Marketing Plan for Cancer Society - Essay Example

Running Header: Developing an Integrated Marketing Communication Plan A Marketing Plan for Cancer Society of the of School) Abstract The central theme of this paper is the conceptualization of an effective marketing plan that will help promote the cancer society of New Zealand. As advanced by Gavin J and B Marshall of the New Zealand Cancer Control Trust (2001), cancer has been the major cause of population mortality in New Zealand and that this deadly disease is highly manageable and preventable by means of early detection. The idea of early detection is likely to succeed by putting more emphasis in informing and educating the people about this deadly disease. The creation of the Cancer Society of New Zealand is aimed at controlling the prevalence of Cancer as well as the likelihood and tendencies of the population of developing this disease. The programs and activities whereby this organization focuses is the key figure to bringing about the success of the goals and aims of this society in the hope of improving overall health status of New Zealand in the years to come. Critique of the existing marketing plan The aim of the programs set by the New Zealand Cancer Society is to proliferate and increase funding to further various programs aimed at the early detection of cancer as part of the preventive schemes set to minimize the occurrence or prevalence of cancer as well as to support cancer victim who are somehow affected by the enormous sky-high medication cost. It identifies areas with which to focus upon, but there is no concrete program plan designed to make each goal and aim possible. Although there is a concrete identification of the aims and goal on where the programs are headed as well as a clear cut definition at why this organization is created, there is a lacking well defined promotional activities and communication program that will convey the message across. A good integrated marketing communication plan consists not just of well defined plans and goals, but rather a well conceptualized and comprehensive plan employing various communications such as general advertising, direct response as well as sales and public relation (the American association of Advertising Agencies). According to Duane Sprague, Integrated Marketing Communications is a comprehensive, consistent; goal oriented, focused and planned methodology to marketing and communication. This is in fact the newest trend in marketing communication today (Sprague, 2006). The program identified by the Daffodil Day and the Relay for Life Program also lacks the clarity in terms of a well defined plan. There should have been a through discussion of marketing and promotion strategies that will fuel the excitement and thus make the program interesting and colorful. There isn't even a mention of pre-activities promotional strategy that will serve to aware the masses of the upcoming event. There was a failure to elaborate how the selling of the daffodils will take place and what are the strategies to help promote in advance the advantage of (Sprague, 2006). The very core of a good IMC strategy is a mission marketing program that is more or less, similar to a, goal oriented marketing scheme. Since the overall primary goal would be to increase funds by tapping all available avenues, there should be a perfect campaign which consistently interweaves a big creative idea into every communications message. This big creative idea must be a viable means to position the event, explain the key benefit, portray significance and advantage, and demonstrate the target and aim of the strategic plan. This 'big idea' should be presented and emphasized in such a way that this will hit like a lightening bolt community in general and the business community, thus making them realize the impact of their contribution as well as the impact of the program in general. Through the National Health Promotion Committee of New Zealand, health promotion, social behavioral research, cancer statistics, treatment, detection and prevention can be possible (Ministry Of Health, 2002). Accordingly, among the primary reason for the creation of this program is the consideration that health inequality has been identified as prevalent and affect New Zealand's population in the socioeconomic and ethnic groups both in the male and female gender whereby the exposure to various risk factor is most probable in the least financially capable sector of the community, health communication programs aimed at the societal level can change individual attitudes or behavior and thus change social norm (NCI. 1993). A strategic plan should be defined effectively through the assistance of media and press release. Integrated Marketing Plan for the Cancer Society In 2003, the impact of cancer to the overall health care cost has been identified by the National Institutes of Health at $189.5 billion, of which $64.2 billion fall under direct medical expenses while $16.3 billion fall under lost worker productivity due to illness and a vast 109 billion to premature death (American Cancer Society. 2004). Using the Idea of the Daffodil Day and the Relay for Life activity, we will create a marketing plan for the New Zealand Cancer Society. AIM : To increase support of the business sector thus obtain more funding from solicitation. To gain more support and cooperation from the working class of New Zealand, as well the academic community. Increase population awareness programs for health risk and predisposing factors of cancer. Increase health assessment and early detection programs. Increase promotional activities to promote wide community awareness to these programs (Bandura. 1986). Target market: Business community and the school community. The working class, the students, those whose relatives or friends have cancer. The Press and Media community Strategy: Through media advocacy, public relations, advertising and community literacy program. Initially solicit art designs from the academic community and sell this merchandise along with Daffodil flowers. Solicit from the business community any stuff that might be useful to sell (like daffodil printed shirts, or hats, bags, mugs and poster that can be purchased at a reasonable price (Green. 1999). Half of the proceeds will go directly to the cancer society foundation of NZ, while the rest of which covers all the other promotional materials prior to the event day. Appropriate communication tools: Marketing promotion through radio advertisement, whereby a 15 seconds airtime or taglines/announcer's voice over be allocated to inform the masses of the schedule of said event, venue and other important details. Media blitz through public service that can be aired as a TV crawler during an airing of a local new show or a quick mention of this event in the news, through the aid of the anchor person. A Created jingle would also be necessary to be played at the event sight, as a background song for the radio advertisement. The song should be all about why we should support the cancer society and why we want to eradicate cancer in our future. The central theme of the song would be the life and struggle of a cancer victim (Rimer. 1995).Press releases pre and post event emphasizing on the event, the purpose and the highlights. The culmination of the event will be the relay for life program wherein other cause oriented groups are invited in order to participate. This will likewise be the venue for the literacy programs that will highlight recent study breakthroughs, the discussion of new ways to better cancer treatment though medical management. Evaluation Plan: Post evaluative check as to whether standards are met in terms of Return of Investment. Statistics must show a dramatic decrease of the prevalence of medical problems identified to be predisposing an individual to cancer. Such that yearly statistics must show increase in the number of Obesity rates, Increase in community participation to Early Detection programs and the regular schedule and check up for Cancer detection test. There should be increase government assistance in terms of medical mission, increase budget allocation to Medicaid of cancer victims. Increase support from the business communities in that there will be a concrete creation of the support and cooperation to foster more programs for the cancer society of New Zealand. References Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall. Gavin, J. Marshall, B. Progress towards a New Zealand cancer control society. Auckland: New Zealand Cancer Control Trust. 2001. Green, L.W., & Kreuter, M.W. (1999). Health promotion planning: An educational and ecological approach (3rd ed.). Mountain View, CA: Mayfield. Grier, S. and Bryant, C. Social Marketing in Public Health. (Volume publication date April 2005)Annual Review for Public Health. Vol. 26: 319-339. Retrieved 19 May, 2006 from world wide web http://arjournals.annualreviews.org/doi/abs/10.1146/annurev.publhealth.26.021304.144610;jsessionid=oTDLQH4-vnRaJ6KBBTcookieSet=1&journalCode=publhealth Ministry Of Health. 2002. Cancer in New Zealand: Trends and Projection. Occasional Bulletin No. 15. Wellington: Ministry of Health National Cancer Institute. (1993). A picture of health (NIH Publication No. 94-3604). Rockville, MD: U.S. Department of Health and Human Services. Rimer, B. K. (1995). Audiences and messages for breast and cervical cancer screenings. Wellness Perspectives: Research, Theory, and Practice, 11(2), 1339. Sprague, D. Integrated Marketing Communication... Your Competitive Advantage. 22 May, 2006. Orange County Group Website. Retrieved on 19 may, 2006 from the world wide web http://www.octgroup.com/articles/im.htm Read More