STRATEGIES FOR EXPANDING SOCIAL MEDIA AUDIENCE

Laurel House is a nonprofit that provides services and transitional
housing to survivors of domestic violence and dating violence in the
greater Montgomery County, Pennsylvania community. While it has
strong engagement with current supporters, Laurel House strives to
expand its audience to engage a younger, more diverse demographic
on social media, with an emphasis on communicating that it is
here to help and grateful for support from the community. Laurel
House engaged the Capstone team to develop a digital marketing
playbook with strategies, tools, and tactics to engage its new target
audience. The team completed an external and internal evaluation
of the current nonprofit digital media landscape, evaluated areas for
improvement, and determined potential audience profiles. Using
its findings, the team delivered a digital marketing playbook with
strategic tools to achieve the client’s digital media goals.