American Music Institute (AMI) is looking to strengthen its marketing strategy to increase brand awareness, improve online visibility, and attract more students to its music education programs.
Over time, AMI has developed marketing initiatives across its website, SEO, social media, email marketing, and digital advertising. While these efforts have helped us promote our programs, we would benefit from a comprehensive review of our current marketing practices to better understand what is working, where improvements are needed, and how to prioritize our efforts.
As a nonprofit organization with limited staff, time, and resources, one of our main challenges is determining which marketing activities will have the greatest impact. We want to ensure our efforts are aligned with our goals, reach the right audiences, and contribute to measurable outcomes, particularly website inquiries and student enrollment.
We have been actively working to improve individual marketing channels, including website SEO, social media content, email campaigns, and digital advertising. However, we would now like to take a step back and evaluate our overall marketing strategy, identify gaps and opportunities, and establish a more consistent and effective approach.
We are seeking a marketing professional who can provide an objective assessment of AMI’s current marketing efforts and develop practical, prioritized recommendations. The goal is to create a sustainable marketing strategy that our team can implement independently and use to guide future decisions, maximize our limited resources, and support AMI’s continued growth.
By the end of this project, AMI would like to have a clear, actionable marketing strategy that helps us strengthen our brand awareness, improve online visibility, attract prospective students, and use our marketing resources more effectively.
The pro bono consultant will create an AMI Marketing Audit & Strategy Document focused on our primary music education brand. The document will include:
Marketing Audit: An assessment of AMI’s current website, SEO, social media, email marketing, digital advertising, branding, and analytics, prioritizing the areas with the greatest potential impact.
Key Findings and Recommendations: Identification of current strengths, gaps, challenges, and opportunities, along with practical best practices to improve marketing effectiveness.
Prioritized Action Plan: A roadmap outlining immediate, short-term, and long-term marketing priorities, with recommendations that are realistic for a nonprofit organization with limited staff and resources.
Key Performance Indicators (KPIs): Recommendations for the most important metrics to track progress, including website traffic, enrollment inquiries, search visibility, and audience engagement.
Marketing Checklist: A reusable framework to help our team plan campaigns, create content, evaluate marketing activities, and maintain consistency.
Success would mean that AMI has a better understanding of its current marketing performance, a clear set of priorities, and practical guidance for implementing improvements. The final deliverable should be concise, easy to use, and sustainable, allowing our team to make informed marketing decisions, measure results, and continue improving our strategy after the project ends.
