Digital Marketing Strategy Report for Bounceback Cookery School

This report focuses on developing a digital marketing strategy for Bounceback, a social enterprise aiming to combat food poverty through cooking lessons and food donations. The report analyzes the current challenges, including negative publicity affecting charities and donor concerns regarding transparency. It proposes a membership scheme model to encourage consumer engagement and loyalty, including discount schemes and lifetime memberships. The digital marketing strategy encompasses content marketing, email marketing, online advertising, social media marketing, search engine marketing, and SEO. The report emphasizes the importance of social media and search engine marketing to reach the target audience. The research methodology involves a quantitative approach using questionnaires to gather data on consumer needs and preferences. The budget for the project is set at $100,000. The report concludes with recommendations for implementing the membership scheme and digital marketing campaign to build a loyal online customer base and increase contributions to the cause.

Running Head: Digital Marketing
Digital Marketing
Name of the Student:
Name of the University
Author’s Note

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EXECUTIVE SUMARY
The following report aims at focusing on the digital marketing strategy for Bounceback
organization. Different strategy are discussed to implement effective tool for the company to
grow. It will also focus on the different methods of strategy formulation in the social media
platform.

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Table of Contents
Introduction......................................................................................................................................3
Aims and Objective.....................................................................................................................3
Membership Scheme...................................................................................................................4
Digital Marketing Strategy..........................................................................................................5
Digital Marketing Activities........................................................................................................7
Budget..........................................................................................................................................8
Method of Research.....................................................................................................................8
Timeline of the Activity...............................................................................................................9
Recommendations:........................................................................................................................10
Reference.......................................................................................................................................13

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Introduction
The background of the issue is subjected to the food company named as Bounceback
Food. The organization is a social enterprise that had established in the year 2014 with the aim
and mission to fight against food poverty through the process of cooking lessons and donating
food to food bank. Till the recent times the organization has provided over seven thousand items
of food with nine hundred attendees in the cooking class. It is framed with the model “buy one,
give one”. The issue which the company wants to fight is against food poverty (Chaffey and
Smith 2013).
The critical issues that should be focused on is firstly emphasized on the majority of the
adults who agree upon a fact that the negative news article about the charities are ruining the
whole sector, that are resultant in withdrawing the finances because of lack of trust and
confidence in the communal organization. The other issue is with the donors who are looking for
transparency and ideas about how the expenditure is accounted, how are these expenses panned
and spent.
Aims and Objective
The aim of the organization is to develop a digital marketing platform that will cater to
the advertising of the Bounceback organization. The focus it to grab the attention of the
maximum consumers who are willing to purchase one item and donate another. The suitable
membership scheme model will enhance and encourage the consumers to attend cookery classes
and become regular contributors of the same. The organization aims at building an online
customer based and recommends a sustainable membership scheme for a successful digital
marketing campaign (Tiago and Veríssimo, 2014)

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The objective of the company is catering to understand the impact of constancy program
and membership scheme on the business sales and customer perceptions. Secondly, to evaluate
the relevant literature regarding the membership scheme and the loyalty program. Lastly the
purpose of the company is stated in the recommendation for implementing a successful
membership scheme for community of cookery school. The framework is drawn upon the
existence of exploring trends and considers the application of loyalty program. The program
mentioned tends to attract and increase customer attention and the consideration is done on the
basis of the program (Royle and Laing 2014).
Membership Scheme
The membership scheme model of Bounce back can help company in making more
profits and it can help in the development of the strong support base that can be advantageous for
the social enterprise. It can encourage the customers in attending the cookery lessons that can
help them in contributing to the noble cause of the social enterprise (MacLeod 2018). It can help
the company in collecting the funds that can help them in improving the operations of the
company. It can increase the commitment and the loyalty of the people that can help the people
in becoming string advocates for the company. It can help the organization in getting access to
the donations that can improve the prospect of Bounce back in UK. The organization can offer
the discount schemes along with the freebies that can be instrumental in increasing the popularity
of the company. It can help in raising the money for the company that can help it contributing to
the community in a greater manner. Bounce Back can charge the annual fees that can help the
people in becoming the members by spending less amount of money. There can be the facility of
the lifetime memberships that can help the company in capitalizing on the goodwill of the loyal
members that can help in bringing prosperity for the company in the long term (Mayo 2016). It

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can help Bounce back in getting the access to the subscription fees for many years that can
increase the profitability of company. It can help the company in putting the money aside in
relation to the future endeavors that can bring benefits for organization. These people can be
provided with the discounts that can prove to be lucrative for the social enterprise. Bounce Back
can provide the facility of the Gold Plus membership that can help the company in engaging with
the new customers. It can help the company in the area of sponsorships along with the donations
which can help in increasing the profit earned by the social enterprise.
Digital Marketing Strategy
Digital marketing strategy is the series of action that help the organization to achieve
goals which is carefully selected as an online marketing channel (Stephen 2016). The channel of
online digital marketing includes the earned, paid and owned media and can support a common
campaign within the line of organization. There are several types of digital marketing which can
be named as the following:
 Content marketing
 Email marketing
 Online advertising
 Social media marketing
 Search engine marketing
 Search engine optimization
 Smartphone marketing
 Landing page marketing
 Viral marketing

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A suitable direction is discussed in the report for developing an effective way of reaching to the
client. The different ways of advertising will help in enhancing the ways of approaching to the
customers and create awareness. The major portion of reaching out is through the way of media,
billboards, advertisement in radio and television, print media format and posting its
advertisement in social media (Taiminen and Karjaluot 2015).
Going with the aim of the company that is to protect the existing client and maintain the
boundary of profit and sales, along with increase the sales of the product so that the maximum of
the poverty line can be covered and enhance the cross-section of the company’s product. With
the help of search engine optimization it is probably the first thing that comes to one’s mind
about the digital marketing. There are several methods that can help to use the rank such as
building a mix of outbound and inbound links and optimize the content with special keywords.
The use of bright background and an attractive tagline would help in enhancing the name of the
organization (Järvinen and Karjaluoto 2015).
With the help of the outdoor banners and billboard the customers are being made aware
that an online platform exist for the users who can opt for the online method of marketing and
booking slots for the baking classes. The banners and billboards enhance the approach as the
method of advertising is cheap an inexpensive. A particular region can be targeted to promote the
message of covering the poverty of food. The food bank can collect the maximum of items and
many under privileged children, women and old people can be reached with the food products.
The fact that printing of the banners is cheap and also the means of printing the banners is more
comparatively. The exposure to the advertisement is covering a huge number of population and
this initiative can be applicable and implemented in this organization (Wen et al. 2014).

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Secondly the method of search engine marketing is the way to increase the traffic from
search engines. This will make it possible to advertise the bakery products in search engine and
brand it by making it appear among paid search engines. The frequent use paid services like Bing
Ads facilitates to create more space based on the keywords that attract the attention of the
customers. It is one of the effective method of creating awareness about the brand that will show
the advertisement to the targeted audience (Khoo and Adveni 2015).
Lastly the method of social media marketing can be implemented in the organization and
is considered as one of an effective way of digital marketing strategy. Social media is considered
as one of the most relevant source in this 21st century. It is not only considered as one of the
simplest form of communicating to the target audience but it does keep updated with the latest
news from the sources. Online media such as Facebook, twitter, Instagram and LinkedIn are the
sources that are chosen (Jung, Ineson and Gree 2013).
The exploration of the loyalty program and the membership scheme in the social platform
can explore in trend and critical analysis. To contribute about the digital marketing strategy the
social media platform and method of search engine marketing can be implemented on a strong
note.
Digital Marketing Activities
Depth Digital Marketing Activity
With the help of online media and the advertising media through banners and billboards
the marketing activity can be made successful. Firstly with help of the online media it can be
advertised in the social media platform about the organization. With this medium of application

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it will help in creating an awareness to the people. Social media is a platform were the consumers
are available and are socially active. Secondly the marketing search engine will enhance the
approach of the organization.
To craft cognizance among the target audience is given a scheme of discount for the
consumers who regularly makes a visit to the store. This strategy can be implemented among
different stores that caters to the need of the buy one give one products. The strategy can be
implemented by the company for the products the customers makes a purchase. At a certain
amount of purchase the customer would make purchase and will be eligible for a discount. The
discount would be slabbed according to the amount of products being purchased. Through this
medium the customers would be motivated. This system of discount can be availed through
online basis. By visiting the website of the online store it can be availed (Mekraz and Gundala
2016).
Budget
The budgetary policy of the company is made a target of $100000. It is the aim of the
company to start up its production and implementation with a budget which is mentioned above.
The marketing strategy scheme and the online marketing scheme is implemented with the
following amount. The policy and regulation of the organization is strictly followed by all the
employees working in the company. The contribution of the cooking lessons which are given to
the people who finds it interesting to work with. It is made a mandatory solution for all the
working people to follow the rules of the company.

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Method of Research
The digital marketing strategies were developed with the help of the primary method of
the research that have helped in devising the successful strategies. Quantitative method lays
emphasis on the aspect of the objective measurements and the mathematical analysis of the data
with the help of the polls and the questionnaires. It lays focus on the gathering of the numerical
data which helps in the area of generalization that can help in explaining a particular
phenomenon. The questionnaires helped in obtaining the information from a large number of the
people that have helped in understanding the needs of the people (Brannen 2017). The personal
interviewing questionnaire were taken recourse to that helped in collecting abundant information
pertaining to the research. It helped the people in taking the time that helped them in the
consideration of the important aspects. It helped the participants in stating the views that helped
in facilitating the process of the research. It helped the people in coming up with the honest
answers that have helped the researcher in drawing the right conclusion (Bryman 2017). The
questionnaires contained the multiple choice questions along with the attitude scales that helped
the people in arriving at the results. The questionnaires were posted on various sites of the
internet that have helped the researchers in gathering the responses from the people.
Timeline of the Activity
On the basis of the activity the issues that are recognized are in the area of online
marketing platform. The website that is built has a poor communication of information and the
policies about the company. A time of about six months is required to build a new online website
so that maximum of the population can be reached and made aware of. The required amount of
time will allow the company to resolve the matter and build an enhanced website for the
customers (Thomas et al, 2016).

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Digital Marketing Activities Timeline
Content Marketing 6 months
Search Engine Optimization 1 year
Social Media Marketing 1 ½ year
Membership scheme on the social platform 2 year
Figure: Timeline of Bounce Back
Source: Created by the author
Recommendations:
Thus, the organization wants to develop strong marketing strategies and a digital
marketing platform in order to expand the business worldwide. The company by doing this, will
be able to grow a reputation and a brand image in the market by serving the customers and in
turn the poor people. This will help the company to increase their revenue generation and in turn
the profit margin of the company. The aim and objective of the organization is to create
awareness among the customers about their unique business plan. The company also aims at
gaining a competitive advantage in the market and grab attention of the maximum customers
who are willing to purchase an item and donate the other. The organization is aiming at
publicizing the online platform and makes people aware of their online facilities. Thus, the

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company can use certain strategies for reaching out to the customers. Bounceback can utilize
their social media platform like face book, instagram for promoting the online platform through
which they can communicate with their customers and help them to purchase food and donate to
the poor people. This mode of marketing will help to build stronger customer relationships and
open doors for attracting new customers (Tuten and Solomon 2017). These days, people are
spending more time on these channels and thus it would easier for the company to connect to
their customers worldwide. Social media marketing will also make the customers more receptive
to the company’s messages and in turn increase the brand recognition (Ashley and Tuten 2015).
The company can also improve their modes of payment and give customers more choice. The
company instead of only taking debit or credit card can include the payment mode like Paypal,
Paytm, which will encourage customers to take the final step and complete their purchasing.
This, in turn will help the company in to make the e-commerce site more accessible to the
customers from all over the world. The different modes of payment can also boost security.
Security is one of the major elements of the payment process. The company will help the
customers’ mind to be at ease and release their stress out of online shopping by boosting the
security through various methods. The company can also use the payment processor with a high
level of built-in security. The company can also use the process of tokenization for protecting the
customer information (Tiago and Veríssimo 2014). This can drastically improve the security of
the company’s website and in turn help the customers with smoother payment process (Ryan
2016). From the primary findings, it can be concluded that majority of the participants who had
answered the questionnaire were not aware of the company Bounceback and the major reason is
their lack of appropriate marketing strategies. Majority of the people of UK are agreeing to the
fact that food poverty is a major problem but most of them are not ready to support the local food

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banks. Thus, the company should respond appropriately by arranging food campaigns and
lucrative schemes for the customers for increasing the brand awareness.

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