CAP4Kids: Customer Relationship Management (CRM)

What is CRM?

Customer Relationship Management (CRM) is a tool that businesses use to manage their interactions with their current and potential customers, by combining marketing strategies and technology to increase customer satisfaction, efficiency, customer retention, and profits (Kulpa, 2017). CRM is very important to marketers because it’s a tool in the form of software that collects data to help communicate with customers in a simplistic way. For example, marketers may use touchpoints such as email, direct mailing, websites, social media, personalized telephone calls, and/or live chat, etc., to observe, organize, and optimize their interactions with leads and customers (Kulpa, 2017).

In fact, there are three major types of CRM:

1. Operational (marketing, sales, service)
2. Analytical (data collection to improve customer satisfaction)
3. Collaborative (pooling customers’ data between multiple companies)

Operational CRM focuses on creating a better experience simultaneously for the business and its customers. Analytical CRM collects, monitors, and stores data in which customers’ patterns, purchasing history, and sporadic wants/needs are quantified. And collaborative CRM allows companies to share customers’ information with other businesses with regard to tailoring products and services to customers’ preferences (Kulpa, 2017). According to Kulpa (2017), “there are many different types of CRM. However, most CRM software primarily focuses on one major category” (para. 10).

CAP4Kids: Type of CRM

The Children’s Advocacy Project for Kids (CAP4Kids) utilizes operational and analytical CRM. CAP4Kids does not sell any products or conduct marketing campaigns, however, it uses its website to remain in contact with its customers. Its website is frequently updated to keep customers and prospects informed with new information about local resources and events that are family-friendly. Also, the website incites a call-to-action (CTA) through its newsletter that is emailed to subscribers once or twice per month.

Customer Service Policies

Although, CAP4Kids’ website is accessible to its users there does not appear to be any links that explain its customer service policies. The only reference that is made is at the very bottom of the site that states, “we do not recommend or endorse any particular resource on CAP4Kids. However, we do endorse the careful review and evaluation of services that best meet the needs of your family” (CAP4Kids, 2015, para. 8).

Customer-facing Business Processes

It can be assumed that CAP4Kids’ business processes include: planning, networking with multiple companies, and convincing customers to use their resources website. CAP4Kids does not provide access to its annual business report, however, one should assume that the company has some type of budget. On the other hand, it appears that the company has implemented planning as one of its major business processes in that the content is strategically placed and organized on its website and in its electronic newsletter. Also, CAP4Kids has set up a process to network with other companies to become aware of the services they provide and whether or not those services are beneficial to its customers. In addition, the company promotes its website to local residents, social services, and healthcare professionals, to use the suggested resources that CAP4Kids provides.

When reviewing the organization’s actual site it’s very clear that CAP4Kids’ customer service is a key customer-facing function that appears to be just as crucial as its business process, to ensure its longevity and success. Through the website, customers may contact CAP4Kids with questions, comments, or concerns. In addition, the organization uses social media which include Facebook and Twitter, allowing customers to provide direct feedback and receive a response within 24 to 48 hours. CAP4Kids’ purpose of this function is to produce satisfied customers (Markgraf, 2018).

Should CAP4Kids Change Its CRM Program?

CAP4Kids’ should not change its CRM program from operational to analytic or collaborative. According to Kulpa (2017), “analytical CRM frequently uses data mining and pattern recognition to accomplish this task — it works well for companies in higher priced markets with a lot of competition” (para. 12). Therefore, CAP4Kids would not benefit from an analytical CRM program because it does not have any products or services directly to its customers. On the other hand, collaborative CRM would not benefit the company because “it focuses more on markets where innovation and new product development is paramount to a company’s success” (Kulpa, 2017, para. 13). The only change that CAP4Kids should make to its existing CRM program is a periodic upgrade. According to Chipman of CRM Switch (2011), “the upgrade of an existing system is sometimes needed to support newer versions of operating systems and office suites. Also, an upgrade may be necessary to take advantage of new features and functionality provided by the vendor” (para. 2). CAP4Kids existing CRM program appears to be the right fit for the services it provides to customers.

References

CAP4Kids. (2015). Columbus families matter. Retrieved from http://cap4kids.org/columbus/

Chipman, S. (2017). 5 reasons companies upgrade their old crm system: instead of buying a new one. CRM Switch. Retrieved from https://www.crmswitch.com/buying-crm/five-reasons-upgrade-crm/

Kulpa, J. (2017). Why is customer relationship management so important? Forbes. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2017/10/24/why-is-customer-relationship-management-so-important/#56bcadd17dac

Markgraf, B. (2018). Customer-Facing Vs. Business-Facing. Chron. Retrieved from http://smallbusiness.chron.com/customerfacing-vs-businessfacing-50329.html

Nonprofit Online Advertising

The Children’s Advocacy Project for Kids (CAP4Kids) to date does not utilize online advertising. It’s unclear whether or not the organization has ever used online advertising or if they simply do not want to post ads on their website. However, CAP4Kids does display an infographic on its homepage towards the bottom on the right side but there are not any other adverts. And as of March 7, 2018, CAP4Kids officially sent me a newsletter that I had signed up for last month. The organization does not sell any products on its website. According to Lauren Johnson of Adweek (2017), “digital ad spending in the U.S. grew by 15.9 percent last year—the equivalent to $83 billion in revenue” (para.2). So, should CAP4Kids invest in online advertising?

Other research studies have shown that social media ad spending increased by over 61.5% in 2017, in which 900 plus brands on Facebook, Instagram, Snapchat, Pinterest, and LinkedIn were advertised (Silverman, 2017). Also, research studies suggest that nonprofit organizations should place their ads on Instagram, which was reported this past year to have the largest audience growth for ad placement (Silverman, 2017). Also, studies showed that 74% of nonprofits’ online donations came through other channels (Silverman, 2017).

Based on the aforementioned research findings CAP4Kids may consider including digital advertising in its marketing strategy. At the present time the organization does not have an Instagram account (only using Facebook and Twitter) link on its website; however, its partner Nationwide Children’s Hospital does. According to the Digital Marketing Institute (2017), there are six Instagram ad formats that CAP4Kids could potentially use:

1. Photo Adverts
2. Carousel Adverts
3. Slideshow Adverts
4. Video Adverts
5. Video Carousel Adverts
6. Instagram Storytelling Adverts

Based on CAP4Kids’ mission to provide local resources to residents in Columbus, Ohio, the organization would most likely benefit from a photo, video, and story adverts. The resources that CAP4Kids provides are more family oriented and personable. Therefore, storytelling ads could possibly be a better fit for the organization at least as a start, if they were to consider using online advertising. Storytelling ads would allow the company to display their message in an immersive, full-screen format without the distraction of other content that could negatively impact customer engagement (Digital Marketing Institute, 2017). CAP4Kids could opt to use a single image ad or a single video ad to tell local residents’ stories about the resources the organization helped them find. CAP4Kids should use online advertising if only to increase its bottom line, in an effort, to keep its website updated with relevant and accessible resources.

On the other hand, CAP4Kids website could potentially sustain without the use of online advertising. Although the company has not disclosed how it obtains its funding, it is possible that some of the partners pay a small fee to CAP4Kids, to advertise their resources. For example, Columbus on the Cheap is a link located on the website under the header titled “Local, Fun & Free” in which Columbus on the Cheap is the first resource link that takes users to a different site such as “free and low-cost events.” CAP4Kids does not ask users for any donations on its website, however, it can be assumed that the company incurs some overhead costs to maintain the site. Therefore, CAP4Kids may be inclined to allow some of its partners to pay a fee, to post their ads on its website.

CAP4Kids may not see the benefits or significance of using online advertising but they should try it, if only for six to nine months. The organization would see both short-term and long-term benefits such as informing more local residents in Columbus. According to Constine (2017), “Instagram has doubled its user base, to 700 million monthly actives in two years (Constine, J., 2017), fueled by stories, web signups and better onboarding on low-end Android phones” (para.1).

 

Constine, J. (2017). Instagram [Image]. Retrieved March 8, 2018, from  https://beta.techcrunch.com/2017/04/26/instagram-700-million-users/

With regard to CAP4Kids’ advertising budget, the organization could expect to pay somewhere between 20 cents and $2 per click (CPC) on an Instagram campaign (Influencer Marketing Hub, n.d.). On the other hand, CAP4Kids may consider running ads on a cost per mile (CPM) basis and simply focus on making an impression first, which the organization would pay approximately $5 per 1,000 visitors on average (Influencer Marketing Hub, n.d.). According to Influencer Marketing Hub (n.d.), Instagram has a female skew (para. 10), which would work well for one of CAP4Kids’ target audience, particularly young moms.

In addition, the organization may want to consider implementing cause-related advertising like co-branded events and programs or social marketing programs. According to JoAnne Fritz of The Balance (2017), nonprofit organizations that receive contributions from a cause-related marketing project could be significant, generally, those funds are (usually) unrestricted; therefore,  overhead costs can be covered.

The bottom line is that CAP4Kids could benefit substantially from online advertising.  CAP4Kids should pursue online advertising at least once, most likely a 6-to-9-month campaign, analyze the results, and make a decision whether or not to continue using ads. Research has shown that incorporating online advertising nonprofit organizations can increase website traffic, increase message awareness, influence change through various advert campaigns, and increase their revenue.  With any online advertising campaign there are not any guarantees, however, CAP4Kids could incorporate it as another approach to help more kids in Central Ohio.

References

Constine, J. (2017). Instagram’s growth speeds up as it hits 700 million users. Tech Crunch. Retrieved from https://beta.techcrunch.com/2017/04/26/instagram-700-million-users/

Constine, J. (2017). Instagram [Image]. Retrieved March 8, 2018, from  https://beta.techcrunch.com/2017/04/26/instagram-700-million-users/

Digital Marketing Institute. (2017, June 22). The essential guide to Instagram ads [Web log]. Retrieved from https://digitalmarketinginstitute.com/blog/2017-6-22-the-essential-guide-to-instagram-ads

Fritz, J. (2017). What every nonprofit should know about cause marketing. The Balance. Retrieved from https://www.thebalance.com/what-every-nonprofit-should-know-about-cause-marketing-2502005

Influencer Marketing Hub. (n.d.). How much does it cost to advertise on Instagram? Retrieved March 10, 2018, from https://influencermarketinghub.com/how-much-does-it-cost-to-advertise-on-instagram/

Johnson, L. (2017). U.S. digital advertising will make $83 billion this year, says emarketer. Retrieved from http://www.adweek.com/digital/u-s-digital-advertising-will-make-83-billion-this-year-says-emarketer/

Silverman, E. (2017). Digital ads and nonprofits: It’s a match. Business 2 Community. Retrieved from https://www.business2community.com/non-profit-marketing/digital-ads-nonprofits-match-01840520

Email Marketing…Is it Feasible?

Signing up for a Company’s Newsletter

On Monday, February 19th, I signed up for The Children’s Advocacy Project for kids’ (CAP4Kids)  Family Matters e-Newsletter because I wanted to provide thorough content for this site monitoring blog. Surprisingly, I received an email the same day stating that I had signed up but no newsletter arrived. I waited for the newsletter and checked my email account the next day but CAP4Kids did not send it. I waited a few more days still with no reply, now it has officially been one week and nothing has been sent. I find it interesting that CAP4Kids has yet to send me their e-newsletter. Needless, to say CAP4Kids left me “feeling-some-kind-of-way” and wondering when or how often they send out their e-newsletters (according to the website twice a month at most). The point is CAP4Kids does not appear to be consistent in this respect and it is somewhat frustrating. As a prospective user of CAP4Kids, why offer the newsletter and not follow through?

Despite my disappointment and in an effort to be prepared for this week’s assignment, I signed up to receive Social Media Today’s (SMT) newsletter. On Tuesday, February 20th, I signed up and the company confirmed my sign up with an immediate response on the same day via a “Thank you and Welcome” letter. To my surprise, I felt different in a good way and waited in anticipation for their e-newsletter.

Social Media Today, Thank you and Welcome Email

SMT sent me a copy of their newsletter the very next day. And since my official sign-up request SMT emailed me four times last week (Feb. 21st, Feb. 22nd, Feb. 23rd, & Feb. 24th). The company’s prompt response made me feel valued and appreciated, to say the least. I must admit, I have viewed every email or saved the emails SMT sent me, to read at a later date. The content is relevant and I actually want to read many of the featured articles and trending topics. I’m not sure if it’s SMT’s email marketing strategy that worked or if I simply appreciated their responsiveness, or maybe it’s a combination of both.

Social Media Today e-Newsletters

Prior to this assignment, I was not aware of the “email marketing” principles or procedures to follow. However, I did find an article which listed some steps companies should consider and adhere to when incorporating email marketing into their business strategy. According to Peter Roester of Inc. (2014), email marketing is:

1. Easily accessible from multiple mobile devices
2. Inexpensive or free for customers
3. Quick medium to keep customers informed
4. Helps to increase online and in-store sales
5. Simple to customize for existing and future marketing campaigns

If email marketing is beneficial and customers consent (via permission-based) to receive emails from businesses, why do some companies use it religiously while other companies such as CAP4Kids, use it somewhat haphazardly? According to Autoresponders Review (n.d.), “for every $1 spent, $43.00 is the average return on email marketing investment and email marketing is 20 times more cost-effective than traditional media” (para. 16). So, for the companies using email marketing haphazardly, is it simply budget-related regarding outsourcing the service, lack of personnel qualified to install and monitor email service provider software, or does it pertain to the type of industry or company it is respectively?

For example, CAP4Kids does not sell products, it only provides information to its users about local resources that those users may or may not be eligible to receive. Perhaps, CAP4Kids’ delayed response to sending out emails (approximately twice a month) would not make or break the organization. CAP4Kids’ funding does not appear to be generated from the use of their website. And they have not added any call to action for users and prospective users to donate money to the company. However, it’s possible that CAP4Kids affiliation with Nationwide Children’s Hospital allows the organization to leisurely leverage its use of email marketing at any given time.

Whether or not a company is selling a physical product, it should invest or incorporate email marketing as a part of its strategy to build customer/user loyalty. “Email marketing is a company’s direct communication channel to customers who have opted-in to receive information about products and services being offered” (Robben, 2017, para. 5). Therefore, any company conducting business online should be actively using email marketing if only to introduce and build its brand reputation. It appears that CAP4Kids could potentially lose prospects after engaging users to “sign up” for its newsletter without any follow through. It’s not only frustrating when companies do not respond but confusing. And users like myself begin to wonder what happened or question whether or not we followed the correct steps to sign up for a non-responsive company’s e-newsletter.

I began to think about the type of emails that CAP4Kids would send but I did not have any examples so I decided to create one below.

 

 

Fictitious sample copy of a potential email

 

CAP4Kids’ website provides local residents with a variety of social services resources and in 2011 the company provided its users with a survey. The data CAP4Kids obtained from the survey was insightful. However, the company has not posted any other links for a current survey. CAP4Kids could send an email similar to my sample copy above to research whether or not their site is still relevant and gain more insight as to what other resources users might be interested in seeing on the website.

By doing so, CAP4Kids could add email marketing to its existing multi-channel strategy and ask participants to provide their email address after they complete the survey. Once the email addresses have been captured and stored CAP4Kids could send reminders, to the users who gave their consent, a direct link to see the updated information on the site. And the organization can measure the results by tracking and monitoring the number of emails that were delivered, sent back, opened, and clickthrough rates (Stokes, 2011, p. 452).

Email marketing is a great opportunity that CAP4Kids may want to consider. The sole purpose of the organization’s existence is to be the bridge between social services resources and families who need them. By implementing an email marketing strategy CAP4Kids can start an email campaign and incite a call to action for its users and prospective users. The company can make the emails accessible for use on mobile devices. In addition, the campaign would keep users informed of new resources without exceeding its annual budget costs.

References

Autoresponders Review. (n.d.). 9 excuses keeping you from implementing email marketing (and why they are standing in the way of your success). Retrieved March 1, 2018, from http://autorespondersreview.com/9-excuses-keeping-you-from-implementing-email-marketing/

Finn, A. (2018, January 18). 35 face-melting email marketing stats for 2018 [Web log]. Retrieved from https://www.wordstream.com/blog/ws/2017/06/29/email-marketing-statistics

Robben, B. (2017, August 23). Why you’re crazy if you don’t use email marketing [Web log]. Retrieved from https://illumenmedia.com/why-email-marketing/

Roesler, P. (2014). Top 5 reasons why email marketing still works. Inc. Retrieved from https://www.inc.com/peter-roesler/top-5-reasons-why-email-marketing-is-still-works.html

Stokes, R. (2011). eMarketing: The essential guide to digital marketing (5th ed). Quirk eMarketing (Pty) Ltd.

CAP4Kids: Strategic Multi-channel Marketing

The Business Model

The Children’s Advocacy Project for Kids (CAP4Kids) is an online resource website that healthcare, social services professionals, parents, and care providers can use to assist in caring for children. Although, it provides resources CAP4Kids has to use multiple strategies to engage its audience.

CAP4Kid’s business model is “Columbus Families Matter.” The organization’s central focus is on providing families with local resources that they could possibly use. According to Save the Children (2018), effective advocates who desire change take what they do “personal”. CAP4Kids has taken its business model and incorporated it on every channel it uses to keep the public informed.

The Strategy & Captured Data

One strategy that CAP4Kids used was an online survey. In an effort, to evaluate the impact that CAP4Kids had on its users since 2011 (CAP4Kids, 2015). The focus of the survey was beneficial in that it helped CAP4Kids determine (CAP4Kids, 2011):

1. The use of the website had increased users’ knowledge by 95% about relevant issues pertaining to children in Columbus, Ohio
2. The website had been viewed 90% of the time that its users were at their place of employment, which saved users time
3. If the website was user-friendly and efficient, in which 96% of its users agreed that the site was easy to navigate
4. Whether patient/client care and overall users were satisfied, in which 9 out of 10 were satisfied with the website

Another strategy that CAP4Kids has implemented is the use of multi-channel marketing. For example, Facebook and Twitter are used primarily to keep users/followers informed about upcoming events, activities, relevant health-related articles, and to receive immediate feedback from followers. Also, CAP4Kids uses a Podcast called Pedia Cast for users to listen to how CAP4Kids began and its available resources. In addition, the organization uses print materials like brochures, wallet-sized cards, posters, and a CAP4Kids infographic. And last, CAP4Kids uses an e-Newsletter and testimonials to provide its audience with information about the latest resources, directories, and local events.

Multi-channel Market Approach

 CAP4Kids is currently using the suggested multi-channel platforms such as social media, print materials for users to keep on-hand and for local caregiver providers to distribute. Collateral like business cards that can be viewed on supported mobile devices and podcasts (Simone, 2016).

The organization set some marketing goals when the website was originally established; however, it has not taken full advantage of other marketing channels. For example, CAP4Kids would be able to appeal to a larger audience by creating a YouTube account and uploading videos, to reinforce the use of its website. Also, the organization would be able to add direct mail, if only seasonal. According to Simone (2016), “crafting highly targeted campaigns could be a success” provided the information is appropriate. In addition, CAP4Kid’s audience may not have access to the internet at home, therefore, receiving the information via letters, postcards, and catalogs would increase the likelihood of the suggested resources being used.

To date the website allows users to sign up for the Newsletter without informing the audience about the time-frame. For example, I signed up for the e-Newsletter twice and the only response I received was that my email address was already on the list. It would be helpful to users who choose to sign up for the newsletter, to receive an email stating when the newsletter will be sent.

The overall appearance of the website appears to be targeting only parents. However, the thumbnail pictures coincide with the list of handouts or suggested resources. And the information is consistent on each page regarding the content and layout. The website is mobile friendly in that users can retrieve the same information/resources on a phone without the information being distorted. CAP4Kids has the potential to use more marketing channels to increase its span of influence. The multi-channel strategy is working for CAP4Kids, however, the organization can add to their existing marketing strategy by adding more ways to share what they offer.

 

References

CAP4Kids.(2015). The Children’s advocacy project of Columbus, Ohio. Retrieved February 22, 2018, from http://cap4kids.org/columbus/

CAP4Kids. (2011). Effectiveness study: the impact on healthcare and child social service professionals, and on parents. Retrieved from http://cap4kids.org/columbus/files/2011/10/CAP4Kids-Survey1.pdf

Simone, J. R. (2016). Marketing strategy planning: Using a multi-channel approach. Retrieved from http://www.freshfigsmarketing.com/2017-marketing-strategy-planning-multi-channel-approach/

Save the Children. (2018). Advocacy techniques: How to succeed as an advocate. Retrieved from http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6152765/k.EF87/Adocacy_Techniques.htm

Site Monitoring CAP4Kids (Columbus)

What Services are Provided?

Children’s Advocacy Project for Kids (CAP4Kids) provides local residents particularly partners, care providers, and other individuals, who work with children, a wealth of information. I chose CAP4Kids to learn more about the services they provide. A few years ago, I was a daycare director at my former church and we serviced low-income families. Our daycare facility was open 24 hours 7 days a week. During that time there were not any agencies that I felt were like CAP4Kids, to help the families that needed more assistance. The information that local residents obtain is centered on available social services. CAP4Kids uses its website to keep users/consumers aware of free to little cost service agencies.

For example, CAP4Kids provides helpful information about after-school programs ranging from faith-based, low cost and general programs. Also, local residents may need assistance with housing, utilities, pregnancy care, leadership programs, healthcare providers, etc., to adoption and foster care agencies, to name a few.

Why Do They Exist?

CAP4Kids’ mission is to help bridge the gap between quality social services and the families, who are in need of them. This organization not only informs its consumers but it empowers and equips those who actively utilize their services. This organization is a good site to monitor because it will help, to raise more awareness about programs that can benefit local residents, whom may not know anything about CAP4Kids. In addition, this site provides more than 1000 resources in up to 30 languages and the website is updated weekly with new information.

How Can I Learn More About CAP4Kids?

CAP4Kids’ website is user-friendly and provides more information from general listings of resources such as book listings to new and amended laws. The site has a Hotline page for emergency use such as food kitchens, counseling services, poison treatment, and child abuse reporting information. CAP4Kids can be of great use for working care providers ranging from parents, teachers, entry-level social workers, to child daycare centers. It’s good to know that CAP4Kids is right at our fingertips.

References

The Children’s Advocacy Project for Kids. (2015).  Columbus families matter.  Retrieved from http://cap4kids.org/columbus/