MacMillan Cancer Support Online Marketing Plan

1.0Executive Summary 6 month campaign from March family 2009 central outcomes: augment acquisition and retention. The target market pass on be segmented in order to maximize the retort rate from each of the below segments: 1)Occasional donors 2)Mid-level donors (Yummy Mummies) 3)Major donors a. potent (wealthy investors) b.Female (MSBs) To further hone the campaign these segments will be targeted based on their new-fashioned activity: -Regular donors - pass donors -Never donated before With a budget of £150,000 a digital selling plan has been devised to target the segments identified above. The briny goals of the campaign argon to: -Gain an additive 80,100 unique site visitors -Gain an additive 32,040 donors - amplification online donation revenue by £320,400 -Create an ROI of 114% for the 6 month period -Through retention marketing create a life story cherish and an ongoing monthly revenue of £160,200 and a yearly increase of £1,922,40 0 -Raise aw atomic number 18ness of the brand online and increase soul of what the good-will actually offers Recommendations: Analyze target markets to name key behavior. range in digital channels to: oGrow awareness of the Worlds Biggest Coffee break of the day oIncrease traffic to the website oGrow lodge in the event oAcquire new qualified traffic oDeliver an increase in overall fundraising oIncrease brand awareness and understanding oMaximize lifetime wander of existing customers. CRM to retain new donors and to increase the lifetime prize of the donor 2.0Situational Analysis 2.1SWOT Strengths Well known brand. Highly recommended by existing customers. sentience ratings have doubled since 2007. Voted as the just about effective charity in 2007 for the 3rd year ladder by UK MPs. Produces impression good factor to people who donate. unalike other types of transaction, consumers are happy to pay (and do non expect every goods or services in return). Loyal...If you essential to! get a full essay, order it on our website: BestEssayCheap.com

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