Digital Media Audit: Calgary-based Organizations

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Assignment Instructions

Assignment 7: Digital Media Audit – 25%

1. Select one of the following Calgary-based organizations to conduct your digital media audit. Once you have selected your choice, please email your instructor your 1st and 2nd choice. Organizations will be assigned on a first come, first served basis. A maximum of three students per organization will be allowed.

Organizations:

1. Alberta Children’s Hospital Foundation

2. Boys and Girls Club (Calgary

3. Calgary Dream Centre

4. Habitat for Humanity

5. ARCS

6. Women in Need Society

7. Calgary Drop-in and Rehab Centre

8. Canadian Red Cross

9. Distress Centre

10. CUPS

11. Alberta Institute for Wildlife Conservation

12. Inn from the Cold

13. The Calgary Food Bank

14. Salvation Army

15. United Way

16. Animal Rescue Foundation

2. Conduct a digital media audit that first assesses who they are and what they are currently doing by answering the following:

a. Organizational Description – What does the organization do, what do they make/provide, how long have they been in business? How large is the organization? Do they have locations outside of Calgary? This should be a brief description of less than 250 words.

b. Identify and Analyze Current Digital Communications – Describe the current digital communications tools used by your organization (website, social media, mobile, blog, podcasts, etc.). Analyze how the organization is using their selected tools. Describe why you think this is a multi-channel or omni-channel approach. Let’s move to the analyze phase:

3. Content Marketing – Build a content marketing calendar showing what the organization is currently doing in a one week time frame. The calendar will include the publication date, the digital medium used, topic/title, the content, keywords used, target audience, offers/CTAs, and the metrics (likes, shares, etc.) if available. Based on your learning from this class, evaluate if this is effective content marketing. Include items such as storytelling, what type of plot, any persuasion techniques, did it follow brand, was it relevant, were the visuals appropriate, what were the goals (lead generation, awareness, thought leadership, engagement, and/or conversion).

4. Website Analysis - Review the website and conduct a strength and weaknesses analysis using the RACE outline below. There should be a minimum of three (3) points (bullets) for both strengths and weaknesses for EACH component of RACE.

Reach – How does this organization build brand awareness for its products and services to drive website visits? Is their reach strategic (content and message), purposeful (meets their goals), consistent (brand and design), and relevant (adapted for various channels)? Use examples to help explain.

Selecting an Organization

Act – How does this organization interact on its website and social media to generate leads and persuade visitors to purchase/donate or encourage participation to share their content? Use Peter Morville’s User Experience (UX) Honeycomb to guide your analysis (useful, usable, valuable, desirable, findable, credible, and accessible)? Explain using examples such as FAQs or customer testimonials to demonstrate Act. UX includes design (use of colour, images, typography and layout), content marketing (useful and relevant content that is accurate, updated, and understandable), and functionality (navigation, responsive, call to actions).

Convert – How does a customer pay/donate (ecommerce transactions or offline channels)? Does it follow the best practices: clear (simple process with clear messaging), easy (few steps), and trustworthy (on brand and secure).

Engage – How does this organization encourage brand loyalty for repeat business (long-term engagement) though their website and social media presence? Does it follow best practices: acknowledge (make customers feel thanked), value (give them a reason to be loyal), ease (give customer opportunities to engage). Use examples to demonstrate, such as e-newsletters, blogs, and/or customer support.

5. SWOT Analysis – Conduct a SWOT Analysis from a digital media perspective (not a business analysis). For the SWOT, ask yourself the following questions:

? What is the organization good at in terms of all their digital media (strengths)?

? What are they weak (weaknesses) at when it comes to digital media?

? Describe the opportunities and threats faced by the organization as it relates to digital media and two of their competitors. PREL2103: Digital and Emerging Media

6. Identify and Analyze Current Digital Communications – Based on current trends and new digital media, recommend improvements the organization could make to improve their existing digital footprint. Should they stop using some tools, and adopt others? Why? You may use some of the analysis tools we have used in this class.

7. Top Recommendations – In the conclusion of your paper, state five top recommendations your organization could change to improve their digital media footprint. Within your recommendations, please include a simple Gantt chart outlining when your group recommends each improvement/change will take place. Will the changes occur over a 6 month period? A 3 year period? Carefully consider which changes must be made and completed before it makes sense to start other components. A Gantt chart is a type of bar chart that illustrates a project schedule. Look for a free Gnatt chart tool or use Excel to create your timeline.

Content marketing calendar

RACE analysis

A completed SWOT analysis (include in your paper)

A Gantt chart demonstrating timelines of your recommendations

Submitted to Dropbox by the expected due date.

7 -10 pages (business format). Include the company logo. This is a professional (yet stylistic) document that you could present to the organization. You may choose landscape mode, or have color headings, include pictures, and other design elements that make this audit more appealing for the customer read.