The University of Reading is very helpful to us at Ethical Reading as those who have been to our evening meetup sessions will know. Ethical Reading also has two University of Reading interns this summer.

We were also delighted by a project delivered to us by the Henley Business School’s  Course MM391 on Digital Marketing this month. One of the teams, led by Wanvisa Chawala and Darius Maleki, under the supervision of Dr. Rodrigo Peres Vega, gave us a presentation of their findings – thank you both!  The team had reviewed our online media presence and assessed it under three of our main objectives: awareness, engagement and retention.

Awareness

For the social enterprise to flourish, long term organic traffic to the website must increase. This allows the brand name to spread within Berkshire, then nationally. Research shows that only 20 per cent of individuals and firms – both in Reading and nationally – are familiar with us. A valiant effort, no doubt, but there is room for improvement. Chawala and Maleki proposed key performance indicators: Search Engine Optimisation (SEO), content marketing and a stronger social media presence.

Engagement

To improve the workplace, we need a mutual relationship with individuals and firms in Berkshire. We must encourage two-way communication.

The presenters suggested several methods. Using analytics on the website would allow us to know our key demographic. Putting questions and answers, along with facts about mental health, would make the website more interactive. Giving regular updates to our partners through their preferred communications outlet would humanise our brand.

For example, Facebook posts can include Eventbrite events, links to articles, pictures and concise messages about mental health awareness in the workplace.

Retention

In a consumer-based economy, Ethical Reading must give a clear purpose of our product and vision since consumers make decisions fast. Ideally, there should be a high percentage rate of new website visitors to returning visitors and a low bounce rate (users who leave) is ideal. Also having an Ethical Reading app with regular notifications and updates would increase usership.

In short, these three objectives can help the social enterprise lead to success. We can attract partners with a clear purpose; we can convince them to join us; we can keep close contact and make them loyal to our project.

Gill, Gurprit, David, Gurnam, Olivia and I would like to reiterate our appreciation to Wanvisa Chawala and Darius Maleki for the fantastic presentation and to Rodrigo for the opportunity to work with the University.

Raj khan, Ethical Reading Intern.