Promotional Marketing

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).