Digital Audit – Daffodil day

AMB 330 Digital Portfolio

Tutor: Sahlia Painter

Fabian Valado

N9875026

21/08/18
Table of contents:

1.0 introduction
2.0 digital audit
3.0 consumer persona
3.1 product analysis
3.2 market analysis
4.0 recommendations
4.1 creating a central hub
4.2 user engagement
4.3 #daffodilday
5.0 References
6.0 appendices
1.0 Introduction
The charity market in Australia is a cluttered environment and requires more than
traditional media to create a lasting impact for your brand. Daffodil Day is one most
reputable events in Australia for cancer research and is heavily reliant on both online and
offline media for marketing their brand message. The audit goes over analysing their digital
strategy centred around 18 – 24-year-old female target audience and how to improve that
market by pushing consumers to the website and creating a linked marketing experience.

2.0 Digital Audit

Client: Daffodil Day

Target Audience: 18 – 24 year old females Date: 21/08/18

Criteria Observations Analysis Rating 1 to

10*
Digital The digital strategy is based on mass 7 – The digital
strategy: marketing using the parent’s brands strategy is
means of mass marketing reputation of Cancer council to push effective in
through: traffic to the daffodil day’s website to hitting the
*Instagram Hashtags bring in donations. The company is using target
*Twitter Hashtags the right platforms (Instagram/twitter) audience but
*Facebook posts which is most popular among the fails to link all
*Google AdWords woman 18 – 24-year-old audience with the platforms
an average of 54% using the app in consistently.
New Media Model: Queensland Australia. (Roy Morgan,
Paid: 2018) The website is set up in way to be
• Google AdWords highly engaging and rewarding, when
Owned: consumers engage with the site it be an
• Cancer Council experiential marketing experience which
Facebook pages creates a valuable emotional connection
Earned: to the product. (Enrique, 2013).
• Instagram/Twitter
hashtags, shared video
content

Strategically 10 – The brand

consistent, Social media: • Across all platforms they are message is
company- *Instagram connected through that theme consistent and
created A strong re occurring theme is and emotional content. powerful
brand the yellow which allows the • The hashtags are effectively used through user
messages content to be easy identifiable by the consumers to also convey generated &
and linked. the brands message. company
• The consumers have digested content.
Failure to link website in all
 forms of advertisement
*Twitter
#daffodilday is consistently
used to spread brand messages
which is appropriate.
*Facebook
https://www.facebook.com/
cancercouncilqueensland/
A mix between content
advertising daffodil day and
volunteering. Consistent
theming and appropriate
information.
Digital tools
and social Tools used:
media used
by the Dedicated Website
company
Google Ad words
Hashtags
(Twitter/Instagram)
Facebook advertisement
through social media channels
via cancer council pages.
YouTube videos through cancer
council channels.
Re-marketing
daffodils day message and then
create word of mouth via
hashtags which continue to
advertise the brand message.
• Word of mouth is one of the
most effective form of
advertising when the message is
deciphered the way the firm
wants it (Brock, 2010) and this is
successfully done in this case.
Website: 6 – The brand
- High quality has powerful
- High priority reach and
- End goal for the consumer national
Facebook: recognition
with a solid
- 250k followers foundation. It
- Weekly post lacks a central
- Medium priority hub.
- Recycled content
- Platform with high retention rate
with 82% of users checking
Facebook several times a day.
(Hansson, Wrangmo & Klaus,
2013)
Twitter & Instagram:
- 100k Cancer council followers
- Effective for 13 – 28 year old
market.
(Hansson, wrangmo & Klaus,
2013).
- Low priority
- Recycled content
Google AdWords & Re-marketing
- Effective SEO employment
- High priority
- Focus on CTR
Examples of Content: 7 – A wide
content *Facebook posts 1. Instagram posts via cancer council range of
shared * Instagram posts page content that
* user generated word of - Target audience: 18 – 24 female applies a mass
mouth content - Effectiveness: Low / Like ratio marketing
(Twitter/Instagram content) - Involvement: Medium technique,
* Google AdWords - Does it link to the website?: Yes fails to link to
* Blogs - Ideal action: Inform consumer of website and is
* word of mouth journalism daffodil day and send them to the inconsistent
* TV spots website. informing on
Refer to appendix A where to
donate.
2. Facebook post:
- Target audience: 18+
- Effectiveness: Low / Like ratio -
- Involvement: Low
- Does it link to the website?: no
- Ideal action: Inform consumer of
upcoming daffodil day
Refer to appendix B

3. Hash tagged user content:

- Target audience: 18 -24 female
- Effectiveness: High
- Involvement: High
- Does it link to the website?: no
- Ideal action: Telling other consumers of
daffodil day and what it means to them
Refer to appendix C

Strategic Daffodil Media mix from client Offline: 5 – The brand

user proposal
engagement
Regional TV, outdoor large
format billboards, office tower
digital screens, Café digital
screens, Social media.
The offline advertisements are targeting targets the
urban areas in high walk way right
environments where people would demographics
transverse to and from work. Targeting but fails to
18+ adults who work full time with bring all the
disposable income spare to donate. mediums
together.
Online:
The social media advertisement is a mix
between already owned consumers who
follow cancer council and generating
word of mouth/virality to gain new
consumers. This market environment is
 more popular among generation Y,
which aligns with daffodil day’s targeted
consumers. (Tingley, 2015)

Engagement:
Social media engagement relies on the
cancer council account pages, only
posting content with very minimal
engagement with commenting
consumers.

3.0 Consumer Persona

(Roy Morgan, 2018) (Tingley, 2015) (Passport GMID, 2017) – consumer persona word count:
129
 3.1 Product Analysis
Daffodil day is a campaign to raise brand awareness for cancer council and the intent to
raise $1 000 000 towards cancer research. The event achieves getting donation by applying
three components of volunteer acquisitions, digital donor experiences and prime awareness
for the day itself on august 24th. Traditionally they have a high capture rate of the 40+ year
old market by 69% of donor of that market being woman, with disposable income and time
to give to the charity. (Cancer Council Queensland, 2018) The event has broad appeal and
applies emotional and guilt marketing tactics which directly connect to consumers.

3.2 Market Analysis

Competitors in this market include direct competitors such as ACRF & Canteen and indirect
competitors such as EKKA, Brisbane festival and regional flavours. Both events and other
charities create a lot of noise in the market which creates the challenge of grabbing the
consumers time in a noisy environment. The charity market in Australia has over 54 000
other charities that relies on disposable income and time to be effective. (ACNC, 2018)
Australia’s savings ratio is one of the highest of all developed countries. In 2017, savings
were 13.2% of disposable income and it will rise to 13.3% in 2018. (Passport GMID,
2017). This provides the charity market a strong back bone since the average citizen has
such a large disposable income to give to these business’s.

4.0 Recommendation

4.1 Creating a central hub

The first recommendation is a central hub to allow for the hashtags and user generated
content to easily tag the new parent Daffodil Day Instagram/twitter/Facebook account.
Separating both cancer council and daffodil day to have their own accounts and followers.
This allows when this page gains a following every year it is easy to recycle content to re-
engage with old followers and remind them of the upcoming event.

4.2 User engagement

The final engagement would be re designing a portion of the daffodil day website by having
a live feed of approved posts using the daffodil hashtag. Users who post on Instagram or
twitter using the hashtag, those approved posts can go into a cycle of posts that are
displayed on the website. This entices consumers to make their own posts so that they can
be on the website themselves. This again reinforces the idea of a feedback loop. Allowing
consumers to jump between social media channels gaining interest, till finally landing on the
website to donate.
 4.3 #daffodilday
Using Cancer Council following advertising #daffodilday on the applied media mix to grow
the tag and user engagement. This will also play with the first 2 recommendations as it
grows traffic in those areas. Growing the amount of posts in these hashtags will allow it to
become viral one of the organic ways to gain consumers attention (Wang, Gao, 2016). By
applying this on Instagram & twitter in which 18 – 24-year-old females are most active this
can be directly marketed towards that audience.

5.0. References
ACNC, (2018) Charity commission report 2017 retrieved from http://www.acnc.gov.au/

Brock, K. (2010) Interactive Marketing Strategies: Improving Brand Messaging Through

Multi-Level Engagement Congruent to Consumers' Cognitive Preferences . UMT retrieved
from https://search-proquest-
com.ezp01.library.qut.edu.au/docview/768023885/EF428BEE6CA2491FPQ/6?accountid=13
380

Enrique P. (2013) The influence of brand trust and brand identification on Brand
Evangelsion. Journal of Product & Brand Management V22 – 371-383.

Hansson.L, Wrangmo. A, Klaus. S, 2013. Optimal ways for companies to use Facebook as a
marketing channel. Journal of information, communications and ethics in society, retrieved
from https://search-proquest-
com.ezp01.library.qut.edu.au/docview/1354825340/fulltextPDF/5B4C229CC47D4081PQ/2?
accountid=13380

Keller, L. (1993) Conceptualizing, measuring and managing brand equity. Journal of

Marketing 57(1), 1- 22

Moz Pro, 2018. Open site explorer retrieved from

https://moz.com/researchtools/ose/links?site=https%3A%2F%2Fwww.daffodilday.com.au%
2F&filter=&source=external&target=page&group=0&page=1&sort=page_authority&anchor
_id=&anchor_type=&anchor_text=&from_site=

Passport GMID, 2017. Australia: country profile retrieved from

http://www.portal.euromonitor.com.ezp01.library.qut.edu.au/portal/analysis/tab

Roy Morgan, 2018. Roy Morgan single source Australia April 2013 – 2018.
Roy Morgan, 2018. Value segments retrieved from
http://www.roymorgan.com/products/values-segments

Tingley. C, 2015. Social media marketing strategies to engage generation Y consumers.

Walden university retrieved from https://search-proquest-
com.ezp01.library.qut.edu.au/docview/1696711650/56F2B34FC7694D25PQ/3?accountid=1
3380

Wang, Gao, 2016. Hashtags and information virality in networked social movement.
Department of communication, university of south California. Retrieved from
https://search-proquest-
com.ezp01.library.qut.edu.au/docview/1835917086/fulltextPDF/6C4D9A9C63444594PQ/2?
accountid=13380
6.0 Appendices

Figure A – Instagram posts retrieved from https://www.instagram.com/cancercouncil/

Figure B – Facebook Post retrieved from

https://www.facebook.com/cancercouncilqueensland/
Figure C - #daffodilday user content retrieved from
https://www.instagram.com/explore/tags/daffodilday/