MacMillan Cancer Support Online Marketing Plan

1.0Executive Summary 6 month campaign from March family 2009 paint 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 optimise 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 important 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 lifetime cherish and an ongoing monthly revenue of £160,200 and a each year increase of  £1,922,400 -Raise aw atomic number 18ness of the brand online and increase taking into custody of what the good-will actually offers Recommendations: Analyze target markets to name key behavior.

drop 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 straddle of existing customers. CRM to retain new donors and to increase the lifetime nourish of the donor 2.0S ituational Analysis 2.1SWOT Strengths Wel! l known brand. Highly recommended by existing customers. sentience ratings have doubled since 2007. Voted as the closely effective charity in 2007 for the 3rd year running by UK MPs. Produces impression good factor to people who donate. strange other types of transaction, consumers are happy to pay (and do non expect every goods or services in return). Loyal...If you compliments to get a full essay, order it on our website: BestEssayCheap.com

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