Marketing Communications Campaign - Razed Roof Charity - Coursework Example

? Marketing Communications campaign - Razed Roof charity Contents Contents 2 Razed Roof 3 A Context Analysis 3 Current Awareness Level of Razed Roof in Harlow 3 Profile and Attitude of the Donors and Volunteers 5 A Plan for Marketing Communications Campaign 6 Objectives of the Marketing Communication Campaign Planning 6 The Integrated Marketing and Communications Plan 7 Art Work for the Campaign 11 References 13 Razed Roof The Razed Proof is a group focusing on the performance arts activity meant for the people suffering from disabilities and also problems like dyslexia. The organisation as a whole operates for the development of the people suffering from the above mentioned ailments in endeavouring to enhance the quality of life for the different individuals. Razed Proof as a charitable business organization is based at Harlow Playhouse and is constituted by a group of 40 people who practice for a total of six full hours on Thursday. The group of forty people are managed by a team of experts in the company that help in the production of attractive programs which in turn help the company draw effective charities from the larger society. The people that constitute the company belong to both the disabled and young people groups that are trained by the concern to render quality drama and theatre programs to help entertain the public and draw charities for the larger cause. Scripts for the above programs are written and scripted by eminent authors and through proper management and enthusiasm rendered by the management group the people in the organisation gains confidence in performing in the society (Razed Roof, n.d.). The paper herein tends to focus on the designing of effective communication plan for gaining a larger amount of charities from an enhanced marketplace. A Context Analysis Current Awareness Level of Razed Roof in Harlow Awareness about the charitable organization, Razed Roof is high in the Harlow area where the councillor of the region, Sue Livings focuses on helping in drawing large amount of charitable funds from the locality. The councillor states that drawing in large funds from the locality would help the organization in effectively gaining in resources for training the disabled people to perform productively in the functions and performances organised. Moreover the councillor also endeavours to enhance the awareness level of the organisation among large sections of people belonging to different income categories in the region (Harlow Council, n.d.). The significant awareness of the charitable organization in the Harlow area can be traced from the posting made in the online magazine ‘EverytingHarlow’ on 7th June, 2011. It is stated that the performing arts organization, Razed Roof is one of the shortlisted concerns to gain the benefit of the national awards in producing the ‘best art’ campaign that in turn amounts to a large lottery for the organization. Enhancement of the awareness of the charitable organization is being conducted by the local MP of the Harlow area, Mr. Robert Halfon by inviting large number of localities to render their vote in favour of the performing arts organisations, Razed Roof. These level of activities conducted in the Harlow area signify the mass awareness of the charitable organization in the stated region (EverythingHarlow, 2011). Further a chronology of volunteering events in the Harlow area reflects the amount of charitable funds gained by Razed Roof. During 2011 the group received a volunteer support of around 25,000 Pounds from Heritage Lottery organisation. Similarly during 2010 the charitable organization gained a fund support of around 10,000 Pounds donated by voluntary services rendered by Big Lottery group. In 2007 the organization received a volunteer support of around 19,750 Pounds that was donated by the Arts Council of England. In 2006 also the Council for Arts in England worked to donate a fund amounting to 15,000 Pounds to Razed Roof organization in regards to funding for a program. The above list reflects the pattern of volunteering support received by Razed Roof from different community group government or otherwise in regards to its different programs aimed for the disabled people. This also reflects the level of awareness of the organisation in the Harlow area (Department of Culture, Media and Sport, 2012). Further the Razed Roof organisation based in Harlow also endeavours to enhance the awareness campaign by forming joint partnerships with institutions like Sheredes School based in Hertfordshire. This institution helps Razed Roof through rendering of quality support in terms of knowledge resources that would help developing the quality of the performances conducted by the disable students. Learned students having degrees in drama are invited by Sheredes School to help the disabled students perform effectively. Like the Sheredes School other institutions operating in the area like local schools and other Bishop schools also work in rendering quality human resources support to the organisation. This fact reflects the increased level of institutional and volunteering support received by Razed Roof from the people and the bodies operating in the Harlow region (Be Safer Project, 2011). Profile and Attitude of the Donors and Volunteers From the above discussion it is found that Razed Roof consists of a varied profile of volunteers and donors constituted by individual families to established business, non-business and government organisations. In that it is found that a group of parents of disabled children tend to form a group to render quality support and advice to help in the effective functioning of the charitable organisation based in Harlow. Similarly the volunteer groups also contain of other parent groups whether having a disabled child or not who happen to render adequate advice in regards to the problems faced in rearing up of a disabled child. The parent population of disabled and other caring parent groups in the society happen to constitute a significant profile in the non-charitable organisation based in Harlow. The organisation also tends to obtain support from existing drama groups that help in enhancing the quality of the performances of the disabled people constituting the performing body of Razed Roof. Other organisations in regards to the donor population of Razed Roof constitute of bodies that focus on organizing of sporting events and thereby inviting large scale sponsorship. Funds collected for the purpose are used for the development of the children belonging to Razed Roof. Child Welfare bodies operating in the Harlow region also tend to render both institutional and financial support to the organization. These bodies tend to render professional support through counselling and nursing advices to the families or groups bearing disabled children (Accuro, 2010, p.1-20). Other donor groups of the organisation constitute of large funding bodies and agencies that work for the drawing in potential financial and funding support from the larger society for the operation of the concern. Local educational and art institutions also render both institutional and funding support to the organization. Patronage societies operating in the sector of art, music and drama also constitute the members that tend to render financial support to Razed Roof operating from Harlow. Similarly local councillors of the Harlow region both pertaining to the previous and current age also constitute an integral funding body of the organisation focusing on the development of disabled children. Other performing art bodies like musical and arts and painting groups along with other bodies supporting the growth of adventure sports largely help in the granting of funds to Razed Roof for its social cause (Razed Roof, n.d.). A Plan for Marketing Communications Campaign Objectives of the Marketing Communication Campaign Planning Razed Roof conducts the plan for enhancing the marketing communication activities of the organization focusing on future three years to help gain an effective population of volunteers. The organization in that focuses on planning a small marketing communications budget focusing mainly in the sectors of print and visual advertisements. In regards to print advertisements the organisation works in the printing of leaflets and other advertisements published in the newspapers and journals. Similarly the organization also focuses on enhancing its tem work and partnership with other media bodies for the bringing up of visual and other audio-visual advertisements aired through television and radio. Small budget marketing and communication plan prepared by the body thus does not lay emphasis on the incorporation of celebrities in their marketing and communication ventures. On the contrary the non-profit organisation, Razed Roof endeavours to operate through the social networking sites to both advertise their needs and thereby gain volunteer support. The different marketing and communication activities that would be planned would incorporate large amount of creativity to help in creating mass awareness of the concern’s needs. The different marketing and communication activities in turn endeavour to enhance the relationship with the people based in Harlow and other regions like Essex, London and other regions like Hertfordshire. The Integrated Marketing and Communications Plan Razed Roof formulated an integrated marketing and communications plan that can be rendered as follows. Executive Summary Razed Roof is a non-profit organization focusing on the development of the children suffering from physical disabilities and learning disability like Dyslexia. This organization endeavours to draw in large amount of funds from the society for the support and development of the performing arts presented by the disabled people in the concern. Razed Proof operating mainly from Harlow region works through a group of 40 people belonging to the disabled category. The organization in that works in augmenting the confidence and performance levels of the disabled people in the concern such that they can go for helping render much enhanced presentations of their performing arts. However with the emergence of recession, the organization, Razed Roof suffered from a minor setback for which the organization is currently in the need for funds. Razed Roof aims to design marketing and communication plan to help in drawing funds of the order of 30,000 Pounds in three years time. This amount would help the company in both running its day to day activities and also managing the other administrative expenditures related to marketing, promotion and organizing activities. Razed Roof-The Organisation Razed Roof was set up during 2004 constituting of a 40 member team comprising of disabled people and administered by a group of experts. The organization operates through a system of funds raised by a large group of volunteers, who work in the raising of funds for the organization of performances held by the body in key regions like London, Harlow, Essex and Hertfordshire. Volunteers working in Razed Roof even act as ambassadors to help promote the mission and objectives of the company to several institutions and other funding bodies in the region. In return these institutes and funding bodies work in the generation of financial, infrastructural and other human resources support for the concern. The company is currently endeavouring to develop the stream of disabled people available with it through enhancing their confidence, skills and productive qualities to help perform in other regions of United Kingdom. It is for this reason that Razed Roof is focusing tom draw in proper funds to help in meeting the objectives and agendas taken. Mission The current mission of Razed Roof is to spread along a larger region of United Kingdom where it can effectively portray the performing arts generated by the disabled people. In that the organization aims to enhance the level of awareness of the people in regards to such philanthropic activities through marketing and promotional activities and thereby to enhance the flow of funds. Nature and Profile of the Donor Groups Donors to Razed Roof consist of both individuals and groups like key educational institutions and other organised sectors both including government and private bodies that help in the generation of funds for the company. These bodies like art colleges pertaining to the government, local administrative bodies and also other private level bodies focusing on adventure sports and other performing arts act as significant donors to the organisation. External Situational Analysis of Razed Roof The external analysis of Razed Roof in regards to United Kingdom can be conducted based on political, economic, social and technological factors. Political Factors The local administrative body of Harlow along with other government funded or aided bodies tend to render a large amount of support for the growth of Razed Roof in rendering financial and infrastructural aids. Economic Factors With a growth in the per-capita income level in United Kingdom the charitable organization, Razed Roof can definitely work in enhancing the level of awareness among the people to help draw in effective funds for the growth of the charitable business concern. Social Factors Parents of disabled children tend to form effective groups in United Kingdom to help in generating both advisory and counselling support for the growth of charitable organisations like Razed Roof. Technological Support With the development of the web interface the organization focuses on the gaining of a larger market space in which it can create mass awareness. Razed Roof can increasingly work to advertise its image through the help of social networking sites that would help in enhancing the awareness among the public about the mission of the company and thereby generate funds. Positioning Target Razed Roof endeavours to position it higher in the competitive matrix comprised of companies like Rainbow Services, Harlow 2020 and Moot House. The organization in regard to its external competitors attempts to gain both potential funds and government support for the expansion of their performing activities (Voluntary Action Epping Forest, 2012, p.1). Marketing and Communication Plan Objective The key objective of the marketing and communication plan is to draw funds of the order of 30,000 Pounds in a three year’s time to help in meeting the cost of future operational ventures of the company. For the First Year the target is 7000 Pounds. For the Second and Final Year the targets placed would be 10,000 and 13,000 Pounds respectively. Marketing and Communication Plan Budget The budget fixed in regards for the effective accomplishment of the marketing and communication plan is 2000 Pounds. For print media the budget taken is 600 Pounds for a front pager advertisement. However for television and radio advertisement the budget placed are 900 and 500 Pounds respectively for a four to five minutes slot. Types of Marketing Communication Tools to be Incorporated For the effective accomplishment of the marketing and communication objective the company focuses on the integration of separate marketing tools like marketing and promotional events. In the marketing side the company would work in the generation of print and visual advertisements generated through newspapers, magazines, and radio and television mediums. As for promotional activities the company would focus on the generation of events like Karaoke Singing, Running and Walking Marathon and sale of designer crafts. These events can work to gain large scale sponsorship from elite societies and other corporate bodies and thus would work out as significant fund raising sectors for the concern. Internet Usage in the MARCOM Plan Razed Roof can also advertise its image through social media sites like Facebook and Twitter to gain the views and awareness of a larger donor and volunteer market in the region. Evaluation of the MARCOM Plan Razed Roof can conduct a measurement on the returns obtained on the investment rendered in regards to the marketing and communications plan. For the First year the ROI is taken to be 80 percent; for the second year around 96 percent while for the third year it is held to cross the breakeven point by around 20 percent making the ROI to be 120 percent of the investment made. Art Work for the Campaign The above artwork has been created by the disabled people at Razed Roof to help draw the attention of the people and the institutions targeted by Razed Roof to help draw potential funds for the expansion program. References Accuro, 2010. Newsletters [Pdf]. Available at: http://accuro.org.uk/newsletters/Issue%205%20Apr10.pdf [accessed 11 April, 2012]. Be Safer Project, 2011. The Be Safer Project - The Event. [Pdf]. Available at: http://www.besaferessex.org.uk/documents/newsletters/Winter2011.pdf [accessed 10 April, 2012]. Department of Culture, Media and Sport, 2012. National Lottery. [online]. Available at: http://www.lottery.culture.gov.uk/SearchResults.aspx?LA=Harlow [accessed 10 April, 2012]. EverythingHarlow, 2011. MP backs theatre group's lottery cash bid. [online]. Available at: http://www.everythingharlow.co.uk/newsjune11.htm [accessed 10 April, 2012]. Harlow Council, No date. Chairman hopes to raise money and awareness of local charities [online]. Available at: http://www.harlow.gov.uk/news/press_releases/chairman_hopes_to_raise_money.aspx?theme=textonly [accessed 10 April, 2012]. Razed Roof, No date. About Razed Roof [online]. Available at: http://razedroof.btck.co.uk/AboutRazedRoof [accessed 11 April, 2012]. Razed Roof, No date. Funding & Support [Online]. Available at: http://razedroof.btck.co.uk/FundingSupport [accessed 11 April, 2012]. Voluntary Action Epping Forest, 2012. Harlow Voluntary Sector Forum [Pdf]. Available at: http://www.vaef.org.uk/documents/HarlowVSF1.pdf [accessed 11 April, 2012]. Read More