Guideposts presentation

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Company Project for GuidepostsOxford Brookes University

MSc Marketing - Module n. p582153rd May 2016

Exploring the challenges of age-related diseases for sufferers and carers and to improve charitable support services through online platforms.

Esra Bombaci - 15058690 Sam Foster - 15108438Xingnan He - 15098419

Lattapak Kittipaisarnsilpa - 15020378Francesca Pietrarossi - 15023075Kasamaporn Ubonyaem - 15091420

- TEAM ‘THE INCREDIBLES’ -

“THE TIP OF THE ICEBERG”

LIVING WITH AGE-RELATED DISEASES

The Context

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Multi-disciplinary charity social care

Mental health network

PEOPLE

40 years’ experience

3The ContextThe company - GUIDEPOSTS

Active care

Support services

Information advice

Guidance or independent living and training projects

“Guideposts exists in order to connect people and their carers with opportunities”.

http://www.guideposts.org.uk/

4The Context

Carers

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Healthcareage-related conditions

Charity organisation

Support ServicesONLINE

Web & Social Media Platforms

MARKETING

STRATEGY

A navigation into the open sea

“Binoculars”Objectives

“Stars and Coordinations”Theoretical Background

“Boat and Knots”Research Design and Methodology

“Maps”Secondary Data

“Magnetic Compass”Primary Data

“Maps and Magnetic Compass”Data Analisys

“Pearl in the Oyster”Findings

“The Lighthouse”HEREConclusion

“The Harbour”GuidepostsRecommendat.

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“Binoculars” Objectives









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LOOKING AT THE HORIZON

1. The Purpose of the Research

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1. The Purpose of the Project

Market potential

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Customers & needs

Recommendations Social Media

& Digital activiteis

To reach people

To market HERE services

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GUIDES IN THE SKY

2. Theoretical Background

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112. Theoretical Background 1/4

The use of the Internet by charities

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Benefit

Relationship between consumers and organisations

Promoting & Sharing

Engagement

Customer’s feedback and satisfaction

Delivery information


Storytelling in marketing communication

strategy Activate people

Bond between lives

Cultural memory

Emotional support

Credibility of the service

Provide engagement

Reputation


Online Social Mediafor non-profit organisationTo reach

the target

To aggregate people with similar conditions

Innovative communication strategy

Emotional support

Create conversations

Provide engagement

Low cost


The power of Word-Of-Mouth and eWOM

To reach the target

Access to services

‘Buzz marketing’

Customers as brand ambassadors

Informational & Emotional support Long-term

relationship with customers

Social interaction

Design more personalised customer experience








“Pearl in the Oyster” Findings



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A WELL EQUIPED BOAT

4. Research Design and Method

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17173. Research Design and Method

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Exploratory nature

Descriptive Research

Conclusive nature

Cross-Sectionale

Multiple

Inductive ApproachQualitative

method

Samples: Individuals & Organisations

Qualitative considerations

Ethical considerations











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MAPS AND COMPASSTO FIND THE WAY

4. Data Analysis

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202020204. Data Analysis 20

Qualitative

Secondary Data Primary Data











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2222227. Maps: Secondary Data 1/5 22

High quality of care Information &

EducationOnline, medical

Communication skills

1. The Knowledge and Training Needs

Carers’ Needs

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Stress 35% carers need support

2323237. Maps: Secondary Data 2/5 23

2. Psychological Needs

Carers’ Needs

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3. Emotional Needs

Lonely and isolated

Emotional well-being

7. Maps: Secondary Data 3/5

Carers’ Needs


The market potential for ‘HERE’

UK’s population is increasingly consituted by elderly (Mintel, 2015) ⅙ of elderly DementiaDemand of healthcare Competition: non-profit and profit organisations Insufficiency healthcare support

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“Recruiting and training new staff can be expensive and unnecessary when a more flexible employment approach should ensure that existing, experienced people are retained."

Phil Bentley, Managing Director of British Gas

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What workplace support is there

currently available?











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282828286. Compass: Primary Data

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Surveys Interviews

3 telephone interviews

14 surveys at Dementia Awareness Open Day

5 surveys with organisations



“Stars and Coordinations”Theoretical background




“Maps and Magnetic Compass”Data analisys




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PEARLS IN OYSTER

7. Findings

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31313131317. Findings: Individuals 1/10

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Psychological Support

“My husband when he is around

others that have dementia and also

Alzheimer, they seem to connect to

one another.”


Practical Support at Home

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“We do not get any time for ourselves.

If we have someone else to look after, we

can have some time for ourselves.”


Professional Help & Access to Information

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“Someone should have approached and said to me that ‘It is okay. Dementia

is something that affects many people.”


Online Services

Going in Person

Phone Services

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“For online services everybody has to fit in a

pigeon hole. And each disability is an individual, and need individual help.”

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Online Services


Not widely known

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Individuals agreed with £12

Opinions on Price

7. Findings: Organisations 7/10

Absence from work due to commitments to home caring

impacts organisations

NHS support does not satisfy carers’ needs

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Surveys with Organisations


Professional carer training

Timely information rated highest

in terms of needs by businesses

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Needs


“HERE’s services are under-priced”

Companies’ suggestion: £ 101-200.

HERE’s service could be deemed of low quality,

given its low subsription fee.

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Opinions on Price


Storytelling

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Businesses identified Facebook and Linkedin social networks as the most appropriate for Guideposts











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‘HERE’: A LIGHTHOUSE IN THE DARKNESS

8. Conclusions

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4343434343438. Conclusions

Significant market potential

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Only 20% of small UK charities have a presence on Social Media

Potential customers lie within large organisations


“Binoculars”Objectives





Maps and Magnetic Compass”Data Analisys




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‘GUIDEPOSTS’: THE SAFE HARBOUR

9. Recommendations

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464646464646469. Recommendations

Google Analytics The ‘eyes’ and ‘ears’ of your digital ecosystem

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GUIDEPOSTS’ NEXT STEPS

Build communities within Social Media platforms

The use of Storytellingvia YouTube

The development of Hashtag campaigns #HEREforyou

Mobile Appfor a more accessible service from mobile devices

User friendly lay out for website and HERE service online (see ‘tree’ structure next*)

Training section for carers via website +domestic support system via social media

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PSYCHO- EMOTIONALSUPPORT

PRACTICAL SUPPORT

HELP

INFO

GROUP SUPPORT

MEDICAL SUPPORT

NURSING HOME INFO

DEMENTIA DISEASES

DOMESTICHELP

474747474747479. Recommendations

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*Prototype: ‘tree’ structure for HERE’s website service 24/7

TELEPHONE SERVICE

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Thank you for your attention

Q&As

Documents

Guideposts presentation