Digital Marketing Strategy for Life Trust: A Case Study

This paper discusses the concept of digital marketing strategy using the case study of the not-for-profit organization Life Trust. It critically analyses their digital marketing strategy to acquire, convert and retain their clientele and evaluates their digital marketing mix to examine their business strategies in order to prosper and ensure their business growth in UK.

Running Head: DIGITAL MARKETING
Digital Marketing
Name of the student
University

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Table of Contents
Introduction................................................................................................................................3
Customer Journey Mapping.......................................................................................................3
Customer Conversion and Retention Strategy...........................................................................6
Strategy for Conversion.........................................................................................................7
Customer Persona.......................................................................................................................7
Customer Conversion- Case Study............................................................................................7
Explanation........................................................................................................................9
Conversion strategy................................................................................................................9
1. Product...................................................................................................................10
2. Place.......................................................................................................................11
3. Price.......................................................................................................................11
4. Promotion...............................................................................................................12
5. People.....................................................................................................................12
6. Process...................................................................................................................12
7. Physical evidence...................................................................................................12
Customer Retention..................................................................................................................14
Consumer Persona (Retention)............................................................................................14
Explanation......................................................................................................................15
Difference between conversion persona and retention persona...........................................15

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Customer retention...............................................................................................................16
Recommendation......................................................................................................................17
Evaluation................................................................................................................................18
Integration of Online and Offline Promotion...........................................................................19
Conclusion................................................................................................................................19
Reference List..........................................................................................................................21

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Introduction
Marketing strategy is the most significant aspect of a growing organization. It can be
described as the action plan of an organization to promote and sell their services or products.
The major aim of marketing strategy is to acquire new customers, convert them to loyal
consumers and retain that clientele. Organizations have adopted various strategies to promote
their business over the time. Especially, in the age of globalization and online media
revolution, digital marketing has been identified as a potential instrument for the growth and
prosperity of an organization. It is the method of promoting and marketing of products or
services through digital media such as search engines, social network platforms, websites,
mobile applications, email etc. (Chaffey and Ellis-Chadwick 2019)
In the present paper, the concept of digital marketing strategy will be discussed using
the case study of the not-for-profit organization Life Trust. The paper will take note of the
background, customer journey mapping and customer persona of the organization. Further, it
will critically analyse their digital marketing strategy to acquire, convert and retain their
clientele and evaluate their digital marketing mix to examine their business strategies in order
to prosper and ensure their business growth in UK.
Customer Journey Mapping
Customer journey mapping helps an organisation to understand the performance and
growth of the business from the customer’s perspective. The insight enables the organisation
determine the strategies to improve the customer experience and forecast customer needs in

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future. The touch points in the journey map points the significant steps where customers
come into direct contact with the business.
This customer journey mapping is also effective to describe the customer conversion
and retention strategies of Life Trust. Established in 2000, Life Trust is a non-profit
organisation in India that works in collaboration with the government and looks after the
factor of school education of the less privileged children of India.
Figure 1: Customer Journey Map and the touch points (Source: An et al. 2018)
This NFP organization uses an extensive online marketing strategy to create
awareness of their program. The touch points of customers’ journey with Life Trust
Organization are the various steps of interaction with the brand. It includes the stages before
purchase, during purchase and after purchase. The major touch points, however, are
comprised of the acquaintance of the brand, awareness and experience of their services and
feedback.
1. Awareness -- The first stage of customer journey is raising awareness of the
brand among people. This is the first touch point of the said customer journey as
well (Lemon and Verhoef 2016). Potential customers of Life Trust Organization

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can be identified as the beneficiaries, mainly ranges from the group of
unprivileged children, who are offered various facilities to ensure their positive
growth and development with proper education and the patrons who donates
monitory aid and assistance to provide that education and empowerment.The
organization reach out to them by the means of offline and online marketing
channels listed as the following:
i. Offline channels include programs such as awareness campaigns,
rehabilitation camps etc.
ii. Online channels include website, email, Facebook, Twitter, blogs etc.
iii. Indirect contacts such as word of mouth, customer reviews etc.
1. Consideration – In this stage, the target customers, once made aware of the
opportunity, considers availing the service or product by comparing it with other
service providers. In case of Life Trust, the consumers analyse and evaluate the
services provided their organisation and judge them in the context of their needs and
demands (As influenced by Acar and Puntoni 2016) However, there are several other
charity foundations and organizations working for the betterment of underprivileged
children. Therefore, it is necessary for the said organization convey their unique
approach to the potential customers so that they are influenced and motivated to
engage with them in a long term basis. Digital marketing may be an effective way to
reach multiple targets at a time.

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2. Purchase – In this stage, customers decide and avail the service or buy the product
directly from the organization. For Life Trust, convincing a patron to donate or
bringing an underprivileged child in their shelter may be the starting point of ensuring
purchase of their service. For both the beneficiaries and the donors, this stage is
another important touch point in the customer journey, as they come into direct
contact with the organization. (Lemon and Verhoef 2016)
3. Service – Service is one of the most important aspects of customer journey, as it
provides the highest opportunity of physical touch point. The way both beneficiaries
and patrons are treated impacts acceptability of the cause and ensures a positive
feedback from the customers. However, the volunteers and employees of this
organization have reportedly earned positive feedbacks for their services.
(lifetrustindia.org 2019).
4. Loyalty – In this stage of customer journey, the objective of an
organization is to motivate the visitors to become loyal customers, i.e. convince them
to engage on a long-term basis with the organization.
In case of the specified organisation, Life Trust India, the customer journey map can
be utilized to design future strategies for the organisation’s performance enhancement. This
representation provides an insight regarding the key areas where the customers, both the
beneficiaries and the patrons, come into direct contact with the organisation and the treatment
they are receiving from the employees as well as the volunteers. The quality of service can be
improved and implemented through the identification of these specified touch points. Hence,
this particular form of customer journey mapping is effective in the given context, as it can
point out the exact touch points of customer experience.

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Customer Conversion and Retention Strategy
In order to have a high reach of customers in UK, as well as retaining the existing customers
in India, this organisation certainly needs to take some positive steps. As opined by An et al.
(2018), digital marketing strategy is a positive technique for the organisation that would help
Life Trust to promote their business in the richer markets of UK. In this context, the
concerned organisation has to project its mission, vision as well as work progress in front of
the worldwide consumers. In terms of an organisation, customer journey mapping provide
insights to the experiences of a particular customer.
Strategy for Conversion
In order to retain customers this organisation provide valued service and good experiences to
the needy children and gain popularity in the society which helps them to have reach of more
audience and turning them into customers. As stated by Ashley and Tuten (2015), this
strategy can be met out with the help of the touch points like campaign, relief programme as
well as with the vast help of social media and other digital platforms. Hence, the organization
first needs to lock down their target clientele on the basis of customer persona and provide
services to fulfil their demands. Further, to retain the customers, they are to employ an
effective marketing strategy considering the marketing mix.
Customer Persona
Customer persona is a hypothetical representation of the ideal customers targeted by an
organization. Businesses often used segmentation, i.e. demographic, psychographic and
socioeconomic segments to identify their customers. However, these segmentations only
indicate a homogenous group or cluster of potential buyers. Customer persona, on the other

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hand, helps identifying a common trait among these homogenous cluster through research
and surveys on real people and provide a specific representation of the customers (Keagel
2018). The key steps here are to identify a customer’s personality, similar interests,
frustrations and influence and integrating them to form a general trait. (As influenced by
Baltes 2015).
Customer Conversion- Case Study
As has been mentioned earlier, the consumers of Life Trust Organization can be
identified as either beneficiaries or patrons. For a charitable organization like Life Trust, it is
imperative to rely a great deal on the patrons and individual donors. Therefore, their primary
strategy of conversion is to locate individuals or organizations with adequate financial
strength and influence them to engage with the organizations. The following example of Ms
Emma Stewart provides such an opportunity to analyse.
Customer Profile: Emma Stewart

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(Source: [e-mail])
Explanation
Ms Stewart is a woman of late 40s working in the fashion industry. She belongs to an
upper-middle income group. Her spouse also works in a high-profile finance company.
Therefore, she is financially affluent as well as interested in human rights. Besides, she is
very much invested in charitable causes and volunteers in various initiatives for
underprivileged children and women. She is a prime example of Life Trust’s desired
customer persona as a patron. Therefore, through her subscriptions to websites, newsletters
and social media the organization can promote the initiative to her.
Conversion strategy
In order to convert visitors into customers, the organization needs to promote their
mission and vision in a strong way. Digital platforms can be an ideal medium for this drive.
Belongs to upper-middle income group
Works in fashion industry
Spouse also works in high-paying finance job
Customer
Personality
Has volunteered in organizations like Amnesty
International and Red Cross
Donates to local charities
Subscriber of newsletters and channels of
various human rights organization
Similar Interests
Works for underpriviledged children in her
locality
Interested in human rights
Follows Life Trust's Facebook page
Motivation and
Influence

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Therefore, a discussion on the digital marketing mix will be useful to analyse Life Trust’s
possible marketing strategy.
As per the views of Chaffey and Ellis-Chadwick (2016), the conversion strategy
involves the process of turning a visitor, who is browsing the service providers’ website to
avail the services into a permanent customer of the services. In terms of the organisation Life
Trust, they are aiming to have some more customers from UK, employing successful digital
marketing campaign through their website to advertise and promote the excellence in services
that they offer. Digital marketing strategy that has the potential to ensure successful customer
conversion involves expansion of digital marketing place and enrichment of the digital
marketing services (De Pelsmacke et al. 2018).
(Source: Godey et al. 2016)

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According to Wirtz and Lovelock, the marketing mix is a popular term that denotes
the operational or tactical part of the marketing plan of an organisation. Traditionally, this
marketing mix involves 4 steps, which is also known as 4 Ps, namely price, place, product
and promotion. With the emergence of the service industry, 3 more steps have been added to
the mix, making it the 7 Ps.
1. Product
The tangible item that an organisation manufactures or sells is usually regarded as the
product. However, in terms of the service industry, intangible service is also considered as
product. To be precise, the goods and services combination, provided by an organisation is
called the product in the marketing mix.
Life Trust India provides rehabilitation as well as vocational and educational assistance to
the underprivileged children, focusing mainly on rural areas of India. Also, it provides
opportunity to volunteer and engage with a good cause to its patrons that appeals to their
goodwill and influence them to engage with the programme. Hence, this is the product that
they offer to their customers.
2. Place
Place in the marketing mix indicates the mechanism through which they deliver their
product to the customers. It is also known as the channels, intermediary or distribution. Life
Trust is a service provider to needy children which operates physically in the rural areas,
slums and shelters. However, there programmes and initiatives are promoted through online
media and social networks. As stated by Kelly et al. (2015), along with this, ensuring the use

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of internet as successful e-commerce software will also be proved helpful in successful
promotion and sustained growth of the business.
3. Price
Price denotes the stipulated amount that the customers are required to exchange to obtain
the product. Price is an important part of the marketing mix, as the organisations need to
carefully structure the price to generate profit, maintain cost reduction, increase perceived
value of the benefits of its products/services to the customers and ensure manufacturing
quality and efficiency. However, for an NFP organisation like Life Trust, pricing is not
traditionally implemented in their marketing mix. The organization depends on government
aids, individual patronage and public funding. And it caters to the need of poor or disabled
children as a charity. Hence, there is no stipulated pricing structure of their services.
However, they are open to any kind and form of donation which allows patrons to donate as
per their capability.
4. Promotion
The most significant step among the 7 Ps is the ptomotion part. It encompasses
alll the activities and startegies that an organisation undertakes to spread awarenes of
its products/services among potential customers. This awareness in turn encourages
the customers to purchase or to engage with the organiastion. Life Trust Organization
promotes their programs and initiative through their dedicated website, search
engines, emails and social media. As per the views of Jarvinen and Taiminen, (2016),
in this context, the organisation may use social media as the platform for effective
communication with the stakeholders which will enhance more customer retention.

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5. People
People are a crucial factor in any service industry. They are the physical
touchpoints in the business, hence employees and managers must maintain the quality
of service to ensure long-term customer engagement (Kempiak et al. 2016). However,
Life Trust’s management has earned the reputation of being empathetic and
transparent. The employees and volunteers have also receive a very good feedback
from the customers.
6. Process
The initiative requires a widespread communication among the donors,
partners, contributors and the organization.
7. Physical evidence
Physical evidence is the tangible and measureable outcomes of an
organization’s services (Jarvinen and Karjaluoto 2015). In case of Life Trust, their
reviews and assessments provide the physical evidence.
Based on the discussion of these 7Ps, Life Trust India can employ several significant
techniques to implement their digital marketing strategies more effectively. They are as
following:
Promotion:
The organisation can use social media platforms more effectively to connect with
their customers. Through platforms like Facebook or Twitter they can reach out to both the
beneficiaries and the patrons and update them with their activities. This will also help the
organisation to create a strong brand image and wider recognition among customers.

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Process:
Life Trust usually operates through its nodal and regional units based in rural parts of
India. The main focus of the organisation remains on the beneficiaries, i.e. the
underprivileged children. However, they have to largely depend on government aids and
donations from other patrons for their funding. The organisation, as a facilitator of vocational
training and education, could establish centres to market small scale artefacts and
manufactured products by the beneficiaries. This will enable the organisation to generate
funding of their own.
Physical Evidence:
For employing the physical evidence to their advantage, the organisation can promote
their brand as a provider of vocational education to underprivileged children through
certifications and by creating employment opportunity for the participants. Also, it could
showcase the performances and achievements of the students to attract more beneficiaries to
the organisation. On the other hand, by promoting the influential patrons’ profile, they can
attract more donors on the merit of their credibility.
People:
The organisation involve a number of staff as well as volunteers to cater their service
to the beneficiaries. The organisation, however, could involve its patrons as the volunteers to
ensure their active participation in the process. It may ensure their long-term engagement
with the organisation as well.

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Customer Retention
Customer retention strategies ensure brand loyalty and customer loyalty. It boosts the
organization’s sustainability and revenue (Lammel 2016). An organization can ensure
customer retention by the quality of customer service, products and public relations.
Consumer Persona (Retention)
Customer Profile: John Reedman
(Source: Lifetrust.org)
Explanation
John Reedman Is a famous photographer. He is known in many countries for his
notable documentary of rural India made in collaboration with Discovery channel. Mr
Reedman is very much invested in charitable activities as well. Not only by donating money
to organizations, he has his fair share of fieldwork experience as a volunteer of UN’s
Belongs to upper-middle income group
works as a celebtrity photographer
Travels widely across the world
Customer
Personality
Collaborated with Discovery channel to make documentaries
about rural India and women empowerment in India
Has volunteered in Peacekeeping missions of UN
Similar Interest
Loves travelling in India
Interested in charitable works and volunteering in fieldworks
Motivation and
Influence

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peacekeeping programmes and other human rights organizations. He has recently engaged
with Life Trust during his visit to India and provided notable patronage. Mr Reedman in this
context will also contribute to the role of a brand ambassador, who will be able promote the
company by sharing the information about the service of the organisation (Lifetrust.org 2019)
Difference between conversion persona and retention persona
While creating customer persona for an organisation, it is essential to distinguish the
conversion persona and the retention persona. Conversion persona is created focusing on the
potential customers, who has similar interests and motivations with regard to the organisation
in question. This profile helps the entity acquire new clients. Retention persona, on the other
hand, indicates the clients who have already purchased product or obtained service form the
organisation, and whom the entity can aim to engage on a long-term basis.
As compared to the profile of Ms Emma Stewart, Mr. Reedman is already a patron of
Life Trust India. Ms. Stewart is a potential client who has interest in similar charitable
organisations and programs like Life Trust. However, she has not come across Life Trust’s
services. Therefore, the organisation can aim to reach her and convert her into a patron. Mr.
Reedman on the other hand, has already worked with Life Trust and therefore the
organisation can ensure his long-term engagement with it by providing him quality service
and experience.
Customer retention
In order to retain the current customers who are already enjoying the services of Life
Trust, the organisation has to device and revises the policies and services they are offering to
their existing customers (Kingsnorth 2016). For Life Trust Organization, customer retention
strategy can benefit from digital marketing to a great extent. For understanding the strong

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points of this strategy, some recommendations can be made analysing some of the factors of
the 7Ps of marketing in the context of Life Trust.
1. Process: Life Trust India is already involved with providing quality education based
programme along with training and development sessions through various centres
located in rural parts of India. Further, they can expand their operations through
digital media platforms such as mobile applications and websites. The organisation
can offer online teaching assistance to students for foundational and vocational
courses through these platforms. They can also engage their patrons as volunteers as
tutors in this program. Thus, the patrons and the beneficiaries will be able to
communicate directly with the beneficiaries. The personal interaction may help to
increase their engagement with Life Trust.
2. Promotion: Digital marketing can be of great help to the organization’s promotion
and campaign. Life Trust India has a dedicated website. Additionally, they can
enhance their social media engagement through their social media pages such as
Facebook and Twitter. They can communicate with their followers and patrons to
keep them updated about the activities and future missions. Also, they may
collaborate with third party websites and search engines such as Google, Yahoo etc.
to promote through search ads and banner ads.
3. People: The organization can share the interviews, reviews and success stories of the
beneficiaries, volunteers and employees growing as a part of Life Trust family. This
strategy will help the organization to build a community, which is a significant way to
retain customers. This will not only promote their mission and vision among people, it
will also enhance their reliability to the customers.

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4. Physical Evidence: Life Trust India can use customer feedbacks and reviews to
display their service integrity. These physical evidences in turn will help them retain
customers. Further, the organization can involve their patrons via petition campaigns,
awareness programmes, workshops etc. On the other hand, collaborative workshops
with formal schools and performing arts institutes etc. will benefit the resident
children as well as promote the brand image into the larger society.
Recommendation
Analytic tools and measurement standards play a major role in context of digital
media marketing, as this the era of thorough advancement in the field of technologies, the
concerned organisation can use digital platforms and analytic tools as an important element
for further prospect of their business. As stated by Kelly et al. (2015), along with this,
ensuring the use of internet as successful e-commerce software will also be proved helpful in
successful promotion and sustained growth of the business. In addition to this, as internet
provides the opportunity to reach the wider range of customers, it will also help the
organisation to have higher rate of customer conversion.
In order to ensure higher rate of conversion the organisation has to put a major focus
on the quality of service itself. In terms of Life Trust the organisation has to improvise their
services through quality enrichment. In this case as the organisation use to offer health and
education related services to their consumers, they may also include some more services like
insurance policies and system of education loan. This will be very much beneficiary in
acquiring the interest of the customers and increasing the willingness of the customers to get
involved with the organisation (As influenced by Kempiak et al. 2016).

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The consumers who once get benefited from the existing services can better promote
the services by highlighting the key areas of services to the new visitors (Kose and Sert
2017). This on one hand will increase the involvement of the new consumers or visitors on
the website, on the other it will also retain the old consumers as a significant part of the
organisation.
The existing consumers may also contribute to the role of a mediator between the
organisation and the new visitors to the websites. As opined by Lamberton and Stephen CH
in this context the existing consumers will play a beneficiary role in mediating the norms and
policies of the organisation, to the new visitors of the web platform. Along with these, the
existing consumers will also contribute to the role of engaging a better communication
between the organisation and the newcomers to the organisation (Parise et al. 2016). To
implement this, the web platform may involve the existing consumers to continue a chat
process with the new, so on one hand the organisation became aware with the expectations of
the new consumers, on the other; they can successfully retain the old consumers in a mutual
process of serving each other (Patrutiu-Baltes 2016). In order to improve the process of
marketing, which will not only ensure successful retention of old customers, but also will
help in reaching the new customers, the organisation has to develop its web media platform
expand their area of providing help to the customers. In this context the organisation may also
arrange educational tours or health campaigns so that the existing customers may feel much
involved with the organisation (lifetrustindia.org. 2019).
Evaluation
Upon discussing the nature and process of the charitable organization Life Trust, it
can be concluded that digital marketing plays an important role in their business. Their digital
promotion includes their dedicated website, Facebook community page, emails, online

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newsletters, blogs as well as display ads and search ad. As per their report based on Google
Analytics, the average CTR of their search ads is 1.91%, whereas the website receives a
2.18% CTR. (Lifetrust.org) Their Facebook page too has 1293 likes and 1279 followers
([e-mail]). In the age of Big Data, this amount of followers will boost
the organization to scan and pinpoint customer persona in increasing their performance
effectively.
The organisation can further utilize metrics such as website traffic, new visitor vs.
returning visitor ratio, page views, session time per visitor, email opening rate, reach and
engagement on social media (likes, shares, comments, page subscription, retweets etc.) to
measure their customer experience, feedbacks and conversion rate.
Integration of Online and Offline Promotion
Integrating offline an online activity can benefit the organisation in terms of customer
experience to a great extent. Moreover, these forms of promotions can be utilized as
complementary to each other. Gathering the data of customer conversion and beneficiary
reach can be an excellent way to integrate the organisation’s online and offline marketing
strategies. By using data gathered online the organisation can support their offline activities.
For example, Promoting the offline initiatives and programs through their website or social
media pages can increase the reach among potential customers. Thus, they can acquire new
clientele as well. On the other hand, people connected with the organisation online can be
encouraged to participate in the physical programs and workshops. This can in turn
popularize the brand even more by the merit of the participants’ feedback and reviews shared
in the social media.

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Conclusion
This study has provided a customer journey mapping to clearly elaborate on the role
and responsibilities of the organisation. This report has thoroughly highlighted the target
customer persona in the context of conversion. It has also critically commented on the
policies and strategies of digital marketing mix. In this case, this study has also highlighted
and critically evaluated the digital marketing techniques for successful customer conversion
and successful customer retention on the part of Life Trust.

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