Main Objective

To design and implement a comprehensive, journey-driven digital marketing framework that guides veterans (and prospective volunteers) seamlessly from first awareness of VWA through to active participation and advocacy—while creating repeatable, scalable processes that your team can own long after the project ends.

Key Goals

1. Veteran Journey Mapping

• Visually and narratively document each stage of the veteran (and volunteer) experience—Awareness, Consideration, Conversion, Engagement, Advocacy—identifying needs, pain points, and optimal digital touchpoints.

1. Content & Channel Strategy

• Develop a prioritized plan of content types (blog posts, videos, email series, social ads) and distribution channels (SEO, paid social, CRM-driven email/SMS) aligned to each journey stage, complete with a 12-week rollout calendar.

1. Metrics & Measurement Blueprint

• Define clear KPIs (e.g. cost-per-acquisition, email open rates, onboarding completion) and build a prototype dashboard to track performance, enabling data-driven optimization.

1. Scalability & Automation

• Recommend templating approaches, CRM-marketing integrations (e.g. Xano → Mailchimp), and volunteer “content ambassador” roles to sustain ongoing content production and lead nurturing.

1. Actionable Roadmap & Training

• Deliver a step-by-step playbook and final presentation that equips your team (and future volunteers) to execute, monitor, and refine the strategy independently.

Expected Project Outcomes

1. Clear Veteran Journey Framework

• A shared understanding of veteran (and volunteer) motivations, questions, and barriers at each stage—from initial awareness through advocacy—enabling more empathetic, targeted communications.

1. Data-Driven Marketing Plan

• A prioritized 12-week content and channel roadmap that aligns tactics (blog posts, social ads, email/SMS sequences, webinars) to journey stages, maximizing reach and conversion efficiency.

1. Measurable Performance Foundation

• A prototype dashboard tracking core KPIs (e.g. website visits, lead magnet downloads, conversion rate, engagement rate, referral sign-ups) so your team can monitor progress and quickly pivot.

1. Scalable Production & Automation Model

• Defined processes for templating content, integrating your CRM with marketing tools (e.g. Xano → Mailchimp), and empowering volunteer “ambassadors” to sustain ongoing content creation.

1. Empowered Internal Team

• A practical playbook and training materials that equip staff and volunteers—regardless of technical skill—to execute, maintain, and refine the marketing strategy confidently.

Key Deliverables

1. Veteran Journey Map

• A visual diagram (e.g. Figma or PowerPoint) plus an accompanying narrative that outlines stages, touchpoints, pain points, and content opportunities.

1. Content & Channel Plan

• A detailed 12-week calendar (Google Sheet or slide deck) listing content themes, formats, channels, budgets, and owner assignments.

1. Metrics Dashboard Prototype

• A working dashboard (Google Data Studio or Google Sheets) pulling in sample data with instructions on connecting live data sources for ongoing tracking.

1. Scalability & Automation Guide

• Recommendations document covering:
• Content templating best practices
• 
  
• Volunteer ambassador program structure

1. Final Presentation & Research Paper

• A 10-minute slide deck summarizing methodology, findings, and next steps.
• A 5–10 page paper detailing research approach, analysis, and strategic recommendations.

1. Training Toolkit

• Quick-reference one-pagers or short videos walking through how to use the dashboard, update the content calendar, and onboard new volunteer ambassadors.