Project One Four was founded in 2008 by major league pitcher David Price as a charitable organization dedicated to making a difference in the lives of youth. The organization’s efforts focus on supporting community programs and organizations that promote growth in youth through learning life skills in a safe and supportive environment.
Project One Four makes a difference in the communities it supports through undertaking projects of its own, most notably the $1m Miracle Field Project in David’s own hometown of Murfreesboro, TN while also acting as a clearing house for donations to support other worthy philanthropic organizations.
Project One Four raises funds through a mixture of individual giving and charitable auction of items generously donated to David by other players and teams within Major League Baseball. Those items are auctioned and the proceeds go to Project One Four for redistribution.
Project One Four had originally approached Conduit in their journey to replace their Digital Marketing Agency. The Board at Project One Four was looking to consolidate their digital experience and technical management of their web properties while also looking for ways to better enhance the organization’s visibility and impact through digital.
Early in the partnership with Project One Four it became clear that there were several obvious areas for improvement which would help ensure the organization could both increase its visibility, efficiency and scale with a more reliable Martech deployment.
In understanding both the current challenges Project One Four faced in conjunction with its massive upside opportunity to do more for people in need, both parties proceeded with a new holistic strategy.
Conduit Innovation proposed a Brand Strategy that featured a multi-pronged value proposition designed to appeal to as many prospective donors as possible though the following:
A systematic approach to redefine, realign, reimagine your organization.
SMARTech Convergence is the long-overdue integration of business goals, customer needs, Sales, Marketing, and Technology operations to acquire and retain customers.
Conduit and Project One Four would then proceed forward with the focus of treating the organization’s website as a singular point of convergence for all traffic.
As the final tactical plan was being prepared, both parties agreed to a series of overarching goals. Anyone hearing about Project One Four; whether though philanthropic reasons or by virtue of the auctions would come to the Project One Four website and immediately understand the following:
What does your website and the glass bank have in common? More than you think.
Once achieving consensus on the high-level goals, efforts began to lay the necessary foundation for success:
With this strategy in place, Project One Four is well situated to successfully solicit up to 400% more new donors to ultimately make a difference in the lives of thousands more people in the process.
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