Promotional Marketing

This report focuses on the promotional marketing strategies for Run2Cure Neuroblastoma event in Australia. It includes the audience perception and problems, marketing and communication objectives, and analysis of past campaigns. The report also provides information about the organization and event, rationale for the event, and profile of the campaign audience.

Running Head: PROMOTIONAL MARKETING 1
Promotional Marketing

PROMOTIONAL MARKETING 2
Table of Contents
Introduction about Report..........................................................................................................................3
Introduction about Organization and Event................................................................................................3
Rationale for your new event......................................................................................................................4
Analysis of Past Campaign...........................................................................................................................5
Profile of the Campaign Audience...............................................................................................................8
Audience Perception/Problem....................................................................................................................9
Marketing and Communication objectives................................................................................................10
Campaign Idea...........................................................................................................................................11
Campaign measurement...........................................................................................................................15
Conclusion.................................................................................................................................................16
References.................................................................................................................................................17

PROMOTIONAL MARKETING 3
Introduction about Report
Australia is one of the developed nations that have a history of hosting various small and major
events. The country hosts different types of events like sports event, racing event, marathon,
music festival etc. Population of the country shows very much interest in these events and
percentage of their participation has been increasing every year. Effective management of an
event is very important for the organization that conducts the event. It is very important to
promote a particular event so that people can be aware about this and participate in this. This
report is focused on a popular run of Australia i.e. Run2Cure Neuroblastoma. It includes
different aspects which can be used by the event management organization to promote and
advertise the event to its targeted audiences. The major aspects are such as identification of
audiences, previous promotional campaign, communication objectives and promotion ideas.
Introduction about Organization and Event
For this discussion, the chosen event is a run event in Australia i.e. Run2Cure Neuroblastoma
that is held by Neuroblastoma Australia. Neuroblastoma Australia is an organization that works
with the mission that all kids with different types of neuroblastoma survive and live a healthy
and long life that is free from side effects of treatment. The major emphasis of this organization
is to enhance awareness and funds for research that is required to make treatments more
impactful, targeted and less toxic for the children. Neuroblastoma Australia is a registered
charity organization that is run by the friends and families affected by Neuroblastoma on
volunteer basis (Run2Cure 2018, 2018). This firm is working with the objective to raise the
profile of childhood cancer because it is a major reason of children’s death under the age of 5 but
there are very few people who have heard of it.
To develop awareness and raise the funds, the organization conducts an event every year. This
event is known as Run2Cure Neuroblastoma. The major aim of this run is to increase awareness
of and significant funds for neuroblastoma cancer research. This event will have timed 3k, 5k,
10k runs and for younger runners. The organization organizes different types of runs for different
age group. An entire family can participate in the run along with their children.
 10k run: for children of 12 years and more and adults

PROMOTIONAL MARKETING 4
 5k run: children under 12 (Accompanied by adult)
 3k run: children under 12 (Except part of school team)
 1k little heroes fun walk: for children of 5 years and under
 1k Junior Dash: for the kids aged 6 to 10 years
All the adults and children taking part in the run will receive the medals (Run2Cure
Neuroblastoma, 2018).
Rationale for your new event
Run2Cure Neuroblastoma is an event for the entire family who run for a social cause i.e. to raise
the funds to conduct research for Neuroblastoma cancer and find the effective treatment for the
disease. For this discussion, this event is selected because it is conducted to meet a social
objective in Australia. This is to fulfill the need of marketplace and population in Australia. In
this country, 719 children aged 0 to 14 years are newly diagnosed with cancer in the year 2107. It
includes 322 girls and 397 boys (Run2Cure, 2018). The number of children in the country has
been increasing every year so Neuroblastoma Australia is making efforts to raise funds to cure
this disease in children.
This year, the event will be holding on 3rd June 2018 and it will be focused on fulfilling the needs
of children who are suffering from cancer in Australia. This is the 6th fun run of Neuroblastoma
Australia for all the abilities and ages. It aims to increase the funds of $150,000 for conducting
research into the disease (Run2Cure, 2018).

PROMOTIONAL MARKETING 5
The promotion of this event should be very effective so that charity institution can develop
awareness about this disease in children. With the help of market research, survival rates can be
changed. The organization thinks that increasing awareness will assist raising funds for
neuroblastoma research. Today, it is possible to change the current survival rate that is 50%. By
applying the marketing principle of place and promotion mix, it can be stated that organization is
holding this event in Australia because the rate of child cancer in higher in this country. This run
is organized in the beautiful and iconic location of Domain in Sydney (Webster, 2017).
Promotion plays an important role as it will develop more awareness among Australian
population. Thus, spreading awareness and fundraising are major reasons behind selecting this
particular event.
Analysis of Past Campaign
In Sydney, Australia, this is the sixth time when Neuroblastoma Organization is going to
organize this event for the children. The organization conducts this event every year so that it can
generate funds for treating cancer patients. To promote this event, the organization had
conducted various promotional campaigns that assisted in creating awareness about this run and
attracting more people as fundraisers and volunteers. Previously, the organization ran a
promotional campaign to affect the people. In order to attract fundraisers and volunteers, the

PROMOTIONAL MARKETING 6
organization has organized promotional event where their volunteers had worn the outfit of
superheroes to show that how fund raisers can become superheroes of cancer suffering children.
At the time of previous event, the organization enticed the fundraisers by giving different prizes.
It was giving a Samsung Galaxy Tab 4 that is valued at $300 to the top fundraising team. In
addition to this, there were other prizes for second and third fundraiser (Run2Cure, 2018). This is
the best way to generate the funds towards this run. In this event, the organization has used the
slogan i.e. “Be Bold Go Gold for Children”.
Neuroblastoma Australia overlooked the past promotional activities that helped them to raise
funds for research. Additionally, the organization had initiated a promotional campaign targeting
the fundraisers that states that organization spends 80% of the funds on neuroblastoma research
and treatment. Under this campaign, the organization offered different prizes to top three
fundraisers so that it could attract more fundraisers for the event. The prizes for top three funders
are stated below:
 First Prize (Value $2370): Under this, the company gave the chance to win 5 nights’
accommodation for 2 adults and 2 children at White Grass Ocean Resort and Spa in
Vanuatu (Run2Cure Neuroblastoma, 2018).
 Second Prize (Value $500): Envy Jewelry to the winners
 Third Prize (Value $200): Hasbro Toy Bundle

PROMOTIONAL MARKETING 7
The people were able to get this opportunity by buying the Run2Cure raffle ticket booklets and
assist the organization raise the significant funds for this childhood cancer. These booklets were
available at 5$ each or 5 for $20 only. A single booklet includes 10 tickets and 80% of this
funding go to researching Neuroblastoma (Run2Cure Neuroblastoma, 2018).
The past campaign can be critically analyzed by using an effective marketing theory i.e. SWOT
Analysis. Two of its components are given below:
Strengths:
One of the major strengths of this promotional campaign is the prize offering for top three
fundraisers. Australian population loves to spend quality time with their family and loved ones
so they made efforts to win the first prize in the list. It assisted the organization to develop
awareness among public about the event and its objectives. This event has generated over
$430,000 at Children Cancer Institute Australia. It has increased the number of participants in the
Run2Cure Neuroblastoma. The promotional campaign is very attractive and innovative in
comparison to past campaign of organization (Khan, 2011).

PROMOTIONAL MARKETING 8
Weaknesses:
Apart from the strengths, one of the major weaknesses of this campaign is that organization spent
a huge amount on the prizes to three highest fundraisers. It is only focused on the ticket
purchasing not on fundraising (Sinapuelas, Wang & Bohlmann, 2015). It does not generate funds
from sponsors that affected the budget of event organization.
From this campaign, the organization can learn that it should not invest this much amount on
prizes to people. In addition to this, they should make the people understand that this is social
cause and they should spend on this. It can learn that it can attract more people by using other
activities and promotional processes.
Profile of the Campaign Audience
The target audiences for Run2Cure Neuroblastoma will include the people from every age group.
As mentioned above, the chosen even will be timed as 3k, 5k and 10k. The organization arranges
the runs for different age group such as children of 12 years and more, under 12 years, children
of 6 to 10 years, 5 years and under and adults as well. Considering this, the organization will
target the audiences for this promotional campaign accordingly (Petersen, Kushwaha & Kumar,
2015). The target market and market segmentation profiles for this promotional campaign are
stated below:
Geographic Profiles
Under geographic segmentation, the campaign will target the audiences considering their
locations. For this, the organization will target the people from urban areas in Australia. The
major focus will be on domestic people of Sydney who can participate in the run (Mihart, 2012).
Moreover, it will target the people from New South Wales and Queensland in Australia.
Demographic Profiles
In this segmentation profile, this promotional campaign of the event organization will focus on
people considering some specific characteristics like income, age, gender and education. The
promotional campaign will be planned to target the higher income level people who can invest
the funds for this social cause. In addition to this, it will target the children and adults who can
participate in the run event.

PROMOTIONAL MARKETING 9
Psychographic Profiles
Under psychographic profile, the event organization will target the people from upper class of
society. In addition to this, it will focus on the people who want to live a healthy lifestyle and
who are concerned about the childhood cancer rate in Australia. It will plan its promotional
campaign considering their psychographic characteristics (Masterman, 2014).
Behavioral Profiles
Behavioral segmentation profiling evaluates different characteristics like price sensitivity,
benefits of products and brand loyalty. It is very useful for determining purchasing patterns.
Under this profile, the company will target the people who regularly assist Neuroblastoma
Australia to raise the funds for cancer treatment research.
In this way, the organization will target the audiences considering the above profiles. It will
ensure that these people will assist them to increase awareness and funds for Neuroblastoma
research.
Audience Perception/Problem
Apart from different benefits, the launch of this event can face various challenges due to the
perception of targeted audiences towards event. These issues may affect the holding of this event
in the country. The organization will promote this event considering the fact that neuroblastoma
is a cancer that may lead the children to death (O'guinn, et al, 2014). So, it is very important for
the organization to consider related issues or problems which can be generated due to perception
of targeted audiences. It is necessary to analyze the issues and resolve them by using effective
strategies and techniques.
The organization will be facing different issues like lack of people’s interest. The organization
may face the issue that Australian population can show lack of interest towards this social cause
race. If they will be less-interested then they will not make investment in the event. It will lead
the organization to confront the issue of financial crunch. In addition to this, there will be lack of
effective management due to fewer volunteers and team. Some of the parents will have fear to
make their children participate in the run event (Keller, 2009).

PROMOTIONAL MARKETING 10
The event organization will make additional efforts to overcome these issues. It will develop a
fund account where it will save the money that can be spent on other activities like promotion,
prizes to top three fundraisers. It will generate the funds from sponsor that will be used in
marketing and other related activities. It will hire the trainers who can supervise the children who
will be taking part in the run. It will assist the organization to win the trust of their parents. In
this way, the organization can deal with the above issues in event launch (Liu, Sparks &
Coghlan, 2017).
Marketing and Communication objectives
Before implementing the promotion and event in practice, the organization will develop some
marketing and communication objectives which event will aim to attain in the future (Fill &
Jamieson, 2015). The Marketing and communication objectives of this promotional plan are
stated below:
 To increase awareness about the serious disease in Australia children i.e. Neuroblastoma.
 To raise the considerable funds from Australian population that will participate in the
Run2Cure event.
 To engage more people in this social cause
 To decrease the percentage of childhood cancer in Australia
The above marketing and communication objectives of this event can be understood by
considering dimensions of SMART objective framework:
Specific
The above marketing and communication objectives of this event are specific as they are very
clear and precise. These objectives define what the event organization really wants to attain
through its operations and processes for instance, the company aims to increase funds for
Neuroblastoma research (Brown, et al, 2015).
Measurable

PROMOTIONAL MARKETING 11
The objectives are totally measurable and they can be measured by looking at the sale of tickets
for run, funds raised, number of volunteers and participators in this run event. It can measure the
outcome by considering these key performance indicators.
Attainable
Yes, the goals of this promotional plan can be attained by using effective marketing and
communication strategies. The objectives are realistic which can be attained by the organization.
It will be able to develop awareness about Neuroblastoma and childhood cancer.
Relevant
The objectives of the organization are totally relevant to the operations and processes of event
organization. It will be able to increase the considerable funds from Australian population that
will participate in the Run2Cure event. It will aim to engage more people in this social cause
(Shimp, 2008).
Time-Bound
The event organization will set a timeframe in which it will attain these objectives. This
promotional campaign will be developed for 6 months. It will be able to achieve the objectives in
next six months (Allen, et al, 2012).
Campaign Idea
Considering the targeted audiences, the event organization will develop an attractive campaign
idea that will entice more and more fundraisers towards its operations. Moreover, the
organization will use attractive and effective slogan to entice the people in Australia. It will
promote the event with the idea of enriching Australian people, sporting spirit and environment.
The company will use a slogan “Every Child Deserves to Grow Up” that will show the concern
of organization and event towards children’s health.
Under its core marketing and communication strategy, the event management company will use
attractive and creative execution styles (Ashley & Tuten, 2015). These execution styles will
support the organization to attract people through images and animations. In order to convey its
business and campaign idea, the organization will use below-stated images and layouts:

PROMOTIONAL MARKETING 12

PROMOTIONAL MARKETING 13
In order to attain above-mentioned marketing and communication objectives, the organization
will use effective marketing tools, which are given below:
Internet Sources
Internet sources are the primary sources which will be used by event organization to promote the
event. The organization will use different internet sources like Facebook, Twitter and Instagram.
For the upcoming event, the organization will post the images and videos son its Facebook and
Instagram page so that it can approach a larger population. The organization considers that most
of the Australian population is active on these social networking sites so it will be the best way
of promotion. In addition to this, it will use Google display ads and SEO marketing to make the
people aware about the event (Blakeman, 2018).
Advertising
Advertising is the process that is used by an organization to promote its products and services to
the population. In this case, the event organization will use both print and broadcasting media to
reach the targeted population. The company will give advertisement in newspapers and
magazines so that it can spread the news of this event. Through this, it will be able to reach to the
people who are not available in internet and social networking sites (Andrews, & Shimp, 2017).
Additionally, the organization will give ads on television and radio so that it can approach the
women and older population in Australia. It can be used as a primary tool of marketing
communication plan.

PROMOTIONAL MARKETING 14
Sales Promotion
Sales promotion is a secondary tool that can be used by this event organization to promote this
upcoming event. It is the tool that will be used by event organization to encourage the people to
buy the tickets of run event and fundraise for research. Under this, this firm will provide the
offers and discounts to early birds (Alagoz, & Hekimoglu, 2012). To encourage funds, it will
offer the prizes to winners. It will be considered as a secondary tool for the company because it
will increase expenses of organization.
Direct Marketing
The chosen event organization will be using direct marketing that includes communicating brand
message without any middleman. The organization will use this marketing tool as primary tool.
Under this, the organization will use and distribute its flyers, brochures, newsletters, catalo and
telephonic communication (Castronovo & Huang, 2012). It will increase the loyalty among fund
raisers and people who participate in the run event.
Public Relations
Under this marketing tool, the event organization will develop mutually beneficial relationship
with its volunteers and fund raisers. It will assist the organization to generate more funds for
Neuroblastoma research. 80% of the funds will be used to treat the childhood cancer. After the
event, the organization will send a thank you card to the fund raisers for their support. It will use
this technique as it will assist the organization to retain them for a longer time.
Personal Selling
Personal selling is the marketing tool by which a company trains and uses its employees to offer
the products through personal and face-to-face contact. In this case, the organization will use this
technique to increase brand awareness about the event and its features. The volunteers will play
an important role under this marketing tool (Gibson & Connell, 2016). It will help the event
organization to increase the event awareness and value in Australian market.
Support Media
In order to promote this event, the organization will use different forms of support media like
out-door advertising, advertising in movie theatres, billboards, hoardings, posters etc. These are

PROMOTIONAL MARKETING 15
the supporting tools which this event organization will use in the future. It will help the
organization to reach the outsiders of the Sydney (Pavlou & Stewart, 2015). It will be the best
way to approach a larger population in Australia.
Thus, the above marketing and communication tools will assist Neuroblastoma Australia
Organization to attain its above-mentioned marketing and communication objectives. These tools
will work as communication strategies for the firm (Barton & Behe, 2017). Organization will
promote the upcoming event and deliver its campaign idea to the targeted audiences in the
country. Through these marketing tools, it will be able to deliver its brand and social message to
targeted audiences.
Campaign measurement
After implementing this marketing and communication plan and strategies, it is essential to make
sure that the applied marketing tools are on the target. The event organization will evaluate the
campaign and measure the success of this marketing campaign. The organization will evaluate
this promotional campaign based on how the organization reaches to its campaign audiences and
achieves above-written marketing and communication objectives. The organization will evaluate
the feedback of customers towards the advertisement which are given on social media networks.
It will make a team of experts who will analyze whether the ads of organization are impactful to
grab the attention and interest of customers (Bakker, 2014).
There are some key performance indicators which will be analyzed by the organization. These
indicators are such as the sale of tickets for run, funds raised, number of volunteers and
participators to run event. In addition to this, it will conduct an online survey through which it
will analyze the response of people towards fundraising activities. It will develop a questionnaire
which will include the questions regarding their interest towards social cause and how much they
are aware about the severe disease of childhood cancer (Sedaghat, Sedaghat & Moakher, 2012).
It will assess whether the event has attained its objectives through this marketing and
communication plan and tools. It will take the feedback of its volunteers that they are satisfied
with organization’s strategies or not. If there will be any issue in the campaign measurement
process then the organization will implement more effective strategies and tactics to overcome
that particular hurdle.

PROMOTIONAL MARKETING 16
Conclusion
Thus, it is hereby concluded that marketing and communication strategies play an important role
in the growth of an organization. Each and every organization needs to use effective strategies
and marketing tools to promote its business among targeted customers. The above report
includes the marketing and communication plan for a popular event in Australia i.e. Run2Cure
Neuroblastoma. Neuroblastoma is childhood cancer that can lead the children to death. So, it is
very important spread awareness about this event by using effective marketing and
communication plan and strategies. This organization conducts the event to generate funds and
awareness about this disease so that people can participate in the run event and assist in social
cause. The organization will use effective marketing and communication tools and strategies to
approach a large base in the country. It will be able to communicate its message to Australian
population. The promotional strategies are appropriate as they will assist the organization to
reach and generate fundraiser for this particular event in Australia.

PROMOTIONAL MARKETING 17
References
Alagoz, S. M., & Hekimoglu, H. (2012). A study on tam: analysis of customer attitudes in online
food ordering system. Procedia-Social and Behavioral Sciences, 62, 1138-1143.
Allen, J., O'toole, W., Harris, R., & McDonnell, I. (2012). Festival and Special Event
Management. John Wiley & Sons.
Andrews, J.C. & Shimp, T.A. (2017). Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Bakker, D. (2014). Vertical Brand Portfolio Management: Strategies for Integrated Brand
Management Between Manufacturers and Retailers. UK: Springer.
Barton, S.S. & Behe, B.K., (2017). Retail Promotion and Advertising in the Green Industry: An
Overview and Exploration of the Use of Digital Advertising. HortTechnology, 27(1),
pp.99-107.
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Brown, S., Getz, D., Pettersson, R., & Wallstam, M. (2015). Event evaluation: Definitions,
concepts and a state of the art review. International Journal of Event and Festival
Management, 6(2), 135-157.
Castronovo, C., & Huang, L. (2012). Social media in an alternative marketing communication
model. Journal of Marketing Development and Competitiveness, 6(1), 117.
Fill, C. & Jamieson, B. (2014). Marketing Communications. Edinburgh Business School.
Gibson, C., & Connell, J. (2016). Music festivals and regional development in Australia.
Routledge.

PROMOTIONAL MARKETING 18
Keller, K.L. (2009). Building strong brands in a modern marketing communications
environment. Journal of Marketing Communications.
Khan, S. (2011). Marketing Mix Strategy Adaptation: A Retail Organisation’s Response To The
Global Economic Downturn. Cape Peninsula University of Technology.
Liu, W., Sparks, B., & Coghlan, A. (2017). Event Experiences Through the Lens of
Attendees. Event Management, 21(4), 463-479.
Masterman, G. (2014). Strategic sports event management. Routledge.
Mihart, C. (2012). Impact of Integrated Marketing Communication on Consumer Behaviour:
Effects on Consumer Decision – Making Process. International Journal of Marketing
Studies.
O'guinn, T., Allen, C., Semenik, R. & Scheinbaum, A.C., (2014). Advertising and integrated
brand promotion. Nelson Education.
Pavlou, P. A., & Stewart, D. W. (2015). Interactive advertising: A new conceptual framework
towards integrating elements of the marketing mix. In New Meanings for Marketing in a
New Millennium (pp. 218-222). Springer, Cham.
Petersen, J. A., Kushwaha, T., & Kumar, V. (2015). Marketing communication strategies and
consumer financial decision making: The role of national culture. Journal of
Marketing, 79(1), 44-63.
Run2Cure 2018. (2018). Get Fit, Have Fun and Support a Great Cause. Retrieved from
http://run2cure.org.au/event/family-fun/.
Run2Cure Neuroblastoma. (2018). Run2Cure Events. Retrieved from
https://www.neuroblastoma.org.au/events/run2cure/.
Run2Cure. (2018). Event Details. Retrieved from http://run2cure.org.au/event/event-details/.
Sedaghat, N., Sedaghat, M., & Moakher, A. K. (2012). The impact of promotional mix elements
on brand equity. American Journal of Scientific Research, 43(1).

PROMOTIONAL MARKETING 19
Shimp, T.A. (2008). Advertising Promotion and Other Aspects of Integrated Marketing
Communications. UK: Cengage Learning.
Sinapuelas, I. C. S., Wang, H. M. D., & Bohlmann, J. D. (2015). The interplay of innovation,
brand, and marketing mix variables in line extensions. Journal of the Academy of
Marketing Science, 43(5), 558-573.
Webster, C. (2017). Events as a Strategic Marketing Tool (D. Gerritsen and R. van
Olderen). Event Management, 21(1), 131-133.