Result

The objective of our project is to raise awareness of the

available their room rentals and double the money generated from venue hire from the previous year with the target of £10,000.

The Limitation

As previously mentioned, there are several limitations of our project. First, the goal timescale set by Mentoring Plus means that we won't be able to see the full impact of our work. Hence, we are unable to set a similar KPI with the charity. As a result, the success measure we choose for the project is to compare with the benchmark of a similar successful campaign.

Second is the Mentoring Plus condition that we are not allowed to access any of their official social media platforms and do not have the power to design when to post. Thus, to raise awareness through online channels such as Instagram, Facebook, and Linkedin, we cannot put our budget on social media advertisement and can only make suggestions for their long-term strategy and design the prototype post.

Third, the annual leave of the Mentoring Plus contact person occurs during the Action Project, and we acknowledge in short notice, which significantly affects the schedule and late receiving of charity's approval.

Last but not least, the action we done will be approved and start by Mentoring Plus itself on September which above time scale provided by university. Therefore, we unable to track any result form our action project

Email From Mentoring Plus Contact person

Our Expectation

We are not authorised to build the real website; we are only requested to create a template of the booking webpage. We do not have access to Mentoring Plus’s social media account, either. Without the complete website page and access to social media account, it is difficult for us to start the promotion or investment in adverts. In this case, we are not able to assess our strategies for neither the website nor social media during the project period. Therefore, we decided to set our benchmark and Mentoring Plus’s separately.

The following are some key measurements and corresponding strategies we suggest Mentoring Plus for evaluation in the future. We set the benchmark based on the research we found.

Search Engine Marketing

Key Measure

-Search Engine Ranking: appear on Google Page 1 search result within a year

-Cost per click: $1.4

-Increase 8.5% click-through rate within a year

-Increase 3.5% conversion rate within a year

- Increase 100 positive comments with an average rating 4.5 stars out of 5

Strategies

-Encourage customers to share their room hire experience on Google Comment section

-Invest in Google adverts

-Advertise room hire on venue booking website

-Do some research on key words related to room hire on search engine

Website

-Website traffic: attract 50,000 visitors per month within a year

-Time spent on site: at least 1 minute per person

- Increase total reservation volume by 18.5%

- Provide booking information and booking process in detail

- Include video for visitors to see the rooms and facilities

-Provide booking information and booking process in detail

-include video for visitors to see the rooms and facilities

-Create virtual tour web page in the future

-Ensure the web page is also easy to read via mobile search

Social Media Marketing

-Increase 3% traffic referrals from social media

-Average engagement rate of the posts: 9 interactions per 1 K impressions on Facebook; 37 interactions per 1 K impressions on Instagram

-Number of Enquiries via social media platforms – click through rate bench mark 2022 – 1.1%.

-Invite local groups, societies, communities to share the information on their social media accounts

- Create hashtags for the posts to increase the opportunities to be seen

- Encourage customers to share their room hire experience on Google Comments or on their social media

-Invest in paid ads

Booking

-Increase 250 bookings within a year

-Reach conversion rate by 0.5%

- Reply to enquiries in time with accurate and detailed information (training required)

- Present detailed booking and contact information online

Search Engine Marketing

It is indicated that about 90% of traffic goes to the first page on Google (Singla, 2022). Therefore, our goal is to let Mentoring Plus’s website appear on Google Page 1 search result within a year. The average cost per click, click-through rate and conversion rate of real estate are reported as $1.36, 8.55% and 3.52% respectively (McCormick, 2022). We expect to reach these objectives within a year. In terms of the number and quality of online reviews, Mentoring Plus does not have any Google comments now. It is indicated that almost 97% of people use online media to search for information about the products and services (Kaemingk, 2020). We aim at obtaining 100 positive comments with an average rating for e-commerce products 4.5 stars out of 5 (PowerReviews, 2022).

Website

According to the research, 31% of websites have over 50,000 visitors per month and 15% have over 100,000 visitors per month (Iskiev, 2022). We expect there will be about 25,000 visitors in the first six months and hopefully Mentoring Plus’s website can attract 50,000 visitors per month within a year. Based on the research, on average, teenagers and adults can read about 200-350 words per minute (Nowak, 2018). The webpage with the information about the rooms contains about 30 words. We estimated that the visitors will spend about 10 seconds on the webpage to go over the description of the rooms and hopefully they will spend more time on the website to find the contact information, read the terms and conditions or watch the room tour video. We estimate the time spent on site could be at least 1 minute per person.

Social Media Marketing

According to Mentoring Plus’s brief, they expect us to focus more on Facebook, Instagram and Twitter. We will set the KPI for these social media platforms. Mentoring Plus plans to start sharing posts in Q4. We expect the engagement rate can reach the median of accommodation industry per post which is 9 interactions per 1 K impressions for Facebook. In terms of Instagram, the expected outcome will be about 37 interactions per 1 K impressions (Emplifi, 2022). Based on the research, social media drives 2.95% of real estate total traffic and Facebook accounts for about 72.7% of the social media referrals (Byers, 2020). Our objective is to increase about 3% traffic referrals from social media.

Booking

Since Mentoring Plus aims at generating £10,000 from room hires next year. We estimate that the number of bookings should reach about 250 bookings to achieve this goal. We found the research about advertising room hire information on the booking website and this strategy helped the hotel increased about 18% reservations (Anderson, 2011). This can be the goal for Mentoring Plus after they start to advertise room hire on the venue booking website. Based on the estimated bookings and visitors, we expect the conversion rate will increase by 0.5%.

Key Measure

In terms of evaluating our work, we contacted 52 local groups, clubs, churches, stores, societies and so forth to make inquiries about helping to promote Mentoring Plus’s room hire. We received 11 responses. Two of them are willing to let us put the flyers on their notice board. Four of them are willing to help us share the posts related to room hire on their social media. In conclusion, the email response rate about is 21%. The successful rate is approximately 11.5%.

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Social Media Influencer

With the nature of the project, measuring the qualitative increase of followers on their official social media platform are not a signifier that these followers are our target audience

We opt to raise awareness through the online channels by primarily contacting social media influencer accounts who based in Bath to share the post

Regarding the study, influencers have the ability to generate exposure and raise awareness for a charity because of their large followings and extensive networks (Grin, 2022). A charity or organisation that has been endorsed by an influencer is likely to be noticed by its followers (Grin, 2022). As a result, such suggestions are typically seen as legitimate when they come from a well-known person of influence. We are able to cut through the clutter by partnering with influencers, which helps us draw their following to our cause. It increases our charity's exposure and encourages important online discussions. An important part of social media success is gaining more followers. Having a large number of followers is pointless if they aren't actively participating in our content. An excellent tool here is influencer marketing. Mentoring plus may increase the quality of their content and make it more user-friendly by partnering with influencers (Grin, 2022). Their audience is more inclined to share this kind of material. Moreover, when an influencer posts our material on their social media accounts, their followers will also be interested in what they have to say. If they enjoy the information, they may tag their friends and share it on their own social media accounts, raising its visibility even more (Grin, 2022). Influencers are essential because of their capacity to arouse interest in certain issues within a particular industry. Charities wishing to learn more about influencers could look at both mainstream and sector-specific digital personalities.

These are the Places Poster Advertising is Most Effective

Even in today's digital age, posters remain one of the most effective forms of advertising (Chilliprinting Blog, 2017). In addition, it is a common means of promoting your business, opportunity, or event. Similarly, to stores, restaurants, hotels, and hospitals are excellent locations to distribute posters. Effective poster locations include restroom stalls, inside walls, and doors, among others (Chilliprinting Blog, 2017). To maximise the effectiveness of our poster campaign, we must locate the optimal placement locations. Offices of the company, nearby businesses, restaurants, hotels, events, and hospitals. In addition, bulletin boards are among the most effective locations for disseminating posters (Chilliprinting Blog, 2017). Public areas may receive the most views, but it is difficult to publish there without violating the law (Chilliprinting Blog, 2017). In the end, though, everything depends on our intended audience. We will have a lot simpler time choosing suitable sites to display our posters if we conduct thorough study. Obviously, posting in the proper location is only one component of a successful poster campaign. To maximise the effectiveness of posters, we must use colour effectively and create posters that stand out.