Digital marketing is an important concept in the promotional activity of any organization. This is the concept by which organizations or marketers are able to promote the products and services among the customers by the various tools of internet. By the digital marketing, organizations are trying to establish and maintain strong relationship with the various customers. With the help of electronic media such as e-mail, social media platforms, and wireless media, organizations are able to advertise its products and services effectively. Digital marketing is now considered as the arrangement creative and technical aspects. This report is basically about the digital media marketing plan of a non-profit organization i.e. Share Dignity organization. This organization is Australian non-profit organization which is focused on helping women in the country. The organization is helping the homeless and needy women in the country and providing effective services to homeless women of all the ages. This digital media plan would be helpful for the company to make the women aware about the services that the organization is offering for the welfare of the society (Brace-Govan, Brady, Brennan, & Conduit, 2011).
Before developing and maintaining an effective digital media strategy, it is important to identify the specific goals for the organization. The organization should clearly identify what it is aiming to achieve by adopting new marketing strategies. In case of Share Dignity organization, the goals and objectives can be identified by setting SMART objectives. SMART objectives for an organization includes specific, measurable, achievable, realistic and time-bound. SMART objectives are related to the organizational goals with the marketing initiatives and campaigns. Having the appropriate objective is crucial to develop effective online networking technique for the business operations.
Specific-
For the Share Dignity, objectives with the digital media plan are increase donations from each of donor for the help of needy people, increase membership and retention of members, improve the awareness in the society for women related problems and increase lawful activities to address the issue of homelessness of women in the society (De Mooij, 2013).
Measurable-
Homelessness is the big issue in the society especially when it is related to women. People in the society must be aware about the current issues and problems of women and must take steps to address these issues. Share Dignity is trying to help those women and the company is trying to achieve the described objectives by adopting effective digital media platforms in the operations.
Achievable-
Above described business objectives can be achieved by the various digital media promotional techniques and campaigns with the help of media platforms. By using digital media tools i.e. company website, email, social media platforms and mass marketing, organization would be able to bring the women related issues among the people in the society. So, with the help digital media plan, the objectives are achievable.
Realistic-
Set objectives for Share Dignity are realistic as company is already focused on improving the level of women in the society. These objectives are next steps by the organization to make the society aware about the current issues and get help from them. With the experienced staff and the social media initiatives, organization would be able to realistically achieve the same objectives (Cadogan, 2012).
Time-bound-
The objectives are related to welfare of the society so; there would be some time limit to achieve the target. If there would be no deadline on a project then it would usually take longer to be completed. The described objectives would be achieved within 12 months as the digital media goals are a priority.
Traditionally, marketing is not considered as an integral part in the non-profit sector. But now, in the tough competitive environment in the non-profit sector, it is important to adopt effective marketing strategies to ensure the success of the organization. Sometimes, marketing strategies are essential for the survival of the non-profit organization. In current time, internet plays an important role in the marketing strategies. So, there are various marketing strategies take place in the digital forms. By the digital marketing strategy, Share Dignity would be able to ensure its efforts towards providing effective services to women in the society who are in need. Digital marketing strategy includes content marketing, social media marketing and email marketing. First of all, it is crucial to identify the people who are going to be targeted by the digital media plan (Cadogan, 2012).
Target market is the crucial concept in the service marketing as it is helpful in identifying the people who are in need. The organization basically wants to reach out to the helpless women as much as possible. For this manner, the organization will mainly focus on the rights of women in Australia. Women of all the ages will be targeted by the Share Dignity. The company is focused on providing the sanitary items to women so that they can manage their difficult time with the dignity. For this manner, organization targets the people in every area of society. Every member of the organization is focused on providing healthy and safe environment to those women who are homeless and face domestic violence. So, by the digital media plan, organization will mainly target government and general public for the fundraising and the volunteers who are willing to offer the services to the organization (Chakravarthy, & Coughlan, 2011).
For the Share Dignity, the positioning statement will be to improve the lives of women by providing them hygiene environment and better realization of their human rights in the society. Women with shelters had to face unthinkable indignities at the time of their monthly problems. They have to face a shameful and traumatic experience such as having to clean themselves in the public toilets and using paper towels and newspapers. Organization is trying to raise the fund from various groups of people to help such kind of women in the society.
To create awareness in the Australian society regarding the women rights, hygiene environment and fund raising, the organization will use various media tools in the digital media plan. Digital marketing for the non-profit organization basically includes three marketing i.e. content marketing, social media marketing and email marketing (Peñaloza, Toulouse & Visconti, 2013).
Content marketing is helpful in attracting more people as compared to traditional marketing. Now, the traditional media tools such as radio, television and magazines are losing their importance for advertising the services. There are some ways by which Share Dignity can create awareness among the society.
Developing story-
Before targeting the people, organization has to focus on the provided information to them. Share Dignity is focused on the welfare of women in the Australian society and the organization will provide all the information to the people related to rights of women on its website. By telling the actual story, organization would be able to tell exact issue to the people and consumers will be connected with the company with the openness and honesty (Armstrong, Adam, Denize, and Kotler, 2014).
Using SEO and key words-
Use of SEO and other key words would have strong impact to attract the people for the organizational objectives. Under the search engine optimization, company will use various webmaster tools to provide useful information to the target people.
Figure 1: SEO marketing
(Source: Share Dignity, 2017)
There are some effective social media which would be used by Share Dignity to make people aware about women related problems and fund rising. Some of the social media marketing tools are described below:
FaceBook-
Facebook is the most popular social networking platform to target the people for specific product or service. In order to create an effective message in the society, organization will use digital media techniques. It will also helpful for the organization in attracting the people for the services as compared to the competitors (Luttrell, 2016). On the Facebook, organization can post the messages in favor of women with the hash tag like #helpingwomen, or #raisingwomen or #empoweringwomen etc.
Online PR-
Public relations are very effective for the organization to manage the communication with the general public. Public relations will be the effective tool to create and maintain the image of organization among the people of the society. In the case of the organization Share Dignity, online PR would be able to maintain communication functions by the internet. In this manner, the organization will use some online platforms in terms of online PR i.e. social networking and blogs to interact with the public about the problems of women in society. So, it would be considered as very close to the social media marketing (Williamson, 2009).
Online partnership-
To promote the social activities and site, the organization will collaborate with other non-profit to raise the condition of helpless women in the society. In this manner, online partnership will be done by the organization. Basically, online partnership will include link-building, affiliate marketing, sponsorship, co-branding and more (Porterfield, Khare, and Vahl, 2013).
Interactive advertisements-
The social media platforms can also be used for the effective advertisements by the Share Dignity. Banners are media advertisements in the website would be effective for the interactive marketing. The online tools would be used to attract the target audience so the social awareness can be developed among the people of society. The advertisement on the online media can be like this (Buhalis & Neuhofer, 2012).
Figure 2: Online Advertisements
In the e-mail marketing, the organization will adopt opt-in list method. By this method, the company would make the list of email addresses of those people who have agreed to subscribe the mailing list. By the email marketing, the marketing managers will be able to send the every part of the marketing campaign such as brochures, newsletter, and promotions in the opt-in list. Email marketing would be helpful for the company to make the people aware about the actual condition of women by creating various advertisements. Posters and print advertisements can be sending to the target audiences so that they understand the need and women during their difficult time and donate for the welfare of them (Tuten and Solomon, 2013).
Figure 3: Email marketing
For the success of a digital media plan, it is important for the organization to implement the media tactics effectively in the time schedule. For the organization Share Dignity, there would be four quarter in which the digital media plan would be implementing. The description of all four quarters is as follows:
First quarter-
Share dignity will develop a marketing department along with the highly experienced team so that the marketing campaigns on the online media would be formalized for both short-term as well as long term objectives. Basically, brain storm and proper planning will be take place in the first quarter of the year. The marketing team of the organization will develop an effective online media strategy that would support the objective of the company i.e. raising fund and creating awareness in the society. Proposed strategy would be in a annual plan and would be included in the budget and program calendar.
Second quarter-
Share Dignity would effectively launch a new wave of awareness among the people towards the issues and problems which women have to face who are homeless. By the advertisements on the social media sites and blogs on the emails, organization would create awareness in the society. marketing team of the organization will not only create the awareness to raise the fund for the organizational activities by the long term strategy but also help the women by those funds to give them protection and shelter. By the social media, direct contact, public relations, advertising, research, design and mobile advertisements, team members of the organization would be able to send their message among the public. The advertisements will be displayed on the SEO, social media platforms such as FaceBook, Twitter, and Instagram because people are more active on theses platforms (Turnbull & Valla, 2013).
Third quarter-
Share Dignity will continue to create awareness by the digital media strategy and evaluate the progress on time to time. This stage would be basically ‘taking step back and looking at the big picture of society’. In the third quarter, the organization will move ahead with the developed strategy. Third quarter is related to the mission and objective of the organization. The market team will be managing the accurate budget incurred for digital media plan, tracking the invoices and analyzing the efficiency of the digital marketing programs.
Fourth quarter-
Share Dignity is now in its last quarter of implementation and need to push the strategies to raise the fund for the further activities. The organization will push hardest in this quarter to attract people and investors. This is the most crucial quarter as the effectiveness of the digital media plan would be analyzed in this quarter. By finishing strong, organization would be able to start strong in the next year. This quarter is all about being aggressive and working with more energy to create awareness in the society (Roger, 2013).
So, by focusing on the quarters and dividing the plan would be helpful for the organization to operate properly in the society. It is well known that organization is operating for the well being and security of women. But, it is a non-profit organization so it is seeking for the fund from the government, charity of people in the community. Implementing the media plan would be very effective for the organization to create awareness among them and raise the fund for the social development.
It is not only effective to develop a digital media plan to create awareness and implement it, but also it is crucial for the organization to evaluate and control that plan on time to time. Evaluation of the proposed media plan will be done in the different parts i.e. before the campaign, at the time of campaign procedure and after the campaign. First evaluation would be evaluation of the concept and objective of the organization. This evaluation would provide the basic idea of the online media campaign and would ensure the accuracy of the idea of campaign. By the evaluation, organization would be able to identify that the proposed strategy is right or not. In the evaluation of first stage, the media campaign would run in some area of the society in which the condition of women is seriously not good. Further, the response of people in the society will be analyzed effectively (Tsekouropoulos, Andreopoulou, Koliouska, and Katsonis, 2013). This overall evaluation will be take place before starting the campaign. Next evaluation will be take place during the media campaign. In the second evaluation, performance of the campaign along with the awareness message would be analyzed to know that how much the message is effective on the target audience. Further, after the completion of the campaign, evaluate testing would be take place. Under this testing, the success of the campaign would be identified. By this evaluation, it would be observed that the campaign is successful in identifying the set objectives or not. Basically, the success or failure of the digital media plan would be evaluated by this method (Macedo & Pinho, 2006).
Tight controls would be measured closely by the organization Share Dignity. By the customer out-reach and two-way communication with people in the society, organization will try to raise the fund to help the needed women in the Australian community. With the effective advertisements and campaigns in various regions of country, organization would continue to provide shelter to the helpless women and provide sanitary packs to them during their difficult time. Team of the organization will also keep a close eye on raising the fund for the help of these kinds of women. Along with this, forecasting towards the culture and using strong points of the society would be helpful for the organization to be prepared for the future. Share Digital is seeking for more fund as it is a non-profit organization so that it can help women effectively and improve their status in the society (Alam, 2014).
Conclusion
This report is based on the digital media marketing plan for a non-profit organization named Share Dignity organization. The organization is really doing a good job as it is working for those women who are homeless. Such women use public toilets during their difficult time and that is not good for their health. Organization understands their needs and provides them services based on their requirements. This report basically describes the role of digital media in the business. From the above discussion, it is observed that world is becoming digital and people are more active on the online and digital media platform. Objective of the organization is to raise the fund for their operational activities so that those funds can be use for the help of the needy women. Along with this, organization is also seeking to create awareness about the situation of women in the society so that the condition of the women can be improved in the Australian society. So, organization is taking the advantage of digital environment and social media platform to create awareness among the people of the society.
References
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