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

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).