Global Vision International Charitable Trust: Enhancing Youths’ Skills Through Sports Essay.

Overview of the non-profit organization

Discuss about the Global Vision International Charitable Trust.

This particular study focuses to provide detailed insight on how non-profit business organizations tend to achieve global recognition with the help of social media marketing and new advertising campaign. The primary vision of those non-profit organizations is not only to gain organizational image and recognition, but also to provide services to the society. In this particular study, Global Vision International Charitable Trust of Australia has been chosen in order to evaluate their social media marketing and promotional strategy.  

Global Vision International Charitable Trust has already occupied a predominant place in International market. This particular organization is popularly known for its numerous initiatives in encouraging the young generation for achieving different goals and missions. This particular organization is out-an-out non-politics and non-religious where people of different cultures and attitudes can get equal respect and dignity (Ashley & Tuten, 2015). The primary purpose of this organization is to motivate the young generation for enhancing their skills and competencies towards different sectors.

On one hand, the authority tends to provide scholarships to those youths who intend to enhance their educational career. On the other hand, the volunteers inspire the courageous youth towards sports. Providing encouragement to the young generation towards sports is not only primary vision of the organization (Berthon et al., 2012). At the same time, the GVI service providers like to recruit talented and fresh young sportspersons for their club or local community.

After expanding their wings in the market of Australia, Global Vision International Charitable Trust has provided many opportunities to the young indigenous sportsman for associating with clubs and local community people (Cambria et al., 2012). It is undeniable that the indigenous group of people does not get proper scope to show their talents and skills due to the culture of racism. As a result, these kinds of people intend to keep themselves aloof from the society always (Baker, 2014). Global Vision International Charitable Trust has taken an effective initiative to those young generations. With the rapid progress of civilization, the needs and demands of the people are gradually becoming high.

Young generation get least scope to show their extracurricular skills and talents properly. Therefore, on one hand, Global Vision International Charitable Trust helps to expose the hidden skills of youths by encouraging them towards sports. On the other hand, after being associated with a sports club, this particular youth, belonging to the backwards and poor class of society would find a source of income (De Vries, Gensler & Leeflang, 2012). In addition, the sports club would be able to represent the young talents for surviving sports the society. Therefore, it is beneficial to both the club and the youth who gets chance. In order to find out the young talents the needs of this organization such as Global Vision International Charitable Trust is undeniable.  

Proper reasons why this organization is needed

Before making an effective social media marketing plan, the strength, weakness, opportunities and threats of Global Vision International Charitable Trust should be evaluated.

Table 1: SWOT analysis of Global Vision International Charitable Trust

(Source: Erdo?mu? & Cicek, 2012)

Global Vision International Charitable Trust after launching their wings in the soil of Australia has targeted the young generation of backwards society. Especially the business experts targets more than 40 young people from each particular area of Australia towards sports. The organization has stood beside the people young generation from indigenous group who does not get sufficient scopes and opportunity to show their skills and talents (Fosdick, 2012). It has been observed that a large number of youths existing in Australia are possessed with extreme skills and competencies. Therefore, the organization has targeted 18 to 30 age group of people.  This particular age group would be able to be associated with local sports club so that they can earn money showing their skills and talents (Armstrong et al., 2012). In the last year campaign, the organization has drawn the attention of 300 young people for taking the membership of sports club. This is one of the most effective ways of earning bread and butter. Therefore, the organization would like to make their target market restricted within young generation especially men.

Marketing mix strategy is one of the most effective business plans and policies with the help of which the organizational products and services can reach to the doorstep of customers (Kaur, 2016). The four Ps of marketing mix strategy include as follows:

Product:

Product can be considered as a method, good, information or idea that can be delivered in the market on a particular price range. Encouraging the young generation towards sports is the primary mission of Global Vision International Charitable Trust. Motivation to the young generation towards their special skill and interest is the primary product with which Global Vision International Charitable Trust is dealing with large number of youths situated at Australia. The volunteers of this organization are providing free registration form to the target group for becoming the member of sports club. In addition, it has also been mentioned in the website that interested payers would get dresses in free of cost. As a result, the persons would not have to invest large number of amount for accessories. 

Price:

Price is a fixed value that is considered for a particular product. Global Vision International Charitable Trust does not create any demand for the target customers for investing money (Hays, Page & Buhalis, 2013). Interested club members get free services from this NGO after taking the membership in a club. Collecting sponsorship from various brands for paying the young talents for their skill is one  of the major vision of Global Vision International Charitable Trust.

SWOT analysis of the organization

Place:

Place is a particular location or an areas of space where the target group can reach. Global Vision International Charitable Trust has established their widespread business in different geographical areas throughout the year including Australia, Canada, UK, US and the countries of Asia Pacific as well. More than 10 branches of Global Vision International Charitable Trust are available all over Australia. Therefore, this particular organization is able to create reorganization in the global market already.

Promotion:

Promotion is the systematic process of positioning the entire process of business in different geographical market. Global Vision International Charitable Trust being a globally recognized organization has decided to promote their entire products and service concept by using the popularity of social media (Morgan, Katsikeas and Vorhies, 2012). Social marketing campaign is the only platform with the help of which the organization would be able to draw their attention to the people of different geographical boundaries (Heymann-Reder, 2012). While making the promotional activities with the help of social media marketing, Global Vision International Charitable Trust has decided to plan social media marketing in the following way:

• Determine the social marketing campaign
• Selecting the target group
• Analyze the competitors’ market strategy
• Selecting the product distribution strategy
• Making the product price range
• Collecting customers feedback with the help of social media or public forum
• Re-forming the business strategy or policy as per customers’ feedback

In addition, the club would like to focus offline advertising campaign as well. The volunteers would spread their product and service concept in various areas of Australia with the help of which campaign.

While promoting a particular product, consumer-buying behavior is constituted with several types that include high involvement buying behavior, low involvement buying behavior, significant difference between the brands, few differences between the brands and so on. In order to promote the products and services of Global Vision International Charitable Trust, marketing managers would love to focus on high involvement consumer behavior. With the help of high involvement behavior consumers can be highly involved towards products and services. For this particular organization, young generation is the target consumers who are fascinated towards sports and extracurricular activities (Kaur, 2016). Therefore, the volunteers of Global Vision International Charitable Trust would like to encourage the indigenous youths for participating in Australian regional sports club and local community.

The first and foremost benefit of high influence behavior is the high influence of customers. Social media marketing is one of the most effective tools with the help of which customers from different cultures and backgrounds can show their interest for using the products of this organization. The primary purpose of Global Vision International Charitable Trust is to draw the attention of youths towards sports and to recruit those employees in sports (Saravanakumar & SuganthaLakshmi, 2012). As a result high influence behavior enables the youths to become highly inclined towards services of Global Vision International Charitable Trust. As a result, sports club can get talented sportsperson. On the other, the organization can get necessary benefits and facilities from those local sports club.

Selecting the appropriate target market

The primary intention of Global Vision International Charitable Trust is to encourage the young talents. Especially, this particular nonprofit organization is beyond any cultural and religious specification (Tuten & Solomon, 2014). Especially indigenous group of people who are striving immensely for earning bread and butter for their family, the organization stands beside those persons. The indigenous groups of people get the source of income and the sports clubs can show the young talents. The message that Global Vision International Charitable Trust creates for media include’

“Sports refresh our mind. Physical exercises evaluates out mental skills and ability. Therefore, we are here to stand beside those people who are interested to sign their career in the field of sports. Interested people can take the membership of our club without any registration fee.”

Media is the one of the most effective tools with the help of which Global Vision International Charitable Trust would be able to reach the doorstep of people from different geographical boundaries (Tuten & Solomon, 2014). In addition, the realm of social media is vast and wide. People of various cultures and religion like to use the popularity of social media. As a result, the organization Global Vision International Charitable Trust can transmit their messages easily to the target market.

Conclusion:

The entire study has provided an in-depth understanding regarding the importance of social media marketing of no-profit organization like Global Vision International Charitable Trust. This particular organization aims to provide mental support to the young generations for exposing their skills and interest. Human talents or competency should be exposed based on which an individual would be able to find a source of income as well. Therefore, social media is the only platform with the help of which Global Vision International Charitable Trust would be successful to circulate their products concepts and services to different geographical boundaries. 

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