Social Media Campaign for Inhala Youth Services to Counter School Bullying

Running head: SOCIAL MEDIA CAMPAIGN
Social media campaign
Name of the student
Name of the university
Author note

1SOCIAL MEDIA CAMPAIGN
Executive summary
The aim of this report is to discuss about the effectiveness of the social media campaign initiated
by Inhala Youth Services in countering with the school bullying. In this report, the internal and
external factors to be faced by them are being discussed and concluded that there are number of
challenges to be faced by them in initiating the social media campaign. The latter half of the
report defines the different objectives as well as the target goals of the Inala Youth Service which
is then followed by the Positioning theory of the firm. The Guiding theory behind the
formulation of the strategies has been stated followed by the Marketing Mix. An evaluation plan
of 12 months along with the budget has also been prepared.

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Table of Contents
Introduction......................................................................................................................................4
Identification of the past campaigns................................................................................................5
Situation analysis.............................................................................................................................6
Macro environmental analysis.....................................................................................................6
Micro environmental analysis......................................................................................................8
Target market segmentation............................................................................................................8
Target market profiling..............................................................................................................10
Determination of the selected target market..............................................................................10
Objectives and the Target Goals....................................................................................................11
Guiding Theory..............................................................................................................................12
Positioning.....................................................................................................................................12
Marketing mix strategies...............................................................................................................12
Product/ Service.........................................................................................................................13
Price...........................................................................................................................................13
Promotion..................................................................................................................................14
Place...........................................................................................................................................14
Evaluation Plan..............................................................................................................................15
Budget............................................................................................................................................18
Conclusion.....................................................................................................................................19

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Reference.......................................................................................................................................21

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Introduction
In the current time, there are number of social issues relevant with some of them being
much more serious and having long term implications. It is also creating the need for a few
initiatives to counter these social issues and overcome them. One of these social organizations in
Australia is Inhala Youth Service. They are operating in Australia from the last 30 years and they
are known for their extensive social services. It is also being identified that they work mainly for
the disadvantaged youth irrespective of their social and cultural backgrounds (Poon-McBrayer &
Wong, 2013). The mission statement of Inhala Youth Service states about their focus on
empowering the youths in order to creates newer opportunities for them. On the other hand, their
vision statement talked about their intention of being the main catalyst in changing the life of the
vulnerable youth (Iys.org.au, 2018). Currently, they are working mainly on the basis of donations
from the business houses and volunteering services. Thus, permanent employees are few and
majority of the jobs are being done through volunteering services. In addition, it should also be
noted that Inhala Youth Service is having their presence in only in the Australian region and thus
their effectiveness may be limited within the national boundary.
In the recent time, one of the major social issues is the bullying problem in the schools of
Australia. According to the report, there are number of instances reported regarding bullying in
schools and it is causing mental pressure on the victims. There is an urgent need for initiating
strict actions against the perpetrators and enhancing the awareness among the majority
population (Maccio & Ferguson, 2016). It is proposed that social media will be the most ideal
medium for making the students aware regarding bullying due to the fact that social media is
having higher level of penetration among the younger generation.

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This report will state a 12 month social media marketing plan in order to implement the
proposed strategy in place. In doing so, this report will consider the micro and macro factors
along with identification of target market. Positioning and marketing mix strategies will also be
discussed and its related budget.
Identification of the past campaigns
Year/Country Outline of campaign Outcomes
United States Stop Bullying is initiated to cover the
larger section of society by making
them aware. October month is
recognized as national bullying
prevention month. Number of
activities is initiated in this month
(StopBullying.gov, 2018).
More people are the now
aware in the United States and
they are also having the
understanding about the laws
regarding school bullying.
United States (2012) The bully Project is initiated after the
movie of same name. This was
promoted as a social movement and
influenced a larger section of the
American society
(thebullyproject.com, 2018).
American society got highly
influenced by the movement
and school bullying became a
mainstream subject, which
was not given any importance
before.