Putnam County Comprehensive Services

In 2023, I had the opportunity to draft and implement a thorough marketing plan for Putnam County Comprehensive Services as a Nonprofit Marketing Intern.

During my time as a Nonprofit Marketing Intern for PCCS, I collaborated with the nonprofit’s directors, conducting market research, and competitive and SWOT analyses to draft a marketing plan with the goal of attracting new employees and retaining existing workers. We achieved this through a redesigned website, a targeted digital marketing campaign, and local print media resources.

Project Summary & Marketing Gallery

Marketing Objectives

After collaborating with nonprofit managers to outline the target audiences and goals of our marketing plan, and performing extensive market research including competitive analysis, employee reviews, and website and social media analysis, the following marketing objectives were established:

Objective #1

Improve marketing to attract enough direct service employee candidates to recruit 30 more employees for PCCS in its 27 counties.

Objective #2

Further improve marketing support to help employee retention initiatives to reduce overall employee loss by at least 10% by reducing voluntary resignations from 130 in 2020 to 112 in 2023.

Objective #3

Implement a communications plan to increase brand awareness and interaction with PCCS across its 27 counties with the goal of increasing website traffic by 10% from its peak of 1.5k visitors in August of 2022 to at least 1.65k visitors in 2023.

Marketing Strategy

Objective #1

My strategy to meet objective #1 was a four point plan centered around a redesigned website with a more accessible job application page, and a digital marketing campaign on the social media platforms Facebook, Instagram, and Linkedin, utilizing Meta/Google Ad technology to target specific demographics.

Objective #2

To meet objective #2, I focused on promoting employee feedback and appreciation. First, to address feedback I created an anonymous employee feedback survey that could be sent to workers through text or email. Then, I proposed potential social media campaigns and events for employee appreciation.

Objective #3

My strategy to meet objective #3 is partially done through our digital marketing campaign in objective #1, because attracting new employees and increasing website traffic go hand in hand. Our digital marketing content is designed to: 1.) attract potential new employees by showcasing job benefits and work culture and 2.) message a call to action that directs users to the website link. Our other strategy to meet objective #3 was to utilize physical marketing materials such as local newspapers, flyers, and posters. We decided on also utilizing a print marketing campaign because a portion of our target demographic lives in Indiana counties that do not have reliable internet access.

Key Activities Implemented

Mock-ups for an updated website with new applications were developed. (and adopted)
A mock-up for a Facebook template was created.
A LinkedIn profile was developed.
Content ideas to support the initiative of showing the heart of PCCS through content as well as employee appreciation ideas were presented.
A feedback survey was developed.