It's All In The...Marketing Strategy!

    

 The Children’s Hunger Alliance’s online strategy is a cross between SEO (Search Engine Optimization) and social media marketing. The organization focuses on making the site visible on many search engines (i.e. Google and Bing) by ensuring that the website’s content is constantly updated and relevant. In this way, data can be captured by conversion optimization. The organization can use a digital conversion programming application to measure how many people use certain keywords (i.e. kids hungry in Ohio) in a search engine and how many times the Children’s Hunger Alliance website appears in the results. 

     In addition, the organization focuses on their presence on popular social media platforms (i.e. Facebook and Instagram). The organization ensures that their accounts on these platforms are updated, display the organization helping the community, and builds brand awareness. 

    

 Secondly, the Children’s Hunger Alliance pairs its online strategy with the practice of multichannel marketing. Multichannel marketing has been defined as “referring to the interacting with customers using a combination of indirect and direct communication channels (“Multichannel Marketing”)." This includes websites, direct mail, email, and mobile  channels. Furthermore, these channels allow the audience or the customer to take an action to respond. This response is usually to buy a product or service or to physically or monetarily participate in the service or organization. Thus, the Children’s Hunger Alliance utilizes multichannel marketing by communicating directly with its audience through email newsletters and communicating indirectly through its website. 

     Furthermore, the organization’s business model is to help the audience (potential volunteer or donator) understand the urgency of needing to feed children in Ohio and how many children the organization have been fed. Thus, the organization’s website remains very informative; providing the audience with many articles and visuals of the need of food, how the organization is involved with feeding children, and how important it is to have volunteers and/or donators.

References

Multichannel marketing: What it is and why it matters. Retrieved July 5, 2018, from https://www.sas.com/en_us/insights/marketing/multichannel-marketing.html