2020 With One Seed (Xpand Foundation) MARKETING COMMUNICATION REPORT LA AI QUOC RMIT UNIVERSITY Table of Contents EXECUTIVE SUMMARY ........................................................................................................................ 2 SECTION 1: THE OVERARCHING MARKETING COMMUNICATIONS STRATEGY .............. 3 SECTION 2: CUSTOMER PATH ............................................................................................................ 5 SECTION 3: MARKETING COMMUNICATIONS PLAN .................................................................. 8 SECTION 4: CONCLUSION .................................................................................................................. 11 SECTION 5: REFERENCING ................................................................................................................ 11 EXECUTIVE SUMMARY In section 1, the report has establish an overarching strategy that was based on the marketing intelligence report and the value proposition report. “Table 1: Critique marketing table of the current strategy” analyzed the six attributes of humancentric brand and the “Personability” cannot be found. Furthermore, the report does prove that Pull marketing strategy deem fit to the foundation more than the Push strategy due to the business nature of industry partner. In section 2, the report focus on applying the 5A/s mode to analyse the customer path, possible touchpoints and relevant communication channels. A summary of the report is as below: Communication channels: 5 Sales channels: 3 Touchpoints: at most 6 In section 3, we have provided an marketing communications plan based on the culmination information from section 1 and 2. As per our conclusion, we have noted the limitation(s), potential problem(s) and careful revisions for later discussion and evaluation. SECTION 1: The Overarching Marketing Communications Strategy The current strategy that WithOneSeed is using Pull strategy. However, the content and the spreading element of their strategy have a lot of limitations due to the lack of touchpoints where users can access the information. CATEGORY DEFINITION NOTES Physicality Compelling product design or a solid customer experience design QR Scanning and the fact that people receive carbon credits certificate that make them feel their purchase actually bring long term values. Intellectuality The unique way to launch services The launch of an app that helps user to track the trees Sociability Communications methodology with its customers (Twitter: jokes comments) Emotional engagement strategy(ies) Emotionality Personability Morality (1) Youtube (2) Social Media (facebook) (3) Offline webinars where buyers can meet real farmers (1) Implementation of the “Poverty” Image (2) The use of Timor Leste women image and their happy participation in the project Promote Self-awareness and how to make it even better Monthly or Yearly updates on their current progress or their new How to promote that they are ethical and keep achievement such as the post on Facebook on January 29,2020 regarding the number of total tree farmers and the number of promises (Keep track) forests tress planted. Source: https://www.facebook.com/withoneseed/posts/3117415778311157 TABLE 1: Critique marketing table of the current strategy Based on the value proposition report, The brand purpose will focus into the following elements: To Build sustainable environment To End poverty and hungers To Increase education and training To Build regional partnership To promote the above elements, the new proposed value proposition is to encourage the consumers of this product to become an activist that truly matters to the people and to the environment. Look back at the value proposition canvasValue Map in the previous report, core products & services will be mainly about the digital integration between the foundation application and the charity platforms. It is about what a customer know and can do through various channels. Therefore, the optimal choice for such approach is to use the Pull strategy. Reason behind this choice is because our main focus is to build bigger customer base and reaching out to as much individuals or group of individuals as we can. By leveraging intermediaries platforms to expand our communitites, it will be more cost effective and provides better value to the consumers as our product will need to adapt and flexible to each intermediary format; where the contents will be most impactful. In the value proposition report, we have identified our brand champion as individuals who believes that their contributions to the operations will help People of Timor Leste to improve their living conditions and help improve climate change. Therefore, pull marketing strategies help engage and build relationship between WithOneSeed project and the consumers. Not only that they consume but they can draw they personal experience surrounding the activities that they have with the brand. By integrating and presenting the project through different platforms, Xpand foundation can share their value through “the language” of that specific community. For example, presenting our values on Kickstarter has a different format and on our own website will have different format. By doing this, the approach will be to convey the same values across different communities through different languages; like saying “hi” in french (Salut). To validate the above choice of strategy, let us look at the push marketing strategy examples and see if it is a better choice. By definition, its marketing communications are targetted directly to consumers using daily life touchpoints such as emails, television advertisments, telemarketing,etc. It is deemed to be unfit to Xpand Foundation as its nature is a Not-for-profit organization. The nature of the strategy and of the foundation do not align together as problems will arise as the main problems of Push marketing are the untargeted audience and very expensive budget. Based on the contribution stated in the latest report , only 980 Baguia farmers are actually benefitting from the project. Therefore, wasting money on the traditional marketing approaches will only demotivate the consumers support and make the brand looks bad. Furthermore, the SWOT analysis provided in the marketing report also supports that the foundation weaknesses include low income and low level of awareness. SECTION 2: Customer Path In this section, we will apply the 5A’s model to analyse the Customer Path. Based on the report on “Marketing 4.0: Moving from traditional to digital” (Kotler,2017), it is important to identify the touchpoints as they will be effective data-capture tools that will help marketers and business owners to understand and buil better customer experience for customer in future improvements (Kotler,2017). Figure 1 below will help stakeholders to understand the mapping touchpoints and channels that user will have direct interactions with. As discussed above in section 1, WithOneSeed in nature is an NGOs. Therefore, our marketing tactics will only be able to focus paid on the Partner websites to optimize our reaching towards Kickstarter audience. Figure 1: Mapping Touchpoints and Channels across the Customer Path In Figure 2, there will be 9 main steps in order to complete a customer journey from “Aware” stage to “advocacy” stage. There are many “secondary path” which will bring more functional values for users that are more scientific and demanding towards end to end values. Figure 2: Identifying the Most Popular Touchpoints and Channels SECTION 3: Marketing Communications Plan Below is the Marketing Communications plan for Xpand Foundation based on the culmination information of section 1 and 2. CATEGORY Goal Setting NOTES Sales-related goals: (1) Lead generation: Acquire more individual consumers Brand-related goals: (1) Brand awareness: Make the project easily available for individuals to buy carbon credits. (2) Brand loyalty/advocacy: Make the project easily re-assessable in order to track the current condition of the project. (3) Engagement: Increase total number of single credits buyers. Audience Mapping Brand Champion: an activist that truly matters to the people and to the environment Brand Voices: Sustainable, Healthy, Free of Choice, Better Life Geographics perimeter: Australia, North America, Northern Europe Demographic perimeter: Young, between 18-34 years old. Behaviorial perimeter: _ appreciation for the beauty of nature. _ broad training in the various ecological sub‐disciplines _ Believes that we are morally obligated to preserve aspects of the natural world. _ Seeks to be of service to society. _Has a personal affinity for the entity, process, or place he/she studies. (Source: Traits of a good ecologist: What do ecologists think?) Customer Profile: (1) Customer Gains: i) Contribute to the CO2 offset activites==> Promote their status as environmental friendly. ii) Contribute to the positive impacts of Timor Leste biodiversity. iii) Contribute the money to the right person/farmers that participate. iv) Contribute to the overall life development of Timor Leste as money would be allocated that helps the local government build the key necessary infrastructure primordial to sustainable economy. (2) Customer Pains i) Cannot see clearly the result from their contribution as the results are all from outside of their reach. ii) They do not aware of such NGOs activity in Timor Leste to purchase. iii) Carbon credits is a new term to be recognized as a contribution. Therefore, it is hard to promote such contribution if the public does not aware of it and puts importance into it. Content ideation & Planning Content Creation Content Distribution Content theme: Before & After Timor Leste Content formats and mix: Mix between press releases, articles and case studies that showcase the infographics and videos for their visual form. Content storyline and calendar: _ How contribution of WithOneSeed Up to 2021 _ How future contribution will be after 2021 _ How individuals in each project at different platforms/communities change the way it works. _ The proposed timeline and changes that can be dealt immediately; Both environmentally and sociably. Xpand Foundation could consider to use outsource content creation due to the resources of an in-house capability of NGO nature would not meet the criteria of in-house resource. In the context of integration with Kickstarter for example, this company does also provide support on the script writing or consultation that would help its partners optimize its presentation. Therefore, it is my recommendation to work with the digital partners on this regards. A mix of paid media and owned media will be in play. The reason behind this mix is due to our strategy. We are looking at the expansion of individual Content Amplification consumers and community consumers that will contribute to the future growth. Furthermore, integration with digital partners will always accompany by paid media as it is a way to guarantee that our partners prioritize our brand exposure at the beginning of the campaign before transitioning our dependency to earned media. Here are the the potential influencers that are potentially targeted following the geographic perimeter above: (i) Ms. Greta Thunberg (Influencer/KOLs) (ii) Mr. Leonardo DiCaprio (Actor/Influencer) Content-marketing evaluation The mix of Influencer as above will help the project to reach more diverse audience with higher conversion rate due to the nature of their audience identified as loyal. Content performance metrics: 1) Visible a) Unique viewers: Reach over 21000 viewers 2) Relatable a) Bounce rate: Less than 50% b) Time on site: Less than 5 minutes 3) Searchable a) Search-engine positions: (1) at the entrance page of “featured project” and (2) Under the “Design & Tech” Main category. 4) Actionable a) Click-through-rate: 70% b) Conversion rates: 2-5% 5) Shareable a) Share ratio: 20% b) Engagement rate (total followers / share actions like retweets, replies, mentions,favorites) to be 100% TABLE 2: Content mapping SECTION 4: Conclusion Through section 1-3, we have been able to propose an overarching communication strategy that will focus on the Pull Strategy, come up with a customer path scenario and provide a Content mapping. However, Push marketing strategy would be more suitable if we require to expand our customer base as charities required more “engagement” and “reminding” activities which would be better to raise the impacts and urge individual to act more. Transparency has always been an issue with charities, especially transparency will be interpret differently and require unique approach rather than an universal one on all the geographic listed in section 3. In section 2, a potential problem that require further review is that many functionalities on the secondary path “Ask” suggests that users will require a lot investigation before backing the project. In section 3, a limitation on defining the approximate metric % will require more inside information on how partners would reassure the objectives to be met despise the competition. SECTION 5: Referencing Kotler, P, Kartajaya, H & Setiawan, I 2017, Marketing 4.0: Moving from traditional to digital, (Links to an external site.) John Wiley & Sons, Inc., Hoboken, New Jersey, Chapter 10, p. 146. Reiners, W. A., D. S. Reiners, and J. A. Lockwood. 2013. Traits of a good ecologist: What do ecologists think? Ecosphere 4(7):86. http://dx.doi.org/10.1890/ES1300025.1 Gartner 2018, Gartner Top 10 Strategic Technology Trends 2019, YouTube, 15 October, viewed 09 April 2020, <https://www.youtube.com/watch?v=nRTRyfIDp4k> Dudgeon, M 2011, 'Tug of Love: How Technology Is Changing the Relationship between Consumers and Brands - and What Marketers Can Do about It', (Links to an external site.)Journal of Database Marketing & Customer Strategy Management,vol. 18, no. 4, pp. 313-21 https://crowdfundingchampions.com/wp-content/uploads/2018/09/updatedfinal-2018-CC-report.pdf https://www.facebook.com/withoneseed/posts/3117415778311157
