Principle of Marketing Thesis 2022

Running head: PRINCIPLE OF MARKETING
Principle of marketing
Name of the student
Name of the university
Student ID
Author note

1PRINCIPLE OF MARKETING
Executive Summary
Wollongong Homeless Hub, is located in Wollongong, Australia is committed to ending
homelessness. This thesis delivers a social marketing plan in a very comprehensive manner. The
purpose is to grow awareness of homelessness in Australia. And to develop volunteer and donor
asd well, involved with Wollongong Homeless Hub. Inorder to complete thses prerpose the
company has to make a social promotion plan and it was established by reseacrching the targeted
volunteer and donor, homelessness and successful movements from other homeless shelters.
Additionally an online survey was conducted to test the effectiveness of a “public service
announcement” (PSA) and collect information concerning Wollongong’s operation and media
relations. The result based on the survey used to review thye PSA and provide recommendations
for the social marketing paln.

2PRINCIPLE OF MARKETING
Table of Contents
Introduction......................................................................................................................................4
Problem statement...........................................................................................................................5
Target market...................................................................................................................................5
Primary target matrket.....................................................................................................................6
Secondary target market..................................................................................................................6
Successful Techniques.....................................................................................................................7
Market analysis of Wollongong Homeless Hub..............................................................................8
Support in transitional housing-.......................................................................................................8
Homeless hub crisis-........................................................................................................................8
Glider accommodation pre/post crisis support-...............................................................................9
Outreach service delivery-...............................................................................................................9
SWOT analysis matrix...................................................................................................................10
Statiastics of Transitional Housing Support..................................................................................11
Craetive strategy............................................................................................................................12
Cognative and conative objectives................................................................................................12
Positioning Staement and slogan...................................................................................................13
Vision of Organization..................................................................................................................13

3PRINCIPLE OF MARKETING
Methods.........................................................................................................................................13
Survey result..................................................................................................................................14
Demographics................................................................................................................................14
Participant motivations and experience.........................................................................................14
PSA analysis..................................................................................................................................14
Communication/ social media.......................................................................................................14
Recommendations..........................................................................................................................15
PSA layout.....................................................................................................................................15
Social media recommendations.....................................................................................................15
Additional recommendation..........................................................................................................15
Conclusion.....................................................................................................................................16
Reference.......................................................................................................................................17

4PRINCIPLE OF MARKETING
Introduction
The aim of social marketing campaign is to make the public service announcement very
effectively and communication campaign for Wollongong Homeless Hub. Homelessness is a big
issue which is currently affecting all areas of Australia with 116,427 people, that were counted in
the in the survey. It is very essential to complete this project as the homelessness number
amplified by 13.7% in 5 years. This campaign will suely increase the awareness within
homelessness in Wollongong, Australia and enhance volunteer and donor rates.
As an independent marketing consultant, a marketing plan is being created on
Wollongong homeless hub. The company was established in October 2013, is an one stop shop
for the resources available to homelessness. From this single point a customer can access a
multiple agencies. It is a free platform where computers, photocopies, fax machines and
telephones are presented to the customer. “Wollongong Homeless Hub” is a professional
homelessness service provider to such homeless people. It generally offers information, support,
referral and advocacy to the homeless people. The company helps and supports various customer
profile who involves culturally and diversified backgrounds, youth, refugees, indigenous, new
settlement and also those group and individuals who has a significant constraints to seek a
private housing like children and women escaping domestic violence, single parent families
those people who was addicted by drug and alchohol, also those people who is living in a mental
condition. The purpose of the company is to fulfill the gap between the homeless people to
home. Since the the company is providing a homless services then the target group would be
anyone over the age of 18 years. This paper also suggests that the key functions of the committee
is to grow and favor the rules and policies. It gives an idea of business stratergic plan, manage
financial plan, leagal responsibilities.

5PRINCIPLE OF MARKETING
Problem statement
Homelessness is described by the local government as an individual who do not have
residence including public whose primary residence is supervised. A facility by private that
offers temporary living accommodation. Homelessness is standing as a real world problem that
challenges various groups (Yadav 2016).
Negative childhood experience such as abuse (Moore and Ramirez 2016) and neglect, as
a result the people become homeless.
It has been observed that mental illness, psycho problem, critical illness often the primary
cause of homeless, as they are unable to get job and retain. So the origin of homelessness is the
failure to hold an apartment, house or such parallel structure.
Proverty is a key element of an universal risk factor of homelessness (Kushel 2018), at
the time of experiencing of personal crisis, poor people generally do not have that idea to get out
of that financial trouble and it occurs homelessness.
Target market
Use of campaigns related to social marketing by the non-profit organization (Butler and
Wilson 2015), like Woellongong Homeless Hub targets te benefits of involvement. In the
commercial marketing techniques, social marketing (Goldberg, Fishbein and Middlestadt 2018)
adaptability is for planning, executing and evaluating te programs that aims to effect the
behaviour of te target people. The maximum portion of social promoting plan run through social
media stages (Bucher and Helmond 2017), making it importance the target audience find this
mechanism of statement interesting.