Promotional Campaign for Edu-care Recycling Website - Essay Example

Promotional Campaign for Edu-care Recycling Website al Affiliation Promotional Campaign for Edu-care Recycling Website Creative BriefEdu Care recycling company is a company situated in the United Kingdom that recycles unwanted or disposed office furniture and sells it. It also recycles the equipment for charity. The community interest company offers various services to the society in addition to the one mention. Examples of Edu-cares services include the provision of a reliable and professional services for office relocation (Edu-care Recycling UK, 2012). They provide cost-friendly high quality used and new furniture and equipment for purchase. Companies can also hire furniture for them at a fee thus enhancing flexibility. In addition, the company provides useful training and employment experience to people searching for work. It is also a constant contributor to donations for charities and the needy. The company comprises of specialties in the education and health sector. This paper entails promotional campaign for the Edu-Care Recycling Website and its beneficial services. The target audience for this promotional venture is not restricted to anyone particular in the community but encompasses everyone interested in seeking out the above services. The prospective audience likely to benefit from Edu-care humanitarian services include young companies just starting. Such young companies might be in need of affordable but furniture that Edu-care will readily provide. The young enterprises might opt to hire in which case fees are charged monthly or weekly depending on the arrangement. The services can also come in handy for mobile business enterprises that are constant movement (Edu-care Recycling UK, 2012). Such companies would need light furniture that is temporary, as well as labour, to aid in the constant relocation (Zhang, 2012). Edu-Care would readily help such enterprises at an affordable fee. Furthermore, Edu-Care is a convenient place for fresh college graduates hungry for experience and income in different career fields.Edu-care has various departments where individuals can exercise their skills and develop the. These include the unit of accounting, the Department of Human Resources, Department of Sales and Marketing, finance and even in the management section. Finally, the environmental organisations are also suitable candidates for Edu-care services. Since the two parties have similar interests, they can partner together in a mutual relationship with the common goal of protecting the environment (Council, 2013). The perception of the community of Edu –Care website is positive.Edu Care ventures are well-known in the community and the country as a whole (Edu-care Recycling UK, 2012). The community perception of the organisation is that of a company out to help people in critical areas of life. It helps the government in the protection and conservation of the environment by finding ways of recycling furniture that would have proved harmful to the environment. It also makes significant contributions. It also makes significant contributions to charity and donations.Edu-Care built its website with the above in mind and particularly on the value of utmost disclosure on economic and social performance of its activities (Wu, Huang & Cheng, 2013). Thus, complete transparency is part of the guidelines that direct the management of the website (Genaro, 2015). The site will feature subsection that details the scope of Edu-Care activities like those in the preceding texts. The website is user-friendly. The homepage directs the user on where to access particular content that might not be related to Edu-care activities (Cannon, Lister & Hammond, 2014). There are various tools that are intended to promote public awareness of Edu-care website and by extension, the company. These include the use of television and the radio. The Edu-care website will be included in the terminal segment in the regular Edu-care advertisements in these promotional media (Kumar & Kumar, 2014). The company will also produce stickers having the details of the site that will be distributed by the company staff as they go about their individual duties (Kumar & Kumar, 2014). In addition, the website will be a part of the promotional details of billboards and wallpapers that the company uses to promote it activates (Baye, De los Santos & Wildenbeest, 2014). The company will also use huge banners. The locations of the banners and billboards will be at strategic sites.Edu-care will conduct a survey of various areas in order to choose the most strategic places to erect them. Such locations will most likely be at the intersection of major highways where traffic is likely to be slow and massive. Potential areas will also be at major roundabout and places of social gathering that include stadiums, recreational parks, social halls and other social places (Cui & Hu, 2013). In order to assert its position apart from other competitive businesses, the promotional media for the website will contain several additional material. These materials will include things intended to entice potential consumers or draw them away from other businesses (Kumar & Kumar, 2014). They include things such as reflected discount rates and bonus services delivered to customers such as home delivery of goods (Singh & Bought, 2015). They will also include a mention of the opportunity that customers have of returning the furniture to Edu care in case they notice any defect both physically and functionally (Jia, GAO & Yao, 2015). DIAGRAM OF EDU-CARES WEBSITE SITEMAPMAIN STRUCTURE AND CONTENT AREAS ILLUSTRATING DETAILS OF PROPOSED MARKETING ACTIVITY The promotional content will be detailed. As mentioned above, the company will use banners, billboards, radio, television, stickers and word of mouth to increase the public awareness of Edu-care website. The promotional material will include a variety of content material. These will include the link to the website and alternative links in case of the collapse of the primary site. The links to the sites will be highlighted preferably in a different colour of ink to differentiate it from other material on the promotional media (Yen, Choi & Kiousis, 2007). The promotional material will then go on to detail the content of the website. The content will include the types of services that Edu-care providers in a list form. These will range from the type of furniture and its quantity. The promotional media will also mention the existence of prices of the furniture in the website. In addition, they will indicate the existence of discounts and their rates on the website (Wang, 2014). The promotional media will provide several telephone numbers and emails through which the target audience can reach it in the event that they need further information on how to go about accessing. The banners and billboard and other literature material will provide a list of the phone numbers and emails as well as the radio and the television advertisements. The goal is to draw the target audience to the fact of the ease of use of the website (Angelo & Pandowo, 2014). Edu-care will collaborate with several organisations in the promotion of the website. The potential partners might be groups with the same goals as that of Edu-care or corporations who enjoy a stable business relationship with Edu-Care. Examples of such potential partners include: • Media houses. Edu Care will consider media houses that they used in the previous years. Such are likely to provide favourable terms and conditions for advertisement. • Environmental Organisations. Since Edu-care principal objective is the protection and conservation of the environment, it is logical to partner with environmental organisations to further its cause. The partnership might entail a two-in-one promotion design (Genaro, 2015). This is where the environmental group will include Edu-care website in its pamphlets and leaflets while Edu-care includes the environmental organisation names in its banners and billboards. • Information Technology Companies Edu-care can also pair up with information companies to enable it comes up with channels through which it can promote its website in a way that will reach more people than the traditional promotional methods. For example, information technology experts can help in the inclusion of the site as a pop-up ad in different sites on the internet (Kora & Itani, 2013).In the event, that an internet user accesses these sites, the site will pop up making the user aware of its existence. PROPOSED PROJECT PLAN FOR THE CAMPAIGN The campaign will take part in phases. The promotion will rely on the use of the media and the internet especially the latter. 1. For the media, it will involve a simple negotiation between media houses and the marketing department of Edu-care. It will also include publication of leaflets and banners that will advertise Edu-care services and its web site. 2. THE SEARCH ENGINE OPTIMIZATION. The company will use SEO to make its website rank high among the preferred keywords on the main search engines it involves several steps (Genaro, 2015). The company would first write a Keyword-rich Page title. The company will write a descriptive title for every page rich in the keywords and phrases with which the website wants the people to find it. It will involve using a range of five to eight words. The company will need to remove as many filter words as possible. The consequent steps will entail an interplay of IT theatrics like using keywords in hyperlinks and headers 3. LINKING STRATEGIES The company will link the site of its website to other websites that will enable it to rank higher in the search engines. The company will preferably link with trusted, accessible sites as these help one’s site rank higher than links from lower traffic sites. 4. SOCIAL MEDIA. The company will use four types of social media. These are social blogs, social networking sites. Social bookmarking sites and forums. The social media tools will help promote the company’s site by sending direct traffic, generating links to the company’s website and creating awareness. (Wang, 2014). 5. The company will also include the URL of its website on stationery, cards and literature materials in use within the company. The company’s printer should contain Edu-care’s URL syntax correct. 6. The company will also incorporate the use of a free service. A free service might go something like “have a look at our free kitchen remodelling calculator that is only available on our site. There will increased traffic to the company’s site. 7. The company will incorporate email strategies, for example, the installation of a signature in Edu-care email’s program, publishing an email newsletter and always seeking new email sign ups 8. The company will also incorporate the use of other miscellaneous strategies such as the announcement of contests, formulation of viral marketing promotion techniques (e.g. word of mouth, PR et cetera), et cetera. ESTIMATED COSTS OF PRODUCTION The estimated costs incurred in the promotional campaign stands at and a cost of five million dollars. The media based promotion will involve a total of 3 million while the Internet based production costs will consume the rest. The costs entail labour as well as equipment costs TIME SCALES The whole promotional campaign is expected to reach its peak by the end of one year. The media based promotional campaign will kick off after one month after the management approves the budget. The internet based promotion will take place in phases that will stretch out over nine months depending on the success of each phase. The company projects each phase to last one and a half month for successful implementation (Kora & Itani, 2013). To pull of this massive promotional campaign, the company will require a vast skill set. Examples of the skills required will include Information Technology experts, sales and marketing experts and managerial expertise. A cohesive integration of these skills is of uttermost importance to the success of the promotional campaign (Wang, 2014). Out-sourced skill include those of media experts as well experts in advanced information technology. In the implementation of the promotional campaign, the company assumes and depends on several factors out of its control. Such factors include the existence of perfect weather that will enable sufficient erection of billboards and banners. The success of the promotional campaign also rests on the absence of any event that might curtail the failure of the website. These might include hacking and dangerous computer viruses. Computer virus might crash the entire website without the consumers ever getting to use it. References Angelo, Y., & Pandowo, M. (2014). Factors driving consumer to click banner advertising on the website. JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI, 2(1). Baye, M. R., De los Santos, B., & Wildenbeest, M. R. (2014). Search Engine Optimization: What Drives Organic Traffic to Retail Sites? Available at SSRN 2277077 Cannon, B., Lister, C., & Hammond, L. (2014). UNSH Part 1: Using Paid Search Engine Optimization to Increase Web Traffic Council, R. C. T. (2013). Furniture Recycling Cui, M., & Hu, S. (2013). Search engine optimization research for website promotion. 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