Prepared by: Joshua Ryan Weaver Date: April 24, 2025

Overview

The Queer Trans Project (TQTP) is a Black- and Trans-led nonprofit organization dedicated to providing free gender-affirming resources and building systems of support for trans and nonbinary communities across the U.S.

As an agile, mission-forward entity operating in a challenging cultural and funding environment, TQTP is seeking to scale its visibility, deepen supporter engagement, and strengthen the infrastructure required for sustainable digital outreach and community activation. This consulting engagement is designed to meet those needs with targeted, insight-led support across SEM, SEO, conversion infrastructure, and partner ecosystem development.

The objectives of this engagement are to audit, optimize, and expand TQTP’s digital footprint, ensuring that its programs, resources, and mission-driven storytelling reach the right audiences, whether trans individuals seeking affirming tools or potential donors looking to contribute to systemic change. Through a combination of hands-on execution, strategic guidance, and reporting insights, this scope aims to bridge technical execution with movement-aligned marketing.

Key Goals

• Improve the discoverability of TQTP’s Free Gender-Affirming Garment Program via intent-based search.
• Activate the full potential of the Google Ad Grant, turning passive impressions into high-impact conversions.
• Audit and enhance SEO foundations across both technical structure and content development.
• Strengthen list growth and donor acquisition through optimized funnel mapping and email infrastructure.
• Evaluate and optimize TQTP’s email marketing, content management, and customer relationship management system stack for long-term scalability and accessibility.
• Provide strategic counsel and outreach support to help build, re-engage, or leverage partnerships with ally organizations and creators.
• Deliver actionable insights and recaps that inform organizational visibility, reach, and ROI without overburdening staff bandwidth.

Why Josh

I bring to this work not only over 14 years of integrated marketing experience but also a proven track record of transforming purpose into performance. From leading a $5.5 million omnichannel LGBTQ+ antidiscrimination campaign at The Ad Council to executing a complete rebrand and digital growth strategy for The Trevor Project, my career has been built on bridging storytelling, data, and deep audience insights. I’ve assisted some of the most mission-driven organizations in sharpening their messages, expanding their reach, and building systems that sustain impact over time.

More importantly, I understand this moment. As a Black, nonbinary marketing expert, I bring lived experience that informs my approach to everything from SEO copy to influencer outreach. I know how to operate within compliance-heavy contexts while advocating for bold, inclusive visibility. I don’t just want this work to perform—I want it to protect, empower, and uplift. Collaborating with TQTP aligns not only with my skill set but also with my values. I’m here to support from the inside out.

Engagement Summary

This engagement is designed to provide both immediate benefits and long-term infrastructure support for TQTP’s digital and growth strategies. For a mission like TQTP’s—rooted in equity, urgency, and care—this approach delivers hands-on support from a strategist who not only possesses technical fluency in Google Ads, SEO, and conversion funnels but also brings lived and professional experience in leading LGBTQ+ and social impact campaigns.

As a former VP of Marketing at The Trevor Project and the current Campaign Director at the Ad Council, leading the $ 5.5 million Love Has No Labels BRIDGE campaign, I bring a sharp eye for attitudinal segmentation, high-performing content, and donor growth storytelling. This isn't just a consulting remit—it's a collaboration rooted in shared values and strategic clarity, aiming to help TQTP move from surviving visibility to sustainable growth.

Engagement Details

• Structure: Retainer-based consulting agreement
• Term: 3 months minimum with a 30-day cancellation clause
• Retainer: $3,000/month (~40 hours/month)
• Initial Deposit: 50% of the first month’s retainer due upon signature
• Deliverables: Rolling and responsive to organizational needs, with monthly recaps and the option for ad hoc performance reports
• Point of Contact: Alexis G. Williams (TQTP), unless otherwise designated
• Tool and Platform Use: Josh will evaluate, configure, and set up any relevant digital platforms or tools as approved by the team. TQTP will cover the cost of premium tools (e.g., SEMRush, UberSuggest, HubSpot).
• Ownership & IP: All strategic, creative, and operational outputs are wholly owned by The Queer Trans Project.

Scope of Work

Each service area below is designed to directly support TQTP’s mission of visibility, access, and empowerment for trans and nonbinary people across the U.S. While the work is highly collaborative and iterative, each scope component is supported by clear objectives, strategic rationale, and an execution plan that balances agility with long-term value.

1. Search Engine Marketing (SEM via Google Ad Grant)

TQTP’s access to the $10,000 per month Google Ad Grant represents a powerful yet currently underutilized opportunity. This workstream will focus on activating the grant’s potential, not only to drive traffic but also to connect with people in moments of need—whether they are looking for a free binder, seeking affirming language, or wanting to support trans-led movements.

Strategically, this isn’t just about impressions; it’s about reach that converts. This means building campaigns that comply with Google’s Ad Grant structure and center on trauma-informed, action-oriented messaging. Data, optimized for performance, will support all campaign development and be regularly maintained to ensure compliance.

Included Services

• Comprehensive audit of the current Google Ads structure and account health
• Grant compliance review and restructuring (if needed)
• Copywriting that is affirming, accurate, and impact-driven
• Intent-based keyword research specific to trans and LGBTQ+ search behaviors
• Conversion tracking implementation and dashboarding
• Ongoing campaign management, pacing, and ad rotation

2. Search Engine Optimization (SEO)

TQTP’s ability to organically reach people relies on strong technical hygiene, compelling content, and a clear taxonomy of services and resources. This track will build on a foundational SEO audit that assesses both technical and on-page elements.

While backlinking and external placements may be explored in the future, the near-term focus is on strengthening what TQTP owns—its site, its stories, and its meta-layer. This includes both back-end optimization and the launch of content tools, such as a blog or story repository, which help signal relevance and enhance long-tail discovery.

Included Services

• Complete SEO audit (technical + content)
• Google Search Console configuration or repair
• Metadata optimization, internal linking, and accessibility tags
• Strategy for on-site content equity: blog/editorial launch, keywords, headings
• Optional integration of low-cost tools like Ubersuggest for sustained insights

3. Website Updates and Optimizations

For many small orgs, the website serves as both the front door and the living room. It’s where people discover, decide, and deepen their connection to the work. TQTP’s site should not only reflect its mission—it should move people. This track ensures the web experience is accessible, affirming, and action-oriented.

This scope does not position me as a web developer, but rather as a strategist and content architect with fluency across WYSIWYG platforms and light technical skills. Whether the site is built on Wix, Squarespace, Hostinger, or another content management system (CMS), I will optimize it based on current capabilities while highlighting future opportunities for replatforming or refreshing.

Included Services

• Audit of site performance, UX/UI patterns, and brand consistency
• Consultation on homepage hierarchy and primary navigation
• Recommendations for accessibility improvements (color contrast, alt text, ARIA tagging)
• Wireframes and content plans for key pages (Home, About, Programs, Blog, Donate)
• Editorial support for landing pages or mission-aligned storytelling sections
• Identification of content gaps and SEO opportunities
• Integration opportunities across CMS and other tools (GA4, EMS, UTM tracking)
• Recommendations for CMS upgrade or replatforming (if applicable)

4. Conversion Infrastructure + Growth Systems

Many trans-led orgs lack the time and tools to optimize how audiences move from awareness to action. This scope area ensures that once users discover TQTP, whether through search ads or SEO, they encounter streamlined, affirming user experiences that drive outcomes such as kit requests, email sign-ups, or donations.

This is about building connective tissue between platforms and campaigns. From EMS (email marketing) to CMS (content marketing) to CRM (customer and audience relationship management), this phase ensures that data isn’t just collected—it’s activated.

Included Services

• Audit and optimization of TQTP’s email marketing systems (EMS)
• Diagnostics and improvement recommendations for CMS/CRM systems
• Conversion funnel architecture (landing page UX, CTA flow, tracking tags)
• EMS/CMS/CRM alignment and integration (as needed)
• Recommendations for tool upgrades (e.g., HubSpot and UberSuggest, as warranted by scale and budget)

5. Strategic Partnerships + Ally Engagement

TQTP’s work deserves amplification from more established orgs, brands, and creators who share an equity-driven perspective. This part of the engagement seeks to create meaningful visibility and cross-pollination while avoiding overpromising outcomes.

As someone with direct ties to many relevant prospective partners, I will endeavor to facilitate warm introductions and strategic outreach that open new doors. This may also include cold outreach to brands or creators aligned with TQTP’s mission and aesthetics.

Included Services

• Mapping of potential partners across nonprofit, media, and influencer categories
• Full faith outreach to aligned organizations and individuals
• Contact tracking and reporting
• Creative ideation for shared campaigns, posts, or promotions

6. Measurement + Insights

Measuring impact not only demonstrates value but also aids in guiding informed decisions. In this track, we will co-develop meaningful KPIs that align with TQTP’s goals. I will provide monthly performance reports, along with optional dashboards or visuals that can be shared internally or with funders.

This approach ensures visibility into what is working while remaining nimble enough to pivot and evolve based on real-time learning.

Included Services

• Co-development of KPIs (SEM, SEO, conversion, list growth)
• Monthly recap reports with insights and next-step suggestions
• Ad hoc reporting for board or grant purposes
• Optional setup of dashboards (Google Sheets, Looker Studio)

Roadmap and Timeline

A 90-day runway enables us to establish a strong foundation for long-term digital growth while generating early momentum and showcasing value. This roadmap is organized to ensure that core tools are not only audited but also launched within the first month, creating a quick and stable base for ongoing optimization. The web experience is closely aligned with the advertising and conversion flow, so enhancements to TQTP’s site will commence in parallel with campaign deployment.

Phase 1: Audit, Setup & Launch (Weeks 1–4)

• Kickoff meeting with Alexis and the team
• Provision access to all platforms: Google Ads, GA4, Search Console, CMS, EMS, CRM
• Conduct complete audits of:
• Google Ads (structure, spend, targeting, compliance)
• SEO (technical, content, metadata, links)
• Site performance and conversion UX (including homepage structure and mobile responsiveness)
• EMS/CMS/CRM configurations and connections
• Initial setup and reconfiguration:
• Launch/optimize initial Google Ads campaigns
• Implement conversion tracking and Google Tag Manager
• Fix critical SEO issues (metadata, canonical tags, headings)
• Deliver email capture and funnel improvement recommendations
• Begin web updates: assess homepage flow, add UTM tracking, revise CTAs
• KPI planning and dashboard scaffolding

Phase 2: Optimization & Strategic Execution (Weeks 5–8)

• Refine Google Ads campaigns (audience segmentation, copy testing, bid strategy)
• Continue SEO enhancements and monitor indexing improvements
• Draft and deploy editorial/blog content
• Optimize EMS/CMS integrations and back-end settings
• Implement prioritized web content updates, starting with About, Programs, and Donate pages
• Begin formal partnership outreach with orgs and soft leads
• Launch the reporting suite and strategic recap templates

Phase 3: Expansion & Impact Planning (Weeks 9–12)

• Publish and promote new site content aligned with SEO themes
• Second round of Google Ads expansion (new ad groups, extensions)
• Complete remaining web refinements (e.g., accessibility, alt text, page speed)
• Deliver a full campaign performance report with an insight narrative
• Conduct the second wave of partnership outreach and creator alignment
• Adjust the roadmap based on metrics and team input
• Present long-term strategy brief or roadmap v2

Additional Details

This engagement adopts a hands-on, consultant-led approach. Although team training is not a formal deliverable, strategic documentation and high-level guidance will be provided throughout to ensure organizational continuity and the long-term usability of any implemented systems.

All recommended digital tools will be selected based on TQTP's scale and current system stack, and the implementation of new platforms will proceed only with team approval. Access to key platforms will be required upfront to ensure a timely and effective launch.

Billing + Contract Terms

• Invoicing: End-of-month or semi-monthly (client preference)
• Initial Deposit: 50% of the first month’s retainer due upon contract signature
• Ownership: All deliverables and strategic materials are wholly owned by TQTP
• Training: No formal team training is included, but high-level strategic guidance and documentation will be provided to support operational continuity while maintaining consultant-led execution

Access Required (Upfront)

• Google Ads + Google Analytics (GA4)
• Google Search Console
• EMS platform (e.g., Mailchimp, Givebutter)
• CMS backend (e.g., Wix, Squarespace, WordPress)
• Any CRM platforms in use (e.g., HubSpot)

Tools + Tech Recommendations

Josh is open to setting up platforms not yet in use, provided the TQTP team approves them. TQTP must cover any costs related to premium tools.

Suggested Tools:

• Ubersuggest – cost-effective, accessible keyword and SEO tracking
• SEMRush – deeper feature set for competitor and SEO analysis

Stakeholder Contact

• Primary Point of Contact: Alexis G. Williams (unless otherwise updated)