DIGITAL MARKETING DEVELOPMENT PLAN : Analysis of current marketing of Kokkotyö Foundation and suggested improvements

This analysis and digital marketing development plan was made for a local organization in Kokkola called Kokkotyö Foundation. Kokkotyö Foundation is an expert and service organization that activates people in difficult job market positions. It offers four different training service programmes in Kokkola, Kaustinen and Pietarsaari. The foundation helps unemployed people find a job, study place or some other solution, that supports their life management in their current personal situation. The trainees receive job coaching with a professional job coach of the field of a given workshop, as well as personal life management support and guidance from their assigned personal coach. The principal aim of this thesis was to analyse and develop Kokkotyö Foundation’s marketing with practical marketing guidelines for the management and the coaches. Based on the acquired information about the foundation, its mission, vision, values, history and operations, a PESTLE analysis and a SWOT analysis were conducted to give context and direction for the following parts. Kokkotyö Foundation’s marketing strategy and brand were analysed and developed further. Their current actions in traditional marketing were analysed and improvement suggestions were given. The most needed part asked by the Kokkotyö Foundation was a guide for social media marketing and advice on the website improvement process. Therefore, the main part of this thesis is the development plan for digital marketing, consisting all the different aspects of website marketing and social media marketing. The responsible people and timelines for all marketing actions were clearly stated. The methods used to conduct this thesis were interviewing people, fully integrating to the everyday life of the organization, working in the store, following the instructions of the Head of Kokkola Units, reading online sources about marketing to get ideas and theoretical guidelines and analytically implementing all the knowledge learned in university. It was important to make the plan clear, useful and practical to follow even by employees who have no experience of business or marketing. All suggestions were justified by basing them on the requests of the management, needs of the workshops and theoretical marketing frameworks. As the foundation did not have any marketing plans made before, this thesis can work as a base for any future developments