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MK4S43 – Digital Marketing Management Assessment Task 1 (REPORT – 70%)

Part B: Marking and Assessment (to be completed by Module Lecturer)  
MK4S43 – Digital Marketing Management Assessment Task 1 (REPORT – 70%)   For the client (Welsh Cycling) organisation provide:   An analysis of its current strategic digital marketing practice and management, using appropriate theories, frameworks and models.The development of a meaningful online customer value proposition[s] (OVP) to an identified opportunity [ies]   MK4S43 – Digital Marketing Management Assessment Task PART 4: (REFLECTION – 30%) Critically reflect on the sufficiency of the aforementioned organisation’s capabilities in relation to achieving the previously suggested OVP. Based on this reflection, highlight key areas requiring change and suggest ways to empower your organisation being able to meet the necessary changes. Your reflections, discussion, and recommendations should utilise appropriate theories, frameworks and models. (up to 1800 words)
Learning Outcomes to be assessed   MK4S43 – Digital Marketing Management On completion the students will be able to: demonstrate a deep understanding of the components that lead to successful strategic digital marketing planning and management   critically reflect upon the planning process strategic digital marketers use to meet strategic business objectives  
Grading Criteria: Please also refer to the PG Level 7 grade descriptors   MK4S43 – Digital Marketing Management The analysis, application and reflection on theory and practice will be assessed on the following criteria: An understanding of the organization’s current situation, and application in context of appropriate models and theories in developing an online value proposition(s) that is based on available research, analysis and allocation of resources.A critical reflection on the use of models and theories in relation to their applicability in meeting strategic organizational objectives and the digital marketing management impact.The appropriate use of valid references and evidence, in addition to the structure and clarity of the work   Grading Criteria: Please also refer to the PG Level 7 grade descriptors

Every day, Welsh Cycling works with the cycling community in Wales to help it grow, creating opportunities, developing our coaching network, educating our membership and providing volunteer opportunities – overall enriching and adding value to cycling. As the national governing body of cycling in Wales we provide guidance and support to all forms of cycling in Wales and represent a diverse membership covering participants in any one of the six sporting disciplines (Mountain Bike, Cyclo-Cross, Road, Track, BMX and Cycle Speedway), members of our network of cycling clubs, social riders, cycle commuters, or a dedicated volunteer we work with and support them all. They are a not-for-profit organisation.

From Ynys Mon to Pembrokeshire, we have a network of over 150 affiliated cycling clubs and recreational programmes. Helping school children to master the basics to organising events for over 70s, our network is there for Wales in every wheel rotation, developing skills, nurturing talent, and staging events, rides and competitions. Working together, we are passionate about growing our cycling community.

“Our mission is pretty simple. We are here to encourage more people to cycle. Whether you want to ride your bike in Wales or you want to represent Wales, our job is to give you the best opportunities”.

Mark Allen, Commercial & Partnership Manager, Welsh Cycling

Social Factors

Just like the 330,000 cyclists across Wales – and that number is growing rapidly – we are passionate about our sport. We believe everyone should have the opportunity to learn how to ride a bike, to develop their skills and to perform, if they wish.

During lockdown, we saw the growing number of people simply riding for pleasure. It is also a way of getting to places – to work and to school – and wouldn’t the world be a better place if more of us chose cycling?

 Pollution reduction

Cost saving

 Strengths

To be the best we can be, we already work with fantastic commercial partners and partners. These partnerships allow us to continue to inspire the nation to cycle. As more and more people right across Wales discover cycling, we want to seize the opportunity to provide even more opportunities and to grow the sport further. To do that, we are looking to create new partnerships with organisations and brands that share our values and our passion.

We want our community to fall in love with cycling. We want their experience to be the best it can be which is why we work hard to secure membership discounts and offers on exciting brands such as Rotor, Litelok, Limar Helmets and more.

The core areas of Welsh Cycling are:

  • Leading Cycling – As the national governing body of cycling in Wales, our mission is to lead from the front. We want to Inspire Wales to Cycle by giving the best opportunities to people in Wales who want to ride their bikes, whether it’s up and down mountains, on the road or on the track.
  • Growing Cycling – Helping you get out on your bike is a big goal for us – but once you’re on your bike we want to help you continue on your cycling journey. We teach children how to ride through building skills – Ready Set Ride and we encourage social riding through the HSBC Breeze initiative, and if you’re the competitive type, our events calendar will have something to suit you.
  • Performance in Cycling – Welsh riders have placed Wales firmly on the map.  Geraint Thomas became the first Welshman to win the Tour de France in 2018. And he isn’t the only rider flying high and achieving on the world stage.  Our Performance programme has a proven track record in nurturing the next generation of Welsh talent and we will continue to ensure that Wales is a firm fixture on the Commonwealth Games medal table and we will continue to feed talented riders through to British Cycling’s Olympic and Paralympic programmes.

Our three values of Inspiring, Integrity and Excellence are extremely important to us:

  • Inspiring – Showing our passion for the sport and people, we will create a fun, achievable and professional environment.
  • Integrity – Being ambassadors for positive behaviours and ensuring a culture of trust, inclusivity, honesty and respect.
  • Excellence – Being ambitious, leading by example and working as a team.

However, all of that results in ZERO if we cannot make meaningful and sustainable connections to the wider cycling community in Wales and to that end we need to make significant improvements in how we communicate.  Traditionally, we would have prided ourselves and felt it was ‘job done’ when we loaded a posting to Facebook or put a news article on our website – a new one to launch in October). 

Better communication to improve CR Weakness

We have recognised this weakness now and with a new recruit, adoption of a CRM system (HubSpot), we’re making the first steps, but in fairness, with relatively limited funding, we need to be as creative and efficient as possible to ensure we exceed in building our future. 

We envisage a rich vein of projects to help us build out our commercial strategy to maximise the value with our current (& future) brand partners by building content to target the specific segments in the attached document.  We’d then expect these projects to further enhance the reach and relevance with the targeted segments such that we transition the consumer from awareness to purchase and set us up for a long term relationship where the consumer sees ongoing value in their association with both the product brand and Welsh Cycling.  This in turn yields greater rebates on products sold and allows Welsh Cycling to enhance the financial value of our partnerships, thus securing our future such that we can continue to inspire Wales to cycle.

How Welsh Cycling’s Communication strategy fits into our overall aims and objectives

As an organisation we look to implement a new overall strategy every four to five years. Last year we started that process and have pulled together a strategy which, at its core is looking to Inspire Wales to Cycle.

Despite COVID-19 providing us with many challenges this year, in relation to the strategy it has given us extra time to finely tune and test assumptions to see where Welsh Cycling really wants to make a difference. As mentioned above, our key areas are Leading – Creating the best environment to deliver the strategy, Growing – More people cycling more often and Performance – A programme that maximises riders potential and delivers success. But to underpin those strands we also have strands across facilities, workforce, events and then communications.

Welsh Cycling Communication Strategy

Looking at the communications strategy in more detail. Within all organisations a communication strategy is there to support the overall aims and objectives and has an integral role in helping companies achieve their targets. With our new change of approach across the board in communications, marketing, PR and social media, our communication strategy is there to help Welsh Cycling achieve its short term and medium goals. But moving forward I want our communication plan to get to a point where we can start influencing areas of our strategy at a higher level.

NB – Welsh Cycling Communication Strategy undergoing slight review – September 2020

To give some background on the communication strategy you will see the headline points above. The top level is ultimately what we want to achieve long term. We want people to understand what Welsh Cycling does, what Welsh Cycling offers and how Welsh Cycling adds value. Through our insight we recognise those who are members of Welsh Cycling clubs and our converted audience do know about us. But we also know from data that there is 300,000 people in Wales that ride their bike at least once a week – our challenge is to work smart (using GFK data supplied by British Cycling) to hone in on some key personas which will hopefully identify and reach that audience.

So to achieve the top level, we want to influence engagement in the cycling community, we want to create lasting and strategic partnerships with our stakeholders, we want to celebrate both recreationally and performance based achievements and we want to build a brand and add value. But to achieve the above there are some building blocks we have to put in place, so we need understand who our audience are and the best way to communicate with them, we need to produce effective communication across a range of platforms that we can measure. Finally, we need to create a culture where communication is seen an important lever for the organisation.

We are very much on the first stage of a prolonged journey in reshaping Welsh Cycling’s approach to communication, we realise this is a big project, but it is a project that has got enormous potential. From my point of view what we have put in place is a big step-change for the organisation and a different way to how we have historically looked to do things within our communications team.

Building Welsh Cycling’s brand – A refresh and new direction

Building a Welsh Cycling brand is something which has been a work in progress since April 2019. We know there are people who understand who Welsh Cycling is, but there are plenty of people who do not. One of the important aspects of this journey was to start to build a presence online, which overtime we hope will become synonymous with people in Wales.

With our creative agency we started to work on our vision for the Welsh Cycling brand back in May 2019. We wanted our brand guidelines to stand out and reflect the areas of our work which we shout the most about, and most importantly wanted them to help transform our work we do on our social media channels. The key areas we shout about the most at Welsh Cycling are:

  • Sponsors
  • Performance – elite athlete achievements
  • Wales Racing Academy – Our U23 Team
  • Club & Membership
  • Volunteers
  • Community
  • Events
  • Welsh Championship events
  • Become a Supporter

We decided to create some social media assets (Facebook, Twitter & Instagram) for each area which also has its own unique colour scheme. We recognised that our social media has been quite monotonous and with the individual assets for each section it gives us flexibility to start shaping our content calendar around the assets. For example, the way I see the long-term vision is that on a Wednesday we might use that day specifically for ‘Sponsor’ content. Overtime using the assets on a set day will start to create some consistency, so anyone that follows us will start to understand that every Wednesday they will see content around our sponsors.

The idea is to start to build the awareness of the brand in the first couple of years and make it resonate with our followers and the wider demographic. I am currently working with our wider staff internally to implement our brand guidelines.

OBJECTIVE 1: To CREATE BRAND AWARENESS

Welsh Cycling’s new website – (Launch date TBC)

The second phase of our brand refresh was to develop and launch our own Welsh Cycling website. Because of our links with British Cycling although we have our own website within the British Cycling system – but the functionality, navigation and look and feel of it has always been an issue – ultimately it doesn’t scream and shout Welsh Cycling!

We work closely with British Cycling in a range of areas and when we started the process of looking to develop a new website at the back-end of 2019 it was clear that certain elements of our current website we wouldn’t be able to replicate in our own one because of various reasons, so we had to think creatively about how we can continue to push the organisation forward in the digital sphere, but also working around our limitations.

Weakness

We won’t be able to get rid of our current website, the British Cycling events portal and the British Cycling membership portal is all housed there – so we’ve worked hard to create a plan and a website that will link together and still provide our followers and people a journey about what we do for cycling in Wales but at the same time being able to serve their British Cycling membership through the various channels.

The plan for our new website is for it to be a shop window for what we do here in Wales, something which is quite restrictive on our current platform. The new website will be more visual, it will link with our brand guidelines (which was hugely important) and it will also help us to start reaching a new audience.

TO DEVELOP INTEGRATIVE WEBSITE

Our two-step plan is: WEAKNESS PLUS OPPORTUNITY

  • Audit and tidy up content on our current website – Our current website is vast and has too many pages – we are currently undergoing a comprehensive audit to have it cleaned up in time.
  • Launch new website – Date TBC

You can find a PowerPoint presentation to give you a better understanding of how we want the two websites to work together

Social media analytics / Persona work

We have mentioned the GFK data, which was supplied to us by British Cycling. We now have a better understanding of who our target audience is. The data is split into 6 key types and covers the whole of the UK:

Off Roaders – I occasionally cycle with friends and family but much prefer to cycle alone. Nothing beats going off-road and really putting my bike through its paces. (love peace, serenity and own company)

Canny Commuters – Commuting to and from work is the main reason I cycle; I also prefer taking bike when nipping down to the shops – cycling is a good way to save money and the environment. Conscious about environment and money

Leisurely cyclists – I’ve been cycling for a long time now but I don’t take it too seriously; I generally enjoy an outing with the family, in amongst nature and taking in the scenery.

Road Daddies – I got into cycling as a great way to keep me in shape. I tend to enter sportives but much prefer to cycle alone. (Fitness freaks)

Point Chasers – I love sport in general but cycling is my world. You will often find me in the latest gear, wearing my club colours with a number pinned to my back.

Training Buffs – Cycling is a great way to keep in shape and helps to improve my performance in other sports. My family’s health is also important to me and I try to encourage them to cycle also.

From the data we are currently working on individual personas of our audience here in Wales and these will be integral in our social media strategy moving forward. It will give us direction in planning content for these six different areas.

Social media (user generated content)

At Welsh Cycling we are looking to improve how we use our social media by focussing on some different types of content. But we are also looking to improve our engagement with our followers – this will be done in a variety of ways by making sure we’re being more structured with our content planning and making sure we’re posting at the most efficient times to maximise opportunities along with other ways.

The main accounts we use at Welsh Cycling are Facebook, Twitter, Instagram, and LinkedIn. We do have a Youtube account and we are currently looking at that platform to see how we can start progressing it.

Hubspot – embarking on an email marketing strategy

The final area to help us push the communications strategy forward was the acquisition and implementation of a new CRM system. For people to understand what we do, what we offer and how we add value a big part of that is being able to have personalised and individual conversations with people. Having a CRM system in place means we can look to acquire data through our social media strategy, promotions, and other avenues.

STRENGTHS

We chose a system called HubSpot which gives us the opportunity to store our points of contacts but also comes with some extremely useful marketing tools to help us reach new people. We have been using the system since January 2020 and during that time we have grown our database from 0 contacts to 1400 and that number is continually rising. The system also gives you all the reporting tools, so we can see what is working and what is not and can tailor that accordingly.

Again, the purchase of the HubSpot system is another big step-change for the organisation and in the long run will become a hugely beneficial tool for us across multiple areas of the organisation.

EMAIL MARKETING

We launched our Welsh Cycling newsletter in lockdown and the next step is to continue to develop our email marketing strategy to help us improve our reach and relevance. We have got a lot of plans to progress this area as we see it key in helping us maximise the potential of some of our sponsor partnerships moving forward.

Michael Stokoe, Welsh Cycling Communications & PR Officer

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