Uptown Partners of Pittsburgh

How do we accomplish this?

We will begin with a Targeted SEO campaign:

Tracking brand awareness is difficult and attributing brand uplift to your efforts isn’t always straightforward. In the case of Uptown Partners of Pittsburgh, we need to establish a strategy to grow not only a brand awareness, but a brand understanding. Initially, we need to grow brand impressions. Within Uptown itself, we can calculate both foot and vehicle traffic on roadways, then use this data to select a premier location for Outdoor media. This can provide a weekly cyclic estimated set of impressions. I suggest also incorporating a S.E.M. campaign. While this can be daunting, the narrow scope of searches relating to Uptown itself would allow for a minimal budget. By incorporating a Google Ads campaign with Google Analytics, we can monitor our digital/search-related metrics (searches, search phrases, clicks, bounces, time on page, time on site, etc.). This also leads to the next point of monitoring website traffic. With the help of Google Analytics, we can analyze and track both our organic and paid website traffic. Here we need to keep in mind; our goal is to grow awareness. If through this we yield philanthropy, inquiries, or proposals, fantastic. But we cannot field proposals if little to no entrepreneurs/businesses knowledge of the opportunity.

Farmers Market

The first promotional activity we will undergo is a community farmers market. Many other neighborhoods in Pittsburgh already do similar outreach activities and by successfully implementing a weekly farmers market in Uptown we will alleviate some sources of food insecurity for lower-income residents. We will need to reach out to local farms from around the area and we will have vendors register via an online application. Additionally, we would like to use this farmers market to allow low-income residents to use EBT points and food stamps to redeem fresh fruits and vegetables which would alleviate some of the general tension that comes from living in a food desert. We have identified the Amplify Church parking lot as the optimal place for the Farmer’s market to take place as Uptown Partners already has a working relationship with the Church as the site of their monthly food distributions. This market would help in similar ways by cutting down even more on the food insecurity felt by those living in the area. 

We will attempt to increase engagement through the use of digital advertisements:

The engagement received on social media is minimal, despite content-filled and rich posts. At the time of writing, the Facebook “Uptown Partners of Pittsburgh” has 711 liked followers. Many posts get under 5 interactions (likes, comments, shares). The most interacted post was 18 likes, 3 comments, and 6 shares. While this is significantly better, it still is only proportional to 3.8% of your followers. Using Geo-location services and social media advertising, we would like to begin a campaign promoting Uptown Partner’s Social pages and visiting the site. Specifically, we need to run adverts that target college students and adults without children as they comprise the lion's share of the Uptown neighborhood with 79% of all those living in the neighborhood being enrolled in a university and 56% of adults living in non-family units. We will also be targeting those who live both within the direct geographic area and those living just outside Uptown.