Strategic Marketing for Mind BLMK Charity: Evaluation of Offline and Online Marketing Communications Activities

This report evaluates the offline and online marketing communication activities of Mind BLMK Charity, a UK-based charity that supports positive mental health. It covers specific communication objectives, market segmentation and targeting, positioning strategy, and communication mix and media plan.

Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
EXECUTIVE SUMMARY.............................................................................................................3
MAIN BODY..................................................................................................................................4
Evaluation of offline and online marketing communications activities......................................4
Specific Communications objectives...........................................................................................5
Market Segmentation and Targeting...........................................................................................6
Positioning Strategy.....................................................................................................................7
Communications Mix and Media Plan (offline and online MarCom tools and how the
communications can be used)......................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Integrated Marketing Communication is defined as the term of marketing strategy which
is used by an organization to coordinate with communication tools. It is an strategic approach for
integrate the communications and focus on overall process of marketing process. In other words,
it is the process which is used to identify the marketing elements communication which includes
social media, public relation, development of business, advertising etc. Digital and social media
marketing refers to the platforms which is the strongest way to connect with people. It is help in
to connect with people online (Alikılıç, 2019). It is the successful marketing strategy which is
use by every organisation to promote their business and product via social media. In this report
Mind BLMK Charity has been taken which supports the positive mental health of peoples. It was
founded in 1946, in England, United Kingdom. The charity offers the information and advice to
support the mental health issue of people. It is also known as the National Association for Mental
Health. This report will cover the evaluate the offline and online marketing communication
which is applied by charity. It is also covering the fundamental decisions, tactical decision of
Mind Charity.
EXECUTIVE SUMMARY
Mind BLMK Charity is provide the positive mental health of customers and support them
financially. It is an UK based charity which is founded in 1946. Where the BLMK stands for
Bedfordshire, Luton and Milton Keynes. This report covers the overall process of Marketing
activities which is done though the communication of offline and online marketing where the
company face the major issues in offline marketing. This report covers the specific
communication objectives of Mind Charity and also covers the STP model to set the marketing
planning to support the charity financially. This report analysis the communication mix and
media plan of Charity which help to support the activities online or offline with the use of
Marcom tools (Ashutosh, Sharma, and Beg, 2020). It is analysis the budget of the overall charity
plan which is identify by target audience for the Mind BLMK charity. The overall summary of
the project is to set the planning to support the charity services via social media platforms which
helps to aware the customers to donate the money for the charity.

MAIN BODY
Evaluation of offline and online marketing communications activities
Offline marketing is the term of marketing which communicates with people and
customers directly offline media platforms which includes banner, boards, magazines,
newspapers etc. Where the online marketing is also the term of marketing but it is helps to
connect or communicate with people via digital technology includes social media, SEO, email
marketing content marketing etc. offline marketing basically focus on product where online
marketing focus on product via third party. In context to Mind BLMK Charity, the support of
offline and online marketing communication in financial positions of the charity (INDONESIA,
2018).
Traditional methods of communications: It is referred to the process which can be
defined as the physical act for transfer the information via radio, television, satellite, billboards
etc. Every charity needs a financial support which is possible by methods of communication.
Traditional Methods can help the charity by offer them many social media platforms which helps
to transferring the information. In Context to Mind BLMK Charity, there are some points in
traditional methods which is applied by the charity.
 A Crowded Marketplace: The Mind BLMK Charity provide the information about
Mental health issues of people which is founded in 1946 in England, UK. As per research
it is found that there are many competitions for donations which may can affect the
overall financial position of Mind BLMK charity. The strategy which is used by charity
to advertise their services in crowded market which help to awareness of people and also
helps to attract them to donate for their charity. From the crowded marketplace charity
can collect more finance for their services to support the Bedfordshire, Luton and Milton
Keynes.
 Power of Media: Power of media play a vital role in any organization to support their
business product via digital media. In context to Mind BLMK Charity, used this strategy
communication to promote their Charity services online which helps them to collect the
more donations from the people. Today' s culture depends on social media where the
charity advertises their services on media which help to aware the donators (Kareem, and
Paty, 2019).

Digital methods of communications: It is referring to the term which helps to
communicate with use of technology is called digital communication. In context to Mind BLMK
charity, they can use this technology for support their charity and advertise their services with the
use of charity which is also helps to attract the donators to donate and support their charity in
financial basis. Digital communications provide many benefits to charity includes budgeting,
communication, funding, production etc. there are some points which are applied by the Mind
BLMK charity.
 Easy Payment Method: Digital technology provides many solutions to get the payment
via online. It helps the charity to collect the money via online basis. In context to Mind
BLMK charity, is use this method for collect the donations from people on their own
website which helps them to support the charity digitally. The technology helps to
transfer the payment easily.
 The Impact of mobile: Digital technology growing day by day and provides many
solutions for charity. In context to Mind BLMK charity, they use this technology for
advertise their services via mobile phones which helps to connect with people easily and
also saves the time and money. The impact of mobile on charity to support the charity
services and collect the donations from peoples by provides the information and details of
the charity via phone calls, text etc (Kulova, and Nikolova-Alexieva, 2019).
Specific Communications objectives
It is the process of set the target for communication which helps to describe the
evaluation of desired target. The strategic communication objectives plan for non-profit
organization to face the challenges which is raises the time of fundraising. There are some
specific objectives of communication which are planned for Mind BLMK charity-
 Brand and reputation: It are referring to the image of the brand or services which are
provides for the raise the fund. In context to Mind BLMK charity, they should maintain
their services towards donators which help to donate the charity without hesitation.
 Increase Issue Awareness & recognition: Mind BLMK charity should maintain the
elements of communications which helps to awareness and recognition of charity. For
any non-profit organization it is an important part to aware about the organisation which
is help to support the charity on financial terms and conditions.

Market Segmentation and Targeting
Marketing segmentation and targeting is defined as the process of identify the key
customers of the company. It is help to determine the strategies for customer management,
pricing and communication. The overall process is set for identifying the segmentation, targets
and position of the company which helps to know about the activities of company (Lu, 2018).
Market segmentation: Marketing segmentation is a term of marketing strategy which
helps the company to identify the targeted groups of people. It is the process of dividing a market
of customers into segments. In context to Mind BLMK Charity, the market segmentation of
charity can be considered by prevention fund's markets services which are interacting with
foundations, volunteer, private donors, staff etc. there are five segments of market which
identifies the marker segments as per feedback from the people which are given below-
 Already organized: it is referring to the term of consumers who are not impulsive to
donate the charity they want to donate charity of their own choice.
 Big fish: It is the term of segments which consist the common target for all the charities.
 Socially aware: These types of people who are impulsive to donate the charity.
 Not today, thanks: These types of people are basically having financial restrictions and
can’t provide the money to charities.
 OK, as you asked nicely: these types of people don’t want to donate the money to
charities but they behave nicely (Mohammadali Tajrishi, and et.al., 2020).
In context to Mind BLMK charity, they can consist these segments for their charity to
analysis the nature of the peoples which helps to maintain the records of donators as feedback.
Target Audience: A target audience define as the group of people which is target by
demographic status includes age, gender, education, location etc. target audience helps to make
the business more effective. Audience is targeted for products and services which is produce by
organization. In context to Mind BLMK charity, they target the women and young people to
achieve the fund for the charity. There are some points which should follow the charity to
development-
 Beneficiary: It is the process of grouping of donors into discrete categories which helps
to understand the program of fulfilled the expectations of donors. In context to Mind

BLMK charity, it is help in to divide the group of donors which is help to analysis the
market of fundraising (Purkayastha, 2018).
 Geographic: It is referring to the segment the audience according to region. It is the
marketing strategy which is used to target products and services on people who live in
particular locations. In context to Mind BLMK charity, this segmentation is used for
target the audience at a particular location to aware the services which they provide.
 Psychographic: It is the term of marketing which helps to analysis the interaction
between organisation and users. There are some tools which helps to interact with
audience because these tools are interest part for audience which includes Facebook,
Instagram, twitter etc. these all are tools of social media which is used by everyone. In
context to Mind BLMK charity, they can use this tool for support their charity via social
media which help to aware the people about the charity services.
 Behavioural: It is the term of digital tools which is the best tool for segmentation for
create the google ads which is also called as re targeting of people. In context to Mind
BLMK charity, this segmentation supports the charity digitally where the services can be
advertised via google ads which can attract the target audience (Ramakrishna, 2018).
 Demographic: It is based on characteristics of users includes age, size, gender,
personality, status etc. in context to Mind BLMK charity, this segmentation can be used
for target the audience by their characteristics which is help to know more about
audience.
In context to Mind BLMK Charity, they can use these strategies for target their audience
which help to raising the fund from targeting audience.
Positioning Strategy
It is the term of strategic marketing plan which is helps to analysis the position of the
business within a market and determine the how business delivered the services to attract more
customers. It is also defined as the term of performance of the company which is focus on the
success to achieve the goals in a market. It is an important function to develop the operation
strategies which is depends on positions of the company. In context to Mind BLMK charity, they
can use this strategy to maintain the balance in the market and helps to increase the performance
of charity by defining the marcom tools. It will help the charity to have the position within the
charity market (Sakas, Nasiopoulos, and Reklitis, 2019). And aware the customers to support the

charity. Mind BLMK charity can offers best services to people which helps to attract more
people. They can also use to target the STP model of marketing to set their targeting audience to
support them financially basis. There are some strategies which can follow by the charity to set
their positions in the market-
 Unique selling Proposition: Mind BLMK charity is can use this step by competitive
research of their services which helps to know the value of services. The research on
audience, position, how the charity goes etc. they should provide some unique
proposition to be in the market, because there are a lot of non- profits organization which
provides many services so, Mind charity should consist their performance according to
customers needs and wants (Singarimbun, and Karlinah, 2020).
 Don’t be afraid to be Bold: Mind charity should be bold to share their services to
customers, which helps to identify that charity is not fake. They should measure the key
roles of marketing to support their charity. For support of any charity, they don’t be
afraid to define their roles they should be bold to share the overview of the business.
 Tell the full Story: For set the position in the market Mind charity should tell the overall
story like what kinds of services they produce and why and what is the main motive to
position in the market. Which helps to attract the power of market.
 Share the Knowledge: They should provide proper knowledge to donators about their
charity and also ask them to visit on website to clarify them its is not fake because mostly
people are assuming as fake charity. So, Mind BLMK charity should provide the overall
knowledge about the charity.
In context to Mind BLMK charity, to positions their charity in the market they should
provide better services, proper knowledge of the company which helps to support the business to
have the positions in the market (Villas-Boas, and Zhang, 2020).
Communications Mix and Media Plan (offline and online MarCom tools and how the
communications can be used)
Communication mix refers to the tools which is hep to communicate with customers. The
tools include advertisement, direct marketing, public relations, personal selling etc. it is helping
the charity with marketing strategies. In context to Mind Charity, communication mix and media
plan helps to raising the fund from steering groups, target audience, beneficiaries.

Communication and media plan is set by audience, budget, marketing stages etc (Wavinya, and
Kariuki, 2020). there are many communication and media tools and channels for Mind BLMK
charity to support the charity in many ways which indues-
 Social media: It is referring to the term of platforms which is provides by the social
media to support the business and organization digitally. In context to Mind BLMK
Charity, they can use this tool for advertise their services via online platforms.
 Personal selling: It is referring the selling the product and service directly to customers.
Which is also known as face-to-face marketing. In context to Mind BLMK charity they
can use this tool for connect with peoples directly which helps to know more about
people by its behaviour attitude etc.
 Public relations: It is the term of relation with public which helps to connect with people
easily. For Mind BLMK Charity they have to maintain the public relation for achieve the
future goals.
 Direct Marketing: It is known as the term of marketing mix communication which help
to advertise the product and services via newspapers, radio etc. in context to Mind BLMK
Charity, they can use this tool for aware the customer for purchasing their services. These
tools use as advertisement with newspaper etc (Woodroof, and et.al., 2019).
 Advertisement: It is helps in to aware the customers and peoples via television, social
media platforms etc. by advertisement of product and services can help to increase the
value and demand in the market. In context to Mind BLMK Charity, they can use this
tool for advertise their services for increase the sales by attracting more customers.
 Sales promotions: It is referring to the promotion of the product and services which
helps to attract the target audience in the market. In context to Mind BLMK Charity, they
can use this tool by promote their services and increase their sales in the market.
The recommendation for Mind BLMK Charity is, they should consist the marketing tools to
awareness of their services to customers which helps to support the charity financially. They
should target their audience and market also to know about the information about the market and
their performance. They should provide better services to customers which can help to improve
the overall performance of charity (Xue, and et.al., 2019).

CONCLUSION
In the above report it has been analysis that Integrated marketing communication is the
practice of unifying all the marketing communications tools and corporate and brand message to
communicate in a consistent way to and with stakeholder. It is offering the competitive
advantages, boost, profits and sales, it is also increasing the profit through increased
effectiveness. Digital and social media marketing helps to communicates and connects with
people online via social media platforms. It is helping the business to advertise their services and
product via social platforms. It is analysis that day by day the value of social media is increased,
people are more aware of the product and services via platforms. The Mind BLMK charity is use
the strategy to promote their services in the market which provides the positive mental health to
peoples. This report covers the overall process of charity marketing to support the charity in the
term of finance. It is analysis that STP model used to analysis the charity’s target audience and
market to achieve the goals with success. The overall study is analysis that for any business and
organisation marketing tools are play a vital role to support the firm and attract and aware more
customers to purchase the services from them.

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