Big Brothers of Greater Vancouver is a non-profit organization based in the Lower Mainland area. The organization was established in 1978 with the goal to provide child and youth the mentorship they need to succeed in their lives. Clothing donation is one of the highest sources of funding for Big Brothers' volunteer-led programs.

Currently, over half of the website traffic (54.41%) is coming from Google Organic Search. However, the organization is looking to generate more traffic through paid ads. The primary focus of the inbound marketing strategy is to gain exposure and capture new audiences who are not yet aware of Big Brothers of Greater Vancouver, and take necessary measurements to turn these prospects into leads.

A Digital Marketing Measurement Model has been created to help Big Brothers of Greater Vancouver to help measure site performance. The model outlines three main objectives for the website, which are building awareness, encouraging engagement and generating leads. Under each of these objectives there are key performance indicators, targets, metrics and associated segments. This model is used in the process of strategy building and it will be referenced throughout the report.

An extensive audit of the website has been performed and recommended techniques are based on the findings. In the Google Analytics audit section, baseline website metrics are examined, including traffic, visitor demographics and website behaviors. The SEO audit was completed, covering keywords, on-page, off-page and tech aspects. And a social media audit was conducted in terms of followers, engagement rate and post performance.

Three ideal personas were created based on the findings from audit as well as the target audience research conducted for this project. Zina, Taylor, and Erin. However, for the purpose of the report, all strategies will be developed around the primary persona - Zina. The other two personas have different characteristics and pain points of Big Brothers' target audience. All the personas are created for Big Brothers to take into account when creating future marketing strategies related to clothing donation.

An inbound marketing strategy has been designed for Big Brothers of Greater Vancouver called “Declutter For Kindness”. The campaign is designed to nurture Zina's demographic of the market into donors who actively reach out to Big Brothers, as well as generate valuable leads for future campaigns.

By implementing the Declutter for Kindness campaign, Big Brothers could potentially increase the number of leads generated per season, and incentivise donors to actively reach out to Big Brothers to make donations, rather than the conventional way of reaching out to past donors individually. By scoring each lead generated with the categories “Zip Code”, “Family Size”, “Likelihood to Donate”, “Quality of Donations”, “Quantity of Donations” and “Frequency of Donations”, Big Brothers will be able to rank leads by their value and make priorities for future campaigns. While the goal is to drive donors to Big Brothers, the lead score will also be useful when it is required to contact leads the conventional way for donations. Depending on the success of Declutter for Kindness, similar strategies could be implemented for future campaigns, seasonal campaigns or evergreen campaigns.