F INAL R EPORT : H OMELESS E H UNGARY H UNGARIAN M ALTESE C HARITY S ERVICE Sebastian Sanchez Menses Daisy Dirks Ferenc Kvasznicza Vittoria Stoffie Adrian Diez Gutierrez Nicoleta-Alexandra Burche

T HE H UNGARIAN M ALTESE C HARITY The Hungarian Maltese Charity is making its activities int he Karpatian Basin in Hungary. Its 20 years long past have created solutions for problems int he social and health care sphere, these are recognised part of the entire system. In the Humanitarian field they collected several experiences with Romanian and Yugoslavian aid projects. Their task is to give their experiences to those who are in the need. They have foreigner friends from whom they get help, especially in the first years.This leads them to participate in international activities, however this is not their main task.

E XECUTIVE SUMMARY Establishment of three segments for the English campaign, then reduced to one (companies) due to low effectivenes of the other two (Institutions and High Earners) Performance assed with 3 variables: Clicks Cost per click Click through rate

O VERALL P ERFORMANCE

E NGLISH CAMPAIGN Target segment: Companies willing to participate in CSR activities

H UNGARIAN C APMAIGN Target segment: companies

H UNGARIAN C AMPAIGN Target segment: Citizens

C ONCLUSIONS Both of the ratios (CTR, CPC) were improved during the campaign while the knowledge in managing the budget increased. CTR going form 0,08% to 0,72% CPC going from 2 PL to 0,51 PL The number of clicks was maintained and increased going from 4 in the first day to 96 in the best day performance, with an overall number of 378 in 7 days, which gives us an average click per day of 54. The relevance of the search matches improved considerably by giving more specificity to the keywords.

R ECOMMENDATION Giving high importance of knowing what the optimal range of price is. Giving relevancy to linking the social media tools with the operational activity of the organization, to provide stakeholders easy and efficient opportunities to participate. Maintaining and updating constantly the organization information and economical aspects of virtual campaigns.

L EARNING COMPONENT Building awareness about the exclusion Working in international team Familiarizing with Google Adwords Finding out abour social awareness in Hungary Website is not enough for a proper advertising initiative