Goal: Identify friction points and align the team on a shared vision

We kicked off the project by interviewing stakeholders across Operations, Marketing, Education, and Development to see where users got stuck—whether entrepreneurs navigating boot camp enrollment or donors seeking clarity. We audited existing MarTech systems (Zoho CRM, Google Analytics) and the old website’s SEO structure, mapping every gap and friction point. This end-to-end snapshot shaped our initial strategy and guided us in building a unified project roadmap

Goal: Ensure transparency and structure in each project phase

From day one, we logged every step—onboarding, stakeholder interviews, media production, brand audits, and more—into a centralized project board. This included detailed UX design sprints, bilingual SEO copy, data deployments, training sessions, and final strategy handoffs. Each milestone aligned with the overarching plan, guaranteeing that deliverables remained laser-focused on RMMFI’s evolving needs.

Goal: Elevate and unify RMMFI’s “whole person” identity across all touchpoints

We refreshed everything: fonts, color palette, imagery, and language—emphasizing inclusivity and optimism. We revitalized RMMFI’s visual identity—colors, typography, voice—and built clear funnels for each major audience type: entrepreneurs, volunteers, and donors. The website was rebuilt to be accessible, bilingual where needed, and SEO-optimized from scratch. We spotlighted pillar pages (Boot Camp, Mentorship, Loans, Donors) to streamline navigation. Spanish-language content catered to bilingual communities, while new case studies and social proof added legitimacy to the “whole person” message. With a flexible, modern design, we made sure new site sections or sponsor logos can be easily added as the program grows. The result was a cohesive, engaging brand environment across the site and marketing materials.

Goal: Automate where possible, free up staff time for high-value tasks

By connecting Zoho CRM with Zoho Campaigns, we centralized all lead data, enabling advanced drip campaigns for new leads, donors, and event RSVPs (integrated with Zoom). We then created automations for new leads, volunteers, and alumni, and integrated Litmos portal into the website. By linking Zoho CRM to these channels, we eliminated manual funnel interactions—enabling better segmentation, re-engagement campaigns, and real-time analytics on lead sources. We also applied segmentation tactics—region, language, program phase—providing hyper-relevant messaging and reducing staff time spent on manual follow-ups.

Goal: Centralize RMMFI’s performance metrics in one place

We embedded robust conversion events in GA4 and tied them to Zoho CRM, ensuring each visitor interaction—from an ad click to a Boot Camp enrollment—was measurable. Real-time dashboards in Looker Studio offered clarity on social engagement, ad spend ROI, volunteer sign-ups, and more while heatmaps tools revealed user behaviors to refine user pathways and reduce friction Armed with user-friendly insights, non-technical staff is now able to spot trends and adapt strategies swiftly.

Goal: Build a mission-centric plan that positions RMMFI as a national leader. Attract high-intent prospects and expand brand reach

We ensured every initiative echoed RMMFI’s “whole person” ethos, always asking: “Does this empower the entrepreneur?” These guiding principles fueled a grand vision—to transform RMMFI from a local/regional microfinance nonprofit into a known force in equitable small-business development. By focusing on “Whole Person + Whole Business” and high-intent engagement, we established clear differentiators and high impact growth channels that will set RMMFI apart in the landscape.

One of those channels was content marketing. Through our “User Intent SEO” approach,  we steered content away from simple volume-based keywords toward queries that mattered most: microloan alternatives, coaching, and mentorship. We used a concentric segmentation strategy to guide each content tier—foundational education, regional/ persona-specific topics, and bottom-of-funnel comparisons—to capture entrepreneurs looking for immediate solutions.

Goal: Orchestrate multi-channel outreach and iterative improvements

We assembled editorial squads of Subject Matter Experts (coaches, loan officers) paired with the marketing staff to produce relevant, unified content. Distribution spanned RMMFI’s blog, social media, newsletters, local events, and more. With A/B testing and retargeting optimizing results, while a CEO-led branding push extends RMMFI’s visibility to LinkedIn and local press with continual feedback loops , we ensured the team stays nimble and effective for the long-term.

Goal: Empower RMMFI's team to independently manage and maintain the new digital ecosystem

To ensure smooth adoption and self-sufficiency, we provided comprehensive training to RMMFI's team. This included equipping relevant team members with the skills to manage the newly implemented platforms, workflows, and processes effectively. We facilitated knowledge transfer through detailed video documentation and hands-on sessions, empowering the team to sustain and optimize their new digital ecosystem independently.