Digital Marketing Strategy of Genesis CLF

Running head: MARKETING
Marketing
Name of the Student
Name of then University
Author Note

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Executive Summary
This report explores the digital marketing strategy of the Genesis CLF organisation. The
company believes in the goal of discipleship. And thus they are up to serving the god’s
purpose diligently. There is an active group of core leaders who are operating the online
media channels for purposes like accumulation of donation funds and execution of their
projects. The company have large number of followers over Facebook, Twitter, YouTube,
and Google+ and so on. That is why maximum number of people are able to follow up with
their events and activities. However, one of important demerits that the organisation might
face is that the number of online activities of anti-Christ forum is increasing. In spite of that
the most feasible advantage for Genesis CLF is that they can attract a large number of
audience by means of using digital media platforms. Another essential fact is that the
government portrays their activities as a part of their CSR. Besides, there is selective
allowance of web content in various countries. Many countries of Middle East and Asia
prevent the promotion of Christendom, online. The organisation have been forced to
withdraw many of their videos from Facebook and YouTube owing to repeated intervention
and interrogation by the national government of many countries. The company gets large
amount of fund allocation and potential donors for their activities in UK and other European
countries. However, there is lack of funding for activities in Latin America Asia also. The
social factors that influence the activities of Genesis CLF are multifaceted. The first issue is
privacy concerns. People nowadays think twice to make donations or indulge in to the
content of websites of any religious foundation. They have been operating social media
channels like Facebook, WhatsApp, Twitter, YouTube, Instagram, Myspace and Snapchat
and so on. These platforms allow the organisation to promote their content all over the world.
The use of internet by almost all mobile phone users is allowing the company to let people to
create personal religious space in an exclusive secular world. There are certain legal restraints

2MARKETING
implemented by the operators of the social platforms. The Privacy Act, the Diligence Act and
other similar Acts of the UN and few other countries insist that the content over social media
that are repeatedly reported against, have to be brought down. There are 3 target market
persona created in the course of the report also. Followed by that the Reach Value Matrix
have been created for the three persona. The three objectives set by the researcher are also
described and justified in detail. There should be an online fund access portal like Google Pay
or PayPal account whereby fund allocation would be conducted for carrying out activities in
the latter areas. They have a system of filling up an online form for the people who wants to
undergo baptism and that is not because of the fact that the people in general do not prefer
that. This is rather because of the fact that the people of various areas are not no fluent with
the usage of internet. They also not have heavy internet connectivity like a 3G or 4G
connectivity. Again, there are detailed description of the digital marketing channels that
might be employed by the organisation. Followed by that a detail action plan have been
developed that communicated the state of future operations and the person responsible for
taking the lead of the tasks. Thereafter the detailed budget and success plan against an
elaborate measurement strafe have been described in the report also.
The current situation for the organization is characterized by a rapid increase in its customer
base and followers on the soci8al media platforms. The situation thus creates its own unique
set of challenges and opportunities for the organization. The budget for the 1 year marketing
was estimated to be 80,000 AUD and break even in sales at 309,500 AUD. The main
measurement tools used for the budget includes start up capital expense, break even,
important assumptions, P&L, Balance Sheet, Cash Flow and loan amounts. The tools would
be used to provide various insights into the financial performance of the organization and
understand the best aspects that can support profitability for the business.

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Table of Contents
1. Organisational Background....................................................................................................5
1.1 Mission Statement............................................................................................................5
2. Situation Analysis..................................................................................................................5
2.1 SWOT analysis.................................................................................................................5
2.1.1 Strengths....................................................................................................................5
2.1.2 Weaknesses................................................................................................................6
2.1.3 Opportunities.............................................................................................................6
2.1.4 Threats.......................................................................................................................7
2.2 PESTEL Analysis.............................................................................................................7
2.2.1 Political Factors.........................................................................................................7
2.2.2 Economic Factors......................................................................................................7
2.2.3 Social Factors.............................................................................................................8
2.2.4 Technological Factors................................................................................................8
2.2.5 Environmental Factors...............................................................................................9
2.2.6 Legal Factors..............................................................................................................9
3. Target Audience.....................................................................................................................9
Persona 1................................................................................................................................9
Persona 2..............................................................................................................................11
Persona 3..............................................................................................................................12
Reach Value Matrix..............................................................................................................13

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4. Objectives.............................................................................................................................13
5. Channels...............................................................................................................................17
5.1 Facebook Marketing strategies.......................................................................................17
5.2 Using other social media channels.................................................................................19
6. Action Plan (refer to appendix 1).........................................................................................20
7. Budget (refer to excel sheet)................................................................................................20
8. Measurement........................................................................................................................20
Reference List..........................................................................................................................23
Appendix 1...............................................................................................................................26

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1. Organisational Background
A significant part of a greater initiative called Christian Life Fellowship is the Genesis
CLF. It became a public company in 2016. The chief belief up on which the company relies
is that every man on earth is born to serve the purpose of god. That is why one of the prime
motif of the organisation is to baptise men in the name of Holy Spirit and the father-son. The
exponential belief of the organisation is that Jesus Christ is the true and the only saviour of
man. That is why the company is committed to continue the legacy of the work that was
begun by Jesus which is the recovering of the sight of the wretched and the poor souls on this
planet. The tasks involve healing the sick, motivating the heart broken and approaching the
wandering souls with the sermon of Jesus Christ.
The current situation for the organization is characterized by a rapid increase in its customer
base and followers on the soci8al media platforms. The situation thus creates its own unique
set of challenges and opportunities for the organization. The budget for the 1 year marketing
was estimated to be 80,000 AUD and break even in sales at 309,500 AUD. The main
measurement tools used for the budget includes startup capital expense, break even,
important assumptions, P&L, Balance Sheet, Cash Flow and loan amounts. The tools would
be used to provide various insights into the financial performance of the organization and
understand the best aspects that can support profitability for the business.
The organization is located in London, England, employing about 1000 employees across the
nation and has its presence in various counties and town across UK and Great Britain,
providing quality service for the customers. The organization is considered one of the leaders
in the industry, and has a significant market capture.

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1.1 Mission Statement
The company believes in the goal of discipleship. And thus they are up to serving the
god’s purpose diligently. Hence, they aim at achieving excellence, relationship, servant
leadership, faith, prayer as well as worship. Their prime goals is the promotion of these
aspects among men and thus ascend them from the sufferings of this world.
2. Situation Analysis
2.1 SWOT analysis
A SWOT analysis helps to provide an understanding of the situation faced by the
organization both from its internal and external environment. This approach helps to
understand the key strengths of the organization from the internal environment, the
opportunities the organization has from the external environment, the weaknesses the
organization faces from the internal environment and the threats faced from the external
environment. This approach can help the managers to understand how to convert the
weaknesses into strengths and the challenges into opportunities and thus get a competitive
advantage in the market. From the situation analysis using the SWOT these factors have been
outlined below in a systematic manner (Wright and Snook 2016).
2.1.1 Strengths
 There is an active group of core leaders who are operating the online media channels for
purposes like accumulation of donation funds and execution of their projects. The
company have large number of followers over Facebook, Twitter, YouTube, and Google+
and so on. That is why maximum number of people are able to follow up with their events
and activities. As an outcome, they have been able to spread their message over a large
audience. This is why, the number of appellants for baptism and Christendom have been
increasing day by day.

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 The company also have an over 1 billion dedicated online volunteers who gets updates of
the various events of the company over email, web posts and other sources. This enables
the volunteers to appear for the mass online conference over their website (Zhang and
Feng 2017). This also helps in spreading of Word of Mouth publicity of their activities. In
fact, the global emergence of the social media platforms have helped in aggravating the
rate of promotion of their event and social messages among millions of Asian and African
people. This is because, as Church and Burke (2017), states, the emergence of the social
media have been maximum in the Asian and African countries.
(Zhang and Feng 2017)
2.1.2 Weaknesses
 One of important demerits that the organisation might face is that the number of
online activities of anti-Christ forum is increasing.
 They are attracting and targeting the online followers of the Genesis CLF and thus
they are trying to input anti-sentiment in their minds against them. This might
influence the company.
 The most derogatory impact of this is that the association has to enhance their
promoting activities hastily so that they can portray their faith and attract believers.
(Tkaczynski 2017)
2.1.3 Opportunities
 The most feasible advantage for Genesis CLF is that they can attract a large number
of audience by means of using digital media platforms. Through digital media they
wold be able to huge base of followers.
 Their online videos are watched by 2 to 3 billion people worldwide which makes their
initiatives largely successful (Baker and Saren 2016).

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 The physical seminars are attended by few thousands of people only, most of whom
are delegates from various fields. By using the physical platform they would not be
able to reach out to major percentage of people, as they do over the social media.
 Digital factors can also be included within the SWOT analysis as it provides the key
opportunity for the business to create a new market for itself and attain better market
stability and success. The digital platforms can not only attract more customers but
also create a positive image for the company and help the company to each out to its
stakeholders of the company.
(Meyer 2016)
2.1.4 Threats
 One of the major threats for the organisation is that they are susceptible and
vulnerable to the social changes. The busier schedule of the common folk, the lack of
belonging towards religion and other similar factors are preventing them from
considering the activities of Genesis CLF with importance (Meyer 2016).
 The business and priorities of people in this age of technology diverts the attention of
people from religion which is not a good sign for them.
 The digital factors can also cause a threat for the organization in the form of lack of
knowhow among the employees on digital tools and technologies that can adversely
influence organizational performance.
2.2 PESTEL Analysis
2.2.1 Political Factors
 The political environment of developed countries makes it problematic for the
churches like Genesis CLF to develop their plan of promotion. The government

10MARKETING
portrays their activities as a part of their CSR. Besides, there is selective allowance of
web content in various countries.
 Many countries of Middle East and Asia prevent the promotion of Christendom,
online. As Lewis (2016), states, the organisation have been forced to withdraw many
of their videos from Facebook and YouTube owing to repeated intervention and
interrogation by the national government of many countries.
 Besides, they were also forced to abandon their social welfare activities in many war
torn countries since they demanded to carry out the activities under the banner of
Christianity.
 The political factors within UK are supportive of the principles of the organization
therefore providing a supportive environment for the business that can promote its
future sustenance and growth. The political factors moreover, helps to create a
stronger relation with the stakeholders and governing bodies thus promoting a better
performance of the organization.
(Owda et al. 2018)
2.2.2 Economic Factors
 The company gets large amount of fund allocation and potential donors for their
activities in UK and other European countries. However, there is lack of funding for
activities in Latin America Asia also. However, this problem have been remedied by
the use of social media. This is because the fans and followers of the organisation all
over the world gets an opportunity to donate freely for the activities of Genesis CLF.
 They can make payments over safe payment gateways like PayPal directly to the
organisation. The donors also get a receipt that elaborates the ways in which their
funds have been utilised the organisation.

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 The external economic factors that positively influences the business on UK includes
a growth in the country’s GDP and Per Capita Income that allows its clients to
increase their donations and financial support given to the organization.
 The economic factors also promote increase in the purchase price of the organization
adding economic stability to the business.
(Huang et al. 2017)
2.2.3 Social Factors
 The social factors that influence the activities of Genesis CLF are multifaceted. The
first issue is privacy concerns. People nowadays think twice to make donations or
indulge in to the content of websites of any religious foundation.
 One popular sentiment is that there might be anti-social group or money laundering
agency that is operating the site. On top of that, the brand loyalty of the Genesis CLF
is not much spread outside UK and as an outcome of which people of the Asian and
the African origin doubts the originality of the website of the organisation.
 The external social factors that influence the performance of the organization includes
a positive social trend that support better living standards as well as understanding of
the philosophies of Genesis CLF.
 The privacy concerns of the clients however is another important social facto that the
business needs to consider while serving its client base.
(Fouad 2017)
2.2.4 Technological Factors
 The use of social media handles have brought about a revolution in the mode of
operations of the company. They have been operating social media channels like

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Facebook, WhatsApp, Twitter, YouTube, Instagram, Myspace and Snapchat and so
on.
 These platforms allow the organisation to promote their content all over the world.
The use of internet by almost all mobile phone users is allowing the company to let
people to create personal religious space in an exclusive secular world. This is how
the Genesis CLF have been able to spread their word among the people pertaining to
anti-Christian faith (Huang et al. 2017).
 They also have a personal server with Google licensing for trapping digital footprints
of the people who surf their websites. They also have a web channel of their own
where the TV series that they create over the Bible are portrayed.
 Their regular episodes over the God TV are also available over the internet and also
on the YouTube.
 Technological advances are another factor that is significant for the business that has
developed the environment of the business in a positive manner and supported its
growth through the incorporation of various technologies to promote engagement with
the stakeholders and maintain business profitability.
(Lewis 2016)
2.2.5 Environmental Factors
 There are as such no environmental impacts of the Genesis CLF. However, the
sermons that are linked with nemesis and eternal faith which are visually casted by
Genesis CLF bears reference to the importance of nature and saving the neutrality of
the environment.

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 Hence, in some way they are spreading the awareness about preserving the nature and
maintaining the natural habitat that is really important in the atmosphere of global
warming and mass destruction of the natural habitat.
 Environmental sustainability has become an important factor within the focus of
business organizations that focuses on the protection of the environment from the
adverse impact f business operations and promotes positive growth of the
environment. This is an important external environmental factor that influences the
policies and protocols followed by the organization on environmental sustenance and
sensitivity.
2.2.6 Legal Factors
 There are certain legal restraints implemented by the operators of the social platforms.
The Privacy Act, the Diligence Act and other similar Acts of the UN and few other
countries insist that the content over social media that are repeatedly reported against,
have to be brought down. Now, many people who are atheist or believers of non-
spirituality or pertaining to the pagan faith are reporting against many of the online
content of the Genesis CLF (Hudson and Hudson 2017).
 As an outcome, many of the documentaries or the visual diaries of the Genesis CLF
that are posted online have to be brought down against the will of the parishes of
Genesis CLF.
 The legal environment in UK has a positive support for organizations such as Genesis
CLF by supporting them to develop its business operations and have laws which are
less strict and more supportive of the growth of business and its infrastructure.
 The legal factors have also supported better congruence with the business
responsibilities and obligations thereby supporting better compliance standards in the
organization.

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(Foroudi et al. 2017)
2.3 Internal Environment:
The internal environment of the company is characterised by its strong leadership as well as a
large number of followers on the social media platforms such as Facebook, Twitter and
Instagram. The organization also has more than 1 billion volunteers online that provides
updates on the various events over emails, phone calls, web posts and various other means.
The internal environment of the organization is also characterised by a strong and positive
culture of mutual respect and inclusiveness that promotes workplace diversity and respect for
all the employees working in the organization. This indicates an overall supporting internal
environment for the organization (Fouad 2017).
2.4 Competitor Benchmarking
Competitive Benchmarking is a process that allows businesses to compare their business with
that of the competitors through a set of standardized metrics that are used to measure the
performance of the companies and compare them over time and with each other to understand
the performance of the business against the competitors and thus understand the potentials for
competitive advantage for the business. The organization utilizes its existing KPIs to set up
its competitive benchmarks and understand the performance of its competitors against those
KPIs the competitive benchmarking provides a competitive advantage to the organization by
understanding how to provide its customers services that can overcome the challenges and
issues faced by the customers from the competitive businesses (Church et al. 2015).
3. Target Audience
Persona 1
Characteristics of the Middle Class families persons in South East England

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Persona
Market size 300K to 400K People
Location Scattered areas all over the South East.
Demography of the
individuals
 Married couples
 Highly educated individuals
 Aged 23 to 55
 Demands for baptism
 People who specifically have a secular mentality
Basic motivations in
life
 Peace of Mind
 Belief in God
 Active interest in religious literarture
 Frequent visits to church (Sunday Mass, Sermons and
other events)
Online activities  Internet usage and having accounts in all social media
channels
 High proximity of usage of search engines like Google,
Yahoo and Bing for Christian religious content
 Share sermons on social media channels like Facebook,
YouTube and Twitter
 Participating in religious debates on the Facebook page
of the organisation.
sDigital Channels
used
 Facebook, YouTube, Twitter, Instagram, iTunes, (mainly
for sharing the good faith of Jesus Christ through sharing
of various sermons and pictures bearing image of Christ

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or various sermon lyrics)
 Website : Forbes, BBC News, Amazon and others (Some
individuals read news on BBC, while they use Amazon
to buy products for the religious events such as
Christmas
Research Source for
compilation
 Primary research done on the DMI assignment
Persona 2
Characteristics of the
Persona
Non believer’s community in Scotland Wales
Market size 200K approximately
Location Various
Demography of the
individuals
 Male and Female
 Primarily non married people
 People who are members of various anti-Christ and non-
Christian groups and communities
 Educated non-believers who do not pertain to any
religion officially.
 Aged 20 to 50
 Earning: Not relevant
 Supports that Christianity is a myth
 Strong anti-Christian sentiment
Basic motivations in
life
 Economically flourished
 Highly engaged with anti-Christendom communities and

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having strong anti-Christ sentiment
 Reading books and watching other videos that supports
anti-religion sentiments
Online activities  Use internet on a regular basis
 Having membership of various pagan and anti-religious
social groups over social media
 Share anti-religious quotes, texts and videos on social
media channels like Facebook, YouTube and Twitter
 Participates in debate over the existence of God and birth
of Christ on Earth
 Tend to search information regarding the religious groups
for encountering their views online.
Digital Channels used  Facebook, YouTube, Twitter, Instagram, iTune, (Several
individuals are seen to be watching videos that’s spread
atheism, while some individuals are seen to be sharing
photos that bears a strong anti-Christ sentiment. Twitter
is often used by the individuals to share the conversation
on falsehood of religion with global relatives
Research Source for
compilation
 Primary research done on the DMI assignment
Persona 3

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Characteristics of the
Persona
Divorced communities in Northern Ireland
Market size 50K people
Location Same as Above
Demography of the
individuals
 Mostly female and few males
 Divorcees who despise religion
 People who are generally depressed in their lives
 Aged over 50 mostly.
 People with limited earning
 Have limited sustenance resource
 Moderate knowledge in digital activities that promotes
religion.
Basic motivations in
life
 Insecure life
 Complicated and struggled life
 Despises Christians and Christianity, but belongs to that
faith
 Seldom visits to church (No visit on Sundays)
Online activities  Use internet frequently
Digital Channels used  Facebook, YouTube (generally do not conduct religious
activities over social media)
Research Source for
compilation
 Primary research done on the DMI assignment
Reach Value Matrix High
Value
Persona 3

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4. Objectives
The first objective that have been set by the Genesis CLF is that it is acutely needed to
review the digital marketing technologies that have been employed by Genesis CLF. The
importance of the objective lies in the fact that even after several years of operations, the
activities of the organisation have been primarily restricted to the domain of UK and Europe
mainly. The company have to endorse their online activities in such a way so that they are
able to develop their physical presence in the other areas of the South Asian countries as well
as the Latin American as well as the African countries also (Bishop 2016). So far the
company have been emphasising on spreading the policies as well as the work methodologies
of theirs over the internet mainly. There is a huge fan following of the company in the latter
mentioned areas. However, they do not receive any considerable guide from the parishes and
the media handlers of the organisation regarding how to set up a parallel organisational force
in these areas so that the activities of the Genesis CLF can be spread in these parts of the
world also. They should promote more inspirational videos over Facebook, Instagram and
other sources of social media in order to show how they develop association in any area for
conduction of the social welfare activities. They have also not given official accreditation to
the fan bodies that are ardent followers of the organisation and their activities. In case they
are given official recommendation, the fan bodies can form a sub-community under the
patronage of the organisation. There should be an online fund access portal like Google Pay
Difficult to
reach
Easy to reach
Low
Value
Persona 1
Persona 2

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or PayPal account whereby fund allocation would be conducted for carrying out activities in
the latter areas. The organisation should post videos more frequently using the feature of
Facebook Live that would show case how the organisation is planning their activities for
spreading the love of Christ as well as his holy faith for the instillation of courage and
religious faith of Christendom among the people of many backward countries of Africa and
the Asian origin (Church and Oakley 2017). They can also use Instagram Live for the same
purpose.
The second strategic objective is also very relevant and needs the attention of the
further research. This is because of the fact that the impact of the online promotions and the
other multifaceted digital activities of the organisation are concentrated on a specified
demographic as well as geographical area. Their activities are most attended and supported
by the people pertaining to Christian faith. Again, as observed by Foroudi et al. (2017), they
have not been able to achieve the target of baptising more than 2 to 3% among the targeted
people from the communities that have been specified in the persona. All these implies that
the Genesis CLF organisation have not been successful in preaching the message of Christ
commendably over to the wide demographic communities that they are working with. They
have a system of filling up an online form for the people who wants to undergo baptism and
that is not because of the fact that the people in general do not prefer that. This is rather
because of the fact that the people of various areas are not no fluent with the usage of
internet.
They also not have heavy internet connectivity like a 3G or 4G connectivity. This is
essential because of the fact that website of the company is a cookie supported website that is
not supported on the light browsers. More than they have also not taken any serious step to
illustrate or popularise the website. They have no made direct or indirect publicities of the
website through paid online promotions. Recently the marketers of the successful companies

21MARKETING
have a strong digital marketing strategy, manifold promotional tactics like analysis of digital
footprints or the internet usage patterns of some of the potential internet users. Based on that,
those users receive suggestions and link pasted pop ups, online, that redirects them to the
website of the organisation. Many other church societies like the Genesis CLF uses Facebook
to allow people to apply for Baptism also. This is because, as Appah and George (2017),
states, the private website are not generally accessed by 45% of the internet users (Owda,
Balsa-Barreiro and Fritsch 2018). In fact most of the heavy internet users generally surf
Facebook, Twitter and similar other social media channels for most of the time if they are
actually surfing the web. Many of the websites have developed mini games that can be played
on their website and the games are such that they require that the player should have
knowledge of Christianity or Christian faith. As an impact, it is essential that the game should
not be kept restricted on the website only. There should links of the game posted over
Facebook or Instagram. People can have free access to the link even if they have not liked the
pages of the organisation or subscribed to their community in Facebook. As an outcome of
clicking over the links on Facebook, the users will be redirected to the website of the
organisation where they can play the game. As an outcome of this they would be acquainted
with the website and its contents.
The last objective highlights that the company needs to develop suitable strategies for online
marketing so that they can spread the word of Christ all over the globe. There should be
definite framework that can be used for the framing of the online marketing mode of the
company.
The company have to adopt the strategy of analysing the past activities. By means of
these activates they would be able to where in the past their digital strategies have met with
success of failure. Based on the achievement rate of the strategies applied in the past they can
implement those to find success in the future endeavours. This is actually how, Fouad (2017),

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states that the companies would be able to set the best possible KPIs for the business. Herein,
the business is spreading the welfare activities and faith related to Christendom. In order to
do this, as Tkaczynski (2017), states, the organisation have to choose a span of time when
they think that their performance have been ideal. The company would need to conduct
secondary research in order to analyse what digital marketing strategies have been
implemented by the other similar organisations that led them to make remarkable
advancement in their work. In return they would make a comparison of the strategies applied
by the other company with that they have applied themselves and analyse whether there is a
different marketing technique that have been applied by the organisation r there is some other
way in which the same strategies have been implemented.
The next most important strategy that the marketers of the Genesis CLF should
remember is that there should be a definite language that consumers of different
demographics understand. A basic difference can be cited through an example. In case if the
company is attempting to promote their activities and their faith in countries of the South East
Asia, they are supposed to be using the same kind of online strategies as their marketing map
would be prepared in the same radar. However, there is a slight difference (Church, Iyer and
Zhao 2015). The digital promotional mediums that are going to be used for the purpose of
promotion in the other South East Asian countries are not going to yield the same results in
China. This is because of the fact that the US based or US originated social media platforms
like Facebook or WhatsApp are generally obsolete in China. They have some other platform
like Kakao talk or Bing that is used by them. Hence the organisation has use those channels
for the purpose of promotion in China in order to reach out to the maximum number of
people.
Specific Measurable Assignable/Appropriate Relevant Timeliness
Review of Improvement in Appropriateness of the Relevancy of This

23MARKETING
digital
marketing
technologies
the adoption of
technologies in
marketing
approaches
objective can be
understood by the
stability of the
organization in UK and
European market.
Strong fan following is
another factor that makes
the adoption of digital
marketing technologies
more appropriate for the
business. The
responsibility can be
assigned to the IT staff.
this approach
can be
understood
from the
significant
growth the
organization
has achieved
over the years
leading to an
increase in
the number of
cliental and
followers for
the business.
approach
can be
implemented
within a
timeframe of
3-6 months.
Focusing on
further
research
This can be
measured
through an
increased
research
activity
conducted by
the organization
on the
internal/externa
The activity can be
assigned to the
marketing management
team as well as the reach
and development team to
undertake multifaceted
digital activities.
The
relevancy of
this approach
can be
understood
by the
potential of
increasing the
understanding
of the market
The reseach
can be done
withon the
timeframe of
6 months.

24MARKETING
l market. and its
dynamics.
Development
of
sustainable
strategies for
online
marketing
This approach
can be
measured
through the
ability of the
organization to
maintain online
marketing
activities over
time in a cost
effective
manner
This approach can be
achieved through better
funding a well as
investment in online
marketing activities. This
task can be assigned to
the marketing
management team.
The resources
required for
this objective
includes
financial
resources,
technological
resources,
man power
resources and
knowledge
resources.
This
approach
can be
implemented
within 3
months
period.
Increasing
website
traffic by
75%
This approach
can be
measured
through an
increase in the
number of
online visits
and online
purchases from
the website
This aspect can be
assigned to SEO experts
as well as IT admins to
optimize an increase the
view of the site.
The resources
required for
this aspect
includes the
IT resources
as well as
human
resources
4 months
Increasing This can be This activity can to The Pastoral 8 months

25MARKETING
the number
of Baptisms
by 100%
measured
through the
increase in the
number of
membership for
the church and
induction
through
Baptism.
assigned to the Church
leaders and Pastors as
can be integrate with
online services and
booking by using IT
resources.
resources are
the main
resource
required for
this objective
5. Channels
5.1 Facebook Marketing strategies
The company have to initially target that their Facebook content is being viewed by a
more specific and targeted audience. In case if the Facebook posts of the company are being
viewed by people with age over 60 or under 18 then it is not supposed to suit the purpose of
the marketers of Genesis CFL. In order to do that they have to observe the pattern of the
comments and the reactions with every Facebook post. As an outcome, they would be able to
understand easily who is reading and interpreting the posts of Genesis CFL. Hence forth, as
Wright and Snook (2016), advises, the company would understand that there is some aspect
in the marketing content that is attracting a different group of people rather than their targeted
audience.
This research would help the organisation to render more value to the organisation.
Although it is a social welfare and core religious organisation, there should be a certain group
of marketers who have experience in Facebook trafficking and composing web based content

26MARKETING
for at least 2 to 3 years. They can be people who are descending from the places which are
primarily targeted by the organisation for promotion or they should have prolific knowledge
about the target audience that the organisation is attempting to reach.
Again, there should be better understanding of the pulse of the industry. The company
should have a team of external market research that would be engaged in researching what
feasible Facebook marketing strategies have been adopted by the other similar organisations
who conduct a lot of digital marketing activities. As Crowley (2015) states, this is a crucial
activity and for this purpose more experienced candidates have to be hired by the
organisation.
The second most feasible strategy of Facebook marketing is the analysis of the Facebook
demographics of the organisation. The digital marketing team should be analysing what
percentage of the regular commentators and likers of their posts are reacting to their content.
Actually there is no specific group of target audience for the organisation. As evident in their
mission statement, they can promote their content to people of all age groups. as Agarwal, J.
and Wu (2018), states, the data of Facebook post viewing of the organisation for the year
2017 and 2018 have been provided herein.

27MARKETING
Figure 2: The Facebook analytics trend of output
(Source: Rich, Hines and Siemer 2015)
However there is a major trend that shows that 62% of the people over 65 years of age
have good access to the posts of the Genesis CLF. This is a positive impact for the
organisation as the younger group of people are naturally expected to surf Facebook and
expectedly they would come across the posts of Genesis CLF also.
5.2 Using other social media channels
The digital channel of Instagram has not been used by the Genesis CLF at all.
However there is amplitude if marketing potential in Instagram that hosts 700 million users
on an average in a month. If Facebook is a social platform that is utilised by all age groups,
Instagram is a portal that is being used by the youth segment of the population. There is
ample of Word of Mouth publicity through this digital channel (Tuten and Solomon 2017).
The photos or videos of the Instagram channel of Genesis CLF can create a sensation if they

28MARKETING
are able to attract the attention of viewers. The key performance indicators of Instagram
shows that there is ample possibility of spreading awareness through this digital media. The
use of common hashtags is a common activity in this media. Using the trail of the hashtags,
all the people who search for religious content would get to see the content. The social media
analysts of this organisation have to analyse what key words should they use in the hashtags
so that maximum viewership can be ensured. This is a media channel that is visited by people
of all social strata. That is why, the rate of exposure in Instagram is the highest. Again, this is
another social media handle that is slowly gaining high rate of popularity in the developing
countries. Hence, it would be easier for the organisation to attract the wider target audience.
Along with content, as Church, Iyer and Zhao (2015) states, the organisation should be
mindful about the fact that the brand name of the organisation also gets portrayed.
Along with the aforementioned strategies, it is also essential that other important
social media channels be explored by the organisation. These are email marketing, whereby
screened audiences from the social marketing activities can be send content over email. Other
than that there are the strategies like Display advertising, SEO marketing as well as other
strategies can also be used by the organisation.
5.3 RACE framework
Using the RACE framework the channels that can be use for the marketing can be
differentiated based on its KPIs and categorized into four component. Engaging, that focuses
on development of the relationship with the customers and fans in order to achieve its goals
of customer retention. This includes KPI such as share of audiences, unique visitors and the
revenue per visit. Reach is another factor that focuses on increasing the awareness on other
sites as well as offline media to improve the online presence and includes KPI such as unique
visitors, share of audience and revenue generated per visit. The third category includes the

29MARKETING
Act which involves engaging the audiences of the brand through the website as well as its
online presence. It includes KPI such as the bounce rate, pages per visit and product page
conversion. The final category includes Convert, which is the achievement of conversion to
the marketing objectives such as increasing customers or fans, increasing sales or leads and
increasing online presence. This includes KPI such as the unique visitors, audience shares
and revenue goals (Crowley 2015).
6. Action Plan (refer to appendix 1)
Activity 1-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60
Development of facebook marketting plan
Posting videos on welfare activities on Instagram
Mapping the drive in personal sales rate
Developing social media traffi c
Fig: Gantt chart. Source: Self work
7. Budget (refer to excel sheet)
The breakeven for the business was calculated based on the buildings and real estate costs,
lease hold improvements, capital equipment, location or admin expenses, opening inventory,
advertising and promo events as well as other expenses. Additionally, inventory materials
directly labour expenses, salaries, supplies and other expenses were also considered for the
variable expense. The important assumptions that were made in the budget calculation
included the expectancy of Year 1 revenue based n donations from Facebook and Instagram
as well as the sale of goods in the first year through the Facebook and Instagram platforms.
The assumptions also included costs for annual maintenance, repair and overhaul, years of
straight line depreciation, rate of annual taxes and the total loan value. A profit and loss
calculating was made based on the Five year Financial plan projecting the potential profit and

30MARKETING
loss of the business based on the Gross Revenue, cost of goods sold, other revenues, interest
income, operational expenses ( including sales and marketing, payroll, payroll tax,
depreciation, maintenance, repair and overhaul), operating income and the earnings before
taxes. The balance sheet was also based on the Five year Financial plan that calculated the
assets ( cash and short term investment, accounts receivable, total inventory, prepaid
expenses, deferred income tax, buildings, land, capital improvements, machinery and
equipment, goodwill, long term investments, deposits and long term assets); liabilities
( Accounts payable, accrued expenses, notes payable, capital lease, long term debt and other
liabilities); equity( owners’ equity, paid in capital, preferred equity and retained earnings).
The cash flow was further calculated based on the operating activities which includes the Net
income, depreciation, accounts receivable, inventories, accounts payable, amortization and
other liabilities. Investing activities which includes capital investments, acquisition of
business, sale of fixed assets and other cash flow items. Financing activities which include
long term finance, preferred stock, cash dividends, common stock and cash flow items. Loan
potential for the company was also evaluated based on the calculations made earlier (Owda et
al. 2018).
8. Measurement
The measurement of all of the social media channels that have been applied here is
important in order to understand the rate of success attained as an outcome of the
implementation of the digital marketing strategies.
8.1 Facebook Insights
Using Facebook insights, information regarding the social media presence and the level of
engagement of the clients can customers on the online page can be measured by the company.

31MARKETING
Furthermore, the Facebook insight can be useful to understand how the Facebook is able to
improve the business performance in terms of customer retention.
8.2 KPI
All the relevant KPIs which have been identified above can be measured in order to
understand whether the business has been able to achieve the performance scores and matrix
identified by the business and therefore evaluate the efficiency of the KPIs to support the
management to improve its performance.
8.3 Measurement of channels
All the channels which have been discussed above for engaging with the clients and
stakeholders should also be measured to understand whether the channels have been able to
achieve the performance goals and scores and improve the performance of the organization.
8.4 Measuring original objectives
The original objectives should also be measured and compared to the results to understand
whether the business has been able to achieve the intended outcomes identified during the
initial planning and strategy development activities.
8.5 Measuring the impact of the business
Measuring how the business has impacted the market is another good measure that cam help
the managers to understand the effectiveness of its marketing approaches.
8.6 Monitoring the plan
The plan can be monitored effectively to ensure that all the parameters are being met and all
the requirements are being addressed and thereby help the management to measure and
monitor the performance f the marketing operations.

32MARKETING
8.7 Summary Management Dashboard
Summary management dashboard can also be used as a platform to update the management
on important milestones and its completion dates and help to communicate deadline related
information throughout the organization.
8.8 mapping audience growth
The next strategy is the mapping of the audience growth rate against the digital marketing
strategies. The increasing rate of social media inflation is helping in the aggravation of the
rate of follwership. For doing this, these steps needs to be followed. At first the rate of new
memberships are to be assessed in the report cards of all the digital media channels employed
by the organisation. Then the new followers have to be divided by the total audience and then
the resultant have to be multiplied by 100 for ascertaining the growth percentage rate
(Tkaczynski 2017). Thirdly, the post reach is needed to be tracked. This metric allows the
organisation to observe what percentage of the followers watched any video when it went
live. In order to do this, the total reach have to be divided and then multiplied by 100 to reach
the percentage.
8.9 Mapping amplification rate
The amplification rate is also needed to be mapped. The amplification is the ratio of the
shares of every post to the number of total followers. There are two subtle steps of measuring
it. The first is adding up the number of times one post have been shared during the period of
reporting. Next, the percentage of that ratio is to be found out against the total number of
followers.
8.10 awareness metrics.

33MARKETING
This category of awareness sis the brand awareness. Hereby, the organisations would be
mapping what percentage of attention are the web content of the organisation gathering all
over the social media (Crowley 2015). The media metrics that can be used here are
@mentions, links, shares, impressions and so on. There are three steps that the organisation
needs to adopt for measuring it. The first is to determine the attention metrics which the
church wants as tied with the brand awareness of the organisation. The second is the
determination of the reporting period for which the strategies and the metrics need to be
monitored.

34MARKETING
Reference List
Agarwal, J. and Wu, T. eds., 2018. Emerging Issues in Global Marketing: A Shifting
Paradigm. Springer.
Appah, G.O. and George, B.P., 2017. Understanding Church Growth through Church
Marketing: An Analysis on the Roman Catholic Church’s Marketing Efforts in Ghana.
Journal of Economics & Business Research, 23(1).
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Bishop, D.F., 2016. Neoliberalism, the mega-church, and the individual.
Church, A.H. and Burke, W.W., 2017. Four trends shaping the future of organizations and
organization development. OD Practitioner, 49(3), pp.14-22.
Church, E.M. and Oakley, R.L., 2017. The Role of Social Media and Product Differentiation
in Etsy Micro-Manufacturing Shops.
Church, E.M., Iyer, L.S. and Zhao, X., 2015. Using interest graphs to predict rich-media
diffusion in content-based online social networks. Information Systems Management, 32(3),
pp.210-219.
Crowley, E.D., 2015. Theology at the Cutting Edge: The Role of Participatory Culture in
Faith Formation. New Theology Review, 28(1), pp.89-92.

35MARKETING
Foroudi, P., Gupta, S., Nazarian, A. and Duda, M., 2017. Digital technology and marketing
management capability: achieving growth in SMEs. Qualitative Market Research: An
International Journal, 20(2), pp.230-246.
Fouad, N., 2017. Viral marketing effect on digital knowledge acquisition: WhatsApp as a
model. Alexandria, 27(1), pp.10-29.
Huang, J., Henfridsson, O., Liu, M.J. and Newell, S., 2017. GROWING ON STEROIDS:
RAPIDLY SCALING THE USER BASE OF DIGITAL VENTURES THROUGH DIGITAL
INNOVATON. MIS Quarterly, 41(1).
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global &
digital approach. Sage.
Lewis, B., 2016. From Pokémon go to hashtags: how digital and social media is changing the
church. Religion and the public Sphere.
Meyer, P.H., 2016. A Parish Guide to the Use of Creative Problem Solving in Marketing Plan
Development.
Owda, A., Balsa-Barreiro, J. and Fritsch, D., 2018. Methodology for digital preservation of
the cultural and patrimonial heritage: generation of a 3D model of the Church St. Peter and
Paul (Calw, Germany) by using laser scanning and digital photogrammetry. Sensor Review,
38(3), pp.282-288.

36MARKETING
Rich, P., Hines, D.S. and Siemer, R., 2015. Membership marketing in the digital age: a
handbook for museums and libraries. Rowman & Littlefield.
Tkaczynski, A., 2017. Take me to church: What ministries are of perceived value for
attendees from a nonprofit marketing perspective?. International Journal of Nonprofit and
Voluntary Sector Marketing, 22(3), p.e1581.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Wright, T. and Snook, C.J., 2016. Digital Sense: The Common Sense Approach to Effectively
Blending Social Business Strategy, Marketing Technology, and Customer Experience. John
Wiley & Sons.
Zhang, Z. and Feng, J., 2017. Price of identical product with gray market sales: An analytical
model and empirical analysis. Information Systems Research, 28(2), pp.397-412.

37MARKETING
Appendix 1
Type of
activities
Existing
Performanc
e
Implementation of
new activities
Contact
Person
Goal Timelin
e
Developme
nt of
Facebook
Marketing
Plan
The
organisation
used to post
spiritual
posts and
videos on
Facebook
Pages. They
posted
update of
the
important
events that
takes place
in UK.
 A new
strategy of
Facebook
marketing
needs to be
implemented
 The
organisation
needs to host
mini
challenges
and games
related to
Christian
mythology in
Facebook and
allow lucky
winners from
the Asian or
the African
countries to
The Media
Marketing
Manager of
the
organisatio
n.
The
primary
goal is to
develop a
subsidiary
base for
the
organisatio
n that
would be
able to
conduct
the healing
and
baptising
activities
in other
continents
also.
60 days

38MARKETING
attend the
events.
 They should
post
Facebook
Live videos
of Baptism
activities
 The sermon
and Sunday
prayers
should be
videoed and
posted on
Facebook.
 Latest
Facebook
analytics
applications
have to be
implemented
for
understandin
g how the
viewership of

39MARKETING
marketing
content has
increased
after the
implementati
on of the new
activities.
Posting
videos of
their social
welfare
activities
over
Instagram
This is a
new domain
where the
organisation
have not yet
started
working
 A web content
designer have
to be hired
who would
create graphic
videos of the
social welfare
activities of
the
organisation
 An analytics
tool have to
be used for
mapping the
initial rate of
viewership of
the videos
 It is important
Graphic
Manager of
Genesis
CLF and
Social
Media
Manager
The
primary
goal is to
promote
the social
welfare
activities
of the
organisatio
n so that
they can
attract the
attention of
the major
donors.
Donations
would help
the
45 days

40MARKETING
that the SEO
specialist be
working on
this Instagram
project
organisatio
n to
expand the
range of
their
activities.
Mapping
the drive in
person sales
rate
There are
only few
candidates
who map
this metric,
however
from the
personal
website
only. They
do not pay
attention to
the data
analytics of
the social
media
marketing
campaigns.
Since the
 A well-
established
team of media
analytics have
to be
developed.
 The team
would be led
by a
professional
consumer
outcome
analyst who
have a
working
experience of
at least 5 to 7
years.
 This group
Newly
appointed
ROI
specialist
and the
CFO of the
organisatio
n.
The main
goal of the
company is
to analyse
the success
rate of the
newly
appointed
media
marketing
strategies.
45 days

41MARKETING
organisation
has mostly
run on
public
donations,
there have
been no
need to
measure the
ROI.
will be very
much
accountable
for the
increment in
the ROI.
 The
development
of the results
of Drive in
Sales is not
only
associated
with budget. It
is essential for
the
organisation
to map how
they are
yielding form
the marketing
campaigns
and based up
on that the
future

42MARKETING
marketing
strategies
would be set.
Developing
social media
trafficking
through
responding
to the
reactions of
viewers
who react to
the posts of
the
organisation
on social
media.
There have
been no
discreet
policy of
interacting
with the
followers
and the
church has
so far
interacted
with the
followers
when
anyone have
applied for
baptism or
with any
other chief
guest from
any other
domain.
 There should
be a
department
from the
parish of the
church where
under the
supervision of
the bishops, a
group of
religious
experts would
answer the
queries that
are raised
against the
social media
posts of the
organisation.
 A line of
constant
communicatio
The contact
person for
this project
is the
Social
Media
Manager
The
primary
goal is to
develop a
base of 100
million
followers
across who
would help
in setting
up virtual
branches
of the
church in
the future.
The
time
limit is
60 days

43MARKETING
n have to be
established by
means of
which the
organisation
would be
opening their
branches
virtually
across
continents
with the help
of some
online
volunteers.