- Promotion Strategy -
Our marketing strategy focuses on both online and offline channels. Social media platforms include Instagram and Facebook, e-commerce platforms such as eBay, and hyperlink reference landing pages.
SOCIAL MEDIA
@orchardvaletrust
According to the popularity and growth of Instagram (McGrath, 2022), we have decided to use this social media platform as the primary channel for promoting our events and activities. Additionally, Orchard Vale Trust already owned the channel along with a part of the supporters. The allowance for using the existing account made it easy for us to communicate and interact with possible sponsors interested in helping an adult with a learning disability.
E-Commerce
In recent years, the online retail platform has been a major driver of income growth in the charity sector. In order to host their retail platform, charities are increasingly choosing third-party sellers like Amazon and eBay. According to the Charity Retail Association's 2019 survey, 88 per cent of online sellers claim that doing online business provides them with the opportunity to sell their products and raise funds(Duckett, 2020). As a result, we choose to utilise eBay as our e-commerce site as the charity already has a shop there. Our product, a T-shirt, can be readily uploaded to the website and sold straight away. Due to this, while we wait for the offline event to take place, we can raise money through the online channel.
After establishing all our fundraising efforts, whether online, offline or on crowdfunding platforms, we chose to use Linktr.ee. With the help of Linktr.ee, users may create a customised page that is simple to customise and contains all of the key links they want to share with their audience (Linktr.ee, 2021). We take this advantage of Linktr.ee to connect all of our channels. We believe it had a significant impact in connecting people together and inspiring them to donate based on the total amount of money raised.
Sample Post
A visual-based strategy has been implemented as the most successful social marketing method to advertise our activities and products. (Hird, 2013). All the social media postings and illustrations were uploaded for three weeks. The brand journal of Orchard Vales Trust was strictly adhered to in all posts, stories and posters, including a strict colour palette and typography. The illustrations and imagery were created to continue the concepts and personality of the brand while emphasising creativity and action. This was done to ensure that the artworks have a positive and cheerful attitude.
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Captions were written along with the charity personality, which focuses on being welcoming, inclusive and supportive. Additionally, the message comes out as positive, pleasant, and grateful. Furthermore, the writing style used brief words and well-spaced paragraphs that are to the point and simple for the reader to understand.
According to Dennis (2014), Instagram has a feature called "hashtags" for the convenience of identifying the images and videos that are relevant to a brand. Instagram users can view images and videos related to a certain hashtag by clicking on it. We added hashtags such as “#ovtshirts”, “#learningdisabilities”, and #autism” based on the studies.
01
Instagram Drawing Challenges
(To Raise Awareness)
Create viral and transmissible Instagram challenge. Instagram’s challenge is to encourage people to share their creativity drawing on the Instagram stories, follow Orchard vale trust, and tag 3 friends. The purpose of launching the drawing challenge is to raise awareness, and engagement as well as we have achieved the word-of mouth communication. Moreover, we offered a T-shirt designed by the Orchard Vale Trust resident as a prize for the participant.
02
Online T-shirt Sale
(To Raise Funds)
The 2nd Instagram post is launched for online T-shirt Fundraising.
03
Charity Sale Event
(To Raise Funds)
The 3rd Instagram post and poster are used for advertising the charity sale, which will take place on August 13, 2022.
04
Crowdfunding: Go fund me
(To Raise Funds)
To help supporters explore more about the Orchard Vale Trust and make it simple for them to donate directly to the organisation, the Go Fund Me website has been promoted weekly through Instagram stories, our own social media handles and link trees.
