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Transplantation of organs between animals and humans is called xenotransplantation. Pig liver are already being used to supply some time to liver-transplant patients; and for years, pig heart valves have been used in open-heart procedures to replace damaged human valves. Cloning research may contribute to treating diseases by allowing scientists to reprogram cells. The benefits of cloning could provide spare materials. Liver cells, eyes cells and bone cells may one day lead researchers to create organic organs such as hearts, lungs, livers and kidneys. Embryonic stem cells can be grown to produce organs of tissues to repair or replace damaged ones. If someone was to be injured and/or was an amputee, it would be possible for new limbs to be regenerated. There are many other possibilities, such as: burn victims could receive new skin; brain cells could assist in the healing of brain damage; or spinal tissue could help a quadriplegic walk again. If cloning is banned, this may never be a reality. One of the strongest reasons to support that cloning is beneficial to humanity is that there would be a solution to organ limitation. One of the greatest problems in medicine today is that many people need organs for various reasons, which are not available. This creates a lot of unnecessary deaths, and problems for patients. There are not enough organs to supply the need in demand. Currently in America, 2300 of the 40,000 Americans who needed a new heart in 1997 got one. That means that approximately 94% did not receive one. This is just the heart we are talking about. Imagine the staggering number of organs that are needed in the world. For example, in the States, there are 36,00 patients waiting for an organ transplant. Also, about one third of these patients waiting will die because of the lack of available organs. There are a great number of failures with organ donation. The failures can cause serious illness, and possible death. Therefore, cloning human organs is very beneficia l to humanity.

Organ Donation: Two Deaths or One Life

The donation of organs after death is not often a common topic; however, it is a problem that needs addressing. Organ transplantation has become a solution to organ failure, but the rate of failing organs is drastically higher than that of the donors. 118,466 (OPTN: Donor Data, Web) people are currently waiting on life-saving organs, and every ten minutes (The Need is Real, Web) another person is added to that list. It is a rising trend, and 51,701 (OPTN: Donor Data, Web) people were added to the list last year, and only 8,143 (OPTN: Donor Data, Web) people donated their organs after their death. There is simply not enough awareness or concern on this matter, and as such people needlessly die every day. The United States should revitalize the organ donation system by implementing a presumed consent policy, allowing individuals to opt-out if wanted, as opposed to the current method of mandated choice or opt-in, in order to generate more awareness and increase the number of donors. Currently, efforts to increase organ donation include: advertisement, public education campaigns, and a checkbox on a DMV form for a license. Neither is efficient, nor do they provide enough information for the individuals to actually understand what organ donation is and what it includes. When asked whether or not you would save a life if you had the ability, most people would probably answer yes. This is essentially what organ donation does, but most people don’t realize this and so they don’t elect to be one. Some may object to the idea of presumed consent legislation because they fear it would violate human rights, which is a very important factor in considering this solution. It is however void because any individuals who would not want to be a donor could simply opt out. Along with this, in the current system of mandated choice, human rights are violated constantly. Even if a person had registered to be an organ donor, it is not guaranteed, 0as in many cases it is ultimately up to the next of kin. If they do not want their loved one to be a donor, than it is highly unlikely for UNOS to receive any organs. No consideration of what was actually wanted by the patient is taken into place as there is very little time to save viable organs and therefore the next of kin is the deciding factor. Another objection that may be raised to this matter may be the family’s right to make final decisions; however, the constitution makes no allowance for the ownership of a body. It is neither property nor part of an estate, and as such not able to be owned or able to be controlled by an outside source, therefore the organs within a body are not controllable by a family member. In order to protect the right, presumed consent allows donating of all organs unless the patient was to express their want not to donate. This helps to keep the family out of the personal decision and maintains the integrity of the decision. In support of this proposal, the ethics of allowing a person to die if another is able to save them, is unavoidable. With no use to a person who is deceased, there is no reason, other than their direct discretion that should prohibit the transplant of the vital and lifesaving organs. It is imperative that a dying patient should be saved at all costs if possible, and the vanity of the current system does not allow that to happen. It is impossible to tell how many individuals have simply not taken the time to fill out the form to become an organ donor because of the lack of time or simply due to forgetfulness. The lack of opt-in donors in the US is not because they do not want to be one, but rather people are naturally conservative when it comes to doing something, they tend to put it off if it isn’t important to them at the moment. Therefore I believe it is fair to conclude that in general there are more people than are currently listed that if not wanting to donate, are not opposed to the idea. Along with this, the people that do not want to donate, usually feel much more strongly about it, and as such would be likely to opt-out. This theory is very flattering to the idea of presumed consent, as it tends to be more appealing to those with strong opinions, which mandated choice, which tends to leave out a large chunk of the population, does not. Another reason why presumed consent is better than the current system is because the results are not theoretical, but they are known to have a positive effect. Multiple countries in Europe, such as Spain and Austria (Rithalia, Web), have enacted legislation of the same effect, and the results have been phenomenal. The number of donors has surpassed that of the need for organs being added to the list (Rithalia, Web). These countries are leading the way, and why should we not follow a plan that is proven and showing an overall decrease in the number of people on the waiting lists (Rithalia, Web). No matter what objections may be raised, it is agreed that some drastic change is needed and although many options are viable, this is quite frankly the solution that will produce the quickest results while also being straight forward and easy to put into effect. The US should implement presumed consent in order to help its people that are in dire need of organ donations. It is a rising need and people’s lives are in the balance of this legislation. After all, should two people die if one of them could save the other?

Social Anxiety on College Students - Free Essay Example

Sample details Pages: 6 Words: 1945 Downloads: 2 Date added: 2019/03/26 Category Psychology Essay Level High school Tags: Anxiety Essay Did you like this example? A familiar feeling of sweaty palms, an upturned stomach, racing thoughts, and increased heartbeat is what many people have experienced in their life time. This phenomenon usually occurs when we are put into situations that trigger our flight or fight responses. However, for those with Social Anxiety Disorder (SAD), also known as social phobia, these moments are experienced frequently on a daily basis with extreme intensities. Don’t waste time! Our writers will create an original "Social Anxiety on College Students" essay for you Create order SAD can be defined as an overwhelming anxiety with excessive and difficult to control worries or fears about social interactions or scrutiny (Falk Leweke, 2017). The origins of the disorder may be a result from high exposures of either stressful and negative events that one has experienced from childhood or adulthood (National Institute of Mental Health, 2016). Previous history of anxiety or other mental disorders may also be a source of origin for SAD. It is a common anxiety disorder that can be found among 33% of college students (Brook Willoughby 2015) and has a large impact on their academic and social performances. In this paper, it will address how SAD impacts college students and their dimensions of wellness. Signs and symptoms of SAD are similar to the vivid imagery described in the introduction. According to the DSM-IV, typical symptoms would include difficulty in controlling worries, general avoidance, large restrictions with speaking in public, body dysmorphia, and intense nervousness (American Psychiatric Association, 2013). More physical symptoms would include intensive blushing, trembling, stiff muscles, increased heartbeats, dry throat or mouth, and dizziness (American Psychiatric Association, 2013). This disorder is often mistaken for the typical shyness, when in reality it is something more extreme. With the flight-or-fight responses, people with SAD also tend to have thoughts that revolve around the judgments by others. Due to these thoughts, they tend to feel very uncomfortable and in some cases, may even break down and have a panic attack. It impacts 50% of children, as early as 11 years of age, and 80% of those at age 20 (Stien Stien, 2008). SAD is becoming an increasing an d alarming mental disorder that must be addressed. Therefore, getting the proper treatment for SAD is essential. For only 35% of those who have chronic SAD get the proper treatment for it (Falk Leweke, 2017). With SAD alone, they are already at high risk for cardiovascular disease and disorders related to substance-use or depression (Falk Leweke, 2017). Some of the most effective methods of treatment are psychotherapy, cognitive behavioral therapy, medications, antidepressants, beta-blockers, stress management techniques, and support groups (National Institute of Mental Health, 2016). By getting these treatments, they significantly prevent the previously mentioned risks and cope more efficiently with SAD. The intensity of their symptoms may be decreased as well since they have a source of treatment to help them pull through those social moments. However, college students often do not use any of the given treatment methods. Based from the National Alliance on Mental Illnesses (2016), approximately 75% of the mental health conditions arise at age 24, leaving college students clueless in how to cope with them (Chiu Graham, 2017). It is found that the most popular coping method among SAD diagnosed college students is through heavy drinking. In fact, it is reported about 48% of students who have SAD are also diagnosed with some type of alcohol disorder (Ham, 2009). A negative effect from this coping method is that it is a gateway to associate alcohol consumption or alcohol use disorder (AUD) (Sarah Carrie, 2002). Alcohol is known to deteriorate ones important organs such as the liver, brain, heart, and pancreas. As stated earlier, it may also lead to other disorders such as, depression, eating disorder, or other anxiety-related disorders (Nordstrom, Goguen Hiester, 2014). As a result, it shows how big of an impact that SAD has upon college students and their dimensions of wellness when it comes to self-coping. For every action there is a particular reason, which applies to why college students with SAD confide to drinking alcohol. Majority of students use alcohol as a coping method because it helps relief their fears and uncomfortableness while they are out in public. They are lead to believe that by using alcohol and getting intoxicated, they can reduce the amount of anxiety they have for the time being (Book Randall, 2002). Another reason may be due to the fact that around this age, many of their peers are also using alcohol and other forms of drugs. This causes them to be susceptible to peer-pressure and get the high possibility of addiction to any given drug. All of this ties into the smaller and detailed factors that many forget to consider when analyzing those with SAD, their environments, current situation and their group associations (Lindsay et al., 2011). Where alcohol outcome expectancies are considered and three other main reasons for drinking: negative coping, personal-intima tes, or convivial. The anxiety causes students to have intensive symptoms when out and about in social settings, such as parties. Although alcohol is bad for their health and not the best coping method, it is not primarily their fault for falling into the addictive trap of the beverage. With social anxiety, there are both positive and negative effects that intertwine with it. The negative effects are associated with their ability to do well in school and establish relationships with others. Most of them will do whatever it takes to avoid situations where social interactions are required due to their fear from SAD (Lipton et al., 2016). They often avoiding social etiquettes such as direct eye contact and projection of the voice. Their thoughts when engaging in social events are increase in negativity as well, usually regarding about themselves (Pictet, 2014). Due to their tendencies to avoid social interactions, some college students may decide to skip classes in order to keep their SAD symptoms on a low level. Their grades may drop as a result, and their ability to achieve a aspired career is diminished. They are also unable to handle stress well and may result in using drugs or alcohol to cope with it (Lipton et al. 2016). It also impacts their self-imagery because they are constantly in fear of others judging them, leading them to be very self-conscious about their appearance and actions. Moreover, negative effects involved with SAD include deterioration in the bodys overall optimal health. It can cause frequent headaches, high irritability, fatigue, increase in blood pressure, and a sense of impending doom. Without a stable physical and mental health, the other dimensions of wellness deteriorate in response. This is why many students who have SAD have higher risks in obtaining depression because their state of mind is often thrown to such mentality. Similar to simply avoiding social interactions, they may avoid work areas or school entirely as well as social groups like friends or family. As mentioned before, due to the low dimension wellness levels, they are most likely to develop another disorder on top of the social anxiety they already have. Ultimately, it would lead them to a downwards spiraling path of unhealthy amount of stress and health problems, both physically and mentally. On the contrary, a positive effect of social anxiety can be derived from a positive self image. With a positive self-image, they are able to form more positive biases when interacting with others or may even use their anxiety as a method of motivation (Pictet, 2014). They are also able to hold and express stronger emotions, exhibiting stellar empathy or sympathy to others. This results in a good trait that many seeks in potential friendships, enabling the student with SAD to overcome their weakness in establishing friendships. Another positive is that it allows the person to be more aware or alert since anxiety is the main embodiment of social anxiety. It triggers the flight-or-fight responses that enhances ones survival abilities in cases of endangerment. (Lee, Wadsworth Hotopf, 2006). They also share strong attributes in leadership traits because of their tendency to consider all the possible outcomes. This derives from their ability of being constantly aware of what could make a bad turn. There are just as many pros as there is cons from having social anxiety, which can either benefit or limit a college students ability to succeed. On a national level, there is an organization dubbed The National Social Anxiety Center (NSAC) that provides services to treat those with SAD. In this organization, they provide psychotherapy, a therapy that involves talking about ones mental disorder or emotions, across the United States in a multitude of regions. In psychotherapy, a strong relationship between the client and psychologist is made and work together through talking in order to resolve the issue that the client has (American Psychological Association, 2016). With NSAC, they specifically use cognitive-behavioral therapy, a type of psychotherapy. Cognitive-behavioral therapy helps an individual obtain new skills or strategies that help resolve inner-conflicts and achieve any set goal. The organization provides this therapy either individually or in groups, that both effectively help make a difference with SAD. It is a efficient way for college students to connect with those who have similar experiences with social anxiet y and obtain more knowledge on how to cope with it. Meanwhile on more local/state level, a community organization called NOSIRI Empowerment Center that helps those with social anxiety and their abilities in public speaking. It is located in Crofton and provides help to those who live in Washington DC, Maryland, Virginia and anyone who participates in their online classes. This organization helps supports ones confidence, self-esteem, and leadership skills as well through the formatting of counseling. It seems to have more variety than the national level organization and describes more in depth about their objective for each category that the person with SAD wants to improve on. Social anxiety disorder has hindered many college students in both academics and their over all wellbeing. It impacts them by limiting their ability to create strong relationships and their interaction or participation in social situations. The fear that is created from the anxiety overwhelms their cognitive abilities, leaving them to suffer the mental and physical trauma effects of long-term flight-or-fight responses. They are driven to cope with SAD through heavy drinking that leads them to become diagnosed with alcohol disorders. Not only can they become double diagnosed with alcohol disorders, but health or other mental disorders too, such as depression and body dysmorphic disorder. Despite the large negatives, their social anxiety helps provide them with empathetic abilities, leadership skills, and a constant mind of awareness. Organizations such as NSAC and NOSIRI provide strong support systems for those who suffer from SAD. It is very efficient for college students because not only do they get a variety of therapies, they are able get quality take away methods in coping and meet others who also have SAD. A suggestion to help aid those who have social anxiety is to give them supportive and encouraging words, to coax them out from SAD symptoms while out in social events. More support groups should be available on the college students campuses so they have somewhere to go if they begin to experience their anxiety symptoms, or if they need someone to talk to about it. Meanwhile, a suggestion to help prevent it is to expose both children and adolescents with positive and optimistic views that will help raise their self confidences. Exposure to social interactions and public speaking will help prevent the possibility of SAD developing when prevention occurs during their youth. In whole, SAD can be prevented with early prevention and has the potential to be coped with safely if given the right treatment methods. Even though SAD is shown to negatively impact a c ollege students well being and academics, they have their ways to over come the symptoms and triumph to the top.

How Violent Video Games Negatively Impacts The Developing...

How Violence in Video Games Negatively Impacts the Developing Child Haley Frost Westview High School The topic of violence in video games has been a highly controversial conversation for many years. According to a 2010 Kaiser Family Foundation study, 10 hours and 45 minutes on average are spent per day using technology among all 8- to 18-year-olds, which is over a 2 hour increase over the past five years (Rideout et al, 2010, 2). Exposure to violent video games is significantly linked to increases in aggressive behavior, aggressive cognition, and delinquency and decreases in prosocial and helping behavior (Anderson, 2004, 118), consistent with the General Affective Aggression Model. This model predicts the short and long term effects of violent video games on aggressive behavior. Many experiments have proven this, though there are some researchers who think that the results may be flawed and that the research needs to be corrected. Video game violence controversy dates back to archaic games like Space Invaders and Pac-man, as the object of these games was essentially to kill. The real debates, though, began in 1993 when games like Mortal Kombat and Night Trap were released. In Mortal Kombat, the player is engaged in a street fight with an opponent and at the end if the latter has been brutally weakened, the player is given the reward of â€Å"Fatality†. This reward involves heinous acts that range from setting the opponent on fire until his skeleton is visible orShow MoreRelatedHow Violent Video Games Negatively Impacts The Developing Child2061 Words   |  9 Pages How Violence in Video Games Negatively Impacts the Developing Child Haley Frost Westview High School The topic of violence in video games has been a highly controversial conversation for many years. According to a 2010 Kaiser Family Foundation study, 10 hours and 45 minutes on average are spent per day using technology among all 8- to 18-year-olds, which is over a 2 hour increase over the past five years (Rideout et al, 2010, 2). Exposure to violent video games is significantlyRead MoreEffect of Violent Video Games on Teenagers1070 Words   |  5 PagesIntroduction Violent video games are special games, which negatively influences to the attitude and behavior. These video games are popular between children and teenagers. Since 1980-s years violent games are in political discussion. Because when teenagers usually play violent video games, they are becoming aggressive and then they face with psychological problems. For this, some people claim that violent games are harmful for society and they affect to behavior and health. 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However, Trybus (2014) claims that gaming technology may help significantly in the educationRead MoreInformative Speech : Video Games And Violence1316 Words   |  6 PagesTopic: Video Games and Violence General Purpose: To Persuade Specific Purpose: My audiences will stop playing video games long enough not to cause people to exhibit aggressive behavior. Proposition: We should not play video games for long periods of time in order to avoid addiction and aggression Introduction: I. Attention Getter: * To start off how many of you guys play video games? (Video) Imagine you’re the person playing this video game. How do youRead MoreThe Effects Of Video Games On Children2140 Words   |  9 Pagescognitive development in youth; some approaches are: school systems, puzzles, board games, society, media, etc. There is one approach that has been given various amounts of feedback, which has been linked to both positive cognitive development and negative influences. Video games have been linked with improving educational benefits amongst all age groups; however, for every positive there must be a negative. Video games have been branded with a reputation for social issues, physical aggression, and in

An Analytical Essay On Online Privacy - 1850 Words

NIT2201 IT Profession Ethics ASSIGNMENT 1 An Analytical Essay on Online Privacy NAME: RAMDEEP SIWACH STUDENT ID: S4552144 Table of Contents Privacy and Digital Privacy 2 Digital privacy in Australia 2 Loss of online privacy 2 Ways to protect digits privacy 3 Case study on Digital Privacy: â€Å"Girls Around Me† 4 Case Study on Digital Privacy: â€Å"Double Click Controversy 5 CONCLUSION: 5 REFERENCES: 6 Privacy and Digital Privacy Privacy is not described in law, and providing a definite definition is difficult. Privacy relates to the principles of human self-esteem, human uniqueness, the importance of aloneness, and can be described as ‘the right to be left alone . When something is private to a man, it implies as a rule that something†¦show more content†¦They agree with the statement if you ve got nothing to hide, you have nothing to worry about. But it s not always true as we are surrounded by technologies, all the machine like a smart phone, GPS, camera, CCTV records your behaviour and somebody somewhere can access it. This digital world is full of concern and threats to privacy like- †¢ Facial Acknowledgment programming is building a database: Facebook and Google+ each offer photograph sharing instruments to a large number of clients. Facebook states that the information is remained private, however, who knows how the information is utilized after it is sold to foreigner organizations. †¢ Cell Phone GPS functionality provides easy location tracking: Nowadays every phone has GPS system in it. By using the GPS via your car or cell phone, you are accepting to use a government-owned tracking system. This, in turn, means you are cooperatively sharing your location information. †¢ Cookie Proliferation has reached troubling levels: An assortment of online substances embeds Cookies into your computer, a portion of the cookies at that point enable organizations to track you as you move over the Web. According to a survey in the UK, only 15% of respondents said they knew at least a fair amount about it. This is astonishing, given that an initial warning banner appears on websites informing the user if the site uses cookies. †¢ ICLOUD Attack: Although Apple iCloud came under attack last year when hackers apparently stoleShow MoreRelatedHow Analytics Helps An Organization Optimize Their Business Processes1730 Words   |  7 PagesIntroduction Analytics is defined, according to online-behavior.com, as the â€Å"process of obtaining an optimal or realistic decision based on existing data.† [1]. 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Specific Objectives †¢ To make their work easier and to be accurate on their work. †¢ To have a privacy and security to the students information. †¢ To easily search to access the students information. †¢ To organized all

Aristotle’s Theory of Poetics Free Essays

Aristotle’s Theory of Poetics Research Assignment Aristotle bases his theory of poetics on greek tragedy. He defines tragedy as â€Å"the imitation of an action that is serious and also as having magnitude, complete in itself. † (Melani, 2009) He views that, â€Å"Tragedy is a form of drama exciting the emotions of pity and fear. We will write a custom essay sample on Aristotle’s Theory of Poetics or any similar topic only for you Order Now Its action should be single and complete, presenting a reversal of fortune, involving persons renowned and of superior attainments,and it should be written in poetry embellished with every kind of artistic expression. † . (Melani, 2009) Usually the writer would present the emotions of pity and fear within tragedy which interprets catharsis. Aristotle viewed the term catharsis as the â€Å"purging† of emotions such as pity or fear which are triggered with tragic action within greek plays Aristotle draws a difference between tragedy and other genres, as the audience watches the tragedy, they feel a â€Å"tragic pleasure of pity and fear†. In order for the tragic hero to arouse these feelings in the audience, he cannot be either all good or all evil but must be someone the audience can identify with; however, if he is superior, the tragic pleasure is intensified. His disastrous end results from a mistaken action, which in turn arises from a tragic flaw or from a tragic error in judgment. â€Å"Often the tragic flaw is known as hubris, pride that causes the hero to ignore a warning. It has been suggested that because the tragic hero’s suffering is greater than his offense, the audience feels pity; because the audience members perceive that they could behave similarly, they feel pity. An example of this is evident within the tragedy Oedipus Rex. (Melani, 2009) Catharsis Aristotle argues that the best tragedies and some of the best plays, since Aristotle considers tragedy to be the highest dramatic form, when the use of reversal and recognition to achieve catharsis is present during a tragedy or a play, he finds that with this aspect in perspective they are the best. Aristotle often writes reversal works with a story’s spine or center in order to ensure that the hero comes full circle. An example of this is highlighted in the play Oedipus Rex, a hero who undergoes such a reversal and thus has cathartic self-recognition. Aristotle considers catharsis to be a form of redemption such that even though Oedipus’ recognition is tragic it still redeems him: he no longer lives in ignorance of his tragedy but instead he decides to accept his fate. He sees that redemption is not the only result of catharsis; the audience also undergoes a catharsis in a good drama. The hero’s catharsis induces both pity and fear in the audience, they pity the hero, and fear that his fate could possibly happen to us. Mimises Aristotle believes that there are two main aspects to think of art: some would consider art to be an expression of what is original and unusual in human behavious whilst Aristotle argues that art is â€Å"imitative†, it is a representation of life, and this idea motivated Aristotle. â€Å"He devotes much of the Poetics to exploring the methods, significance, and consequences of the imitation of life. Aristotle concludes that art’s imitative tendencies are expressed in one of three ways: a poet attempts to portray our world as it is, as we think it is, or as it ought to be. † (Zuern) Aristotle believed that all poetry is an imitation or mimesis. Aristotle imagines that poetry springs from a basic human delight in mimicry. Humans learn through imitating and are fascinated by looking at imitations of the perceived world. The mimetic dimension of the poetic arts is, always representational. This was known as mimesis. During Aristotle’s time, critics considered epic poetry to be the supreme art form, but Aristotle though differently, he viewed tragedy as the better of the two forms. Aristotle believes that tragedy, can entertain its written form, but also can translate onstage into a drama of spectacle and music. Aristotle often felt that the use of the word â€Å"unity,† was sometimes misunderstood. He considers that unity is the ability of the best dramatic plots to revolve around a central axis that ‘unites’ all actions within a play. Aristotle believed that a unified drama will have a ‘spine’: a main idea which motivates all the action, character, thoughts, diction and spectacle in the play. (Gradesaver, 2012) Work Cited  · â€Å"Aristotle’s Poetics Study Guide. † . 4Shared, n. d. Web. 6 Sep 2012. .  ·Ã¢â‚¬ Aristotle’s Poetics Themes. † GradeSaver . N. p. , n. d. Web. 6 Sep 2012. .  ·Melani, Lilia . â€Å"Tragedy. † . N. p. , 13 March 2009. Web. 5 Sep 2012. .  ·Zuern, John . â€Å"Aristotle Poetics. † CriticaLink. University of Hawai`i, 1999. Web. 6 Sep 2012. . How to cite Aristotle’s Theory of Poetics, Papers

Key Statistics for Merthyr Tydfil

Question: Describe about the Key Statistics for Merthyr Tydfil? Answer: Situational Analysis In order to perform a situational analysis for Trinity Child we can perform PEST Analysis and SWOT analysis. PEST Analysis Political There are not many political factors which affects a childcare organization in the UK. There are employment policies for the employees and the regulations for the operation of childcare organization but otherwise the laws, national and local authorities are favorable for this business. Economic From macro-economics standpoint, UK is on track to become the fastest economy in the G7 countries and among the european union. (Allen, 2014). Apart from that things that specifically affect the childcare industry are factors such as population growth, child population, employment, income growth and childcare costs. All these factors are in favour of Trinity because a favorable general population growth and a stable child-population growth i.e., live births means favorable business for Trinity as older childrens will be replaced by new borns. A decreasing unemployment rate means more and more people are able to afford childcare services which in turn creates more demand for Trinity. This is also favourable for Trinity because unemployment has been on a decline in UK. Apart from that, household incomes are on the lower side in Merthyr Tydfil county which makes non-commercial childcare more appealing as an alternative to the commercial childcare services (Aelodau, 2008). Technological With technological advances of the internet and access to cheap and high-speed internet access, mothers all around the UK are now more internet adept and are accessing information on topics such as childcare, health among others (Aelodau, 2008). At the same time, the use of social web has also boomed (LLC, 2013). This makes it an excellent opportunity for Trinity child to utilize such avenues to reach out to more and more mothers in UK. Social Increasing belief among parents who believe childcare is not just a mother's responsibility. However majority of mothers are still unable to make use of child care primarily because it is expensive. At the same time, research has proven that from birth to 6 years are the crucial period where lots of skills needed to attain higher level education and social adjustment are attained at the same time a child without a pre-school education suffered from lower cognitive output. SWOT Analysis Strengths The first obvious strength is that its an extremely low cost offering from commercial services. m A wide variety of service offerings which uniquely fills various gaps in traditional commercial service providers. Easy to attract fresh talent as theres a large pool of highly motivated and dedicated volunteers ready to take part in a community-oriented organization Weaknesses weak capital reserve The entire organization depends upon donation largely so if the flow of donation falls short, their operations would suffer. This would put them at a weaker spot compared to their competitors.The majority team would be young to begin with and have little to no experience because most of them would be volunteers. Threats Threat of competition from for-profit service providers Competitors could quite easily promote their businesses in better way because of sufficient marketing budget Mindset of parents since they might equate a not-for-profit venture with lousy and careless service An increasing household income in future could generally mean that parents would be able to afford commercial alternatives which in itself might be a deterrent from non-commercial service providers. Opportunities Late entrant to the market hence have the opportunity to learn from others mistakes and position their service in a better way WG Policy focusing on child poverty Sponsorship opportunities Opportunity to attract fresh talent from the large community of volunteers who could help in operations as well as in the ground-level marketing campaigns Could attain an opportunity wherein the organization can feature and thereby market itself among social organizations, ngos and other such networks Business Objectives Mission To improve life chances and support social inclusion of children and their families within the community, provided through a community owned Child and Family Centre providing education, affordable quality childcare, family support and health services Objectives To improve the life chances and support the social inclusion of children and families. To improve educational, health and economic prospects of children and families however that family may be defined. Marketing Objectives (SMART Approach) Marketing Objectives in general Increasing brand awareness among parents of methy county in the age group of 20 to 55 in the first year of the marketing plan Increasing awareness of prime services offered by Trinity from nonexistent to atleast 10% of the target market in the first year of marketing plan Achieving an 80% fill-rate of the class of the entire child care servicing unit in its first year of the commencement of the marketing plan Recruit over 100 volunteers from different volunteering platform to carry-out the ground level marketing Digital Marketing specific objectives Creating a digital presence based on analysis of similar organisations and best practices in the industry, so that visitors using the digital media will be more likely to engage with Trinity CFC and its products/services Securing unique page names and usernames on Social Media pages on platforms such as Facebook, Twitter and YouTube Integrating all channels of digital communication and marketing with the website as well as offline communication channels Initiating the digital marketing strategy Conducting a digital marketing research for SEO to identify keywords relevant to Trinity and the industry in general. Finding at least 50 such keywords To conduct a further research on keywords to identify their placement in the content of the website, how frequently they are used, amount traffic they attract, etc. density of a keyword in a particular page, high density keywords provides good rank of the page. Besides them highlighting of content is also there like html . Conducting a digital marketing research to identify some potential and other avenues for both paid and free digital banner-based and link based advertising. Identify at least 20 high-traffic paid websites for banner advertising as well as 10 high-traffic free websites for banner and link based advertising. Conducting a digital marketing research to identify keywords and phrases to be used for SEM. Identifying at least 20 such keywords relevant to the organization and the industry.The placement of ads will be performed by adsense tool of Google and similar tools from Bing and Yahoo. Designing of landing pages on Facebook, Twitter and YouTube by paying particular attention to the branding use on websites so as to ensure homogeneity. Identifying potential sub-groups, pages , tags and platforms on Facebook, Twitter and YouTube to help carry out paid advertising on these platforms effectively reaching the most specific target audience. Growth with digital marketing strategy Receiving 3000 unique visitors every month by the end of the first year Achieve a ranking of 1st page in at least 5 high ranking keywords on major search engines by the end of first year Achieve a ranking within first 3 pages in at least 20 high to medium ranking keywords on major search engines Attaining at least 20% of visitors on the site from SEO alone by the end of the first year Attaining at least 20% of the visitors on the site from Social Media Marketing alone by the end of first year Attaining a return of 50 visitors from 10GBP spent on paid marketing initiatives Spend no more than 2.2GBP average per click Achieve a CTR rate in excess of 2.3% by the end of first year Achieving at least 50,000 of genuine followers on YouTube, Facebook and Twitter combined from the target market Optimizing website as well as social media pages with the most relevant keywords Engage with at least 5% of the connected followers on social media pages using analytics and listening tools Segmentation, Targeting and Positioning Segmentation Parents with young kids are our entire market. If we try to segment the market, we get the following divisions: Stay-at-home parents with infants Stay-at-home parents with 1 to 3 years old kid Stay-at-home parents with 3 to 5 years old kid Working parents with infants Working parents with 1 to 3 years old kid Working parents with 3 to 5 years old kid Targeting However the focused segment would be stay at home parents with infants, working parents with infants as well as stay at home parents with 1 to 3 year old kids and working parents with 1 to 3 year old kids. This is because of two reasons. First, the organization wants to keep its focus narrow and provide only those services which they can deliver effectively and secondly because this is group where most of the parents look out for child care services. Positioning The services would be positioned in such a way that the segment group finds it attractive. The segment group with working and staying-at-home parents with infant kids would be attracted because their child would be taken care by women who had been mothers. So its ensured that there will be utmost care and diligence and that their kids would be in safest hands. While the other segment wherein both working and stay-at-home parents with kids of 1-3 year old would be attracted because their kids would be put in a stimulating and fun environment which is dynamic, safe and educational for them so that they could learn skills required for higher education and better adjustment in life. However in both of the case, well-trained and well-behaved staff, safety and security will be a common element. Tactical Plan Social Media Marketing Plan Non-paid activities - This tactic will include news sharing, content uploading, company updates and success stories. The news will be gathered from government organization which publish our achievements The content will be displayed on our website. The content will be dynamic and will get replaced with most updated content i.e. statistics and success stories. The content and company updates will be prepared by the companys staff on the basis of feedbacks received from organizations events. The content can be the upgraded statistics of the company and video recording of the events held and volunteers. In addition to the companys site, the free marketing tools will also be employed - Facebook, Twitter and Youtube. A facebook page of the organization will be made and targeted to segments which are mentioned in above section. Every news and new updates will be posted here. A youtube channel will be created where recorded events are uploaded. The updates will be posted on Pinterest as it has a higher number female visitors. Engaging with audience - On every single Facebook like, a thankful message will be posted. Every single comment will receive a specific reply. It can be an answer to the query or starting conversation by dragging the user on the website. Facebook posts will have images of various events, volunteers and each of them will be tagged to maintain a connectivity with the visitors. Special issues will be posted on Facebook and Twitter which will initiate the conversation and finally bring them on the website. Opinions polls on same issues will also be conducted on Facebook along with some quizzes and organizational content. Following digital marketing and social media marketing ethics will be considered to maintain the consistency of tools and messages - Ensuring consistency on all platform (i.e., timing of updates, number of updates per day, writing style consistency, consistency in messages being conveyed etc) Ensuring only useful and interactive contents Ensuring content are short, objective and free from any abuse and bias Any important comments/replies from people sohuld be taken into consideration, any question should be followed up with a reply etc Paid activities - Picking up the best news, contents, updates and stories and marketing on the identified pages, hashtags, groups etc from above and then creating an ad based on that and then targeting the right audience. The placement of ads will be governed by adsense tool. Search Engine Optimization Plan Onsite-SEO Keywords research and analysis Keywords Implementation - The keywords will be placed in meta tags of the pages. The high-traffic keywords will be placed in the heading of pages i.e. title tags, headings, alt tags of images and internal links. All the URLs will have descriptive title tags (GoogleUserContent, 2015). The canonical link tags will also be added. The speed of a page loading will also be recorded along with density of keywords. Keywords tracking Search engine submission Offsite-SEO The keywords will be placed in the anchor text i.e. name of the link (Bargeron, 2001). There will be no dead links. The traffice will increase as the links will be placed on the quality link partners which are already established. The site will be submitted to web and industry directories which confirms the legitimacy of site. Google analyitcs will be used to generate website traffic reports. Link Building Article Submission on directories Directory submission Classified sites submission Paid Search Engine and Banner Marketing The content will include the recently held events and percentage increase in the number of volunteers and people served irrespective of nationaltiy. Google, Bing, Yahoo will targeted in the first two years. Thereafter, depending on the nationalities of people, country-specific search engine will also be targeted. Apart from this, paid marketing will also include advertising on high traffic websites which are related to theme of this website. These may include high-traffic sites, sites such as WHO and UNESCO. Action Plan Team member Job description Team 1 (size of 3-5) Build awareness and engage with people on facebook, Twitter and YouTube. Marketing campaign launch first on Facebook with Twitter and YouTube to follow. Creating of website content Creating of daily posts Monday to Friday. Engaging with audience on all Social Media platforms Post engaging questions Mention about personal life experiences Monitoring of performance and recording it in a separate spreadsheet Team 2 (size of 1-2) Carry out Facebook, Twitter and YouTube advertisements Creating of content and creatives wherever necessary for the same Monitoring performance of advertisements Team 3 (size of 2-3) Keywords research Competitor Analysis Keywords implementation Article Submission Link building Directory submission Monitoring of performance using analytical tools on a spreadsheet Team 4 (size of 1-2) Identifying websites and other avenues for paid marketing iniatives Carrying out paid marketing activities on Search engines Monitoring performance of paid marketing activities Performance measurements Key performance measurements include visitors to websites, ranking of keywords on search engines, receiving visitors via SEO, receiving visitors via social media marketing and attaining a certain amount of followers or likes on social media accounts of the organization. Visitors on website are to be measured with the help of an in-built website analytics tools such as Google Analytics and an external analysis tool such as compete.com (Google, 2015). The performance and metrics, will be noted down in a spreadsheet every week with a performance review every quarter. The ranking of keywords will be tracked with the help of search engine specific keyword tool and its performance will be monitored daily. The CTC rate will be monitored daily. In order to ascertain, the number of visitors on the site from SEO and from Social Media the in-built analytics tool such as Google Analytics will be used. This calculation will be done quarterly. All of the paid marketing initiatives including search engine advertising, banner advertising and article advertising will be summarized weekly and its ROI will be measured. The benchmark here being 20 visitors / 10 GBP and a max of 2.2 GBP per click. Inbuilt analytical tools of the social media platforms will be used to understand the engagement, reachability, impact and growth rate. Control and Measurements Measurements related to the specific objectives of the digital marketing plan are outlined earlier in this document which includes visitors to website, followers on social media accounts, keywords and their impact among others. The responsibility and frequency of measurements has been listed earlier. Measurements actually happens daily automatically in the background, only it is observed and noted down at specific intervals. Measurements are to be reviewed every quarter. A mathematical formulation will be prepared in order to predict if the objectives will be met by the end of the year or not, if it is found that the current trend does not paint a favourable picture at the end of the year then additional funding, team and / or activities will be employed to correct the variance in the long run. However, a variance of +/- 10% is ignored. References Aelodau, G. (2008).Key Statistics for Merthyr Tydfil. [online] Wales. Available at: https://www.assembly.wales/NAfW%20Documents/merthyr_tydfil.pdf%20-%2018042008/merthyr_tydfil-English.pdf [Accessed 26 Mar. 2015]. Allen, K. (2014).UK on track to be fastest growing G7 economy despite slowdown. [online] the Guardian. Available at: https://www.theguardian.com/business/2014/oct/24/uk-economic-growth-slows [Accessed 26 Mar. 2015]. Bargeron, D. (2001).Robustly Anchoring Annotations Using Keywords. [online] Microsoft. Available at: https://research.microsoft.com/pubs/69898/tr-2001-107.pdf [Accessed 26 Mar. 2015]. Google, (2015).Google analytics. [online] Available at: https://static.googleusercontent.com/media/www.google.com/en//grants/education/Google_Analytics_Training.pdf [Accessed 26 Mar. 2015]. GoogleUserContent, (2015).Search Engine Optimization Starter Guide. [online] Available at: https://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf [Accessed 26 Mar. 2015]. LLC, B. (2013).2013 UK Report. [online] BabyCenterSolutions. Available at: https://www.babycentersolutions.com/docs/BabyCentre_2013_UK_Social_Mum_Report.pdf [Accessed 26 Mar. 2015]. Answer: Marketing Objectives (SMART Approach)