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The Lady Musgrave Trust Digital
Audit and Planning Portfolio
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AMB330 Digital Portfolio Assessment 1
Word Count: 1497/1500 (Excl. Citations and Reference List)

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Tutor: Ekaterina Mukovnikova

By Cooper Luskan, n9465812

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1) Introduction
The Lady Musgrave Trust is Queensland’s oldest charity, which aims to end homelessness in
Queensland. With a primary focus on young women and their children, the Trust works
towards this goal by providing accommodation and support services, and distributing “The
Handy Guide for Homeless Women” online and physically. This report will evaluate the
trust’s digital presence, identifying the primary target market and competitors. A variety of
recommendations will be made in order to help the Trust improve its online presence and
the targeting of its advertising material.

By Cooper Luskan, n9465812. pg. 1

 2) Digital Audit

Criteria Observations, comments and analysis Rating 1 to

10
Digital strategy  The digital strategy is to maximise donations, primarily via the
“Sponsor a Space” (Brief, 2018) but also via traditional
donations. Sponsor a Space is the first option in the “Your Help”
tab.
 Facebook “Donate” links to regular donation page, contradicting
this strategy.
 The Brief (2018)’s goal is to position CEO Karen Reid/the brand
as the “go-to” source for information on women in need.
However, upon Googling “Women’s charity Brisbane”, the trust
shows 17th. O'Leary (2017) showed that the 17th search result
has a 1.29% click through rate (CTR), compared to a 21.12% CTR
in 1st place. The 3rd result returned by the search is a competing 5
charity with <1/5th the Facebook likes of the Trust, and a highly
effective, modern website, which was donated to them. The
Trust has far more effective Facebook material, indicating
extreme potential.
 To develop an effective digital strategy, the brand must
streamline delivery methods, maximising positive first
impressions, which are formed in 50ms (as Cited in Kim &
Fesenmaier, 2008) (Lindgaard, Fernandes, Dudek & Brown
2006).

Strategically  The brand’s identity is communicated uniformly across all

consistent, company- platforms; however a main issue is that it isn’t communicated
created brand loudly enough. As mentioned above, the Trust ranks poorly in
messages Google searches.
 Facebook content is highly relevant. Posts include information
about current events, and pictures of strong female role models
to empower the women that the trust strives to liberate.
 Posts target the intended audience of wealthy 50+ women, with
relevant activities such as cocktail parties at extravagant
venues.
 Use of the “Camera Emoji – Photo Credit” caption adds a
7
youthful exuberance to the professional tone of the content.
 Instagram content is a mirror of Facebook. Needs to be a reason
to follow the brand across both platforms. Different content,
same message.
 This is a well-crafted brand image, but needs to be reflected by
the website, which is amateur, and the Instagram, which needs
a point of difference.

By Cooper Luskan, n9465812. pg. 2

Digital tools and social  The Trust’s Website links to Facebook, Twitter, and Instagram
media used by the pages. The websites design is poor. The primary aspect of the
company website above the fold is a rotating banner. Research shows
users pay little attention to banners/design elements that
resemble ads, i.e. the 4 boxes labelled “read more” (Nielsen,
2007).
 Websites primary colours, green and pink, are preferred by the
target market, (Ciotti, 2016). Further research (Ou, 2015)
indicates that colours with similar chroma (Chroma, n.d.) levels,
and colour pairings with higher lightness values (soft colours
(Ciotti, 2016)) will appear more harmonious. The soft green and
the bold pink of the website contrast strongly in a non-
harmonious way, with vastly different lightness and chroma
values.
4
 Facebook content written professionally, relevant and well
executed, but lacks consistent “calls to action” in the form of
donations.
 Instagram is almost exclusively “cross-posting”, which is
perceived as lazy, and negates the benefits offered by individual
networks (Donkor, n.d.).
 Twitter account inactive for 2 years. U.S. research by Smith and
Anderson (2018) indicates that 65% of adults aged 50-64 use
Facebook, and 21 and 19% use Instagram and Twitter
respectively.
 Low-budget brand predominately marketing in digital space
needs to effectively use owned /earned assets. The brand
consistently falls short, with the main weakness being website
design.

By Cooper Luskan, n9465812. pg. 3

Examples of content
shared

Figure 1. Strong example of B2B Sponsorship/Promotion. Appeals to “gala” culture of

wealthy, 50+ female target market. Encourages attendance, and rewards participants.

Figure 2. Photos of past events, filled with Target Market. Happy atmosphere
encourages attendance.

By Cooper Luskan, n9465812. pg. 4

Figure 3. Appealing to Target Market with relevant events at upper-class venue,
maximising attendance/donation rates.

Figure 4. Use of idols to empower those the charity champions, sending strong
feminist message to female Target Market. Consistent branding.

Content is tailored. Drawback is low call-to-action numbers for

donations and fundraisers.

By Cooper Luskan, n9465812. pg. 5

Strategic user  Facebook content tailored to segment market, as detailed
engagement previously.
 Instagram is the secondary social network, needs unique
content to establish brand loyalty and capitalise on word of
mouth.
 Website poorly designed, makes little use of “prime-real-
estate”. Galfano et al., (2012) shows that vectors are effective
7
at guiding user’s eyes across stimulus. Studies by Fessenden
(2017) and Pernice (2017) indicate respectively that “horizontal
attention leans left”, and that user’s scan the page in an “F”
pattern. Web design should account for this, as current logo
creates a vector away from donation link.
 Facebook page segments market effectively; Instagram/website
need work.

By Cooper Luskan, n9465812. pg. 6

 3) Target Audience Analysis
The product is a charitable donation, which elicits a set of positive internal emotions (Hibbert &
Horne, 1996). It comes in the form of Cocktail parties, auctions, and traditional donations, and may
be made to feel self-esteem or social benefits. The donation helps homeless women in need, in the
donors own community.

 Roy Morgan Target Market Data (2017):

- 369,000 women aged 50+ in Brisbane area.
- 62.9% partnered, 61.7% unemployed - male partner is breadwinner
- 71.9% live in a 1-2 person household, likely no children at home.
- 63.7% earn $20,000<, 57.6% own their home = decreased expenses.
- 68.4% no longer buy luxuries, 63.1% feel financially stable = discretionary income.
- 61.1% “try to look stylish” = social pressure.
- 89.4% believe helping others is important = sense of empathy for the less fortunate.
- 52.9% feel “less safe” nowadays, 66.3% believe crime is a growing problem in
community. Likelihood of donating to homeless charity is increased due to perceived
correlation between crime and homelessness (Hagan & McCarthy, 1997).
- 46.9% prefer to support an ongoing cause
- 42.7% respond more with heart than head. Evoke emotional response using a single
beneficiary (Meade, 2014).
- 90.1% feel proud of their family; strong campaign incites fear, eliciting donations.
- 5hrs 20mins/month on Facebook.
- Instagram/Twitter minimal participation.
- 4hrs 53mins/month on Google services.
- Internet use highest in afternoon – 24.5%

Competitors in the market segment include Share the Dignity, a much larger and well-known charity
whose efforts largely go towards providing feminine hygiene products to those who can’t afford
them, and Anglicare, a nation-wide charity with greater funding and resources, which focuses on
providing in-person support services to those I need. The main point of difference is involvement of
the market. Neither of these charities offers the fundraising events which highly engage the market
of unemployed, socially-conscious older women with a discretionary income.

With an investment of $5/day, the estimated daily reach of a highly targeted Facebook ad is 1000-
6400. If the remaining $4.87 is used on a Google Search campaign, it will generate an estimated 106
impressions (See Appendices).

 Insight:

Research shows that privileged, socially conscious older women donate due to a
combination of pressure to conform to perceived social norms (De Luca, Ferreira, & Botelho,
2016), and a perceived sense of responsibility (Basil, Ridgway, & Basil, 2001).

By Cooper Luskan, n9465812. pg. 7

4) Recommendations
- Recommendation 1:
The most important issue that needs to be addressed is the website. Minor
competitor “My Friends Place” has a much smaller social media presence than the
trust, but has a very polished, high quality website, which was donated to them by a
web development company. The trust needs to source a web designer, preferably
through a sponsorship like the one mentioned above, or a graphics design intern.
This is a low cost-high quality solution to the issue. Facebook content is already
targeted well; a quality website will help tie the digital strategy into a cohesive
whole, informing the customer who you are as a brand, and why they should choose
your service (Brevity, 2017).

- Recommendation 2:
The brand needs to invest in a Facebook Ad Campaign and a Google Search
Campaign (See Appendices). It is clear from the data shown in the report that the
click through rate on higher ranked sites on Google is exponentially higher, and a
Google Search Campaign will help boost The Lady Musgrave Trust to the top of the
page. The Facebook advertising campaign will then allow the business to effectively
target its defined target market using Facebook’s advertising tools, which analyse
big data from the largest social network on the planet to give you the some of the
most targeted advertising possible. Google Adwords has been shown to increase
top-of-mind brand awareness by 6.6%, and the platform allows you to break down
every aspect of your campaign’s performance (LeadSquared, n.d.).

- Recommendation 3:
The marketing content needs to be diversified across social media networks. Some
marketing messages are able to be distributed over multiple platforms, but the
reality is each platform runs differently to the other. The brand needs to develop a
new set of marketing materials for its Instagram account. This allows for more
relevant information (Russell, 2017), and means that people who follow you on both
networks aren’t seeing the same content over and over (Donkor, n.d.).

By Cooper Luskan, n9465812. pg. 8

 5) References
Basil, D. Z., Ridgway, N. M., & Basil, M. D. (2001). Guilt appeals: The effects of responsibility and
altruistic norms. ACR North American Advances. Retrieved 17 March 2018, from
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=7729

Brevity. (2017). Understanding the Importance of Quality Web Design. Brevity Digital Design &
Branding. Retrieved 17 March 2018, from https://seekbrevity.com/importance-quality-web-
design/

Chroma. In Oxford Dictionary Online. Retrieved 14 March 2018, from

https://en.oxforddictionaries.com/definition/chroma

Ciotti, G. (2016). The Psychology of Color in Marketing and Branding. Entrepreneur. Retrieved 14
March 2018, from https://www.entrepreneur.com/article/233843

De Luca, R., Ferreira, M., & Botelho, D. (2016). WHEN GUILT INDUCES CHARITY: THE EMOTIONAL
SIDE OF PHILANTHROPY. European Journal of Business and Social Sciences, 5(02), 52.
Retrieved 16 March 2018, from
http://www.ejbss.com/Data/Sites/1/vol5no02may2016/ejbss-1740-16-
whenguiltinducescharity.pdf

Donkor, B. Why You Should Never Cross-Post on Social Media. Link Humans. Retrieved 16 March
2018, from https://www.linkhumans.com/cross-post-social-media/

Fessenden, T. (2017). Horizontal Attention Leans Left. Nielsen Norman Group. Retrieved 15 March
2018, from https://www.nngroup.com/articles/horizontal-attention-leans-left/

Galfano, G., Dalmaso, M., Marzoli, D., Pavan, G., Coricelli, C., & Castelli, L. (2012). Eye gaze cannot be
ignored (but neither can arrows). The Quarterly Journal of Experimental Psychology, 65(10),
1895-1910. 10.1080/17470218.2012.663765. Retrieved 15 March 2018, from https://www-
tandfonline-
com.ezp01.library.qut.edu.au/doi/full/10.1080/17470218.2012.663765?scroll=top&needAcc
ess=true

Hagan, J., & McCarthy, B. (1997). Mean streets (p. 9). Cambridge: Cambridge University Press.
Retrieved 16 March 2018, from
https://books.google.com.au/books?hl=en&lr=&id=48EveCo5yBoC&oi=fnd&pg=PR7&dq=ho
melessness+and+crime+levels&ots=2k9tnibjTJ&sig=fwTTwSx8SzIm-r1dx-
5IqBed1Uk#v=onepage&q=homeless&f=false

Hibbert, S., & Horne, S. (1996). Giving to charity: Questioning the donor decision process. Journal of
Consumer Marketing, 13(2), 4-13. 10.1108/07363769610115366 Retrieved 17 March 2018,
from https://www-emeraldinsight-
com.ezp01.library.qut.edu.au/doi/full/10.1108/07363769610115366

By Cooper Luskan, n9465812. pg. 9

Kim, H., & Fesenmaier, D. R. (2008). Persuasive design of destination web sites: An analysis of first
impression. Journal of Travel Research, 47(1), 3-13. 10.1177/0047287507312405. Retrieved
14 March 2018, from
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LeadSquared. 7 Benefits of Google AdWords to Grow Your Business | LeadSquared. LeadSquared.

Retrieved 18 March 2018, from https://www.leadsquared.com/7-benefits-of-google-
adwords/

Lindgaard, G., Fernandes, G., Dudek, C., & Brown, J. (2006). Attention web designers: You have 50
milliseconds to make a good first impression!. Behaviour & information technology, 25(2),
115-126. Retrieved 14 March 2018, from https://www-tandfonline-
com.ezp01.library.qut.edu.au/doi/abs/10.1080/01449290500330448#aHR0cHM6Ly93d3ctd
GFuZGZvbmxpbmUtY29tLmV6cDAxLmxpYnJhcnkucXV0LmVkdS5hdS9kb2kvcGRmLzEwLjEwO
DAvMDE0NDkyOTA1MDAzMzA0NDg/bmVlZEFjY2Vzcz10cnVlQEBAMA

Meade, A. (2014). Emotive charity advertising – has the public had enough?. The Guardian.
Retrieved 16 March 2018, from https://www.theguardian.com/voluntary-sector-
network/2014/sep/29/poverty-porn-charity-adverts-emotional-fundraising#img-1

Nielsen, J. (2007). Banner Blindness: Old and New Findings, 10-year research overview. Nielsen
Norman Group. Retrieved 10 March 2018, from https://www.nngroup.com/articles/banner-
blindness-old-and-new-findings/

O'Leary, D. (2017). Announcing: 2017 Google Search Click Through Rate Study. Internet Marketing
Ninjas. Retrieved 13 March 2018, from
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Ou, L. (2015). Color emotion and color harmony. In A. Elliot, M. Fairchild, & A. Franklin (Eds.),
Handbook of Color Psychology (Cambridge Handbooks in Psychology, pp. 401-418).
Cambridge: Cambridge University Press. Retrieved 15 March 2018, from https://www-
cambridge-org.ezp01.library.qut.edu.au/core/services/aop-cambridge-
core/content/view/7DA0A945EACBFE0B448409E1DEE064BB/9781107337930c19_p401-
418_CBO.pdf/color_emotion_and_color_harmony.pdf

Pernice, K. (2017). F-Shaped Pattern of Reading on the Web: Misunderstood, But Still Relevant (Even
on Mobile). Nielsen Norman Group. Retrieved 15 March 2018, from
https://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/

Roy Morgan (2017). ROY MORGAN SINGLE SOURCE AUSTRALIA: OCT 2012 - SEP 2017 Retrieved 11
March 2018, from Blackboard.

Russell, J. (2017). Why It’s Time to Ditch Cross-Posting on Social Media for Cross-Promoting.
Hootsuite Social Media Management. Retrieved 18 March 2018, from
https://blog.hootsuite.com/cross-promote-social-media/

By Cooper Luskan, n9465812. pg. 10

Smith, A., & Anderson, M. (2018). Appendix A: Detailed table. Pew Research Center: Internet,
Science & Tech. Retrieved 16 March 2018, from
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Various Authors. 2018. The Lady Musgrave Trust Brief. Retrieved 3 March 2018, from QUT
Blackboard.

By Cooper Luskan, n9465812. pg. 11

6) Appendices
- Appendix A) Facebook Ad Campaign

By Cooper Luskan, n9465812. pg. 12

- Appendix B) Google Search Campaign

By Cooper Luskan, n9465812. pg. 13