Social Marketing Repost of Dialogue in the Dark - Case Study Example

Social Marketing Repost of Dialogue in the Dark (DID) Student’s Name Institutional Affiliation Date Social Marketing Repost of Dialogue in the Dark (DID) Part A: Literature Review Research Problem and Background of the Problem Visual impairment or blindness remains a key impediment to the employability of visually impaired individuals in society. This is primarily because an individual’s visual acuity is a prerequisite to attaining most jobs. The capacity to participate in daily life activities is a vital aspect of an individual’s functional independence, in addition to their life quality (Lamoureux, Hassell and Keeffe, 2004). Legally-blind, working age individuals have notably higher unemployment, as well as underemployment rates and encounter numerous hurdles in their search for employment (Benoit, Jansson, Jansenberger and Phillips, 2013). Studies demonstrate that stigmatization partly contributes to the difficulties experienced by visually impaired persons in their bid to access gainful employment (Benoit et al., 2013). Notably, knowledge gaps exist with regard to activities or forms of employment that could allow visually impaired or blind individuals to earn a living in tasks that best suit their abilities. Supporting Literature Analysis While multiple researchers acknowledge that the unemployment rate of blind persons is quite high, few researchers give viable solutions to the extant problem. As such, key knowledge gaps in the realm of employment-related research needs to be filled. Goertz, van Lierop, Houkes and Nijhuis 2010, posit that in contemporary societies such as New Zealand, the unemployment, as well as the underemployment rates of individuals with visual disability is higher than that of the general working class populace. In Australia, the employment rate of visually impaired individuals is higher than that of average Australians (Taylor, Pezzullo and Keeffe, 2006). A key assumption in Australia’s case is that visual impairment is the only factor that limits the capacity of visually impaired persons to attain gainful employment in the country (Taylor et al., 2006). In Australia, visually impaired people who are gainfully employed face multiple other challenges including reduced working hours, in addition to slower promotion at the workplace (Taylor et al., 2006). This is partly because most of the jobs are not suited to the unique skills and abilities of people with visual disability. In effect, this gives credence to the existence of knowledge gaps in the employment-related research domain. Notably, research concerning social enterprises that are principally suited to the skill sets and abilities of the visually disabled is quite limited. According to Andrew and Tenimu 2013, the employability of visually disabled or blind persons may be enhanced through education and training. This is primarily because they have enormous potential for development and harnessing their skills not only allows them to advance their careers but it also paves the way for socio-economic sustainability on a national level (Andrew and Tenimu, 2013). In Australia, for instance, the high unemployment rates of visually impaired persons in the country translates into massive direct, as well as indirect costs to the economy (Taylor et al., 2006). In conclusion, it is evident that there exist key knowledge gaps in research related to the employability of visually impaired or blind people in society. As a result, there is a need to develop social enterprises that cater to the unique skill sets and capabilities of such people. Part B: Social Marketing Plan Identification and Analysis of the Social Marketing Problem The social marketing problem at hand is the employment for vision impaired or blind people in Victoria, Australia. The high unemployment rates of visually disabled in Australia presents a major economic and social challenge to the country. In 2004, roughly 480,000 Australians had some form of visual impairment while legally blind individuals constituted 10.5% of all visually disabled Australians (Taylor et al., 2006). Studies show that visual impairment prevalence will increase from the current 5.4% of the Australian population to 6.5% by 2024 given that the country’s policy environment remains neutral (Taylor et al., 2006). Blindness, on the other hand, may register a 73% increase from current levels for individuals aged over 40 years (Taylor et al., 2006). A study undertaken by Harrabi, Aubin, Zunzunegui, Haddad and Freeman 2014, in the Australian state of Victoria established that an estimated 73% of visually impaired individuals who were willing to partake different jobs were unemployed. The aforementioned problem will certainly fit with my social marketing objectives for Dialogue in the Dark (DID). This is primarily because some of my key social marketing objectives include growing the client base, growing sales, as well as enhancing exposure for DID. It is worth noting that the above objectives assume the SMART marketing strategy, in that, they are actionable, specific, time-bound, measurable and relevant. Choice of Appropriate Theories for Application Key theories are applicable to the social marketing of Dialogue in the Dark (DID). Some of the appropriate theories include the social cognitive and the reasoned action theories. In the realm of social marketing, social cognitive theory recognizes that an individual’s purchasing behavior is influenced by intrinsic, in addition extrinsic factors (Bloom and Gundlach, 2000). The theory’s focus on self-efficacy, as well as reciprocal determinism forms a solid base upon which social marketers can implement environmental interventions to complement individually-focused interventions (Bloom and Gundlach, 2000). The application of the social cognitive theory in the social marketing of Dialogue in the dark will allow for the assessment of the target clients’ predisposition to purchase the company’s service. The reasoned action theory is also of essence in the social marketing of DID. In the context social marketing, reasoned action theory revolves around the concepts of normative beliefs, client behavior, attitudes, as well as intentions (Bloom and Gundlach, 2000). The theory postulates that the most significant predictor of an individual’s consequent behavior is his/her intention to take action (Bloom and Gundlach, 2000). The reasoned action theory is applicable to the social marketing of Dialogue in the Dark (DID) since it allows for the prediction of clients’ behaviors mainly through the assessment of their intention to take action. Development of the Social Marketing Planning Process The social marketing plan for DID will entail the identification of target markets and segments, in addition to a 4Ps marketing mix. The plan will also involve targeting cosmopolitan clients in the Australian city of Melbourne. According to Riefler, Diamantopoulos and Siguaw 2012, the targeting and identification of cosmopolitan clients represents an ideal strategy for companies that have an international presence. In the Victorian city of Melbourne, Dialogue in the Dark will adopt a social marketing plan that targets both local and international tourists with a penchant for new experiences. In addition, DID will seek to attract two key market segments, namely, the middle-class, as well as high net worth individuals in Victoria, Australia. The social marketing plan for DID will also entail the adoption of the 4Ps marketing mix. It is worth noting that the success or failure of a social marketing campaigns is contingent upon the development of the 4Ps marketing mix, that is, product, promotion, price and place (Wood, 2008). Additionally, the 4Ps marketing mix allows for the translation of a marketing plan into practice (Goi, 2009). DID’s product fits perfectly into the company’s marketing mix since offers a unique experience to people who are not blind. The company will also offer competitive prices that suit the purchasing power of both the middle-class and high-end clients in Australia. Moreover, the promotion of Dialogue of in the Dark will primarily entail the employment of advertisements in both online and offline platforms. Lastly, DID services will be offered in a single place in Melbourne at first with the probability of future expansion. Analysis of the Social Marketing Environment, Upstream and Policy Issues The policy and regulatory framework in Australia favors the establishment of social enterprises such as Dialogue in the Dark. In the Australian state of Victoria, the local government’s commitment to support social enterprises to the tune of $5m is evidence of the state’s conducive social marketing environment (Smith, 2017). Notably, the policy and regulatory framework in Victoria, Australia favors social enterprises due to a variety of reasons. First, while the enterprises are geared towards profit-making, the profits serve to advance social causes such as disability (Smith, 2017). The social marketing of Dialogue in the Dark in Victoria will thus be a worthy social cause since it will assist visually impaired and blind persons. According to Smith (2017), the local government intends to implement a policy whereby it will utilize its purchasing power for the benefit of social enterprises in the state of Victoria. This will primarily entail a procurement policy that allows for the procurement of products and services from different social enterprises (Smith, 2017). Evidently, upstream issues in Victoria support DID’s social marketing strategy. Recommendations and Evaluation of the Social Marketing Approach The implementation of the social marketing plan for Dialogue in the Dark needs to take a strategic approach. A key step prior to the implementation of the project should entail studying the preferences, as well as purchasing power of potential clients in Victoria, Australia. This will allow for the provision of services that suit the local clients, in addition to the setting of prices that match the services on offer. Another important recommendation with regard to the social marketing plan entails the implementation of a marketing strategy that is geared towards enhancing the company’s brand. Overall, key aspects highlighted in DID’s social marketing plan demonstrate that the approach is likely to be highly successful in the Australian social enterprise market. References Andrew, O.A. and Tenimu, S., 2013. Counselling persons with visual impairment for effective career choice: implication for national development. Journal of Emerging Trends in Educational Research and Policy Studies, 4(2), p.345. Benoit, C., Jansson, M., Jansenberger, M. and Phillips, R., 2013. Disability stigmatization as a barrier to employment equity for legally-blind Canadians. Disability & Society, 28(7), pp.970-983. Bloom, P.N. and Gundlach, G., 2000. Handbook of marketing and society. Thousand Oaks, California: Sage Publications. Goertz, Y.H., van Lierop, B.A., Houkes, I. and Nijhuis, F.J., 2010. Factors related to the employment of visually impaired persons: A systematic literature review. Journal of Visual Impairment & Blindness, 104(7), p.404. Goi, C.L., 2009. A review of marketing mix: 4Ps or more?. International journal of marketing studies, 1(1), p.2. Harrabi, H., Aubin, M.J., Zunzunegui, M.V., Haddad, S. and Freeman, E.E., 2014. Visual difficulty and employment status in the world. PloS one, 9(2), p.e88306. Lamoureux, E.L., Hassell, J.B. and Keeffe, J.E., 2004. The determinants of participation in activities of daily living in people with impaired vision. American journal of ophthalmology, 137(2), pp.265-270. Riefler, P., Diamantopoulos, A. and Siguaw, J.A., 2012. Cosmopolitan consumers as a target group for segmentation. Journal of International Business Studies, 43(3), pp.285-305. Smith, F., 2017. Victoria to spend $5m in Australia’s first social enterprise strategy. [Online] (updated 16 Feb. 2017) Available at: < https://www.theguardian.com/sustainable-business/2017/feb/16/victoria-to-spend-5m-in-australias-first-social-enterprise-strategy> [Accessed 29 April. 2017]. Taylor, H.R., Pezzullo, M.L. and Keeffe, J.E., 2006. The economic impact and cost of visual impairment in Australia. British Journal of Ophthalmology, 90(3), pp.272-275. Wood, M., 2008. Applying commercial marketing theory to social marketing: A tale of 4Ps (and a B). Social Marketing Quarterly, 14(1), pp.76-85. Read More