Digital marketing plan for a non-profit organization

Abstract

This is a project oriented thesis with the objective of creating a digital marketing plan for the commissioning organization Small Steps. The theoretical framework explains the digital marketing terms and methods and presents the necessary tools for digital marketing plan development. Since the organization provides holistic health and wellness services, the theoretical part includes a literature review for marketing complementary and alternative therapies and the motivations for seeking health and wellness services. The digital marketing plan was created using the SOSTAC® planning model by P. R. Smith. The main recommendations were to use paid advertising, content marketing, social media marketing, and search engine optimization. The plan was presented to the commissioning company and the thesis reports the feedback that was received. The digital marketing plan is attached as an appendix. The thesis process evaluation and assessment of student’s own learning are reported in the last chapter of the thesis report.