Analyzing Digital Marketing Strategies for Food Bank WA

This report provides a comprehensive analysis of the digital marketing strategy employed by Food Bank WA, Australia. It examines various aspects of their campaigns, focusing on social media channels such as YouTube, Facebook, and Twitter. The report delves into a SWOT analysis, identifying strengths like their presence on digital platforms and the use of video marketing, and weaknesses such as limited employee engagement and a weak website. It also explores the target audience, including demographics and psychographics, with persona development to understand their needs. The report further outlines the organization's objectives, purpose, key messages, digital marketing channels, timelines, and costs. Additionally, it analyzes the monitoring, tracking, and reporting methods used to assess the effectiveness of their digital marketing strategy. Competitor analysis is also included to provide a comprehensive overview of the digital marketing landscape for the Food Bank WA.

Digital Marketing Strategy

Executive summary
The report has analysed in depth varied working aspects within digital marketing and
social media marketing campaigns, for further competent productive engagement goals at
Food Bank, Australia. Research has examined in detail social media marketing channels such
as Youtube, Facebook and Twitter, for strengthening larger effective marketing plans for
eradicating poverty among people. Food Bank works with target audience among families
and children, where further scale consistency among plans enhances scope for technical
innovation and best outputs.

TABLE OF CONTENT
INTRODUCTION.................................................................................................................................3
SWOT ANALYSIS...........................................................................................................................4
Target audience.................................................................................................................................8
Strategy, purpose, objectives and key messages..............................................................................12
Digital marketing channels, Timeline and costs..............................................................................14
DIGITAL MARKETING SCHEDULE...........................................................................................14
DIGITAL ANALYTICS: MONITORING, TRACKING AND REPORTING...............................18
CONCLUSION...................................................................................................................................19
REFERENCES....................................................................................................................................21

INTRODUCTION
Digital marketing strategy can be understood as technique used by companies in
today’s global competitive world for promoting goods and services among varied sections
among target audiences. The digital marketing strategy further also holds specific role to
create online market expansion among consumers, for synchronising larger creative
working standards effectively within longer time periods. Food bank WA is Australia
largest food Relief Company providing over 6 million meals a year among people, with
entire grocery surplus and donated products (Australian food banks report huge surge in
demand during Covid pandemic, 2020). The report will research aspects of digital
marketing used by Food bank WA, for reaching larger consumers widely based on
expertise parameters effectively with high scale rise actively within longer time periods.
Study will identify swot analysis factors, target audience for further dividing larger
working segments within digital platforms. Target audience will be analysed, based on
persona development and factors impacting larger functional arenas variedly to enhance
wider stronger quality standards dynamically. The study will also further analyse digital

marketing objectives, purpose and key message which brand aims to deliver among
audiences for varied consistency further expansion goals.
It can be also understood that Food bank WA, digital marketing channels, timelines
and costs will be further worked on for bringing on imperative connective rise functionally.
The report will also analyse monitoring, tracking and reporting aspects used for digital
market strategy and how new vision oriented goals are further evolved among practical
integrity for gaining larger revenue rise. Food bank has been able to develop best palace
within competitive industry, by unique facilities and services among people and effective
structured supply factors (Olson and et.al, 2021).
SWOT ANALYSIS
STRENGTH
 Yes the biggest strength of the
company is their strong brand
presence at different digital marketing
channels in which the topmost is
social media platform as they have
huge amount of followers on their
Facebook page which result in
attracting large number of customers.
 Yes the content in which the
organization is engaged which is very
strong on the other hand it is also
known as their strength of the
company as by reading that more of
the people are attracted to know what
are the activities that are performed
by the company.
OPPORTUNITY
 Foodbank will have the to perform all
the activities that are utilize as per the
trends which are they can do the live
video marketing on the other hand
they can also make show people
content which will result in attracting
large number of audience.
 They also have the positive to target
audience by doing paid promotion by
using social media advertising. in
addition to this they can also use
micro influencers which can influence
the audience by letting them know
what are the activities performed by
Foodbank (Grayes,2020).
 Social media channels have different

 The other standout the companies
they have experienced digital
marketing staff which make different
efforts which will result in achieving
growth and success of the
organization.
 In addition to this as the company
have better digital marketing but on
the other hand they also have good
social media account which result in a
strong calling to the actions
(Esqueda-Walle, and et.al, 2020). As
the post pictures and videos for the
things that are performed in the
organization.
types of platforms that are Facebook,
Instagram and Twitter which have the
highest concentration of targeting
audience as nowadays so many
people using these apps.
 Yes the organization also have the
opportunity for collaborating with
their targeted audience by using
digital media that will result in Co
creating brand as by this so many
people will know about the things that
are done by the company.
 They also have the opportunity to
grow create their brand by expanding
their current programs that are related
to direct delivery, check out hunger
and food drive.
WEAKNESS
 The biggest weakness of the
Company is their employees are not
so much involved or engaged in using
different type digital channels.
 They do not have strong digital
marketing presence which have
resulted in losing their sales as they
have no page on LinkedIn on the
other hand they also have poor
website which do not result in
attracting large number of audience
(Nabors, 2019).
 The digital marketing actions are not
THREATS
 With changing climate conditions
external environment conditions are
also essential aspect which has been
impacting company in recent time
periods. Furthermore, there is varied
risk and increased changes coming
from rising cost among prices and
external business conditions where
Food Bank has to further bring on
dynamic efficacy actively. It can be
understood that technical innovation
and changing effective consistency
factors, have to be implemented for
strengthening effective competitive

monitored by the company because
they are afraid of losing a strong
leadership which will result in no
succession planning. They don’t
know must use of proper analyze that
is related to direct mall efforts which
will result in inhibiting growth of the
program.
 The other weakness of the company
is there staff and executives who take
the decision that is related to how to
use digital marketing another source
which will result in achieving growth.
innovation.
 Food Bank has to also further extend
strategic vision oriented planning for
reaching out to larger productive
goals among functional arenas. Food
Bank has also threat from
determinants ranging among
corporate inputs rise, and at times
lack of volunteers where training
costs and expenditures are high at
times (Bhandare, 2021). It can be also
understood that Threat of external
business pressures bring on change
among structural competitive arenas
and for further strengthened larger
pace goals within practical
implementation.
Competitor analysis
Company Platform Sentiment
(out of
10%)
Reach
(fans,
followers,
subscribers
)
Company
Posts (how
many per
day/ week)
Engagemen
t
(comments,
shares,
Likes etc)
Average
Response
Time to
Engagement
(how quickly
your
company
responds to
the
engagement
eg: to
comments)
Food bank Facebook
Positive: 8
Negative
2%
fans,
followers, 3 per week
comments,
shares,
Likes etc 6 out of 10
Twitter Positive :5 fans, 2 per week Tweets 3 out of 10

%
Negative:5 followers
Instagra
m
Positive :5
%
Negative:5
fans,
followers 2 per week
comments,
shares,
Likes etc 6 out of 10
YouTube
Positive: 8
Negative
2%
Subscriber
s 1 per week
comments,
shares,
Likes etc 7 out of 10
LinkedIn - - 1 per week -
North
West
Harvest
Facebook
Positive:
8%,
Negative
2%
fans,
followers 4 per week
comments,
shares,
Likes etc) 6 out of 10
Twitter
Positive :5
%
Negative:5
fans,
followers 3 per week
comments,
shares,
Likes etc 6 out of 10
Instagra
m
Positive: 8
Negative
2%
fans,
followers 4per week
comments,
shares,
Likes etc) 7 out of 10
YouTube
Positive:
10%
Negative
Subscriber
s 2per week
comments,
shares,
Likes etc) 6 out of 10
LinkedIn -
fans,
followers 1 per week - 3 out of 10
Stop
hunger
now Facebook
Positive:
10%
Negative
fans,
followers 3 per week
comments,
shares,
Likes etc) 7 out of 10
Twitter
Positive :5
%
Negative:5
%
fans,
followers 2 per week
comments,
shares,
Likes etc) 6 out of 10
Instagra
m -
fans,
followers 2 per week - 7 out of 10
YouTube Positive: 8
Negative
2%
Subscriber
s
1 per week comments,
shares,
Likes etc)
7 out of 10

LinkedIn
Positive :5
%
Negative:5
fans,
followers 1 per week - 3 out of 10
Communit
y food
bank
Facebook
Positive:
10%
Negative
fans,
followers 4 per week
comments,
shares,
Likes etc) 6 out of 10
Twitter
Positive :5
%
Negative:5
fans,
followers 2 per week
comments,
shares,
Likes etc) 6 out of 10
Instagra
m
Positive: 8
Negative
2%
fans,
followers 3 per week
comments,
shares,
Likes etc) 7 out of 10
YouTube
Positive:
10%
Negative
Subscriber
s 2per week
comments,
shares,
Likes etc) 7 out of 10
LinkedIn
Positive :5
%
Negative:5
fans,
followers 1 per week
comments,
shares,
Likes etc) 4 out of 10
From the above analysis, it can be understood that Food Bank has competitors within
growing world where the digital communication channels are widely growing for
strengthening larger functional customers reach. This further also signifies the aspects that
digital marketing paradigms are widely strong within changing time periods, where
competitors analysis enables us to bring on varied scale focus among stakeholders
community engagement aspects. It can be understood that Food Bank has been also facing
reduction recently among stakeholders and community engagement goals, where further
synchronised efficacy has to be evolved on dynamically. It can be understood that this threat
of less activeness within Youtube, linked Inn shows that new strategic planning has to be
further enhanced profoundly (Pandey, Nayal, & Rathore, 2020).
Target audience
Demographics and psychographics: The program has identified children and their family as
target markets, where Food bank as one of the best organisation has been competently
expanding towards productive standards functional services. Primary focus is to eradicate
food hunger and food insecurity, and to provide food to people in need and directly
contacting to individuals in cooperation.

Australia faces food insecurity with changing hemispheres, where families with less
income, children are the target market where unemployment and disabilities are some of the
essential factor. Services are widely appealable as Food bank only charges handling fees and
also it can be understood that the digital media plays special role. Families with less
affordability on food supplies, with children are offered varied services based on specific
requirements where digitally they can avail all details. Face of hunger is diverse where people
affected with disease, poverty and elderly families are some of the top priorities for charitable
food services. The organisation is motivated with goal to eradicate food hunger, provide
sustainable benefits for people and t reduce food insecurity issues among communities (Ali,
Nazarov & Kondratenko, 2020).
Persona development
NAME
David Jhones
Job title
Receptionist job
Experience and education
High school graduate
Photo or Sketch
Key Demographic Details
(Age, Gender, Profession,
Income)
Personality and Behavioural
Characteristics
-
Age-45.
Male
Income – low
Less qualified and less earning
opportunity for family
What is their attitude towards
digital technology, including social
media?
What do they know, think
about and feel about your
brand?
What are their lifestyle,
hobbies and interests?
Has been starting usage of social
media and has account on Facebook.
Working as receptionist, aims to
provide good life to family
consisting of two children Mary

David feels Food bank is one of
the best organisation having
varied food services for people
less privileged at very
affordable price. The brand has
been also moving forward
within digital media presence
for strengthening stronger
working performance to
and Samuel.
Which digital media channels and
platforms does this person actively
use?
Which digital devices does
this person use?
How much time do they spend
on digital media, including
social media and online, every
day/week?
Facebook Phone and has small laptop 2-3 hours every day
What are their favourite types of
digital media, including social
media content?
What do they like to do on
digital media, specifically on
social media?
What type of digital media
and social media user are
they?
Facebook, YouTube NGO pages, and organisations
which inspire to create change
among communities with larger
effective functional services.
Facebook user.

Persona 2
NAME: Job title: Education
Mary and Samuel - 5th Grade student in school
3RD grade in school
Photo or Sketch
Key Demographic Details
(Age, Gender, Profession,
Income)
Personality and Behavioural
Characteristics
- Age-10
Age-8 Childish and fun loving
What is their attitude
towards digital technology,
including social media?
What do they know, think
about and feel about your
brand?
What are their lifestyle,
hobbies and interests?
Which digital media
channels and platforms does
this person actively use?
Which digital devices does
this person use?
How much time do they
spend on digital media,
including social media and
online, every day/week?
- Parents phone -