Age UK Digital Services: Challenges and Solutions

Challenges faced by Age UK

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Assignments should be presented appropriately in line with the restrictions stated above; if an assignment exceeds the word count, this will be taken in account in the grades given using the assessment criteria shown.

As a result of the Covid-19 pandemic, Age UK is facing a number of challenges delivering many of its services and acknowledge that there is a need for transformation of some of these services to a digital delivery format.

In groups of 4 or 5, you will be required to undertake appropriate research and present your initial findings for Formative Assessment 1.

For Formative Assessment 2 you will need to provide an outline of the report structure giving a good indication of what you are going to discuss in each section, including the academic sources you have used

For your summative assessment you will be required to produce an individual report outlining a detailed review of the Age UK which may include the structure, company culture and mission/aims, competitors, market share, products/services, organisational strategy and business challenges. You will also provide reflection on how Age UK could approach the challenges facing them.

Background:

Age UK are an independent charity that supports the health and wellbeing of older people living in the city. They offer localised services within their local branch.

�Figures reported that there were �3.7 million people over 65 having never used the internet� (AGE UK 2018).

The Covid-19 pandemic has further socially isolated the older generation and has had a devastating impact on their health and well-being. With many of their services suspended due to the pandemic, Age UK is facing many challenges providing their services and engaging with older people.

Challenges facing Age UK:

1.An understanding of the most effective digital medium to reach their target audience, e.g. Email, Facebook, Twitter, YouTube, Zoom.

NOTE: Initial focus on younger older adults (approx. 55 - 75 years old) who are more likely to have access to digital devices and sufficient skills and could then act as ambassadors to those aged 75+.

2.Identification of which local services (see table on next page) may be most suitable, in whole or in part, for transformation to a digital delivery and solutions to achieve this.

3.Promoting and encouraging engagement with digital services by overcoming the barriers of skills, access and motivation.

Lack of access to a digital device, internet connection or internet signal, e.g. due to lack of funds or physical/mental impairment

Understand WHY and HOW they can benefit from being online for a purpose they can relate to, not just for the sake of being online, and overcome fear and mistrust.

Requirements:

1.Undertake relevant secondary research which should include (but is not limited to)

a.Age UK structure, company culture, mission/aims, competitors, products/services and organisational strategy.

b.A review of most popular digital mediums and/or social media platforms amongst older adults

c.The barriers that Age UK face in getting their clients to access digital services in the 3 key areas of skills, access and motivation �

2.Students should develop their critical thinking skills as they use the results of their research to identify which of the Age UK local services may be most suitable, in whole or in part, for transformation to a digital delivery and solutions to achieve this that are well-founded and evidenced

3.Students should apply their own reasoning and judgment as they draw conclusions as to the merits and limitations of the ideas they have generated and the extent to which they could overcome the barriers of skills, access and motivation to encourage older adults to engage with digital services offered by Age UK.

4.Students should make justified recommendations for taking forward a limited number of Age UK services, in whole or in part, for transformation to a digital delivery

Determining the most effective digital medium to reach a target audience requires considering several factors such as the characteristics of the target audience, their behavior and preferences, the objectives of the communication, and the available resources. Here are some commonly used digital media and their potential effectiveness for reaching different types of target audiences:

1. Social Media: Social media platforms such as Facebook, Instagram, Twitter, and LinkedIn are widely used by a diverse range of audiences, making them an effective medium to reach a large number of people. The choice of social media platform depends on the demographic and psychographic characteristics of the target audience, as well as the communication objectives.

2. Email Marketing: Email marketing is an effective medium to reach a specific group of people who have opted in to receive communications from a brand. It is particularly useful for building relationships, providing personalized content, and driving conversions.

3. Search Engine Marketing: Search engine marketing (SEM) is an effective medium to reach people who are actively searching for a particular product or service. It involves placing ads on search engine results pages (SERPs) based on specific keywords or phrases.