Digital marketing plan for a non-profit organization. Case: Nordic ASEAN Business Forum Ry

The Internet is changing people’s lives as well as the way organizations operate. In fact, digitalization and digital marketing are considered essential in organization’s operations. In this context, the capability to facilitate and master digital marketing becomes a key asset of an organization to stay competitive. This project-based thesis was commissioned by Nordic ASEAN Business Forum (NABF), a non-profit organization based in Helsinki, Finland. The need for the thesis comes from the fact that the organization’s current marketing activities are unplanned and spontaneous. The aim of the thesis is to create a customized digital marketing plan in a handbook form. The study focuses on content marketing, social media marketing and email marketing in the non-profit sector. The plan does not target all Nordic countries, but concentrates on tar-geting the Finnish market. The knowledge base of the thesis covers literature reviews, theories and models related to marketing in the non-profit sector, content marketing, social media marketing and email marketing. Material and information were gathered and collected from books, journal arti-cles and current online sources. Benchmarking is used to learn and adapt good practices from other organizations. The key findings after benchmarking are combined with literature reviews of the knowledge base to justify and discuss different parts of the digital marketing plan. The plan uses PR Smith’s SOSTAC ® planning system as a guideline of the structure. The result of this thesis is a tailor-made digital marketing plan which includes objectives, practical recommendations and tactics, different tools and means of performance measurement. Thesis work started in August 2016 and it was agreed between the author and the organiza-tion that the plan would be delivered in December 2016 so the plan can be implemented in 2017