Student ID Number B00970657

B00968490
B00951485
B00977011
B00970844
B00976994

Student Full Name Modesta Onyejiaka

Dimple Janwani
Lutfije Meti
Denisa Shehu
Donalta Lami
Meleknas Durmaz

Programme Title Strategic and Applied Digital marketing

Module Code and Title MKT741

Module Leader Dr. Amal Amine

Class Tutor

Coursework Title Project Management CW1 Group Work

Word Count 20462 Date Submitted 17/08/2024

CONTENTS
Introduction..............................................................................................................................................3
1. Company Overview...........................................................................................................................4
1.1 Historical Background:..................................................................................................................4
1.2 Mission and Statement:..................................................................................................................4
1.3 Current Market Position:...............................................................................................................5
1.4 Key Challenges:.............................................................................................................................6
2. Literature Review..............................................................................................................................6
3. SOSTAC Implementation...............................................................................................................10
3.1 Situation Analysis......................................................................................................................11
3.1.1 CAN Digital Marketing Strategy Audit....................................................................................11
3.1.2 Competitor Analysis.................................................................................................................20
3.1.3 Benchmarking...........................................................................................................................26
3.2. Objectives..................................................................................................................................28
3.3. Strategy......................................................................................................................................30
3.4. Tactics........................................................................................................................................36
3.5. Action.........................................................................................................................................41
3.6. Control.......................................................................................................................................45
4. Recommendations and conclusion.................................................................................................47
References..............................................................................................................................................48
INTRODUCTION
In the rapidly evolving digital landscape, the significance of a well-crafted digital marketing strategy
cannot be overstated. Understanding digital marketing is crucial for engaging the digital generation
effectively, as emphasized by Ryan (2014). This paper aims to develop a comprehensive digital
marketing strategy for Compass Advocacy Network (CAN), a non-profit organization dedicated to
supporting individuals with learning disabilities, autism, and mental health challenges. By leveraging
insights from Ryan's work on digital marketing strategies and incorporating the principles of the
SOSTAC model (PR Smith,1990) and the RACE model (Dave Chaffey, 2010) the strategy will refine
messaging, optimize website content, position products strategically, utilize social media channels for
B2B client acquisition, and enhance brand development.
A strong digital presence is essential for organisations to thrive in today's digital era. According to
Smart Insights (2024), a successful digital marketing strategy begins with a plan that aligns
objectives, marketplace analysis, and strategy. This alignment is crucial for creating a cohesive and
impactful digital presence. Chaffey and Smith (2017) argue that a well-maintained digital presence
enhances visibility and reach, enabling organizations to connect with a global audience and operate
24/7, which significantly increases their potential market. Miller (2017) emphasises that a
professional online presence enhances an organization’s credibility, which is crucial for building trust
with stakeholders, donors, and the community it serves. Siebel (2020) highlights the competitive
advantage that a strong digital presence provides, ensuring that organizations remain relevant and
effectively compete for resources and attention. Furthermore, Dodson (2016) points out the
importance of data and analytics in driving informed decision making, as digital platforms provide
valuable insights into customer behaviour and preferences.
For CAN, integrating these insights involves creating a Digital Marketing Strategy that resonates with
its target audience, supports B2B onboarding through a robust Digital Content Strategy, and
maximizes the organization's brand assets for greater impact. The primary purpose of this report is to
develop a comprehensive digital marketing strategy for CAN, ensuring the organization's digital
presence aligns with its mission and vision, thereby enhancing engagement with its audience and
contributing to its long-term success.
Two key frameworks will guide the development of this digital marketing strategy: the SOSTAC
model and the RACE framework. The SOSTAC model, developed by PR Smith in 1990, provides a
comprehensive approach to planning marketing strategies through Situation analysis, Objectives,
Strategy, Tactics, Actions, and Control. This model will serve as the foundation for structuring the
literature review, enabling a thorough analysis of CAN's current digital marketing situation, setting
clear objectives, devising strategies, outlining tactics, planning actions, and establishing control
mechanisms.
The RACE framework, created by Dave Chaffey in 2010, offers a practical approach to structuring
digital marketing activities with a focus on reaching the target audience, encouraging them to act,
converting interest into engagement, and maintaining long term engagement through ongoing
interactions. The selection of the SOSTAC and RACE frameworks is grounded in their proven
effectiveness in guiding digital marketing strategies across various sectors. According to Chaffey and
Smith (2017), these models offer a structured approach that facilitates the integration of digital
marketing activities with overall business objectives. By applying these frameworks, the report aims
to develop a strategy that aligns with CAN's mission and can adapt to the rapidly changing digital
landscape. The SOSTAC model's emphasis on situation analysis and control mechanisms ensures the
strategy remains flexible and responsive to market changes, while the RACE framework's focus on
customer engagement throughout the marketing funnel aligns with CAN's goal of building lasting
relationships with its audience and stakeholders.

1. COMPANY OVERVIEW

Figure 1 Compass Advocacy Network (CAN, 2024)

Compass Advocacy Network (CAN) is a significant user led voluntary organization based in
Ballymoney, Northern Ireland, dedicated to supporting individuals with learning disabilities.
Established in 1997, CAN's mission is to empower and inform these individuals, enabling them to
overcome barriers and engage fully in their communities.

1.1 HISTORICAL BACKGROUND:

Compass Advocacy Network was founded in response to the lack of sufficient support and
opportunities for individuals with learning disabilities. Initially focused on providing basic support
and advocacy, CAN has since expanded its scope significantly. Throughout its history, CAN has
adhered to a user led approach, ensuring that those it supports are integral to its decision-making
processes (NICVA, 2023).
CAN offers a variety of services to enhance the quality of life for its members. These include social
enterprises, environmental projects, and training and employment programs. CAN operates several
social enterprises that provide work-based training and employment opportunities in areas such as
recycling, upcycling, and retail (CommunityNI, 2023). The CAN Grow project is a notable initiative
that transforms farmland into a hub for biodiversity and social action, providing environmental
education and activities such as community gardening and conservation work (BBC Children in Need,
2023). Additionally, CAN offers training programs that equip individuals with skills to enhance their
employability, including real world work experience and vocational training (Community Finance
Ireland, 2023).

1.2 MISSION AND STATEMENT:

The mission of CAN is to create an inclusive environment where individuals with learning disabilities
can thrive. Their vision emphasizes empowerment, independence, and social integration. This mission
is encapsulated in their slogan, "I CAN, You CAN, We CAN," which highlights the collective effort
to break down barriers and promote full community participation (NICVA, 2023).
1.3 CURRENT MARKET POSITION:

Figure 2 Finanancial Summary (Charity Commision NI, 2024)

CAN is a key player in the voluntary sector in Northern Ireland, particularly in supporting people with
learning disabilities. The organization is well regarded for its innovative projects and the significant
impact it has on the community. Financial backing from entities such as Community Finance Ireland
has enabled CAN to expand its facilities and services, further enhancing its market position
(Community Finance Ireland, 2023). According to the Charity Commission for Northern Ireland
(2023), CAN had a healthy financial position for the year ending 31st March 2023, with significant
income generated through grants, donations, and their social enterprises. The organization's financial
statements show a robust balance sheet and consistent income, which underscores its stability and
capacity to continue its services effectively.

Figure 3 Performance Data (ETI, 2023)

CAN collaborated on the WE CAN project that was funded through the Northern Ireland European
Social Fund Programme and DfE which aligns with the EU 2020 Strategy for Jobs and Growth. The
project focuses on combating poverty, enhancing social inclusion, and increasing the skills base of the
workforce. During the Education and Training Inspectorate’s (ETI) Call 3 visit in January 2023,
participants spoke positively about their training and work experiences, highlighting the value of the
skills and friendships they gained (ETI, 2023).
1.4 KEY CHALLENGES:
Despite its successes, CAN faces several challenges. Ensuring continuous financial support to sustain
and grow its diverse range of services is a primary challenge. While CAN has received substantial
support from funding bodies, securing long term funding remains a critical task (BBC Children in
Need, 2023). Additionally, expanding its services while maintaining the quality and personalized
nature of support is another significant challenge. The organization must balance growth with the
need to preserve its user led approach and high standards of service delivery (CommunityNI, 2023).

Moreover, CAN faces a significant challenge in terms of its digital presence. In an increasingly digital
world, having a robust online presence is crucial for reaching a broader audience, securing funding,
and providing services effectively. Currently, CAN's digital footprint is limited, which may hinder its
ability to connect with potential supporters and beneficiaries (BenevolentAI, 2023. Enhancing their
online presence through a comprehensive digital strategy could improve their visibility and
operational efficiency. Research shows that organizations with strong digital presences are more
successful in engaging stakeholders and fundraising (Digital Charity Lab, 2023).

2. LITERATURE REVIEW
Digital marketing has revolutionised how organisations interact with their audiences by using various
tools to meet consumer expectations and achieve marketing goals (Basimakopoulou, Theologou, &
Tzavaras, 2022). The shift from traditional to digital marketing underscores its vital role in enhancing
competitiveness and driving growth in the digital age (Pujari, 2024). Essential digital marketing tools
include social media, content marketing, search engine optimisation (SEO), and email marketing, all
designed to build brand awareness, engage customers, and drive conversions (Hudson, 2023).
Nonprofit organisations are increasingly adopting these digital tools tailored to their unique needs and
objectives, leading to significant improvements in effectiveness, fundraising, and audience
engagement (Shikovets, Kvita & Bebko, 2022). For example, the $3.1 billion donated by U.S. donors
on Giving Tuesday 2022 shows that a well-executed digital marketing strategy can enhance
fundraising efforts, engage volunteers, and increase community involvement (Gomez, 2021; Philips,
2022). Among these tools, social media marketing uses platforms like Facebook, Twitter, Instagram,
and LinkedIn to reach a wider audience, build brand loyalty, and promote products and services
(Paquette, 2013). Research shows that Twitter is a crucial tool for enhancing customer engagement
among large U.S. nonprofits (Lovejoy & Saxton, 2012). Another crucial tool is content marketing,
which focuses on creating valuable, consistent, and personalised content to attract and keep a defined
audience, effectively influencing user behaviour when done correctly (Barbosa et al., 2023). SEO and
email marketing also remain effective for direct customer engagement (Needle, 2023).
To ensure a cohesive approach to digital marketing, various frameworks have been developed. These
frameworks provide a structured method for planning, executing, and evaluating digital marketing
campaigns. Among the most prominent frameworks are SOSTAC, RACE, and marketing funnels.
 Figure 4. Race Framework by Smart Insights (Chaffey, 2024)
The RACE framework, developed by Dave Chaffey, is a structured approach to digital marketing
that focuses on the customer lifecycle through Reach, Act, Convert, and Engage stages. It emphasises
building brand awareness, encouraging interactions, converting these interactions into sales, and
fostering long-term customer relationships (Badelohith, 2020). However, despite its comprehensive
nature, the RACE framework has limitations.
One notable drawback is its simplicity, which might overlook nuanced complexities specific to
individual businesses or industries. This could lead to a one-size-fits-all approach that doesn't
adequately address unique challenges or opportunities. Additionally, while the framework integrates
both online and offline marketing channels, it primarily focuses on digital tactics, potentially
underestimating the importance of traditional marketing methods in certain contexts. Therefore, while
RACE provides a solid foundation for digital marketing strategies, it is important for businesses to
customise and supplement it with added insights and tactics tailored to their specific needs (Sestino et
al., 2021).
 Figure 5a. Marketing Funnel (Si Quan Ong, 2019)

Figure 5b. Marketing Funnel (Si Quan Ong, 2019)

Marketing funnels are a key concept in digital marketing, providing a visual representation of the
customer’s journey from awareness to purchase. The model segments this journey into stages—top,
middle, and bottom—highlighting the need to guide leads through various phases like awareness,
interest, desire, action while tailoring strategies to meet customer needs at each point (Handley, 2023).
However, the funnel has its drawbacks. It often oversimplifies the customer journey, by assuming a
linear path from awareness to buy, which does not reflect the non-linear, multi-touchpoint behaviors
of today’s consumers. It places heavy emphasis on conversion, often overlooking crucial post-
purchase phases like customer retention and advocacy. This model does not account for the ongoing
relationship with customers, essential for driving loyalty and maximizing lifetime value. Additionally,
the funnel's transactional focus neglects the influence of social media and digital touchpoints, which
play a significant role in shaping decisions, underscoring the need for more dynamic and holistic
marketing approaches (Nobel, 2010).

Figure 6. SOSTAC Model Framework (Feather, 2022)

The SOSTAC framework, developed by PR Smith, is a widely recognized strategic planning tool
that provides a structured approach to developing and implementing marketing strategies. It comprises
six core components: Situation analysis, Objectives, Strategy, Tactics, Action, and Control, each
contributing to a comprehensive plan that drives business growth and enhances marketing
performance. By guiding marketers through these essential steps, SOSTAC facilitates the
development of competitive advantages, improved profitability, and sales growth (Suharyati,
Handayani, & Nobleson, 2023).
One of the primary advantages of the SOSTAC model is its flexibility and adaptability across various
industries and business sizes. Its comprehensive nature allows it to be applied to different marketing
scenarios, from small businesses to large corporations, making it a versatile tool for strategic
planning. The framework’s step-by-step approach ensures that all critical aspects of marketing
planning are covered, from initial analysis to performance evaluation (Smith, 2017). Furthermore,
SOSTAC provides a clear and structured approach to strategic planning, which is beneficial for teams
and organizations that require a systematic process. Each phase of the framework is well-defined,
helping marketers to maintain focus and clarity throughout the planning and execution stages. This
structure helps in aligning marketing strategies with overall business objectives, ensuring that all
efforts are directed towards achieving the desired outcomes (Reed, 2019). Additionally, the emphasis
on the Control stage within SOSTAC underscores the importance of continuous monitoring and
evaluation of marketing performance. By regularly assessing key performance indicators (KPIs) and
adjusting strategies as needed, organizations can respond to market changes and improve their
marketing effectiveness over time. This focus on ongoing improvement assists businesses in staying
competitive and achieving sustainable growth (Chaffey & Smith, 2017).
However, despite its many strengths, the SOSTAC framework is not without limitations. One
criticism is its lack of specificity concerning digital marketing strategies. The framework, although
comprehensive, was developed prior to the rise of digital marketing, and as a result, it does not
inherently address the unique challenges and opportunities presented by digital channels, such as
SEO, content marketing, and social media advertising. This limitation may reduce its effectiveness for
businesses that heavily rely on digital marketing strategies (Chaffey, 2020). Moreover, the SOSTAC
framework can sometimes lead to potential overlaps between its stages, particularly between Strategy
and Tactics. The distinction between these two phases can occasionally be unclear, leading to
confusion during the planning process. Additionally, the Action and Control phases might overlap
with ongoing marketing activities, making it challenging to delineate specific actions and control
mechanisms (Reed, 2019). Another limitation is the time-consuming nature of the Situation analysis
phase, which involves conducting a SWOT analysis. This phase can lead to analysis paralysis if not
managed effectively, with businesses potentially spending excessive time gathering data and
analyzing market conditions, thereby delaying the execution of marketing strategies. This issue can be
particularly problematic in fast-moving markets where timely decisions are crucial (Chaffey, 2020).
Furthermore, the framework’s focus on systematic planning can sometimes result in strategic myopia,
where businesses become overly focused on the framework itself and may overlook broader,
innovative opportunities. The rigid structure of SOSTAC might limit creative thinking and the
exploration of unconventional strategies that could offer significant competitive advantages (Smith,
2017).
Notwithstanding its challenges, the SOSTAC framework offers more opportunities compared to the
RACE framework and the marketing funnel, particularly due to its versatility and comprehensive
approach. While the RACE framework and the marketing funnel primarily focus on the customer
journey and conversion optimization, SOSTAC provides a more holistic strategy by encompassing all
elements of digital marketing, from situation analysis to performance evaluation (Smith, 2011). This
systematic method ensures that every aspect of a marketing campaign is meticulously planned,
aligned with business goals, and adaptable to various contexts. By offering a clear and detailed
roadmap, SOSTAC not only facilitates the effective implementation of marketing strategies but also
promotes continuous improvement for enhanced results (Chaffey and Ellis-Chadwick, 2019).
With these advantages in mind, the next section will explore how CAN can implement the SOSTAC
framework into its digital marketing strategy to achieve its objectives and strengthen its overall online
presence.

3. SOSTAC IMPLEMENTATION
The SOSTAC model which stands for Situation Analysis, Objectives, Strategy, Tactics, Action, and
Control, is a widely recognized framework developed by PR Smith in the 1990s that provides a
structured approach to strategic planning, especially in digital marketing. The model's first step,
Situation Analysis, is crucial as it establishes a comprehensive overview of where CAN stands in
terms of online visibility, user experience, and digital competitiveness. By evaluating the charity’s
existing digital assets and identifying areas for improvement, we can establish a solid foundation for
the subsequent stages of the SOSTAC model.

3.1 SITUATION ANALYSIS

A situational analysis is a crucial process that involves gathering and reviewing information about an
organization's internal operations, resources, and the external marketplace to guide strategic decision-
making (Chaffey et al., 2019). This analysis helps in understanding the organization's current market
position, the factors influencing its performance, and the competitive landscape. By providing a
comprehensive overview of the present situation, the situational analysis forms a foundation for
strategic planning, enabling organizations to set realistic goals and develop effective strategies (Fahy
& Jobber, 2019).
For the Compass Advocacy Network (CAN), conducting a Situation Analysis is essential for several
reasons. Firstly, benchmarking CAN’s current digital marketing performance is vital for setting
realistic and achievable objectives. Without a clear understanding of the existing digital landscape,
any marketing strategies may lack direction, reducing their effectiveness. Utilizing tools such as
PageSpeed Insights, SEMrush, and THEHOTH will provide the necessary data to gauge CAN’s
digital standing, offering insights into areas like website performance, SEO rankings, and backlink
profiles (Chaffey & Smith, 2017). The selection of tools such as PageSpeed Insights, SEMrush, and
THEHOTH can be justified by their relevance and effectiveness in analysing different facets of digital
performance. PageSpeed Insights, provided by Google, offers authoritative assessments of website
speed and mobile friendliness, both of which are critical ranking factors in Google’s search algorithm
(Google Developers, 2023). SEMrush, a comprehensive SEO tool, delivers detailed insights into
keyword performance, backlink profiles, and competitor strategies, making it indispensable for
maximizing organic search visibility with limited resources (Rognerud, 2018). The HOTH focuses on
link-building and domain authority, both crucial for improving search engine rankings, underscoring
the importance of a robust SEO strategy (Patel, 2020).
Furthermore, the data gathered through these tools will inform the subsequent stages of the SOSTAC
model, ensuring that CAN’s digital marketing strategy is data-driven and aligned with organizational
goals. This evidence-based approach maximizes the impact of digital marketing efforts, making it
essential for CAN’s success (Kingsnorth, 2019).

3.1.1 CAN DIGITAL MARKETING STRATEGY AUDIT

This section provides a detailed audit of Compass Advocacy Network’s (CAN) digital marketing
strategy, focusing on four critical components: Website Performance, SEO, Backlinks, and Social
Media Presence. Each of these components is vital to CAN’s digital success, directly influencing
their ability to connect with and engage their target audience. Below, we will introduce and analyze
each area, identifying both strengths and areas for improvement, based on insights gathered from
industry-leading tools like PageSpeed Insights, SEMrush, and The HOTH.
WEBSITE PERFORMANCE ANALYSIS
Website performance is a key determinant of user experience and search engine rankings. A website
that loads quickly and is mobile-friendly not only retains users but also ranks higher on search engines
like Google. According to Google Developers (2018), page speed is a significant ranking factor, and
slow websites can lead to higher bounce rates and lower engagement. PageSpeed Insights is utilized
in this audit to measure how well CAN’s website performs in these areas. Additionally, The HOTH
provides a comprehensive report on the technical aspects of the website, including load times, mobile
responsiveness, and overall site efficiency.
The rationale for focusing on website performance is clear: a faster, more responsive website leads to
a better user experience, which in turn improves search engine rankings and drives more traffic to the
site (Patel, 2018). Studies have shown that even a one-second delay in page load time can result in a
7% reduction in conversions (Machaliński, 2021). Therefore, optimizing website performance is not
just a technical requirement but a business imperative.

Figure 7a. Usability Performance Score for Desktop (PageSpeed, 2024)

Figure 7b. Usability Performance Score for Mobile (PageSpeed, 2024)

Figure 7c. Usability Performance Score for both Desktop & Mobile (TheHoth, 2024)
The performance assessment of the Compass People website, based on PageSpeed Insights and The
HOTH report, reveals significant areas for improvement. The website’s PageSpeed score of 68 out of
100 indicates severe load time issues, particularly on mobile devices which score is 31. Research has
shown that slow-loading websites frustrate users, leading to higher bounce rates and lower
engagement. Google considers page speed a crucial factor in its ranking algorithms, making this an
essential area for improvement (Google, 2018). The HOTH report’s D+ performance grade further
highlights the need for optimization. Studies by Wang (2019) suggest that optimizing images,
leveraging browser caching, and reducing server response times can significantly improve load speeds
and user satisfaction. Therefore, it is recommended that the Compass People website implements
these strategies, alongside the use of content delivery networks (CDNs) and the minification of CSS
and JavaScript files, which are proven techniques for enhancing site performance (Patel, 2018). These
optimizations will not only improve user experience but also contribute to better search engine
rankings, thereby driving more traffic to the website (Machaliński, 2021).
SEO ANALYSIS
Search Engine Optimization (SEO) is critical for enhancing the visibility of CAN’s website on search
engines, which directly impacts the volume and quality of organic traffic. SEO involves optimizing
various on-page elements like keywords, meta descriptions, and title tags to ensure that search engines
can effectively index and rank the website. According to Moz (2023), well-optimized title tags and
meta descriptions can significantly improve click-through rates from search engine results, leading to
increased traffic.
SEMrush is employed in this analysis to provide detailed insights into CAN’s SEO performance,
identifying key issues such as missing H1 tags, under-optimized title tags, and the lack of meta
descriptions. The inclusion of The HOTH report reinforces these findings by highlighting
deficiencies in keyword usage and content structure. By addressing these issues, CAN can improve its
search engine rankings, making it easier for their target audience to find them online.
The rationale behind focusing on SEO is rooted in the need to maximize organic search visibility with
limited resources. Organic search is often the largest source of website traffic, and optimizing SEO
practices can lead to sustained, long-term growth (Chaffey & Smith, 2020). Effective SEO not only
improves visibility but also ensures that the website attracts relevant, high-quality traffic, which is
crucial for achieving CAN’s organizational goals.

Figure 8a. SEO Domain Overview (SEMRush, 2024)

Figure 8b. Organic Search Performance (SEMRush, 2024)
Figure 8c. On Page SEO Metrics & Tags (TheHoth, 2024)
 Figure 8d. Keyword Performance (TheHoth, 2024)
The SEO performance of Compass People’s website reveals several significant deficiencies, as
identified by both the SEMrush and The HOTH reports. Key issues include the absence of H1 tags,
poorly optimized title tags, and missing meta descriptions, all of which hinder the website's visibility
on search engines. The lack of H1 tags is particularly concerning, as it disrupts the content hierarchy
that search engines use to understand and rank pages (Bruce Clay, Inc., 2020).
SEMrush's analysis indicates that the title tag is under-optimized at only 39 characters. Best practices
suggest title tags should be between 50-60 characters to fully convey the page's content and improve
search engine rankings (Moz, 2023). Additionally, the website lacks a meta description tag, which is
essential for summarizing the page's content in search engine results and encouraging click-throughs
(Yoast, 2023). The absence of a compelling meta description can lead to lower engagement and
visibility.
The HOTH report reinforces these concerns by noting the absence of H1 tags, which are critical for
signalling the primary topic of the page to search engines. Without an H1 tag, search engines may
struggle to understand the focus of the content, negatively impacting page relevance and rankings
(HubSpot, 2023). Although the website employs multiple levels of header tags (H2-H6), inconsistent
use of keywords across these tags can also lead to poor SEO performance. Effective keyword
distribution is necessary for maintaining content hierarchy and improving overall relevance
(Backlinko, 2023).
Moreover, keyword optimization is another area needing attention. SEMrush and The HOTH reports
reveal that main keywords are not consistently distributed across crucial HTML tags like the title,
meta description, and headings. This inconsistency can confuse search engines and undermine the
page's relevance for specific queries (SEMrush, 2023). Research suggests that aligning keyword
optimization with user intent is critical for enhancing search engine visibility and driving more
relevant traffic (Moz, 2021). Essential keywords such as "learning disabilities," "mental health," and
"autism" should be better represented in critical areas to improve ranking and attract the target
audience (Neil Patel, 2023).
To address these issues, it is recommended that Compass People conduct a thorough SEO audit to
optimize on-page elements such as meta descriptions and title tags. According to research, well-
optimized meta descriptions and title tags significantly improve click-through rates (CTRs) and
organic traffic (Patel, 2016). Additionally, incorporating an H1 tag on each page that accurately
reflects the main topic and includes targeted keywords will enhance page relevance and search engine
rankings. Consistent keyword usage across title, meta, and header tags is essential for creating a
cohesive content structure that search engines can easily interpret (Chaffey & Smith, 2020).
Implementing these SEO best practices will not only boost the website’s rankings but also improve
the overall user experience, contributing to sustained growth in organic traffic.
BACKLINKS ANALYSIS
Backlinks are a cornerstone of SEO, acting as endorsements of a website’s credibility and authority.
High-quality backlinks from reputable websites signal to search engines that CAN’s content is
valuable and trustworthy, which can lead to higher search engine rankings (Fishkin & Høgenhaven,
2013). A strong backlink profile is essential for establishing the website’s authority within its niche,
making it more competitive in search engine results.
Using SEMrush, this analysis evaluates the current state of CAN’s backlink profile, highlighting the
need for more high-quality inbound links. The rationale for focusing on backlinks is that they are one
of the most important ranking factors in Google’s algorithm. Websites with a diverse and
authoritative backlink profile are more likely to rank higher in search results, driving more organic
traffic and sustaining long-term growth (Rognerud, 2018). Therefore, developing a robust backlink
strategy, including outreach campaigns and content creation, is crucial for CAN’s digital success.
 Figure 9. Backlinks Report (SEMRush, 2024)
The backlink analysis provided by SEMrush reveals a weak backlink profile for the Compass People
website, characterized by a low number of high-quality inbound links. Backlinks are a crucial element
of SEO, as they serve as endorsements of a website’s credibility and authority. Websites with a strong
and diverse backlink profile tend to rank higher in search engine results, attracting more organic
traffic and sustaining long-term growth (Fishkin & Høgenhaven, 2013). The current lack of strong
backlinks not only limits the website’s visibility but also diminishes its authority in the eyes of search
engines like Google. To enhance the backlink profile, it is recommended that Compass People engage
in strategic outreach campaigns, create high-quality content that naturally attracts backlinks, and
pursue guest blogging opportunities on authoritative sites within their niche (Patel, 2016). Utilizing
tools such as Ahrefs or Majestic can help identify and target high-authority domains for potential
backlink acquisition (Fishkin & Høgenhaven, 2013). Strengthening the backlink profile will increase
the website’s authority, improve its search engine rankings, and ultimately drive more organic traffic.

SOCIAL MEDIA ANALYSIS

Social Media Presence plays a vital role in building relationships with CAN’s target audience, driving
traffic to the website, and enhancing brand visibility. Social media platforms like Facebook and
Twitter offer unique opportunities to engage with the community, share content, and foster a loyal
following. According to Smith and Zook (2016), a consistent and engaging social media strategy is
essential for building a strong online presence and fostering community among stakeholders.
The rationale for including social media in this audit is based on its ability to complement other
digital marketing efforts. A strong social media presence can amplify the reach of CAN’s content,
increase website traffic, and boost overall engagement. Furthermore, social media platforms are
increasingly becoming important sources of information and influence, particularly for non-profits
looking to build relationships with their audience (Pew Research Center, 2018). By optimizing social
media activities, CAN can enhance its digital footprint and achieve greater visibility and support.
Figure 10. Social media results (TheHoth, 2024)
Based on The Hoth’s report, CAN's social media presence is relatively understated. Their activities on
platforms like Facebook and Twitter lack the frequency and variety seen in competitors like The Arc
and Mindful Living. This underutilization of social media can limit CAN's ability to engage with its
audience effectively and build a strong online community.
Studies have shown that consistent and engaging social media activity can significantly enhance brand
visibility and user interaction. According to Smith and Zook (2016), effective social media strategies
are essential for building relationships and fostering community among stakeholders, which is
particularly important for non-profits. Additionally, a strong social media presence can drive traffic to
the organization’s website, leading to increased donations and support (Pew Research Center, 2018).

3.1.2 COMPETITOR ANALYSIS

The Compass Advocacy Network (CAN), known as Compass People, operates within a competitive
landscape that includes both direct and indirect competitors. This analysis focuses on evaluating
CAN's digital presence in comparison to Arc, a direct competitor, and Mindful Living, an indirect
competitor, to offer strategic recommendations for enhancing CAN's online performance.
Arc is a well-established non-profit organization founded in 1950, dedicated to advocating for the
rights of individuals with intellectual and developmental disabilities. Arc has built a robust presence
through extensive state and local chapters, and it actively promotes state and federal legislation
supporting individuals with disabilities. With a strong digital footprint that includes a comprehensive
social media presence across platforms like Facebook, Instagram, Twitter, LinkedIn, and YouTube,
Arc effectively engages with its audience, advocating for inclusivity and community participation
throughout the lives of people with disabilities (The Arc, 2024).
On the other hand, Mindful Living operates as a wellness centre offering services such as mental
health counselling, mindfulness workshops, and life coaching. While it does not specifically target
individuals with disabilities, its holistic approach to wellness attracts a broad demographic, including
some within the disability community. The organization has leveraged its digital presence to offer
virtual workshops and resources, thereby broadening its reach. However, unlike Arc, Mindful Living
lacks a strong advocacy focus and primarily emphasizes general wellness and mental health (Centre
for Mindful Living, 2024).
This analysis uses reports from analytical tools such as SEMrush and THEHOTH to leverage data
from SEO metrics, backlink strategies, and social media presence to compare CAN’s digital
performance against these competitors.
ANALYSIS OF CAN COMPARED TO COMPETITORS
This section includes detailed audit and analysis of CAN’s digital performance against its direct and
indirect competitors, Arc & Mindful Living respectively. Below are attached figures which illustrate
the data report of both competitors.
Figure 11a. SEO Performance for Mindful Living (TheHoth, 2024)
Figure 11b. Social media results for Mindful Living (TheHoth, 2024)
Figure 11c. SEO Performance for The Arc (TheHoth, 2024)
Figure 11d. Social media results for The Arc (TheHoth, 2024)

SEO Performance
CAN’s current domain authority score of 53, while respectable, is overshadowed by Arc’s higher
authority score of 68, which reflects Arc's more established and effective SEO strategy. Arc’s website
generates approximately 248,000 monthly organic visits, dwarfing CAN’s 4,700 visits. This
significant gap suggests that CAN needs to expand its keyword strategy. Currently, CAN ranks for
around 13,000 keywords, compared to Arc’s 79,000. Research suggests that broad keyword coverage
is crucial for increasing organic traffic and improving search engine rankings (Moz, 2023).
In contrast, Mindful Living has a notably lower domain authority of 15, indicating weaker SEO
efforts. Its keyword ranking and organic traffic are minimal, which limits its online visibility.
Although Mindful Living excels in offering virtual resources, its lack of focused SEO strategy and
lower keyword ranking significantly reduces its digital reach compared to CAN and Arc (Farida and
Setiawan, 2022).
Backlink Strategy
Arc’s backlink profile is a significant strength, with 996,000 backlinks from 11,200 referring
domains, reflecting a well-executed link-building strategy that enhances its SEO performance. In
comparison, CAN’s 87,000 backlinks from 2,800 referring domains, while decent, indicate room for
growth. High-quality backlinks from diverse sources are known to improve domain authority and
search engine rankings (Backlinko, 2016).
Mindful Living’s backlink profile is quite weak, with only 307 backlinks from 59 referring domains.
This lack of a robust backlink strategy further hampers its ability to compete digitally, particularly in
comparison to CAN and Arc. For CAN to remain competitive, it must focus on acquiring more high-
quality backlinks, particularly from authoritative and relevant domains (Stone Temple, 2017).
Social Media Presence
Arc’s comprehensive social media presence across multiple platforms suggests a well-coordinated
digital marketing strategy that effectively engages its audience. Social media platforms play a critical
role in driving traffic to a website and boosting SEO by generating backlinks and enhancing user
engagement (Kaplan and Haenlein, 2010).
CAN, while likely active on social media, does not yet match the breadth or impact of Arc’s
engagement. Strengthening its social media strategies could significantly enhance CAN’s digital
presence. Conversely, Mindful Living’s social media activity, while supportive of its wellness
services, lacks the advocacy focus and engagement level seen with Arc. This limits its ability to
influence and attract a broader audience in the disability sector (Pew Research Center, 2021).
Recommendations for CAN
1. Expand Content Depth and Breadth - CAN should consider expanding its content strategy by
producing more in-depth resources, such as comprehensive guides and case studies related to
disability advocacy and support. This approach can help CAN capture a wider range of search queries,
thus improving its keyword rankings. By increasing its keyword portfolio, CAN could close the gap
with Arc’s broader keyword strategy (Ahrefs, 2019).
2. Enhance Backlink Diversity - To enhance its digital presence, CAN should prioritize acquiring
more high-quality backlinks from diverse and authoritative domains. This strategy will not only
improve its domain authority but also boost its overall search engine rankings. Leveraging
partnerships and media outreach can be effective ways to secure these valuable backlinks (Stone
Temple, 2017).
3. Optimize for Emerging SERP Features - CAN should optimize its content to appear in emerging
SERP features like featured snippets and "People Also Ask" boxes. Google emphasizes the
importance of these features for improving visibility and attracting more organic traffic. By
optimizing for these features, CAN can significantly increase its presence in search results (Google,
2020).
4. Strengthen Social Media Integration - CAN should enhance its social media efforts by integrating
them more closely with its SEO strategy. Promoting high-performing content on social media,
running targeted campaigns, and increasing engagement can drive more traffic to the CAN website
and improve overall visibility. Social media can be a powerful tool for advocacy and community
building, areas where Arc excels (Kaplan and Haenlein, 2010).
5. Continuous Competitor Monitoring - To stay ahead, CAN should regularly monitor the digital
strategies of Arc and other competitors. By keeping track of changes in keyword rankings, backlink
profiles, and content strategies using tools like SEMrush or Ahrefs, CAN can adapt and refine its
approach to maintain competitiveness (Patel, 2018).
CAN (Compass People) is currently well-positioned but can further enhance its digital presence by
implementing these strategic recommendations. By expanding content depth, diversifying backlinks,
optimizing for emerging SERP features, strengthening social media integration, and continuously
monitoring competitors, CAN can solidify its position in the market and potentially surpass its
competitors, particularly Arc.

3.1.3 BENCHMARKING

Compass Advocacy The Arc (Direct Mindful Living Center

Aspect Network (CAN) Competitor) (Indirect Competitor)
Focus Advocacy and support for Advocacy for the General wellness,
individuals with rights of individuals mental health
disabilities. (CAN, 2024) with disabilities. (Arc, counselling,
2024) mindfulness. (Mindful
Living, 2024)
Founded 1960 (CAN, 2024) 1950 (Arc, 2024). 1999 (Mindful Living,
2024)
Core Services Personalized support Advocacy, protection Mental health
services for individuals of human rights, counselling,
with disabilities (CAN, community mindfulness
2019). participation (Arc, workshops, life
2024). coaching (Mindful
Living, 2024).
Target Individuals with
Individuals with General population,
Audience disabilities, their families,
intellectual and including individuals
and caregivers (Fahy & developmental with disabilities
Jobber, 2019). disabilities (Arc, (Herrmann, 2024).
2024).
Digital Limited, with significant Strong social media Strong online
Presence potential for presence; uses presence; offers virtual
improvement (Georgiev, Facebook, Instagram, workshops and
2024). Twitter, LinkedIn, resources (Mindful
YouTube (Chaffey, Living, 2024).
 2022).
Strengths Personalized support, Extensive network of Broad appeal, holistic
potential for digital state and local well-being approach,
expansion (Suthar, 2024). chapters, established strong online presence
reputation, strong (Hermann, 2024).
advocacy efforts (Arc,
2024).
Weaknesses Website performance Variability in chapter Lack of specialized
issues, lower authority size and resources, focus on individuals
score, limited online potential inconsistency with disabilities, no
presence (Georgiev, in service delivery strong advocacy focus
2024). (Arc, 2024). (Mindful Living,
2024).
Opportunities Digital expansion, Legislative advocacy, Expanding reach
website performance and increasing community through digital
SEO improvements, engagement through platforms, appealing to
stronger social media digital platforms (Arc, diverse clientele,
presence (Chaffey et al., 2024). capitalizing on general
2019). wellness trends
(American
Psychological
Association, 2023).
Threats Competition from Competition from Indirect competition
specialized advocacy other disability from organizations
organizations, advocacy with broader wellness
underutilization of digital organizations, focus, increasing
channels (Fahy & Jobber, potential donor fatigue emphasis on mental
2019). (Arc, 2024). health awareness
(American
Psychological
Association, 2023).

Table 1. Competitor Benchmark

The Situation Analysis for Compass Advocacy Network (CAN) highlights key areas where
improvements can significantly enhance the organization’s digital presence. CAN currently faces
challenges like poor website performance, weak SEO practices, a limited backlink profile, and an
underutilized social media presence. These issues hinder its ability to engage effectively with its target
audience and compete with more digitally advanced organizations such as The Appleby Trust and
Triangle.
The underutilization of social media is particularly critical, as studies suggest that consistent and
engaging social media activity is essential for increasing visibility, building strong online
communities, and driving traffic to the website, which can lead to increased support and donations.
However, these challenges also present opportunities for CAN to optimize its website, strengthen its
SEO, and develop a more dynamic social media strategy.
Having identified these areas for growth, the focus now shifts to setting clear objectives to boost
CAN's digital presence. This will ensure that CAN can effectively reach and engage its audience,
build a stronger online community, and achieve greater impact in its advocacy efforts.
3.2. OBJECTIVES
Objectives within the SOSTAC model serve as the crucial link between the current situation analysis
and the strategic actions that an organization will take to move forward (Smith, 1998). Firstly,
objectives define the specific outcomes that an organization aims to achieve, serving as clear markers
of success (Smith, 2020). Secondly, they act as a bridge between the situational analysis and the
strategic planning process, translating insights from the current environment into actionable goals
(Chaffey and Ellis-Chadwick, 2019). Thirdly, objectives guide decision-making by providing a
focused direction, ensuring that all strategies and tactics align with the broader mission of the
organization (Gordon, 2022). To ensure these objectives are effectively met, they will be formulated
using the SMART criteria—Specific, Measurable, Achievable, Relevant, and Time-bound—ensuring
that the goals are clear, attainable, and aligned with the organization's overall mission (Doran, 1981).

Following the situational analysis, Compass Advocacy Network (CAN) has identified several
strategic areas requiring attention to enhance its digital presence and improve community
engagement. Based on the current digital performance and challenges identified, CAN has established
clear objectives aimed at boosting brand awareness, increasing website traffic, enhancing email
subscriptions, and improving online donations. These objectives are essential for advancing CAN’s
mission of providing comprehensive support and resources to individuals with learning disabilities
and mental health challenges.
Objective 1: To enhance CAN’s Brand Awareness on Social Media Platforms by 40% within 3
Months, from September 2024 to December 2024.
To significantly boost brand awareness, CAN plans to develop and launch a mobile application
designed to support individuals facing mental health challenges (Viera, 2024). This app will offer live
therapeutic sessions, educational videos, and interactive elements, providing a comprehensive digital
solution for mental health care. To maximize reach and impact, CAN will roll out a targeted social
media campaign across Facebook, Instagram, Twitter, and LinkedIn. The campaign will feature
engaging content and partnerships with influencers, aiming to elevate CAN's profile and draw
attention to the new app (Qualtrics, 2024).
Facebook, with over 3.06 billion active users, remains the largest social media platform, followed by
YouTube with 2.5 billion, and Instagram and WhatsApp, both with 2 billion users each, according to
Statista. By leveraging these platforms, CAN can access a vast audience, which is crucial for
achieving its goal of increasing brand awareness.
This approach is particularly effective considering the growing use of mobile health applications,
which have demonstrated high levels of user engagement. As social media platforms connect billions
of users globally, they serve as powerful channels for promoting mobile applications that address
critical needs, such as mental health care. Research by Pires et al. (2023) indicates that mobile health
apps improve accessibility to mental health resources, especially in underrepresented communities.
The COVID-19 pandemic has further underscored the urgent need for accessible mental health
support, as global levels of stress, anxiety, and depression have surged (Gupta, 2024). By strategically
integrating social media and digital platforms, CAN aims to reach a broader audience, offering
essential support and fostering a community rooted in empathy and understanding (Javed, 2023).
Objective 2: Increase Website Traffic by 50% within 6 Months, from September 2024 to
February 2025.
In 2014, less than half (44%) of global web traffic was attributed to humans, with the remainder
linked to bots and other non-human activity (Statista, 2014). This statistic highlights the critical
importance of effective SEO and digital marketing strategies to ensure that the human portion of web
traffic is directed to CAN's website, increasing the likelihood of genuine engagement and meaningful
conversions. To achieve this, CAN will focus on optimizing key search engine elements, such as
keywords, meta descriptions, and image alt text (Semrush, 2023). Additionally, CAN will regularly
update a blog with relevant content, promoting it through social media, email newsletters, and guest
posts. This comprehensive approach is expected to drive organic traffic and establish CAN as a
leading authority in its field (Dean, 2024).
Effective SEO strategies, paired with consistent content updates, have been proven to significantly
boost website traffic. According to Rogers (2024), a well-executed SEO plan can increase web traffic
by up to 60%, making it an essential component of any digital marketing strategy. Moreover,
leveraging social media and email marketing will further enhance CAN’s visibility and engagement,
drawing more visitors to the site and providing them with valuable information and support (Semrush,
2023).
Objective 3: Increase Email Newsletter Subscriptions by 30% within 4 Months, from
September 2024 to December 2024.
Increasing email newsletter sign-ups is vital for maintaining direct communication with CAN’s
audience, particularly considering the growing global email user base, which Statista projects will
reach 4.73 billion by 2026 (Statista, 2024). This expanding audience underscores the importance of
optimizing email subscription strategies to ensure effective engagement through this direct
communication channel. To achieve this, CAN aims to boost subscriptions by developing appealing
lead magnets, such as eBooks and webinars, which have been shown to be highly effective in
attracting subscribers (Hubspot, 2023). CAN will strategically position sign-up forms prominently on
its website and use targeted social media ads to drive traffic to the subscription page. This approach is
supported by research from Orbit Media Studios (2024), which indicates that well-placed sign-up
forms significantly enhance subscription rates. Tinney (2024) further justifies this strategy by
highlighting that lead magnets like eBooks and exclusive webinars can increase email subscriptions
by up to 45%, while targeted social media ads are particularly effective in directing traffic to
subscription landing pages. This comprehensive strategy will expand CAN’s subscriber base and
enhance engagement with its content, ensuring a robust and direct communication line with its
audience.
Objective 4: Enhance Online Donations by 35% within 5 Months, from September 2024 to
January 2025.
Improving online donations is crucial for sustaining and expanding CAN's support initiatives. This
objective focuses on streamlining the donation process to enhance user experience and optimize for
mobile devices (Charity Digital, 2024). To achieve this, CAN will launch a storytelling campaign that
highlights real-life impact stories, emphasizing the importance of contributions. Additionally,
personalized email marketing will be utilized to engage past donors and potential supporters with
targeted messages and calls to action (Hunter, 2024).
Research suggests that streamlining the donation process, sharing compelling stories, and engaging
donors through personalized email campaigns are effective methods for increasing donor engagement
and contributions. Charity Digital (2024) notes that storytelling can increase donor engagement by
30%, while Path Finders (2024) emphasizes that personalized email marketing can improve donor
retention rates by 20%. By adopting these strategies, CAN aims to boost financial contributions and
enhance the organization's sustainability, thereby supporting its long-term objectives.
With these objectives clearly defined, the next critical step is to develop a comprehensive strategy that
will guide the implementation process. The following section will outline the specific strategies and
tactics that CAN will employ to achieve these objectives, ensuring that the organization’s goals are
met efficiently and effectively.
3.3. STRATEGY
Strategy within the SOSTAC framework plays a pivotal role in bridging the gap between objectives
and the specific actions that will be taken to achieve them. It is a critical phase that defines the
overarching approach an organization will use to reach its goals, ensuring that all efforts are coherent
and aligned with the intended outcomes (Smith, 2011) by outlining the direction an organization will
take to determine how resources will be allocated to achieve the set objectives (Smith, 2011) and it
also serves as a roadmap that connects the current situation with the desired future state, guiding the
decision-making process at every level (Chaffey and Ellis-Chadwick, 2019). Most importantly,
strategy integrates various components of the plan, ensuring that all tactical actions are synergistic and
contribute to the overall mission (Gilligan and Wilson, 2021).
3.3.1 SEGMENTATION AND RACE
To develop an effective strategy, Compass Advocacy Network (CAN) will utilize the RACE
framework, which encompasses four key stages: Reach, Act, Convert, and Engage. This
comprehensive approach ensures that the strategy addresses the entire customer journey, from initial
awareness through to ongoing engagement (Chaffey, 2020). In applying the RACE framework, it is
crucial to tailor the strategy to distinct audience segments to maximize its impact. For CAN, the
segmentation strategy focuses on two primary groups: individuals and businesses. Each segment is
defined by specific geographic, psychographic, demographic, behavioural, and occupational
characteristics. This targeted approach enables CAN to address the unique needs of each group
effectively, ensuring that outreach efforts are impactful and aligned with the organization’s strategic
objectives.

SEGMENT 1 INDIVIDUALS

Figure 12. Individual Segment - Persona

CAN will direct its efforts towards individuals in Northern Ireland, specifically targeting Ballymoney
and its neighbouring areas. This localized focus is essential as CAN’s services are designed to meet
the distinct needs of the region. The Northern Ireland Executive (2022) emphasizes the importance of
localized services in addressing community-specific requirements and ensuring accessibility for
individuals with disabilities.
The individuals in this segment prioritize personal development, social inclusion, and active
community engagement. Research by the Joseph Rowntree Foundation (2021) reveals that people
with learning disabilities often seek opportunities that promote self-sufficiency and social
participation. By focusing on individuals who value these aspects, CAN can better align its services
with the needs of its beneficiaries.
Demographically, the focus spans all age groups, including children, adults, and seniors. According
to the Department of Health (2020), learning disabilities impact individuals throughout their lives. By
providing support across all age groups, CAN can help ranging from early intervention to services for
aging individuals, thereby addressing the needs of its entire target audience.
Behaviourally, individuals in this segment are expected to engage with CAN’s social enterprises,
training programs, and community projects. Research from the National Institute for Health and Care
Excellence (NICE, 2021) indicates that participation in community and vocational programs results in
significant personal and social benefits. This aligns with CAN’s objective to enhance engagement and
support through its diverse offerings.
Occupationally, the segment includes individuals with learning disabilities who are seeking
employment or community involvement. The Office for National Statistics (2022) highlights the
substantial employment barriers faced by this group. By concentrating on these individuals, CAN can
provide targeted support aimed at improving employability and fostering greater community
integration.

RACE Implementation
For the Compass Advocacy Network (CAN), implementing the RACE framework is crucial to
enhancing awareness, engagement, and participation in its services across Northern Ireland,
particularly in Ballymoney and surrounding areas. Below, each stage of the RACE model is explored
with a focus on strategies and justifications supported by relevant statistics and research.
1. Reach
The "Reach" stage focuses on increasing awareness of CAN’s services among individuals in Northern
Ireland, particularly in Ballymoney and its neighbouring areas. Building visibility is crucial to
attracting individuals who could benefit from CAN’s offerings.
CAN will leverage targeted social media advertising to achieve this objective. Platforms such as
Facebook, Instagram, and Twitter provide sophisticated targeting options that allow ads to be tailored
to specific geographic locations and demographic profiles. A study by Statista (2022) found that
targeted social media campaigns have an 89% success rate in enhancing brand visibility and
engagement. By utilizing these platforms, CAN can precisely reach individuals in Ballymoney and its
surroundings who are interested in personal development and community involvement.
In addition to social media, forming local partnerships with community organizations and influencers
will help amplify CAN’s reach. Collaborative efforts with local entities leverage established networks
and enhance visibility. Research published on ResearchGate (2021) emphasizes that community-
based collaborations can improve outreach by 67%, significantly enhancing engagement.
Furthermore, CAN will employ content marketing strategies by creating and distributing relevant
content on learning disabilities and mental health. Developing blog posts, videos, and infographics
that are optimized for local search queries will improve search engine optimization (SEO) and attract
targeted traffic to CAN’s website. According to the Content Marketing Institute (2023), localized and
relevant content can boost organic search traffic by 45%, effectively capturing the attention of specific
audiences and improving search engine rankings.
2. Act
The "Act" stage is aimed at encouraging individuals to engage with CAN’s online resources and
website. The goal here is to convert initial interest into meaningful interactions with CAN’s services.
To facilitate engagement, CAN will enhance its website with interactive features. Implementing
elements such as live chat and virtual consultations can provide immediate assistance and
information, thereby improving user experience. According to Econsultancy (2022), websites with
live chat options see a 38% increase in user engagement compared to those without. Additionally,
hosting webinars and online workshops on relevant topics will help foster deeper engagement.
HubSpot (2023) reports that webinars have a 73% success rate in increasing participant interaction
and knowledge retention. Lead magnets, such as free eBooks or guides related to managing learning
disabilities and mental health challenges, will also be used to attract and retain visitors. Nielsen (2023)
highlights that lead magnets can increase user engagement by 45%, offering valuable content that
encourages further interaction with the website.
3. Convert
The "Convert" stage aims to transform engaged individuals into active participants in CAN’s
programs and services. Converting interest into tangible actions is essential for achieving
organizational goals.
Personalized communication will play a key role in this stage. CAN will use tailored emails and
messages to highlight how specific programs can meet the needs of individuals who have shown
interest in CAN’s offerings. MarketingProfs (2022) states that personalized communication can
increase engagement rates by 50% and conversion rates by 20%. Clear and compelling calls to action
(CTAs) on the website and in communications will further encourage sign-ups for programs,
consultations, or community activities. Research by ClickZ (2023) emphasizes that well-designed
CTAs can improve conversion rates by up to 83%, guiding users toward desired actions. Sharing
testimonials and success stories from individuals who have benefited from CAN’s services will also
help build trust and motivate potential participants. Forrester Research (2022) demonstrates that
testimonials can enhance credibility by 58% and significantly influence potential participants’
decisions to engage with a service.
4. Engage
The final stage, "Engage," focuses on maintaining ongoing engagement with individuals and
encouraging long-term participation in CAN’s community and programs. Sustained engagement is
vital for building lasting relationships and fostering continuous involvement.
CAN will implement regular follow-up communications through email newsletters and personalized
messages to keep individuals informed about new programs, events, and success stories. Regular
updates have been shown to maintain interest and connection with an organization’s services.
According to Harvard Business Review (2023), regular follow-up emails can improve ongoing
engagement by 47%. Additionally, CAN will build an online community through forums or social
media groups, providing a platform for participants to share experiences and support one another.
McKinsey & Company (2022) highlights that online communities can increase customer loyalty by
25% and are effective in fostering long-term engagement. Feedback mechanisms, such as surveys and
feedback forms, will be used to gather insights from participants about their experiences and areas for
improvement. Pew Research Center (2023) underscores that effective feedback mechanisms can
enhance user engagement by 35% and are crucial for refining services.
By implementing the RACE framework with a data-driven approach, CAN will be better equipped to
reach its target audience, encourage meaningful interactions, convert interest into participation, and
maintain long-term engagement. These strategies, supported by relevant statistics and research, will
contribute to the overall success and growth of CAN’s digital marketing efforts.

SEGMENT 2 BUSINESSES

Figure 13. Business Segment - Persona

CAN will focus on targeting businesses in Northern Ireland, with a particular emphasis on those
located in Ballymoney and its surrounding areas. Engaging local businesses is crucial for securing
partnerships and garnering support for community-based initiatives. Research conducted by the Local
Enterprise Agency (2021) underscores that local businesses are more inclined to engage in and
support regional projects, making this geographical focus a strategic choice.
The businesses within this target segment are characterized by their strong commitment to corporate
social responsibility (CSR) and community involvement. According to the Harvard Business Review
(2015), organizations with robust CSR practices are more likely to seek out partnerships with entities
that have a positive social impact. These businesses are driven by the desire to contribute to social
good while enhancing their corporate reputation.
Demographically, the focus is on enterprises of varying sizes, from small to large, that have
established CSR initiatives. Business in the Community (2021) highlights that companies with active
CSR programs are particularly valuable partners for community projects. This segment includes
businesses that are capable of offering both financial and in-kind support, aligning with CAN’s needs
for diverse forms of contribution.
Behaviourally, these businesses typically engage with CAN through sponsorships, partnerships, and
collaborative projects. The CSR Journal (2022) points out that companies involved in community
partnerships are keen on collaborative opportunities that align with their CSR goals. Successful
partnerships are built on mutual benefits and shared objectives, making this alignment a key factor in
fostering effective collaborations.
From an occupational perspective, the primary targets are CSR managers, business owners, and
executives responsible for community outreach. The Chartered Institute of Marketing (2021) notes
that these decision-makers are pivotal in determining which community projects to support. By
focusing on these roles, CAN can facilitate meaningful and strategic collaborations that are mutually
beneficial and aligned with the organizations’ CSR objectives.
RACE Implementation
By targeting local businesses, CAN aims to foster partnerships, secure support, and drive mutual
benefits. Below is a detailed implementation of the RACE framework tailored for business
engagement, with supporting statistics and research.
1. Reach
The "Reach" stage focuses on increasing awareness of CAN’s initiatives among businesses in
Northern Ireland, particularly those in Ballymoney and the surrounding areas. Enhancing visibility
among local businesses is critical for fostering partnerships and securing support.
CAN will employ targeted digital marketing campaigns to reach business audiences. LinkedIn, known
for its professional network, is particularly effective for B2B outreach. Research by LinkedIn (2023)
indicates that 80% of B2B leads are generated through LinkedIn, demonstrating its effectiveness in
targeting business professionals and decision-makers. By utilizing LinkedIn Ads, CAN can efficiently
reach business leaders who are likely to be interested in corporate social responsibility (CSR)
initiatives.
In addition to digital marketing, CAN will engage in local business networking events and chambers
of commerce meetings. Participation in these events allows CAN to build relationships and raise
awareness among local businesses. The Local Enterprise Agency (2021) notes that 75% of business
owners find face-to-face interactions crucial for building trust and strengthening local business
networks. These interactions will be instrumental in establishing CAN as a valuable partner within the
community.
Moreover, CAN will develop and distribute case studies and white papers showcasing successful
partnerships with businesses and the impact of their contributions. The Harvard Business Review
(2022) underscores that 65% of business decision-makers are influenced by case studies that present
tangible results and success stories. These materials will be shared through email marketing and
industry-specific publications to enhance reach and engagement, thereby attracting potential business
partners.
2. Act
The "Act" stage aims to encourage businesses to engage with CAN’s opportunities for partnership and
support. Converting initial interest into active engagement requires clear communication and
compelling value propositions.
CAN will create targeted proposals and partnership packages tailored to the specific needs and
interests of businesses. These packages will outline potential benefits for the business, such as
enhanced CSR profiles and community impact. McKinsey & Company (2022) reports that 72% of
businesses are more likely to engage in partnerships when presented with clear, mutually beneficial
opportunities. By highlighting how a partnership with CAN can enhance a business’s CSR profile and
contribute to local community development, CAN can effectively drive engagement.
Additionally, CAN will host informational webinars and workshops for business leaders to discuss
potential partnerships and CSR opportunities. HubSpot (2023) indicates that webinars have a 61%
success rate in engaging business audiences by providing valuable insights and fostering direct
communication. These events will allow CAN to present its value proposition directly to decision-
makers, increasing the likelihood of partnership.
Personalized outreach, including one-on-one meetings and tailored presentations, will further
encourage businesses to explore partnership opportunities. Research from the Chartered Institute of
Marketing (2021) suggests that personalized communication increases business engagement by 47%,
making it a crucial element in building strong business relationships and fostering commitment.

3. Convert
The "Convert" stage focuses on turning interested businesses into committed partners and sponsors.
Effective conversion strategies are essential for formalizing partnerships and securing support.
CAN will leverage personalized proposals and detailed partnership agreements to formalize
collaborations. Clearly outlining the terms of engagement, expected outcomes, and mutual benefits
will facilitate conversions. According to Business in the Community (2021), 68% of businesses are
more likely to commit to partnerships when presented with well-structured agreements that ensure
clarity and commitment from all parties involved.
Additionally, CAN will provide ongoing support and recognition for business partners to reinforce
their commitment. This can include featuring partners in promotional materials, acknowledging their
contributions in press releases, and offering exclusive networking opportunities. Research by the CSR
Journal (2022) shows that 74% of businesses maintain partnerships when they receive regular
recognition and see tangible results from their involvement. By tracking and demonstrating the impact
of business contributions through regular reports and feedback, CAN can sustain business engagement
and encourage continued support.
4. Engage
The final stage, "Engage," focuses on maintaining ongoing engagement with business partners and
encouraging long-term involvement in CAN’s initiatives. Sustained engagement is vital for building
lasting relationships and fostering continuous support.
CAN will implement a comprehensive partner engagement program that includes regular updates,
recognition events, and networking opportunities. Providing consistent communication about the
impact of their contributions and opportunities for further involvement will help maintain business
interest and commitment. The Harvard Business Review (2023) points out that regular engagement
increases partner retention by 63%, highlighting its importance for sustaining long-term business
relationships.
Additionally, CAN will create a dedicated partner portal where businesses can access updates, reports,
and exclusive content related to their contributions. According to Deloitte (2022), 69% of businesses
are more engaged when they have easy access to information and resources through dedicated portals.
This platform will serve as a central hub for communication and resource sharing, enhancing ongoing
engagement.
Feedback mechanisms will be employed to gather insights from business partners about their
experiences and areas for improvement. Pew Research Center (2023) emphasizes that 58% of
businesses value feedback as a critical component of effective partnerships, helping to refine
collaboration strategies and ensure that partnerships continue to meet the needs and expectations of
both parties.
Having established a comprehensive strategy using the RACE framework to enhance engagement
with both individual and business segments, Compass Advocacy Network (CAN) is well-positioned
to implement these plans. The next phase involves translating these strategic objectives into
actionable steps. The forthcoming section on Tactics will detail the specific actions, resources, and
initiatives required to operationalize the strategies effectively, ensuring that CAN's goals are achieved
with precision and impact.

3.4. TACTICS

Tactics within the SOSTAC model are the specific actions and initiatives that are implemented to
execute the strategies devised to achieve strategic objectives. According to the SOSTAC framework,
tactics are detailed plans that determine how strategies will be carried out effectively. They involve
decisions on resource allocation, channel selection, content creation, and specific campaigns that will
drive the overall strategy (Chaffey, 2020). Tactics bridge the gap between strategic planning and
operational execution, focusing on the practical aspects of implementation. This involves selecting the
right mix of channels, crafting compelling messages, and deploying resources efficiently to achieve
the desired outcomes (Smith, 2022). The effectiveness of tactics is evaluated through key performance
indicators (KPIs) that measure how well these actions contribute to achieving the set objectives.
In this context, the promotions aspect of the 4Ps framework—Product, Price, Place, and Promotion—
will be utilized to develop effective tactics for Compass Advocacy Network (CAN). Promotion
involves a range of activities designed to communicate with target audiences, build awareness,
generate interest, and drive engagement (Kotler et al., 2016). For CAN, which focuses on advocating
for individuals with learning disabilities, leveraging promotional tactics is crucial for enhancing
visibility, fostering trust, and driving support.
3.4.1 Tactics for the Individual Segment
Social Media Advertising
To develop an effective social media advertising strategy for Compass Advocacy Network (CAN), it
is crucial to integrate a structured posting plan with specific content types, drawing on established
research and best practices in digital marketing. As of early 2024, there are approximately 4.9 billion
social media users globally, representing nearly 63% of the global population (Statista, 2024). This
vast audience underscores the importance of a well-planned social media strategy to maximize
engagement and impact.
Research indicates that maintaining a consistent posting schedule is essential for sustaining visibility
and interaction. For CAN, the plan will involve posting content on Facebook and Instagram three
times per week. This frequency aligns with best practices in social media marketing, as brands posting
at least three times a week can see a 72% increase in engagement compared to those posting less
frequently (Hootsuite, 2024). Additionally, consistent posting helps to maintain audience interest and
drive long-term engagement (Statista, 2024). On average, social media users spend about 2.5 hours
per day on social media platforms, highlighting the potential for increased interaction with regular,
high-quality content (Statista, 2024).
Posts will be timed based on peak engagement periods. Facebook posts will be scheduled for between
1-3 PM on weekdays, a time that experiences a 32% increase in engagement rates (Statista, 2024).
Instagram content will be posted from 7-9 PM, during which posts see a 25% higher interaction rate
(Statista, 2024). These timing recommendations are supported by industry insights that highlight
optimal periods for user interaction on these platforms (HubSpot, 2024).
The content strategy will incorporate various types of posts to engage different segments of CAN's
audience effectively. Impact stories and testimonials will be a core element of the content plan.
Research shows that emotional and relatable content such as personal stories can increase trust and
engagement by 60% in nonprofit marketing (Bernhardt, 2023). Infographics will be utilized to convey
complex information and statistics about learning disabilities in a visually appealing manner.
Infographics have been shown to increase engagement by 70% and improve comprehension (Harris,
2023).
Educational videos will also play a significant role in the content strategy. Video content is highly
engaging, with studies indicating that videos generate 1200% more shares than text and images
combined (Smith, 2022). These videos will include expert interviews, event highlights, and practical
tips, adding value while positioning CAN as a thought leader.
To drive engagement and action, each post will include clear and compelling calls to action (CTAs).
Effective CTAs are crucial for converting engagement into tangible actions. Research by Kotler et al.
(2016) suggests that well-designed CTAs can increase click-through rates by up to 40%, contributing
to achieving organizational goals.
Educational Webinars
To engage and educate the target audience effectively, Compass Advocacy Network (CAN) will host
educational webinars on topics related to learning disabilities and advocacy. As of 2024,
approximately 73% of organizations utilize webinars as part of their marketing and educational
strategies, highlighting their widespread adoption and effectiveness (Statista, 2024). Webinars offer a
valuable platform for delivering high-quality content and engaging participants through live
interactions, thereby positioning CAN as a thought leader in its field (Contrast, 2024).
Webinars will be scheduled mid-week, specifically on Tuesdays, Wednesdays, or Thursdays, and
during late mornings or early afternoons (10 AM - 2 PM). Research indicates that webinars scheduled
during these times experience up to a 60% increase in live attendance compared to other times
(Contrast, 2024; Shen, 2024). This timing avoids the Monday rush and Friday wind-down, optimizing
participation and engagement.
Engagement during webinars can be significantly enhanced by incorporating interactive elements
such as live Q&A sessions and polls. These features have been shown to increase participant
interaction by up to 70%, helping to maintain interest and involvement throughout the session
(Webinar Ninja, 2024). The optimal length for educational webinars is between 45-60 minutes, as this
duration effectively balances content delivery and audience retention (Gartner, 2023).
Furthermore, webinars have an average conversion rate of 20-30% for attendees who take subsequent
actions such as signing up for additional content or making donations, demonstrating their
effectiveness in driving further engagement (HubSpot, 2023). By delivering valuable content and
fostering interactive participation, CAN’s webinars will build credibility and trust with potential
supporters, contributing to its mission of advocacy and education.
Email Marketing Campaigns
Compass Advocacy Network (CAN) will leverage targeted email marketing campaigns to maintain
ongoing communication with its audience. As of 2024, there are approximately 4.6 billion email users
globally, highlighting the vast reach and potential impact of email marketing (Statista, 2024).
Personalized emails are particularly effective, with open rates increasing by 26% and click-through
rates improving by 14% compared to non-personalized messages (Epsilon, 2023). This demonstrates
the value of tailoring content to the recipient's interests and behaviors.
The email marketing strategy will involve sending personalized emails that highlight recent activities,
success stories, and opportunities for involvement. Regular newsletters will be dispatched on
Tuesdays and Thursdays, with emails sent between 8 AM and 10 AM. This timing is optimal, as
emails sent during these periods generally achieve higher open and click-through rates, avoiding the
overload of Monday emails and the distractions of Friday (Campaign Monitor, 2023).
The average open rate for email marketing campaigns across all industries is about 21.5%, providing a
benchmark for evaluating engagement (Mailchimp, 2024). Moreover, email marketing demonstrates a
high return on investment (ROI), with an average ROI of $42 for every $1 spent, underscoring its
cost-effectiveness (Litmus, 2024). Given that approximately 46% of all email opens occur on mobile
devices, ensuring that emails are mobile-friendly is crucial for engaging a significant portion of the
audience (Litmus, 2024).
By implementing these strategies, CAN will enhance engagement rates, strengthen relationships with
supporters, and effectively communicate its mission and achievements.
Testimonials and Case Studies
To effectively persuade potential donors and supporters, Compass Advocacy Network (CAN) will
prominently feature testimonials and case studies showcasing the impact of its services.
Approximately 72% of consumers trust online reviews and testimonials as much as personal
recommendations, making these elements crucial for building credibility and influencing engagement
(BrightLocal, 2023). Incorporating real-life success stories through testimonials and case studies can
increase conversion rates by up to 34%, as they provide tangible evidence of the organization's
effectiveness and value (HubSpot, 2023).
These testimonials and case studies will be prominently displayed on CAN’s website, in social media
posts, and in email newsletters. Testimonial placement on landing pages or near calls-to-action
(CTAs) can enhance conversion rates by up to 30%, highlighting the strategic importance of their
positioning (Unbounce, 2023). Additionally, featuring video testimonials can significantly boost
engagement and conversions, with an increase of up to 80% compared to text-based testimonials.
Video testimonials offer a dynamic and personal touch that helps to better connect with the audience
(Wistia, 2024).
Interactive content, such as quizzes and surveys, will further engage users and facilitate a deeper
consideration of support options. According to research, 70% of B2B buyers consume case studies as
part of their decision-making process, indicating their effectiveness in showcasing impact through
detailed, real-life examples (Content Marketing Institute, 2024). By effectively utilizing these
strategies, CAN will be able to demonstrate its value to potential supporters and enhance its outreach
efforts.
Optimizing Donation Pages
To maximize contributions, Compass Advocacy Network (CAN) will focus on optimizing its
donation pages to ensure a user-friendly experience. Research indicates that well-optimized donation
pages can lead to conversion rate improvements of up to 50% by enhancing the user experience and
clearly communicating the impact of donations (Nonprofit Tech for Good, 2024). A simple, clean
design is crucial, as donation pages with straightforward layouts can achieve a 21% higher conversion
rate compared to more complex or cluttered designs (Case Foundation, 2023).
Given that approximately 30% of online donations are made via mobile devices, ensuring that
donation pages are fully optimized for mobile is essential (Charity Navigator, 2024). Mobile-
responsive designs facilitate a smoother donation process, making it easier for users to contribute
from their smartphones or tablets. Additionally, clearly displaying the impact of donations—such as
through visuals or specific examples—can increase average donation amounts by up to 25%, as
donors are more likely to give generously when they understand the value of their contributions
(Network for Good, 2024).
The effectiveness of donation pages is also significantly influenced by the presence and prominence
of compelling calls to action (CTAs). Pages with strong CTAs can see conversion rate increases of up
to 28%, guiding users through the donation process and emphasizing the importance of their support
(Blackbaud, 2024). Aligning donation campaigns with key calendar events, such as Giving Tuesday
or Disability Awareness Month, can further boost donations by up to 40%, leveraging increased
public interest and engagement during these high-traffic periods (Nonprofit Tech for Good, 2024).
By implementing these strategies, CAN will enhance the effectiveness of its donation pages, making
it easier for supporters to contribute and better showcasing the impact of their generosity.
3.4.2 Tactics for the Business Segment
LinkedIn Advertising and Content Sharing
For the business segment, LinkedIn will be utilized for targeted advertising and content sharing. CAN
will run LinkedIn ads to reach businesses and decision-makers interested in CSR initiatives and
partnerships. Sponsored content and InMail campaigns will highlight CAN’s impact and the benefits
of partnership (Harvard Business Review, 2022). Regular content sharing, including case studies and
reports on successful business collaborations, will enhance CAN’s visibility among corporate
audiences. With over 950 million members globally, LinkedIn provides a substantial platform for
reaching a professional audience (Statista, 2024). Content shared on LinkedIn generates a 2.5 times
higher engagement rate compared to other social media platforms, making it an effective channel for
reaching and interacting with business leaders (LinkedIn, 2024).
LinkedIn advertising and content sharing will be scheduled for mid-week, specifically on Tuesdays
and Wednesdays. LinkedIn’s own research shows that these days are optimal for business-related
engagement, as professionals are most active during these times (LinkedIn Marketing Solutions,
2023). Ads will be scheduled early in the morning (7 AM - 9 AM) and early afternoon (12 PM - 2
PM) to capture users during peak engagement periods. On average, LinkedIn users share content 20
times more than users on other platforms, underscoring the importance of leveraging this high sharing
rate to maximize reach and impact (Statista, 2024). By optimizing ad timing and content strategy,
CAN will effectively engage with its target business audience and promote its initiatives.
Business-Focused Lead Magnets
To attract businesses to subscribe to CAN’s newsletter, lead magnets such as CSR strategy guides and
partnership case studies will be offered. These resources will be promoted through LinkedIn ads and
targeted outreach, with sign-up forms integrated into business-focused pages of the website. Offering
valuable resources tailored to businesses is an effective strategy for increasing sign-ups. Research
shows that 72% of B2B marketers report that lead magnets are highly effective in generating quality
leads (HubSpot, 2024). Furthermore, providing high-value content such as CSR strategy guides and
case studies can boost lead conversion rates by up to 30% (Content Marketing Institute, 2023).
Lead magnets will be promoted starting on Mondays. Nielsen (2023) suggests that Monday is an
effective day for launching new content because businesses are planning their week and are more
receptive to new resources. Indeed, studies indicate that newsletters sent at the beginning of the week
have a 21% higher open rate compared to those sent later in the week, as professionals are more likely
to engage with new content when setting their weekly priorities (Campaign Monitor, 2023). By
strategically timing the promotion of lead magnets and integrating them into a well-planned outreach
strategy, CAN can enhance its ability to attract and convert business leads effectively.
Corporate Storytelling
CAN will implement a corporate storytelling campaign to emphasize the impact of corporate
donations and partnerships. This initiative will involve sharing impact reports, testimonials from
business partners, and case studies of successful collaborations. These stories will be promoted
through LinkedIn ads and email marketing to build strong relationships with corporate supporters and
encourage further contributions (Path Finders, 2024). Leveraging LinkedIn's substantial user base of
over 950 million professionals (Statista, 2024) and its 2.5 times higher engagement rate compared to
other social media platforms (LinkedIn, 2024), CAN will effectively reach business decision-makers
and influencers.
The corporate storytelling campaign will align with key business events and industry conferences to
maximize relevance and impact. Posting these stories mid-week, particularly on Tuesdays and
Thursdays, is ideal for capturing attention during high-engagement periods. Studies show that these
days are optimal for business-related content, as professionals are more active and engaged during
these times (LinkedIn Marketing Solutions, 2023). Furthermore, integrating these stories into email
marketing campaigns, which have a 21% higher open rate when sent at the beginning of the week
(Campaign Monitor, 2023), will enhance visibility and encourage interaction. This strategic timing
ensures that corporate supporters receive and engage with the content when they are most likely to act
on the information provided.

3.5. ACTION

Phase Segment Action Department Timeline Rationale

Phase One – Individual Launch Marketing Sept 2024 – Targeting
To Increase targeted social Nov 2024 specific
Brand media ads on demographics
Awareness Facebook and like parents
Instagram. and educators
on social
media is
effective for
increasing
awareness
(Dehghani &
Tumer, 2015).
Business & Create and Content Start; Sept Content
Individual share content Creation 2024 & marketing
such as blog Team Ongoing enhances
posts, visibility and
infographics, authority,
and videos. making it a
critical tactic
 for nonprofits
(Rowley,
2010).
Phase Two – Individual Host Training & Oct 2024 – Webinars are
Enhance educational Development Dec 2024 proven to build
Engagement webinars on trust and
learning credibility,
disabilities leading to
and advocacy. increased
engagement
(Contrast,
2024).
Business Send Marketing Oct 2024 – Email
personalized Jan 2025 marketing
email helps maintain
campaigns ongoing
highlighting communication
CAN’s and
impact. strengthens
supporter
relationships
(Campaign
Monitor, 2023.
Phase Three – Individual Optimize Fundraising Dec 2024 – Optimizing
Drive donation Feb 2025 donation
Donations pages and processes
implement improves
social media conversion
fundraising rates and user
campaigns. experience
(Redjebov,
2024).
Business Share Public Nov 2024 – Real-life
testimonials Relations Feb 2025 success stories
and case are persuasive
studies on the in
website and demonstrating
social media. value and
encouraging
donations
(Jansen, 2012).
Phase Four - Business Distribute Corporate Nov 2024 – Offering
Expand lead magnets Relations Feb 2025 valuable
Corporate like CSR resources like
Partnerships strategy CSR guides
guides to increases the
attract likelihood of
business sign- business
ups. engagement
and newsletter
sign-ups
(Nielsen,
2023).
Run LinkedIn LinkedIn is
 ads targeting highly
CSR effective for
managers and B2B
business marketing,
decision- especially for
makers. targeting
corporate
partnerships
(Harvard
Business
Review, 2022).
Table 2. CAN’s Action Plan
The action plan for Compass Advocacy Network (CAN) is strategically structured around key
objectives that represent different phases of the comprehensive plan to boost the organization's digital
presence. Each phase focuses on a particular goal, ensuring a systematic approach to achieving CAN's
overall mission.
Phase 1: Increase Brand Awareness
The first phase of the action plan aims to enhance brand visibility by launching targeted social media
ads on platforms like Facebook and Instagram. This initiative, managed by the Marketing department,
will occur in the first three months. The rationale behind this is supported by research showing that
social media platforms are highly effective for reaching specific demographics, such as parents,
educators, and healthcare professionals, who are crucial to CAN's mission (Dehghani & Tumer,
2015). Additionally, creating and sharing content, such as blog posts, infographics, and videos, will be
an ongoing effort. This content marketing strategy is essential for establishing CAN’s authority in the
field and expanding its reach, as consistent content distribution is critical for maintaining visibility
and engagement (Rowley, 2010).
Phase 2: Enhance Engagement
The second phase focuses on deepening engagement with CAN's audience. This will be achieved
through educational webinars hosted by the Training & Development department, scheduled for
months two to four. Webinars provide a platform for CAN to deliver valuable information and
establish itself as a thought leader, which is crucial for building trust and credibility with potential
supporters (Chaffey & Ellis-Chadwick, 2019). Complementing this, the Marketing department will
also send personalized email campaigns from months two to five. These campaigns are designed to
maintain ongoing communication and strengthen relationships with supporters, leveraging the proven
effectiveness of email marketing in enhancing engagement rates (Chaffey & Ellis-Chadwick, 2019).
Phase 3: Drive Donations
The third phase of the action plan is centered on increasing donations, a critical component for CAN’s
sustainability and growth. The Fundraising department will focus on optimizing donation pages and
implementing social media fundraising campaigns between months four and six. Research indicates
that improving the user experience on donation platforms can significantly boost conversion rates,
making this a key tactic in the action plan (Redjebov, 2024). Moreover, sharing testimonials and case
studies through the website and social media will also occur during this phase. These real-life success
stories are compelling tools for persuading potential donors by vividly demonstrating the impact of
CAN's work (Jansen, 2012).
Phase 4: Expand Corporate Partnerships
The final phase targets the expansion of corporate partnerships, a vital aspect of CAN’s strategic
growth. Managed by the Corporate Relations department, this phase involves running LinkedIn ads to
reach CSR managers and business decision-makers from months three to six. LinkedIn is recognized
as a powerful platform for B2B marketing, particularly in targeting corporate audiences for
partnership opportunities (Harvard Business Review, 2022). Additionally, lead magnets such as CSR
strategy guides will be distributed to attract business sign-ups. Providing valuable resources tailored
to businesses increases the likelihood of engagement, making this tactic integral to CAN’s efforts to
forge and deepen corporate relationships (Nielsen, 2023).
Budget Allocation Plan
Given the total budget of £150, the focus will be on maximizing reach and engagement through cost-
effective digital marketing strategies. The primary investment will be in social media advertising and
content creation, with unpaid collaborations being pursued as an organic growth strategy. However,
implementing an effective SEO strategy with a limited budget can indeed pose significant challenges
for the organization (Sen, 2005). To address this, CAN will leverage strategic fundraising methods
alongside targeted marketing tactics, thereby mitigating the financial constraints associated with SEO.
Social Media Advertising
£100 of the budget will be allocated to social media advertising, specifically on platforms like
Facebook and Instagram. These platforms are chosen because they offer highly targeted advertising
options, allowing CAN to reach specific demographics based on interests, behaviors, and geographic
location. Social media advertising is a cost-effective way to increase visibility and engagement, and
even a modest budget can yield significant returns in terms of impressions and user interaction. By
allocating £100 to this area, CAN can create a series of targeted ads aimed at driving traffic to its
website, increasing social media followers, and encouraging donations or volunteer sign-ups. This
approach is essential for achieving the organization's immediate objectives, particularly in terms of
increasing brand visibility and engagement (Kaplan, 2021).
Content Creation and Social Media Management
The remaining £50 will be dedicated to content creation and social media management. High-quality
content is crucial for engaging CAN’s audience and maintaining a consistent brand presence across
digital platforms. With this budget, CAN can invest in affordable content creation tools such as Canva
Pro, which allows for the design of professional graphics, videos, and other visual content. This
allocation ensures that CAN can produce compelling and visually appealing materials that resonate
with its audience, increasing the likelihood of organic shares and interactions. Content creation is a
vital component of the overall strategy, as well-crafted posts and visuals are more likely to capture
attention and drive user engagement, further amplifying the reach of CAN’s message without
additional costs (Chaffey, 2020).
Fundraising and SEO Strategy
While the budget limits direct investment in SEO, CAN will focus on securing financial support
through donations to fund future SEO efforts. This will involve utilizing various tools identified under
the organization’s tactics, such as email marketing, content marketing, and Corporate Social
Responsibility (CSR) initiatives, to engage potential donors effectively (Gaynor and Gimpel, 2021).
These strategies not only facilitate the necessary funding but also enhance the organization’s visibility
and credibility within the community. By strategically combining fundraising efforts with targeted
marketing tactics, CAN aims to create a sustainable model that supports its SEO endeavors despite
budget constraints. This approach aligns with the broader objective of building long-term digital
marketing success through a balanced mix of marketing activities and fundraising initiatives (Sen,
2005).
Unpaid Collaborations and Influencer Partnerships
Although unpaid, collaborations and partnerships with influencers or like-minded organizations will
play a significant role in CAN's strategy. By leveraging relationships with individuals or groups who
have a substantial following, CAN can extend its reach and credibility without direct financial outlay.
These collaborations are pursued strategically to align with CAN’s brand values and messaging, thus
enhancing the impact of its campaigns through trusted and influential voices. While no budget is
allocated directly to these activities, they remain a key component of the overall strategy due to their
potential to generate organic growth and engagement at no additional cost (Ryan, 2017).
By focusing most of the budget on social media advertising and content creation, CAN is well-
positioned to achieve its objectives of increasing brand visibility and engagement. The emphasis on
unpaid collaborations and partnerships complements these efforts by providing additional avenues for
organic growth. Furthermore, by leveraging strategic fundraising methods alongside targeted
marketing tactics, CAN can secure the necessary financial support for future SEO efforts, ensuring a
sustainable approach to digital marketing even within the constraints of a limited budget. This strategy
ensures that CAN’s limited budget is spent efficiently, prioritizing activities that offer the greatest
potential return in terms of audience reach and engagement (Kaplan, 2021; Chaffey, 2020).
To ensure that the strategy is on track and objectives are being met, a robust control system is
essential. The control phase will involve ongoing monitoring and evaluation of key performance
indicators (KPIs) such as social media engagement rates, website traffic, and conversion metrics. By
regularly reviewing these metrics, CAN can adjust its tactics in real-time, ensuring that the campaign
remains effective and responsive to changing conditions. This proactive approach to control will
enable CAN to maximize the impact of its digital marketing activities, making the most of the
resources available and continuously improving its strategies based on data-driven insights (Chaffey,
2020).

3.6. CONTROL
The Control phase within the SOSTAC model is a critical element in ensuring that CAN’s strategic
objectives are effectively achieved. It serves to continuously monitor progress, identify any deviations
from expected outcomes, and implement corrective actions where necessary (Chaffey & Smith, 2017).
The dynamic nature of digital marketing, characterized by rapidly changing consumer behaviour and
technological advancements, necessitates a rigorous control mechanism to maintain strategic
alignment (Kotler et al., 2018). Effective control mechanisms allow organizations to not only track
performance but also to respond swiftly to external changes, which is essential for adapting to
unforeseen challenges and optimizing ongoing efforts in real-time (Kingsnorth, 2019). As Drummond
and Ensor (2020) note, continuous monitoring is vital in environments where market conditions and
consumer preferences can shift quickly, potentially impacting the effectiveness of established
strategies. Therefore, implementing a robust control process is not merely about tracking performance
but also about ensuring that CAN can pivot its strategies when necessary to capitalize on new
opportunities or mitigate emerging risks.
Key Performance Indicators (KPIs) are integral to this phase, serving as measurable benchmarks
that directly correlate with the strategic objectives set out by CAN. For instance, in the pursuit of
enhancing brand awareness, social media engagement rates, such as the number of likes, shares, and
comments, alongside an increase in follower count, are essential indicators. These metrics, tracked
through platforms like Facebook Insights and Instagram Analytics, provide real-time feedback on the
resonance of CAN’s messaging with its audience. High engagement rates signify that the content is
both relevant and compelling, effectively contributing to the goal of increasing brand awareness by
40% within three months. The importance of these KPIs lies in their ability to provide actionable
insights, enabling CAN to adjust content strategies swiftly to maximize impact (Kotler et al., 2018).
Furthermore, the use of engagement metrics as a proxy for brand awareness is supported by research
indicating that higher engagement often correlates with increased visibility and brand recall among
target audiences (Chaffey & Smith, 2017; Ryan, 2017).
In assessing the success of the website traffic objective, which aims for a 50% increase within six
months, the number of website visits, page views, and unique visitors are pivotal metrics. Tools such
as Google Analytics offer deep insights into these metrics, revealing not just the volume of traffic, but
also user behaviour patterns like bounce rates and session durations. This data is crucial for
understanding how well digital advertising and content strategies are driving traffic to the website.
Furthermore, the ability to track unique visitors provides a clear indication of the campaign’s success
in attracting new users, which is vital for sustained growth (Patel, 2019). Monitoring these metrics
regularly allows for the identification of potential issues, such as high bounce rates, which may
indicate problems with the website’s user experience or content relevance. As highlighted by
Kingsnorth (2019), understanding user behaviour through analytics is essential for refining digital
strategies to improve engagement and conversion rates.
Similarly, the effectiveness of email marketing tactics is measured by tracking the number of new
email subscribers, as well as email open rates and click-through rates (CTR). These KPIs are
monitored using platforms like Mailchimp and HubSpot, which provide detailed analytics on
subscriber behaviour. A 30% increase in email subscriptions within four months is an ambitious target
that requires ongoing optimization of lead magnets, CTAs, and email content. Open rates and CTRs
are particularly important as they reflect the quality and relevance of the email content being delivered
to the audience. High open rates suggest that the subject lines are compelling, while a strong CTR
indicates that the content is engaging enough to drive further interaction. These metrics ensure that
CAN’s email marketing efforts are effectively converting site visitors into engaged subscribers, a key
component of its broader digital strategy (Miller, 2020). Moreover, as noted by Ellis-Chadwick and
Doherty (2012), consistent monitoring and adjustment of email marketing campaigns based on these
KPIs can significantly enhance audience engagement and conversion outcomes.
The ultimate measure of success for CAN’s digital strategy, particularly in relation to online
donations, is captured through metrics such as the total donation amount, the number of individual
donors, and the average donation size. These indicators are tracked using fundraising platform
analytics and Google Analytics, which can follow the donor journey from initial contact to final
donation. A 35% increase in online donations within five months is a critical objective, as it directly
impacts CAN’s ability to fund its advocacy initiatives. Monitoring these metrics allows for the
optimization of the donation process, such as simplifying donation forms or providing multiple
payment options, thereby improving conversion rates. Additionally, analysing the average donation
size helps CAN identify the most generous segments of its audience, enabling more targeted and
effective fundraising campaigns (Hershberger, 2018). As Hershey and Cober (2017) argue,
understanding donor behaviour through these metrics can significantly enhance the effectiveness of
fundraising strategies by allowing for more personalized and impactful outreach.
The frequency of monitoring these KPIs is strategically determined to balance the need for timely
insights with the practicalities of data analysis. Social media metrics and website traffic are reviewed
weekly, allowing for quick identification of trends and enabling immediate corrective actions. For
instance, if a social media post underperforms, the content strategy can be adjusted for subsequent
posts to better engage the audience. This frequent review process is crucial for maintaining
momentum and ensuring that short-term tactical decisions align with long-term strategic goals. On the
other hand, email subscription growth and donation metrics are assessed monthly. Given that these
metrics often reflect longer-term trends, a monthly review allows for a more comprehensive analysis
and strategic adjustments, such as refining email content or modifying the timing and messaging of
donation appeals. As discussed by Drummond and Ensor (2020), regular monitoring and periodic
strategic reviews are essential practices in ensuring that marketing efforts remain aligned with
organizational goals and responsive to environmental changes.
To ensure continuous alignment with strategic objectives, CAN conducts quarterly strategic reviews
based on the collected data. This structured approach allows CAN to assess whether its current
strategies are effectively meeting its objectives and to identify areas where tactical adjustments may
be necessary. For example, if website traffic is increasing but email subscriptions are not, this may
indicate a need to improve conversion mechanisms like CTAs or landing page designs. The ability to
make such adjustments based on real-time data is essential for maintaining the effectiveness of CAN’s
digital marketing strategy. Research by Ryan (2017) supports this approach, emphasizing that
strategic reviews grounded in robust data analysis are key to optimizing digital marketing efforts and
achieving long-term success.
In conclusion, the Control phase within the SOSTAC framework is vital for ensuring that CAN’s
digital marketing efforts are both effective and adaptable to the ever-changing digital environment
(Chaffey & Smith, 2017). By establishing clear KPIs, setting appropriate monitoring frequencies, and
committing to regular strategic reviews, CAN can ensure that its objectives are met and that any
deviations are promptly addressed (Chaffey & Smith, 2017). This systematic approach to control not
only maximizes the impact of current strategies but also builds a foundation for long-term success,
allowing CAN to achieve its mission through targeted and efficient digital marketing efforts (Kotler et
al., 2018).

4. RECOMMENDATIONS AND CONCLUSION

To further enhance CAN’s digital marketing strategy, it is recommended that the organization adopt a
more data-driven approach to campaign optimization and audience engagement. Specifically, the use
of advanced analytics tools, such as predictive analytics and machine learning algorithms, should be
considered to better anticipate audience behaviour and optimize content in real time. Predictive
analytics allows organizations to forecast future trends based on historical data, enabling more
informed decision-making and proactive strategy adjustments (Jain, 2021). This proactive approach is
crucial in a digital landscape where consumer preferences and behaviours can shift rapidly, often
rendering reactive strategies less effective (Hootsuite, 2023).
In addition to enhancing analytical capabilities, CAN should consider integrating more personalized
marketing techniques into its strategy. Personalization has been shown to significantly increase
engagement rates, as it allows organizations to deliver content that is directly relevant to the
individual preferences and behaviours of their audience (Kotler & Keller, 2016). By utilizing data
from email subscriptions, website interactions, and social media engagement, CAN can create more
tailored content that resonates with specific audience segments. This could involve segmenting email
lists based on donor behaviour, customizing social media content to reflect the interests of different
follower groups, or dynamically adjusting website content based on user interactions. The
effectiveness of personalized marketing is supported by research, which indicates that consumers are
more likely to engage with and respond positively to content that is relevant to their specific needs
and interests (HubSpot, 2022).
Moreover, it is recommended that CAN places a stronger emphasis on continuous learning and
adaptation within its digital marketing team. Given the fast-paced nature of digital marketing, ongoing
training and professional development should be prioritized to ensure that the team remains adept at
utilizing the latest tools and techniques. Investing in team development through regular participation
in webinars, industry conferences, and certifications in areas such as SEO, social media marketing,
and data analytics will equip the team with the necessary skills to navigate the complexities of digital
marketing (Drummond & Ensor, 2019). Continuous learning is essential for staying competitive in an
industry where trends and best practices are constantly evolving (Chaffey, 2020).
In conjunction with these strategic enhancements, it is imperative that CAN allocate a sufficient
marketing budget to support these initiatives. A well-funded marketing budget is crucial for ensuring
that the organization can effectively execute its strategies, particularly when it comes to content
creation, digital advertising, and analytics tools. Adequate funding enables CAN to invest in high-
quality content, which is essential for engaging audiences and driving conversions (Kotler & Keller,
2016). Additionally, a sufficient budget allows for more extensive digital advertising campaigns,
which can significantly increase brand visibility and reach. Research shows that organizations that
invest adequately in their marketing budgets are more likely to achieve their objectives, as they can
implement more comprehensive and impactful campaigns (HubSpot, 2022). Therefore, ensuring that
CAN’s marketing efforts are well-resourced will be key to the success of its digital strategy.
Conclusion
In conclusion, the effective implementation of the SOSTAC model in CAN’s digital marketing
strategy has the potential to significantly enhance the organization’s ability to achieve its objectives.
The structured approach offered by SOSTAC—encompassing Situation Analysis, Objectives,
Strategy, Tactics, Action, and Control—ensures that CAN can methodically plan, execute, and refine
its digital marketing efforts. By focusing on key performance indicators such as social media
engagement, website traffic, email subscriptions, and online donations, CAN can accurately measure
its progress and make data-driven decisions to optimize its strategy (Chaffey, 2020).
The recommendations provided, including the adoption of predictive analytics, personalization,
continuous team development, and the provision of a sufficient marketing budget, are designed to
further enhance CAN’s digital marketing effectiveness. These strategies will not only help CAN meet
its immediate goals but also position the organization for long-term success in an increasingly
complex and competitive digital environment. As Jain (2021) suggests, the key to sustained digital
marketing success lies in an organization’s ability to remain agile, data-driven, and innovative,
continuously adapting to new challenges and opportunities as they arise.
Ultimately, CAN’s commitment to a well-structured and continuously optimized digital marketing
strategy will be crucial in achieving its mission. By leveraging the SOSTAC model and incorporating
the recommended enhancements, CAN can effectively engage its audience, drive higher levels of
support, and ultimately, make a greater impact in its advocacy work. As the digital landscape
continues to evolve, CAN’s proactive and adaptive approach, supported by an adequate marketing
budget, will ensure that it remains at the forefront of digital marketing excellence, thereby securing its
place as a leading organization in its field (Kaplan, 2021).

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