Our Team

• Adeline Liem: Content Strategist

• Hasmineh Sinani: Marketing Strategist

• Ani Sancianco: Marketing Strategist

• Jaimelyn Cruz: Visual Designer

• Table of Contents

Our Non-Profit

<aside> 🌸 La Chula Crew is a woman-owned nonprofit on a mission to empower women and families in need. They are based in San Diego, California, where they offer services such as food and clothing drives, support groups, and protection tools - much of which relies on the support of volunteers. Ultimately, La Chula Crew aims to give back to the community by empowering others and fostering a sense of community.

</aside>

The Key Problem

<aside> 🔑 We identified certain areas where La Chula Crew had the most room to improve, especially in their social media platforms and community outreach.

</aside>

• The website had a solid structure and layout, so we decided to focus on improving the Instagram account. However, we decided to also improve the website’s sitemap, as we found it wasn’t being indexed properly.
• We found that La Chula Crew’s Instagram account lacked a strong brand identity, with key colors and logos being minimally incorporated. Content on the Instagram page was also inconsistent and lacked structure.
• Finally, in-person events were struggling to maintain a consistent number of volunteers, and some of the Crew leaders found themselves stretched thin. There were several individuals who were consistent volunteers, but La Chula Crew needed a reliable way to connect with their community and receive feedback.

The Solution

<aside> 💡 After discussing La Chula Crew’s both long and short term goals, our team decided to focus on two main goals for the marketing plan.

</aside>

• Because La Chula Crew’s services are so dependent on volunteers, we needed to develop a plan that increased volunteer consistency and retention. This would be crucial to not only building a sense of community among the Crew, but also maximizing La Chula Crew’s impact.
• Secondly, we also aimed to strengthen La Chula Crew’s social media presence by establishing consistent branding and templatizing posts. This would help create a more formal structure on one of La Chula Crew’s most important platforms, and help users find out about services and volunteer opportunities.

The Process

Insights