Black Dog Charity Institution


Write an essay on Black Dog Charity Institution.


Black Dog Charity Institution is a charity organization, which aims to offer support to those who is suffering from any disease. The organization has faith that it can make difference by offering love respect to the community. The organization hosts events to provide education and support to the effected people. Black Dog Charity Institution organized its first charity event in the year 2011 to help a friend out of the financial difficulties by fighting against Leukemia. With such success, the organization is planning to expand and extend its fund raising activities.   

Budget outline and the cost of marketing tools:

Establishing marketing goals: The first and foremost step that is recommended for Black Dog Charity Institution under this process is establishing the goals of charity. In order to create a marketing budget one needs a strong plan and foundations if the budget is aimed at achieving a strong result. The primary goal is to establish some CSR activities with the aim of increasing and attracting the number of subscribers my making them aware of the charity functions. 

However, it is also to be noted that goals may vary in terms of marketing budget allocated; however, Black Dog Charity Institution must not forget to specify the ultimate objectives and priorities related to such objectives. In addition to this, marketing goals can ultimately be realistic only through the budget allocation or raising funds directed towards those goals where observes the needs of obtaining the results (Berthon et al. 2014). 

Determining the overall cost of budget: 

In the earlier part it has already been discussed about the vitality of establishing the marketing goals furthermore, Black Dog Charity Institution is devoted to effective marketing. Therefore, the percentage of investment, which a charitable institution should allocate to determine the marketing budget, is directly dependent on the industry, size of the charitable trust, firm reorganization and most importantly the overall goals relating to growth. Once the volume of sales is settled down, it is the right time to invest in budgeting. 

Figuring out the elements to be included in marketing budget: 

This area of budget allocation could turn out to be complicated especially if Black Dog Charity Institution is in the middle of implementing innovative marketing strategies which is already in line to be included in the current set of budget (Chaffey and Ellis-Chadwick 2012). The charity institution must start from the beginning in order to make sure that it includes all the elements of budget will end up creating an impact in marketing budget. During the initial stages of budgeting procedure, it is necessary to round up the present expenditure in the estimated budget. The difficulty level of these current steps undertaken will depend upon the state predetermined marketing budget documentation procedure. For instance, Black Dog Charity Institution may allocate a certain amount to advertise on television, radio or websites or a certain amount of blog, content writing on media marketing, social media advertisement relating to certain amount of sales. 

Some of the noteworthy categories of marketing budget consist of;

a) Paid forms of advertisements 

b) Branding 

Assigning the amount of budget to each of the categories: 

This is the most vital and challenging procedure relating to assigning the budget cost to each of the categories and the line of items that have been identified in the marketing budget plan. The process of allocating budget is different depending upon the line of items Black Dog Charity Institution has established in the marketing budget plan. The percentage of amount that is allocated to the each of the major marketing budget categories should highlight the goal and must fit to raise the charity industries. 

It is always to be remembered that budgets are designed to spread out the entire cost based on the monthly basis. So if given amount of budget is identified, the marketing executives must step back and look forward in the cost which may exceed the determined budgeted cost. 

In the current marketing project a total sum of $50,000 is allocated to start up the charity institution.  


a. Determining the total number of times the current e-tools should be used 

b. Click through rate defines the number of times customers had contacted with the promotional tools and clicked to view the advertisement by setting up the percentage not higher than 5%

c. Leads refers to the volume of customers had contacted the promotional tools and were redirected to the websites, social media sites etc. however, it is to be noted that lead does not covers the aspects of buying directly, but the visitors may leave the websites and leave it after a few moments.

d. Prospects refer to the number of consumers that may have not purchase anything from the websites. The consumers can only buy if they think they can indulge and participate with the brand.

e. Conversion rate: Percentage of consumers that engage in the business and decide to contributes in collaboration activities 

f. Sales and customers: The volume of customers that have generated tickets 

g. Cost per sales consists of the cost of the consumer engaged in the campaign 

h. The ultimate price of tickets, which the consumers are willing to pay 

Media Implementation Schedule 

Creating the aims and objectives of social media: 

The primary steps under any social media marketing strategy are to create an objectives and goals of Black Dog Institution Charity. Having a predetermined objectives enables the institution to react promptly when the social media campaign are unable to meet the expectations. Without these goals, a charity will not be able achieve success and no means of return on investment will be generated (Tiago et al. 2014). 

These goals should be aligned with the wider marketing strategy in order to meet the efforts of the social media driving to attain the business objectives. If the social media strategy of marketing is shown to drive business goals forward the charity institution is more likely to obtain the goals relating to investment. It must be noted that motive of such approach is by using SMART approach, meaning that all “specific” “measurable”, “attainable”, “relevant” and “time-bound” (Tiago et al. 2014). The easiest way of commencing the social media-marketing plan is by writing down specific number of goals, which will help in determining the track records of advertising campaign. 

Conducting a social media audit: 

Before establishing social media marketing plan it is necessary to ascertain the current social media use and how efficiently it can work to achieve the desired objectives. This consists of discovering who is presently connecting with the organization through social media and which social media sites the organization is targeting (Ananda et al. 2014). Once the charity institution has conducted the audit it will provide them with clear idea of every social account representing the charity and what is purpose served by them. 

Evaluating the media-marketing plan:

In order to find out what adjustment should be made to support eh social media marketing, the charity institution should constantly test the media marketing plan. The charity can develop test parameters to determine the success and reach the communal campaigns. Recording and analysis the success or failures help in adjusting the marketing plans (Leeflang et al. 2014). Survey method is also one of the suitable methods of evaluating the success of the charity institutions. 

Creating a content plan and editorial calendar:

Having a good content will be the key to succeed in media implementation program for Black Dog Charity Institution. Establishing a content marketing plan comprises of the strategies such as creation of “content curation” along with editorial calendar (Christensen et al. 2014). The editorial calendar must consist of the dates and times, which the charity institution must intend to post such as face book post, twitter messages and other content, which the charity has planned to use during the social media marketing. It is better advised to create the calendar in advance and then schedule the message in advance instead of updating the content on regular basis. 

Tracking measurement systems for identified marketing tools:

It is understood that tracking is useful to identify the usefulness of the marketing plan so that the charity institution can measure the tools that are employed in market performance analysis. Some of the tools are listed below which are as follows;

a. Websites analytics: This tool is very much obvious that the other tools. It is necessary to employ this tool as it will enable the institution to track the volume of traffic, which one gets, from all the elements of the marketing and advertising campaigns (Ryan 2014 ). In addition to this, websites analytics also enables to verify the number of visitors converted into potential customers through “web form” submission. 

b. CRM Sales tracking: A customer relationship management is one of the simplest way of managing the database so that the institution can store leads, sales and other business contracts. An excel spreadsheet or Google spreadsheet file can be used to commence the sales tracking activities and in the later stages migrating to more robust customer relationship management tools like sales force and infusion software’s. Customer’s relationship management procedures can easily track sales by using websites analytics as the selling procedures are incurred through online mode. 

c. Split testing: Split testing is a process of optimizing the conversion tactics. However, the entire procedure could turn out fruitless unless an appropriate method is implied to track all the information correctly. For example if a split testing is conducted on the twitter page, then it is necessary to measure the impacts regarding the number of tweets or re-tweets it receives (Chaffey et al. 2012). The number of likes or re-tweets received over the twitter handle page determines the overall number and lead of sales through CRM tracking procedure.

d. Newsletter subscription tracking: Newsletter tracking procedure enables the charity institutions to keep the track of the number of subscribers from all over the marketing and advertising campaigns. It is one of the simplest modes of tracking the numbers of subscribers generated through newsletter subscription procedure. 

e. KPI measurement: The above stated four elements that have been identified helps in measuring the performance. Key performance indicator (KPI) will help in aligning together the list of metrics in a concise format which will help in giving an in depth vision of marketing performance (Ward and Peppard 2016). It is the responsibility of the marketing executive to improve the overall marketing performance of the concerned campaigns.

f. Social sites: Several different tools can used to make the people aware of the charity event. It is noted that people are familiar to the social website tools. With the help of social media tools information can be transferred globally for the Black Dog charity.

g. YouTube promotions: It is understood that pictures and other information tools may have less impact on the minds of the people so using a video promotional platform at YouTube can be helpful in making the people aware of the charity event. 

h. Email invitation: Email in the modern era is considered as one of the official way of inviting the individuals to be a part of the charity. The use of e-mail would enable the charity organization to acknowledge the invitation of the people, which is also considered as the formal way of establishment communication.  

Reference List:

Ananda, A.S., Hernández-García, Á. and Lamberti, L., 2014, June. RENL: A framework for social media marketing strategy. In 1st Annual EDIM PhD Conference, Milan, Italy (pp. 11-12).

Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business horizons, 55(3), pp.261-271.

Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing. Pearson Higher Ed.

Chaffey, D., Smith, P.R. and Smith, P.R., 2012. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.

Christensen, K.M., Hansen, J.P. and Mock, T.D., Stratosaudio, Inc., 2014.Systems and methods for scheduling interactive media and events. U.S. Patent 8,631,448.

Eastman, S.T. and Ferguson, D.A., 2012. Media programming: Strategies and practices. Cengage Learning.

Katz, H., 2014. The media handbook: A complete guide to advertising media selection, planning, research, and buying. Routledge.

Kelley, L., Sheehan, K. and Jugenheimer, D.W., 2015. Advertising media planning: a brand management approach. Routledge.

Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for marketing in a digital era. European management journal, 32(1), pp.1-12.

Pinedo, M., 2015. Scheduling. Springer.

Plotnick, M.A., Deitrich, R.F., Eldering, C.A., Ryder, D.J. and Lustig, H.M., Prime Research Alliance E, Inc., 2015. Alternative advertising in prerecorded media. U.S. Patent 9,165,604.

Ryan, D., 2014. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Strauss, J., 2016. E-marketing. Routledg

Taken Smith, K., 2012. Longitudinal study of digital marketing strategies targeting Millennials. Journal of Consumer Marketing, 29(2), pp.86-92.

Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708.

Ward, J. and Peppard, J., 2016. The Strategic Management of Information Systems: Building a Digital Strategy. John Wiley & Sons. is
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