1. 1
Company Project for Guideposts
Oxford Brookes University
MSc Marketing - Module n. p58215
3rd May 2016
Exploring the challenges of age-related diseases for sufferers and carers
and to improve charitable support services through online platforms.
Esra Bombaci - 15058690
Sam Foster - 15108438
Xingnan He - 15098419
Lattapak Kittipaisarnsilpa - 15020378
Francesca Pietrarossi - 15023075
Kasamaporn Ubonyaem - 15091420
- TEAM ‘THE INCREDIBLES’ -
“THE TIP OF THE ICEBERG”
3. Multi-disciplinary charity social care
Mental health network
PEOPLE
40 years’ experience
3
The Context
The company - GUIDEPOSTS
Active care
Support services
Information advice
Guidance or independent living and
training projects
“Guideposts exists in order to connect
people and their carers with
opportunities”.
http://www.guideposts.org.uk/
5. A navigation into the open sea
“Binoculars”
Objectives
“Stars and
Coordinations”
Theoretical
Background
“Boat and
Knots”
Research Design
and Methodology
“Maps”
Secondary Data
“Magnetic
Compass”
Primary Data
“Maps and
Magnetic
Compass”
Data Analisys
“Pearl in the
Oyster”
Findings
“The
Lighthouse”
HERE
Conclusion
“The Harbour”
Guideposts
Recommendat.
1
2
3 4 5 6 7
8
9
5
6. A navigation into the open sea
“Binoculars”
Objectives
“Stars and
Coordinations”
Theoretical
Background
“Boat and
Knots”
Research Design
and Methodology
“Maps”
Secondary Data
“Magnetic
Compass”
Primary Data
“Maps and
Magnetic
Compass”
Data Analisys
“Pearl in the
Oyster”
Findings
“The
Lighthouse”
HERE
Conclusion
“The Harbour”
Guideposts
Recommendat.
8
1
2
3 4 5 6 7
9
6
8. 1. The Purpose of the Project
Market potential
8
Customers & needs
Recommendations
Social Media
& Digital activiteis
To reach people
To market HERE services
1
2
9. A navigation into the open sea
“Binoculars”
Objectives
“Stars and
Coordinations”
Theoretical
Background
“Boat and
Knots”
Research Design
and Methodology
“Maps”
Secondary Data
“Magnetic
Compass”
Primary Data
“Maps and
Magnetic
Compass”
Data Analisys
“Pearl in the
Oyster”
Findings
“The
Lighthouse”
HERE
Conclusion
“The Harbour”
Guideposts
Recommendat.
8
1
2
3 4 5 6 7
9
9
11. 11
2. Theoretical Background 1/4
The use of the Internet
by charities
11
Benefit
Relationship
between consumers and
organisations
Promoting
& Sharing
Engagement
Customer’s
feedback
and satisfaction
Delivery
information
12. 12
2. Theoretical Background 2/4
Storytelling in
marketing communication strategy
Activate
people
Bond between lives
Cultural
memory
Emotional
support
Credibility of the
service
Provide
engagement
Reputation
13. 1313
2. Theoretical Background 3/4
Online Social Media
for non-profit organisation
To reach
the target
To aggregate
people with similar
conditions
Innovative
communication
strategy
Emotional
support
Create
conversations
Provide
engagement
Low cost
14. 141414
2. Theoretical Background 4/4
The power of Word-Of-Mouth
and eWOM
To reach
the target
Access to services
‘Buzz marketing’
Customers as
brand ambassadors
Informational &
Emotional
support Long-term
relationship with
customers
Social interaction
Design more
personalised
customer experience
15. A navigation into the open sea
“Binoculars”
Objectives
“Stars and
Coordinations”
Theoretical
Background
“Boat and
Knots”
Research Design
and Methodology
“Maps”
Secondary Data
“Magnetic
Compass”
Primary Data
“Maps and
Magnetic
Compass”
Data Analisys
“Pearl in the
Oyster”
Findings
“The
Lighthouse”
HERE
Conclusion
“The Harbour”
Guideposts
Recommendat.
8
1
2
3 4 5 6 7
9
15
17. 1717
3. Research Design and Method 17
Exploratory nature
Descriptive Research
Conclusive nature
Cross-Sectionale
Multiple
Inductive Approach
Qualitative
method
Samples:
Individuals &
Organisations
Qualitative
considerations
Ethical
considerations
18. A navigation into the open sea
“Binoculars”
Objectives
“Stars and
Coordinations”
Theoretical
Background
“Boat and
Knots”
Research Design
and Methodology
“Maps”
Secondary Data
“Magnetic
Compass”
Primary Data
“Maps and
Magnetic
Compass”
Data Analisys
“Pearl in the
Oyster”
Findings
“The
Lighthouse”
HERE
Conclusion
“The Harbour”
Guideposts
Recommendat.
8
1
2
3 4 5 6 7
9
18
21. A navigation into the open sea
“Binoculars”
Objectives
“Stars and
Coordinations”
Theoretical
Background
“Boat and
Knots”
Research Design
and Methodology
“Maps”
Secondary Data
“Magnetic
Compass”
Primary Data
“Maps and
Magnetic
Compass”
Data Analisys
“Pearl in the
Oyster”
Findings
“The
Lighthouse”
HERE
Conclusion
“The Harbour”
Guideposts
Recommendat.
8
1
2
3 4 5 6 7
9
21
22. 222222
7. Maps: Secondary Data 1/5 22
High quality
of care
Information &
Education
Online,
medical
Communication
skills
1. The Knowledge
and Training Needs
Carers’ Needs
23. 23
Stress 35% carers need support
232323
7. Maps: Secondary Data 2/5 23
2. Psychological Needs
Carers’ Needs
25. 25252525
7. Maps: Secondary Data 4/5
The market potential for ‘HERE’
UK’s population is increasingly consituted by elderly
(Mintel, 2015)
⅙ of elderly Dementia
Demand of healthcare
Competition: non-profit and profit organisations
Insufficiency healthcare support
25
26. 7. Maps: Secondary Data 5/5
“Recruiting and training new staff can be expensive and
unnecessary when a more flexible employment approach
should ensure that existing, experienced people are
retained."
Phil Bentley, Managing Director of British Gas
26
What workplace support is there
currently available?
27. A navigation into the open sea
“Binoculars”
Objectives
“Stars and
Coordinations”
Theoretical
Background
“Boat and
Knots”
Research Design
and Methodology
“Maps”
Secondary Data
“Magnetic
Compass”
Primary Data
“Maps and
Magnetic
Compass”
Data Analisys
“Pearl in the
Oyster”
Findings
“The
Lighthouse”
HERE
Conclusion
“The Harbour”
Guideposts
Recommendat.
8
1
2
3 4 5 6 7
9
27
28. 28282828
6. Compass: Primary Data 28
Surveys Interviews
3 telephone interviews
14surveys at Dementia
Awareness Open Day
5 surveys with organisations
29. A navigation into the open sea
“Binoculars”
Objectives
“Stars and
Coordinations”
Theoretical
background
“Boat and
Knots”
Research Design
and Methodology
“Maps”
Secondary Data
“Magnetic
Compass”
Primary Data
“Maps and
Magnetic
Compass”
Data analisys
“Pearl in the
Oyster”
Findings
“The
Lighthouse”
HERE
Conclusion
“The Harbour”
Guideposts
Recommendat.
8
1
2
3 4 5 6 7
9
29
31. 3131313131
7. Findings: Individuals 1/10 31
Psychological Support
“My husband when he is around others that
have dementia and also Alzheimer, they
seem to connect to one another.”
32. 7. Findings: Individuals 2/10
Practical Support at Home
32
“We do not get any time for ourselves.
If we have someone else to look after, we can
have some time for ourselves.”
33. 7. Findings: Individuals 3/10
Professional Help &
Access to Information
33
“Someone should have approached and said to
me that ‘It is okay. Dementia is something that
affects many people.”
35. 7. Findings: Individuals 5/10
“For online services everybody has to fit in a pigeon
hole. And each disability is an individual, and need
individual help.”
35
Online Services
37. 7. Findings: Organisations 7/10
Absence from work due to commitments to home caring
impacts organisations
NHS support does not satisfy carers’ needs
37
Surveys with Organisations
38. 7. Findings: Organisations 8/10
Professional carer training
Timely information rated highest
in terms of needs by businesses
38
Needs
39. 7. Findings: Organisations 9/10
“HERE’s services are under-priced”
Companies’ suggestion: £ 101-200.
HERE’s service could be deemed of low quality,
given its low subsription fee.
39
Opinions on Price
40. 7. Findings: Organisations 10/10
Storytelling
40
Businesses identified Facebook and Linkedin
social networks as the most appropriate for
Guideposts
41. A navigation into the open sea
“Binoculars”
Objectives
“Stars and
Coordinations”
Theoretical
Background
“Boat and
Knots”
Research Design
and Methodology
“Maps”
Secondary Data
“Magnetic
Compass”
Primary Data
“Maps and
Magnetic
Compass”
Data Analisys
“Pearl in the
Oyster”
Findings
“The
Lighthouse”
HERE
Conclusion
“The Harbour”
Guideposts
Recommendat.
8
1
2
3 4 5 6 7
9
41
44. A navigation into the open sea
“Binoculars”
Objectives
“Stars and
Coordinations”
Theoretical
Background
“Boat and
Knots”
Research Design
and Methodology
“Maps”
Secondary Data
“Magnetic
Compass”
Primary Data
Maps and
Magnetic
Compass”
Data Analisys
“Pearl in the
Oyster”
Findings
“The
Lighthouse”
HERE
Conclusion
“The Harbour”
Guideposts
Recommendat.
8
1
2
3 4 5 6 7
9
44
46. 46464646464646
9. Recommendations
Google Analytics
The ‘eyes’ and ‘ears’ of your
digital ecosystem
46
GUIDEPOSTS’
NEXT STEPS
Build communities
within Social Media
platforms
The use of
Storytelling
via YouTube
The development of
Hashtag campaigns
#HEREforyou
Mobile App
for a more accessible service
from mobile devices
User friendly lay out
for website and HERE service
online (see ‘tree’ structure next*)
Training section
for carers via website +
domestic
support system
via social media
