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TCS_Report_FINAL

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TCS_Report_FINAL

  1. 1. Presented(by:( (
  2. 2. The$ Team$ “What(was(your( childhood(ambition?”( Ming(says,( “What(era(would(you(love( to(time(travel(to?”( Charlotte$says,( “When(was(the(last( time(you(cried?”( Rui$says,( “What(would(you(say(to( your(16(year(old(self?”( Leo$says,( “What(was(your(childhood( ambition?”( Izzy(says,(
  3. 3. Introduction$ Throughout(the(length(of(this(project,(we(have(continued(to(champion(the(work(of( Emmaus(whilst(strengthening(the(links(between(the(charity(and(the(student(community.( We(have(incorporated(the(best(of(our(thinking(into(a(compelling(campaign(and(strategy( with(the(goal(harnessing(the(power(of(technology(and(creative(marketing(to(double( Emmaus’(online(sales(revenues(in(less(than(12(months.(Our(efforts(have(seen(Emmaus’( profile(in(the(local(community(increase(dramatically(and(social(media(traffic(increase(by( 1,040%.( ( We(partnered(with(Emmaus(at(a(time(when(their(social(media(presence(was( limited;(having(168(Facebook(followers(and(an(even(more(limited(Twitter(presence.(In( addition(Emmaus(had(a(limited(marketing(budget(and(limited(human(resources.(We( were(given(six(weeks(to(assist(Emmaus.(Our(goal(was(to(build(an(iconic(brand(for( Emmaus,(one(synonymous(with(quality(and(good(value.(In(the(course(of(completing(the( project(we(have(aimed(to(deliver(more(value(than(our(client(has(expected;(we(have(been( agile(and(flexible;(we(have(brought(fresh(insights(to(the(organisation;(and(have(always( acted(in(the(best(interests(of(the(organisation.(Our(solution(needed(to(be(as(sustainable( as(possible;(something(that(future(companions(could(continue(long(after(our(project(had( ended.(On(a(team(level,(we(have(demonstrated(that(we(are(enterprising,(intellectually( curious(people(who(will(strive(with(our(client(to(achieve(success.(We(have(remained( positive;(invested(in(personal(relationships;(listened(with(curiosity(and(demonstrated(a( willingness(to(learn(new(things.(( ( Emmaus(is(an(organisation(with(strongly(held(values(and(a(commitment(to( integrity(and(humility.(They(have(the(courage(to(express(their(views(and(help(those( most(in(need(even(when(these(decisions(would(be(unpopular.(We(have(adopted(their( values—treating(people(the(way(they(would(like(to(be(treated,(acting(with(integrity(to( enhance(our(reputation(and(never(being(satisfied(with(second(best.( ( In(this(report(we(provide(more(detail(on(how(we’ve(improved(the(performance(of(
  4. 4. In(this(report(we(provide(more(detail(on(how(we’ve(improved(the(performance(of(Emmaus(against(a(range(of(key( measures(including(community(impact(and(sales(growth.((We(firstly(offer(a(background(of(the(project,(a(profile(of( the(client,(and(a(definition(of(our(objectives.(A(highlight(is(our(work(to(get(students(talking(about(Emmaus,(taking( the(stigma(away(from(homelessness(and(emphasising(the(direct(impact(that(buying(from(Emmaus(has(on(a(local( scale.(Our(marketing(campaign(has(been(focussed(on(looking(for(ways(to(raise(awareness(about(Emmaus,(make(a( meaningful(difference(to(our(communities(and(measure(the(social(impact(of(our(initiatives.(( ( There(is(no(doubt(in(my(mind(that(the(strong(few(weeks(we(have(had(on(this(project(is(largely(down(to(the( commitment(of(our(people(and(the(assistance(of(Emmaus.(We(unflinchingly(followed(a(strategy(of(staying(close(to( our(client,(keeping(them(updated,(receiving(their(feedback(and(showing(a(consistent(level(of(curiosity(that(helped( us(gain(a(better(understanding(of(what(they(needed(from(us.(This(strategy(further(involved(us(setting(ourselves( challenging(targets—both(sales(related(and(otherwise—and(continuously(measuring(our(performance(against( them.(( ( There(are(quantifiable(measures,(such(as(the(increased(traffic(we(have(generated(onto(Emmaus’(social(media( presences,(but(there(are(also(less(tangible(benefits(we(have(helped(generate.(Starting(with(our(marketing( campaign,(we(have(designed(and(implemented(a(direct(and(viral(marketing(campaign(with(a(living(room( installation(on(campus.(An(opportunity(to(win(store(vouchers(in(a(competition(was(also(implemented(to(increase( footfall(to(their(high(street(store.(( ( Turning(to(our(impact(on(the(organisation,(we(have(formulated(short,(easy(to(read(training(documents(that(gives( companions(easy(tools(to(effectively(use(social(media(and(continue(our(campaign.(We(have(also(drastically( updated(Emmaus(eBay(page(and(are(in(the(process(of(doing(the(same(for(Facebook.(( ( Through(campaigns(like(this(we(can(raise(awareness(of(homelessness(not(just(in(Bristol(but(also(throughout(the( UK.(We(feel(that(there(are(a(high(number(of(people(living(in(Bristol,(particularly(students,(who(could(benefit(from( engaging(with(Emmaus.(We(are(keen(to(offer(support(in(fostering(these(relationships(and(simultaneously( encouraging(companions(to(further(integrate(themselves(into(the(community.(The(widening(inequality(gap(in(the( UK,(seen(for(example(in(the(rise(of(food(banks(across(the(country,(has(created(a(new(urgency(for(organisations( like(Emmaus.(Although(our(project(may(have(benefited(from(a(longer(timescale,(we(feel(that(we(have(made(a( significant(difference(in(the(organisation’s(future.(( (
  5. 5. Using the logo Emmaus brand toolkit, version 1 Key$ Insights$ $ (Increase$Emmaus$Bristol’s$eBay$store$exposure$and$revenue( • Charity(Direct(Seller( o Saving(up(to(£3,000/year(on(eBay(fees( • Upgrading(the(eBay(shop( o Custom(designed(eBay(store(( o Custom(designed(eBay(listing( o Postselling(leaflet(marketing(( • Training(manuals( o Emmaus’s(eBay(selling(process(( • Google(Adwords(grants( o $10,000/month(of(free(advertising(to(eBay(store( Improving$Emmaus$Bristol’s$brand$image$and$exposure$in$target$ markets$ • Upgrading(Facebook(( o New(profile(and(cover(photo(( o Incorporating(Donation(and(eBay(app( ( • Creative(marketing(campaign(( o Couch(of(Stokes(Croft(marketing(campaign(( ( Motivation$ • Achieve(financial(independence( from(parent(group(within(12( months,(to(cover(at(least(£150k( monetary(gap/annually( • Penetrating(into(new(market( segment;(the(student(market.( • Achieve(local(brand(recognition( (
  6. 6. Final( TCS(Presentation(at(London( Winner(annoucement(video( Seven( Meeting(with(Google(Marketing(Manager( Meet(client(to(review(structure(of(report(and(select( winner(from(campaign( To(do:(Final(Report(|(Presentation(Slides( Six( Leaelet(design(|(HTML(eBay(store(layout(|(Charity(Direct(Seller(|(Training( Manual( Couch(of(Stoke(Crofts(marketing(campaign(( Five( Submitted(3rd(deliverables(:(Solution(Proposal( Reports(( Met(Richard(to(review(marketing(proposal(( Met(Simon(and(Dave(to(review(technology(proposal(( Four( Met(Richard(and(Simon(to(clarify(Scope(Statement(Report( To(do(:(Solution(Proposals(Reports( Three( Submitted(2nd(deliverable(:(Scope(Statement(Report( Arranged(meeting(with(clients(next(week(( Two( Submitted(1st(deliverable(:(Market(Research(Report(( To(do(:(Scope(Statement(Report( One( Assigned(roles(in(team( To(do(:(Market(Research(Report( Zero( Met(client(and(established(background(of(business( Identieied(objectives(with(clients(and(mentors( Timeline$of$$ Project$ Meeting'Richard,'Chief'Executive' Meeting'Simon,'Emmaus'eBay'expert'
  7. 7. (
  8. 8. Using the logo Emmaus br Upgrading$$ Facebook$ ( Donation$App$ • The(Donation(app(allows(Emmaus(Bristol(to(receive(donations(from(its( Facebook(fans,(with(the(donations(directly(transferred(to(Emmaus( Bristol’s(PayPal(account.(A(PayPal(account(is(required(for(donations.(( ( • Previously,(monetary(donations(are(only(accepted(through(Emmaus( Bristol(Just(Giving(page.(This(app(opens(up(an(effective(new(channel(for( receiving(monetary(donations(and(it(is(expected(that(this(solution(meet( Emmaus(Bristol’s(online(fundraising(strategy$in(the(longterm.(( ( ( ( (
  9. 9. Using the logo Emmaus br ( ( ( eBay$App$ • The(eBay(app(allows(fans(to(view(all(of(Emmaus(Bristol’s( eBay(listing(through(its(Facebook(page.(Any(clicks(further(will( direct(fans(to(eBay.( • This(app(promotes$Emmaus(Bristol(eBay(business(by( providing(a(direct(link(to(the(Facebook(platform.(( (
  10. 10. Using the logo Emmaus br New$look$ • Our(aim(is(to(improve(the(outlook(of(Emmaus( Bristol’s(Facebook(page.(( • The(cover(photo(will(highlight(Emmaus’s(mission( statement.(( • New(compelling(and(resolution(optimised(profile( picture.(( • To(inject(an(element(of(creativity,(the(design(is( such(that(the(profile,(and(cover(photo(are(collated( as(a(single(image.( ( Old$Look$ • The(resolution(of(the(previous(profile(picture(is(not( optimised(and(the(colour(used(does(not(represent(the( theme(of(the(Emmaus(brand.(( • (Cover(photo(is(nonexistent.(( ( ( (
  11. 11. Using the logo Emmaus br Charity$Direct$ Seller$ ( ( ( Waiving$eBay$fees$ Guiding(Emmaus(Bristol(in(maximizing(its(charity(direct(seller( benefits(on(eBay.(Selling(as(a(charity(direct(seller(waive(off(100%(of( all(eBay(transaction(fees.( ( This(solution(is(expected(to(save(Emmaus(Bristol(up(to( £3,000/year$ (approximately(£250/month*)(on(eBay(fees.( *Based(on(average(invoice(fees(for(two(years(
  12. 12. Upgrading$the$ eBay$shop$ 1.$Overview$ ( To(develop(a(custom(eBay(store(design(and(listing(template(design(for(Emmaus(Bristol(eBay( shop.(The(themes(will(be:( ( • Shaped(with(Emmaus(primary(&(secondary(colours.(( • Formatted(with(Emmaus(preferred(typeface(( • Fitted(with(Emmaus(community(logo((( ( It(is(hoped(that(the(new(design(will(boost(Emmaus(Bristol’s(brand(recognition(within(the( eBay(online(community.((( ( When(implemented,(the(eBay(store(design(would(require(no(further(input(from(the(client.( However,(this(is(not(the(case(for(the(listing(template(design.(A(feature(in(the(design(requires( manual(HTML(editing(from(the(client(side,(for(example,(the(contents(under(‘Description’(has( to(be(updated(for(each(new(item.(Although(menial,(clear(instruction(manuals(will(be(made( available(to(ensure(that(this(transition(is(easily(reached(and(sustainable.(( ( 2.$Development$ $ The(task(was(delegated(between(two(members;(with(one(working(on(coding(and(the(other( on(graphic(design.(The(graphics(were(created(using(Adobe(Photoshop(CS6(and(the(HTML( codes(were(built(on(Adobe(Dream(Weaver.(Neither(team(member(had(any(prior(experience( in(their(respective(tasks.(( ( For(the(graphics(in(the(HTML(to(work(on(eBay,(the(team(required(access(to(the(client’s(FTP( (File(Transfer(Protocols)(details,(for(the(purpose(of(uploading(the(graphics(into(a(web hosting(server.(( ( The(team(has(uploaded(a(host(of(graphic(images(into(the(client’s(webhosting(server,(and(no( further(input(is(required(from(the(client(side.(( ( (
  13. 13. ( $ 3.$Client$Training$ ( The(eBay(listing(design(is(divided(into(three(main(headings:( Description,(T&C(and(About(Us.(( $ As(“description”(for(each(listing(is(unique,(the(client(is(required(to( input(their(desired(description(words(in(the(form(of(HTML(codes(for( each(new(listing.(In(addition(to(editing,(the(client(is(required(to( extract(the(codes(and(implement(the(codes(independently.(This( addition(is(menial(and(stepbystep(instructions(will(be(provided.(( ( A(standard(text(file(with(the(HTML(code(will(be(provided(and(the( client(is(expected(to(keep(it(for(future(use.(( ( The(training(material(will(be(supplemented(by(graphics(and( annotations.(Please(see(below(on(‘eBay(Training(Manual’(for(how(it( looks(like.(( ( ( 4.$Execution$ ( The(custom(eBay(store(design(was(updated(to(replace(the(existing( template(by(eBay.(No(further(input(from(the(client(is(required.(The( figures(on(the(next(2(pages(below(illustrates(the(before(and(after(of( this(work:(( ( (
  14. 14. Using the logo Emmaus br Before$&$After$ eBay$Shop$ ( ( (
  15. 15. Using the logo Emmaus br Before$&$After$ eBay$Listing$ ( ( (
  16. 16. Using the logo Emmaus br eBay$Training$ Manuals$ ( ( ( eBay$Selling$Process$ • To(develop(training(manuals(that( provides(sufficient(information(on(the( eBay(selling(flow.(( • The(document(will(be(made( comprehensive(and(will(be(targeted( towards(companions(with(little(or( without(any(prior(knowledge(in( technology.(( • It(is(hoped(that(the(instructions(in(the( manual(will(support(the(companion( with(necessary(information(to(perform( the(tasks(independently.(( • The(aim(of(this(document(is(to( instigate(sustainability(into(Emmaus( Bristol’s(eBay(business.(( (
  17. 17. PostXsale$ eBay$Leaflets$$ The(idea(is(to(supply(leaflets(along(with(the( products(to(be(delivered.(The(leaflets(will( have(contents(that(aims(to:(( ( • Convey(Emmaus(Bristol’s(charity(message(to( spread(awareness(( • Entice((local)(buyers(to(explore(Emmaus(Bristol’s( retail(store.(( • Entice(buyers(to(subscribe(to(Emmaus(Bristol’s( eBay(store(( • Entice(buyers(to(engage(with(Emmaus(Bristol’s( Face(Book(page/main(site(( (
  18. 18. Google$ AdWords$Grant$ Guiding$Emmaus$Bristol$in$its$Google$Ad$Grants$application.$ ( Google(Ad(Grants(is(a(nonprofit(edition(of(AdWords,(Google’s(online(advertising(tool.((( ( • Grant(of($10,000(per(month(of(AdWords(advertising(( • The(advertising(will(be(used(to(link(searched(key(words(such(as(‘secondhand(goods,( furniture,(vintage(goods,(etc.’(to(Emmaus(Bristol’s(eBay(shop(directly.((( Currently(Emmaus(Bristol(holds(a(contract(with(a( third(party(firm,(Yelp(in(its(application(of(Google( Ads.(The(ads(generated(are(only(linked(to( Emmaus(Bristol(main(page,(but(not(to(the(eBay( store.(And(of(course,(the(service(is(not(free.(( ( With(that(in(mind,(the(solution(is(expected(to,(( ( • Clear$up$some$expenditure(( related(to(Google(Ads(in(the(long(term((If( Emmaus(Bristol(decides(to(end(contract( with(Yell)(( ( With(the(ads(linked(directly(to(the(eBay(store,(the( solution(is(expected(to:(( ( • Drive$significant$traffic(( to(Emmaus(Bristol’s(eBay(shop,(thereby( increasing(revenue(( ( (
  19. 19. Creative Marketing
  20. 20. Executive Overview Motivation$ The(objective(of(Emmaus(is(to(get(viral(among(Bristol(people,(especially(young( people,(whilst(conveying(the(personality(or(identity(and(messages(of(Emmaus.( Richard(expressed(his(desire(to(not(invite(sympathy(for(the(companions(through( his(online(presence(but(to(simply(portray(Emmaus(as(a(business(offering(great( products(at(competitive(prices.(Social(media(provides(a(platform(for(low(cost( marketing(strategies(offering(the(opportunity(to(connect(and(interact(with(your( customers,(promote(a(brand(and(drive(traffic(to(your(site.( This(proposal(aims(to(provide(a(direct(marketing(campaign(targeted(at(the( students(of(the(University(of(Bristol(both(on(campus(and(on(social(media.(It(is(a( fun(interactive(initiative(that(will(portray(Emmaus(as(a(current(and(trendy(place( to(shop.(It(requires(a(very(small(start(up(cost(with(no(running(costs(and(as(it( connects(Emmaus(with(customers(on(social(media(it(will(provide(maximum( output(with(minimum(input.( ( (
  21. 21. Design$Objectives$ $ • A(viral(and(direct(marketing(campaign(with(students(through(a(living(room(installation(on(the(student(campus(with(the(photos(being( uploaded(to(the(Emmaus’(Facebook(page(for(competition(entry.( • The(portrayal(of(Emmaus(as(providing(a(comforting(community(and(space(for(positive(reflection(through(the(display(of(the(living(room( with(enlightening(captions.( ( Statement$of$Problem$ Emmaus(Bristol(are(currently(only(reaching(small(scope(of(people( interested(in(cheap(furniture(and(clothing.(The(move(to(stokes(croft( has(logistically(made(their(products(more(accessible(to(students(and( the(local(stokes(croft(residents,(who(are(notorious(for(supporting( local(businesses,(however(their(presence(needs(to(be(made(aware(of( and(to(appeal(to(the(student(market(they(need(to(appear(to(be( supplying(good(quality,(stylish(products.$ With(the(average(time(spent(on(Facebook(being(20(minutes(daily(this( new(collaboration(makes(it(a(great(platform(for(advertising(to(the( student(market(and(the(wider(community,(however(reach(is(limited( with(only(262(Facebook(likes.(In(addition(Emmaus(have(a(limited( budget(and(limited(human(resources(and(the(solution(needs(to(be( sustainable(so(that(the(companions(could(continue(to(be(active(on( Emmaus’(social(media(feeds.(( ( Facebook'event'for'the'Couch'of'Stokes'Croft'Campaign'
  22. 22. Identifying$Target$Specifications$ Costs$$ • The(campaign(is(cheap(to(install(and(run,(only(requiring(current(stock(for(duration(of(the( campaign(and(the(small(costs(of(transporting(the(furniture,(printing(leaflets(and(cost(of(the( prize((which(is(no(direct(cost(at(all(as(would(be(donated(goods(from(the(shop).$ $ Short$Term$Impact$ • The(competition(aspect(should(entice(mass(interest(and(increase(traffic(to(the(site,(with(the( tagging( requirement( creating( a( domino( effect( for( the( number( of( page( views.( Anyone( viewing(the(site(would(then(be(made(of(aware(of(who(Emmaus(are,(where(to(find(them(and( what(gods(they(are(selling.( ( Long$Term$Impact$ • Increasing(the(number(of(Facebook(likes(maintains(engagement(and(would(mean(Emmaus’( promotional( posts,( through( the( collaboration( with( Look( Charity,( would( then( continue( to( reach( a( much( larger( and( more( varied( audience( and( time( from( market( to( sale( should( decrease,(allowing(for(a(quicker(turnover(of(stock(and(an(increase(in(revenue(from(sales.(( ( Brand$Image$ • The(nature(of(the(questions,(used(for(generating(the(captions,(help(depict(the(sofa(as(a(space( for(positive(selfreflection,(which(is(the(kind(of(community(Emmaus(likes(to(create(for(its( companions.(( $ “What'would'you'say'to' your'16'year'old(self?”( “What'is'your'childhood' ambition?”( “What'is'your'happiest' memory?”( “Who'do'you'admire'the' most?”( “Most'creative'thing'you' have'ever'done?”(
  23. 23. Identifying$Customer$Needs$ $ Short$Term$ • Provides(customers(with(a(quick(insight(into(the(Emmaus(business(and(story(through(an( interactive(creative(experience.(Provides(customers(with(a(fun(experience(they(can(share( with(their(friends(on(social(media.(The(competition(aspect(induces(excitement(with(the( opportunity(to(obtain(a(prize.( Long$Term$ • The(new(customer(base(on(social(media(can(be(kept(up(to(date(with(current(products(in(store( and(events(the(shop(is(running(through(posts(on(Emmaus’(Facebook(page.( ( $ Generating$Design$Concepts$ • Market(research(collected(on(competitors(such(as(Happytat,(Sofa(Project,(British( Heart(Foundation.(( • Review(of(Emmaus’(new(guidelines(for(constructing(any(promotional(material.( Primary,(secondary(and(tertiary(meetings(with(Richard(to(understand(his(aims( and(objectives.(Spending(time(with(a(companion(to(get(to(the(heart(of(Emmaus.( • Inspiration(was(taken(from(the(Facebook(page(‘Humans(of(New(York’(and(the( KPMG(photography(competition(the(generating(the(design(concept.( (
  24. 24. Solution Development Evaluating$the$Existing$Strategy$ $ When(embarking(on(a(marketing(plan(we(carefully(evaluated(Emmaus’(past(campaigns,(hoping( to(provide(a(plan(that(was(consistent(with(previous(campaigns(and(true(to(the(brand’s( personality.(Previous(campaigns(that(Emmaus’(had(implemented(included(The'Rucksack' Project;(and(Christmas'(under)'Crackers'(Pants!).(These(projects,(although(very(engaging,(had( received(relatively(small(attention(on(its(social(media(platforms.(Raising(the(impact(was( something(we(would(carefully(consider.( ( In(terms(of(partners(and(sponsors,(Emmaus(has(teamed(up(with(various(organisations(such(as( Tesco(and(Fairshare(that(seemed(rather(successful.( ( In(terms(of(putting(across(Emmaus’(message,(there(was(a(wealth(of(information(concerning( companions’(stories.(There(are(stories(on(both(the(website(and(YouTube,(but(from(our(research( the(stories(on(YouTube(had(received(less(than(200(views.(How(could(we(make(these(figures( better?( ( Customer(feedback(was(also(another(area(we(considered((eBay(and(Yelp).(Feedback(was( largely(positive,(reflecting(Emmaus’(good(value(for(money(and(friendly(staff.(The(ethical(value( of(shopping(with(Emmaus(was(widely(talked(about.( ( In(terms(of(price(and(product,(our(strategy(was(not(encompassing(as(these(were(rather(fixed(by( Emmaus’(location(and(senior(management.(We(instead(decided(to(focus(on(advertising;(sales( promotion;(public(relations(and(direct(marketing.((
  25. 25. Developing$a$Direct$Marketing$Campaign$ Our(first(promotional(strategy(involved(creating(a(contest(in(which(individuals(would(be( encouraged(to(enter(a(photo(competition(in(order(to(win(vouchers(for(Emmaus’(store.( This(contest(did(not(require(a(purchase(and(the(idea(was(to(promote(the(brand(and(put( the(logo(in(front(of(the(public(rather(than(making(money(through(a(hardselling( campaign.(( ( Our(challenge(was(figuring(out(how(to(integrate(the(idea(and(message(of(Emmaus(into(a( contest(and(how(this(could(actually(increase(publicity(within(the(target(audience(on( social(media.(( Social(media(websites(such(as(Facebook(and(Google+(offer(companies(a(way(to(promote( products(and(services(in(a(more(relaxed(environment.(This(is(direct(marketing(at(its( best.(Social(networks(connect(with(a(world(of(potential(customers(that(can(view(your( company(from(a(different(perspective.(Rather(than(seeing(your(company(as("trying(to( sell"(something,(the(social(network(can(see(a(company(that(is(in(touch(with(people(on(a( more(personal(level.(This(can(help(lessen(the(divide(between(the(company(and(the( buyer,(which(in(turn(presents(a(more(appealing(and(familiar(image(of(the(company.(( We(decided(that(Twitter(would(be(an(ineffective(tool(for(promoting(the(company(and( increasing(sales(within(the(limited(time(frame.(Facebook(was(the(most(effective(tool(due( to(its(broader(ability(to(establish(relationships(with(customers,(show(photos(of(products( and(link(to(new(items(on(eBay.(So,(now(the(question(was(how(to(generate(more(‘likes’( and(convert(this(to(eBay(sales.(( ( A3'Posters'for'marketing'the' campaign'in'university' Featuring'the'campaign'on'Epigram,' Bristol'University’s'student'newspaper'
  26. 26. Using the logo Emmaus brand toolkit, version 1 Implementation Report ( ( University(of(Bristol,((Woodland(Road( Location$Issue$ Identification(of(an(ideal(spot(for(the(marketing( campaign(was(not(a(problem(prior(to(the( beginning(of(the(campaign,(after(we(have( obtained(consent(from(the(university(security( to(launch(it(anywhere(within(the(university( campus(and(the(risk(assessment(report(was( completed.(However,(problem(only(arises(when( we(realized(that(the(presence(of(some(other( campaigns(or(activities,(for(example,(the(red( tent(that(sells(pastries(to(students(which(attract( queues(shifted(its(orientation(due(to(roadwork( in(the(Tyndall(Avenue,(making(us(unable(to( place(the(couch(according(to(the(original(plan.( Christian(fellowship(that(was(having(another( activity(there(further(shrank(the(available( spaces(for(us(to(set(up(the(living(room(setting.(It( took(some(strenuous(effort(negotiating(with(the( staffs(from(the(Christian(fellowship,(with(a( reminder(for(them(to(acquire(the(permission( from(the(university(security;(we(managed(to( get(sufficient(space(for(the(campaign.(( ( ( ( Living(room(setting(of(the( campaign(
  27. 27. Using the logo Emmaus br ( ( Commencement$of$the$campaign$ $ We(started(off(with(a(couch,(a(tea(table,(a(standing(lamp(and(a(table(lamp.( Those(were(the(items(that(companion(of(Emmaus,(Steve(sent(us.(We(also( had(a(couple(of(banners(about(Emmaus(Bristol,(which(explains(the( operation(of(Emmaus(Bristol(as(a(local(charity,(as(well(as(a(prime(secondary( furniture(seller.(( There(was(an(implied(job(distribution,(or(perhaps,(job(specialisation(during( the(marketing(campaign,(following(the(personalities(and(skills(possessed(by( each(of(us.(Zhen(Ming,(Izzy(and(Charlotte(focused(on(distributing(flyers(to( students(passing(by,(trying(to(convince(them(to(participate(in(the(marketing( campaign,(Rui(focused(on(taking(photos(while(Leo(concentrated(on( recording(the(particulars(of(those(who(had(taken(part(in(the(campaign(and( explaining(the(procedure(of(entrance(to(the(competition.(Participants(were( asked(to(draw(a(question(from(a(jug(and(answered(it(creatively(on(the( whiteboard.(After(that,(they(will(be(given(explanation(regarding(the(event,( the(charity(and(the(competition(entry.(We(will(then(request(for(their( Facebook(name(for(us(to(message(them(the(link(of(their(photos.(This(is(to( ease.(This(serves(as(a(reminder(for(those(who(have(forgotten(about(tagging( themselves(into(the(photo,(and(it(ensures(maximum(reach(of(the(Emmaus( Bristol(Facebook(page.(( ( (
  28. 28. “Where(do(you(see(yourself(in(5( years’(time?”( “Living(in(the(countryside(with( lots(of(animals”( “What(will(you(say(to(your(16(year( old(self?”((“IGNORE(IDIOTS”( “Where(do(you(see(yourself(in(5(years’(time?”(“IN(SPACE” “If(your(life(flashes(before(your( eyes(right(now,(what(would(you( see?”( “Flying(to(all(the(places(that(I(have( been(to,(e.g.(Bristol”( “Current(favourite(song?”( “LEMON(TREE”( “What(would(you(do(to(take(yourself( out(of(comfort(zone?”( “Join(a(community(in(foreign(country.”( Entries'for'the'photography'competition'
  29. 29. Problems$during$the$campaign$ $ During(the(campaign,(we(encountered(different(problems(but(most(were(considerably( minor.(As(we(have(predicted,(some(students(had(shown(reluctance(or(perhaps(resistance(to( street(booth,(which(they(perceived(as(“disturbing”.(We(did(convince(some(of(those(to(take( part(in(the(campaign(by(explaining(the(motive(of(the(campaign(and(the(nature(of(Emmaus( as(a(local(charity.(With(the(job(specialization(as(mentioned(above,(we(did(not(have(serious( manpower(issue(despite(peak(hour(when(students(headed(out(for(lunch.(There(are(a(few( participants(who(refused(to(provide(us(with(their(Facebook(name,(bringing(awareness(to(us( that(request(for(Facebook(name(need(to(be(done(cautiously(to(prevent(people(feeling(their( privacy(infringed.( ( Storage(was(the(biggest(issue(of(the(campaign.(The(team(wanted(to(store(furniture(in(The( Hawthorns,(which(is(somewhere(near(the(place(we(had(our(campaign.(It(could(have(eased( the(campaign(for(the(second(day,(as(well(as(to(prevent(damage(to(the(furniture.(However,( we(found(that(the(sofa(was(too(huge(to(fit(the(door.(We(were(able(to(store(everything(in(but( the(couch.(The(team(was(out(of(choice(but(to(move(the(sofa(all(along(Woodland(Road(and( stored(it(in(another(university(building,(which(was(indeed(an(arduous(job(to(be(done.( (
  30. 30. $ The(campaign(for(the(first(day(lasted(for(3(hours(and(the(team( managed(to(surpass(our(original(target(by(having(60(participants(in( total(for(the(first(day.(The(campaign(second(day(went(way(smoother( with(the(first(day(experience.(Everything(went(as(expected(and(we( managed(to(get(another(58(participants(for(the(photography( competition.(( ( We(uploaded(all(the(photos(to(Emmaus(Bristol(page(the(night(after( the(event.(We(messaged(the(participants(who(had(provided(us(with( their(Facebook(name(with(the(link(of(their(photos(and(made(sure( that(they(liked(Emmaus(Bristol’s(Facebook(page(as(a(condition(of( entering(into(the(photography(competition.(( ( A(video(announcing(the(winners(of(the(campaign(was(made(in( cooperation(with(Richard.(The(winners(are(shortlisted(by(the(team( and(selected(by(Richard.(He(is(asked(to(provide(an(explanation(to(his( selections(in(the(video.(The(video(was(compiled(using(Final(Cut(Pro(X( and(will(be(uploaded(to(Facebook(to(complete(the(campaign.(( ( Outcome A(video(of(Richard(announcing(the(winners(of(the(campaign.(
  31. 31. Facebook(insight( The(insight(of(Emmaus(Bristol(had(shown(an(unexceptionally(well(reach(after(the(marketing(campaign.(Over(two(week(time,(from(the(commencement(of( the(marketing(campaign(right(until(the(day(the(report(is(written,(Emmaus(Bristol(had:(( ( • Gained(a(total(of(75$likes,(reflecting(a(29%(increase(in(likes(within(2(weeks(( • The(amount(of(likes(garnered(during(the(campaign(is(10$times,(or(1,040%(increase(in(the(amount(garnered(the(week(before(the(campaign.(( ( ( • Gained(10,158$reaches(from(its(Facebook(posts(for(the(week,(representing(a(25$times,(or(2,478%(increase(in(the(amount(gained(before( the(campaign.(( (
  32. 32. Further Recommendation $ In(order(for(our(plan(to(be(sustainable(we(needed(to(devise(a(strategy,(with(the(assistance(of(Emmaus,(which(would(be( feasible(to(implement(over(the(next(1218(months.(The(key(to(this(strategy(was(simplicity.(With(companions(staying(with( Emmaus(over(only(a(short(amount(of(time(and(perhaps(not(having(a(background(in(social(media(marketing,(any(strategy( needed(to(be(feasible(and(easy.(The(key(aspects(of(our(strategy(over(the(next(12(months(would(be:( $ Focus(on(Facebook(for(selling,(offering(news(and(raising(awareness(of(campaigns.(This(would(include(regular(posting,(once(or( twice(a(week(but(no(more.(Emmaus(should(focus(on(advertising(products(and(updating(customers,(a(page(that(would(be(too( ‘loud’((updated(too(frequently)(would(deter(customers(and(be(ineffective(considering(the(nature(of(the(company.(( ( The(team(has(also(offered(assistance(regarding(the(conducting(the(existing(marketing(campaign(possibly(to(the(city(centre.( Information(and(relevant(details(of(procedure,(i.e.(what(needed(to(be(done(was(provided.(We(hope(that(with(the(continuation( of(effort(in(marketing(Emmaus(with(the(successful(Couch(of(Croft(Campaign,(Emmaus(Bristol(will(be(able(to(further(increase( its(brand(awareness,(not(just(within(students,(but(also(the(local(community.(We(are(also(assessing(the(possibility(of(extending( this(practice(with(the(other(Emmaus(communities(in(the(UK.(( ( Future(location(for(the(Couch(Campaign(
  33. 33. Conclusion The(objective(set(out(in(the(TCS(Tech(Challenge(brief(was(to(help(Emmaus(Bristol(increase(revenue(from(its(online(sales(through(the( application(of(technology.(This(report(demonstrates(the(progress,(accomplishments(and(outcome(from(the(effort(of(the(team.(( ( Starting(with(online(platforms,(efforts(to(revolutionize(Emmaus(Bristol’s(eBay(channel(was(reflected(with(the(incorporation(of(HTML(based( custommade(themes.(This(solution(provides(its(eBay(shop(a(brand(identity.(This(is(extended(to(the(Facebook(platform,(whereby(a(new(profile(and( cover(photo(were(designed(to(be(consistent(with(Emmaus’s(theme(and(to(portray(a(professional(look(to(its(audience.(( ( The(integration(of(the(donation(and(eBay(Auction(apps(in(its(Facebook(page(is(an(addition(to(improve(its(social(media(leverage(and( effectiveness.(The(application(of(Charity(Direct(Seller(for(Emmaus(Bristol’s(eBay(channel(is(yet(another(promising(solution(which(potentially(saves(the( charity(up(to($3,000(a(year.(The(savings(alone(represent(25%(of(its(annual(eBay(sales(revenue.(In(addition,(a(leaflet(was(designed(specifically(for(eBay( with(the(aim(to(convey(Emmaus(Bristol’s(charitable(message(and(to(instigate(a(marketing(element(into(each(sale.(In(response(to(a(business(risk(and( the(need(to(instigate(sustainability,(a(training(manual(on(Emmaus(Bristol’s(eBay(selling(process(was(made.(( ( Moving(on(to(the(next(aspect(of(the(solution;(marketing.(The(motivation(was(to(improve(Emmaus(Bristol’s(brand(awareness(and(to(tap(into(a( new(market(segment,(students.(This(is(aligned(with(its(strategic(move(to(Stoke(Croft,(which(is(within(close(proximity(to(the(university(precinct.(( ( The(Couch(of(Stoke(Croft(campaign(has(amassed(interests(from(the(student(community.(The(outcome(was(promising;(75(new(likes(in(two( weeks(and(over(10,000(reaches(were(all(clear(indicators(that(the(campaign(was(a(success.(The(campaign(itself(is(costeffective(and(simple(to( implement.(Incorporating(the(Couch(of(Stoke(Croft(concept(into(Emmaus(Bristol’s(business(marketing(strategy(is(highly(recommended.(With( continued(effort,(Emmaus(Bristol(is(expected(to(expand(its(brand(awareness(within(its(local(community.(( ( In(the(long(term,(it(is(recommended(that(the(strategies(and(practices(outlined(in(this(report(be(extended(to(other(Emmaus(communities(across( the(UK.(The(impact(of(such(move(will(be(farreaching(and(invaluable(to(the(Emmaus(organisation,(in(its(vision(to(support'formerly'homeless'people,' providing'a'home'and'work.$
  34. 34. Made$possible$with,$

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