Advertising Strategy: Elephant Sanctuary in Thailand - Report Example

Advertising Strategy: Elephant Sanctuary in Thailand Name Institution Date Elephant Sanctuary in Thailand Introduction The world elephant sanctuary in Thailand is a sanctuary for rescued, old and handicapped elephants (Elephant world, 2014). These elephants are from all over the Thailand region and they are brought up here at the elephant sanctuary. They are normally rescued from lives in logging camps, trekking camps and even most severe from begging in the streets (Elephant world, 2014). The introduction of an elephant sanctuary in Thailand which is based on volunteers along with the elephant caregivers (local Mahouts) and support staff advocate for elephants freedom to roam around freely with the creation of elephant proof fence and shade where it revealed that Australian elephants roam in the forest or jungle hence they need shade for a majority of their times (Elephant world, 2014). Therefore this research is aimed at analysing all the problems Australian elephants are facing and developing an advertising strategy that will help overcome the menace at the elephant sanctuary in Thailand. Situation analysis At the elephant sanctuary in Thailand the base of the research problem is attributed from the way elephants are depicted in this scenario. Elephants are facing a lot of problems that include:- Removal of elephants from their natural habitat to extremely bad living conditions in the elephant camps. Some/most of the camps provide inadequate diets/insufficient food and poor shelter leading to exhaustion. Walking for extended periods on hot asphalt in city traffic conditions is very painful to their sensitive soles and leads to stress. Elephants in logging camps are usually abused and if an elephant is hurt (for example: broken legs, torn ears), it is abandoned without treatment. Old animals are “dumped” in the forest, as they are not capable of living in the wild they die very quickly. Removal of tusks (which are sold for large sums), which leads to various infections. Analysing all these problems the elephants are subjected to, it prompted the in establishing of the elephant sanctuary in Thailand to take care of them. Taking care of elephants need collaboration and more resources that will be contributed by well wishers and volunteers after developing and effective and successful advertising strategy that will reveal important information about the elephant sanctuary (Elephant world, 2014). Aims, goals and objective The aim of this research is to develop an advertising strategy to drive rapid awareness about Elephants World sanctuary so that they can gain at least $40,000 from the fundraiser. Advertising will relay information to all intended segments without segregation. Once the advertising strategy is done that is the use of marketing promotional media which will cover a large area it is therefore likely to relay information to a large target segment hence creating awareness about the elephant sanctuary in Thailand for donations. The donations gained at the fund rising will go towards helping the elephants. The goal of the advertising strategy at the elephant world is to create an awareness that will generate a total of more than $40,000 from an organized fundraiser. The organised fundraiser is created to boost the collection of funds that will be needed in the creation of elephant’s shades and putting an elephant proof fence at the sanctuary to ensure they roam freely which is a campaign to unchain the elephants (Elephant world, 2014). Therefore once there is a fundraiser, collection of funds will be made easier and all proceeds will go towards the campaign to unchain elephants by ensuring elephants roam freely at the sanctuary hence they will have achieved the goal. The objective carried at the elephant sanctuary is to ensure none of the elephant is subjected to torture that is gained by being chained hence it advocates for creation of an elephant proof fence and unchaining of the elephants to ensure they roam freely at the sanctuary (Elephant world, 2014). Most of the Australian elephants are subjected to all this kind of torture and suffering such as removal of tusks, inadequate diet and removal of elephants from their natural habitats (Elephant world, 2014). Once there is an elephant proof fence at the elephants world, elephants will no more be subjected to torture hence they will roam freely. Advertising strategy The advertising strategy that I will adopt to ensure all ideas and problems elephants at the Elephant World in Kanchanaburi are relayed is through marketing promotional media (Chris, 2013). This is the best strategy to employ since by taking pictures of tortured elephants at the sanctuary for assistance in terms of donations will create a sense of humour in humans worldwide Chris, 2013). Chained pictures of elephants at the sanctuary will reveal the amount of torture these elephants are facing as their freedom to roam about is restricted. Creation of an elephant diary with specific description will reveal distinction features of elephants that will convince people to donate funds in ensuring they protect elephant world Chris, 2013). This strategy can also be relayed by analysing the types of elephants and showing off their feature to the target audience Chris, 2013). Elephants available at the sanctuary Aum Pan Elephant also known as “Amber”. She was born in Surin in 1936 in trekking camp where she was forced to work from the age of 15 (Elephant world, 2014). Later she was used for ceremonies to bring families to the temple. After this, she could enjoy her retirement. Songkran “Thai New Year” elephant. She was born in 1939 and spent a hard life trekking with tourists in Phuket and Pang Nga province until the age of 70. She was so old, thin and weak, that she could hardly stand up (Elephant world, 2014). After 2 years with special food and medical care she got her self-confidence back and became bigger and stronger again. Ngo Hok elephant “Five Star”. Affectionately known as Johnny, he was born in captivity in 2007, but taken from his mother when he was less than 2 years old to be used as a street elephant. Hearing about that, a company rescued him and donated him to Elephants World (Elephant world, 2014). Rom Sai elephant “Sacred Tree”. Rom Sai is the only adult bull and was born in 1980. He was used to work in the jungles of Northern Thailand until his left eye was impaled by a tree branch (Elephant world, 2014). Malee “Beautiful Flower” elephant. Born in 1969, Malee was begging in the streets of Bangkok until she was hit by a truck and seriously injured (Elephant world, 2014). Her right leg still causes pain and makes it hard for her to walk. Kammoon “Sun and Moon of the River” elephant. She was born in 1949. After years of begging on the streets, Kammoon became a trekking elephant (Elephant world, 2014). Underfed and weak, she was then forced to pose for photographs with tourists in Pattaya, Phuket and Bangkok. Lam Duan “Tree with yellow flowers” elephant. She is a blind elephant born around 1956. She spent her life working as a logging and trekking elephant (Elephant world, 2014). Nobody knows how she lost her sight, but she may have been injured in the forest. Somboon “Complete” elephant. Born in 1954, she had a hard life working in the forest, pulling trees. Afterwards she became a street elephant and finally collapsed in a trekking camp, where she was not able to stand anymore (Elephant world, 2014). Wasana “Good Luck” elephant. Born in the early 1950’s, she spent her whole life working in a trekking camp in Pattaya for hours per day, underfed. A company decided to rescue her and to donate her to Elephants World, where, after 2 years of special treatment, she became strong and big again (Elephant world, 2014). Target markets The target market that is aimed at from advertising elephant sanctuary of elephant world at Kanchanaburi is the entire worlds adult and employed citizens whom they have a sense of humour to save the elephants from the problems they are faced upon (Philip, 2012). The adoption of advertising strategy will relay information to a large field where individuals will be watching through televisions and on online websites. Many individuals will obtain the information where they will make haste in contributing towards the fundraiser aimed at helping the elephants to stay cool through the campaign to unchain and let them roam free (Philip, 2012). The use of simplicity and directness of advertising information will be the best key to communication along with the delivery of the overall condition and reasoning to ensure the entire is world is up to date on the situation inhibiting the elephants at the sanctuary (Philip, 2012). The main reason in selecting the whole world especially those who are employed is general because elephants are animals where a large population has not yet seen them due to the minimal number they are (Philip, 2012). There is need to preserve this species from extinction since elephants have been used wrongly for their wealthiest by products they have. They have been poached for their skins and tusks. Therefore the sensitizing on the adults about the importance of protecting elephants will be appreciated and since they are employed they will donate funds for the fundraiser which all the proceeds will go towards the elephants at the sanctuary (Philip, 2012). In the increased globalization process as an important factor in development, individual will be ready to donate in the campaign to unchain the elephants at the sanctuary (Philip, 2012). Elephants have been used negatively; this is portrayed by the advertisement information posted on the marketing promotional media, “Where we work for elephants, and the elephants not for us”, depicts how elephants has been used by human beings (Philip, 2012). This message will therefore draw the situation to help the animals that is the elephants to stay cool though ensuring donations contributed will go through in creating shades and building an elephant proof fence that will ensure elephants roam freely at the elephant world sanctuary (Philip, 2012). Message design The message on the advertising media should be sympathetic where it will derive a change in someone’s heart especially the target audience. The tone of the message also should depict the situation it is being advertised on the media (Bonnie, 2013). The message should therefore go as, “Campaigning to unchain our elephants; let our elephants roam freely. Let them live here at the elephant world sanctuary for the rest of their life, and never will they have to work again (Bonnie, 2013). We wash them, gather food for them, feed them and provide them with medical care. At all these moments we should see how these special, huge, intelligent and sensitive animals will enjoy their new life at the sanctuary. Let all we join our hands together and help our elephants roam free” (Bonnie, 2013). This is the advertising message deployed to all media houses in the entire would to allow the world to contribute towards establishing a better sanctuary that will take care of elephants that are miss-treated in other habitats. Elephants are facing a number of serious problems where individuals have adopted to use them as a source of labour (Bonnie, 2013). The message conveyed above will have impact on the world employed personnel’s to promote the establishment of shades, elephant proof fence and unchaining the elephants to ensure they roam about at the sanctuary. With these they will be subjected to freedom of movement and torture they used to get from human beings such as working vigorously hard, unbalanced diet and removal of their tusks (Bonnie, 2013). Therefore the message will be convincing and it will ensure that all elephants are taken care of and be in good condition as the funds gained from the proceeds in fundraising will all towards restoring the elephant world sanctuary. There will be a creation of the suggested elephant proof fence and shades which will ensure all elephants at the sanctuary are unchained and they will be walking freely (Bonnie, 2013). Budgets The budget in the completion of the advertising strategy at the elephant world sanctuary in Kanchanaburi I had estimated an amount to be worth $300 (Chris, 2013). I classified the budget constraints for the marketing and promotional media to be in three phases that is the research phase, production phase and the media. The budget will be enough to the whole process of first gaining information about the elephant sanctuary in Thailand to the step where the strategy is developed and submitted in the media for target audience relay. This budget has only covered the short amount that will lead to the successfulness of the advertising strategy which in turn will convince people globally on the importance in taking good care of the elephants at the sanctuary hence they will donate towards fundraising (Chris, 2013). The cost of establishing an elephant proof fence at the sanctuary had been calculated to be a total cost of $20,000 which is relatively high. Once elephant proof fence is implemented at the sanctuary, elephants will be walking freely hence they will be unchained (Elephant world, 2014). Earlier on the research showed that the elephants are chained due to lack of fence where the elephant’s movement will be controlled. Their movement in the sanctuary has been restricted through chaining them. Also the cost of putting up shades is $8,000 where there is a need to construct at least four (4) shelters in the sanctuary for the elephants (Elephant world, 2014). A research done earlier at the elephant world showed that the front area that is the place where the elephants can use to roam is the only place left, used to be a farm land means that all the trees that used to be here were cleared long time ago. In order to allow the elephants to roam freely there has to be funds that will facilitate the construction of four shelters at a cost of $8,000 (Elephant world, 2014). The total budget aimed at the fundraiser is a total of more than $40,000 which will assist in rectifying and meeting both goals and objectives of the research study conducted at elephant world sanctuary (Elephant world, 2014). Implementation The implementation of the research project will be conducted through the budgetary terms with a time frame being adapted to all phases. A budget of $300 is to be used for the whole process to be effective. On the first stage of the $300 budget is the research phase (Werner, 2010).. The research phase has been given a budget of $50 which is to be used on obtaining information of both elephant world sanctuary and the idea behind the development of an advertising strategy (Werner, 2010).. The research phase under a budget of $50 was adequate enough since relevant information was brought forward through research. The possible data about how elephants were subjected to all these sufferings since they used to work for human beings. Human beings used to torture elephants by removing their tusks and giving them meals of poor diet. The information obtained from the research process helped in coming up with a competitive advertisement strategy that will influence individuals in donating towards the fundraiser (Werner, 2010). The production phase of the budget implementation process was allocated a total of $50 which will compliment the research phase. In production, there is need to developed an advertising strategy that will influence individual worldwide to participate in helping the organization to continue with the processes of taking care of the elephants at the sanctuary of elephant world. Coming up with the sympathetic and convincing message that will be used to advertise on promotional media is a part of the production step (Werner, 2010). There is need to enhance this message so it can take over the world by revealing the torture elephants are undergoing. A budget of $50 is enough to implement the production phase in meeting up the advertising strategy in helping elephants roam freely from the unchained sanctuary. The last stage in the implementation of the budget is the media. Media is the most and relevant part in determining how effectively the advertising strategy will work in meeting the elephant world sanctuary goals and objectives. Budgets of $200 have been put in place which is the most expensive phase of implementation. In implementing this phase, television broadcasting and online website Medias were the most favourable methods to be used (Werner, 2010). In this globalization era, almost every family do not lack a television set in their homes. Therefore despite being an expensive medium to pass information through, television was chosen to be the most convenient medium to relay information to all people so that they can contribute towards the fundraiser aimed at restoring them by ensuring the sanctuary has shades and an elephant proof fence where elephants will be unchained and left to roam freely. Chart showing budgets expenses at the elephant world (Elephant world, 2014). Evaluation The advertising strategy after determining the marketing promotional media will be used in the advertisement program to impact knowledge globally, it is now to evaluate whether the process will be effectively done to meet the elephant world sanctuary goals and objectives (Chris, 2013). Once advertisement is done on television broadcasting and online website announcement individuals will start to contribute towards the fundraiser to raising more than $44,000 that will cater for elephants at the sanctuary. The advertisement strategy I adopted to push for more funds through fundraiser was successful since this promotional media will relay information worldwide that will enable individuals to participate in contributing funds that will enable elephants to stay cool in the elephant world sanctuary (Chris, 2013). The message portrayed on the advert too qualifies in convincing people worldwide to contribute towards savings the lives of elephants. Pictures of elephants has proved how these animals are facing inhuman acts and there is need to contribute towards unchaining then to roam freely after putting on shades and elephant proof fences at the sanctuary (Philip, 2012). Conclusion Choosing of marketing promotional media has been the best for the restoration of the elephant world sanctuary in Thailand. Elephants have constantly been facing a lot of problems that are human based. With the introduction of this advertising strategy which advocates for the restoration and elephants rights at the sanctuary, it will intend to rectify the sense of humour individuals have towards animals especially elephants. Therefore the focus on elephant’s rights to freedom of movement, proper diet and care led to the elephant world organization to organize a fundraiser to contribute funds to build elephant shelters and elephant proof fence which will promote elephants to roam freely at the sanctuary hence abolishing chaining them to restrict movement. The slogan that goes on the advertising media has contributed a lot in helping elephants stay cool; “Where we work for elephants, and the elephants not for us” (Elephant world, 2014). References Elephant world. (2014). Campaign to Unchain: let our elephants roam freely, Retrieved from http://help.elephantsworld.org/donate.html>. Werner, J. S., & James, W. T. (2010). Communication theories: origins, methods and uses in mass media. New York: Addison Wesley Longman Philip, K., and Gary, A. (2012). Principles of Marketing, Pearson prentice Hall, Boston. Bonnie, L. D., & Jewler, A. J. (2013). Creative strategy in Advertising, New York: W. W. Norton & Company publishers. Chris, F., Graham, H., & Scott, F. (2013). Advertising: Strategy, Creativity and Media, Harlow: Pearson Education Publishers. Read More