Discuss about the CYDA Social Marketing Campaign.
The concept of a social marketing is to develop activities targeted at bringing about a change or maintaining people’s behavior such that society at large can be benefitted (Journal of Social Marketing, 2007). Since the goal for a social marketing initiative is to change the perception or behavior of individuals there needs to be created awareness reading the same. Hence, social marketing makes use of various relevant concepts and then implements them in order to get their desired outcome. The scope of the current report analyses the social cause related to saving children suffering from certain types of disabilities. CYDA is a nationally recognized organization in Australia that supports children aged 0 to 25 years with certain kind of disability. The organization has immense expertise and knowledge in the field therefore is appropriate to conduct the campaign (Wymer, 2010). The current social campaign will not only be to attract attention from public but it will also create awareness regarding the organization such that people can make contribution to the same for its betterment.
Literature Review of the Organization
Children and Young People with Disability Australia (CYDA) is a not for profit organization and is functioning effectively since a long time in the country (www.cda.org.au, Retrieved on 10th February 2017). The organization is funded by Commonwealth Department of Social Services national secretariat program. The organization also receives funding from Department of Social Services to work towards helping children in need and those facing Sexual Abuse. The Company has a high brand image that can help it establish a successful marketing campaign. The Company has been saving children and delivering various services in this regards, hence it has a firsthand experience it will be in apposition to better convince the audience and communicate the ideas regarding the same to them (Bryant, 2007). The organization has a network of several individuals and team working in the area that enables it to cater to a widespread area within Australia. Thus, the organization is better able to cater to meet the needs of the society compared to any other organization.
The primary focus of the campaign will be to draw attention of audience towards the cause of saving disabled children. There are a lot of children in Australia especially from backward classes and religious ethnic minority communities (Becker, 2007). These children due to their minor disabilities which are often treatable in nature face a variety of crimes and threats from the society including sexual abuse. The organization provides protection to these children from such causes and provides them a childhood. The organization identifies such children and bring them to their place and provides them with proper care and grooming which prevents further harm from occurring to these children.
The primarily focus of the campaign will be message regarding protection that will be offered to such children (Hastings, 2007). Through the campaign the organization will try and attract as much as possible volunteers and members for the organization which will help it to provide service in this field in a better way.
The target market for the campaign will include all young people who are graduating from nursing schools. The general public will also be attracted in case they can come forward and spend their valuable time contributing to such a noble social cause (Research, 2012).
The strength , weakness, opportunity and threat analysis for the campaign will help better identify the areas in which the campaign needs to work upon (Lee, 2011). It will also highlight the potential threats that are facing the campaign which needs to be overcome.
Ø Organization has high experience in the field
Ø Cause is a noble one hence will attract attention
Ø Focus of the marketing campaign is of high interest area for many striving to work in the field (Lefebvre, 2011)
Ø Lack of finances for the cause might dampen effort
Ø Inherent lack of motivation for the campaign
Ø Support from governmental level bodies for such propaganda (Kennedy, 2010)
Ø Contact television, radio and other advertiser to volunteer for the program
Ø Spreading awareness by having several tie-ups with other similar bodies as well
Ø Police intervention
Ø Political intervention
Ø Inability to draw crowd and attention (Donovan, 2011)
Table 1 : SWOT Analysis of the Social Marketing Initiative
Source : Author
Justification of Target Market
In order to provide adequate thrust to the marketing agenda the organization needs to devise clear cut strategies for the same (McKenzie-Mohr, 2013). The target market focus for the organization will aim to cater to meet maximum of the organizational motive. through the target market focus the organization will easily be able to meet the demands for its need. the following will be the components of its marketing mix.
Product: The product of the organization is a the pink ribbon which it will provide at its various campaign and audience attracted to the idea needs to put it on their clothing. The organization will also attract volunteers for working towards the aims and goals for the organization which will include one to one basis interaction on the site and venue of the campaign (Raghavendra, 2007). A representative from the organization will be present and will fill in names of the interested volunteer for the same.
Price: There will be opportunity costs and people’s time devotion that will act as price for the program. The program will be conducted throughout the day hence interested people will have to devote the necessary time for the program which will be the price they will need to pay (Anderson, 2007).
Place: The organization has decided to select a playground near Sydney Opera House as its venue. The place is immensely instrumental in drawing large crowds hence will be used by the organization for its campaign as well (Haldeman, 2009).
Promotion: As a means for promoting the campaign the organization will make use of banners, posters, hoardings and several other advertisement techniques (Swain, 2010). The origination will distribute pamphlets for the program to draw maximum number of crowds to the program as possible. Through such promotional methodologies the organization aims to attract a larger segment of the population. Apart from its mass demonstration campaign the organization will also resort to social media form of advertisement through various platforms as Faccebook, Twitter, Instagram and so on (Palmer, 2009).
The media message for the campaign will be aimed at directly targeting the mass. It will have a message as,
“ Save Future, Save Our Children.”
This message and punch line is expected to create some sort of stir in the minds of the audience and target group (Lennon, 2010). This strong message will be highlighted through several techniques and promotions for the organization. the campaign will have several photographs of children associated with them.
Evaluation of message
The targeted message will be evaluated and measured directly through the amount of impact it is able to create in the minds of the audience (Hoek, 2011). Through the number of volunteers for the program the organization is able to attend it will measure its effectiveness. A campaign of such high social and communal prevalence needs to be draw and attract significant number of customers. The organization will have a key performance indicator (KPI) score which will measure the effectiveness of the organization’s marketing campaign (Peattie, 2009). For each mass demonstration that it makes it will aim to attract a minimum of a 1,000 audience throughout the day and a minimum of 50 volunteers from each campaign. Once the organization is able to attain such targets it will deem its marketing campaign to be effective in comparison to others.
Social marketing campaign has an underlying communal benefit associated with it. The aim of the current social marketing is to attract as much audience possible to the campaign. Hence, through the campaign the organization will devise products for the strategy such that maximum number of volunteers and audience to the campaign. Through the campaign awareness it will spread the awareness regarding disabled children which is a major social cause threat to the Australian community. The effectiveness of the message will be evaluated through its KPI scores and it will determine the awareness that it is trying to create. Disabled children are the most vulnerable groups that are currently facing several types of threats in the society through social campaign and spreading awareness at least the organization will try and devise a mechanism wherein people identifying children as disabled will take them to the organization. As the organization receives high levels of funding from governmental and other agencies hence the primary goal for the organization is to be able to deliver maximum possible communal benefits.
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