AMN 425 Assessment 1: Digital Audit

AMN 425 ASSESSMENT 1: DIGITAL AUDIT
Client: Savethekoala.com (Australian Koala Foundation)
Date:
Part A: Rating of Digital Assets and Activity
Criteria Examples or observations Rating 1 to
10
Broad vision of how digital
media can transform the
company
Savethekoala is, moreover an objective-based
organization to protect koalas and surrounding
nature. The website of the respective company
is targeted to be a non-profit based community,
however segments like ‘Gift shop’, ’Donate here’
and others, reach the visitors of the pages to
initiate online transactions/donations to support
the foundation. Thus, the use of digital media
has been subjected to broaden the scopes of
financial and popularity extents of the
organization, and contribute to the corporate
vision.
Integration of marketing, IMC
and digital strategy
 The organization has been observed to
implement the goals to donor
acquisitions and fundraising through the
process of digital marketing. The
website contains specific elements
which influence the visitors to follow
the action. These follows the objectives
to marketing.
 Also, specific importance has been
recorded to increasing brand
awareness, promoting actions to sales,
product interest and project extensions
(as Koala beach, Koala Protection Act,
etc.), which follow the IMC objectives,
as well.
Digital strategy (please
articulate)
The non-profit based action of the organization
is strategical in the ways of implementing
actions like over-arching fundraising (‘Donate
here’) and donor procuremental objectives,
using digital marketing tools. The aim is to
ensure success and retain wider online presence
among the audience. The strategy is calculated
to follow:

 Overarching non-profit goals(Stokes,
2015)
 Marketing goals and audience
 Budget and constraints
 Technology
 Digital Communication outlets
 Online fundraising strategies
Evidence of search activity While evaluation of search strategy, it has been
noticed that the respective website lacked the
features of paid search results (moreover,
organic search results were found). Also,
AdWords were non-existent in any other sites,
as well as the searching over google, the site
was understood after mentioning ‘save koala’.
Thus, the site popularity is questioned.
Strategically consistent,
company-created brand
messages
Savethekoala’s (Australian Koala Foundation)
slogan “No tree, no me” (as coined by Dick
Marks (1994)) gained popularity due to the
strategical motive of koala and their
conservational habitat’s importance (Melzer et
al., 2016). The organization and their slogan is
recognized by every Australian households.
Moreover, the consistency of the strategies
have been implemented in research, adoption
programs and other nature based activities, as
well.
Degree of company
involvement in community
management
The brand has different project, such as Act or
Axe, Quinlan’s (Clark et al., 2014), Koala army
and others. While, the company has been
eminently trying to follow the strategies and
practices which builds awareness and
involvement qualities among the company
professionals; additionally, contribution to
marketing via social media is also utilized for the
management.
Digital and social media tools
used by the company for
community management
Following are the digital and social media tools,
used by Savathekoala.com:
 Donorbox (Donation software)
 MailChimp (Email)
 Salesforce (CRM)
 Slack (Communication)
 Google Analytics
 Buffer (social media management tool)
 Canva (Design)
 Asana (Task management)