United Way Washtenaw County Milestone

Milestone 2 Andy Kapelanski Tiffany Bechtel Gabrielle Miller Mackenzie Hacker

Overview 1.

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Advanced Google Analytics Completion Organizational/Visitor Goals Milestone 2 NPO Progress New and improved personas Google Analytics “Goals” Critique of current NPO’s Marketing Campaign a. Fit of landing pages w/ current campaigns 7. Measurement Plan - what are we tracking?

8. Action Plan for Improvement - what’s in the works?

Advanced Google Analytics Completion

United Way Goals: ● Book walk-in tax help @ EMU VITA (complete) ● Get more people using myfreetaxes.com ● Get people to realize that DIY taxes aren’t so bad

__Visitor Goals: ___________________________________ _ ● Find tax preparation help quickly and conveniently ● Know what to bring to a walk-in tax preparation event ● Click on Banner for My Free Taxes Banner

MILESTONE 2 NPO PROGRESS Change

Completion Status

---Remove VITA completely, focus on simply tax help

Complete

Add linkout to myfreetaxes.com

Complete

Add options on what to bring page: 1) Print 2) Share

In Progress

Gain access to myfreetaxes.com Analytics *Amanda sent over age demographics today!

In Progress*

Get myfreetaxes.com front & center (walk-in ends soon)

In Progress

Change banner to something tax-help related

Not a Priority

New & Improved Personas: Jane -25-44 years old (formerly 25-34) -First-year fourth grade teacher -Stays up to date on current events/celebrities -Lives in Michigan -Could be a dealhunter (removed in-mkt) +6%pts of users on tax page +4%pts what-to-bring conversions 10 of 91 in last 30

-Current needs: in search of tax help

New & Improved Personas: Jan ● ● ● ●

25-44 years old Male Michigander Had to keep it broad ○ Excluded in-market/affinity ● 6 of 91 goal conversions in last 30

Google Analytics “Goals” (conversions we want to see)

Critique of Current Marketing NPO Marketing Campaign Old landing page versus new and updated we selected/modified:

OLD Needed mods, wasn’t appropriately marketing to audience/fulfilling “promises”

Critique of Current Marketing NPO Marketing Campaign (cont.)

Old landing page versus new and updated we selected/modified:

NEW

More relevant, gives users what they would expect + more simplified and relevant

Customer Journey

Customer Journey continued

Current Ad Performance 3.70%

4.76%

Current Ad Performance

Changes Made â—? New Ads

Created Today

Measurement Plan - What We’ve Been Tracking - Users that land on the free walk in tax help page - Users that click on the what to bring page - What percentage of users meet our Persona (Jane) and if the majority of customers meet Janes Profile *Creating additional goals for Jan (“john/yawn”) along side goals for Jane.*

Action Plan for Improvement To Do (in priority order)

Progress

Purpose

Get myfreetaxes.com front & center on LP

Asked; considering

Year-round tax help vs. 6-week window

Audience-tailored ads marketing myfreetaxes.com

Waiting on Analytics Permissions *Backup plan: Use newly sent demographic data (next slide)

After April 14th, walk-in tax help will conclude - keep ads running until October 15 (extensions)

Tag Manager Implementation (myfreetaxes.com)

QA needed before sending code snippet

Helps UWWC know how many people have gotten help w/ online tax resource

Conference scheduled for Wednesday, April 4th

Data from Dev @ United Way, myfreetaxes.com