M333: Marketing Communications Campaign Proposal

Transcription

1 M333: Marketing Communications Campaign Proposal For CAT WELFARE SOCIETY Class: Team Members: February RP/CEC/M333/AY SEM2/CChar Page 1

2 All rights reserved 2015 Republic Polytechnic TABLE OF CONTENTS Page Executive Summary 1.0 Introduction 2.0 Situation Analysis 3.0 Communication Objectives 4.0 Target Audience/Stakeholders Analysis 5.0 Communication Strategy 6.0 Communication Tactics: IMC Toolkit 7.0 Budget 8.0 Timeline 9.0 Evaluation Appendices: This section should include (but not limited to) Charts / Tables / Infographics Mock-ups: sample press releases, sample posters, sample advertisements, sample website designs, sample social media designs, sample marketing communication collateral, etc. 1.0 Introduction 2015 RP/CEC/M333/AY SEM2/CChar Page 2

3 1.1 Reasons for campaign Cat welfare society has approached Diploma in Mass Communication students to propose a campaign that will raise awareness on the new channel that they will be launching for fundraising. Hence, there is a need to develop an awareness campaign to encourage regular donations to the Society via GIRO. 1.2 Overview In order to raise awareness on this new channel, we want to reach out to our current supporters and gain new as well. Therefore, in this proposal we would like to host a benefit concert that will help inform, educate and entertain our target audience (Youths and working adults) on Cat welfare society, cat sterilization and GIRO payment for donations. 1.3 Significance of Campaign The significance of this campaign is to do 3 things. 1. Raise awareness of GIRO payment 2. Educate on how GIRO payment works 3. Get donations monthly through GIRO accounts This will help Cat Welfare Society to ensure they have donations to keep up with their mission and vision which is to sterilize community cats. Thus, the significance of this campaign is to help introduce a new payment but, also ensure that donations keep coming through GIRO to fund their sterilization programmes. 2.0 Situational Analysis 2.1 SWOT analysis Strengths CWS is a well known organisation Has quite a number of celebrity supporters like Karen Mok, Taufik Batisah and Melody Chen. A lot of sponsorships, includes the government CWS works closely with the governmen Weaknesses -Not many people know that they can donate to CWS or the membership -Received backlash for certain campaigns -Not many know about the convenience of using Giro -People might not trust campaigns from CWS -People might not know the benefits of GIRO. -CWS s TA is too narrow. Opportunities Threats 2015 RP/CEC/M333/AY SEM2/CChar Page 3

4 Many cat cafes that can help Cat lovers are on the rise. Gain more support. Social Media support ( SMRT FEEDBACK) Getting more people to sign up for GIRO account. More things about cats recently (Cats Musical, Cat museum) Cat haters might condemn the campaign People might not have the trust to donate due to the NKF scandal Location. 2.2 PESTLE Analysis PESTLE Political Economic Social Technological Legal Environmental Description TBC Supports entrepreneurship and innovation Supports many non-profit organizations Stable economic system Multicultural society Against Animal cruelty Supports animal sterilization and responsible pet ownership Very hi-tech. Strong social media usage in Singapore. High smart phone penetration Animal cruelty laws Very humid Sunny Never snows if it does it is global warming. 3.0 Communication Objectives 1. To inform youths and working adults that there is a GIRO payment mode for donations available and persuade them why they should pay using GIRO. 2. To educate youths and working adults at our Purrject Benefit event where they can learn more on cat welfare society, cat sterilization and GIRO payment. 3. To entertain youths and working adults at our Purrject Benefit with performances by artistes whom support Cat Welfare Society and its cause. 4.0 Target Audience/Stakeholders Analysis 2015 RP/CEC/M333/AY SEM2/CChar Page 4

5 Our target audience consists of two segments, Youths (18-24 years olds) and Families in Singapore. 4.1 Youths Youths are very active in social media. With the top social media sites being Twitter, Instagram and YouTube. If the trend is interesting to them, they will join in on their social media sites. Such as the ALS ice bucket challenge which spread world wide. Most youths are in school and hold after-school jobs to help pay for their expenses. 37% of youths in Singapore earn/receive SGD 100 to SGD 250 on a montly basis according to a survey conducted on 450 youths in Singapore. According to the survey youths would relax or hang out around town locations such as Orchard, Bugis and Somerset. 4.2 Working Adults This segment consists of young adults age 25-35, who are technology savvy with tertiary education and above. Their demographics also consist of people who bring home an annual income of SGD 30,000 to SGD 50,000. This segment is on top of the latest activities and events that interest them. They lead active lifestyles, and spend a comparable sum of money on entertainment and activities, such as watching movies, concerts and sports. Recreation is an important element to them and it is an outlet for them to seek work-life balance. 5.0 Communication Strategy 5.1 Approach to campaign For our campaign we have three goals. The first goal, is to get 200 new sign ups for GIRO through this campaign. Secondly, we expect 500 people to attend the event. Ensure that our audiences are informed and educated about Cat welfare society, cat sterilization and GIRO payment. In order to achieve our goals we would host a benefit concert where we will reach out to new supporters and persuade them to sign up for GIRO at the same time, make our current supporters aware of the new payment mode. At the same time, they get to be entertained by performers and learn more on Cat Welfare Society, cat sterilization and GIRO payment. 5.2 Appeal We plan to use all 3 appeals which are Logos, Ethos and Pathos. Using Logos, in our collaterals and main event. We would use logical appeal such as using 5 dollars you could buy a burger or help save a cats life RP/CEC/M333/AY SEM2/CChar Page 5

6 To appeal on a credible level (Ethos) we would use statistics from reliable sources such as AVA. Secondly, make it come from credible mouths such as Cat Welfare Society s CEO, Joanne Ng. Finally we hope to appeal on an emotional level. With the help of celebrities and collaterals using phrases such as 16 months and pregnant or other emotion appealing phrases. 6.0 Communication Tactics: IMC Toolkit 6.1 Pre-Event Tactics - Internet Marketing (Instagram) We plan to use Internet marketing as an IMC tool for the pre-event. Which is an Instagram competition called #spayme that will pre-hype for our main event. - Internet Marketing (Facebook) Using Cat Welfare s strong following on Facebook, we would hope to use it for pre-publicity to help gain more awareness about the event. We plan to - Database Marketing 6.2 On site event Tactics - Personal Marketing 6.3 Post event Tactics - Internet marketing (Facebook) Using Cat Welfare s Facebook we will post pictures taken from Purrject Benefit. 8.0 Timeline 8.1 Overview Timeline 2015 RP/CEC/M333/AY SEM2/CChar Page 6

7 8.2 8th August Programme Sheet 9.0 Evaluation 9.1 Participation and Attendance The first method of evaluating our campaign s success is by taking note of the attendance at the Benefit Concert. With our target attendance being 500 people, this will be a benchmark to judge whether our event was a success or not. 9.2 Survey/Questionnaire Secondly, a big criteria for us would be to judge on what our participants and target audience have thought of the event. Therefore, we would conduct short surveys throughout the event to find out whether the event was a success or not RP/CEC/M333/AY SEM2/CChar Page 7

8 9.3 GIRO participation Finally, we need to judge our success by the participation in the event. We can do this by looking at out benchmark for GIRO sign-ups which is 200. Therefore, we can use the benchmark for sign-ups to help us judge the success of the campaign RP/CEC/M333/AY SEM2/CChar Page 8