World Vision Philippines is a non-profit organization that advocates helping the children, families and communities in the Philippines in overcoming poverty and injustice. I have chosen this company because there were two questions that were running through my mind. First is, “How does a non-profit organization market their company? Second, “What do they exactly sell?” For a non-profit organization who is dependent on funds being donated or generated from activities for a cause, it would be very impractical for them to promote their company using above-the-line advertisements such as print ads and television commercials, the only medium they could take advantage of without having to spend a lot of money is through the optimization of the internet. As I visited their web site which is www.worldvision.org.ph , I was able to come up with different observations. It is commendable that the website of World Vision can be easily searched and accessed. Upon looking at their site, it is really apparent the World Vision uses variety of online marketing practices. It features both the technical and creative elements of internet marketing which includes development, design, advertisement and sales. Other critical strategy elements such as the offer, the media used, the targeting vehicle, the creative execution, and the service and support used by the company must also be assessed. As I entered the site, I looked into its appearance. (Refer to Annex B) It looks visually appealing and professional. The colors used which were mostly orange, white and blue were not distracting. Texts can be easily read. The graphics used were capturing too, it contributed a lot in making the home page look simple yet not boring, and the photos used were of high quality which added to increase its visual appearance. Although style is important to know create good impression and to entice visitors to browse longer on a webpage, the content of the website to know if it has substance must also be considered. The information available must be enough for the visitors to find what they are looking for. Apart from putting substantial information in the website, it is also important to assess whether these information are relevant. The homepage of World Vision summarizes all the features that it has on its web page. Upon visiting the page, you will already see links that will lead you know what their advocacy is all about, how to sponsor a child, what are other ways to give, how to get involved, who is World Vision and who are their partners. Apart from that, news articles, videos, testimonials, and featured events can also be found in their home page. Links for search, site map, FAQs, jobs, log-in, and testimonials are also located at the bottom of their website. A feedback button is available at the side of the webpage and a comment box below which visitors can click to send in their comments and suggestions. (Refer to Annex F) Apart from the feedback button, there’s also a “contact us” button located at the bottom of the website as well. Icons which will lead the visitors to the account of World Vision in various social networking sites such as Facebook, Youtube, Google + and Twitter are located there too. Their latest Annual Report can also be previewed and downloaded which can also be found in their homepage. (Refer to Annex B and C). The content of World Vision’s Website is very organized which made navigation easy. All the contents which can be found in their website are updated and arranged logically.The videos, the news articles and the events which have been featured added in creating a deeper experience for the visitors. The primary goal of World Vision is to acquire customers who will be willing to sponsor a child, or provide donations which the company can utilize to push through with its activities and advocacy. World Vision uses two...
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