Digital Technologies For Marketing (Week 27)
The 5 C's
SOSTAC
The 5 C's
1. Communications
(Clarify your brand message)
In the site header and
landing page for The Student Project website, all appropriate content is available,
it is communicated clearly and quickly what we intend to “sell” to visitors by
promoting brand visuals, images and text reflecting the benefits the website
has to offer. The brand logo is also clearly used along with supporting
graphics.
2. Connection
(Call to action)
The Student Project essentially wants visitors to
interact online when they first land on the website. Sign up for an account,
create their own profile and search for any desired employment opportunities or
work experience. This is guided by compelling graphics, large, bright colours
and call-ta-action words and text to direct their attention.
3. Community
(Captivate)
In this fast-paced digital world, it is essential
to grab audience’s attention immediately. As a result, The Student Project uses
an appealing yet professional and creative design to ensure visitors are more
likely to become engaged and – most importantly – start building trust in the
brand and use the website’s services.The website also uses key words and
phrases to present to the viewer what the website is about and how they can
benefit from creating an account. This allows helps to improve Google Analytics,
Search Engine Optimization and much more.
4.
Convenience (Clean)
The Student Project allows simple and straightforward
navigation for users with an uncluttered sidebar and smartly organised content.
This allows visitors to dig through information and stay online for longer. A
balanced amount of white space is also used so different areas of website
content stands out.
5.
Creativity (Cohesive)
To create a cohesive look and feel, The Student
Project brand uses the same colours, fonts and graphics throughout the website
as well as across all social media platforms to ensure customers they are in
the right place. All photos, headers and widgets compliment the overall website
design and target audience (e.g. students and employers, male and female etc.)
and more.
SOSTAC
SOSTAC is a key business tool worth
using when planning marketing strategies/campaigns or launching a new extensive
web-based concept like The Student Project. SOSTAC was voted as the third most
popular model in the CIM poll on marketing models in 2011 because it’s easy to
remember and makes it easy to structure plans for different marketing
activities. When developing the overall digital marketing strategy of our new
business idea, Black Sheep’s use of SOSTAC will also help to aid with numerous
other approaches such as SEO, email marketing and more.
SOSTAC
is a planning model, originally developed in the 1990s to help with marketing
planning by PR Smith, who is digital marketing professional’s Dave
Chaffey’s co-author on Emarketing Excellence. The concept in relation to The
Student Project is outlined below;
·
Situation – Where are we now?
·
Objectives – Where do we want to be?
·
Strategy – How do we get there?
·
Tactics – How exactly do we get
there?
·
Action – What is our plan?
·
Control – Did we get there?
Chaffey
recommends that the best format in using the model is that it helps to give a
logical order for tackling your plan (with iterations) and you should also use
it to critically assess your processes. Ask, for example what you may be weak
at? Ask… Do we fail to complete situation analysis? Are our goals unclear? Do
we have a strategy? Do we control performance using analytics?
·
Situation – The Student Project website is
due to be officially launched in late 2013/early 2014. We believe there is
nothing like it on the market where students can interact with our digital
marketing agency and various local businesses in the area looking for
employment help. Students and employers can have their own profiles to
advertise themselves. Businesses and students are required to pay NO
registration or advertising fee. To find out how we will finance the web-based
concept and make money, please see the “control” aspect of SOSTAC at the end of
the list.
·
Objectives – Please see “The Five Year Plan” on next week’s post here to find out
more about Black Sheep Digital Marketing’s key goals and objectives we hope to
achieve for The Student Project website within the first five years of
business.
·
Strategy & Tactics – The Student Project will advertise/market our website via
social media accounts, email marketing and through university partnerships. The
Black Sheep team aim to conduct various workshops at universities within the UK
to give students an idea of how they can gain industry experience in their
desired field of work or just achieve a successful part-time job role for a bit
of extra cash and how this can be achieved quickly, easily and effectively by
using The Student Project website.
·
Action – The Student Project hopes to
introduce a mobile app in year 5 of business. The plan for this is explained
later throughout the report. Due to the huge increase in digital and mobile
use, Black Sheep have decided to implement an app at a future stage to meet
this. The first 4 years of business will focus mainly on the website’s success
before the app is due to be launched.
·
Control – As explained within the
finance sector (as reflected later on within the report), The Student Project
will take only 10% of the student’s paid earnings (5% if the student currently
holds a valid NUS card). Our business will take effective control of this as employers will be required to pay the student
through our website to ensure our fee is paid. We will then deduct our fee and
pay the student’s wages into their bank account. Simple.
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