Digital Media Strategy Report: EDM Campaign for Alzheimer's Australia

This report details a digital media strategy developed for Alzheimer’s Australia NSW, focusing on an Electronic Direct Mail (EDM) campaign. Part A outlines the campaign's objectives, benefits of using EDM, and target audiences, including both internal and external stakeholders. The strategy aligns with Alzheimer’s Australia's goals of providing healthcare services and raising awareness. It addresses legal and ethical considerations, as well as potential barriers to success. Part B provides guidelines for the EDM campaign, including content and contact information. Part C reflects on the campaign's effectiveness, highlighting feedback from stakeholders, and suggesting improvements such as updating software, enhancing email content, and exploring alternative digital platforms. The report concludes with lessons learned and future recommendations for optimizing the digital media strategy, including expanding to other social media platforms and providing a toll-free inquiry number.

Develop and implement
digital media strategy
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Table of Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
PART B...........................................................................................................................................5
PART C...........................................................................................................................................6
3. Reflective report......................................................................................................................6
REFERENCES................................................................................................................................8
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INTRODUCTION
In present era, the use of digital marketing has become common for business. it has enabled
in attracting a lot of people and generating awareness quickly. the use of social media platforms
and internet has made it easy for companies to promote social services. However, with change in
market and customers trends various strategies are developed. Digital media has allowed in
widening area and scope of targeting people. This report will describe about a digital media
strategy developed by Alzheimer’s Australia NSWvia EDM. Also, it will be discussed about
review of that strategy.
PART A
a) Alzheimer’s Australia NSW is an organisation that works towards providing health care
services to people suffering from dementia. they work with other agencies to educate
communities about Alzheimer (Chaffey and Ellis-Chadwick, 2019). however, the management
decided to launch an EDM campaign. The campaign is initiated by Alzheimer’s Australia NSW
to promote awareness about Alzheimer and how to treat it. Also, it aims at rising funds to help
people who are suffering from Alzheimer by spreading good health message to citizens of
Australia.
b) EDM is process of e mail marketing through which customers are targeted. In this the data
base of clients is maintained and stored. the mails are directly sent to customers. There are many
benefits of using this to promote campaign. Alzheimer’s Australia NSW can send mail to huge
number of target clients through a mail. Also, it is highly targeted way of advertising.
furthermore, it is individualised method that means mail is sent to individual person. so, message
is delivered directly to client. Besides that, it is a cost effective method as there is no advance
and high technical software or system required. So, only with help of computer large number of
mails are sent to number of clients. Alongside, EDM is highly flexible as in this only relevant
info is shared or sent to target customers (Chaffey and Smith, 2017). Moreover, by deciding
that how much info is to be shared accordingly cost is incurred. also, the outcomes of EDM are
measured as business track record of mail sent and responses achieved. Thus, it will be highly
beneficial for Alzheimer’s Australia NSW to provide their services in wider range. they will be
able to attract new clients by sending them direct mail about campaign. So, in this way,
organisation can promote their campaign in wide area or region.
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c) The EDM campaign is directed to both internal and external stakeholders. here, internal
stakeholder are staff, management, etc. who are already working in Alzheimer’s Australia NSW.
Also, in external stakeholder audience targeted is investors, businessman, companies, other
NGO’s etc. who want to contribute towards good health and spread awareness about Alzheimer.
By targeting them it will be easy in promoting campaign (Effing and Spil, 2016).
d) It is stated that Alzheimer’s Australia NSW strategic plan is to provide social and health care
services to people, families, who are suffering from dementia. Furthermore, they want to educate
people about dementia by providing in depth info on it. The organisation wants to support
communities and care organisation by providing adequate services. therefore, this campaign
support in working with society and professionals to provide care services. Other than this, it will
help in generating awareness in wide areas and operating in it. hence, Alzheimer’s Australia
NSW strategic goals will be achieved through it.
e) there are some legal and ethical consideration which must be followed by Alzheimer’s
Australia NSW while developing digital media strategy. It will enable in working in ethical way.
The first is privacy regulation must be followed which state to target only specific people who
have agreed in contract. also, their confidential data and info must be protected.
Moreover, copyright code of practice should be followed which state that an agreement or
license to use material in social media. It means posting on digital media offer clients to use
services offered by Alzheimer’s Australia NSW (Plowman and Wilson, 2018). it allows
organisation to work in ethical way. therefore, through it business follows laws and regulations
with some terms and conditions.
f) It is evaluated that there are certain barriers that can occurs in success of digital media
strategy. this can impact in negative way on Alzheimer’s Australia NSW strategic goals. the first
barrier is ineffective business model which restricts in analysing outcomes. the process or
method may not be set up in proper way. Furthermore, the systems are not implemented
efficiently which unable to progress further.
Another barrier is lack of resources due to which media strategy is not implemented properly.
here, resources may be in context of skilled staff, capital, technological system and software, etc.
So, strategy is not executed properly. there may be restricted budget so limited systems are used
to sent mail. due to this, it becomes difficult for organisation to successfully run campaign and
media strategy.
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g)
Barriers Likelihood Solution Responsible
Ineffective business
model
3 To develop a strategy
to make changes
instantly
BOD
Lack of resources 4 To identify resource
requirements and
reserve extra funds for
it.
Manager
h) It is necessary for Alzheimer’s Australia NSW to evaluate outcomes and effectiveness of
digital media strategy so that goals and objectives are achieved. this enables in proper monitoring
and measuring its performance. the method that can be used by business is keeping track of how
many clients has reverted to mail (Tafesse and Wien, 2018). this will provide insight to how
much extent strategy is effective. here, another method that can be used in lead to conversion
rate. here, it is analysed that how much leads are generated and clients converted from it. Other
than it, the forward rate of mails can be evaluated as well. it can be viewed that how many clients
have forward mail to others. Thus, with help of these methods digital media strategy can be
reviewed. the results can be measured and accordingly changes are made in it.
PART B
a) there are some e mail guidelines to be followed such as
To include campaign goals along with organisation aims
Writing the info briefly and in English language
Including a signature line and contact information
b) Alzheimer’s Australia NSW is ACNC approved charity formed in 1982 that works for people
who are suffering from Alzheimer. The institution promotes and work for social welfare. Its
address is 21 building, 120 Coxs road, North Ryde, Australia.
c) the services promoted is offering health care services to people by working with local agencies
and other NGO.
d) The services can be accessed from any NGO that is involved in this campaign.
e) Cost involved in promoting strategy is $1500.
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f) contact info:
e mail- [e-mail]
website – dementia.org.au
contact no. 132262
g)
PART C
3. Reflective report
By analysing the feedback received from stakeholder I evaluated that use of EDM as
digital media strategy enabled in promoting campaign in effective way. through that, it was easy
to generate awareness about campaign. there were many clients who reverted to mail. however,
the use of direct mail was not suitable for this type of campaign. it is because it was difficult for
Alzheimer’s Australia NSW to find out whether e mail is delivered to client or not. I also got to
know that stakeholder also complained about they have received incomplete e mail and info
included in it was not proper. due to it, they were not able to find what exact campaign is all
about. furthermore, some technical errors were found in sending e mails.
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in my opinion, there is some changes required in digital media strategy. the first is to
update software and systems technical errors are overcome. Moreover, to use a formal way of
writing e mail and including a brochure of campaign so that complete info is sent to clients. it
will be an effective way to promote it. in addition, a help line number must be launched so that
inquiries and queries of client is resolved immediately. It will add value to their strategy as more
people will get to known about this campaign.
I realised that that are some alternative strategies that can be used. the campaign can be
promoted on different digital media platforms as well such as Facebook, Instagram, Twitter, etc.
where it will be easy to attract more people. besides, the results can be measured on these
platforms by tracking data of people. the client interest, response, etc. towards campaign is
tracked and monitored. this strategy will be beneficial in increasing area of promotion.
From this strategy I learned many things. I got to know about how formal communication
is done via e mail and what type of digital platforms are available to promote. also, I learned
about developing goals of campaigns and what type of contact info is to added in mail. apart
from it , I gained knowledge on legal and ethical practices that are to be followed and what terms
and conditions is include in it. I gained insight on methods of evaluating effectiveness of digital
media strategy and how results are interpreted. alongside, what barriers can occur in media
strategy and how it can be overcome. by considering all these in future I will make certain
changes in strategy. first is I will use other social platforms as well so that I can attract more
people. this will be highly beneficial in generating awareness about campaign. I will launch a toll
free number for any enquiry.
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REFERENCES
Books and journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Effing, R. and Spil, T.A., 2016. The social strategy cone: Towards a framework for evaluating
social media strategies. International journal of information management, 36(1), pp.1-8.
Plowman, K.D. and Wilson, C., 2018. Strategy and tactics in strategic communication:
Examining their intersection with social media use. International Journal of Strategic
Communication, 12(2), pp.125-144.
Tafesse, W. and Wien, A., 2018. Implementing social media marketing strategically: an
empirical assessment. Journal of Marketing Management, 34(9-10), pp.732-749.
Online
Alzheimer’s Australia NSW, 2018. [online] Available through : <
https://www.acnc.gov.au/charity/49acee4e0946a18724fd9ee5f69d81ac#overview >
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