[Business Communication]

Report
Marketing Analysis spring ‘12
Center for Visdom og Medfølelse
by Thor Kristiansen
Grow
Share
(All)
(board)
Understand
Website
(analyze)
•Visitor Trend
•Referrals
•Newsletter Sign-ups
Social
•FB page/group member trend
“Measuring Is Planning’s Other Half
What gets measured gets done. Set measurable goals,
keep accurate records and celebrate successes.”
Nancy Ostler, Senior External Relations Representative
Newmont Mining Corporation
Follow-up survey
•Membership
•CVM Online
•CVM Experience
•Program
Retreat
Members
Walk-ins
Social &
Viral
Direct
Marketing
PR
CVM
SEO
Workshop
Survey
Strategy
Tactics
Google
analytics
Analysis
Marketing plan
Step by
Step
Plan
Implementation
·
·
·
Retreat
Market
Penetration
·
·
·
Traditional
More traditional practices
Longer retreats
Finding new uses/topics for
retreats
Advertise new uses/topics
Advertise on new channels
Benefits for high
participation
Study Program
·
Product
Development
Mindfulness
·
New / different study
programs
New / different ways of
practicing mindfulness
GOOGLE ANALYTICS PRE-ANALYSIS
1200
60
1100
50
1000
40
900
30
800
20
700
600
1
visitors
new visits
Forecast
percent new visits
Linear (Forecast)
2
10
0
3
4
5
Direkte trafik
70.000%
60.000%
Henvisningstrafik
50.000%
Søgetrafik
40.000%
30.000%
20.000%
10.000%
.000%
1
2
3
4
5
6
7
8
9 10 11 12 13 14 15 16 17
Søgetrafik
34%
Direkte trafik
31%
Henvisningstrafik
35%
visit bounce rate
60
50
40
30
20
10
0
1
2
3
4
E-SURVEY ANALYSIS
Total Started Survey:
Total Completed Survey:
How long have you been coming to CVM
68
56 (82.4%)
How often do you come to CVM
3% 2%
16%
29%
6-12 months
1-3 years
More than once per
week
4 times per month
6%
<6 months
25%
22%
Once per month
3-6 years
12%
38%
6-9 years
18%
9 years or more
Age
9%
13%
Less than once per
month
Less than once per
year
29%
What is your gender
21-29
24%
30-39
43%
40-49
22%
32%
50-59
60 or older
male
57%
female
Satisfaction with membership
Very Unsatisfied
7%
Unsatisfied
4%
Very Satisfied
59%
Satisfied
30%
Reason
Little discount
No buddhism
Unknown
Count
1
1
1
Internal Membership Potential
Not
5%
Possible
28%
”Advertise” & ”Sell” membership program
Member
67%
Ease of registration
Very difficult
3%
Very Easy
30%
Difficult
16%
Analyze and improve registration process
Easy
51%
NEW WEBSITE
Relevancy of website content
Visited new website
Completely
Dissagree
2%
No
7%
Somewhat
dissagree
4%
Somewhat
agree
23%
Fully Agree
71%
Yes
93%
Missing on site
4
3
1
About Website
About center
Audio
Powerpoints
Recommend to friends
No
5%
Yes
95%
Ease of signup (retreats/courses)
Very
difficurlt
6%
Difficult
16%
Very Easy
26%
Make sign-up “wizard”
Member of Facebook group
Easy
52%
Group
unknown
13%
No
23%
“Advertise” Facebook group
Yes
64%
STRATEGY – TACTICS - IDEAS
Online Marketing & Sales
• Social Marketing
• Channel optimizing
• SEO
Market Penetration
• New Styles
• Channels and benefits
Product Development
• New study programs
• New mindfulness practices
Easy
•Newsletter registration on website
•Promote newsletter on Facebook and Facebook group on website.
•Promote website & Facebook group at events.
• Ask your likers to "Suggest to Friends" on a monthly basis.
•CVM YouTube channel, link to FPMT/website
•Advertise for website, group, page & membership program and Facebook on center wall.
•Add “like” box to website.
•Make polls and questions on the Facebook page.
•Add links and so on with trusted authorities like HH
Ideas
•Better donation possibilities i.e. pay pal.
•Use word-tracker/Google ad words for better Meta tags.
•Optimize HTML tags
•Upload sitemap to google
• Add articles/blogs by staff/teacher to website (but only if professional)
•Add retreat photos to website (but only if professional)
•Make “5 minutes” talks for viral marketing
•Market center on relevant websites/blogs
•Analyze and improve registration process
•Make registration wizard
Discussion
•Newsletter strategy.
•Assign 1 staff member for online marketing, to fulfill marketing targets
•Build relationship with local media i.e. Identify resources
•Make press releases
•”Sell” & ”Advertise” new membership program (+ explain importance)
Retreats
• Find new uses/topics for retreats
• ”Advertise” to right channels
• ”Advertise” current retreats in new channels
• Benefits for high participation
Study
Programs &
Mindfulness
• New / different study programs
• New / different was of practicing mindfulness
SEO
• Quality Content
Workshop
Survey
Strategy
Tactics
Google
analytics
Analysis
Marketing plan
Step by
Step
Plan
Implementation

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