Capstone Project - SPLASHForward
Overview
Role: Marketing Intern (12-month Capstone Project)
SPLASHForward is a nonprofit advocating for water safety, equity, and the development of a new public aquatic center in Bellevue, WA. As the solo digital marketing lead for my Capstone project, I developed and executed an integrated marketing campaign, designed to grow community awareness, deepen engagement, and increase support for SPLASHForward’s mission and programs.
This work was rooted in extensive research and a community survey that informed our entire messaging strategy, ensuring that every piece of outreach was rooted in real community needs, perceptions, and communication preferences.
Capstone Prospectus
To ensure the campaign was grounded in real community needs, I led the design and execution of a Listen & Learn Survey, gathering insights on awareness, perceptions, and communication preferences.
Combined with additional secondary research on nonprofit marketing trends and community engagement strategies, these findings directly informed a comprehensive multi-discipline marketing plan, thoroughly outlined in my Capstone 1 Prospectus paper. The plan aligned outreach, content, and partnership strategies to better resonate with SPLASHForward’s target audiences and long-term goals.
Key Contributions:
Community Survey Design & Analysis:
Led the design, distribution, and analysis of a community survey to measure awareness, perception, and preferred communication channels.Strategic Campaign Planning:
Built a comprehensive marketing plan with clear pillars, a detailed content calendar, and KPIs focused on family engagement, endorser growth, and newsletter expansion.Content & Messaging Development:
Created evergreen social media posts and storytelling content that showcased SPLASHForward’s impact and drove community engagement across platforms.Outreach & Resource Creation:
Developed Endorser Concierge Kits and Success Dashboard mockups on WordPress to streamline community advocacy and visually demonstrate program growth.Youth Ambassador Committee Support:
Acted as the point of contact for SPLASHForward’s Youth Ambassador Committee, guiding and supporting students in creating engaging, informative video content for Water Safety Month.Results-Driven Execution:
Ensured all tactics were aligned with measurable KPIs, with B2B LinkedIn messaging surpassing nonprofit industry benchmarks.