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HEATHCOTE GIN MARKETING STRATEGIES

HEATHCOTE GIN MARKETING STRATEGIES

Email Marketing

Email marketing is a form of direct marketing that applies Email sending as a means of communication to potential consumers (Fariborzi and Zahedifard, 2012). Due to developments in technology and most individuals using digital devices, email marketing is an effective way for the marketing of products. Its effectivity is based on the fact that direct mailing increases consumer purchasing frequency and also enhances brand loyalty as customer relationship is built through regular contacts (Merisavo and Raulas, 2004). Therefore Heathcote’s application of the strategy will be beneficial for its marketing when following the appropriate steps of creation.

Current use of Email marketing tool of Heathcote Gin

Heathcote Gin is a company that is developing and introducing new brands of gin for consumers’ preferences. Email marketing has been used as one of its marketing strategies to inform consumers of the new products developed and the unique characteristics that interest the consumers to increase purchases. The email content includes the products developed, discounts created for consumers, and new stores offering the products. Since it is essential that the consumer voluntarily agree to receive email from any commercial institution because of products relevant to their needs, Heathcote gin provides an opt-in option (Reimers et al., 2016). However, the method involves a few numbers of emails on the list, which challenges their objective of marketing to a broad audience. Also, the email marketing tool is prone to spam filters, which prevent some emails from reaching the recipients. There are no prevention methods of spam emails hence affecting consumer loyalty strategies. The emails sent also fail to provide an opt-out option, which makes the audience report the email as spam. Therefore, changes are required to improve the strategy.

Recommended Changes

An improvement of the email subscriber creation for email marketing would benefit the company. Heathcote Gin’s strategy for the creation of an email list involves the collection of emails through the provision of sign up forms in its stores. Individuals visiting the stores sign up and provide their emails subscribing fo the commercial emails. In developing a broader list for the subscribers, Heathcote Gin should create an online giveaway to encourage entries and to gather email addresses. Online giveaways will encourage more people to subscribe to maximize email marketing. Finding an active list of subscribers enhances the effectiveness of the method as it maintains a repeat purchase relationship with customers, and prevents a one-time buying (Zhang et al., 2017).

The use of an attractive and influential subject line would attract more consumers. The subject line promise is essential since it encourages higher response rates. The response rate correlates with an appealing subject line (Sterne and Priore, 2000). The target consumers are between 30 to 60 years of age within the Australian market, who use their devices for many activities; hence the subject line of an email would interest them in checking the content. After the subject line, the content of the email will include information on the development of the products, discounts, and delivery methods for any of the chosen products.

Developing strategies to prevent spam filters would enhance email delivery to consumers (Roy and Viswanatham, 2016). Email spams prevent reaching excellent response rates as recipients fail to trust them. Emails are prone to spam. Therefore, to prevent such in Heathcote Gin, the emails should include a recognizable name that the consumers will quickly identify. This method will make it easy for consumers to identify spam emails and the company’s email. Also, the information technology team should be up to date with the spam filter technologies, which through paying attention to technicalities, will make it easier to identify them.

On-site SEO’s

Search engine optimization (SEO) is a mechanism that allows searchers to get results of online search. It is helpful in marketing as it displays advertisements to the targeted market, at the right time and place (Ranga and Ranga, 2014). It involves the formatting of the contents of a website to improve ranking in search engines. The SEO is beneficial to an organization since it serves a broad market of targeted consumers. Therefore Heathcote Gin has the opportunity to benefit from the use of search engine optimization to allow its consumers to benefit from the information received online through search engines such as Google.

Current use of Onsite SEO’s tool at Heathcote Gin

The objective of an online search engine optimization is to increase the number of people visiting the web site by highly-ranking of the organization site in the results of searches (Spais, 2010). Heathcote Gin website is yet to be launched; therefore, the application of onsite SEO can take place after the launch. The activities will include; maximizing website relevance through the use of proper URL, informative header tags, use of relevant keywords in the main content, and use of structured data through analysis of the words on the page.

Recommended Changes

Providing website relevance enables a company to produce high-quality content, which keeps customers happy and increase online sales, consequently raising profits. To maximize website relevance, Heathcote company should consider the URL, header tags, main content, and structured data.

URL draws the attention of target consumers to the organization’s web, directing them to navigate, and finding pages on the internet (Bhandari and Bansal, 2018). The Heathcote Gin URL should include key terms such as; the brand name and the product it sells, which is Gin, to its consumers. This will make it easier for search engines to identify the content and have a higher ranking, hence identifiable by consumers.

Header tags are pieces of HTML codes that make some specific words more identifiable according to the preference of a company. Keywords and tags appear during searches; hence, a viewer can easily find Heathcote site. Keywords such as ‘Heathcote Gin’ or ‘Victorian gin,’ differentiates Heathcote products from any other available gin. Utilizing the header tags improves the architecture of the website content, making it simpler to rank by search engines such as Google (Barisevich, 2018). Also, users can navigate, identify, and understand the content provided.

Main Content of an SEO should be of high quality and well organized to optimize the chances of being found by the search engines, making it available for consumers (Khraim, 2015). Heathcote gin should include keywords of at least 5% in SEO development. The keywords may include words such as; ‘Victorian Gin’ or ‘Heathcote Gin,’ which makes it easy to identify the site. The use of keywords provides a nature of open-access content, which improves the search ranking of the Heathcote site.

Structured data tells search engines what exactly is contained on each page and allow them to pick relevant information needed (Kiniklis, 2018). For example, Heathcote may use one of its keywords as Gin, which may mean alcoholic drink, but also have another meaning of a card game. Therefore, the content of the SEO and email should point out the purpose intended to enable the search engine to identify it quickly.

References

Barysevich, A., 2020. How Important Are Tags For SEO?. [online] Search Engine Journal. Available at: <https://www.searchenginejournal.com/important-tags-seo/156440/> [Accessed 13 May 2020].

Bhandari, R. and Bansal, A., 2018. Impact of Search Engine Optimization as a Marketing Tool. Jindal Journal of Business Research, 7(1), pp.23-36.

Fariborzi, E. and Zahedifard, M., 2012. Email Marketing: Advantages, Disadvantages and Improving Techniques. International Journal Of E-Education, E-Business, E-Management And E-Learning, 2(3).

Khraim, H., 2015. The Impact of Search Engine Optimization on Online Advertisement: The Case of Companies using E-Marketing in Jordan. American Journal of Business and Management, 4(2).

Kiniklis, M., 2020. The Benefits Of Using Structured Data. [online] Blog.marketveep.com. Available at: <https://blog.marketveep.com/the-benefits-of-using-structured-data> [Accessed 13 May 2020].

Merisavo, M. and Raulas, M., 2004. The impact of email marketing on brand loyalty. Journal Of Product & Brand Management, 13(7), 498-505.

Ranga, M. and Ranga, S., 2014. Search Engine Marketing-A Study of Marketing in Digital Age. International Journal of Management and Social Sciences Research (IJMSSR), 3(6).

Reimers, V, Chao, C, and Gorman, S., 2016. Permission email marketing and its influence on online shopping. Asia Pacific Journal Of Marketing And Logistics, 28(2), 308-322.

Roy, S. and Viswanatham, V., 2016. Classifying Spam Emails Using Artificial Intelligent Techniques. International Journal Of Engineering Research In Africa, 22, 152-161.

Spais, G., 2010. Search Engine Optimization (SEO) as a Dynamic Online Promotion Technique: The Implications of Activity Theory for Promotion Managers. Innovative Marketing, 6(1).

Sterne, J. and Priore, A., 2000. Email Marketing: Using Email to Reach your Target Audience and Build Customer Relationship, John Wiley and Sons, Inc, New York, N.Y

Zhang, X, Kumar, V, and Cosguner, K., 2017. Dynamically Managing a Profitable Email Marketing Program. Journal Of Marketing Research, 54(6), 851-866.

Education in California

The Status of Education and the Educational System in California

Student’s Name

Institutional Affiliation

Date of Submission

The Status of Education and the Educational System in California

Demographic and Budget Changes affecting Education in the Californian State

The budgetary allocations from the state have significantly declined over the years. Between the 1990 and the 2008 academic years the Californian University actual state funding for each student declined by 3%. California is however not likely to solve these budgetary constraints through increasing taxes because of the prevailing political and structural bottlenecks to these kind of proposals. Consequently, California’s higher education is and will likely continue to be both philosophically and empirically a low budgetary concern. These facts in amalgamation indicate that the state’s public education is vulnerable to crowding out with time if California’s budgetary allocations continue to face shortfalls (Newell, 2009).

A long-term group-by-group evaluation of California’s general fund projects annual mean shortfall from this year to 2030 has approached $5 billion. The current higher education funding levels, which are already below the latest peak, are likely to be sustained to the last part of this decade or until the tax increases are expired. However, even the increase in taxes will not be enough. While it is not likely that the Californian legislature will entirely eliminate spending on higher education the current occurrences are an indicator that the pressure to progressively trim the higher education budget is not likely to let up in the near future (Moore and Jensen, 2009).

Studies indicate that California’s minority students, which include Latinos who make up the fastest rising demographic cohort in California, are inexplicably disheartened by higher education enrollments whenever there are increases in tuition fees. Forced by necessity private universities are inclined to charge higher costs of tuition fees in comparison to public universities. Consequently, an eventual privatization is likely to lead to a decline of the proportion of Latino students’ population that will ultimately increase the population of white students. Private universities in California offer great incentives for students from poor backgrounds. This enables them to cut costs and thus in the end graduate many students in their low cost programs, for instance, education compared to their higher cost programs like Engineering (Johnson, 2009).

California presently stands at the void of having its outstanding system of public higher education grind down to an essentially private one. The state is faced with a long-term crisis in its budgetary allocations that is likely to get worse with time in the absence of urgent and audacious action by the state’s legislature. With its objectionable consequences for the student body’s ethnic composition, this financial obstacle intimidates the heart of Higher Education’s mandate for universal access. Boldly responding to a predicament that is of this enormity will not only be extremely necessary but also very appropriate (Hanak and Mark, 2005).

Though most of California’s state workers were educated in other states, the Californian public institute in one of its study findings indicates that it is impossible to fill the apparent gap in education by international or interstate migrations. The existing trends in migrations are absolutely insufficient to fill this gap given that the highly educated Californian population segment are now reaching retirement while the least educated in California’s demographics: the Latinos make up a very wide proportion of the Californian workforce. For this reason, it will be critical that stakeholders in the state’s education system consider augmenting the output of the state’s higher education institutions (Douglass, 2010).

Even though the California state demands more from public universities, it provides them with very few resources. If the existing trend of receding financial support from the state persists the results for California’s economy and society will be drastic. Consequently, there is a dire need for stakeholders across the education divide to do something about it before the situation gets out of hand.

Some of the Problems Facing the State’s Education System and How They can be Solved

Higher education in California is faced with two major crises: the gap in education skills and insufficient budgetary allocations. Consequently, there is an imminent shortfall of the anticipated supply of graduates in relation to market demand. It is projected that the deficit could amount to 1 million graduate workers in 2025 unless the California State considerably increases university enrollment and graduation rates. Studies indicate that the state will not be able to meet the growing demand for graduates through national and international migration; meaning that it has no option but to look for viable ways by which it can get additional funding in order to avoid this apathy. This is already a tall order given its budgetary constraints (Bowen and Michael, 2009).

By updating fundamental components of its master plan, this would be a critical step in an attempt to close the gap in education skills. This paper hereby proposes three premeditated alterations to the master plan. Firstly, the UC (University of California) and CSU (California State University) eligibility systems should be increased slowly to new levels by 2025. The UC sharing of high school graduates in the state should be increased from the current 12% to 16% graduates stemming from high schools. The share that is qualified for CSU should grow from the top 33% to the top 45%. The master plan should then set precise objectives for transferring students from the community colleges to CSU and UC. The state should define its target for larger shares of degrees that it awards to transfer students in both systems. In addition to this, a new element in the policy for higher education that focuses on outcomes particularly its rates of completion should be enjoined in the master plan (Newell, 2009).

A critical deliberation in the adoption of these objectives is whether adequate numbers of graduates from California high schools will be college ready. The strategy by CSU that requires that students complete all remediation work within a year is very effective and it is important that this strategy is also adopted by community colleges. California’s master plan will gain from added benefits if it is updated along these lines. If the eligibility levels are increased, there would be a more diverse student body in both the CSU and UC system’s economically, racially and ethnically (Moore and Jensen, 2009).

Funding issues represent the biggest impediment to meeting the new goals. On the other hand, the failure to attain these goals in the higher education sector could cost the State even more. California is a state in which the rate by which young adults are not likely to graduate from colleges in comparison to older adults is highest compared to other states in the USA. Of the states with the highest population, California is ranked 18 out of 20 in the high school to university enrollment rates. In all states, California is ranked 40 for students who attend private institutions and community colleges (Johnson, 2009).

California lags behind other US states as far as graduation and college attendance are concerned. This has in turn made the attainment of academic qualifications a critical predictor of successes in the labor markets. Education in California now serves as the only way by which an individual’s upward economic mobility can be evaluated. In the past few years, the entire US individuals with not more than a high school diploma stagnated in their wages. On the contrary, California’s college graduates increasingly experienced augmentation in their financial status. Workers with degrees earn almost twice as much as those with high school diplomas in California. Consequently, if the state attains improvements in the educational sector it will be able to realize less demand for social services, higher incomes and more generation of tax revenue.

It is estimated that by 2025, 43% of jobs in the state would require a minimum of a bachelor’s degree. On the contrary, given the current state of affairs, the California educational system is unlikely to meet this demand. The disparity between population supply and economic demand in California could be solved in two ways: by either lowering the quality of jobs found either in the state or by augmenting the outcomes of Californians educational system. The Californian state policy on higher education is therefore critical and determines the number of college graduates that can be available to Californian employers (Hanak and Mark, 2005).

In order to plan for the future of the state’s higher education system, stakeholders must come up with new goals with strategic and specific funding provisions in mind. For the Californian state to effectively close the obstructing work skills gap it must revise the 1960 levels of college eligibility by increasing them. It is projected that if the direct college enrolment rates are increased jointly with an increase in completion of degrees and transfer rates the gap in educational skills could be closed by 2025. To attain this, UC eligibility rates have to be increased from 13% to 16% of the high school candidates that are top ranked. Combined with new targets, increased completion, and new transfer targets that intend to increase the number of eligible students for CSU and UC would add about 800,000 new graduates to the state’s population by 2025 (Douglass, 2010).

Fewer high school graduates in California are enrolled in universities in comparison to other states. However, most of them are enrolled in community colleges. There is thus an ardent need for the state to guarantee the successful transfer of students from community colleges to universities in order to increase the number of college-educated workers in the state. Theoretically, a system that enables students to complete their studies in community colleges and then ensure they transfer to universities is cost effective for both the students and the state (Bowen and Michael, 2009).

Finally, the greatest impediment is on how the system would be financed, and in case the education skills gap is to be closed, how increases in enrollment can be funded as well as outcome improvements in completions and transfers. In the last five decades, the most critical change to California’s higher education is the decreased role of the state to fund its education sector. Even before the current budgetary allocations problems, funding by the state had already eroded. The residents in California State favor the work-study programs as a way of increasing funding for students. They are however, opposed to increased taxation. To ensure that funding for the educational sector is increased, the Californian state should shift spending from other programs that are not as critical as educating its residents.

References

Bowen, William G., Matthew M. Chingos, and Michael S. McPherson. (2009). Crossing the Finish Line: Completing College at America’s Public Universities. Princeton, NJ: Princeton University Press.

Douglass, John Aubrey. (2010). The California Idea and American Higher Education: 1850 to the 1960 Master Plan. Stanford: Stanford University Press.

Hanak, Ellen, and Mark Baldassare. (2005). California 2025: Taking on the Future. San Francisco: Public Policy Institute of California.

Johnson, Hans. (2009). Educating California: Choices for the Future. San Francisco: Public Policy Institute of California.

Moore, C., N. Shulock, and C. Jensen. (2009). Crafting a Student- Centered Transfer Process in California: Lessons from Other States. Sacramento: Institute for Higher Education Leadership & Policy.

Newell, Mallory. (2009). Higher Education Budget Cuts: How Are They Affecting Students? Sacramento: California Postsecondary Education Commission, December.

Heath is one of the basic needs that require a lot more attention in terms of public recognition

Name: Ibrahim Zirekoglu

Professor: David Coia

Course: ENG 115

Date: 2/1/2014

Heath is one of the basic needs that require a lot more attention in terms of public recognition. There are people in the world who cannot access quality and affordable health care. The move by some governments to introduce medical schemes to make healthcare easily accessible is good. However, the majority of the population in the middle and lower classes cannot benefit from this scheme despite its many advantages. For one to subscribe, they have to overlook a number of potential factors. Medical insurance providers operate on very strict rules and regulations that govern their daily transactions (Green & Rowell, 2013). These include timely payment of premiums and the prescribed amount for the insured. The organization-Trust Free Care Centre-has developed a plan to give attention to those who cannot get medical care due to poverty and related issues. The opening of a clinic in the area to cater for the less privileged financially will be a major breakthrough in the area for the local people.

Economic issues

The capacity to afford healthcare is dependent on the economic independence of a person. The introduction of medical insurance, on the other hand, is a major problem to the poor. This is because those who cannot potentially afford to pay for the premium find themselves in horrible situations when sickness occurs (Green & Rowell, 2013). Therefore, when one faces an important and unavoidable need, a reliable source of income is necessary. Unemployment comes as a threat to them because it could deprive them of the ability to pay. This is because it is a permanent and very uncompromising situation. When people lack money, they suffer a number of ailments from psychological to mental illness.

The working poor have nothing to be proud of at the end of the working period. This makes them languish in a class where everything they yearn to do becomes a nightmare. With the ever-increasing healthcare costs, medical insurance companies also hike their premiums. Therefore, potential insured cannot access this scheme to help them when they are sick. They become unable to meet the minimum requirements to join the insurance sector that can improve their lives. This makes them shun even seeking medical attention when the need arises. These important economic factors discussed above hinder people for living simple worth lives. The organization-Trust Free Care Centre-has the capacity to consolidate all the available economic factors to make the program a success. This would include the need to doing all possible things to ensure that all people can afford health care. In addition, this will be beneficial, as it will enhance lowering of the poverty levels (Feldstein, 2011).

Needs of the population

The population in question for this benefit has health as their core special need. This leads to having a situation in which there is medical care affordability to everyone. The need to have reliable heath care is worrying to most people. Since sickness is a natural phenomenon in most instances, people deserve to have a healthcare system that is affordable to them always. This is the effort to decrease mortality rates in the region. Health is one factor that individuals or even organizations should not underestimate. The people to get this benefit will have a major relief and boost to guide them, out of critical situations. This will make the grateful and willing support the effort for the benefit of all people (Slottje & Tchernis, 2010).

Process involved in the program

The project is an initiative by a caring non-profit organization. Serving the local community is in the interest of this organization. This will come as an extension of service delivery to the supportive society. There are various processes in place to oversee the successful implementation of the plan. This includes getting acclamation for the public on the move to continue with the implementation stage. The community is welcome in terms of decision-making elements and giving their thoughts and ideas. The ideas will have to gain approval for the government health sector. Proposals from the public for tendering and construction of the project will be welcome thereafter. On completion of the project, the organization will oversee the successful stocking of the clinic with proper facilities and employment of qualified medical staff. This will enhance the smooth running of operations in the clinic for and safe handling of patients (Feldstein, 2011).

Benefits of the project

There are benefits that will come with the project if launched. This includes the access of health care to the poor and middle class inhabitants of the community (Slottje & Tchernis, 2010). The costs will for accessing the services will be very friendly since the organizations aim is not profit. The objective for starting the project is giving to the community. On top of this, project will eliminate the need to have insurance schemes for the lower class. The scheme eats a lot into the income of a person. This money will rather benefit the people in plans to live well. This will thus lead to a reduction in health problems. Ultimately, the program will lead to a reduction in poverty levels(Slottje & Tchernis, 2010). This is since most people will not have a difficulty in looking finding money to satisfy the need. Therefore, they will live above the standards of living in the place improving their lives.

Conclusion

According to Feldstein (2011), the move to have a clinic for locals in the area is beneficial to many people, as it will give them the health attention they require. Healthcare being a primary need, access to it would have many advantages to the beneficiaries. That would in turn lead to having energetic and vibrant individuals in the society. That would encourage people to expand such projects to other places leading to have a healthier world with the prevailing financial situations. The will of doing something outdoes the effort to discriminate in terms of finance on health matters.

References

Feldstein, P. J. (2011). Health policy issues: An economic perspective. Chicago: Health

Administration Press.

Green, M. A., & Rowell, J. A. C. (2013). Understanding health insurance: A guide to billing and

reimbursement. Clifton Park, NY: Delmar Cengage Learning.

Slottje, D. J., & Tchernis, R. (2010). Current issues in health economics. Bingley, UK: Emerald.