in donor gifts into ground-breaking research and has provided a voice for the community, advocating on behalf of more than 85 million Americans living with life-threatening food allergies and intolerances.

Brief:

Non-profit organizations have a unique role in the market, providing essential advocacy information and actions for causes. While retaining extraordinary subject matter expertise, along with knowledge of trends related to issues and their commercial impact.

FARE, the premier nonprofit in the food allergy space wanted to stand up a commercial services group within the organization to engage in commercial business opportunities.

In order to accomplish this goal, a market research project was created to understand where there are opportunities for commercial applications of the FARE knowledge and expertise. It was clear that this commercial services arm could serve the food allergy community by building a marketplace for CPG goods along with a mobile phone app that would serve parents of kids newly diagnosed food allergy.

It was determined that FARE would best serve the goal by developing an online marketplace that would partner with certain organizations to provide an online marketplace where perishable goods, consumer products and even services could be listed that specifically serve persons with food allergies and food sensitivities.

I helped to craft out the design, layout and the engagement plan for the marketplace, including the organic and paid engagement program and actively managed them to drive traffic and engagements.

Additionally, a mobile app was developed that supported parents of newly diagnosed children to provide them an option for better managing their child’s food allergy within their family and social network. I crafted the engagement plan for it across all channels and within budget.

The unique challenge was for the marketplace and app to be able to integrate their audience and message and leverage the usage of one to fuel the discovery and engagement of the other.

Specific channels used: 

  • Google and Facebook paid media
  •  Remarketing of mobile platform and traditional website
  • Search engine optimization (SEO) of mobile listing and website presence
  • Paid media with partners
  • Content marketing with data driven messaging aligned to keywords and positioning
  • Native advertising
  • Email Marketing

KEY DELIVERABLES

Marketing Channels for Marketplace Website

SEO and UX optimized marketplace website that leveraged best practices in ecommerce. With the ability to sustain growth with smart analytics for upsell and cross sell. The marketplace had to be able to showcase and optimize individual product offerings as well the brand of the marketplace as a whole.

The site had to integrate with the email marketing automation platform as well as all channels supporting it for traffic management and analytics.

Marketing Support for the Allergy Pal Mobile App

Manage the presence of the app on the iOS and Android app markets. With special attention to review management mechanisms.

Supporting the integrated traffic analytics for the app and marketplace, including the use of mobile remarketing and mobile native advertising channels.

Developing a content calendar for the app and providing insights for reviews and influencers.

 

  • Channel management
    • Manage all engagement channel, both in administration and campaign management.
    • Establish and manage social media channel
    • Establish and manage paid search channels
    • Establish and manage SEO options.
    • Including maintaining and executing on a content cal
  • Paid Media Management
    • Paid Media channels by social media platform and placement.
    • Facebook: Audience pixeled from main site for targeting
    • Google Paid Search: Keyword based campaigns, remarketing campaigns and list match of internal main database
  • Analytics
    • Manage Google Analytics and platform based analytics
  • Nurture Marketing
    • Using Pardot platform email campaigns for nurture
  • Conversion Rate Optimization (CRO)
    • For app downloads
    • For visiting the marketplace website and (later) creating a profile on it.