Marketing Strategies

Social Media Strategy

We decided to make social media our primary mode of marketing. This is because upon analyzing our target audience, we have found that a common factor among all our key audiences is social media and technology.

Gen X: An omnichannel approach to spreading awareness works best for Gen X ( Parents ). Therefore we have decided to use online advertising channels such as Instagram, and Facebook as well as offline efforts such as putting up flyers across the city (Kowalewicz, 2020).

Gen Y / Millennials: they are said to be heavily influenced by online reviews. Instagram, Facebook and YouTube are the most popular among this generation. Hence, advertisements and endorsements via these platforms would be most effective (Kowalewicz, 2020).

Gen Z: This generation has grown up in the arms of technology and is heavily reliant on it for most of the information they seek, making it the most effective platform for spreading awareness (Kowalewicz, 2020).

Traditional Marketing

Keeping in mind the diverse varied generations and age groups within our target audience, it's important for us to follow an integrated marketing approach in order to achieve maximum success (Expert Panel, 2022)

Traditional marketing could help enhance the function of spreading awareness about the vacant spaces available, especially among those potential clients that are not tech savvy, such as the parents or our older target base ( Myler, 2016)

SMART Objectives

S – Specific

The goal is to raise awareness regarding the spaces such as music rooms, a basketball court and a common room to name a few, available to hire at Mentoring Plus. The goal shall be achieved through offline and online marketing techniques after conducting due diligence on the market and competitor landscape

M – Measurable

In short term we aim to develop a prototype website along with the booking form, flyers and Instagram posts.

For the long term, we aim to reach the cost per click, click-through rate and conversion rate of real estate at $1.36, 8.55% and 3.52% within a year (McCormick, 2022). Secondly, we aim to have 25,000 visitors in the first six months and 50,000 visitors per month within a year (Iskiev, 2022). We also aim to increase traffic referrals from social media by 3%. Finally, we estimate that the number of bookings should reach about 250 bookings to achieve the goal of £10,000.

A – Achievable

The organisation already has some social media presence and has been able to get some bookings through these in the past. With better advertisement and marketing the bookings are predicted to increase.

R – Relevant

Be helpful to more people with better facilities which can be attained through more bookings and more awareness which can be increased through Instagram ads, flyers, and SEO

T - Time-bound

The period to complete the design template, flyers, and Instagram posts along with a detailed E-portfolio by 16th August. To understand the effects of the same we have set a deadline for the first quarter of 2023

7 Ps of Marketing

We first need to assess the offering to understand the best channels and platforms via which it needs to be promoted.

The 7 P’s of marketing for a service are Product/Service, Price, Place, Promotion, Physical Evidence, People and Processes.

Product/ Service: In this case the renting of vacant spaces within the charity premises such as the hall, garden, music room, kitchen/ leisure space, TV room and basketball court becomes the service or product available to potential customers.

Product and Service

In this case the renting of vacant spaces within the charity premises such as the hall, garden, music room, kitchen/ leisure space, TV room and basketball court becomes the service or product available to potential customers.

Promotion

Place

Location of the charity is in Bath, therefore this draws in clients that live in and around the city. The main target of the charity is young adults – Gen Z and Millennials and parents. Considering the Universities and Schools present in and around the area, there seems to be an abundance of both.

Promotion

People

Since people are a defining factor in services, it’s important to recognise that in the case of Mentoring Plus, the people offering the service are doing so to raise awareness and funds for the charity they run, therefore the philanthropic motive behind this service offered can be considered their competitive advantage.

Promotion

Physical Evidence

Due to the intangibility factor, the amenities available within the charity for the various spaces for rent act as products that enhance/add to the service experience, such as seating arrangements and sheds present in the garden, kitchen supplies in the kitchen and living area, Xbox in the TV room, for example.

Promotion

Price

Price at which the spaces for rent are available which is ( add price here ). Based on the research of the competitors we have concluded (price) price would be ideal.

Promotion

Considering the target audience which is Gen Z, Millennials and parents, social media and offline advertising seems to be the most effective way to raise awareness, since all these generations are heavily influenced by social media and internet reviews. (Kowalewicz, 2020).

Promotion

Process

Here, the process of offering vacant spaces for rent is taken into consideration. Advertisement via the charity’s own website along with social media posts that are all hyperlinked, lead the potential customer to the webpage with more information regarding the offer and a booking form which can be filled to submit an application for rental. A phone number is also provided for those who would prefer to speak to a member of staff in person. These simple processes were chosen keeping in mind the convenience factor for clients and the charity.

Promotion

Sensory Marketing

For Video, we used principles of sensory marketing to increase the visual appeal of our offering.

The additional benefit of viewing the premises from the ease of a digital device gives potential clients a better understanding of the various spaces available (Petit et al., 2018). Since advertising and marketing have undergone major digital transformations, we thought a video that could be shared and uploaded online would aid them in getting a feel of the place if they’re unable to be physically present.

Video