AMA PDX Agency partners with non-profit organizations that address issues of economic funding access and racial injustice, including serving diverse populations and connecting businesses with marketing resources.

We worked with RAIN catalysts, Regional Accelerator & Innovation Network, to develop an in-depth Marketing Plan for the RAIN Capital Challenge venture program. A project helping connect underserved Oregon and Washington tech business communities led by female and BIPOC founders with capital for their start-ups through the Portland SEED fund.

This plan includes timelines, SEO targeting recommendations, social media campaigns, creative assets, email insights, and a landing page redesign to encourage leads/prospects to apply for the challenge.

Audience

Primary: Tech founders who are fund-ready

Scalable tech startups that are fund-ready. These companies are past the earliest stages of development and have a prototype product and have a product that can scale quickly. PSF aims to have 50% of their portfolio BIPOC + women-founded

Secondary: Women + BIPOC tech founders in earlier stages of development with their tech

The RAIN Capital Challenge will run through 2025, therefore, the campaign can also target earlier-stage entrepreneurs who may be fund-ready by the end of the Challenge. The goal of reaching these entrepreneurs is to provide education and build community.

Primary Channels

Timeline

The beginning to end journey in capturing high-quality leads

Optimize website

  1. Add page specifically about the Capital Challenge project + Fund

  2. Add an FAQs page

    1. Must include what kinds of businesses qualify for VC funding support via RAIN

  3. Add section about what RAIN offers entrepreneurs

  4. Add a resources page or section outlining existing resources

  5. Add a section that includes testimonials from entrepreneurs who have worked with RAIN

  6. Streamline the intake form, if possible

DATA COLLECTION + MANAGEMENT

Start collecting and auditing data (SEO, Google Ads, web analytics, and social media) regularly. Let this data inform marketing and communications decisions.

Current RAIN Capital Challenge page

SEO Strategy

Performed website SEO audit and pulled data on RAIN’s organic keyword ranking, metadata, page errors, and provided recommendations and best practices to improve metrics.

Problem: RAIN Catalysts website isn’t showing up in search results for relevant keywords/phrases

Solution:

  1. Update Information Architecture (Navigation)

  2. Clean up 404 errors & broken links

  3. Establish Meta description tags on all pages

  4. Optimize existing content with relevant keywords

    1. Create 2-3 blogs/articles a month 500 words or more

  5. Backlinks - from other websites such as asking for a backlink from the Portland Seed

  6. Inbound links - Links on own site point to other pages

Social Media Campaign

Created a yearly-monthly-weekly social media calendar for Facebook, Instagram, and LinkedIn, along with six graphic templates created in Canva.

Email insights

Email campaign ideas based on founder journey

Landing page redesign

Created a webpage outline brief, wireframe, and mockup for new RAIN Capital Challenge webpage redesign

Are you a tech fund-ready business?

Apply for funding today with the RAIN Capital Challenge!