MacMillan Cancer Support Online Marketing Plan

1.0Executive Summary 6 month campaign from March family 2009 primordial outcomes: augment acquisition and retention. The target market pass on be segmented in order to maximize the answer 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 perfect the campaign these segments will be targeted based on their late(a) 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 main 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 liveliness cherish and an ongoing monthly revenue of £160,200 and a p.a. increase of £1,922,400 -Raise aw atomic number 18ness of the brand online and increase discernment of what the good-will actually offers Recommendations: Analyze target markets to name key behavior.

decorate 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 rate of existing customers. CRM to retain new donors and to increase the lifetime assess of the donor 2.0Situational Analysis 2.1SWOT Strengths Well known brand. Highly recommen! ded by existing customers. sentience ratings have doubled since 2007. Voted as the around effective charity in 2007 for the 3rd year rail 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 wishing to get a full essay, order it on our website: OrderCustomPaper.com

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