Comprehensive Digital Audit of Save the Koala - AMN425 Marketing

This report presents a digital audit of Savethekoala.com (Australian Koala Foundation), evaluating its digital assets and activities based on criteria such as the vision of digital media, integration of marketing and IMC strategies, search activity, brand messaging, community involvement, and digital tool usage. The audit assigns a score of 6 out of 10, highlighting strengths in organizational features, website design, and email marketing, but identifies weaknesses in mobile presence and search engine optimization. Recommendations include implementing Pay-Per-Click marketing, developing a mobile application, and increasing social media engagement to enhance the organization's global reach and recognition.

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

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

Frequency of use of digital and
social media tools
According to the observations, it has been
recorded that the following community’s
website updates are initiated, very rarely. Buffer
is used, once in a while, which shows the
isolative feature of the community, at certain
times. However, design, task management and
mail tools are regularly used.
Examples of content shared The organization constantly supports eco-
friendly materials which has influential meaning
to the subjected crowd. Moreover, shared
content over social media and website includes:
 Animal (mainly koalas) and nature-
based photos.
 Videos of campaigns.
 Newspaper articles and status-update
reports.
 Research materials and results.
 Support desk.
Strategic user engagement The usage of digital media in the former
organization has been targeted to reach the
Australian market first, then encircle the global
market. Reports from Krueger & Haytko (2015)
show the improvement of digital activities and
targeting a particular set of clients, produces
opportunities (+ 20%-30%) according to the
user’s preference and choices. Moreover, the
sorting feature is absent, while random
selection is allotted.
Measurement of digital
performance
Savethekoala community is yet to consider any
steps to capture the performance evaluation
and information storage. However, attempt can
be made to execute such essential
implementations.
*Where 0 indicates a lack of achievement and 10 represents optimum achievement.
Part B: Score, Interpretation of Score and Recommendations for Digital Strategy
After the evaluation of all the practices and strategies that are being operated by the
Australian Koala Foundation, the present methods of the organization can be rated to gain a score of
6 out of 10. This distinctive score is argumentative, yet explainable.

Savethekoala has strengthened their operation policies and practices to influence the people
of Australia and close-by locations (Martin, 2017). Also, digital strategies to highlight the
organizational features are eminent in the website’s design, image and videos, email marketing and
research materials. However, the organization lacks presence in the android and IOS platform, due
to the absence of any mobile application. Also, the digital marketing strategies seem degraded
during google searching the organization.
Recommendation
Suggestions can be stated with respect to inheriting and improving the following features to the
organization, as:
 Pay-Per-Click Marketing (Espy, 2013) is a popular advertising stage (provided by Google), to
direct traffic to the respectable websites, and associate them to first-tier of search engines.
 According to a journal by Baltes (2015), 52% of marketing organizations use AI which
improves their planning for the next two years by 29%. Thus, the use of the platform is
efficient to calculate tactics to enhance digital strategies.
 Also, building an android and IOS based application, would provide much more portability
feature, to the users.
 More online presence and updates on social media will influence the global minds, and
attract people’s interest on the AKF community.
Moreover, Australian Koala Foundation is a noble and respected organization, who needs much
more recognition in the global scenario, due to their rich initiative. The inheritance of the stated
recommendations are aimed to produce better reach in the social media and other digital
platforms.

References
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Clark, T. W., Mazur, N., Cork, S. J., Dovers, S., & Harding, R. (2014). Koala conservation policy process:
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Espy, S. N. (2013). Marketing strategies for nonprofit organizations. Chicago, IL: Lyceum Books.
Krueger, J. C., & Haytko, D. L. (2015). Nonprofit adaptation to web 2.0 and digital marketing
strategies. Journal of Technology Research, 6, 1.
Martin, R. (2017). Managing over abundance in koala populations in southeastern Australia: future
options. Australian biologist, 10(1), 57.
Melzer, A., Carrick, F., Menkhorst, P., Lunney, D., & John, B. S. (2016). Overview, critical assessment,
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