DIGITAL MARKETINGMarketing Component ObjectiveEmail Marketing: should consist of Customer Retention: draw traffic and delivera segmented database measurable resultsOnline Advertising: includes SEO Branding and Acquisitionand all placed ads on all platformsincluding Social mediaAffiliate Marketing: finder’s fee Sales and BrandingreferralSEO: this applies to each social Customer Retention, Acquisition and Awarenessmedia platform now, for Facebookit’s known as EdgeRankPPC: pay per click on each advert Customer Retention and Acquisitionrather than a set costSocial Media: best used for Branding and Participation and Awareness. Itscollaboration and engaging with general purpose is to allow users to becomeothers. Most content should be involved with the content creation anduser-generated, as posts should storytelling. The viral and shareable nature allowencourage participation. for rapid awareness. This process can be monitored through social analytics which is not necessarily linked to monetary returnORM: Online Reputation Customer Retention, Branding and ParticipationManagement refers to a process ofWebPR Acquisition and Branding
CREATING A STRATEGY Branding- who are we? Target Market- the needs and wants? Context Competitors- who are they?Social media is Get to know our market thoughcontinuously evolving, as engagement and tracking Continuewell as the application of Objectives Create awareness of our offerings optimizationthese platforms. It can be a Establish strategy around ourmatter of trial and error to USP-Location.establish what works bestfor our organization. Once readership is established and objectives are clarified secondary objective to support Value- main objectives should be Metrics exchange established to add value to Tools will be used as well readers. as qualitative metrics. E.g. goal: create awareness of all our services Tactics and secondary goal: get readers to evaluation share comments and make enthusiasts our ambassadors Tactics as mentioned in the beginning refers to elements used in the process. Social media platforms usage will be continuously assessed for suitability.
OUR AIMS Charterhouse aims to support the wellbeing and lifestyle of the Brothers.BRANDING Restore and maintain a landmark/ legacy and provide a vivid, engaging experience of AIMS a piece of London’s history. VALUES This is done by raising awareness of LOGO services we offer that sustain this initiative. SLOGAN OUR CORE VALUESCOLOUR PALETTE Caring for Brother’s and providing an TONE enjoyable retirement. KEYWORDS Legacy preservation goes hand in hand with charity associated with the founding. Community engagement and providing a greater service to public. Charity forms the basis of The Charterhouse
OUR LOGOBRANDING OUR SLOGAN Insert here: COLOUR PALETTE STYLE AND TONE Smart in general. Informal/intimate for Facebook, formal for LinkedIn et al. KEYWORDS: (positioning map, USP) needs to be established through consensus and research
ACQUIRE CLIENTS AND DONATIONS By building a strong and welcomingOBJECTIVES identity we can leverage social media to understand the preferences of our target Donations group and market our services/our cause.Engage Audience ENGAGE Awareness ROI. Interact with those interested in our organization through story telling and stimulating engagement AWARENESS Increase awareness through online presence, regular posts, tracking, monitoring, campaigning, linking various chosen networks and linking back to website and email marketing.
CORPORATES Highlight the exclusivity andTARGET GROUPS uniqueness of The Charterhouse as a location for corporate events. A multifaceted experience. EDUCATIONAL INSTITUTIONS The Charterhouse provides a wealth of history that is linked to a fascinating mix of iconic figures. The architecture, art and location provide beautiful insight to accompany learning. SOCIETIES Certain societies will have both direct and indirect associations with The Charterhouse and would value the location as a setting for events or meeting place.
TARGET PROFILE Interested in history, art, INTELLIGENT architecture, culture. Values heritage and learning. Warm- Care about people and hearted/CHARITABL community progression E Have made a difference in professional environment, ACCOMPLISHED community or the arts and seek to add value to the lives of others through involvement
CONTENT FOCUS CONTENTSTRATEGIES Stimulate engagement. Content should be educational, Content Focus entertaining, inspirational or promotional. Content TypePosting Frequency Demonstrate knowledge and thought leadership.Content Calender Establish ourselves as experts in the related areas (Charterhouse history, retirement and unique exclusive events). Consistent with the mission and culture of The Charterhouse. Maintain consistency in character, image, and personality with our organization-carried through each post.
CONTENT TYPE CONTENT 70/20/10 RATIO: 70% User orientated: Provide usefulSTRATEGIES information that caters to interests and needs of target audience. How- Content Focus to’s, academic debate topics, quotes. Content Type 20% Content from other sources-related articles/people/business e.g. TimeoutPosting Frequency listing of The CharterhouseContent Calender 10% Promotional offers for being a follower/sharing/checking-in/reviewing FREQUENCY OF POSTING Daily: Tweet daily. Quotes from Thatcher, Bishops, monks. Links to our posts Weekly: good articles, comparison dishes from chefs weekly special, tutorials Monthly: Timeline storytelling posts
CONTENT CALENDER: CONTENTSTRATEGIES Use Wordpress plugin or other online (access anywhere for admins) calendar utility to plan posts and track updating. CONTENT BRAINSTORM : Cook-offs Done daily for weekly comparison Weekly In another Brother’s shoes Related art/artifacts Weekly History of CH storytelling Interesting articles/literature In monthly posts Daily Famous/funny alumni quotes
Use it to: engage audience, connect with groups of similar interest and as a page connecting to all otherPLATFORMS platforms. Add apps for secondary engagement. Timeline to correlate Facebook with CH history Twitter LinkedIn Use it to: find audience through twitter searches Youtube and keywords. Daily updates with feeds linked Pininterest to Facebook and LinkedIn page. Answer Hootsuite booking and other enquiries. Use it to: create awareness of catering, event services and network with target groups. Start discussions and get involved in others.
Use it to: create photo collections to demonstrate potential designs of events- type of food, ambience, PLATFORMS visual history. Also to sell services and artwork (e.g. by Kat, Newble) by listing prices and website referrals Use it to: Rank in searches, attract circles with similar interests Use it to: encourage check- ins which relate back to Facebook. Set up donations schemes throughNOTE: Flickr and “:mayorship”. Where an amount of 4p is associatedYouTube to be added with check-ins and rewardedonce contributors are by us in an invite of sortsdiscovered
Use it to: Time posts, reach multiple platforms TOOLS simultaneously ANALYTICS TRACKINGCONVERSATION CMS Use it to: Blog or as PLATFORM CMS system. Comes with useful MANAGEMENT plugins that respond to changing landscape needs Use it to: track influencers/thought leaders within our scope. Track campaigns and effectiveness
RESOURCES Input: approve Input: creative content/storytelling direction/strategy/a topics and review pplication, posts in alignment research, posting, with objectives analytics Hours: 2 weekly Hours: 10+ weeklyDevelopment 1 internteam Input: PinInterest/Facebo Input: writing on ok posts of dishes topics of interest, for week-on-week table banter cook-offs conversation, photography Hours: 15mins daily (iphone pic) Hours: As wishedCatering Brothers andTeam staff
METRICS• FACEBOOK: MEASURE LIKES AND MENTIONS• TWITTER: MEASURE MENTIONS /TWEETS AROUND POSTS• WEB SITE TRAFFIC: MEASURE TRAFFIC TO THE WEBSITE BEFORE, DURING AND AFTER POSTS• SEARCH: MEASURE SEARCH RESULTS AROUND KEY TERMS BEFORE, DURING AND AFTER POSTS• CODES: USE CODES ATTACHED TO EACH PLATFORM AND PROMOTIONAL POST THAT SHOULD BE USED WHEN MAKING BOOKINGS.
GOVERNANCE• QUALITIES TO ADHERE TO: EVERY POST CARING, INSIGHTFUL, INPIRATIONAL, EDUCATIONAL. i.e. DEVELOP “CHARTERHOUSE FRIENDLY” STANDARDS• DESIGN, COLOURS, FONT TO ADHERE TO: GUIDELINES TO BE ESTABLISHED• TONE /LANGUAGE AND INFORMATION USED: GUIDELINES TO BE ESTABLISHED• HIERARCHY OF APPROVAL PROCESS:• CONTACT POINTS: HOW IT EXTENDS THROUGH “PLACE” ASPECT OF FOUR P’S IN MARKETING EFFORTS COULD BE ENCOURAGED AT EVENTS
SYSTEM OVERVIEW Brainstorm content relatedCommunity to assessmentManagers Post and respond Channels Track conversations Listen Assess Engage Videos/ Topics, Facebook Group 1 platforms tags Group 2 Topics, Email platforms Improve and exploreCommunity more options
OTHER • Developing donation APPCONSIDERATIONS • YOUTUBE CHANNEL (revenue aspect) to be created once a small budget or volunteer is discovered. • Videos of location, coffee discussions in documentary style • skills tutorials from brothers/staff