Digital marketing concept for fair business – added value for our society and companies
Gemeinwohl-Ökonomie Schweiz (GWOE) strives for a social and sustainable economic system. Based on a digital marketing concept brand awareness should be increased, more members acquired, and the brand image improved. The association and the authors aimed for maximum output with minimum resources.
Sahli Pascal & Joos Benjamin, 2020
Bachelor Thesis, Verein zur Förderung der Gemeinwohl-Ökonomie Schweiz (GWOE)
Betreuende Dozierende: Marcel Verhoeven
Keywords: Digital Marketing, Online Marketing, NPO, economic system, Social Media, Association, Communication, Slogan
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Based on a new digital marketing concept, GWOE aims to increase brand awareness, improve their image and acquire more members. The association is based on voluntary work. Thus, human and financial resources are restricted. GWOE already operates social media channels, a homepage, a newsletter and so on. However, coherency, professionalism and a real concept was missing. This resulted in unsatisfying brand awareness and in an insufficient member growth rate in Switzerland.
The authors executed expert interviews with interviewees from different fields of expertise. A social media analysis and a keyword analysis on Google and Ecosia were conducted. Furthermore, desk research provided an overview and an increased understanding whereby several theories were applied. In collaboration with the client, we prioritized the analysis and processing of certain topics and issues of the project. The authors were in regular contact with their clients and their supervisor. Due to the size and the complexity of the entire topic, open and periodical communication was crucial.
The authors developed a digital marketing plan including additional recommendations that are not digital but complement the marketing communication strategy. We analyzed and made specific, convertible recommendations regarding social media, search engine optimization, search engine advertising, e-mail marketing, content marketing, wording & general appearance and the homepage for the digital marketing concept. Moreover, we submitted practical recommendations based on our used methodologies for media presence, offline marketing, new slogans and generated a list each for potential new members and for partners.
Finally, it can be stated that the main goals of this bachelor thesis were achieved, and additional recommendations were successfully transmitted. Based on these results, GWOE will be able to gradually improve their marketing strategy and reach their goals.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation