Integrated Nonprofit Marketing Campaign - SPLASHForward
Overview
Role: Marketing Intern (12-month 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.
Campaign Results
Website Engagement Grew Significantly:
+74.6% total users, +58.6% event count, and +126.5% referral traffic. Visitors spent an average of 1 minute on-site, demonstrating meaningful engagement with SPLASHForward's content and mission.
Evergreen posts and youth-led video content sparked momentum across platforms.
Instagram: +242.8% views, +209.6% interactions
LinkedIn: 11.6% engagement rate, 213 clicks (well above nonprofit averages)
Social Content Resonated Deeply:
New Tools Were Designed and Delivered:
Success Dashboard mock-up built in WordPress
Endorser Concierge Kits for both internal and external advocates
Newsletter visibility improvements with CTA and form mock-ups
Supported the Youth Ambassador Committee’s media team in the creation of Water Safety Month videos.
Youth Collaboration & Leadership:
Campaign Development
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.
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.