This study provides a rationale for the four advertisements created for the 'V4You' campaign by Vinnies, focusing on the goals, objectives, publics, justification, distribution plan, key message penetration, integration with peer work, budgeting, and timeline.
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Running head: RATIONALE FOR COMMUNICATIONS STRATEGY RATIONALE FOR COMMUNICATIONS STRATEGY Name of the Student Name of the University Author Note
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1RATIONALE FOR COMMUNICATIONS STRATEGY Introduction The study is a rationale for the four advertisements that have been created for the “V4You” advertisements for the company Vinnies. The purpose is to rename the KEEP program or the Kids Engaged in Education to ‘V4You’. The advertisements have been made in view of the major goals of the organization. Various channels have been used to greatly enhance the audience reach of the company. Vinnies have been assisting people of the disadvantaged communities for over 160 years. The organization is especially focused on guiding the homeless, the underprivileged children and youth across Australia. The advertising campaign is aimed at garnering more support for the organization. Goals Gathering the support of a large number of audiences towards successfully carrying out the major events Offeringessentialprovisionstothelargestpossiblenumberofvulnerable communities and homes poverty stricken youths and children Reaching out to the maximum number of target audiences through the media channels used Establishing a strong network and presence through the advertising campaign for improving prospects for further growth and development of the organization Objectives Increase awareness of V4You among target audiences Increase access to V4You services
2RATIONALE FOR COMMUNICATIONS STRATEGY Brand V4You as a lifelong, cross-generational solution for families and CYP Host successful events that raises awareness and creates WOM and social media traffic Createinnovative,eye-catchingadvertisementsthatdonotdilutethekey messages Create new and/or reuse old corporate partners where both parties benefit Publics Major stakeholders Children and Young People (CYP) - ages 0-17 years old. Parents and direct relatives/carers of CYP All Stakeholders Employees Members Volunteers Beneficiaries Donors Other NGOS Local Community Government
3RATIONALE FOR COMMUNICATIONS STRATEGY The team has undertaken research to establish sub-classes of these stakeholders in an effort to create more tailored and directed communication strategies. These categories are based off the varying types of homelessness or struggle that CYP and parents may be facing. They include the following; Partial or intact families with CYP. (Including grandparents) Partial or intact aboriginal families with CYP. (Including grandparents) CYP without guardians. Women and CYP, often victims of domestic abuse. Men and CYP. Parents and/or CYP who are struggling with drug and alcohol-related issues Justification of chosen factors The chosen factors are important for the success of the entire project of Vinnies. The organization wants to get enough donations for their cause from the identified target market. The chosen factors of the 4 advertisements are effective in reaching a wide number of audiences. At the same time, having multiple advertising channels would enable the organization to cater to the requirements of all the identified stakeholders. Selecting busses and bus transportation stations as the advertising places can ensure maximum audience reach. Through this the daily commuters can easily be accessed. Maximum audiences can be reached through public transportation systems.
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4RATIONALE FOR COMMUNICATIONS STRATEGY Justification for choice of product The product is essentially the brand of Vinnies and the events they organize in favor of helping the major stakeholders. The product meets the demands of the stakeholders. It is designed to be effective towards attracting the attention of the target audiences. It becomes important that a significant event is used to promote Vinnies as a brand. V4You does the same effectively. KEEP was not as attractive as V4You. “V4You” provides a more direct message in regards to the major aims and operations of the organization. Hence, the product is in line with the aims and objectives that the organization associates with it. A more accurate projection of the brand would help to get more contribution towards the causes of the homeless and the underprivileged sections of the society. The focus here is the creation of an effective brand image. The people need to know what the organization does and how effectively. Distribution and Logistics plan The distribution channel that is being used is the public transportation. The transportation services that would be used are urban based transportation services these services reach the maximum number of people in the urban areas. Naturally, these forms of transportation services would be used to display the messages. The city lines would be used from around 8:00 AM to 9:00 PM. The bus lines that lead to the major business areas would be used. The routes which have the busiest traffics need to be used. The stations would be located at the key junction areas of the city. The focus is on getting the larger number of the target audiences to read and interact with the message.
5RATIONALE FOR COMMUNICATIONS STRATEGY Key message penetration The key messages that the organization is planning to deliver are aligned with the major goals and objective of the organization. One of the important messages would be supporting the children, youth and families of today, tomorrow together. The Ad will call on the target audiences to contribute towards the cause. Charity ad proposal for discount would be displayed to the audiences through the entire campaign. The message needs to penetrate among the audiences to make sure that effective following is reached. Integration with peer work The bus campaign would be aligned with the social media campaign of the organization. Additionally, the live campaign would also be promoted. The #V4You would be used in social media. The images would be kept the same for ensuring quick identification. The event dates and venues would be provided through all the media channels. Importance would be given towards the essential promotion of the events and the motives of the organization through an integrated subsystem of omnichannel advertisements. For example- the advertisements displayed at the busses would be shown on the social media video campaigns. Budgeting CategoryDetails6 months cost Bus interior AdAround 4000 posters would be required for the interiors AUD 800 Bus bench AdAbout 400 specially designedAUD 1000
6RATIONALE FOR COMMUNICATIONS STRATEGY posters Exterior AdAbout 600 large posters are required AUD 1060 Bus shelter AdSome 500 posters would be required.LEDwouldbe required for night visibility AUD 1700 Labor CostsAround 400 people would be required for the various tasks AUD 1800 Miscellaneous expensesOtherexpensessuchas permissions,unprecedented expenses AUD 200 TotalAUD 6560 Timeline Week 1- 3 Week 3- 6 Week 6- 9 Week9- 12 Week 12-15 Week 15-18 Week 18-20 Planningthe campaign Setting up interior ads
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7RATIONALE FOR COMMUNICATIONS STRATEGY Settingupbus bench ad Bus exterior ad Bus shelter ad PostAd. maintenance Conclusion In conclusion it can be said that the campaign can be effective and productive in view of the entirety of the marketing and promotional initiatives. All the major stakeholders of the organization would be benefited due to the program. The campaign will benefit the ultimate aim of the program and an essentially larger audience can be reached considering the aims of the campaign.
8RATIONALE FOR COMMUNICATIONS STRATEGY References Anon, 2019.Poverty in Australia is of great concern to the St Vincent de Paul Society. [online] Vinnies.org.au. Available at: <https://www.vinnies.org.au/> [Accessed 10 May 2019]. Bhatia, T., Reiley, D., Lewis, R., Bax, E.T. and Kantak, D.V., Yahoo! Inc, 2011.Online and offline advertising campaign optimization. U.S. Patent Application 12/726,683. Tranfield,D.andStarkey,K.,1998.Thenature,socialorganizationandpromotionof management research: Towards policy.British journal of Management,9(4), pp.341-353.