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Digital Marketing Planning_13947813

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Digital Marketing Planning_13947813

  1. 1. Digital Marketing Planning (DMP4) / 13947813 1 Assignment / Project Front Sheet CIM Membership Number: 13947813 Unit Title: Digital Marketing Planning Level/Award: Diploma in Digital Marketing Accredited Study Centre CIM Academy By submitting this assessment I confirm that I understand and abide by the CIM’s plagiarism and collusion regulation. ‘I confirm that in forwarding this assignment for marking, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment is the result of my own independent work/investigation except where otherwise stated. Other sources are acknowledged in the body of the text and/or a bibliography is appended. The work that I have submitted has not previously been accepted in substance for any other award. I further confirm that I have not shared my work with other candidates.’ (Optional) I hereby give consent for my assignment/project, if accepted, to be available for CIM use in relation to dissemination of best practice and, or, other appropriate purposes. It is on the understanding that all studying member numbers would be removed prior to use for the purposes of full anonymity. Tick here to opt out 
  2. 2. Digital Marketing Planning (DMP4) / 13947813 2 DIGITAL MARKETING PLANNING CONTENTS TASK TWO - Production of the Digital Marketing Plan…………………………..……………....3 TASK ONE - Marketing Audit……………………………………………………………………...16 TASK THREE - Report on Digital Marketing Planning………………………………………….22 Total Word Count: 4,394 APPENDIX - Organisation Background…………………………………………………………..29
  3. 3. Digital Marketing Planning (DMP4) / 13947813 3 DIGITAL MARKETING PLANNING TASK TWO THE DIGITAL MARKETING PLAN Produced for the Digital Marketing Director, UK Football Academy By Jane Saint, Marketing Executive CONTENTS Digital Marketing Audit Summary - Current Position - Target Audience Outline - Key Issues that Impact on the Online Community - External Issues - Internal Issues Digital Marketing Plan - Situation Analysis - Objectives - Strategy - Tactics - Actions - Controls Word Count: 3,294
  4. 4. Digital Marketing Planning (DMP4) / 13947813 4 Digital Marketing Audit Summary Current Position UK Football Academy’s current online market position is strong, appearing top or near the top of the natural Search Engine Results Pages (SERPs) for a wide selection of keyword searches such as:  UK Football Academy  Football Academy UK  Football academies in England  English football academies The results of these searches deliver the UK Football Academy website link above its main competitors on a large number of occasions giving a distinct competitive advantage. Through the in-depth Competitor Comparison Analysis however, certain areas did show improvement and / or development opportunities and through the use of a scoring system across a wide range of criteria, UK Football Academy ranked 2nd against its three main competitors online. Target Audience Outline Analysis of UK Football Academy’s target market has shown that it can be segmented into three target audiences, 11-15 year old boys, 16-22 year old youths and parents / guardians. The target audience for building an online community to aid business development is therefore the first two segments as they show the greater propensity for engaging in online communities and social networks. This target audience is highly focused on football and becoming professional footballers but also has all the other normal interests of boys that age i.e. music and cars etc. and therefore are also easier to engage with socially as a group than with the parents / guardians segment who have a far greater diversity of interests and are therefore harder to engage with as one. Key issues that impact on the online community External Issues  Political instability in emerging markets is an important factor as if a country where many players come from, and is therefore a key part of the online community, falls into turmoil a downturn in internet use would be expected which could directly impact the number of people within the community.  Foreign governments’ technological policies are also important as initiatives could aid in the online community’s growth by making it easier for people to access the internet while restrictions could greatly hinder it. The foreign policies of the countries that the higher proportions of players come from should therefore be monitored so that any initiatives that could benefit the growth of the online community can be shared and take up encouraged. The sharing of this information will also help growth by adding non-directly football-related value to the community conversation.
  5. 5. Digital Marketing Planning (DMP4) / 13947813 5  UK government initiatives may offer direct benefits to UK Football Academy and therefore the growth of the online community through sponsored links, subsidies for investment or free staff training and these should therefore be monitored to take advantage of if available. Internal Issues  The website which is one channel to the online community has good content, use of photos and video but needs development to focus more on the customer: - The pages need to be cleaner and less cluttered - The writing should be an easy colour to read - Link text should be uniform - The logo / brand needs to be consistent in colour and the strapline easy to read - Sponsored links need to work - Page mistakes need correcting “.. minor problems need to be corrected because they reduce the credibility of the site” (Chaffey, D., 2009 E-Business and E-Commerce Management. Pearson Education UK) The better the journey through the website, both directing people to the online community and taking people from the community through the sales funnel to making a booking, the better the customer experience and therefore the better the success of both the community and the business.  UK Football Academy has competitive advantage through its age and price range and there is therefore an opportunity to influence the online community by highlighting this.  There is also an opportunity to add value to customers and increase revenue through the introduction of an online shop to the website. This addition could then be shared through the online community providing further content as well sales promotion to increase revenue.  Facebook and Twitter are not used to their full potential as they are not updated regularly enough or promoted to current players to engage with. This is a key area that can be taken advantage of to grow the online community to aid business development.  There is also an opportunity to add value and increase stickiness to the online community by using YouTube as a key part of content and engagement.  There is an opportunity to add value to website by the addition of a translate facility. This would aid the many foreign speaking target audience’s user experience by making it easier for them to understand the information they are researching.
  6. 6. Digital Marketing Planning (DMP4) / 13947813 6  There is also an opportunity to add value to the website through the addition of live chat customer service function. Being able to interact in real-time with UK Football Academy staff will give a heightened user experience and encourage conversion.  There is also an opportunity to add value to the target audience and increase data collection through the addition of an e-newsletter. This will aid the growth of the online community by being an added source of content as well as allowing the opportunity of direct marketing through the sign up process. Below is a summary of the key issues brought to light by the Digital Marketing Audit that the Digital Marketing Plan addresses:  Website development to improve the user journey to and from the online community  More proactive use of Facebook and Twitter  Increase data collection and add value through the introduction of an e-newsletter  Add value and increase stickiness by using YouTube Digital Marketing Plan This plan has been created using the recognised SOSTAC® planning model, originally developed in the 1990s by PR Smith to help with marketing planning. Situation - “where are we now”? The situation analysis has been fulfilled by carrying out the Digital Marketing Audit which can be found under the second section of this document. Objectives - “where do we want to go”? These objectives are designed support the main business objective of building an online community to aid business development. Key issue Objective Website development To improve customer experience by grouping relevant content together, improving the readability colour, making the link text and brand colours uniform, fixing broken sponsored links and reducing page mistakes to zero within 2 months Facebook not used to full potential To drive traffic to the online community by doubling the number of Facebook followers within 4 months Twitter not used to full potential To drive traffic to the online community by doubling the number of Twitter followers within 6 months E-newsletter opportunity To improve customer experience and drive traffic to the online community by creating an e-newsletter and distributing to 100
  7. 7. Digital Marketing Planning (DMP4) / 13947813 7 subscribers within 8 months YouTube opportunity To drive traffic to the online community by creating two new YouTube videos and attracting 10,000 views within 12 months Objectives Rationale Improving the usability of the website and therefore the customer experience will aid in increasing traffic to and from the community. Facebook, Twitter and YouTube are the key social areas for the online community to exist and engage and it is therefore vital to use these tools to their full potential to grow the community. The introduction of an e-newsletter will add value and content to the community and therefore also aid in its’ growth. These objectives support the overall Marketing Strategy by helping to reach greater numbers of potential players globally through growth mediums that are widely accepted and trusted by the target audience. Strategy - “how the objectives will be achieved”. Strategy Statement UK Football Academy will use a mix of digital and social media channels to create an interactive community through the delivery of football related information and facilitation of online games, competitions and conversation topics to enhance the experience of its players and wider audience. The long term aims of the community are to build brand loyalty and advocacy to encourage Academy bookings and therefore to provide the community with reassurance, the brand itself will be consistently represented across all channels and touch points. UK Football Academy’s target audience has been segmented into three groups, 11-15 year old minors, 16-22 year old youths and parents / guardians and this Digital Marketing Strategy focuses on the first two segments as their online behaviour is already to engage with and trust online communities. Their main interests are also the same i.e. to become professional footballers and this commonality means that no further differentiation needs to be implemented in order to promote engagement and the content used can be focused on meeting their needs. The strategy is to use the recognised channels of Facebook, Twitter and YouTube, promoted through the website and e-newsletter and the content used, positioned to create interest in the Academy, add value to prospective players’ investigations and to engage in a fun way with prospective and current players to develop an interactive community that self- engages and shares information and ideas.
  8. 8. Digital Marketing Planning (DMP4) / 13947813 8 In order for the community to be successful, it must be interactive and engaging and the strategy is therefore to start conversations, ask questions, listen and add value. The audit findings support this strategy as they highlighted an inconsistency in brand experience and showed opportunities to implement an e-newsletter and better use Facebook, Twitter and YouTube. Tactics - “what will be done to achieve the objectives”. The Digital Marketing Plan Strategy is focused solely on achieving the over-arching business objective of building an online community to aid business development, the community itself therefore being considered “the product” of the Marketing Mix. Though “the product” itself may involve financial investment in its achievement, it does not have a pricing element directly attached to it and does not therefore incorporate the ‘Convert’ stage of the recognised RACE framework. Distribution and promotion of “the product” will be through placement on the chosen platforms of the website, Facebook, Twitter and YouTube which will deliver the identified Objectives and Strategy, which in turn will meet the needs of the target audience who already engage on these platforms. The facilitation of “the product” will be the main responsibility of the Marketing Manager who will follow a scheduled process which will include delegation to other company employees and invited content stakeholders for specific input tasks, where required. The physical evidence of “the product” is brand consistency and the growth and increased engagement of the community itself. Below is a detailed outline of the chosen Tactics: Objective Tactics To improve customer experience by grouping relevant content together, improving the readability colour, making the link text and brand colours uniform, fixing broken sponsored links and reducing page mistakes to zero within 2 months Navigation bars across the top and down the left hand side of the home page to be sorted into segmented relevance and redeployed under hew headings across the top with drop down options from the main new subject heading Investigation to be undertaken into the best colours to use on websites for ease of reading and the site re-designed based on the results with all link texts becoming one uniform colour Consideration to be taken into the brand identity and following decision, the logo to be redeployed in one uniform format Sponsors to be contacted for confirmation of link approvals and provision of correct forwarding paths for re-linking to the website
  9. 9. Digital Marketing Planning (DMP4) / 13947813 9 Website to be read in its entirety and all page errors corrected To drive traffic to the online community by doubling the number of Facebook followers within 4 months Invite all signed up Academy players to join Add new conversation-provoking posts at least 3 times per week Comment on posts from other sites at least 3 times a week Share posts from other sites at least three times a week Upload new photos at least once a week and encourage tagging and sharing Upload new video content at least once every two weeks and encourage tagging and sharing Target a Facebook Social Ad for one month Add the Facebook “like” widget to the website Link Facebook to Twitter account Display Facebook logo on all other communications Play games and share, inviting competition To drive traffic to the online community by doubling the number of Twitter followers within 6 months Link Twitter account to Facebook Display Twitter logo on all other communications Tweet with at least one football player or culturally fitting celebrity each day Use Tweet O’clock to aid timely interaction Tweet discussion-provoking content at least twice a day Use Tweet-Doc to upload documents and video Use Twit-scoop to learn buzzing keywords Categorise feed using a hash tag to make posts more visible to people who search for tagged keywords
  10. 10. Digital Marketing Planning (DMP4) / 13947813 10 To improve customer experience and drive traffic to the online community by creating an e-newsletter and distributing to 100 “Users spend 51 seconds reading the average newsletter. The layout and writing both need superb usability to survive in the high-pressure environment of a crowded inbox.” Jakob Nielsen, leading web usability consultant Decide on the focus of the e-newsletter and the frequency of release Design sign up form Create Edition 1 content Include photos to make more personal Include a further call to action Decide on and purchase e-newsletter software i.e. Mail Chimp Decide Edition 2 content Add sign up link next to other social media buttons on website Post about on Facebook and Twitter once a week To drive traffic to the online community by creating two new YouTube videos and attracting 10,000 views within 12 months Decide on focus of videos i.e. keepy-uppy by current Academy players Engage with media students to invite to film Create YouTube account Upload using YouTube tutorials / directions Share via Facebook and Twitter once a month Display YouTube logo on all other communications Create buzz i.e. by inviting guesses as to how many times ball kept up Action - “what the plan is to achieve the objectives i.e. who will do what and when”. What Who When Website Development Google investigation into the best colours to use on websites for ease of reading Assessment of content for segmentation Contact sponsors for confirmation of link approvals Marketing Manager Marketing Manager Marketing Manager June 2012 June 2012 June 2012
  11. 11. Digital Marketing Planning (DMP4) / 13947813 11 and correct forwarding paths for re-linking to the website Meeting to decide on brand identity, text colours and less cluttered format Navigation bars across the top and down the left hand side of the home page to be sorted into segmented relevance and redeployed under hew headings across the top with drop down options from the main new subject heading, logo to be redeployed in one uniform format and the site re- designed according to text colour decision Website proof reading Refreshed website launch Marketing Manager, Academy Director and Business Advisor Out-sourced web designer Marking Manager Out-sourced web designer June 2012 June / July 2012 July 2012 August 2012 Grow Facebook Followers Invite all signed up Academy players to join Add new conversation- provoking posts at least 3 times per week Comment on posts from other sites at least 3 times a week Share posts from other sites at least three times a week Upload new photos at least once a week and encourage tagging and sharing Upload new video content at least once every two weeks and encourage tagging and sharing Target a Facebook Social Ad for one month Add the Facebook “like” widget to the website Marketing Manager Marketing Manager Marketing Manager Marketing Manager Marketing Manager Marketing Manager Marketing Manager Out-sourced web designer June 2012 On-going from June 2012 On-going from June 2012 On-going from 1st June 2012 On-going from June 2012 On-going from June 2012 1 month from July 2012 1 month from June 2012
  12. 12. Digital Marketing Planning (DMP4) / 13947813 12 Link Facebook to Twitter account Display Facebook logo on all other communications Play games and share inviting competition Marketing Manager Marketing Manager Marketing Manager, Academy Director & Coaching Staff June 2012 On-going from June 2012 On-going from June 2012 Grow Twitter Followers Link Twitter account to Facebook Tweet with at least one football player or culturally fitting celebrity each day Sign up to Tweet O’clock to aid timely interaction Tweet discussion-provoking content at least twice a day Learn how to use Tweet-Doc to upload documents and video Use Twit-scoop at least once a day to learn up to date buzzing keywords to assist posting discussion-provoking content Display Twitter logo on all other communications Use a hash tag at least once a day to make posts more visible to people who search for tagged keywords Marketing Manager Marketing Manager Marketing Manager Marketing Manager Marketing Manager Marketing Manager Marketing Manager Marketing Manager June 2012 On-going from June 2012 June 2012 On-going from June 2012 June 2013 On-going from June 2012 On-going from June 2012 On-going from June 2012 Implement e-Newsletter Meeting to decide on the focus of the e-newsletter and the frequency of release Design sign up form Create Edition 1 content Decide on existing photos to use to make more personal Marketing Manager, Academy Director and Business Advisor Marketing Manager Marketing Manager, Academy Director and Business Advisor Marketing Manager, Academy Director and June 2012 June 2012 June / July 2012 July 2012
  13. 13. Digital Marketing Planning (DMP4) / 13947813 13 and purchase e-newsletter software i.e. Mail Chimp Create newsletter including a further call to action Decide on Decide Edition 2 content Proof read newsletter content Add sign up link next to other social media buttons on website Go live and start posting about on Facebook and Twitter once a week Business Advisor Out-sourced web designer Marketing Manager, Academy Director and Business Advisor Marketing Manager Out-sourced web-designer Out-sourced web-designer / Marketing Manager 1 month from July 2012 July 2012 June / July 2012 June / July 2012 August 2012 Maximise YouTube Decide on focus of videos i.e. keepy-uppy by current Academy players Engage with Media Students to invite to film Create YouTube account Upload video using YouTube tutorials / directions Share via Facebook and Twitter once a month Display YouTube logo on all other communications Create buzz once a month by instigating competition i.e. inviting guesses as to how many times keepy-uppy ball kept up Marketing Manager, Academy Director and Business Advisor Marketing Manager Marketing Manager Marketing Manager / Media Students Marketing Manager Marketing Manager Marketing Manager September 2012 September 2012 September 2012 October 2012 On-going from October 2012 On-going from October 2012 On-going from October 2012 The timings shown above have been dictated by the SMART Objectives identified:  Website development within 2 months  Facebook fans doubled within 4 months  Twitter followers doubled within 6 months  e-newsletter implemented and distributed within 8 months
  14. 14. Digital Marketing Planning (DMP4) / 13947813 14  YouTube videos created and shared within 12 months Budgetary impact will be minimal as the majority of actions are to be undertaken by the Marketing Manager as part of her day to day duties and where other stakeholders need to be engaged, such as the Academy Director and Business Advisor, this will also be part of “business as usual”. The other external resources required should also not involve any large budgetary input as the out-sourced web-designer is retained on a service contract and it is envisaged to engage the media students by offering them the opportunity to create the videos as part of their University course. Control - “did we get there?” Objective Measurement To improve customer experience by grouping relevant content together, improving the readability colour, making the link text and brand colours uniform, fixing broken sponsored links and reducing page mistakes to zero within 2 months Pre and post-development usability testing i.e. ease of use, site availability and performance by selected players, friends and family plus adherence to the scope given to out-sourced web designer To drive traffic to the online community by doubling the number of Facebook followers within 4 months The amount of weekly activity and the recorded number of Facebook “likes” To drive traffic to the online community by doubling the number of Twitter followers within 6 months The amount of daily activity and the recorded number of Twitter Account “followers” To improve customer experience and drive traffic to the online community by creating an e-newsletter and distributing to 100 Adherence to the scope given to out-sourced web designer plus the number of recorded subscriptions To drive traffic to the online community by creating two new YouTube videos and attracting 10,000 views within 12 months Adherence to the scope given to out-sourced Media Students plus the number of recorded views
  15. 15. Digital Marketing Planning (DMP4) / 13947813 15 Digital Marketing Plan Online Reference Sites: http://blazingminds.co.uk/10-simple-ways-increase-twitter/ [Accessed on 3rd May 2012] http://www.cim.co.uk/marketingplanningtool/sect7/sect74.asp [Accessed on 2nd May 2012] http://www.smartinsights.com/digital-marketing-strategy/sostac-model/ [Accessed on 2nd May 2012] http://www.smartinsights.com/goal-setting-evaluation/goals-kpis/integrated-online-marketing- strategy-a-tool-for-integrating/ [Accessed on 9th May 2012] http://www.socialmediaexaminer.com/21-creative-ways-to-increase-your-facebook-fanbase/ [Accessed on 3rd May 2012] http://www.techterms.com/definition/hashtag [Accessed on 8th May 2012] http://www.thinkwithgoogle.com/quarterly/people/note.html [Accessed on 9th May 2012] http://www.twitscoop.com/ [Accessed on 8th May 2012] http://twitter.com/#!/tweetoclock [Accessed on 8th May 2012] http://www.webdesignerdepot.com/2009/11/a-guide-to-creating-email-newsletters/ [Accessed on 3rd May 2012] http://www.youtube.com/t/creators_corner [Accessed on 3rd May 2012]
  16. 16. Digital Marketing Planning (DMP4) / 13947813 16 DIGITAL MARKETING PLANNING TASK ONE MARKETING AUDIT
  17. 17. Digital Marketing Planning (DMP4) / 13947813 17 This Digital Marketing Audit has been conducted to analyse UK Football Academy’s current online presence and its market position with a view to developing a Digital Marketing Plan to build an online community to aid business development. The audit uses the recognised PESTLE analysis tool to understand the wider (macro) environment: Politics  Political instabilities worldwide are highly important to UK Football Academy as a large number of players come from emerging markets so one of these markets collapsing politically could greatly impact on bookings  Government policies are important to UK Football Academy as decisions such as the increase in Employer’s National Insurance Contributions of 1% from 6 April 2011 are an unwelcome tax on employment  The Local Authority’s budget decisions also have an impact on UK Football Academy as for example, higher council tax will erode profit margins as will increased business rates  Government initiatives for small businesses such as sponsorship for online / digital development or free training could greatly benefit UK Football Academy by enhancing the website offering and up-skilling staff Economics  Inflation is the main economic concern to UK Football Academy as higher costs relating to the daily provision of the services will erode profit margins. Specific cost areas are: - Fuel prices - Food & grocery prices - Gas & Electricity charges - Water rates - Insurance rates  Exchange rates have an impact on UK Football Academy as a strong pound may out-price potential players from being able to make bookings Social  The lifestyles of world football stars are important to UK Football Academy as these are the role models that are aspired to and provide the strong motivations to become a professional footballer and invest in an Academy programme Technology  As UK Football Academy is almost solely marketed online developments in technology across the world are important as more people able to get online will result in more potential customers  Government investment, or lack of it, is also important especially in the emerging markets where the majority of players travel from Legal  Data protection is important to UK Football Academy due to the personal details of players being recorded  E-commerce legislation is very relevant to UK Football Academy – “E-commerce - selling goods over the internet - is subject to legislation and regulation which can be complex and changes regularly. Transactions and any electronic marketing - such as promotional emails or online newsletters - are regulated.” (http://www.businesslink.gov.uk/bdotg/action/layer?topicId=1075384925 [Accessed on 25 th April 2012])  Employment law and Consumer Protection legislation are important, as being a small company, breaching regulations could result in the business being shut down if a court judgement was to go against UK Football Academy  UK Football Academy is also affected by laws relating to the care of minors (anyone under the age of 18) and though the Academy does not accept an in loco parentis responsibility for minors, it does recognise that it has special duties of care towards the minors attending its programmes. Environment  Heightened awareness of green issues could have an impact on UK Football Academy if more players decided that they’d rather seek solutions in their own country to reduce their carbon footprint than fly abroad The Micro-environment Target markets Online needs & behaviour  UK Football Academy’s target audience is global as players are accepted from anywhere in the world as long as they can meet UK visa restrictions  The target audience can be segmented into three, two ages groups of players, 11-15 minors and 16- 22 youths and their parents / guardians  Players and parents / guardians alike research information online to identify available football academy providers in the UK  Once possible providers have been identified, they evaluate their options from the information found on each providers website and social networking pages
  18. 18. Digital Marketing Planning (DMP4) / 13947813 18  The target playing audience is restricted to boys only  As UK Football Academy’s aim is to help players go on to be signed by a professional football club, the playing target market is for boys with professional footballing ambitions, rather than boys who simply enjoy football as a hobby  Due to fees involved with playing at the Academy, the parental / guardian target audience is mid income to affluent  Due to the residential nature of the Academy, the parental / guardian target audience are dedicated to helping their children succeed and broad minded enough to allow their children to travel independently to and remain in the UK for an extended period  Due to the global awareness of the English Premier League all segments of the target audience consider the UK the best place for football training  Due to the global nature of the target audience, they need to be able to make initial contact online and this is normally made through the website by parents / guardians or through Facebook by potential players  Initial contact is normally asking for further information or information clarification and due to the global nature of most enquiries, this information is needs to be able to be provided online via email  The target audiences look for reassurance of the Academy’s service online through videos, testimonials and social engagement  Due to the global nature of the target audience, they need bookings and payments be taken online  Also due to the global nature of the target audience, they need customer service to be available online  The target audiences also look for engagement and entertainment from online sources Competitor Comparison Analysis Mark scheme: 0 = Not working / not implemented 1 = Poor 2 = Medium 3 = Good UK Football Academy Elite Football Academy Football-Academy Football CV Academy URL www.uk- footballacademy.com (2) www.elite- footballacademy.com (2) www.football- academy.co.uk (2) www.footballcvacademy.com (2) Page “busy-ness” Busy (1) Busy (1) Medium (2) Medium (2) Home page ease of view (fonts & colours) Poor use of colour – green & blue difficult to read on grey background and inconsistent colour use on page links (1) Colour scheme easy to view but page crossover leaves 25% unreadable (1) Blue a little nauseous and initially loaded font size small (2) Colour scheme easy to view, consistently coloured page links, initially loaded font size slightly small (3) Initial load speed Good (3) Good (3) Good (3) Good (3) Ease of navigation Medium (2) Medium (2) Poor (1) Good (3) Speed of navigation Good (3) Medium (2) Good (3) Good (3) Ages catered for: 11-22 years (3) 15-21 years (2) Unspecified (0) 16-19 years (1) Price range: £1,560 - £19,000 (3) £2,900 +VAT - £24,000 + VAT (2) Unspecified (0) £9,500 - £24,000 (2) Sponsored links 6 (2) None (0) None (0) 10 (3) Link speed Slow - 1 / Failed to link – 5 (0) n/a (0) n/a (0) Less than 3 seconds (3) Non-sponsored affiliations 1 (1) 4 (2) 0 (0) 0 (0) Logo / brand strength Inconsistent use of colour on branding & difficult to read strapline around football (1) Writing on gold not totally easy to read but logo overall easily recognisable as football related (2) Weak on blue background where mostly shown, better against white. Unsure target audience will get oyster ref (1) Red & black colour scheme easy to look at, simple design easily football related and consistently used on site (3) Video content Yes (3) No (0) Yes (3) Yes (3) Speed of video load 5 seconds (2) n/a (0) Unable to load (0) 2 seconds (3) Expandable photos Yes (3) Only on gallery page (2) No + unable to load gallery photos (0) No but used as links (2) Online shop No (0) No (0) Yes (3) No (0) Facebook link Yes (3) Yes (3) No (0) Yes (3) FB followers (likes) 248 (1) 821 (3) n/a (0) 582 (2) Twitter link Yes (3) Yes (3) No (0) Yes (3) Twitter followers 255 (3) 204 (3) n/a (0) 154 (1) YouTube link No (0) No (0) No (0) Yes (3) Subscribers / views n/a (0) n/a (0) n/a (0) 77 / 74,841 (3) Translate option No (0) Yes – but doesn’t work! (0) No (0) Yes – and working well (Google Translate) (3) Live chat option No (0) No (0) No (0) Yes (email option if support offline) (3) Newsletter sign up No (0) No (0) No (0) Yes (3) Page mistakes 5 (2) 3 (3) 7 (1) 0 (3) Marks out of 78 42 36 21 63
  19. 19. Digital Marketing Planning (DMP4) / 13947813 19 SWOT ANALYSIS Strengths  Senior management and coaching staff have good football industry knowledge and mentoring & motivating abilities  Office workforce have good business acumen  Recent price increase has not effected bookings  100% online marketing is economic and flexible  UK Football Academy has strong promotional links  Customer service is flexible with quick phone and email response Weaknesses  Poor cash flow and only 10% profit margin  Senior management has limited business acumen  Office workforce has limited football industry and marketing knowledge  There is no training or development in place for office workforce  Process failures have been experienced (website offline for 2 weeks)  Brand is not uniform across business  There are very limited marketing resources  There is no customer analysis, segmentation or satisfaction recorded Opportunities  Greater internet use & development across the world, especially in emerging markets  Olympics heightening awareness worldwide of sport in the UK  Increasing populations worldwide = more 11 to 22 year olds Threats  Political instability around the world  Inflation on the rise Global Market Size for Online “football academy” searches in the UK
  20. 20. Digital Marketing Planning (DMP4) / 13947813 20 Search Engine Market Position for UK Football Academy Google Yahoo
  21. 21. Digital Marketing Planning (DMP4) / 13947813 21 Digital Marketing Online Reference Sites: http://www.businesslink.gov.uk/bdotg/action/layer?topicId=1075384925 [Accessed on 25th April 2012] http://www.elite-footballacademy.com [Accessed on 1st May 2012] http://www.football-academy.co.uk [Accessed on 1st May 2012] http://www.footballcvacademy.comhttp://www.ukcisa.org.uk/files/pdf/about/material_media/u nder18_guide.pdf [Accessed on 25th April 2012] http://www.google.co.uk/#hl=en&sclient=psy- ab&q=English+football+academies&oq=English+football+academies&aq=f&aqi=g1g-K1g- m1g- mK1&aql=&gs_l=hp.3..0j0i30j0i5j0i5i30.14930.22496.8.22622.23.18.0.3.3.3.1206.4387.3- 2j2j3j0j1.8.0...0.0.VCZhplrv1tA&pbx=1&bav=on.2,or.r_gc.r_pw.r_qf.,cf.osb&fp=1dce7cc5f68 d83de&biw=1024&bih=628 [Accessed on 9th May 2012] http://www.google.com/insights/search/#q=uk%20football%20academy%2Cuk%20football% 20training%2Cuk%20football%20coaching%2Cuk%20football%20school%2Cuk%20soccer %20academy&date=today%2012-m&cmpt=q [Accessed on 1st May 2012] http://www.marketingteacher.com/lesson-store/lesson-swot.html# [Accessed on 25th April 2012] http://www.oup.com/uk/orc/bin/9780199296378/01student/additional/page_10.htm [Accessed on 1st May 2012] http://www.ukcisa.org.uk/files/pdf/about/material_media/under18_guide.pdf [Accessed on 1st May 2012] http://www.uk-footballacademy.com [Accessed on 1st May 2012] http://www.uk.search.yahoo.com/search;_ylt=A7x9Qb0a6KpPcH4AHDlLBQx.?p=uk+football +academy&fr2=sb-top&fr=yfp-t-702&type_param=&rd=r1 [Accessed on 9th May 2012] http://www.which.co.uk/money/tax/guides/emergency-budget-2010-highlights/ [Accessed on 25th April 2012]
  22. 22. Digital Marketing Planning (DMP4) / 13947813 22 DIGITAL MARKETING PLANNING TASK THREE REPORT ON DIGITAL MARKETING PLANNING Word Count: 1,100
  23. 23. Digital Marketing Planning (DMP4) / 13947813 23 REPORT ON DIGITAL MARKETING PLANNING By Jane Saint, Marketing Executive For Noelle Thompson, Marketing Manager Introduction This report has been produced to describe how the various elements of the digital marketing planning process link together, to identify two key factors from the audit that influenced the content of the plan and to explain how the digital marketing mix within the plan is designed specifically to support the objectives of the plan. Main Findings 1. How the Elements of the Digital Planning Process Link Together The elements link the process together by taking the plan through a sequential journey with the detail from each element leading the decisions for the next stage. The situation analysis assessed the wider outside, or “macro” environment using PESTLE: “There are many factors in the macro-environment that will affect the decisions of the managers of any organisation. Tax changes, new laws, trade barriers, demographic change and government policy changes are all examples of macro change. To help analyse these factors managers can categorise them using the PESTEL model.” (http://www.oup.com/uk/orc/bin/9780199296378/01student/additional/page_12.htm [Accessed on 24th April 2012]) The closer or “micro” environment which: “consists of stakeholder groups that a firm has regular dealings with. The way these relationships develop can affect the costs, quality and overall success of a business.” (http://www.oup.com/uk/orc/bin/9780199296378/01student/additional/page_10.htm [Accessed on 1st May 2012]) And finally, the interior environment using SWOT analysis “a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors.” (http://www.marketingteacher.com/lesson-store/lesson-swot.html# [Accessed on 25th April 2012]) The results from these analyses and the insights subsequently gained decided the Objectives of the plan which all link directly to the business strategy to build an online community to aid business development: “Companies that understand how customers use the new media in their purchase decision- making can develop integrated communications strategies that support their customers at each stage of the buying process.” (Chaffey, D., 2009 E-Business and E-Commerce Management. Pearson Education UK)
  24. 24. Digital Marketing Planning (DMP4) / 13947813 24 Insight – Evidence from Audit Objective Customer experience can be improved through making the website easier to view and navigate To improve customer experience by grouping relevant content together, improving the readability colour, making the link text and brand colours uniform, fixing broken sponsored links and reducing page mistakes to zero within 2 months There is target audience appetite for greater Facebook engagement, evidenced by greater numbers of followers to two of UK Football Academy’s competitors Facebook pages To drive traffic to the online community by doubling the number of Facebook followers within 4 months There is target audience appetite for greater Twitter engagement, evidenced by two of UK Football Academy’s competitors also attracting hundreds of followers To drive traffic to the online community by doubling the number of Twitter followers within 6 months There is target audience appetite for an e- newsletter, evidenced by UK Football Academy’s leading competitor using this tool To improve customer experience and drive traffic to the online community by creating an e-newsletter and distributing to 100 There is target audience appetite for YouTube engagement, evidenced by UK Football Academy’s leading competitor using this tool and attracting tens of thousands of views To drive traffic to the online community by creating two new YouTube videos and attracting 10,000 views within 12 months These Objectives drive the Strategy of the plan which is evidenced by the Strategy Statement: UK Football Academy will use a mix of digital and social media channels to create an interactive community through the delivery of football related information and facilitation of online games, competitions and conversation topics to enhance the experience of its players and wider audience. The Strategy in turn leads the Tactics to be adopted, which focus on using the digital marketing mix and are discussed in more detail in Section 3 of this report. [Richard Sedley] “Customer engagement places the strategic emphasis on the creation of valuable relationships and encourages both parties to see mutual advantage in that relationship. Frequently this will mean that your tactics require a multi-channel approach” (http://www.smartinsights.com/customer-engagement/customer-engagement- strategy/customer-engagement-interview-with-richard-sedley-of-cscape/ [Accessed on 23rd May 2012]) The Actions are the physical activities required to turn the Tactics into reality and that will ensure the Objectives are achieved. The Actions chosen have been done so to minimise financial outlay and maximise reach and engagement.
  25. 25. Digital Marketing Planning (DMP4) / 13947813 25 Finally the Control elements are the chosen measures to judge whether the plan, and therefore the Objectives have been achieved. 2. The Way in which Two Key Factors from the Digital Marketing Audit Influenced the Content of the Plan Two key factors that influenced the content of the plan were: 1) The design of the website can be improved to provide a better customer experience 2) Social Media platforms are not being used to their full potential These key factors were identified through in-depth analysis of and comparison with UK Football Academy’s main competitors, Elite Football, Football-Academy and Football CV Academy. Website Design The analysis and comparisons showed that, although UK Football Academy has a lot of good content within its website, the information appears visually crowded and is not easy to read which leads directly to the first Objective of website development. This key factor therefore influenced the content of the plan in its Tactical decisions relating to website design and colour choices, brand identity and sponsored links. It also influenced the plan in regard to the Actions that need to be carried out and the subsequent Control measures chosen. Social Media Platforms The analysis and comparisons also showed that value that can be added by improving the “stickiness” of UK Football Academy’s online community through greater interaction through Facebook and Twitter and better use of available digital tools such as YouTube and an online e-newsletter. “It is often said that up-to-date content is crucial to site stickiness but fresh content will not happen by accident, so companies have to consider approaches that can be used to control the quality of documents and in particular to keep them up to date and relevant” (Chaffey, D., 2009 E-Business and E-Commerce Management. Pearson Education UK) This key factor, lead to the other four Objectives of the plan which relate to driving traffic to the online community and the subsequent Tactical decisions to greatly increase engagement. It also therefore greatly also influenced the plan in regard to the Actions that need to be carried out and the subsequent Control measures chosen.
  26. 26. Digital Marketing Planning (DMP4) / 13947813 26 3. How the Digital Marketing Mix will Support the Objectives of the Plan The elements of the Digital Marketing Mix that support the objectives of the plan are: Product This addresses the tangible elements i.e. the look, feel, content and usability of the website as well as the amount of engaging content placed on Facebook, Twitter and YouTube. This element of the mix supports the Objectives of improving customer experience and driving traffic to the online community. Place This addresses distribution, which relates to the Social Media platforms chosen to achieve the required amount of customer engagement and to satisfying the existing online behavioural needs of the target audiences supporting the Objective of driving traffic to the online community. Promotion This addresses the promotional tools that can be utilised, which relates to the online push tactics to be used, which in the plan include Facebook and Twitter posts, uploads and competition initiation as well as a targeted Facebook Ad Campaign. Again this supports the Objective of driving traffic to the online community. People This is a highly important element of the Digital Marketing Mix which supports the overall Business Objective as the very core of building an online community to aid business development involves developing people to drive Word of Mouth and become advocates and buying decision influencers. Process The processes involved with building an online community are also vital as the website must be operationally robust, load quickly and link as it should to other platforms which themselves also need to be robust, user-friendly and operationally reliable. Physical Evidence Physical evidence relates to the Objective of improving customer experience as it should be consistent throughout each platform and digital tool adopted and therefore also supports brand reassurance. In addition to the visual physical evidence the community sees online, the activity and interaction of the community itself is also physical evidence and therefore the achievement of the plan’s Objective of driving traffic to the online community will self-perpetuate the importance of the physical evidence element of the Digital Marketing Mix in supporting that Objective.
  27. 27. Digital Marketing Planning (DMP4) / 13947813 27 Conclusion Adoption of this Digital Marketing Plan will result in a better customer and user online experience. It will grow an online community that is engaged with and promotes UK Football Academy and which as a result, will aid business development. [Richard Sedley] “The effectiveness of any marketing initiative needs to be seen in the context of a strategy that builds from campaign to campaign. The most successful of these develop existing relationships and utilise them to reach and engage new customers. Customer advocacy has always been a goal for marketers but the rise of online user generated content has the potential to take advocacy to another level.” (http://www.smartinsights.com/customer-engagement/customer-engagement- strategy/customer-engagement-interview-with-richard-sedley-of-cscape/ [Accessed on 23rd May 2012])
  28. 28. Digital Marketing Planning (DMP4) / 13947813 28 Digital Marketing Report Online Reference Sites http://www.marketingteacher.com/lesson-store/lesson-swot.html# [Accessed on 25th April 2012] http://www.oup.com/uk/orc/bin/9780199296378/01student/additional/page_10.htm [Accessed on 1st May 2012] http://www.oup.com/uk/orc/bin/9780199296378/01student/additional/page_12.htm [Accessed on 24th April 2012] http://www.smartinsights.com/customer-engagement/customer-engagement- strategy/customer-engagement-interview-with-richard-sedley-of-cscape/ [Accessed on 23rd May 2012] http://www.thinkwithgoogle.com/quarterly/people/note.html [Accessed on 9th May 2012] Bibliography Chaffey, D., 2009 E-Business and E-Commerce Management. Pearson Education UK
  29. 29. Digital Marketing Planning (DMP4) / 13947813 29 Appendix Organisation Background UK Football Academy www.uk-footballacademy.com The UK Football Academy, based in Dunstable, Bedfordshire, was set up in 2010 by ex- Queens Park Rangers footballer, Paul Grey. Facilities boast a state-of-the-art gym facility, a full size Astroturf football pitch, mini soccer and grass arenas. Academy courses run from 4 weeks to 2 years and are open worldwide to anyone between the ages of 11 & 22. The majority of players come from outside the UK, with high levels of players coming from Africa and Asia and coaching programmes are intensive and physically demanding with players needing to be both technically and physically at a high standard in order to complete their programme. The Academy's aim is to expose players to English football and help them develop in an enjoyable and safe environment, through training sessions, fitness work outs and exhibition matches which will hopefully provide the opportunity for progression into professional football, though it is highlighted clearly that football is an extremely competitive industry and no promises are made that Academy players will get a trial for a professional club. Players that are recognised as possibly possessing the ability to play professional football are given every assistance from the coaching staff who have the necessary contacts and coaching staff also help in providing pathways into semi-professional clubs that can act as an alternative pathway into professional football. All players are provided with a report and action plan upon ending their stay. The UK Football Academy offers different courses to suit differing needs, all of these being residential where accommodation, all meals, transport to and from the airport on arrival and departure, transport to and from training and matches and all training sessions and match day management is included. Every need is covered and full supervision given from the moment players arrive to the moment they leave. At present, the UK Football Academy also offers evening educational courses to players staying for 1 or 2 years and as of September 2012, they will be able to offer a full-time 6th form education to any player on 1 or 2 year courses. All course bookings taken are subject to acceptance and security and status checks are carried out on all applicants. Bookings are not confirmed until a deposit or full payment has
  30. 30. Digital Marketing Planning (DMP4) / 13947813 30 been received and full balances must be paid no later than 21 days after a deposit is received. All fees are payable prior to arrival date and late payments result in the booking being cancelled and loss of any payment made. A website presence and Facebook and Twitter pages are the existing core digital marketing activities.

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