Digital and Social Media Marketing for Pets as Therapy (PAT) Charity

This report covers the evolution of digital technology, changing nature of digital marketing environment, consumer persona, use of digital technology in enhancing customer experience and implementation of strategy, marketing communication, and recommendations to address marketing issues in the context of Pets as Therapy (PAT) charity.

Digital and Social
Media Marketing

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Evolution of digital technology...................................................................................................3
Changing nature of Digital marketing environment....................................................................5
Consumer Persona.......................................................................................................................7
Use of Digital technology in enhancing customer experience and implementation of strategy..7
Marketing communication...........................................................................................................8
Recommendation to address marketing issues............................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
This project report is depicted on Pets as Therapy, a national charity founded by Lesley in 1983.
It offers visiting services in nursing and care homes, hospitals, special need schools and hospitals
in UK. It helps in enhancing health and wellbeing in different communities by visits of trusted
volunteers along with their behaviourally assessed animals. This therapy helps in gaining self-
confidence and facilitates as a favourable and safe space so as to address phobias. This project
report will cover concepts of digital marketing along with macro, micro environment that
emphasis on social media implications. Along with this, it will cover changing nature of digital
marketing and applicability of digital marketing tools in charitable organisation and consumer
persona. In addition to that, it will also cover marketing communication and its importance. At
last, it will cover appropriate theory to support argument in context to PAT.
TASK
Evolution of digital technology
Digital marketing is crucial in every business and every business have opted to attract its
customers (Nabieva, 2021). Traditional marketing is diminishing and digital marketing is
evolving in today’s modern era. It is used to promote product and services of company and
facilitates in boosting sales. Following are some concepts of digital marketing (Peter and Dalla
Vecchia, 2021)
 Content optimisation- This concept is also known as silver bullet of digital marketing. It
can be used by PAT to engage with more supporters and to showcase their work. The
quality, frequency and relevancy of content plays an important role in success of NGO.
As nobody likes information which is drafted poorly.

 Marketing analytics- It is highly important in formulation marketing strategies and
makes it easier for marketers to engage with their audience. By collecting data from
online source and interpreting so as to create valuable insight for effective decision
making.
 E-mail marketing- In order to minimise cost of marketing, Pat can opt this approach in
order to reach large number of supporters. It is most preferred digital marketing tool
opted by various profit seeking companies and non-charitable organisations (Fergnani, ,
2019).
Situational Analysis
In context to PAT, there are various competitors which provides similar services to
people. This becomes a threat for company as their operation will directly affect NGO’s
brand image. So it is needed to conduct market research and analyse their strength and
weakness. This will help PAT in framing of effective strategies which leads it to
attainment of goals and objectives. In addition to that, it is not only to conduct market
research but also needs to be consider macro factors. This will help NGO in analysing
external forces that can impact on operations and functioning of PAT. It consists of
various external factors such as political, economic, social, technological, environmental
and legal factors. Due to political stability in UK, it becomes easier to operate functions
of PAT and government also encourages to wider their range by which individuals can be
benefitted. It also assists in economic development of nation as it contributes in wellbeing
of individuals. Technological factors are affecting operations in a positive manner. By
this, NGO can promote its work to larger people and they can contribute in social work
by donating funds in charity account. By opting technology, they can raise fund from
different people across the world. Environmental factors affect NGO’s functioning due to
natural calamities. It is needed for PAT to comply with all rules and regulations
formulated by YK government in order to avoid penalties. Huggle pets’ therapy is one of
the organisation which provides similar service to PAT. Company opts digital marketing
and social marketing tools in order to make people aware about therapy.
It uses social media platform to communicate with its supporters and in
fundraising. It is beneficial for it as it allows to donate funds directly to organisation’s account.

This marketing tool is opted by organisation because it is cheaper and effective which allows in
connecting with people in short span of time (Krishen and et al., 2021).
Changing nature of Digital marketing environment
The nature of marketing is changing and thanks to advent of digital marketing. The older
influencer of buyers is influenced by new generation. Due to rapid change in technology, it
makes process faster and effective. Digital technology is opted by every organisation whether
profit seeking or NGO. This alternative is opted as it is effective in engaging with customers and
in influencing too. Understanding digital marketing environment helps PAT in gaining an edge
by which it can frame effective marketing effective strategies. By having this skills, it becomes
easier to modify or alter strategies so as to accomplish organisational goals. For PAT, it is
important to understand digital marketing environment so that corrective actions can be taken in
their existing strategies. As marketing is rapidly shifting towards digitalization and some
organisation are still stuck in traditional marketing methods. It may reduce their market share
and also affects functioning.
 Micro environment- It refers to operating environment of an organisation. It has the
potential to affect daily operations of an organisation. In case of Pat, the micro
environment components are competitors, organisation, volunteers and supporters.
Having an insight of all existing conditions helps organisation in framing of effective
strategies.
 Macro environment- This environment affects entire economy rather than a particular
region or sector. It encompasses with technological advancement, political interventions
and social change (Chaffey and Smith, 2017). It is needed to be taken into account while
framing management strategies or it will adversely effect on organisation’s performance.
The impact of digital marketing on NGOs performance cannot be overlooked. Due to
COVID-19, it has affected many business and have to adjust with technological tools. It
has affected every industry and this condition drove PAT to explore a new way of
communicating and engaging with its supporters. Technology in digital marketing have
changed landscape of marketing. After pandemic, PAT started remaining active on social
media by which it can showcase its work so as to inspire people to donate funds. In
addition to that, this creates a sense of responsibility towards wellbeing of humans among
individuals.

Opportunities in Digital marketing for NGO
There are various opportunities for NGO in digital marketing as it plays a vital role in
functioning. By opting digital marketing tools, it can influence people to donate fund. In addition
to that, after pandemic, it becomes a challenge for non-profits to raise funds. Besides traditional
ways to fund raise, online digital marketing offers PAT in gaining exciting opportunities to raise
money and in spreading awareness so as to support good cause. In today’s technological world,
there are endless resources for non-profits to raise funds and to spread message in order to make
people aware about their cause. NGOs like PAT are working day in and day out to good cause
and have many stories to be shared. People gets influences by their stories and often choose to
support or join mission. Traditional way of fundraising is replaced by digital marketing which
contributes NGOs in spreading their message. The major opportunity to PAT is that it can serve
its services to other countries too by opting digital marketing. Along with this, people can be
aware about pets and their importance in human life. Many people can overcome from this
therapy across the world. In many countries, pet therapy is not available and by promoting over
internet people can be benefitted.
Digital marketing in communication
There are various social media platforms by which organisation can communicate with its
supporters. PAT have opted digital marketing tools in order to engage with wider range of
audience. Along with this, it runs flashy and eye capturing ad campaigns on social media
platforms so as to influence people to donate for charity. It also writes engaging content by
which it can capture attention of supporters and can make them influence towards organisation’s
mission or vision. In addition to that, it uses Facebook and Instagram to promote its social work
so as to communicate for good cause (Goldfarb and Tucker, 2019). Mostly audience are active
on social media and it becomes easier to target audience over internet by using digital marketing
communication tools. Organisation can communicate with its supports regarding joining in social
process.
Customer experience management strategy for achieve objectives of PAT
Customer experience can be described as the holistic perception for the experience of the
customers in context to business. It is one of the strategy which is the result if interaction of
customers with the business from navigation of websites of the company to the communication
to customer service as well as reviewing of the products purchased from the business. All these

activities of the business is creating impact over the perception of the customers and also
decisions. Delivery of the effective customer experience is also creating positive impact over the
business. Effective and positive customer experience helps to reduce the complains and return of
the customers and also helps them to repeat the purchase of products.
Effective customer experience is important for the business of PAT. It is one of the essential
strategies of the business. Explanation of its important in context of PAT is mentioned below:
 Increase loyalty: It increases the loyalty of the customers for various reason and also
allow them to create a good experience. It will help organisation of PAT to satisfy the
customers with the company and motivate them for purpose of repurchasing of the
products and services.
 Increased customer satisfaction: Customer experience allow the business to offer
convenience and also make the purchasing process easier. It also includes effective
customer service which allows PAT for purpose of increasing the satisfaction of the
customers.
 Word of mouth: It is also an important strategy that allows the business of PAT for
purpose of enhancing customer satisfaction. A satisfied customer is also involved in the
positive reviews and word of mouth which is important to the company.
All these benefits of the customer experience strategy create a positive experience in minds
of the customers. It helps the business to create a good impression in minds of the customers
about the offering of the company as well as about their customer service. It allows the business
of PAT to attain its organizational objectives as the ultimate aim of the company is to offer
satisfaction to the customers and also to solve their problems.
Vision of PAT is to enriching the lives of people as well as pet with the single visit at a one time.
Mission of this organisation is to create a future where people of different age in all over the UK
provide benefits to support in order to access to volunteer and pets to improve their lives. For
purpose of these objectives, business managers of the PAT can adopt the differentiation strategy.
It is one of the important strategies which is essential for a person to differentiate their offering
from those of competition.
Offensive and defensive strategy:
Offensive strategy: It is one of the corporate strategies which includes adoption of changes in
the industry. It is a strategy which allow the business to invest heavily in the activities of

research and development and also over different technologies in the efforts to remain
competition. These strategies create direct impact over the target competition and also to capture
the marketing share.
Defensive strategies: It is one of the marketing tools which provides assistance for companies in
retaining customers and also to overcome of competition. In a competitive environment,
businesses ensure the protection of the expectation, brand, growth and profitability for purpose
of attaining competitive advantage and also help to build the reputation of the brand. It is a
strategy that helps to reduce financial risk and also to overcome of competition.
Customer persona
Persona Name: Elena Salvatore
Profile Summary: Volunteers who
are able to carry out visits to the
PAT, coordinators in the Volunteer
areas, assessment of pet behavioural
and also assessors carry out of
volunteers.
Media/Brands:
Social media is created
awareness of the products.

Personality: Friendly
Interest/ Behaviour: Interest in the pet
Age: 18-25
Occupation: Students
and cooperative
employees
Status: single
Location: England, UK
Archetype:
Motivation:
There are various
customers who
wants to overcome
of loneliness and
does not want to
spend too much.
Frustration:
Customer
face
frustration in
their life due
to stress in
their life and
work
pressure.
Influence:
Customer will opt this therapy
when they feel lonely and
depressed. If they got tired
with every alternative, then
they will opt this option.
Consumer Persona: Customer persona may be referred as a semi functional architype which
represents various key traits of large segment of audience. This helps in better understanding of
needs and wants of customers and allows in doing efficient job so as to fulfil those desires.
Consumer persona facilitates in tailoring of marketing strategies so as to attain objectives.
Who are they?
The targeted customer
of PAT is the one who
are depressed and
anxious with their
living. It will help in
overcoming from
sadness. They may be
from hospital, schools
or from prisons.
Purchase decision
Customer will opt
this therapy when they
feel lonely and
depressed. If they got
tired with every
alternative, then they
will opt this option.
Sample quotation
“I would love to take
this therapy along with
Goals and pain points
There are various customers who do not want
to spend more on therapies and want instant

keeping connected to
pets”
relief from their sadness.
CX Strategy
This strategy consists of various plans which put in place so as to give positive experience at
touchpoint of each customer along with its journey. In relation to PAT it frames this strategy by
discovering how brand is experienced by customers. There are various volunteers such as VP
and CIO which conducts market research in order to get insight of its customers. In next stage, it
analyses who are current customers and further it analyses vision, vision and values. In next
stage, it aligns business process with its CX strategy. In addition to that, PAT maps its customer
journey and analyse competitors in market. With this, it can define goals and SMART objectives.
Hence CX strategy forms and ultimately company measures CX strategy by using KPI. This
strategy will help company in rendering positive customer experience at each touchpoint.
Along with this strategy, company opts market development strategy in which it targets new
customer with existing service in existing market. This would help PAT in gaining more
customers by understanding their touch and pain points. With this, it can serve better service to
its customers. This strategy was chosen because with this it can wider its market share in existing
market.
Customer Journey Map: Customer Journey map can be described as the visual representation of
the journey of the customers. It assist a person in order to describe the story of the experience of
the customers in context to brand in different touchpoints, customers can be interest with the
business through different channels including the email, social media and live chat which allow
them for purpose of mapping of the journey for ensuring that no customers can be out of slips of
the company.
Customer in today’s time has highly personalised experience which is the results of the efforts of
customer service and marketing. It consists an approach which is an interconnected approach
which is known as the omnichannel marketing and omnichannel customer service. In context o
marketing, customer journey mapping is essential in the process which allow the marketer to
target the prospects across different touch points. For instance, customers who search for a
product is retargeted by the company through the social media advertisements.
There are different stages PAT is creating awareness of their offering through their social media
advertisement. If customers showing interest, they are searching for the services. Different types

of online websites help to offer the offering and services of the company to the customers. After
the customers purchase the product, company is providing them effective customer services and
also focusing on building good relationship with the customers.
Use of Digital technology in enhancing customer experience and implementation of strategy
Digital technology contributes in enhancing customer experience as it facilitates in taking
feedback from customer and taking corrective actions so as to improve their services. PAT is
using social media marketing on which it invites feedbacks from different customers and based
on that modifies strategies in order to improve its services. It is imperative for organisation to
regular monitor its activities and takes feedback so that effective measures can be taken to
improves its services. It plays an important role in enhancing customer experience as it helps
company in identification of those areas in which it is lacking.
Marketing communication
It is important for PAT to communicate with its customers and allows a two-way
communication. It will eliminate risk of miscommunication and corrective action can be taken
for further development. In addition to that, it can opt social media marketing, mobile phones
and instant messaging apps. In context to internal communication, it can opt landlines, internal
messaging app and e-mail for that. It facilitates in better coordination between PAT and
customers. Company opts digital and social media marketing in order to communicate with its
targeted customers. It is most effective and cheaper way to communicate.
Omni channel marketing
It can be referred to cooperation and integration of different channels that company uses in order
to interact and communicate with its customers. In relation to PAT, it opts website and social
media page by which it can connect with its customers. The core aim of Omni channel marketing
is to create seamless and convenient user experience which offers many opportunities. By opting
this channel, many companies are leveraging Omni channel strategy. This strategy will help PAT
in giving better customer experience along with this, it also facilitates in brand strategy and
identity. The core aim for every company is to provide better customer service experience and
Omni channel strategy helps in attracting more customers through both online and offline
channels.

Recommendation to address marketing issues
PAT is facing various such as low traffic on its website, low donation and low supporter
engagement. All these issues can be addressed by formulating effective strategy which leads
towards attainment of objectives. In order to generate traffic to PAT’s website and to increase
reach of mission and interaction with supporter, it can use Search Engine Optimisation(SEO),
Search Engine Advertising(SEA) and Pay Per Click advertisement. With this, non-profit
organisation has an opportunity to create free advertisements. In order to make ad campaign, it is
needed to take customer journey into account so as to reach exactly those people who are
relevant to message. Customer journey will help in describing journey between customer and
organisation. It will help organisation in attracting right people by opting digital marketing tools.
In addition to that, it can make people aware about mission, vision and objectives of PAT by
which it can influence people in a positive manner. Social media tools are highly effective for
organisation as it facilitates in communicating with its supporters in an effective and efficient
manner.

CONCLUSION
From the above project report, it was concluded that digital marketing plays an important
role in spreading message for PAT by using various digital communication channels. In addition
to that, it is important to opt social media marketing in order to engage with more supporters. It
is needed to conduct market and competitor analysis so as to identify forces which can affects
functioning. It will help marketers in framing effective strategies which drives organisation in
attainment of goals within time frame period. Pat also run ad campaigns so as to inspire people
and to influence towards vision and mission of organisation. It is imperative to frame customer
journey map and customer persons so as to target supporters. By taking feedbacks from
audience, it becomes easier for PAT to alter its existing strategy in order to enhance service
experience. It will help organisation in enhancing services for further development.

REFERENCES
Books and Journals
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journal of research in marketing, 34(1), pp.22-45.
Krishen and et al., 2021. A broad overview of interactive digital marketing: A bibliometric
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Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for
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