Discuss about the Advertisement Strategy of Open Family.
From the assignment 1, it has been found that the Open Family is an NGO in Australia that helps homeless and needy youth. This company is working in this sector for the last 34 years. It has been found that homelessness has become a serious issue in this country. Youths between the age group of 12 to 14 are the major victim of domestic violence and family breakdown that gives rise to this issue (Openfamily 2017). The Open Family tries to provide best quality service to these homeless youths. The organization operates in Victoria and New South Wales to provide assertive service to the young homeless people. The mission of the company is to provide shelter to the youths, who are at the verge of losing their home. They will also work with these youths in order to improve their quality of life. The vision of the company is to provide support to the homeless people, so that they can overcome their depression and poverty and build a better future (Openfamily 2017). It has been found that, the organization provides different types of service to young people. They are such as community ownership, mentoring, mobile youth outreach and wellbeing of needy people.
From the macro environmental analysis (PESTLE analysis), it has been found that local government is major channel of funding for the organization. It has also been found that presently the Australian government has reduced the budget of local government (Openfamily 2017). It has increased pressure on the organization. Economic factors like recession and inflation rate have also affected the business of the company. Presently, social exclusion has increased in the Australian industry. It has made the business more significant in terms social perspectives. Different laws and policies of Australia like tax law, employment t law, import and export law, safety and security law and consumer law have affected the business of Open Family. It has been found that Open Family mainly targets young people between the age group of 12 to 25. However, the company is now wants to recruit young people between the age group of 18 to 35 to work with the organization.
In the assignment 2, a background summary of assignment 1 has been provided. After that promotional strategy for the organization has been developed. In this section different aspects of IMC mix have been discussed along with promotional tools that need to be used. In the last section, it has been mentioned how the company can implement these strategies to attract youth volunteers.
Aspects of IMC (Integrated Marketing Communication)
According to Martínez (2012), integrated marketing communication is not as easy as it sounds. It includes different aspects of communication like marketing tactics, public relation and advertising. All these aspects need to be coordinated appropriately, so that marketing objectives can be fulfilled. All these aspects are described below:
Boone and Kurtz (2013) stated that, this strategy (PR) can be used to develop and foster the relationship with public.In addition, it helps to develop favorable image and credible reputation for an organization. Bickhoff et al. (2014) mentioned that, presently social media has become an important part to enhance relationship with customers and show responsiveness.
According to Armstrong et al. (2012), the difference between advertising and public relation is that, it is focused on channels. These channels are like newspaper, television, radio station and billboard to place company massage.
Peck et al. (2013) stated that, sales promotion technique is a significant part of a company’s sales and marketing plan. It can be integrated with other communications elements to make the messages cohesive. It also can boost a company’s promotional efforts.
According to Peñaloza et al. (2013), the direct mail targets specific audiences (certain income level people with a defined geographical boundary). This strategy can solicit action within a specific time period, with the help of different items of mail like expiration dates or seasonal catalogs and coupons. The direct mail required to be creative and leverage that creativity with other communication.
Advertisement as a promotional tool
The company Open Family has decided to use advertisement as the effective promotional tool for marketing. The company is going to use different channels such as television, radio station, magazine and billboards to place its message. This strategy of marketing is going to be used, as it allows the company to control what they want to say, where they want to say and how long it will be telecasted to the audiences or viewers. This strategy can help 18-35 years students to work for the company.
Advertisement Strategy to recruit volunteers
The management of the Open Family will have to follow some steps in order to develop a proper advertisement strategy to recruit volunteers for the organization. Those recommended steps are hereby mentioned below.
Role description for the volunteers:
Before issuing an advertisement for volunteers, Open Family management will have to develop a volunteer role description (Aristide and Dimitrakakis 2015). Volunteers must know what they will be asked to do in the organization.
Identifying target audience:
It is important for Open Family to understand who they are trying to interact with and how they might tailor their ad to attract their audience. Using suitable language and media will play a major role.
As Open Family is looking to recruit volunteers aged among 18 to 35, it is recommended that online advertisement would be the best possible strategy (Pasqualotti and Baccino 2014). Besides, local press, television and radio can also help to reach a wider audience.
Developing a catchy title:
A catchy title must be developed for the role of the volunteers. A properly developed catchy title will ensure that the ad will grab people’s attention (Malik et al. 2014). Besides, the title must also precisely represent the role of the volunteers.
Design of advertising and copy layout:
Ample amount of time and creativity must be there into the design, language and copy layout of the advertisement. The body-copy must be divided by using bullet points. Using long unwieldy sentences must be avoided (Wahyuni and Fitriani 2014). A proper font style and font size should be selected that can be read clearly for the posters that will be distributed in different places. Having bullet points and short concise sentences in the advertisement will help the volunteers to scan through it (Kolomok and Krapivensky 2013). They will understand the advertisement quickly. Emotion imaginary can also be included in the advertisement as it will grab attention and will invoke a reaction.
A simple one liner should be added to describe the role of the organization and its mission.
Sell the opportunity:
The management of Open Family must realize that there are other organizations looking for volunteers. In this situation it is paramount to portray the company and its role in a best possible way (West 2013). Besides, all the advantages that the volunteers will receive must be mentioned in the advertisement.
Emphasize time assurance:
It is the major part of the advertisement. Open Family management will have to highlight the required time commitment, does not matter whether it is 2 hours a week or 20 hours per month (Enos and Hersh 2015). If this information is not there in the advertisement, then the potential volunteers will suppose a large time assurance is necessary and will consequently not apply.
List of benefits:
“Working to make the society a better place” can be a suitable title. However, volunteers will give their time only when they will gain something from It. It is important to outline the benefits that the volunteers will gain by getting involved with Open Family. By working with Open Family, volunteers will get a chance to make a difference, help people in need and will be able to make new friends (Moriarty et al. 2014). Besides, they will also gain work experience which will help them to begin a new career. These all points must be presented in the advertisement.
Description of the application process:
This is another critical aspect of the advertisement. In the advertisement all the steps of application process must be described in a proper manner (Barnard and Kreiss 2013). For example, if someone is interested, what should they do next? Is there any type of information form? Who must they contact to get the application form? Is there an interview process? When the interview will start? What should be the location of the interview? What documents they must carry for the interview? Is there a dress code?
In the advertisement, a phone number must be included so that potential volunteers can gather more information if they want. Open Family have their official website. Therefore, the link of the website can be shared in the advertisement. The management of the organization must make sure that they have ample amount of resources in place to respond to applicants within one or two days (Vromen and Coleman 2013). If Open Family fails to respond promptly then it will portray a negative image. As a result volunteers will lose their interest in it.
Where to advertise:
Open family can select one specific media for advertisement, or they can use a combination of advertising methods. It is recommended that they use a combination of advertising methods as it will deliver better results and will reach to the new groups in the community. First of all, the management of Open Family can utilize local press, televisions and radios. Hanging posters in local job centers will also cultivate good results. Church newsletters can also be used as an advertisement process (Gregory 2015). Open Family can also make presentations to local businesses or can attend volunteer fairs. Another productive method is word of mouth through friends and families of services users and existing volunteers.
The management of Open Family can also use social media sites such as Facebook and Twitter to gain attention of potential volunteers. The can create a Facebook page where all information related to Open Family and their recruitment process will be shared. Volunteers can ask questions directly via the comment section. It will also help the organization to develop a relationship with the volunteers.
Management of Open Family can place ads free of charge with their local volunteer center. They can also place their ads on www.volunteer.com.ie (McDonough and Egolf 2015). Celebrity endorsement process can also be used as an advertisement method. In this process, famous celebrities will appear in a video and will ask volunteers to join Open Family and to help the organization to support the young people of the country.
From the assignment 1, it has been found that the major objective of the company is to provide shelter to the homeless youths of Australia and work with them to improve their life style. Youths belong to the age group of 12-25 is the major target for the organization. It has been found that cutting down the budget has pressurized the company. In the assignment 2, section a promotional strategy has been developed for the organization. After analyzing different aspects of integrated marketing communication, advertisement has been selected as the effective promotional tools to attract volunteers belong to age group of 18-35.
It has been found that there some major steps that the company needs follow to develop this advertisement. At first, the management team has to develop a volunteer role description. Then the management team needs to decide the target audience for this advertisement. It has been found that the target audience for this advertisement is youths belong to that age group of 18 to 35 years. The company needs to select suitable language and media as they important role in advertisement. After that, the company needs to develop a catchy title for the advertisement. The company needs to provide ample amount of time to design the advertisement more creatively. In case of TV and radio advertisement it is required to add emotional content. It will attract the organization to attract more youth volunteers towards the company.
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