The Talent Tap is a not-for-profit charity within the UK, serving as a vital link between
business and talented students from diverse underprivileged backgrounds, by presenting
valuable opportunities to young people, and enabling businesses to access a diverse talent
pool. Many charities lack in digital marketing expertise, therefore the objective of this
report seeks to understand how and what the charity can implement to ensure they can
increase their brand awareness online to be more digitally present within the social noise of
today. This discussion extracts data from a primary questionnaire and industry data online.
An evaluation of the external environment in which the charity sits within discovered the
economic crisis, user engagement and accessibility, along with the emergence of technology
affecting the charity’s ability to maximise success. The internal environment discovered The
Talent Tap’s current unengaging and low awareness digital marketing strategy for their
website, combined with a large number of young people living in deprived areas and only
9% of businesses focusing on social mobility. In relation to their digital presence, it was
made evident that the majority of students and employers hadn’t heard of the charity, and
those that had, had not felt the website was representative of the work the charity does.
The underlying factor for this presented a lack of awareness and lack of knowledge in the
marketing field. A market analysis discovered the importance of charities to establish a
strong digital presence in light of technological advancements with results presenting the
requirement for marketing training, website design and SEO optimisation, and the creation
of more comprehensive content to provide users with a complete understanding of the
charity’s mission and service.
Drawn from the analysis, it is recommended that The Talent Tap implement a website and
SEO strategy which consists of optimising for mobile, enhancing their content and design in
line with competitors, including keyword optimisation. By putting these recommendations
into practice, The Talent Tap can achieve their aim of increasing their brand awareness and
visibility, thereby expanding their reach and impact within the community it serves.
This research uncovered a void for future researchers to explore the link between social
media marketing, SEO and websites and an exploration into how contextual factors and the
characteristics of users impact the importance of different aspects of website usability