Marketing Activities - the Cancer Council of Victoria - Case Study Example

Name : xxxxxx Tutor : xxxxxxx Title : Marketing Activities Institution : xxxxxxx @2011 Description of the organisation The council was established as a benevolent body in the year 1936 by an act 6213 of the Victorian parliament. This act was shortly adjusted and restructured in the year 1958 and it was named the cancer act 1958. The main aim of the organisation was to diminish the impact of cancer on the Victorian population (Cancer Council Website 2011). Current and previous fund raising activities are/were marketed The cancer council Victoria works in collaboration with the cancer council Australia and with other states in Australia to hold fundraising activities so as to raise the money required for the cancer patients. The current and previous fund raising activity of the organisation is/was facilitated by various institutions such as the independent outdoor media, oOh!Media, campaign palace, and Vic Track. Target market For the cancer council of Victoria the target market is diverse. For example the SunSmart mainly targets the young generation. A fundraising such as the Australia’s biggest morning tea, daffodil day and relay for life targets the whole community and corporations. SWOT analysis of the organisation The swot analysis of the cancer council of Victoria can be explained clearly using a table, like the one shown below. Strengths high level of service provision undisputed support for multidisciplinary concern inventive service delivery planning Weaknesses insufficient data on cancer administration and results Late delivery of available data Inconsistent execution of reputable nationwide guidelines. Opportunities The information will contribute to body of evidence related to transport The council offers information for ongoing strategic planning in cancer service delivery Favourable economic situation Threats Unspecialized staff to assist the programs Funds may reduce achievement of objectives. Priority is given to other diseases. Legislation that your chosen organisation complies with in their fund raising activities According to the Victorian law one must be a registered fundraiser for one to conduct a fundraising in the state of Victoria. The cancer council of Victoria is a registered organisation and thus it is allowed to fund raise. Another legislation that the cancer council of Victoria complies is the use of raised funds for the exact reason for which the cash was raised for. Analysis of your findings and a determination on whether there is a need for further marketing activities. Based on the findings there is a need for further marketing activities to raise more funds and to attract a large market segment. By the incorporation of other marketing activities such as social marketing the cancer council will be able to attract a large number of audience and especially the youths (Bradford, Duncan, & Tarcy 2000). Fun run/ walk The most appropriate promotional idea is a fun run / walk. Participants involved will aim at raising funds to cancer patients. Marketing activities of fun run/walk For the fun and walk run various marketing activities will be used they include: Advertising, mobile marketing, social networking, television and direct mail. After a through research mobile marketing and social networking seems to be the most viable marketing activities to be used in the promotion of the fun run walk. This is mainly because of the many advantages associated with these marketing activities (Wuyts & Bulte 2007). Assessment two Promotional activities Promotional activities act as effective tools in attracting customers in a business. Thus for a company to achieve a greater number of customers the correct promotional activities ought to be implemented. Marketing activities The marketing activities to be used in the promotion of the fun and walk run will be social network and mobile marketing they were mainly selected due to the many benefits associated with the two marketing activities. The expected outcomes of the marketing activities is that they will create awareness to the society the marketing activities will also play a major role in motivating the society to participate in the fun run and walk(Low & Mohr 2000). This will ultimately lead to a greater amount of money been collected to assist the cancer patients and their families. Budget The budget will be used to give a clear and concise estimate of the money that will be used to give a rough estimate of the amount of money that will be spent in undertaking the marketing activities. Activity Amount required Media advertising 350, 000 Production expenses 100, 000 Collateral materials 50, 000 Internet expense 50, 000 Public relations 200, 000 Road shows 300, 000 Total amount 1,000, 000 dollars Steps in the achieving the marketing activity The steps that will be required so that the marketing activity is met include: the first step is determining the targeted market, the second step is determining the preferred outcome of the marketing activities, using the data obtained in the first and second step one ought to develop brochures for marketing, development of a marketing strategy, mounting and preserving a specialized internet marketing presence, investigating and upholding the vision and customer database, announcing the results obtained, been actively involved in the search for new partners (Kotler 1999). Goals The goals of the marketing activities are to increase the number of people who will be participating in the fun walk and run. Another goal of the marketing activity is to augment the amount of money collected so as to be able to cater for the needs of the cancer patients. Increasing awareness of the fun or walk run to the society. Steps of achieving goals The steps to be taken so as to achieve the goals include: the first step is to make obligation which is geared towards the attainment of the goal, accountability, be adaptable to change and also been a team player. Resources required in achieving the goals The resources that are required so as to achieve the goals are diverse they include about twenty people to undertake the marketing activity in various regions so as to sensitize people about the goals and how they will be achieved. Money is also another necessary resource that is required for the goals to be met the amount of money required is 1,000 dollars. Cars will also be required to road shows. This will eventually ensure that the goals of the marketing activity are achieved. Responsible parties A promotional manager will be selected and they will be responsible of ensuring that the goals are met. The financial manager will take care of the financial aspect of the marketing activities in that he will be the one to disband the funds for the marketing activities. The human resource manager will be responsible for selecting the personnel who will be responsible for the marketing activities. The company director will be charged with the overall task of authorizing resources and the budget. A balanced score card will be used to monitor the progress against the set goals. Assessment three Marketing activities The marketing activities which were selected were social networking and mobile marketing. Social networking and mobile marketing have over time became an important in most business and organisations are opting to use them since they are easier to use and they tend to attract a greater number of people thus leading to higher sales and also in reference to the fun and walk run they will ensure that a greater number of people participate. Social networking and mobile marketing have achieved a greater level of success in that a greater number of people participated in the run and a higher amount of money was collected. Measuring success The source of measuring the success of social marketing was the number of people who visited the site and how many of them completed the online form and agreed to participate in the run. Another source of measurement was the determination if the marketing effort is worth the money spent. Since a greater number of people participated and less resources were used in the marketing activity then it was worth. Measuring success of marketing activities The source of measuring success of mobile marketing is the number of clicks that a marketing activity obtains. Another way to measure is by the use of direct response metrics and mobile on track. The mobile on track basically uses third part ads. A greater number of people tend to participate and the charges are low this makes the marketing activity worthwhile (Boone & Kurtz 1992). Reliability of sources of measuring success When using the clicks it seems tricky since some of the clicks may be have been done accidentally though a lesser percentage of the clicks are done by mistake. The source of measuring success of both social marketing and mobile marketing are more reliable and can be accurately measured. Improvement of future activities The future marketing activities ought to be improved so as to attract a greater number of participants this will ensure that the amount of money raised for the cancer patients will increases. With an increased amount of money the organisations objective of providing care, conducting research related to the cancer patients will be enhanced and ultimately achieved. Impact of marketing activities The marketing activities has a lot of impact, the marketing activities has raised the level of awareness of the cancer council to the society and the goals and mission of the organization towards the general public. The activities has also helped in generating future support of the cancer council by the society since they are awareness of their goals and services they offer and lastly the marketing activities have helped in augmenting the amount of funds collected. Bibliography Boone, L, & Kurtz, D, 1992, Contemporary Marketing. Dryden Press: Fort Worth. Bradford, Robert, Duncan, Peter, & Tarcy, Brian, 2000, Simplified Strategic Planning: A No-Nonsense Guide for Busy People Who Want Results Fast. Chandler House Press: West Side Station Worcester, MA. Cancer council of Victoria. Retrieved from http://www.cancervic.org.au/about/introduction Kotler, Philip, 1999, Kotler on Marketing: How to Create, Win, and Dominate Markets. Free Press: New York. Low, George S. and Jakki J. Mohr (2000), “Advertising vs. Sales Promotion: A Brand Management Perspective,” Journal of Product and Brand Management, 9(6), 389-414. Wuyts, Stefan, & Bulte, Christophe, 2007, Social Networks and Marketing (Marketing Science Institute (MSI) Relevant Knowledge Series). Marketing Science Institute: Cambridge, Massachusetts. Read More