1.
ID
2332804
Marketing
Strategy
–
Sports
Aid
Trust
MKTU9ME
Marketing Strategy
Sports Aid Trust

2. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
1
Table
of
Contents
Introduction:
.....................................................................................................................
2
Big
Picture:
...........................................................................................................................................................................
2
Brief
..................................................................................................................................
3
SWOT
Analysis
...................................................................................................................
4
Strengths
................................................................................................................................................................................
4
Weaknesses
..........................................................................................................................................................................
4
Opportunities
......................................................................................................................................................................
4
Threats
...................................................................................................................................................................................
4
Goals
of
the
Campaign
.....................................................................................................................................................
5
Targeting
and
positioning
..................................................................................................
6
Target
Groups:
....................................................................................................................................................................
6
Positioning:
...........................................................................................................................................................................
6
Concept
of
Campaign
–
I
will
inspire
you
............................................................................
7
Insight
.....................................................................................................................................................................................
7
Idea
...........................................................................................................................................................................................
7
Claim
........................................................................................................................................................................................
7
Copy
.........................................................................................................................................................................................
8
On
what
basis
will
the
Athletes
and
students
be
chosen?
................................................................................
8
Important
notice:
...............................................................................................................................................................
8
Marketing
Plan
..................................................................................................................
9
Promotional
Strategy:
......................................................................................................................................................
9
See
–
think
–
do
-­‐
care
.......................................................................................................................................................
9
Marketing
Materials
and
execution:
........................................................................................................................
11
Which
media
will
be
used
............................................................................................................................................
12
Online:
...................................................................................................................................................................................
12
Offline
....................................................................................................................................................................................
12
Evaluation
of
marketing
performance
.............................................................................
13
Control
metrics:
................................................................................................................................................................
13
Implementation
Plan
......................................................................................................................................................
14
April
.......................................................................................................................................................................................
14

3. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
2
Introduction:
Big
Picture:
• What
is
Sports
Aid
Trust
o SportsAid
is
charity,
which
supports
young
disabled
and
non
–
disabled
athletes.
According
to
Sports
Aid
research
these
athletes
train
for
more
than
15
hours
a
week
on
top
of
their
academic
duties.
They
travel
more
than
650
miles
every
month
and
spend
more
than
6000
pounds
every
year.
For
this
reason
Sports
Aid
helps
to
these
promising
athletes
to
cover
the
costs
connected
with
training
and
competing.
Athletes
eligible
for
Sports
Aid
financial
support
are
nominated
by
their
sport’s
national
governing
body
(NGB).
Sports
Aid
currently
supports
athletes
from
66
different
sports.
• History
o The
charity
was
established
in
1976
to
help
the
British
athletes
to
meet
the
cost
of
their
sport
career
and
to
support
them
in
achieving
of
the
same
level
of
sport
background
as
the
overseas
athletes
had.
The
charity
was
known
as
Sports
Aid
foundation
and
its
main
goal
was
to
raise
funds
of
private
sector
for
amateur
athletes.
After
introduction
of
lottery
funding
in
1997
SportsAid
(having
introduced
lottery
founding
in
1997.
The
role
of
charity
was
changed
and
SportsAid
begun
to
focus
on
youth
sport.
• Aims
and
Goals
of
SportsAid
o The
main
goal
of
SportsAid
is
to
help
young
athletes
to
become
stars
in
their
sports
and
thus
increase
the
reputation
of
the
UK
in
the
sport
world.
Intermediate
goals
increase
Brand
reputation
and
increase
the
amount
of
donations
to
SportsAid.
• Financing
o We
could
see
increase
in
income
before
Olympic
Games
2012,
after
2012
we
noticed
decrease
in
incomes.
o For
every
1
pound
spent
averagely
for
last
five
years
72,2%
goes
on
charitable
activities,
27,1%
is
spent
on
raising
income
and
0,7%
is
spent
on
running
the
charity
and
other
costs.
Table
1:
SportsAid
2010
2011
2012
2013
2014
Income
£5
062
000
£5
347
000
£4
782
000
£4
103
000
£4
020
000
Expenditures
£5
120
000
£5
393
000
£4
744
000
£4
135
000
£3
696
000
Source:
Wilmington
Publishing
&
Information
Ltd,
a
division
of
the
Wilmington
Group
PLC

4. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
3
Brief
Estimated
Budget:
£300
000
-­‐
£400
000
CPA
–
cost
per
average
donation
Timing:
1.
4.
2015
–
31.
3.
2016
The
Aim
of
this
assessment
is
to
develop
a
Marketing
Strategy
for
a
chosen
charity
or
a
non-­‐profit
organization.
The
chosen
charity
in
this
paper
is
Sports
Aid
Trust.
We
will
set
up
a
complex
strategy
and
develop
a
new
campaign
for
this
year,
which
will
support
the
aims
and
goals
of
SportsAid.
We
will
also
recommend
the
most
efficient
instruments
of
modern
marketing
mix.
Most
of
steps
of
the
marketing
campaign
well
be
managed
by:
• National
Communication
Manager
• Business
Development
Manager
• SEO
and
PPC
campaigns
will
be
managed
by
external
agency
or
by
new
employee.
Goals:
Maximize
charity
incomes
Improve
the
image
of
the
brand

5. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
4
SWOT
Analysis
Strengths
• The
actual
topic
that
attracts
the
general
public
• Ideal
patrons
of
organisation
–
Young,
famous,
healthy
and
representative.
• Clearly
graphically
processed
web
pages,
well
managed
Twitter
account
• Transparent
campaign
–
We
know
how
much
money
goes
in
administration
/
fundraising
/
to
Athletes
• Frequently
updated
websites
and
connection
of
websites
with
Social
Media
• Official
foundation
and
trustworthiness
–
Under
the
governmental
regulation
• SportsAid
is
aimed
on
people
who
have
connection
with
sport
and
children
and
are
willing
or
possibly
willing
to
participate
in
charity
activities.
• Great
team
of
managing
people
Weaknesses
• The
campaign
I
WILL
was
introduced
in
autumn
2012
and
it
was
based
on
the
success
of
the
Olympic
games
2012.
Now
It
is
time
to
create
something
new
and
fresh.
• Weak
communication
via
social
media
(Youtube,
Facebook)
• Insufficient
use
of
Video
content
in
SportsAid
Communication
A
Weak
base
of
friends
and
fans
on
Facebook
• Insufficient
connection
between
FB
profiles
of
athletes
and
SportsAid
fan
page.
• Lack
of
communication
with
young
people
and
families
• Lack
of
direct
communication,
direct
addressing
of
specific
groups
of
people
Opportunities
• The
possibility
to
influence
more
young
people
and
bring
up
more
successful
young
athletes
and
activate
parents
through
their
children.
• Possibility
to
connect
personal
athlete’s
Facebook
profiles
with
SportsAid
profile
• Get
more
sport
patrons.
• A
better
communication
via
social
media
• Show
to
the
general
public
the
effort,
travelling,
complications
-­‐
real
life
of
sponsored
athletes
• Increase
WOM
through
our
activities.
• Possibility
to
use
the
website
as
a
powerful
information
portal
for
young
people
and
their
parents.
(Nutrition
specialist,
Advise
on
psychic
etc.)
Threats
• Unsuccessful
athletes.
Especially
in
the
Olympics
and
the
Commonwealth
games.
• Decrease
of
incomes
after
Olympic
Games
2012
in
London
• Loss
of
patrons
• Loss
of
sponsorship
from
partners
due
to
a
bad
economic
situation
or
unsuccessful
athletes
marketing
Strategy

6. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
5
Goals
of
the
Campaign
In
the
short
run,
campaign
will
increase
the
base
of
donators
to
charity.
o Increase
the
base
of
donors
§ Direct
donors
§ Fundraising
§ Regular
giving
o Increase
fan
base
in
Social
Media
(Especially
Facebook
and
Youtube)
o Increase
traffic
on
the
SportsAid
website
o Increase
the
frequency
of
mentions
about
SportsAid
in
mass
media
especially
in
connection
with
“I
will
inspire
you”
campaign.
In
the
long
run,
the
campaign
will
lead
to
a
wider
basement
of
athletes
suitable
for
the
support
from
Sport
Air.
o Indirectly
increase
participation
of
young
people
in
sport
activities
o Indirectly
improve
the
condition
of
young
people

7. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
6
Targeting
and
positioning
Target
Groups:
• Young
people
from
10
–
20
years
We
focus
on
young
people
with
interest
in
sport,
to
give
them
self
confidence,
motivate
them
to
work
out
and
achieving
of
experience
during
the
competition
thanks
to
meeting
of
young
athletic
promising
stars.
This
will
lead
to
bigger
engagement
of
the
group
in
Social
Media
and
events.
Through
young
people
we
will
attract
adults.
• Parents
30+
years
We
aim
primarily
on
the
parents
who
have
young
children
and
we
will
encourage
them
to
lead
their
children
to
sports
and
support
them
in
their
sport
efforts.
Geographical
targeting
• We
will
aim
our
marketing
effort
on
the
biggest
cities
for
maximization
of
reach
of
our
marketing
activities.
In
online
campaigns
we
will
aim
even
on
other
locations
and
we
will
measure
the
success
of
the
campaign
in
these
areas
and
evaluate
it
if
there
is
a
positive
return
of
investment.
Targeting
Interest
• As
a
part
of
our
target
group,
we
will
primarily
target
adults
who
are
actively
interested
in
sport
and,
healthy
lifestyle
and
famous
athletes.
Priority
Segmentation
The
most
important
segment
are
Parents
25+
because
they
will
be
influenced
by
the
campaign
through
their
children
(video
content).
Positioning:
We
would
like
to
be
perceived
as
an
agent
increasing
the
number
of
top
class
sportspeople.
Due
to
those
sportspeople,
we
will
create
a
better
environment
for
the
young
people
who
could
potentially
improve
the
reputation
of
the
UK
nation.
We
want
to
be
a
bridge
between
people
and
successes
of
British
sportspeople

8. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
7
Concept
of
Campaign
–
I
will
inspire
you
The
Campaign
for
2015/2016
will
use
the
current
campaign
and
will
attempt
to
enable
communication
with
parents
through
“their”
children.
Most
of
the
marketing
activities
will
be
directed
to
the
website
www.sportsaid.org.uk
or
Facebook
fan
page.
All
planned
events
for
2015
will
partly
serve
for
promotion
of
this
campaign
aimed
on
the
engagement
of
the
parents
in
SportsAid
and
their
kids
in
the
sport.
We
will
show,
that
we
do
more,
than
only
the
support
of
the
best
young
athletes,
we
spread
sports
spirit
between
young
people,
we
will
motivate
and
inspire
them
to
be
better
people
through
supported
Athletes
in
SportsAid
programme.
We
will
show
this
success
to
the
adults
and
prove
them
that
SportsAid
activities
make
sense
and
are
useful
for
everybody.
Insight
How
can
a
child
13
year
of
age
compete
with
an
adult
professional
athlete?
Yes,
when
we
are
young,
we
follow
adult
athletes,
and
we
want
to
be
like
them
when
we
grow
up.
But
when
we
hear
from
them,
that
we
have
to
work
hard,
if
we
want
to
succeed,
it
may
be
hard
for
us
to
imagine
it.
But
If
we
had
seen
Lionel
Messi,
Michael
Phelps,
Sir
Bradley
Wiggins,
the
way
they
trained
hard
when
they
were
young
and
before
they
became
professional
athletes,
we
might
have
been
motivated
and
inspired
more.
Because
then,
we
would
see
hard
work
in
real
conditions
and
it
would
allow
us
to
compete
with
them.
Idea
The
Athletes
in
programme
of
Sports
Aid
will
inspire
young
people
across
the
UK,
They
will
motivate
and
increase
participation
of
young
people
in
sport.
Every
month
will
be
chosen
classes
of
students
will
participate
to
a
one-­‐day
training
of
young
athletes
of
Sports
Aid.
.
The
meeting
of
children
and
athletes
will
be
filmed
and
used
for
promotion
on
the
Social
Sites
and
other
media
to
attract
children
and
prompt
parents
to
involve
in
charity.
It
is
important,
that
people
see
the
life
story
of
athlete’s
lives.
These
stories
will
motivate
young
people
to
work
harder
in
their
life,
and
it
will
influence
others
and
even
the
parents.
Apart
from
describing
the
way
he
trains,
eats,
what
is
the
cost
of
facilities,
coaches,
travelling,
enrolment
fees
for
the
contests
etc.
and
he
will
also
advise
them
how
to
get
on
a
higher
level
in
sport
they
like.
We
want
to
show
to
children,
that
they
can
live
better.
This
will
provide
us
a
valuable
content
for
social
media,
press
releases,
youtube,
websites,
and
commercials
and
for
further
use.
This
will
allow
us
to
increase
the
brand
value
and
aim
on
our
target
in
order
to
get
more
donations.
It
will
lead
to
the
increase
of
support
of
SportsAid
and
their
athletes.
Claim
• “I
will
Inspire
you”

9. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
8
Copy
I
will
do
maximum
to
achieve
my
goals
and
fulfil
your
faith.
I
can
show
you
how
I
achieve
my
goals.
I’ll
prove
to
you
that
hard
work
pays
off.
Ask
me
who
I
am,
how
I
train,
how
I
eat.
And
I’m
going
to
show
you
how
to
follow
your
dreams.
I
will
inspire
you…
On
what
basis
will
the
Athletes
and
students
be
chosen?
Firstly
will
ask
high
schools
and
grammar
schools
if
they
are
interested
in
school
excursion
during
which
young
athletes
will
be
presented
to
the
children.
Primarily
will
ask
schools
which
are
in
big
cities
and
close
to
facilities
where
SportsAid
athletes
train.
Another
option
is
to
nominate
every
month
one
school
sports
team.
Ideally
a
team
engaged
in
the
same
sport
as
the
presented
athlete.
Every
month
we
will
interview
a
different
interesting
athlete.
The
age
of
students
and
athletes:
It
is
important
to
choose
the
right
age
of
the
students
and
the
athletes.
Important
notice:
Of
course
it
is
necessary
to
receive
a
confirmation
from
parents
and
schools
that
they
give
their
permission
to
use
the
materials
from
the
meeting
for
promotional
purposes
of
Sports
Aid
Charity.
Both
online
and
offline.

10. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
9
Marketing
Plan
Promotional
Strategy:
We
will
create
content
and
marketing
materials,
which
will
be
promoted
via
several
media.
Because
this
campaign
will
be
lead
within
current
campaign
of
SportsAid
I
WILL/
we
will
focus
on
the
most
efficient
ways
of
promotion.
Primarily
on
the
digital
marketing
and
secondary
radio
spots.
Current
activities
will
be
improved
according
to
same
way
as
new
campaign.
See
–
think
–
do
-­‐
care
We
will
use
See
–
Think
–
Do
–
Care
strategy.
We
will
create
and
promote
content
for
every
stage
of
consumer
decision.
The
core
communication
will
be
in
digital
media
and
will
be
directed
to
website
or
Facebook
profile.
Every
new
user
of
the
website
or
a
new
Fan
of
SportsAid
Facebook
profile
will
be
tracked,
marked
and
will
become
a
part
of
our
remarketing
strategy
in
Google
Display
Network,
Youtube
and
Facebook.
Radio
Spots
will
be
broadcasted
at
the
times
when
most
parents
transport
their
children
to
school.
• See
(adults)
We
want
to
be
seen
by
a
potentially
relevant
person
whom
we
could
attract.
We
will
provide
people
with
an
interesting
content
on
our
website
(blog,
advise,
story
of
our
athletes),
and
online
PR
(including
online
videos).
This
will
attract
people.
Simply,
It
must
be
interesting.
o Youtube
o Facebook
Video
ads
o Radio
broadcasting
o Online
PR
• Think
(adults
+
young)
There
is
group
of
the
people
who
have
already
been
in
the
See
phase.
Now,
they
think.
They
are
thinking
about
SportsAid
charity.
We
must
give
them
information,
creative
and
interesting
content.
We
must
advise
how
could
they
get
involved..
We
must
help
them
with
their
decision.
We
would
respond
on
the
questions
in
the
social
media
and
over
website
contact
list.
We
use
again
displays
networks,
Youtube,
Video
Ads
on
Facebook
etc.
o Youtube
o The
website
SportsAid
o Blog
/
news
/
information
for
donators
/
information
about
the
athletes
o The
Facebook
video
ads
and
the
Facebook
profile

11. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
10
• Do.
Potentially,
the
most
important
group
of
people
(adults).
They
want
to
join
in
SportsAid.
They
want
to
donate.
Here
we
use
hard
sell
methods.
We
use
remarketing
(all
the
forms,
but
carefully),
we
use
PPC
in
search,
Youtube
remarketing.
When
they
are
trying
to
find
us,
we
must
be
there.
We
have
to
make
the
donation
process
as
easy
as
possible.
o PPC
o SEO
o Facebook
retargeting
+
remarketing
generally
We
will
also
have
tracked
people
from
the
SEE
and
Think
phases
who
visited
our
website,
The
Facebook,
or
watched
Youtube
video.
We
will
remarketing
these
people
on
the
basis
of
our
measurements
in
Google
Analytics.
•
Care
It
is
a
group
of
people,
who
already
donated
or
donate
regularly.
We
have
to
care
about
them,
suppose
they
need
any
information,
or
if
they
want
to
know
what
happened
with
their
money.
We
have
to
inform
them.
It
is
great
that
on
the
website
there
is
a
section
about
athletes,
and
everyone
can
find
the
information
about
those
athletes
and
sports,
which
SportsAid
support.
If
we
care
about
our
donors
and
prove
them,
that
they
get
back
some
value
for
their
money,
they
will
become
regular
donors
o Website
o Facebook
profile
o Twitter
account
o Youtube
channel
o Remarketing

12. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
11
Marketing
Materials
and
execution:
A
brief
summary
of
marketing
materials,
which
will
be
used
in
the
marketing
campaign.
All
materials
will
serve
in
respect
to
the
campaign
guidelines.
In
most
of
the
communication
famous
patrons
of
the
sports
aid
will
be
mentioned.
• Video
Content
o Video
content
will
be
created
from
a
filmed
interview
and
the
training
of
the
class
and
athlete
under
SportsAid.
We
will
create
one
video
every
month
as
a
part
of
I
will
inspire
you
campaign.
o With
Call-­‐to-­‐Action
on
the
end
of
the
video:
“Help
to
our
athletes
win
and
inspire”
o The
video
length
will
be
30
–
90
seconds.
o The
videos
will
be
used
on
Twitter,
Facebook,
Youtube,
the
website
and
will
be
projected
during
prepared
events.
• Banners
for
Digital
Media
o The
banners
will
be
placed
on
the
website,
Facebook
profile,
Twitter,
Youtube
(in
trueview
format)
o Those
Banners
will
be
similar
to
the
banners
I
WILL
use
in
the
campaign,
but
with
an
added
motto
“
Inspire
you”
and
these
banners
will
be
with
the
actual
athlete
for
every
month
o Banners
will
be
used
in
RTB
campaign
as
well
• Radio
spots
The
radio
Spot
will
be
ideally
dabbed
by
a
famous
professional
athlete
who
was
under
SportsAid,
when
he
was
young.
This
spot
will
be
aimed
on
the
parents.
The
wording
will
be
in
the
sense
of:
“
Join
our
athletes
and
support
our
children.
Help
them
win
and
inspire.
•
PPC
–
Adwords
o GDN
–
prepared
banners,
text
ads
o Search
–
text
ads
for
keyword
search
• Social
Media
Guidelines
–
Facebook
o We
will
improve
Social
Media
Guidelines
§ Facebook
profile
will
be
more
connected
to
athletes’
personal
profiles
§ We
will
work
better
with
albums
of
pictures
and
videos
§ We
will
be
adding
all
the
popular
videos
on
Facebook
profile
(Videos
have
higher
organic
reach)
§ We
will
start
use
Facebook
Ads
• Custom
audiences,
lookalike
tracking,
conversions
tracking,
retargeting

13. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
12
Which
media
will
be
used
Online:
• Website
3%
of
marketing
budget
o Changes:
§ Call
To
Action
Donate
section
on
every
page
of
the
website.
§ Resources
(files
to
download)
in
donate
section.
People
will
understand
more
easily
how
they
can
donate.
§ Improvement
of
section
for
parents
• Parents
should
find
more
information
about
the
way
they
could
help
their
children
to
achieve
their
goals.
• Facebook
20%
of
the
marketing
budget
o New
Social
Media
Guidelines
o Facebook
Ads
§ Banners,
videos
o Retargeting
• RTB
–
Real
Time
Bidding
2%
of
the
marketing
budget
o Will
be
used
and
compared
within
Google
Display
Network
o Retargeting
• Youtube
25%
of
the
marketing
budget
o Trueview
format
of
payment
method
• Twitter
2%
of
the
marketing
budget
o We
let
share
information
of
SportsAid
account
through
SportsAid
Athletes
• Google
Adwords
10%
of
the
marketing
budget
o Google
Display
Network
-­‐
GDN
o PPC
o Remarketing
• SEO
and
Online
PR
10%
of
the
marketing
budget
• Direct
mailing
3%
of
the
marketing
budget
o Newsletter
Offline
• Radio
Broadcasting
15%
of
the
marketing
budget
• PR
5%
of
the
marketing
budget
• Events
Analysis,
controlling,
and
set
up
of
campaigns
5%
of
the
marketing
budget

14. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
13
Evaluation
of
marketing
performance
The
most
important
method
of
evaluation
will
be:
The
income
balance
of:
o Donors
o Sponsorship
Control
metrics:
Control
metrics
will
be
especially
based
on
Google
Analytics
data
form
the
website
SportsAid.
Even
for
offline
campaign.
Generally:
Website
Traffic
Bounce
rate
Rest
time
of
the
user
on
the
website
In
Google
Analytics
will
be
set
up
goals:
o Visits
of
Donate
Now
and
subpages
o Downloads
of
useful
resources
o Visits
of
page
How
can
I
help
and
subpages
o Visits
of
the
information
for
parents
o Visits
of
contact
list
In
addition,
Social
Sites
will
be
evaluated
according
to
their
own
statistics.
Estimated
unique
reach
of
campaign:
Social
sites:
13
800
000
of
target
group
25
–
40
years
with
interest
in
sport1
Whole
target
group
of
the
25+
people
in
the
see
phase.
1
www.facebook.com/ads/manage/powereditor

15. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
14
Implementation
Plan
2015
-­‐
2016
April
Preparation
of
the
campaign
1.
4.
–
15.
4.
o Improvement
of
the
users’
experience
(UX)
design
and
user
interface
(UI)
of
the
website
o Nomination
of
the
class
of
the
student
or
a
team
for
an
interview
with
the
athlete.
o Preparation
of
the
staff
for
a
day
shooting
o Deal
with
radio
stations
in
localities
in
which
we
will
target
our
campaigns
and
with
national
stations.
o Preparationion
of
all
of
the
marketing
materials:
o Banners
(for
website,
Social
media
and
Google
Adwords,
RTB)
o Website:
UX,
UI,
Set
up
of
tracking
codes,
Google
Tag
Manager,
Retargeting
o PR
text
for
the
website
o Radio
Spot
o Improve
of
the
Social
Media
Guidelines
o Adwords
campaign
16.
4.
–
30.
4.
o Set
up
goals
in
the
Google
Analytics
o Interview
of
students
and
athletes
o Preparation
of
the
video
for
propagation
o Preparation
of
the
SEO
and
online
PR
Start
of
the
campaign
1.1.2015
start
of
all
the
marketing
activities
connected
with
I
WILL
INSPIRE
YOU
campaign.
Before
and
after
every
big
SportsAid
event
digital
marketing
activities
will
be
amplified.
Monthly
adjustment
of
the
marketing
campaign:
Every
month
of
the
campaign
be
all
marketing
activities
will
be
adjusted
to
the
current
Athlete
of
the
month
(new
video
and
banners
and
press
release)
Since
the
May
2015
Activities
like
SEO,
Online
PR,
Remarketing,
Analysis
and
on
going
setting
up
of
the
online
campaigns
will
be
unchanged
until
end
of
the
1
year
campaign.
SEO
and
online
PR
will
have
own
strategy,
which
will
follow
strategy
of
whole
campaign
In
the
same
way
the
communication
on
the
Social
media
will
be
continuous
and
managed
according
to
Social
Media
Guidelines

16. ID
2332804
Marketing
Strategy
–
Sports
Aid
MKTU9ME
15
Reference
list:
Online
sources
(26.2.2015):
www.facebook.com/help
www.facebook.com/ads/manage/powereditor
www.sportsaid.org.uk
www.charityfinancials.com
www.socialbakers.com/resources/reports/regional/
https://www.google.com/adwords/
Tables:
Table
1:
www.charityfinancials.com,
Wilmington
Publishing
&
Information
Ltd,
a
division
of
the
Wilmington
Group
PLC,
downloaded
(25.
2.
2015)