Assessment Title:

CanDoBristol
Module: UMKDMQ-15-3 Digital
Marketing Communication

Business and Law ACADEMIC YEAR 2022/23

Table of Content
 Analysis and objectives
 Theoretical Background
 Target audience
 Creative website content
 Audience attraction method
 Measurement and use of data

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Theories

AIETAL
Consumer
Culture
Theory

Transactional
Approaches

AIDA

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Consumer Culture Theory
╸ 1.Preconsumption stage
╸ 2. Purchasing stage
╸ 3.Core consumption stage
╸ 4. Remembered consumption stage
(Arnauld,2004)

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AIDA
╸ Awareness
╸ Interest
╸ Desire
╸ Action (Russel 1921)

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 AIETAL

╸ Awareness
╸ Interest
╸ Evaluation
╸ Trial
╸ Adoption
╸ Loyalty

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 1.Analysis and Objective
╸ After reading and researching the whole
scenario, I discovered that our target market
would be Bristol City. In our targeted area, we
focus on Bristol residents, whether local people,
business people, or community groups. The
purpose of this campaign is to find volunteers
that want to contribute their part in society or
want to help other people or want to improve
their community.

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OBJECTIVE
Our main objective behind this campaign is
to encourage people to visit and register on
the candobristol.co.uk website

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2. TARGET AUDIENCES
In this campaign, the following are the specific target
audiences whom we want to target and encourage them to
register themselves on the candobristol.co.uk website and
bring positive changes in Bristol by connecting with good
people & sharing resources to help out each other.

● Resident
● Community Groups
● Organizations
● Businesses

By targeting these above audiences in a campaign, we will

connect with the good deeds and good people who want to
create positive change in Bristol.
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Target Audience;
Market
Segmentation

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Geographics Demographics Psychographics Behaviour

Postal codes: Age: 18 to 60 Budget: 1000 Hobbies: social

BS11, BS13, work, charity,
BS15, games, cooking,
BS10, BS14, walking, running,
BS12 swimming etc.

Town: Ashley Gender: Male / Roles: Students, Habits: working,

Down, Ashton Female business man, house social work, charity,
Gate, Avonmouth, wives, employment online shopping,
Barton Hill, etc. helping, playing,
Bedminster watching tv etc

City: Bristol, Little Nationality: All Emotions: health, anti Purchasing Styles:
Chalfont, politics, social work online, physical
Avonmouth,
Bedminster,
Brislington.
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Geographics Demographics Psychographics Behaviour

Region: West, Religion: Hindu, Belief: christian, Social Media

East, North & Muslim , Christian, & hindu, muslim Use
South Buddhist.

Size: 110km Language Spoken: Values: listening, Mobile Phone

English learning, Use
collaboration,
caring

Communities Education: bachelor, Attitudes: Media

: All master, high school Festivals, Arts, Consumption
Food, Heritage

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 3. Creative Website Content
Following are the below website content pages that I
want to show my audiences.
● Firstly, I want to display the website's 'about us
page' to my audience because it will give users
insight into our website. It has critical components
like an organization description, contact
information, and company values, and it showcases
creative content by highlighting your organization's
culture and core message. So, all this information
helps them to make decisions quickly.

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Continue…………
Secondly, I want to exhibit the website's
'News Page' because it shares volunteer
updates, helpful tips, and surrounding
news as a blog with visitors. This creative
content will encourage visitors to take a
step toward registration

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 ● Thirdly, I want to show the website's 'Help page' because it
provides information to the users; what can they do on this
website? Although it has a FAQ section that helps the user to find
their queries about their questions. All information will also allow
us to engage our visitors on the website.

Theory Supports:

● The Heuristic-Systematic Model theory supported all these points.

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4.Audience Attraction Method:
I will use the following three famous ways to gain an audience
on the website while staying within our budget, which is £2,000
for six months, and I will divide this amount by the number of
platforms I will use. E.g., 2000/8 = £250 per platform to
advertise.

 Google Display Network (Google Ads)

 Advertising on social media (Facebook, Instagram, Twitter,
Youtube, Linkedin, Pinterest)
 Search Engine Optimization (SEO)

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Audience Attraction Method (Continue):
Google Display Network (Google Ads or Display and
Video 360):

The best way to bring traffic to our website is by using

higher-searching volume keywords & selecting the target
audience. It will also help me to control my campaign
spending amount by choosing the CPC (cost per click),
CPM (cost per impression) & CPA (cost per acquisition)
options.

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Audience Attraction Method
(Continue):
Advertising on Social Media (Facebook, Instagram, Twitter,
Youtube, Linkedin, Pinterest):

These are the most popular ways to catch traffic to our website
effectively. These social media platforms are the most commonly
used platforms among people. Based on the people's location,
age, gender, demographic & interests, we can target and
encourage them to visit our website and easily register
themselves within less time.

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Audience Attraction Method (Continue):
Search Engine Optimization (SEO):

Seo is also an excellent approach to getting traffic to our website. In this

approach, we have to search the keywords using different tools (google
keyword planner, Semrush & Ahref tools) related to our service that have
higher searching volume and low difficulty in google searches. Then pick
the five most appropriate keywords. After that, we use these keywords on
our website contents, headings, images alt, meta titles or descriptions to
improve our website ranking and show our website on top google
searches. The benefit of this activity is that when someone searches our
keywords on google, our website appears against these keywords. So that
is how we get traffic on our website.
Keyword Example: volunteer opportunities near me.

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Budget Distribution: (Overall £ 2000 Budget for 6 month)

Platforms 6 Month 1 Month Per Day

Google Ads 500 83.3 2.7

Facebook 400 66.6 2.2

Instagram 400 66.6 2.2

Twitter 300 50 1.6

Linkedin 100 3.3

Youtube 100 3.3

Pinterest 100 3.3

SEO 100 3.3

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5.Measurement and use of data:
We can measure data for all the campaigns we have run on different platforms by
using the following:

1) Google Ad Dashboard: we can measure google ads data by using Campaigns clicks,
impressions, ctr, cost, conversion, & visitors. You can also measure website data with
google analytics.

2) Social Media Platform Dashboards: we can evaluate social media campaign data
using reach, impression, cost per click, results, the amount spent & bid strategy.

All the information we get from campaigns is essential because it will help us to
evaluate whether our campaign is successful or failed. Also, it will let us know how
many new users have visited our website in 6 months and how many of them make
them self registered with us. So, according to this details we can plan and make our
new strategy for the new campaigns in future.

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THANK YOU

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References

Armstrong, G. & Kotler, P. (2011) Marketing: an introduction. 10th Global edn. London:
Pearson
• Arnould, E.J. (2004) Consumers. 2nd edn. Boston: McGraw-Hill/Irwin
• Arnould, E.J. and Thompson, C.J. (2005) Consumer Culture Theory (CCT): Twenty
years of research. Journal of Consumer Research, 31: 868-82
• Athique, A. (2013) Digital Media and Society: An Introduction. Cambridge: Polity
Katz, E. & Lazarsfeld, P.F. (1955) Personal influence: the part played by people in the
flow of mass communications. Glencoe, Ill: Free Press
• Russell, C.P. (1921) How to Write a Sales-Making Letter. Printers' Ink, June 2, 1921
• Shannon, C.E. (1948) A Mathematical Theory of Communication. Bell System
Technical Journal. 27 (3): 379–423
Thomas, B. (2013) Watertight Marketing. St Albans: Ecademy Press Ltd
• Tuten, T.L. and Solomon, M.R. (2015) Social Media Marketing. 2nd ed. London:
Sage
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