My digital marketing strategic plan for Aumora Foundation.

1. INTODUCTION
Aumora foundation is officially started since 2012 mainly. Itwas my client (Mr.
Mojammel hoque)’s major dreamthat he will help out the poor especially elderly
who haveno one to take care. Then little at a time he was helping his village
people in Nitai village, city Natore, of Bangladesh. Then he was giving money to
studentwho needed to study into institute for scholarship and who wanted to do
further studies in specific field. Then slowly he increased people to givethe
money to. He also was giving to the elderly who can’t work. Then he used some of
his property land in Natore of Bangladesh to make a medical Clinique and some
part of the land he gaveit to the Bangladeshi governmentas a donation for a
schoolmaking project. So the governmentwill use it to make his land as a public
school. But all this charitable process requires lots of manpower, money and
marketing to get this foundation broader and open to the world. Although, in this
Foundation his brother that lives in Bangladesh doing big role in helping him out
to make this Foundation successful. This projectis still ongoing project and by
2015 hehas collected some donation and he still need money and manpower to
make this projectmore valuableto the public. Plus, he need to add detail works
like opening a bank account for this foundation’s charitableaccount wheremoney
will be collected and to be payed to the poor needy people, also some money to
be used for moregrowth or building foundation and equipment for medical
Clinique. Develop moremedical facilities. Also he need to hire free doctors and
equipment’s for treatment, and many moredetail work there to be done. For all

2. these work he need money and my job is to do digital marketing plan that explain
how he will get viewers attention for to come forward and help out by donating
money and be heard fromthe public and will recognizethis Aumora Foundation.
So, Mojammel Hoque was inviting his relatives and colleague through their
Facebook link, email to his friend and colleagues, also did somefundraising
awareness programmer. His websitenameis www.aumorafoundation.weebly.com
So, as digital marketer, I need to help my client by setting up a DigitalMarketing
Strategic plan. These plans are:
 Situation Analysis (Using SWOT analysis)
 Objectives
 Strategies
 Tactics
 Action and recommendation
 Summary/conclusion
Situation Analysis
Aumora Foundation isa non-profitorganization and itis build by one person and
help from his brother. Hehascreated this foundation byhimself and a little help
from his brother Mr. EnamuelHoque and 21 local villagers to set up this
foundation. Working for Aumora foundation, whereheis spending most of his
salary money and some propertythat wereleft in Bangladesh to help this
foundation. Then lastyear in the donation he got some money which he used to
make moredeveloping on the medical clinic. He is paying for graduatestudent’s
allowancefor further studies, school children, elderly poor people, and scholarship
program. Nowheis requiring some volunteer medical staffsand doctorswho will
treatthis less fortunepeoplefree. He requiresso much money not just for these
programsbutalso for the medical Clinique and stuffshiring and giving them
salaries, money for medicalequipmentand notto mention increase money for
allowances as well to benefit these variety group of poor needy people. Also, he
didn’topen anypublic trustaccountwhere people will donate. So thereare lot of
work still to do make this organization moreprogressfulland public awareness.
But beforeanything, weneed to plan for a digitalmarketing strategic plan to see

3. how can my client Mr. Hoquegets markets attention for this foundation? By doing
SWOT analysis
We need to find our:
Strength: Our strength is public. Cause public alwayscomes forward toward these
kinds of charitablefoundation types of organization. Theyarevery sympathised by
these type of work. Peopleusually come forward morewhen they see helpless
people like old unfortunatepeoplewho have no place to go, children with no
shelter, food, clothsand education.
Weakness: Our weakness is our financial problems. Asthis is a non-profitable
organization. Thatmeansno supportat all only Mr. Hoque supporting from his
income and few supportcoming from his propertybackhome, he using those
propertiesby distributing to use some to make medicalclinic, some to make
school. Other than that he has no help in anywhereto get supportfor his
organization. Plus, thisorganization justthe beginner, so not enough charitymoney
to back his organization.
Opportunity: Our main opportunityis to use digital marketing to help Mr. Hoqueto
have as much publicity as possible so he can haveseen by people who haven’t
even seen yet., e.g. government, help awareness communitywho gives back on
this type of organization and religious communitiesas well. So his media
communityhas full fill our goal. Using moreemailing, Facebook, community
newsletter, or as normalnewsletter to make seen frontof the world.
Treats: Since this foundation isnot a brand notservices type of a business so it has
no competition againstanyone. So, thereforeno threats. But, onlythreats can be
that only local communitypeople only comeforward and pay donation time to
time. I mean therecould be notenough public involvement.
Objectives:
1. How we will get public attention? Who will be our immediate view?
2. Not enough money so how we do these online marketing?
3. Our main option media marketing, how will we use this technology?
4. Other foundation may already be using this tactic to get public attention.
How will our foundation will get public’s maximum attention?

4. Situation is this that Aumora Foundation is a non-profitcharitable foundation. It
has no financial support. We haveto be very tight budget but good marketing to
get our goal set. Then what is our goal? Our goal is to useas less money payment
involved and more publicity as fromsmall organization to a big organization. Once
he launched charitable fundraising dinner to pick up his raise againsthis public
awareness on this foundation. In that awareness programfew people did come
forward to help on donating money. By doing digital marketing strategy will give
his foundation more benefit.
Find him good publicity by using SEO, SEM and SES analysis. Since my client
financially weak to useSEM analysis or paid marketing. But instead we will be
using SEO analysis another word organic marketing. Where our analysis will be
the how we usewebsite, mobile and news media for our market:
• Find him good publicity by using his websiteand announceit the local
community news paper and. To put moreattention around community.
• Putting link to key search websites link his websiteto the Facebook,
Linking, email, mobile and moreover, link to advertisehis foundation.
• Email to the friend’s and community’s mobile by sending Aumora
Foundation advertisementinto the.
• Newspaper advertisementhere in local news letters and Bangladeshi
local city or whole Bangladeshi news paper advertisement.
Using these tactics may make his foundation more noticeable and public friendly.
But my client also does not haveany profitand this foundation is also non-funded
we haveto keep in that mind more media usagewill get costlier and not benefit it
our plan. So our gaol is to use less money spend on media and chooseone specific
tool that will go around the world into publicly.
We need to find out which device is useful for my client? Since he already has a
websitewe need to usethat as our prime device to communicateto the public
and that can be our search engine optimization. A SEO, organic search engineto
find the motive of our website. After website whatis next tool to usefor our
objective?

5. We have so many search marketing engines to choosefromlike email marketing,
social media, pay per click, mobile and many more to choosefrom.
SEO will help us find the connected with Facebook to time to time launching
advertiseor email or website to keep any updates for the Aumura Foundation.
“An email marketing is a formof direct marketing delivers commercial and
content-based messages to an audience. And it’s extremely costeffective, high
targeted, and its mostpowerfuldigital marketing tactics.” pg3, E-Marketing 5th
Edition-marketing book, author. Since emailing is our alternative tool to stay
connected to and updated to Aumura Foundation’s news and their curriculum's.
We need to pay to make a search engine in Google. So that ways itwill be specific.
If anyonewants to know whatis this foundation. So instead of going to separate
website/URL to search for this website instead google will search the Aumora
Foundation once its click on the topic. So these two devices are the most
influential devices or should I say tools for our client’s digital marketing strategic
plan.
Strategies:
 SEO( sear engine optimize) to do searching from onewebsite to
another.
 Email Marketing
 Google Marketing
 Mobile marketing
 Socialmedia marketing
Howwe use these strategiesinto our plan for marketing tool. In our objective we
talked abouthowwe set our plan to do marketing through media/digital
marketing.
Mainly Aumora foundation should bein local communitynews paper and in local
channelnews, Facebook advertisement, sending casualemails to relative, friends
and colleague every month or year depending upon the budget. Every year
fundraising diner with foundation detailing through fliersand ticket.

6. SEO use to make websites moreuseful. Then again whatis seo, full name search
engine optimizer. Means modifier of keyword search in websites. So my client
alreadyhas very nice website in weebly.com. So why not make it moresearchable
through googlelink. Instead of typing
Tactics
He has little knowledgein marketing but mainly whatever he did to launched to
make place for public to see so he gets lots of publication by spending less money
and get more benefited by launching proper digital marketing tool. The main is
put it in the website. Which he has created and gavehis contact number. Now
next step should be how he let people know or remind that there arecharity
foundation and people needs to come forward to donate. So whatare the next
steps? Next steps areas follows: Maybein community places like: culturalplaces,
mosque, churches or any religious places, online for surelike Facebook, go
Community newspaper etc. Only online not yet mobile or newspaper yet. More
advertisein local community newspaper add., Facebook add., randomemail add.,
cultural programadd., Then newspaper add., in Bangladesh, Bangladeshi
television add., and many more ways hecan get people involveto do donation.
 Build your Facebook community, keep one alerting people for sympathize
public and keep reminding them
 Keep emailing for social community to keep alerting them.
 Website links to other famous websitelike GOOGLE, YouTube
YouTubeMaybe little bit too much and too costly.
 Google side advertisements, email advertiserandom.
• SEO key word research and whatis SEO search? Itis search engine
optimizing a search or another word key word search to find specific word
search. So, if Aumura Foundation havelink to Google or RapidFinder.cait
will automatic search by its Foundation name in Google or RapidFinder.ca.,
Instead it does not require to look by whole websitetittle.
• Social fund raising contestin the local community. Doing a campaign or
charity fundraising contest. Email to community people or friends.

7. • Local newspaper alertness and Facebook alerted to the side ex: put small
advertisementwith sympatric phrases or pictureto get people’ attention.
Action and recommendation
My client Mr. Hoque has madefunctionalwebsite wherehe communicateshow,
where, when, who and whatkind basis this foundation builtupon. Heemails to
people some time, he calls up his friends, family friends, relatives and colleagues to
make them awareof this organization and to comeforward. Oncehelaunched a
fund racing campaign so people will see his work and publicised. Moreover the
public will be more sympathize if instead of often emailing, if he can email
everyone in his lists randomlyoncemonth. Then call up to people and let them
know and tell them to talked about this organization to morepeople. Advertise in
the communitynews paper once a month. Facebooklink from his website to
otherswebsites as well. Blog into the Facebook to comeforward. Religiousnews
paper as well as local Vancouver communitynewspaper advertise as well. Some
time culture television programsadvertisementand manymore will benefit Mr,
Hoqueand his organization. Bangladeshicommunityin entireCanada
Advertisement will benefit this organization.

8. SUMMARY
Aumora foundation is a charitable organization created by Mr. Mojammel Hoque
and somehelp fromhis brother who lives in Bangladesh then and 21 people in
the village. He was inspired by seeing so many people are homeless, beggar, and
people don’thaveproper food to eat, cloths to wareand kids who haveno
education. Mr. Mojammel Hoque was volunteering for this foundation by giving
charity and supporting poor studentfor gathering money to study. Then slowly he
was telling people, friends, colleague, schools friend to cheap in to help for this
foundation and come forward.Then he asked our community mosqueto help. So
slowly, started to networking through thee community in Vancouver whereMr.
Mojammel Hoquelives. Then finally he made a websitelast few months’ ego in
weebly so it can be seen in public. Money that he contributed mostly for the poor
kid’s education and scholarships, treatmentfacility; like hospital, old edge people
getting allowance. He has his foundation
• He contacted through Facebook few time to contact his old friend and
family and also someof his colleague’s to come forward to donate some

9. money and good doctors who willhelp out to do free treatment into his
medical Clinique.
• He emailed his friends to let them know about Aumora. Hehas little
knowledgein digital marketing. Personalemail, PersonalFacebook, and
Online websiteto do Publication for the Aumora.
REFERENCES
• https://www.google.ca/search?q=charity+organizations+digital+marketing+strategy&esp
v=2&biw=1366&bih=667&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj3l7yKttrKAhUQ
_WMKHcICAr4Q_AUIBigB&dpr=1#imgrc=xAuD22puEZ49IM%3A 4pictures image copy
taken from Google Crome image.
• https://www.google.ca/search?q=%E2%80%A2+https://www.google.ca/search%3Fq%3
Dcharity%2Borganizations%2Bdigital%2Bmarketing%2Bstrategy%26espv%3D2%26bi
w%3D1366%26bih%3D667%26source%3Dlnms%26tbm%3Disch%26sa%3DX%26ved
%3D0ahUKEwj3l7yKttrKAhUQ_WMKHcICAr4Q_AUIBigB%26dpr%3D1%23imgrc%
3DxAuD22puEZ49IM%253A&source=lnms&tbm=isch&sa=X&ved=0ahUKEwieg7ear5
zLAhVL12MKHaBZBSoQ_AUICCgC&biw=1366&bih=623#tbm=isch&q=bagladeshi+
charitable+foundation&imgrc=siPU7hvfIcld2M%3A(www.google.ca/image/Bangladeshi
charitable organization.
• pg3, E-Marketing 5th Edition-marketing book, author-Rob Strokes and
Minds of Quirk