Client Strategy Proposal for Anglicare Australia - Research Paper Example

?AngliCare: PR and Marketing Campaign “Let others reuse to the core for what you have use no more” Executive Summary AngliCare, like any other SocialWelfare Organization takes donations from patrons to provide to those less fortunate. They specifically take donations of old clothes and electrical and household appliances to their Op Shops. The problem however, is that quite a lot of the donated goods need to be junked due to their poor quality since in very many cases, the things donated are completely beyond repair. The point here is to reach out to the masses and encourage them to donate, but not just for the purpose of getting rid of things they don’t want. The message we are trying to spread here is “Let others reuse to the core for what you have use no more”, encouraging people to donate things that they are done with, but something that still has some sort of value so that someone else can put it to use. Introduction AngliCare is a social welfare agency based in Australia. They provide a unique range of community services including family relationship services, foster care, adoption, employment services, community housing and development, etc. Originally established in June 1976 as “Anglican Health and Welfare Services”, AngliCare now has a staff of over 400 and a network of more than 300 volunteers and counting, AngliCare is now one of Australia’s largest Christian care organizations and reaches out to over 38 thousand people every year, making an annual turnover of over 25 Million Dollars. (About Us 2011) Being a social welfare organization, AngliCare provides specialized services to all, children, the aged, the disabled; anyone who requires help. They realize that more often than not, people are in need of an ear to listen and some moral support. Their main aim is to try to help these people through love and Jesus. Goals & Objectives AngliCare has a vision to change lives and communities by care through Jesus Christ. They believe that, “we live in a just and fair society in which all people thrive.” (Dear Applicant 2011). All they want to do is help everyone get there. They want to provide support and services to those who need it, as a push to make them reach where they want to. They also want to play a role in influencing policy makers to ensure that institutions and systems are made aware of the needs of all people in the community. AngliCare has one mission-to care: by doing good work that will help communities evolve and address any kind of needs, emotional, social or physical, that the people may have. AngliCare’s goal is to work together with people, families and their communities so as to enhance their abilities and to encourage them to cope with the daily challenges that life has to offer. They do so by being compassionate, responsive, non judgmental and non discriminating in their strive to help others feel empowered. AngliCare depends on team work. It is their best strategy and has over time made them believe that cooperation and collaboration is what leads to achieving quality outcomes for both individuals and communities. Situation Analysis: SWOT Strengths: AngliCare provides a vast range of services that has turned to be a strength for them. These services include caring for the aged, youth services, family relationship services, disability and carer services, disaster recovery, etc. They do not discriminate or judge, but accept whoever comes to them with needs. Being a social welfare group, this plays a very strong role in their functioning. Their main motto is to care and they ensure that this message is communicated to all they come across. AngliCare also has strength in its organizational and services structures that are very comprehensive and well planned. Weakness: In spite of being a social welfare organization, everything is not given to AngliCare on a silver platter. They are facing issues that can be considered a weakness to their functioning, such as with some of its events, the volunteers and the bad donations to its op shops. They need to work on resolving these, and quickly, so that they continue to be in the limelight. Opportunities: AngliCare reaches out to everyone without question. Their target includes anyone from any walk of life who might be facing any kid of problems. It has come to notice that their list of programs and services does not include anything specific for people who have faced physical or mental abuse at the hands of others. Doing something for people in this dismal condition will be of a lot of help. Another opportunity for them would be to expand the range of their services to developing countries that may not have such well structured programs in place. Threats: AngliCare is a social welfare agency, and so doesn’t really face threats as such from other such agencies. Since social welfare is based on care and their only objective is to ensure the welfare of their people, their threats are mainly lack of resources and volunteers. Another threat can be in the form of people trying to scam the agency in exchange for the resources they provide. (SWOT analysis) Situation Analysis: Competition AngliCare has also given a chance to corporate to help out. By making corporate partnerships, they provide companies with the opportunity to contribute to the community. Their programs have been designed to provide assistance in all forms - physical, financial, emotional and spiritual to help people in need break the cycle of hardship. Their Corporate Care partners are encouraged to assist in various ways such as sponsorship of events, workplace giving via payroll deductions for employees, volunteering at any of their locations and encouraging people to support them in kind, that is, via means of food, clothes and other such necessities. Being a social welfare agency and running on non-profit basis ensures that AngliCare does not really face competition as such from others. Their objective is the benefit and happiness of all. They help everyone willingly and do not judge or discriminate. As it is said, all are equal in the eyes of god, and that is the message they are trying to spread. Target Market AngliCare doesn’t really have a specific target group that they service. They are indiscriminating and help all those in need. But to narrow down their clientele, we can say that they are: Demographic: People of any age, gender, race and income group. The services of AngliCare are not directed at people based on their demographics. It is for people in need. Geographic: For reasons that revolve around ease of access, AngliCare specifically provides services to people around Sydney, Australia. It is s the urban mission and community care arm of the Sydney Anglican Church. As one of Australia’s largest Christian care organizations, AngliCare reaches out to thousands of people every year. Psychographic: AngliCare reaches out to those in need, any kind of need. They know that in most cases, all that people need, is love and support. They believe that through God’s grace and the practical and prayerful support of people throughout the diocese, they will be able to make Christ’s love real to people in need. They “seek to provide care for all people by addressing emotional, social and physical needs and by bringing the gospel message of Jesus that alone meets spiritual needs.” (ANGLICARE 2011) Strategies Social Welfare Groups such as AngliCare require a lot of donations. Now, AngliCare is receiving them, but not in quality. People seem to be donating unwanted things, that can’t really be put to use by others, even those in need, who will settle for anything. The purpose here is to encourage people to donate things of proper quality. It is ok to donate things that you don’t have any more use for, but it should at least be usable by others. This will be the message of the campaign: “let others reuse to the core for what you have use no more.” Tactics The message “Let others reuse to the core for what you have use no more” needs to be spread to all. For this, we can begin with a teaser campaign. This will involve sending out the message to the public that they wouldn’t want to use unusable hand me downs and that while what they are giving us is appreciated, no one has much use for clothes and appliances that are beyond repair. We could spread this message by distributing gifts people randomly in malls or parks and asking them to open them. Inside the well wrapped present will be torn clothes or broken appliances. This will help catch their attention and the box will also contain the message of donating wisely and from the heart, and not just to get rid of things around the house that are broken beyond repair. The whole point of this exercise is to catch people unaware and to explain to them the benefits their donations will have on people more needy. For full effect, this activity could be timed to take place in December-January so that they link it with Christmas, the season of giving and the holiday season. After the teaser campaign sets in, we can launch the campaign in full steam by setting a target for quality donations to collect in time for the next Christmas. In the meanwhile, we can continue to spread the awareness about what kind of items are considered quality donations, in the form of posters, leaflets, TV advertisements and unconventional media such as by giving talks in schools. This will be effective as children make a very good audience for such matters as they will be well impacted. They can all be encouraged to spread the word in their neighborhood and to collect donations on behalf of their families or neighborhoods and they can be rewarded for their good work with badges or certificates of appreciation. (Segmentation 2011). Budget The budget for this activity will not be too high, considering the first phase mainly requires only gift-wrapping old, broken items, which, we already have in plenty. We can spend about $1000 on the gift wrapping paper and accessories for the entire teaser campaign and see how the response goes. Part two of the phase will not really require expenditure on our side, considering that we’re a social welfare organization going to schools to talk to the children. We will need to spend on things such as travel and phone calls, which is already taken care of by the agency. This program also requires that we contact as many people as possible to spread the message in as many ways as possible. We will contact sponsors to help up out in our cause and to assist us to advertise our mission so that we don’t have to bear the advertising expenses. Timeframe Considering the holiday season as the time to launch the campaign, the teaser can be launched in mid-November, with giving out gifts to people at malls, parks, on the street, etc. with messages such as Merry Christmas, Happy New Year or Happy Holidays. The gifts will contain clothes or appliances that are damaged beyond repair and an explanation to the people that hand me downs are first of all not something that makes them happy, combine that with hand me downs that are completely irreparable, and that’s how the needy feel. We encourage donating things you don’t need any more, but please ensure that they are at least in working condition. The point of doing this around the holiday season is that people get caught up in the spirit of giving around that time. Also, it makes a good premise to distribute gifts to absolute strangers. This activity can go on till mid-January. After the impact created by the teaser campaign, will be the time to spread the awareness of what AngliCare is doing and what they require from us. We will target schools and speak to the children and leave an impact on them. We will use audio and visual aids to reach out to them and encourage them to spread the word in their neighborhoods. This can also be made into an activity or a project to see who can reach out to the most number of people. Reaching out to schools will be done over a long duration as it will take time to cover ground. The students will be given the next Christmas as the target to collect donations, come the beginning of the next school year. It will be their shot to make someone happy the next holiday season. Considering that the school vacations coincide with the holiday season, the students will be given two months time to prepare their projects and reach out to as many people as they can. Apart from targeting schools and children, we have the options to use other media to make an impact such as: Television ads Press articles in newspapers Flyers Posters Advertising in cinema halls, before the movie begins Bus stop advertising Advertising on vehicles of public transport These media can be considered because of their mass impact but they can be expensive. If we can get sponsored slots, considering that ours is a social cause, it would be very helpful. Evaluation This campaign is being prepared to get the attention of the donors. While their donations are appreciated, the whole concept of donating to get rid of what they don’t need however is not. Thus, the teaser campaign at least will definitely make an impact on those that come in its path and they will be able to spread the word. Schools and children have been targeted because they will definitely be most impacted and will want to try to make a difference. Conclusion / Recommendations The whole purpose of this activity is to catch the attention of people and make them realize what they are doing wrong in the attempt to do something right. The teaser activity will definitely be effective and catch the people’s attention. It will not be something they forget soon. Also, it will definitely generate massive word of mouth passing of the message since, they will want to talk about this ‘gift’ that they have received this season. References About Us 2011. AngliCare. Accessed May 9, http://www.anglicare.org.au/about-us ANGLICARE 2011. The Haven Project. Accessed May 9, http://www.havenproject.com.au/new/anglicare-2.html Dear Applicant 2011. AngliCare. Accessed May 9, http://www.anglicarewa.org.au/sites/anglicarewaorgau/assets/public/File/Jobs/February/Youth%20Workers%20Casual%20Feb%2011.doc. SWOT Analysis 2011. Accessed May 9, http://www.mindtools.com/pages/article/newTMC_05.htm Segmentation 2011. Accessed May 9, http://www.marketingteacher.com/lesson-store/lesson-segmentation.html Read More