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

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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.