Assessment 1: DIGITAL MEDIA AUDIT

Client: The Lady Musgrave Trust Date: 20th March 2018

1, 519
Introduction

This portfolio is focused on The Lady Musgrave Trust and their digital presence. It will pinpoint key
areas and attitudes in how the brand is perceived by their target market through a digital audit that
will critique all their digital offerings whilst also identifying key competitors and the product
offerings. This digital audit will assist in producing a consumer insight that will further create
appropriate recommendations and digital strategies that will increase awareness for their primary
target market.

Criteria Observations, comments and analysis Rating 1 to

10*
Digital The Lady Musgrave Trust’s digital strategy is aimed to encourage a 3
strategy call to action in helping homeless women around Queensland and
raising awareness about the issue surrounding the circumstances
of homelessness. Despite having a well maintained Facebook and
Instagram account in terms of regular content, there is definitely a
disconnect between the brand and its followers especially on its
Facebook page where many of their posts have very little likes and
no comments. These regular posts are supposed to incite
inspiration and show solidarity in womanhood. However many of
these posts fall flat and is most likely getting lost in social media
feeds which results in the message not being reached to its
intended audience. It should be highlighted that their most
popular posts were photos that showed the company engaging in
genuine moments with the public. This could be useful to know in
developing effective digital strategies.

Strategically Across all platforms, The Lady Musgrave Trust is fairly inconsistent 4
consistent, in the message that they want to convey and a lack in their overall
company- brand message. . The logo is rarely used as an official icon and
created many of the images used in their social media appear to be stock
brand photos which could facilitate in disassociating the brand from their
messages local Queensland audience. Their website also heavily focuses on
the history and information on how the charity supports their
particular demographic of women. However, their Facebook and
Instagram accounts emphases on content that centres on a call for
action with a direct link to either a Facebook event coming up or to
‘Sponsor a Space’ which effectively is a donation to the charity. The
social media posts created is inconsistent in also styling and there
is no clear target audience that the brand is trying to appeal to.

Digital tools Website: 5

and social https://www.ladymusgravetrust.org.au/
media used
by the Facebook:
company https://www.facebook.com/TheLadyMusgraveTrust

Instagram:
https://www.instagram.com/theladymusgravetrust

Twitter:
https://twitter.com/lady_musgrave

It should be noted that their Twitter has not been updated since
the 30th of August 2016. This shows that there was a clear
disinterest and engagement on that platform and therefore
abandoned.

Examples of 4
content
shared

The target audience for this particular post is arguably for a female
demographic aged 18 – 30 as the celebrity shown is Selena
Gomez. The accompanying caption is a quote from her which is to
provoke the viewer to reflect on the words and inspire them to
take action.
The target audience for this particular post is quite vague and its
only function is a call out for people to take action and donate to
the charity.

In this post, there is a strong engagement from the audience with

47 likes. The target audience is most likely existing donors for The
Lady Musgrave Trust and this photo is showing a positive outcome
of how the money is being used and the efforts of the people who
are a part of it.
Strategic The digital content has an obvious skew to women as many of their 3
user posts include either homeless woman or a woman of power who is
engagemen inspirational. However, this is no clear target market within their
t demographic which in turn makes the digital presence a confusing
one. There is also disengagement with the content with many of
the posts not having many likes or comments. This is not the
attitude that results in a path to purchase. It can be said that the
issue of homelessness is urgent and perhaps the non-
confrontational approach in the content posted is too easily
dismissed.

*Where 0 indicates a lack of achievement and 10 represents optimum achievement.

Target Audience Insight

The Lady Musgrave Trust Fund have chosen people over the age of 50 years with a skew to women
as their primary target market to engage which they believe are the most likely to make a donation
or sponsor an event. However, effective customer research will further help in discerning what the
best strategy is to convince these potential sponsors to support the products and services [CITATION
Bus17 \l 3081 ].

According to Roy Morgan Research (2017), 63.10% of the target audience feel financially stable and
therefore making a small monetary donation should not interfere with their way of living. In
addition, 91.50% of respondents consider themselves Australian which could explain why 80.50% try
to buy Australian made products as often as possible (Roy Morgan Research, 2017). Since The Lady
Musgrave Trust is the oldest charity in Australia [ CITATION Spo15 \l 3081 ], this is very appealing to
the target market. 42.70% of the target market also responded that when they are dealing with
charities, they respond more with their heart than their head (Roy Morgan Research, 2017). Since
The Lady Musgrave Trust deal with real life stories that often include every day female citizens, the
act of human generosity and human connection can aid the target demographic in sympathising the
harsh reality of homelessness.

The Sensis Social Media report is an annual survey of 800 consumers how they use social networking
sites such as Facebook, LinkedIn and Twitter [ CITATION Sen17 \l 3081 ]. Below are some significant
finding in regards with the target market (especially 50-64 year old users):

 Facebook dominates at the most used social media site

 68% check social media in the evening
 40% check their social media at least once a day

Product and Competitor Overview

Donating to charity can be mistakenly seen as a high-involvement decision due to charities being
linked with causes that are usually confronting and therefore both an emotional and moral influence
is taken on board. However, if there is a chance where products can cause the buyer post purchase
dissonance, many companies offer a lot of information on why the purchase was worth the money
[ CITATION And121 \l 3081 ]. Most charities aim to counter this by offering smaller donations on a
subscription basis, making donations seem more like a low-involvement decision.

The indirect competitors of The Lady Musgrave Trust are the many charities in Queensland that offer
support for homelessness. However, more direct competitors would include charities that solely
support women. These charities include:

 Share the Dignity

 Second Chance
 Anglicare

Comparing the direct competitors across the amount of Facebook likes and Instagram followers,
Share the Dignity have an obvious advantage of having a further reach due to their high numbers
(See Appendix A). In saying that, what gives The Lady Musgrave Trust the competing edge is the fact
that it is one of Australia oldest charities [ CITATION Spo15 \l 3081 ].

Consumer Insight

By synthesising the aforementioned research, the consumer insight for this target market is:

Older Australian women are moved by the idea of supporting other women in need through
Australian brands and services as it aligns with their emotional tendencies to think with their heart
rather than their head.

Recommendations

1. Create harmonious content through colour, similar images and overall aesthetic

If better management of what content is posted and how it appears overall on a digital platform,
pleasing use of contrast can direct the viewer’s eyes to important material that may be important
[ CITATION Rod17 \l 3081 ]. If this is achieved the potential donor can be susceptible to aesthetic
emotions. These emotions arise when a person perceives and evaluates a stimulus for its aesthetic
appeal or virtues [ CITATION Ine17 \l 3081 ]. This can be used to an advantage to appeal to the
emotions of the viewer.

2. Post content that is more orientated towards their local community

It is clear that posts that include generic quotes and celebrities do not have any impact and do not
resonate with their target market. Seeing a charitable act can result in persuading an individual to
also give help to the cause, in fact, it can be said that giving to charity is considered ‘contagious’
[ CITATION Kat04 \l 3081 ]. It is recommended that The Lady Musgrave Trust make an effort to take
more photos of the work that is done using the donor’s money and posting them on their social
media feeds. Once again, this appeals to the emotions of the target market and can result in more
engagement with their audience.

3. Make it clear that The Lady Musgrave Trust is Australia’s oldest charity
Being Australia’s oldest charity is something that can really resonate with the majority of
the target marketing considering that many call themselves Australian and encourage
themselves to support Australian businesses (Roy Morgan Research, 2017). More
emphasise needs to be made on this aspect of the charity either in in the form of a
banner photo on their Facebook and website or quite easily becoming the ‘tagline’ of
the charity.

References
Australian Bureau of Statistics. (2016, August). 2050.0.55.002 - Position Paper - ABS Review of
Counting the Homeless Methodology. Retrieved March 19, 2018, from Australian Bureau of
Statistics:
http://www.abs.gov.au/ausstats/abs@.nsf/0/90db868e528d3eebca2578df00228cee?
opendocument

Business Queensland. (2017, July 18). Market and Customer Research. Retrieved March 16, 2018,
from Business Queensland: https://www.business.qld.gov.au/starting-
business/planning/market-customer-research/researching-customers/customer-needs

Carman, K. G. (2004). Social Influences and the Private Provision of Public Goods: Evidence from
Charitable Contributions in the Workplace. Cambridge: Harvard University.

Rodgers, S. (2017). The Social Media Effect. Morrisville: Lulu.com.

Schindler, I., Hosoya, G., Menninghaus, W., Beermann, U., Wagner, V., Eid, M., et al. (2017). PLOS:
ONE. Measuring aesthetic emotions: A review of the literature and a new assessment tool.

Schmitz, A. (2012, December 9). 3.2 Low-Involvement Versus High-Involvement Buying Decisions and
the Consumer’s Decision-Making Process. Retrieved March 18, 2018, from Marketing
Principles: https://2012books.lardbucket.org/books/marketing-principles-v2.0/s06-02-low-
involvement-versus-high-in.html#

Sensis. (2017, June). Sensis. Retrieved March 18, 2018, from Sensis:
https://www.sensis.com.au/asset/PDFdirectory/Sensis-Social-Media-Report-2017.pdf

The Lady Musgrave Trust. (2015). Sponsor a Space. Retrieved March 19, 2018, from The Lady
Musgrave Trust: https://www.ladymusgravetrust.org.au/Sponsor-a-Space
 Instagram Followers

Facebook Likes

Graph Instagram Followers across all direct competitors