Who gives a craps focal target audience are aimed between 25-30 as stated in the brief, it is therefore pivotal I include content that appeals to the brands existing target audience so I can continue targeting their audience allowing me to develop an effective marketing strategy. 

It is paramount that I continue to include design elements that represent the brands image, therefore I only included a selected group of colours that reflects who gives a crap. I only used blue to highlight text that I wanted to stand out allowing me to create a visual impact with information through colours. Additionally, by using contrary fonts it also allowed me to me to create a visual hierarchy. For example, for my headline I chose Shirkhand, a bold expressive font compared to open sans light that’s design is to look neutral on digital screens. Furthermore, for my titles I used a bold accent to accentuate the text. 

The main element I wanted to incorporate throughout the blog is who gives a craps humour, as it reflects the brand and what differentiates them from competitors. Hootsuite (2018) suggested a focal element when creating an effective marketing strategy is using ‘content that shows and conveys the values of the organisation’. Humour reflects who gives a craps values as the organisation want to engage a younger audience and make reading their blog a fun experience. To capture this, I made sure to include humour throughout the blog and included multiple puns similarly to how they have written previous blogs. One of Who gives a craps main focus is on its customers, similarly Kolter (2017) and Scheafer (2017) believe that creating good content comes from showing ‘self-interest of the customer’. Therefore, my main purpose of the blog is to show interest to the customers, to ensure this I focused my blog on helping people buy valentines present whilst including multiple questions aimed at the audience to increase their engagement.

To increase the search engine optimisation I used hyperlinks, by including multiple hyperlinks, it enabled my blog to seem more important to search engines therefore increasing the ranking. Additionally, I used specific words to hyperlink, I researched what words had the highest searches on google and chose them. For example, the word scrabble only had 90,600,000 results but crossword had 161,000,000 so I chose to hyperlink crossword. I also linked back to the homepage of the website as it has the greatest link value as it includes the most backlinks further increasing my search engine optimisation. Additionally, by including links back to the website it is helping customers get to the action stage in the Aida model.

Keuse (2017) and Chaffey (2017), suggested that we should base our ‘content around our goals and objectives’, therefore the blogs primary focus is to help who gives a crap achieve their objectives through the content. To achieve a 15% increase in web traffic to their website I added multiple hyperlinks to the website to increase engagement. Furthermore, to increase engagement on their Facebook and Instagram I also used hyperlinks on the icons so they could click on the icon and it would take them straight to the social media accounts. Finally, to reach an increase in user generated content I created a call to action to encourage readers to share their toilet puns on social media.

References:

[1] Chaffey, D. & Ellis-Chadwick, F. 2016, Digital marketing, Sixth edn, PearsonEducation, Harlow.

[2] Hootsuite Social Media Management. (2018). Content Curation: A Beginner’s Guide To Curating Content. [online] Available at: https://blog.hootsuite.com/beginners-guide-to-content-curation/ (Links to an external site.).

[3] Schaefer, M.W. (2019). Marketing rebellion : the most human company wins. Schaefer Marketing Solutions.

Images references:

[1] https://www.pinterest.co.uk/pin/777715429387143035/ [Accessed: 11th February, 2021]

[2] https://www.vectorstock.com/royalty-free-vector/paper-towel-icon-pattern-seamless-background-vector-26087995 [Accessed: 12th February, 2021]

[3] https://www.pinterest.co.uk/pin/635077984953502437/ [Accessed: 12th February, 2021]

[4] https://uk.whogivesacrap.org/products/the-a-z-edition [Accessed: 13th February, 2021]

[5] https://coolmompicks.com/blog/2017/01/30/easy-valentines-day-crafts-for-kids-2017/ [Accessed: 13th February, 2021]

[6] https://twitter.com/WhoGivesACrapTP/status/1220449638022615040 [Accessed: 14th February, 2021]

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