ABC-Trust

Digital Marketing Plan

The Brief

• Trustees and staff (and users) don’t see the website as a straight forward and friendly tool of communication

– Donation on site doesn’t work properly

– Design is cluttered

– The site has little potential to attract new visitors

Initial Hypothesis

Increase donors’ and potential donors’ site

interaction and donations

Optimise the online tool to unable a

seamless donation experience

Improve site design and navigation by changing the way pages are created

Increase the number of site visitors via digital marketing

activities

Stage 1 Optimise the online

tool to unable seamless donation

experience

Implement user-friendly donation tool

Implement a cost effective tool

Use the new tool in other

communications channels

Stage 2

Improve site design and navigation by changing the way pages are created

Improve pages design (Heading, Pictures,

Internal Links)

Improve blogging tool layout and encourage interaction (Donor of the month, Project of the month and etc)

Analysing and Testing (Google Analytics and

Google Webmaster Tools)

Stage 3

Increase the number of new site visitors via

digital marketing activities

Develop SEO activity

Structure existing Social Media and Video/YouTube

activities

Improve e-mail marketing activities

and analysis (Comms Project, ROI and Best

Practices)

Actions

• Develop an action plan focusing on activities by pre established priorities

• Assess project resources (time available and potential to employ a digital marketing intern)

• Set-up timeframe for project completion and assess future requirements based on results

Joao da Costa

jpdacosta@hotmail.co.uk

uk.linkedin.com/in/joaopdacosta