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
uk.linkedin.com/in/joaopdacosta