Delivery in day(s): 4
Social Media Marketing Case Study Proof Reading Service
This assignment explores the social marketing initiatives taken by the organisation towards the theme of “Encouraging people to become an organ donor”. Australian Red Cross is considered to be a reputable organisation in Australian market and has a huge set of satisfied consumer supporting the organisation in their business process. The learner plans to use various tools to understand the strength of NGO based company among the general mass. The learner discusses about the organisation and focuses on their works in the past and based upon the information, the learner uses secondary sources of information to critically analyse the role of Australian Red Cross towards providing assistance to people. In addition to this, with the help of marketing mix, the researcher explains the developed social campaign and its preference among the people.
Selected Organisation – Australian Red Cross
Founded in the year 1914, Red Cross has been serving the nation for many decades. Over the years, this NGO has provided assistance in many natural causes and helping the people without any greed. Headquartered at Melbourne, Judy Slatyer, and CEO of the prestigious NGO moves with an aim to become one of the leading humanitarian organisations globally and bring changes in the lives of people. This particular NGO has its branches or support centres as called by the people, all over the world. The organisation aims to look after the needs of the people and help them accordingly to ensure that they do not face any difficulties. One of the major issues that the world has seen in recent times revolves around organs. The scarcity of resources has led many deaths and therefore the organisation looks after this issue and is coming up with a strategy that can bend the very fabric of nature and help people to live (Redcross.org.au, 2017).
Since the organisation has a strong brand presence in the market, the company has recently decided to do an awareness campaign on donating organs. The organisation believes that very few people are educated or informed on the matter. Through this social campaign, the organisation will be able to deliver knowledge to people about the importance of organ donation and how it can save someone’s life. Since there are many organisation in the market who undertake such activities to inform the public, seldom are there who make an impact on the public (French, 2010). This happens mainly because of the organisation visibility in the market. However, this NGO is a highly established organisation that has been serving the people for decades and has a good brand value due to their quality and availability of resources.
Based on the above analysis, Red Cross has a considerable amount of influence among the people of the country and is believed to be one of the most powerful NGO’s that are capable of assisting mass population. Due to their brand presence among the people, Red Cross faces no issues in their service to the people. Speaking of the people, the NGO is trusted blindly because of their noble approach to people. The organisation does not consider any “consumer” but their very own people who make them acceptable globally among the volunteers and people (Dann, 2010). The organisation always makes an effort to increase their reach and help the people as much as possible to ensure that no people are left alone. However, there are certain flaws as well which are obviously common. Sometimes the organisation runs out of stock and is therefore not able to help the people instantly (Wakefield et al. 2010, p. 1262). It takes time, but time is precious when it comes to medical condition. Therefore this one place, the organisation is weak due to their connectivity with other branches or support centres. Apart from that, the organisation is always ready for providing assistance.
Justification of an appropriate target market
Since the organisation has a good recognition among the people, therefore their target market is going to be the people who believe in the organisation. This makes them stronger and more connected to other people. It is essential for the organisation to register more applicants in this process (Tian, 2010, p. 240). Through the use of connected networks, the organisation will be able to gain the attention of the people and donors around who wish to be associated with the program conducted by Red Cross Australia. Since the organisation does not have much financial resources to spare for publicity, their only form to connect with the people is through social media. Therefore, this will provide the company more exposure in the future if they are able to succeed in this program. A target market can make a program successful if an organisation has a good brand value among the people or a specific market (Kaplan & Haenlein, 2010).
The product for this social marketing is an idea that can help someone to live. It is a global catastrophe that there are patients who require medical attention and needs transplantation (Joule et al. 2010, p. 212). Due to shortage of organs, many patients expire or have to bear immense medical cost to survive (Perkins et al. 2010). This affects the lives of the patients to a huge extent. In order to focus on this issue, the organisation plans to educate the people about the situations, and how one’s decision can save someone’s life. This initiative taken by the organisation can help many individuals to save lives and make an impact in the society.
In order to spread awareness about the issue, the company bears no cost. However, the organisation urges its employee to step forward and register their name for donating organs (Radunz et al. 2010, p. 127). The price that the people have to pay for this is just registering their name for this noble cause. Initially, the price for transporting the organs was huge. So this initiative will ultimately narrow down the figures to very less as compared to what it was before. Apart from that, there are no other costs borne by any of the parties.
Digital media platform and NGO owned centres will be the place for the event. As people visit these places for voluntary purposes, there are high chances that the organisation will be able to educate the people on this present issue and how their small initiatives can help some live. Through this strategy, the organisation will be able to reach out to almost every corner of Australia, since they are spread across the geographic location. Apart from that, digital media will be another platform for the company to notify their fellow patrons of the idea they have taken into account (Brown et al. 2010, p. 450). Through online website and mobile application, the organisation will be able to reach every consumer who is registered with the organisation.
In order to promote the idea, the organisation plans to use transit advertising, bill boards as an offline medium to communicate with the people. Apart from that, the company plans to tie up with well-known NGO’s to spread their idea. The tie up with NGO is considered to be important as it will help in bringing assurance among the people about the idea that organisation has taken. In addition to this, the organisation also plans to market their idea using social media latform which will be there to provide information and idea about the activity that organisation is looking forward to (López-Montesinos et al. 2010, p. 240).
Attention Grabbing Message
In order to receive the attention of the people, the organisation plans to come up with a good tagline that would support the cause as well as inform the public about the same. The organisation believes that a tagline is essential towards drawing the attention of the public (Oliver et al. 2010). Through the use of message, organisations educate the public of the event or activity that the organisation is going to perform. Under such situation, Australian Red Cross has taken the decision about coming up with a short video film story that would touché the emotions of the people. The message that the people will draw from the video is “Always be helpful”. The purpose of this statement indirectly defines the purpose that even when you die, you can help someone to live and love.
Evaluating the effectiveness of the message
The activity undertaken by the organisation will be measurable by analysing the information on the people who have registered for donating their organ. In addition to this, the organisation also plans to use the online feature to help the people register for organ donations.
The report states the efficiency of digital campaigns in today’s world and its effectiveness towards planning a campaign. The organisation believes in bringing positive impact upon the society through their social campaign. The campaign focuses on the organ donations and provides information to the people using an audio visual mode to educate them on the benefits and the crisis that people are currently facing in the real world.
French, J. (2010). Social marketing and public health: Theory and practice. Oxford University Press.
Weinreich, N. K. (2010). Hands-on social marketing: a step-by-step guide to designing change for good. Sage Publications.
Brown, C. V., Foulkrod, K. H., Dworaczyk, S., Thompson, K., Elliot, E., Cooper, H., & Coopwood, B. (2010). Barriers to obtaining family consent for potential organ donors. Journal of Trauma and Acute Care Surgery, 68(2), 447-451.
Dann, S. (2010).Redefining social marketing with contemporary commercial marketing definitions. Journal of Business Research, 63(2), 147-153.
Joule, R. V., Bernard, F., Geissler, A., Girandola, F., & Halimi-Falkowicz, S. (2010). Binding communication at the service of organ donations. Revue internationale de psychologie sociale, 23(2), 211-238.
Kaplan, A. M., &Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
López-Montesinos, M. J., Saura, J. M., Mikla, M., Ríos, A., López-Navas, A., Martínez-Alarcón, L., ... & Ramírez, P. (2010, February). Organ donation and transplantation training for future professional nurses as a health and social awareness policy. In Transplantation proceedings (Vol. 42, No. 1, pp. 239-242). Elsevier.
Oliver, M., Woywodt, A., Ahmed, A., &Saif, I. (2010).Organ donation, transplantation and religion. Nephrology Dialysis Transplantation, gfq628.
Perkins, H. W., Linkenbach, J. W., Lewis, M. A., &Neighbors, C. (2010). Effectiveness of social norms media marketing in reducing drinking and driving: A state-wide campaign. Addictive behaviours, 35(10), 866-874.
Radunz, S., Hertel, S., Schmid, K. W., Heuer, M., Stommel, P., Frühauf, N. R., ... & Kaiser, G. M. (2010, February). Attitude of health care professionals to organ donation: two surveys among the staff of a German university hospital. In Transplantation proceedings (Vol. 42, No. 1, pp. 126-129). Elsevier.
Tian, Y. (2010). Organ donation on Web 2.0: content and audience analysis of organ donation videos on YouTube. Health communication, 25(3), 238-246.
Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to change health behaviour. The Lancet, 376(9748), 1261-1271.
donatelife.gov.au (2017) Organ and Tissue AuthorityDonatelife.gov.au Retrieved 29 January 2017, from http://www.donatelife.gov.au/
Redcross.org.au. (2017). Humanitarian Aid - Donate or Join Us | Australian Red Cross. Available at: http://www.redcross.org.au/ [Accessed 2 Feb. 2017].