Digital marketing optimisation in foster care services : a benchmarking analysis for Familar Oy

Abstract

This thesis explores how Familar Oy, a private social welfare service provider in Finland, can improve its recruitment of foster families through digital marketing. The research applies a qualitative benchmarking methodology, comparing Familar Oy’s current digital marketing with those of three other organisations operating in the same sector.

The thesis also examined the social service sector in Finland and relevant digital marketing concepts. The theoretical foundation combines two analytical methods, which were used to identify strategic development areas and to make concrete recommendations.

The thesis proposes development-oriented recommendations aimed at strengthening Familar Oy's digital marketing efforts in an ethical and goal-driven way.