Incident Command System - Case Study Example

Running Header: Incident Command System Student’s Name: Instructor’s Name: Course Code & Name: Date of Submission: Executive summary The case study is on shape up Australia. We will look at the campaign overview, evaluate the whole campaign success, agency-client relationship and give recommendation on areas that needs improvement in order to improve in delivering client campaign objectives. Table of Contents Executive summary 2 1.0 Campaign Overview 1 2.0 EVALUATION OF SHAPE UP CREATIVE CAMPAIGN 5 2.0.1 Expansion and strengthening of preventive health research 5 2.0.2 Promotion of health and wellbeing of the community through preventive health programs 6 Be The Influence Campaign 6 Community Sponsorship Fund 7 Community Level Initiative 7 2.0.3 Implementation of a national approach to social marketing for preventive health programs 7 Tobacco Campaign 8 ‘Measure-Up’ campaign 8 2.0.4 Advising and making recommendation on matters relating to preventive health 9 Price control on alcoholic drinks 9 Unhealthy food and beverages advertisement 9 3.0 AGENCY-CLIENT RELATIONSHIP 10 4.0 RECOMMENDATIONS 10 5.0 REFERENCE 11 1.0 Campaign Overview Shape up campaign is government based initiative under Section 11A of the ANPHA Act, formed with aim of creating a healthy nation by championing on the health education. The key issues emphasized in Shape up campaign is reducing unhealthy eating such as consumption of too much sugar in meals and other lifestyle practices such as smoking. It also emphasized involvement in recreational activities or exercise as a way of burning out excess fats from the body therefore, achievement of the required waistline of individuals who have big waistline that pose threat of getting obesity, chronic disease such as cancer and other lifestyle related body complication. The impact of the campaign will directly on country economy pillar since the government will cut on the cost of used in health sector to cure such disease and furthermore, individual productivity improves since citizens are healthy therefore, reducing absenteeism, increasing effectiveness and efficiency. It will also impact social pillar of the country since parents will be fit enough to engage their kids on activities such as playing and improve also self-esteem to interact with others in the society (Anpha.gov.au. 2013). The campaign is improvement of the previous campaign of Swap it, Don’t stop since it stopped funding the campaign and introduced shape up. Shape up campaign is supported through internet media by creation of consumer website where citizens obtain information on the initiative and how to improve their health through practice of healthy lifestyle. Eat for Health cookbook is another channel used in creating awareness since they launched New healthy eating cookbook and lastly use of public relation by approaching different organization the fulfill the required standards of the campaign to use the shape up brand selling their own brand at no charge this organization includes Australia Non-governmental bodies (Anpha.gov.au. 2013). The major stakeholders of this initiative is government of Australia where the initiative is incorporated in the country constitution under Australian National Preventive Health Agency Act 2010 and public finance act 1999. Multicultural of service center of W.A. Inc. and Heart foundation are also stakeholders on shape up campaign and anything affecting the campaign need these parties to consent before taking effect. The major reason why the agency succeeded to convince the stakeholders to adopt and fund shape up campaign includes, previous performance on the swap it, don’t stop it campaign where it proved to be effective and recorded outstanding performance in creating awareness among public, agency proved to be consistent by sticking on the core purpose on which client contracted them to do, creativity is also another major cause that lured the client to use the agency since it improved its tactics in reaching consumer by involvement of different channels this are creation of consumer website, public relation and launch of New healthy eating cookbook unlike the previous campaign which used social marketing campaign to create awareness. The agency therefore, convinced the client beyond doubt that they are cost effective to be contracted to carry out another campaign since they will deliver as expected or beyond the expectation (Solomon, R. 2003). Shape up campaign was launched February 2013 by Australian National Preventive Health Agency with the help of government through funding of the whole campaign expenditure since it is recognized by public finance act 1999. The agency used several media platform in order to create awareness on the existence and the purpose of the campaign. In selection of media to be used, agency considered many factors which includes coverage, public appeal and timing of the launch since the initiative had to reach a wider population of Australia in order to enable entire population benefiting from the campaign. The media used includes television, social media and postings on the initiative website. The whole campaign was launched at a cost of approximately $5,179,660 working capital in which it was funded by government and grants from major stakeholders of the shape up campaign. The agency required to analyze previous, current and future trend in order to come up with a sound strategic plan. From the previous campaign, the agency had to consider cost of the previous campaign in order to carry budget estimate of the shape up campaign, the other factor is strengths and flaws from the previous campaign of Swap it, Don’t stop and consumer reaction. The other factors includes current trends of the consumer or targeted group, interest of the consumers is also important to determine the best way to attract their attention and economic changes in order to give provision in the current campaign budget. Lastly, agency had to take into consideration contingencies that may arise in the process, alternative if one of the strategy fail and investment on research and development as a process of improving current campaign or coming up with other ideas in future to ensure perpetuity of the relationship between agency and the client(Government). Media/ channel of communication is the most essential component in marketing and it requires various strategies in determine the right media, in which we are able to be cost effective. The agency contracted to carry Shape up campaign used three major forms of media to create awareness and educate consumer on shape up brand, this types includes television marketing, social and digital marketing. Use of television to create awareness and educate citizens proved to be very effective compared to other forms since it had wide coverage since a large population of Australia watch Television programs though some felt they are inconvenienced by the campaign since it interfered with their favorite programs the overall performance was a success and proved to be more cost effective than other forms of media. Secondly, the agency organized social events such as music festivals and exhibitions where they targeted young people in institutions, this strategy also proved to be effective since it received a lot of attention from targeted consumers and there is direct contact between the agency staff and potential consumers since they are able to seek clarification and get direct feedback. Lastly, use of digital media was another channel where agency used campaign website and social media pages create awareness on shape up campaign, the channel recorded low performance compared to the other two campaigns since the website had few clicks by the end of one year and on Facebook shape up page have few likes(17,650 likes) therefore, meaning the message reached a small proportion of the population, the channel had various setbacks which include indirect contact between the consumer and the agency posed a major challenge. The consideration taken by agency in choosing the channels to be used in advertising for the shape up brand include ability to demonstrate what the campaign is all about therefore, making television, social and digital media suitable. The other factor included the coverage where Television proved to cover wider proportion of the population though it is expensive it proved to be cost effective in the end. Lastly, target group in which social events such as music festival targeted youths where they were educated on alcoholism and other drug abuse related lifestyles thus forming the agency conclusion to use social events and digital media. The agency made a perfect decision in choosing advertising channels since the overall performance is incredible though digital media recorded lower performance the cost incurred in advertisement was much lower than other forms (Solomon, R. 2003). The campaign entailed use of public relation and launch of new healthy eating cookbook as minor sources of creating consumer awareness on the brand. The above approach received positive impact since most of the organization dealing with almost the same line of product with shape up brand used the brand in selling their own brand to the public. The strategy proved to be less expensive but the coverage was low since it touched only small target of the population. The strategies used by the client to advertise on the campaign included creating awareness in all government hospitals and any government organ under health sector, in comparison to the creative campaign used by the agency, government based advertisement proved to be less effective since it covered only a small proportion compared to the agency strategies which reached a wider area of Australia due to specialization in the advertisement industry. 2.0 EVALUATION OF SHAPE UP CREATIVE CAMPAIGN Measurement of the impact of Shape up campaign is mandatory since it is not possible to invest on an initiative and fail to analyze the impact on the set objective. Shape up campaign therefore, needed to be evaluated in accordance to Health and Ageing Portfolio Budget Statements set by the government in order to monitor the agency if it has delivered to their expectation. The statement also acts like a guideline to the agency since it will guide them on what they need to do and what they have accomplished in any given time. Government required only one outcome from the one campaign but with four objectives in mind. The performance is then analyzed basing on the four objectives set by government this objectives are to Monitor, evaluate and build evidence in relation to health promotion and disease prevention strategies and facilitate rapid and effective dissemination for widespread utilization and scale-up, Reduce harmful alcohol consumption, Coordinate and implement a national approach to social marketing for preventive health programs and Establish new partnerships for innovative programs and policy advice (Anpha.gov.au. 2013). Agency therefore, had to set its activities in accordance to the four objectives and they were set four major activities on which it was supposed to undertake in order to fulfill government objectives this activities includes expansion and strengthening of preventive health research, promotion of health and wellbeing of the community through preventive health programs, implementation of a national approach to social marketing for preventive health programs and advising and making recommendation on matters relating to preventive health (Anpha.gov.au. 2013). Each activity was then analyzed to measure the success of the program by using the for major activities set as follows; 2.0.1 Expansion and strengthening of preventive health research Research on preventive health is the first activity that agency had to undertake in order to get better understanding on the causes and how to prevent lifestyle related health problem. The research is then needed to be made available for the consumers and stakeholder. The research finding will then be used in creating and educating the target group on issues relating to the health thus reducing effects of lifestyle related diseases in Australia. Research was carried out in various areas which includes schools, workplace and other major institutions with aim of establishing a sound finding in order to inform citizens on how to prevent them getting diseases on related to lifestyle e.g. how to make exercise effective or food that are known to have health benefit to the body (Tibbs, A.2010.). According to evaluation of the activity on expansion and strengthening of preventive health research, the performance was evaluated for 2012/2013 to determine the success in the strategy. The research submitted by the end of the program in the performance reporting statement agency had submitted 56 researches, the research was carried out in all territories of Australia and experts were consulted in the process and therefore, the submission was substantive and informative. The reports were submitted to agency website in order to make it available for all interested parties to view and benefit from the research. The overall performance of this strategy was a success since the results was beyond government expectation. 2.0.2 Promotion of health and wellbeing of the community through preventive health programs The strategy was aimed at reducing binge drinking and ensure responsible drinking of the Australia society. The strategy was termed as National Binge Drinking Strategy (NBS) and it was built within three pillars that is Be The Influence Campaign, Community Sponsorship Fund and Community Level Initiative this four campaigns were carried out separately and each evaluated in arriving at the overall performance of the whole strategy (Anpha.gov.au. 2013.). Be The Influence Campaign The campaign was carried out through social marketing campaign to reduce irresponsible binge drinking among the young. The agency encouraged conversation and interaction in which one was required to educate and influence his/her pears to reduce excessive use of alcohol and eliminate drug abuse among friends and family members therefore, combined effort will result to a responsible drinking culture in the wider Australia (Anpha.gov.au. 2013.). Community Sponsorship Fund The program was carried in line with Be The Influence Campaign where the agency made agreements with various sporting organization in which 16 organization endorsed the sponsorship among them AFL Players’ Association. The agency then develop uniform brands, talks and posters on Be The Influence Campaign to sensitize the youths on responsible drinking since most of this events are attended by youths. The program was also aimed at developing an active society and reduce idleness that might lead to irresponsible indulgence on drug abuse. The feedback was incredible and the expectation was met (Anpha.gov.au. 2013.). Community Level Initiative The program also is connected to the Be The Influence Campaign in which the education on responsible drinking is taken within the community based organization one of the avenue taken by the agency includes Good sporting program where the agency funded 26 organization to disseminate information and educate its members on responsible drinking. The results were impressive and recorded tremendous reduction on irresponsible and reduce adoption of alcoholism by non-alcoholic. The results included reduction by 75% on drunk driving, by 14% on short-term drinking risk and by 15% on long-term risk drinking (Anpha.gov.au. 2013.). According to analysis of the four pillars we are able to report that the agency met the objective of reducing irresponsible drinking among the youth since each pillar recorded impressive results by warm embrace by the targeted group of the community (Brett, R. 2012.). Thus the objective was a success. 2.0.3 Implementation of a national approach to social marketing for preventive health programs The strategy is aimed at reducing Tobacco intake and obesity among Australian citizens with major aim of fulfilling client objective outcome of a healthy society. The program was taken in two ways that is through television campaign and on other related media channels such as social networks to pass the information. The strategy was unveiled in two programs which includes Tobacco Campaign and Measure-Up campaign and the results were summed up in the deliverance of the objective of the strategy as a whole (Brett, R. 2012.). The campaigns were as follows, Tobacco Campaign The campaign was aimed at reducing smoking among the population the targeted age was between 18-40 years individuals in Australia. The campaign was rolled out in four campaigns that is, My QuitBuddy, the agency came up with an app called my quitbuddy app that it was able to run on android phones and it was free in order to encourage more people to download the application. At the end of 2012/2013 year the application had been downloaded 200,000 times and research revealed that the overall performance of the application recorded 40% of the application users had quit smoking which shows a success in the campaign. Butt Out At Work on World No Tobacco Day where the campaign was majored on work places and industrial places. Sponsorship of Driver Reviver initiative, where the initiative aimed at reducing instances of parents smoking while driving with their kids and this was carried by having 220 spots where the initiative was carried out. Lastly, Free tools and resources distributed to various organization and groups in which the training and guidance on reduction in tobacco use. The overall campaign was channeled in various channels but proved cost effective, the overall cost of the campaign is estimated to $16,000,000 but the performance is way above the set target (Anpha.gov.au. 2013.). ‘Measure-Up’ campaign The campaign was aimed at reducing obesity related complication by educating the citizens on maintenance of the right waist measurement. The campaign was carried out in different types of initiative almost the same with the national Tobacco campaign and it included research from experts from eating healthy. The obesity trend in Australia is on the rise and therefore, the government place concern on developing preventive measure to curb the trend thus the agency recorded great achievement through measure-up campaign which received great response and impact on the community (Anpha.gov.au. 2013.). The overall strategy recorded tremendous results since on Tobacco campaign where 33% of the smoker had taken action on their smoking habit and 86% had intention of quitting smoking after the campaign reached them and by the end of February 2013 the campaign had recorded 42% of the smokers that had quitted smoking. On the measure-up campaign we are able to note that people have adopted nice lifestyle which included exercise and eating healthy. Drinking water don’t add on your waistline is major slogan on this campaign (Anpha.gov.au. 2013). The overall performance of the campaign was a success to the agency. 2.0.4 Advising and making recommendation on matters relating to preventive health The agency was tasked by government to provide advice and make recommendation various issues to enable government to develop and implement sound framework on the issues related to preventive health issues to ensure achievement of the government aim of developing a healthy nation. The advice and recommendation were made in two forms that includes price control on alcoholic drinks and regulation of unhealthy food and beverages advertisement (Anpha.gov.au. 2013). Price control on alcoholic drinks The agency implemented the campaign through gathering information from general public to express their interest on setting of the minimum pricing of the alcoholic drinks and it was able to receive 29 feedback on which the agency is working on final review in order to bring a sound framework of regulating price control on alcoholics (Anpha.gov.au. 2013). Unhealthy food and beverages advertisement The agency also provided the report to Standing Council on Health (SCoH) to regulate unhealthy advertisement on media and print marketing channels since most children were victims of this advertisement thus increasing instances of health problems related to unhealthy eating culture (Anpha.gov.au. 2013).The overall results of the campaign was a success since the agency realized great success 3.0 AGENCY-CLIENT RELATIONSHIP Government which is the client in our case study has maintained the agency in carrying out major part of its health and lifestyle related campaign. The agency had previously carried another campaign named Swap it, Don’t stop. The consistency of the client-agency relationship is a result of four key issues emphasized by the agency this includes continued improvement of the campaign elements thus showing creativeness on side of agency. Secondly, agency showed active involvement in the campaign thus reducing government effort in monitoring the overall campaign. Thirdly, agency proved to be accommodate on their failures and develop a strategy to convince the client how they are going to avoid making the same mistakes again. Lastly, the agency develop a good channel of communication in which it enable effective client-agency communication (Solomon, R. 2003). The above elements has proved to have enable close and firm relationship between the two parties. 4.0 RECOMMENDATIONS The overall performance of the campaign is tremendous and agency itself proved its prowess in the creative campaign segment, but in every success there is still part of improvement on both players of the campaign. On the side of government, it is important to support the agency in delivering the campaign objective through increase in funding in order to fund its project e.g. increasing participants of community based organization. The other part is giving the agency support by implementing various advice provided in order to motivate them to come up with more. It is best practice to agency to engage on research and development in order to always come up with new strategies in for it to maintain client-agency relationship. Lastly, the agency needs to always closely monitor the campaign and receive feedback from the consumers in order to fulfill according to their needs fully (Quester, P., Pettigrew, S. & Hawkins, D. 2011.). The overall campaign was a success and all the strategies put in place gave positive feedback and therefore, it is my recommendation that the agency should maintain the same strategy and make improvement on the same and add new strategies to record perpetual success. 5.0 REFERENCE Po-Chedley, D. A. 2001. Client relationship management. Amherst, Mass.: HRD Press. Solomon, R. 2003. The art of client service. Chicago: Dearborn Trade. Sims, M. 2004. Agency account handling. 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