Rationale for Communications Strategy

Running head: RATIONALE FOR COMMUNICATIONS STRATEGY
RATIONALE FOR COMMUNICATIONS STRATEGY
Name of the Student
Name of the University
Author Note

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
 Offering essential provisions to the largest possible number of vulnerable
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
 Create innovative, eye-catching advertisements that do not dilute the key
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