Digital Marketing Strategy for Genesis CLF: Analysis & Action Plan

This report outlines a digital marketing strategy for Genesis CLF, focusing on leveraging digital media to support the organization's mission. It includes a situation analysis using SWOT and PESTEL frameworks, target audience persona development, and a reach value matrix. The report defines objectives and proposes strategies for various digital channels, including Facebook, Twitter, YouTube and other social media platforms. An action plan details future operations and responsibilities, accompanied by a budget and success measurement strategy. The analysis considers the increasing online presence of opposing viewpoints and the challenges of promoting Christendom in certain regions. The strategy aims to enhance online engagement, increase donations, and expand the organization's reach, with a focus on financial sustainability and measurable outcomes.

Running head: MARKETING
Marketing
Name of the Student
Name of then University
Author Note

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Executive Summary
This report explores the digital marketing strategy of the Genesis CLF organisation. The
company believes in the goal of discipleship. And thus they are up to serving the god’s
purpose diligently. There is an active group of core leaders who are operating the online
media channels for purposes like accumulation of donation funds and execution of their
projects. The company have large number of followers over Facebook, Twitter, YouTube,
and Google+ and so on. That is why maximum number of people are able to follow up with
their events and activities. However, one of important demerits that the organisation might
face is that the number of online activities of anti-Christ forum is increasing. In spite of that
the most feasible advantage for Genesis CLF is that they can attract a large number of
audience by means of using digital media platforms. Another essential fact is that the
government portrays their activities as a part of their CSR. Besides, there is selective
allowance of web content in various countries. Many countries of Middle East and Asia
prevent the promotion of Christendom, online. The organisation have been forced to
withdraw many of their videos from Facebook and YouTube owing to repeated intervention
and interrogation by the national government of many countries. The company gets large
amount of fund allocation and potential donors for their activities in UK and other European
countries. However, there is lack of funding for activities in Latin America Asia also. The
social factors that influence the activities of Genesis CLF are multifaceted. The first issue is
privacy concerns. People nowadays think twice to make donations or indulge in to the
content of websites of any religious foundation. They have been operating social media
channels like Facebook, WhatsApp, Twitter, YouTube, Instagram, Myspace and Snapchat
and so on. These platforms allow the organisation to promote their content all over the world.
The use of internet by almost all mobile phone users is allowing the company to let people to
create personal religious space in an exclusive secular world. There are certain legal restraints

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implemented by the operators of the social platforms. The Privacy Act, the Diligence Act and
other similar Acts of the UN and few other countries insist that the content over social media
that are repeatedly reported against, have to be brought down. There are 3 target market
persona created in the course of the report also. Followed by that the Reach Value Matrix
have been created for the three persona. The three objectives set by the researcher are also
described and justified in detail. There should be an online fund access portal like Google Pay
or PayPal account whereby fund allocation would be conducted for carrying out activities in
the latter areas. They have a system of filling up an online form for the people who wants to
undergo baptism and that is not because of the fact that the people in general do not prefer
that. This is rather because of the fact that the people of various areas are not no fluent with
the usage of internet. They also not have heavy internet connectivity like a 3G or 4G
connectivity. Again, there are detailed description of the digital marketing channels that
might be employed by the organisation. Followed by that a detail action plan have been
developed that communicated the state of future operations and the person responsible for
taking the lead of the tasks. Thereafter the detailed budget and success plan against an
elaborate measurement strafe have been described in the report also.
The current situation for the organization is characterized by a rapid increase in its customer
base and followers on the soci8al media platforms. The situation thus creates its own unique
set of challenges and opportunities for the organization. The budget for the 1 year marketing
was estimated to be 80,000 AUD and break even in sales at 309,500 AUD. The main
measurement tools used for the budget includes start up capital expense, break even,
important assumptions, P&L, Balance Sheet, Cash Flow and loan amounts. The tools would
be used to provide various insights into the financial performance of the organization and
understand the best aspects that can support profitability for the business.

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Table of Contents
1. Organisational Background....................................................................................................5
1.1 Mission Statement............................................................................................................5
2. Situation Analysis..................................................................................................................5
2.1 SWOT analysis.................................................................................................................5
2.1.1 Strengths....................................................................................................................5
2.1.2 Weaknesses................................................................................................................6
2.1.3 Opportunities.............................................................................................................6
2.1.4 Threats.......................................................................................................................7
2.2 PESTEL Analysis.............................................................................................................7
2.2.1 Political Factors.........................................................................................................7
2.2.2 Economic Factors......................................................................................................7
2.2.3 Social Factors.............................................................................................................8
2.2.4 Technological Factors................................................................................................8
2.2.5 Environmental Factors...............................................................................................9
2.2.6 Legal Factors..............................................................................................................9
3. Target Audience.....................................................................................................................9
Persona 1................................................................................................................................9
Persona 2..............................................................................................................................11
Persona 3..............................................................................................................................12
Reach Value Matrix..............................................................................................................13

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4. Objectives.............................................................................................................................13
5. Channels...............................................................................................................................17
5.1 Facebook Marketing strategies.......................................................................................17
5.2 Using other social media channels.................................................................................19
6. Action Plan (refer to appendix 1).........................................................................................20
7. Budget (refer to excel sheet)................................................................................................20
8. Measurement........................................................................................................................20
Reference List..........................................................................................................................23
Appendix 1...............................................................................................................................26

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1. Organisational Background
A significant part of a greater initiative called Christian Life Fellowship is the Genesis
CLF. It became a public company in 2016. The chief belief up on which the company relies
is that every man on earth is born to serve the purpose of god. That is why one of the prime
motif of the organisation is to baptise men in the name of Holy Spirit and the father-son. The
exponential belief of the organisation is that Jesus Christ is the true and the only saviour of
man. That is why the company is committed to continue the legacy of the work that was
begun by Jesus which is the recovering of the sight of the wretched and the poor souls on this
planet. The tasks involve healing the sick, motivating the heart broken and approaching the
wandering souls with the sermon of Jesus Christ.
The current situation for the organization is characterized by a rapid increase in its customer
base and followers on the soci8al media platforms. The situation thus creates its own unique
set of challenges and opportunities for the organization. The budget for the 1 year marketing
was estimated to be 80,000 AUD and break even in sales at 309,500 AUD. The main
measurement tools used for the budget includes startup capital expense, break even,
important assumptions, P&L, Balance Sheet, Cash Flow and loan amounts. The tools would
be used to provide various insights into the financial performance of the organization and
understand the best aspects that can support profitability for the business.
The organization is located in London, England, employing about 1000 employees across the
nation and has its presence in various counties and town across UK and Great Britain,
providing quality service for the customers. The organization is considered one of the leaders
in the industry, and has a significant market capture.

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1.1 Mission Statement
The company believes in the goal of discipleship. And thus they are up to serving the
god’s purpose diligently. Hence, they aim at achieving excellence, relationship, servant
leadership, faith, prayer as well as worship. Their prime goals is the promotion of these
aspects among men and thus ascend them from the sufferings of this world.
2. Situation Analysis
2.1 SWOT analysis
A SWOT analysis helps to provide an understanding of the situation faced by the
organization both from its internal and external environment. This approach helps to
understand the key strengths of the organization from the internal environment, the
opportunities the organization has from the external environment, the weaknesses the
organization faces from the internal environment and the threats faced from the external
environment. This approach can help the managers to understand how to convert the
weaknesses into strengths and the challenges into opportunities and thus get a competitive
advantage in the market. From the situation analysis using the SWOT these factors have been
outlined below in a systematic manner (Wright and Snook 2016).
2.1.1 Strengths
 There is an active group of core leaders who are operating the online media channels for
purposes like accumulation of donation funds and execution of their projects. The
company have large number of followers over Facebook, Twitter, YouTube, and Google+
and so on. That is why maximum number of people are able to follow up with their events
and activities. As an outcome, they have been able to spread their message over a large
audience. This is why, the number of appellants for baptism and Christendom have been
increasing day by day.

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 The company also have an over 1 billion dedicated online volunteers who gets updates of
the various events of the company over email, web posts and other sources. This enables
the volunteers to appear for the mass online conference over their website (Zhang and
Feng 2017). This also helps in spreading of Word of Mouth publicity of their activities. In
fact, the global emergence of the social media platforms have helped in aggravating the
rate of promotion of their event and social messages among millions of Asian and African
people. This is because, as Church and Burke (2017), states, the emergence of the social
media have been maximum in the Asian and African countries.
(Zhang and Feng 2017)
2.1.2 Weaknesses
 One of important demerits that the organisation might face is that the number of
online activities of anti-Christ forum is increasing.
 They are attracting and targeting the online followers of the Genesis CLF and thus
they are trying to input anti-sentiment in their minds against them. This might
influence the company.
 The most derogatory impact of this is that the association has to enhance their
promoting activities hastily so that they can portray their faith and attract believers.
(Tkaczynski 2017)
2.1.3 Opportunities
 The most feasible advantage for Genesis CLF is that they can attract a large number
of audience by means of using digital media platforms. Through digital media they
wold be able to huge base of followers.
 Their online videos are watched by 2 to 3 billion people worldwide which makes their
initiatives largely successful (Baker and Saren 2016).

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 The physical seminars are attended by few thousands of people only, most of whom
are delegates from various fields. By using the physical platform they would not be
able to reach out to major percentage of people, as they do over the social media.
 Digital factors can also be included within the SWOT analysis as it provides the key
opportunity for the business to create a new market for itself and attain better market
stability and success. The digital platforms can not only attract more customers but
also create a positive image for the company and help the company to each out to its
stakeholders of the company.
(Meyer 2016)
2.1.4 Threats
 One of the major threats for the organisation is that they are susceptible and
vulnerable to the social changes. The busier schedule of the common folk, the lack of
belonging towards religion and other similar factors are preventing them from
considering the activities of Genesis CLF with importance (Meyer 2016).
 The business and priorities of people in this age of technology diverts the attention of
people from religion which is not a good sign for them.
 The digital factors can also cause a threat for the organization in the form of lack of
knowhow among the employees on digital tools and technologies that can adversely
influence organizational performance.
2.2 PESTEL Analysis
2.2.1 Political Factors
 The political environment of developed countries makes it problematic for the
churches like Genesis CLF to develop their plan of promotion. The government

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portrays their activities as a part of their CSR. Besides, there is selective allowance of
web content in various countries.
 Many countries of Middle East and Asia prevent the promotion of Christendom,
online. As Lewis (2016), states, the organisation have been forced to withdraw many
of their videos from Facebook and YouTube owing to repeated intervention and
interrogation by the national government of many countries.
 Besides, they were also forced to abandon their social welfare activities in many war
torn countries since they demanded to carry out the activities under the banner of
Christianity.
 The political factors within UK are supportive of the principles of the organization
therefore providing a supportive environment for the business that can promote its
future sustenance and growth. The political factors moreover, helps to create a
stronger relation with the stakeholders and governing bodies thus promoting a better
performance of the organization.
(Owda et al. 2018)
2.2.2 Economic Factors
 The company gets large amount of fund allocation and potential donors for their
activities in UK and other European countries. However, there is lack of funding for
activities in Latin America Asia also. However, this problem have been remedied by
the use of social media. This is because the fans and followers of the organisation all
over the world gets an opportunity to donate freely for the activities of Genesis CLF.
 They can make payments over safe payment gateways like PayPal directly to the
organisation. The donors also get a receipt that elaborates the ways in which their
funds have been utilised the organisation.

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 The external economic factors that positively influences the business on UK includes
a growth in the country’s GDP and Per Capita Income that allows its clients to
increase their donations and financial support given to the organization.
 The economic factors also promote increase in the purchase price of the organization
adding economic stability to the business.
(Huang et al. 2017)
2.2.3 Social Factors
 The social factors that influence the activities of Genesis CLF are multifaceted. The
first issue is privacy concerns. People nowadays think twice to make donations or
indulge in to the content of websites of any religious foundation.
 One popular sentiment is that there might be anti-social group or money laundering
agency that is operating the site. On top of that, the brand loyalty of the Genesis CLF
is not much spread outside UK and as an outcome of which people of the Asian and
the African origin doubts the originality of the website of the organisation.
 The external social factors that influence the performance of the organization includes
a positive social trend that support better living standards as well as understanding of
the philosophies of Genesis CLF.
 The privacy concerns of the clients however is another important social facto that the
business needs to consider while serving its client base.
(Fouad 2017)
2.2.4 Technological Factors
 The use of social media handles have brought about a revolution in the mode of
operations of the company. They have been operating social media channels like