The website is the face of Yellow, so we want to make sure everything on it is cohesive to the brand image. Research shows that 75% of consumers have admitted to making judgements about a company’s credibility based on their website. We have come up with several strategies to make sure the website is doing everything it can to tell the story of Yellow.

Logo

We believe that a logo is very important to a company as a simple image can become synonymous with the brand. The logo can appear on social media posts, on site titles, even on Team Yellow merchandise.

Some example logo ideas are included in the presentation. Ideally logos are simple and can be recreated easily.

Main Page

The other most important thing is the main page of the site. Since data shows that users spend an average of 0.05 seconds to decide if they like a site, we think it’s a good idea to have information as organized and easily reachable as possible on the main page.

A possible alternative to the gear icon drop down menu is putting links to all the pages on the moving carousel bar on the home page so everything is right there without needing to click or scroll.

Another idea we had was to reword the Manifesto slightly.

While it is fantastic to have the idyllic definition of the meaning of Yellow on the site, we think adding some information about what Yellow does as well as partnership mentions could make it easier for users to understand the story of Yellow better.

A possible rewording of the Manifesto emphasizes Yellow’s mission of evening the odds through education as well as the five key principles of the approach. We have also included mentions of your previous partnerships with companies like Amazon and the Walton Family Foundation as studies show that people often base credibility of a company by the types of partners they have worked with.

Yellow is an ecosystem for change. We believe in using interconnected activities that embrace entrepreneurship, creativity, and communication, to uplift children and the community.

At Yellow we are breaking boundaries by changing the way we educate children, bringing life skills and creativity to the forefront of learning. Learning is made hands-on and relevant, aligned to both the future of work and to the unique motivations, interests, and aptitudes of the child.

We focus on five key priorities to transform education and teach for the future. We believe the concept of remedial can be harmful to children by penalizing individually and difference. We want to uplift and embrace our youth by revolutionizing teaching. We encourage children to be innovators and change-makers, helping them bring their ideas to life. Physical well-being represents one of the most critical building blocks for learning. This includes what we eat, and our ecosystem approach will serve the comprehensive well-being of children and families, nourishing our youth. Lastly, we see the value in community. An ecosystem of interconnected people who can work together to uplift children.

A big part of our journey has been through partnerships like Adidas, Amazon, Walton Family Foundation, and Geico.

As a nonprofit, we understand that getting donations is one of the most important things to Yellow. That’s why having the donation link higher up on the main page, could make a difference in whether a user actually donates or not. It could be a pop up icon, a tab at the top of the page, a horizontal bar or clickable picture.

SEO

Having a high Search Engine Optimization score is crucial to having a successful website. When we were looking for Yellow’s website initially, we found that it gets lost in the millions of other things that get pulled up when you type Yellow.

Here are a few resources for analyzing and building a good SEO score so the website appears as high up in as many searches as possible:

5 Ways to Improve SEO ranking

Check your SEO score

SEO traffic analysis tool

To have a healthy SEO ranking, it’s important to use relevant keywords that appear in your site content and to constantly analyze your website traffic, to make sure users aren’t falling down rabbit holes.

Example websites

The following are examples of a few websites that do their main page well:

https://www.omelet.com

https://leoburnett.com

https://www.feedingamerica.org

https://www.stepupforstudents.org

Other ideas

Add some pictures of Pharrell with the kids. Put in some resources for parents and students

Add a “sign up for emails” popup that appears when you scroll on the main page, which makes it more likely for people to subscribe. I did this when I was coding the website at We The People and subscriber count went up by almost 19% over the semester.

Put links to the website in the social media posts

Add some branded video content to the website from social media, particularly TikTok

In today’s world, social media is the most powerful tool we have to reach audiences and build awareness for Team Yellow. We have outlined a few growth strategies that will help bring in donations, increase engagement and spread the word about Yellow through organic, unpaid outreach marketing.

Data shows that an average of 4.4 billion people use social media every day, for an average of 2.5 hours.

We know that social media influencers such as La’Ron Hines, What On Earth and Austin Chiang MD have massive platforms that engage thousands to millions of followers. Collaborating with appropriate influencers is a good way to reach these audiences, especially the younger crowd and get them interested about Yellow.

Possible content ideas

Posting "Day in the Life" of teachers and students.

Have kids do trending dances, include teachers, parents and collaborations with famous TikTokers (La’Ron Hines is a good potential partner).

Running social media campaigns that cross several platforms and collaborations. An example is #PaintTheTownYellow that will involve the hashtag, live Instagram videos calling for donations and have kids painting items around the city yellow.

Make posts that are interactive (ask questions, make polls, swipe up to links).

How to post

Have a social media post calendar that will drop content on a routine basis.

Apps like Buffer and Later have social media post calendars that schedule posts across all the social platforms that are linked on the app.

Growth on TikTok is based on volume of posts, the more you post, the more your content will be pushed out to bigger and bigger audiences.

There are certain times of the day that are ideal for posting to get as many views as possible

o Facebook - 8:00 AM to 12 Noon on Tuesdays and Thursdays

o Instagram - 11:00 AM on Wednesdays

o LinkedIn - 9:00 AM on Tuesdays and Thursdays

o TikTok - Tuesday: 7AM, Thursday: 10AM, and Friday: 5 AM

o Twitter - 8:00 AM on Mondays and Thursdays

Pharrell’s involvement

Post TikToks, do Instagram lives calling for donations, share promo videos, do concerts and events coordinated with Yellow.

Finding a unique voice without Pharrell

This could be done through finding new partnerships and focusing on building Yellow as its own brand (making Yellow merch, growing social media accounts, etc.).

Potential celeb partnerships

La’Ron Hines makes witty TikToks that involve preschoolers. His videos are funny and honest but informational at the same time.

Millie Bobby Brown has a younger fanbase. She’s a Goodwill Ambassador and the youngest person to receive a UNICEF (United Nations International Children’s Emergency Fund) award.

Nicki Minaj has a history of donating money to Indian villages, paying for fans’ college tuition and working with underprivileged children.

Chance the rapper has his own nonprofit called Social Works. His charity focuses on empowering young people through arts, education and civic engagement.

Due to Yellow’s need to fundraise to build the school, we have come up with a detailed approach to fundraising strategies.

Special events

Sponsor a kid: as it costs $16k to send a kid to Yellowhab, sponsor a kid could help offset that cost. The sponsor would be matched with a kids and get updates on the child’s progress through video calls, letters, pictures, etc.

#PaintTheTownYellow: this would be part of a social media campaign. It would include a partnership with Crayola as they are passionate about creativity in education. With city permission, kids will paint things yellow, like sidewalks, fire hydrants, murals and park benches. Each item painted will come with a $5 donation and Crayola would match the total money raised.

[Matching donations is important because studies have shown that 1 in 3 donors reported they would give larger donations if they knew it would be matched]

Partnerships

General Mills: doing Box Tops for education will provide a consistent cash flow. This partnership could also include banquets and catering.

Hilton Family Foundation: they are passionate about helping children in underdeveloped communities. They have programs for middle and high school, but a partnership with Yellow could start a elementary school program.

Adidas: leverage past connection with them to make another fundraising program on their website. For this fundraiser Adidas would have a tab on their website for a week that linked to yellow Adidas apparel. A portion of the proceeds would go to Yellow.

Walton Family Foundation: use this connection to start a partnership with the Hilton Family Foundation.

Amazon x Crayola: the past partnership with Amazon could be leveraged into starting a partnership with Crayola.

Online donations

Average donor in US is about 64 years old. Emails tend to incentivize them to donate the most.

Social media can be used to raise donations from millennials and Gen X.

A good time to donate is during the holiday season. An End of Year Giving Campaign could include Giving Tuesday that expands into all of December. 30% of donations for the entire year come in December. 10% of donations from the year come from the last three days of the year.

We have come up with a few special project ideas to help raise resources for Yellow as well as help parents be more involved as that’s a key aspect in retention.

Earned media coverage

To get earned media coverage, Yellow could hold a book drive sponsored by Amazon. The drive could be held at a local bookstore or library.

A back-to-school drive could also help raise supplies for kids

Guardian involvement

Having guardians be in tune and present for the kids is a known way to abolishing remedial and helping retention rates for kids.

A One Size Does Not Fit All approach to education is shown to help improve communication, strengthen school-home partnerships, abolish remedial and boost retention rates. Research shows that a major part of this is to have the guardian be in tune and present.

Guardian involvement would include hosting more frequent parent-teacher meetings, monthly coffee chats to open lines of communication and creating a Parent Center which would be a safe space for teachers, students and guardians to interact.