Situational Analysis

Describe about the Key Statistics for Merthyr Tydfil?

In order to perform a situational analysis for Trinity Child we can perform PEST Analysis and SWOT analysis.

Political

There are not many political factors which  affects a childcare organization in the UK. There are employment policies for the employees and the regulations for the operation of childcare organization but otherwise the laws, national and local authorities are favorable for this business.

From macro-economics standpoint, UK is on track to become the fastest economy in the G7 countries and among the european union. (Allen, 2014). Apart from that things that specifically affect the childcare industry are factors such as population growth, child population, employment, income growth and childcare costs. All these factors are in favour of Trinity because a favorable general population growth and a stable child-population growth i.e., live births means favorable business for Trinity as older childrens will be replaced by new borns. A decreasing unemployment rate means more and more people are able to afford childcare services which in turn creates more demand for Trinity. This is also favourable for Trinity because unemployment has been on a decline in UK. Apart from that, household incomes are on the lower side in Merthyr Tydfil county which makes non-commercial childcare more appealing as an alternative to the commercial childcare services (Aelodau, 2008).

With technological advances of the internet and access to cheap and high-speed internet access, mothers all around the UK are now more internet adept and are accessing information on topics such as childcare, health among others (Aelodau, 2008). At the same time, the use of social web has also boomed (LLC, 2013). This makes it an excellent opportunity for Trinity child to utilize such avenues to reach out to more and more mothers in UK.

Increasing belief among parents who believe childcare is not just a mother’s responsibility. However majority of mothers are still unable to make use of child care primarily because it is expensive. At the same time, research has proven that from birth to 6 years are the crucial period where lots of skills needed to attain higher level education and social adjustment are attained at the same time a child without a pre-school education suffered from lower cognitive output.

The first obvious strength is that it’s an extremely low cost offering from commercial services. m

A wide variety of service offerings which uniquely fills various gaps in traditional commercial service providers.

Easy to attract fresh talent as there’s a large pool of highly motivated and dedicated volunteers ready to take part in a community-oriented organization

weak capital reserve

The entire organization depends upon donation largely so if the flow of donation falls short, their operations would suffer. This would put them at a weaker spot compared to their competitors.The majority team would be young to begin with and have little to no experience because most of them would be volunteers.

Threat of competition from for-profit service providers

Competitors could quite easily promote their businesses in better way because of sufficient marketing budget

Mindset of parents since they might equate a not-for-profit venture with lousy and careless service

An increasing household income in future could generally mean that parents would be able to afford commercial alternatives which in itself might be a deterrent from non-commercial service providers.

Late entrant to the market hence have the opportunity to learn from others mistakes and position their service in a better way

PEST Analysis

WG Policy focusing on child poverty

Sponsorship opportunities

Opportunity to attract fresh talent from the large community of volunteers who could help in operations as well as in the ground-level marketing campaigns

Could attain an opportunity wherein the organization can feature and thereby market itself among social organizations, ngos and other such networks

To improve life chances and support social inclusion of children and their families within the community, provided through a community owned Child and Family Centre providing education, affordable quality childcare, family support and health services

To improve the life chances and support the social inclusion of children and families.

To improve educational, health and economic prospects of children and families however that family may be defined.

Increasing brand awareness among parents of methy county in the age group of 20 to 55 in the first year of the marketing plan

Increasing awareness of prime services offered by Trinity from nonexistent to atleast 10% of the target market in the first year of marketing plan

Achieving an 80% fill-rate of the class of the entire child care servicing unit in it’s first year of the commencement of the marketing plan

Recruit over 100 volunteers from different volunteering platform to carry-out the ground level marketing

Creating a digital presence based on analysis of similar organisations and best practices in the industry, so that visitors using the digital media will be more likely to engage with Trinity CFC and its products/services

Securing unique page names and usernames on Social Media pages on platforms such as Facebook, Twitter and YouTube

Integrating all channels of digital communication and marketing with the website as well as offline communication channels

Conducting a digital marketing research for SEO to identify keywords relevant to Trinity and the industry in general.

Finding at least 50 such keywords

To conduct a further research on keywords to identify their placement in the content of the website, how frequently they are used, amount traffic they attract, etc. density of a keyword in a particular page, high density keywords provides good rank of the page.  Besides them highlighting of content is also there like html

Conducting a digital marketing research to identify some potential and other avenues for both paid and free digital banner-based and link based advertising. Identify at least 20 high-traffic paid websites for banner advertising as well as 10 high-traffic free websites for banner and link based advertising. Conducting a digital marketing research to identify keywords and phrases to be used for SEM. Identifying at least 20 such keywords relevant to the organization and the industry.The placement of ads will be performed by adsense tool of Google and similar tools from Bing and Yahoo.

Designing of landing pages on Facebook, Twitter and YouTube by paying particular attention to the branding use on websites so as to ensure homogeneity.

Identifying potential sub-groups, pages , tags and platforms on Facebook, Twitter and YouTube to help carry out paid advertising on these platforms effectively reaching the most specific target audience.

Receiving 3000 unique visitors every month by the end of the first year

Achieve a ranking of 1st page in at least 5 high ranking keywords on major search engines by the end of first year

SWOT Analysis

Achieve a ranking within first 3 pages in at least 20 high to medium ranking keywords on major search engines

Attaining at least 20% of visitors on the site from SEO alone by the end of the first year

Attaining at least 20% of the visitors on the site from Social Media Marketing alone by the end of first year

Attaining a return of 50 visitors from 10GBP spent on paid marketing initiatives

Spend no more than 2.2GBP average per click

Achieve a CTR rate in excess of 2.3% by the end of first year

Achieving at least 50,000 of genuine followers on YouTube, Facebook and Twitter combined from the target market

Optimizing website as well as social media pages with the most relevant keywords

Engage with at least 5% of the connected followers on social media pages using analytics and listening tools

Parents with young kids are our entire market. If we try to segment the market, we get the following divisions:

Stay-at-home parents with infants

Stay-at-home parents with 1 to 3 years old kid

Stay-at-home parents with 3 to 5 years old kid

Working parents with infants

Working parents with 1 to 3 years old kid

Working parents with 3 to 5 years old kid

However the focused segment would be stay at home parents with infants, working parents with infants as well as stay at home parents with 1 to 3 year old kids and working parents with 1 to 3 year old kids. This is because of two reasons. First, the organization wants to keep it’s focus narrow and provide only those services which they can deliver effectively and secondly because this is group where most of the parents look out for child care services.

The services would be positioned in such a way that the segment group finds it attractive. The segment group with working and staying-at-home parents with infant kids would be attracted because their child would be taken care by women who had been mothers. So it’s ensured that there will be utmost care and diligence and that their kids would be in safest hands. While the other segment wherein both working and stay-at-home parents with kids of 1-3 year old would be attracted because their kids would be put in a stimulating and fun environment which is dynamic, safe and educational for them so that they could learn skills required for higher education and better adjustment in life. However in both of the case, well-trained and well-behaved staff, safety and security will be a common element.

Social Media Marketing Plan

Non-paid activities – This tactic will include news sharing, content uploading, company updates and success stories. The news will be gathered from government organization which publish our achievements The content will be displayed on our website. The content will be dynamic and will get replaced with most updated content i.e. statistics and success stories. The content and company updates will be prepared by the company’s staff on the basis of feedbacks received from organization’s events. The content can be the upgraded statistics of the company and video recording of the events held and volunteers. In addition to the company’s site, the free marketing tools will also be employed – Facebook, Twitter and Youtube. A facebook page of the organization will be made and targeted to segments which are mentioned in above section. Every news and new updates will be posted here. A youtube channel will be created where recorded events are uploaded. The updates will be posted on Pinterest as it has a higher number female visitors.

Engaging with audience – On every single Facebook like, a thankful message will be posted. Every single comment will receive a specific reply. It can be an answer to the query or starting conversation by dragging the user on the website. Facebook posts will have images of various events, volunteers and each of them will be tagged to maintain a connectivity with the visitors. Special issues will be posted on Facebook and Twitter which will initiate the conversation and finally bring them on the website. Opinions polls on same issues will also be conducted on Facebook along with some quizzes and organizational content.

Business Objectives

Following  digital marketing and social media marketing ethics will be considered to maintain the consistency of tools and messages –

Ensuring consistency on all platform (i.e., timing of updates, number of updates per day, writing style consistency, consistency in messages being conveyed etc)

Ensuring only useful and interactive contents

Ensuring content are short, objective and free from any abuse and bias

Any important comments/replies from people sohuld be taken into consideration, any question should be followed up with a reply etc

Paid activities – Picking up the best news, contents, updates and stories and marketing on the identified pages, hashtags, groups etc from above and then creating an ad based on that and then targeting the right audience. The placement of ads will be governed by adsense tool.

Keywords research and analysis

Keywords Implementation – The keywords will be placed in meta tags of the pages. The high-traffic keywords will be placed in the heading of pages i.e. title tags, headings, alt tags of images and internal links. All the URLs will have descriptive title tags (GoogleUserContent, 2015).

The canonical link tags will also be added. The speed of a page loading will also be recorded along with density of keywords.

Keywords tracking

Search engine submission

The keywords will be placed in the anchor text i.e. name of the link (Bargeron, 2001). There will be no dead links. The traffice will increase as the links will be placed on the quality link partners which are already established. The site will be submitted to web and industry directories which confirms the legitimacy of site. Google analyitcs will be used to generate website traffic reports.

Link Building

Article Submission on directories

Directory submission

Classified sites submission

The content will include the recently held events and percentage increase in the number of volunteers and people served irrespective of nationaltiy. Google, Bing, Yahoo will targeted in the first two years. Thereafter, depending on the nationalities of people, country-specific search engine will also be targeted. Apart from this, paid marketing will also include advertising on high traffic websites which are related to theme of this website. These may include high-traffic sites, sites such as WHO and UNESCO.

Team member	Job description
Team 1 (size of 3-5)	·         Build awareness and engage with people on facebook, Twitter and YouTube. ·         Marketing campaign launch first on Facebook with Twitter and YouTube to follow. ·         Creating of website content ·         Creating of daily posts – Monday to Friday. ·         Engaging with audience on all Social Media platforms ·         Post engaging questions ·         Mention about personal life experiences ·         Monitoring of performance and recording it in a separate spreadsheet
Team 2  (size of 1-2)	·         Carry out Facebook, Twitter and YouTube advertisements ·         Creating of content and creatives wherever necessary for the same ·         Monitoring performance of advertisements
Team 3 (size of 2-3)	·         Keywords research ·         Competitor Analysis ·         Keywords implementation ·         Article Submission ·         Link building ·         Directory submission ·         Monitoring of performance using analytical tools on a spreadsheet
Team 4 (size of 1-2)	·         Identifying websites and other avenues for paid marketing iniatives ·         Carrying out paid marketing activities on Search engines ·         Monitoring performance of paid marketing activities

Key performance measurements include visitors to websites, ranking of keywords on search engines, receiving visitors via SEO, receiving visitors via social media marketing and attaining a certain amount of followers or likes on social media accounts of the organization. Visitors on website are to be measured with the help of an in-built website analytics tools such as Google Analytics and an external analysis tool such as compete.com (Google, 2015). The performance and metrics, will be noted down in a spreadsheet every week with a performance review every quarter.

The ranking of keywords will be tracked with the help of search engine specific keyword tool and it’s performance will be monitored daily. The CTC rate will be monitored daily. In order to ascertain, the number of visitors on the site from SEO and from Social Media the in-built analytics tool such as Google Analytics will be used. This calculation will be done quarterly. All of the paid marketing initiatives including search engine advertising, banner advertising and article advertising will be summarized weekly and it’s ROI will be measured. The benchmark here being 20 visitors / 10 GBP and a max of 2.2 GBP per click. Inbuilt analytical tools of the social media platforms will be used to understand the engagement, reachability, impact and growth rate.

Measurements related to the specific objectives of the digital marketing plan are outlined earlier in this document which includes visitors to website, followers on social media accounts, keywords and their impact among others.  The responsibility and frequency of measurements has been listed earlier. Measurements actually happens daily automatically in the background, only it is observed and noted down at specific intervals. Measurements are to be reviewed every quarter. A mathematical formulation will be prepared in order to predict if the objectives will be met by the end of the year or not, if it is found that the current trend does not paint a favourable picture at the end of the year then additional funding, team and / or activities will be employed to correct the variance in the long run. However, a variance of +/- 10% is ignored.

References

Aelodau, G. (2008). Key Statistics for Merthyr Tydfil. [online] Wales. Available at: https://www.assembly.wales/NAfW%20Documents/merthyr_tydfil.pdf%20-%2018042008/merthyr_tydfil-English.pdf [Accessed 26 Mar. 2015].

Allen, K. (2014). UK on track to be fastest growing G7 economy despite slowdown. [online] the Guardian. Available at: https://www.theguardian.com/business/2014/oct/24/uk-economic-growth-slows [Accessed 26 Mar. 2015].

Bargeron, D. (2001). Robustly Anchoring Annotations Using Keywords. [online] Microsoft. Available at: https://research.microsoft.com/pubs/69898/tr-2001-107.pdf [Accessed 26 Mar. 2015].

Google, (2015). Google analytics. [online] Available at: https://static.googleusercontent.com/media/www.google.com/en//grants/education/Google_Analytics_Training.pdf [Accessed 26 Mar. 2015].

GoogleUserContent, (2015). Search Engine Optimization Starter Guide. [online] Available at: https://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf [Accessed 26 Mar. 2015].

LLC, B. (2013). 2013 UK Report. [online] BabyCenterSolutions. Available at: https://www.babycentersolutions.com/docs/BabyCentre_2013_UK_Social_Mum_Report.pdf [Accessed 26 Mar. 2015].

Answer:

Marketing Objectives (SMART Approach)