Work-Integrated Project

The report is based on Geyser Community Foundation, a non-profit charitable organization that has the primary function to support a charity in Rotorua and Taupo district communities. The challenges related to community foundation are lower awareness of the potential market because of limited advertisement activities, limited workforce as well as volunteers for the campaign, limited involvement of younger generation towards the community. The recommendations which are provided are creating brand as well as awareness, linking with the local business within Rotorua as well as establishment with the corporate social responsibility. Mouth publicity is a marketing tool for the business organization. There are two marketing communications for the community foundation such as advertising and public relations. The media vehicles which are proposed for the campaign are advertisement as city ride bus and radio (plug/advertisement). There are also event sponsorships and CSR partnership of the company. This report also mentioned roles and responsibilities involved into the campaign. There is also YouTube and Facebook combination mentioned into the report.

Running head: WORK-INTEGRATED PROJECT
Work-integrated Project
Assessment 3
Name of the Student:
Name of the University:

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Executive Summary
The report is based on Geyser Community Foundation is a non-profit charitable organization that
has the primary function to support a charity in Rotorua and Taupo district communities. The
challenges related to community foundation are lower awareness of the potential market because
of limited advertisement activities, limited workforce as well as volunteers for the campaign,
limited involvement of younger generation towards the community. The recommendations which
are provided are creating brand as well as awareness, linking with the local business within
Rotorua as well as establishment with the corporate social responsibility. Mouth publicity is a
marketing tool for the business organization. There are two marketing communications for the
community foundation such as advertising and public relations. The media vehicles which are
proposed for the campaign are advertisement as city ride bus and radio (plug/advertisement).
There are also event sponsorships and CSR partnership of the company. This report also
mentioned roles and responsibilities involved into the campaign. There is also YouTube and
Facebook combination mentioned into the report.

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Table of Contents
1. Summary of challenges and solutions identified.........................................................................3
2. Marketing communication mix....................................................................................................3
2.1 Selection of marketing communication used in the campaign..............................................3
2.2 Three media vehicles used in the campaign..........................................................................4
2.3 Usage of media vehicles to reach the target audiences for achieving campaign objective...4
3. Creative strategy..........................................................................................................................5
4. Campaign media budget..............................................................................................................7
5. Communication schedule.............................................................................................................9
5.1 Frequency (number of exposures to marketing message).....................................................9
5.2 Schedule of the promotional activities................................................................................10
5.3 Roles and responsibilities of people involved in the campaign...........................................11
6. Conclusion.................................................................................................................................12
References......................................................................................................................................13

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1. Summary of challenges and solutions identified
Into the Geyser community foundation, there are few challenges which are faced such
that the community has low awareness of potential market as they have limited advertisement
activities as well as organizational credit they are accomplished from the community. The other
challenge is that the community foundation has 1% limited budget which is not enough to cover
organizational related work as well as expenses of the advertisement. The Geyser Community
Foundation has limited resources as well as volunteers for their campaign in addition to
information drive. They have limited involvement of younger generation towards their advocacy
activities of the community. Geyser Community can adopt “Resource dependence based theory”
so that it helps to reduce dependency on other communities. It would help the community to set
up control over issues such as joint donation as well as long-term contracts. It provides a way to
deal with the negotiations over the resources. By implementation of those solutions, the
community can offer an effective way to support people and families for helping them in
sustainability. The foundation is required to collect funds for recruiting more staff and providing
training to them.The community foundation has partnership with the local schools as well as
create activities those can ripple for the community.
2. Marketing communication mix
2.1 Selection of marketing communication used in the campaign
Based on raising awareness about the Geyser Community Foundation, the advertising
communication tool is used for the campaign.Advertising is provided using TV, radio,
newspapers, magazines as well as social media sites.It is a designed strategy that is being carried
out across various mediums to increase brand awareness, sales, as well as communication in a
particular community market (Kraus et al., 2016). When the promotion of the charity is done
through using advertising, then it ensures that most of the funds are raised directly towards the
charity. The Geyser Community Foundation can raise funds throughout the internet as well as
social networking sites.

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2.2 Three media vehicles used in the campaign
Facebook: Mainly the advertising is conducted through social media to create
advertisements where they can find the target audiences such as the persons from Rotorua and
Taupo district communities. Blogging is the best way to promote the charity program of the
Geyser Community Foundation so that they can raise fundsfor their communities to improve
their living CONDITIONS. There should be a sharing of blog posts, advertising links, as well as
news articles via social media sites such as Facebook and Twitter (Fine, 2017). There should be
organizing of online events employing online tools and free fundraising drives.
Print media:print media is a communication in the form of the newspaper as well as
magazines (Hong, Hu, & Burtch, 2015). It is focused on several messages which would convince
people to participate in the fundraising events as well as donations.
Event sponsorship: The businesses are an effective way to promote the charity of the
community foundation. Network, as well as sponsors, can help to promote the charity work
throughout collecting of funds from various events such as child protection, consumer protection,
cancer, animal protection, gun control, AIDS and other events. The community raises funds for
Rotorua people through education, housing, education, and others (Chalmers & Shotton, 2016).
The event sponsorship is provided for education as well as leadership so that it can provide
education plus leadership opportunities for talented individuals and companies within Rotorua
and Taupo district communities.
2.3 Usage of media vehicles to reach the target audiences for achieving campaign
objective
The campaign is conducted to raise awareness about the Geyser Community Foundation
so that they can support the charity programon two district communities- Rotorua and Taupo.
The target audiences for this charitable work are families, generous people as well as individuals
who can support the communities as well as help to provide support in sustainability (Ho,
Clarke, & Dougherty, 2015). The Foundation's existing Environment Funds are set up for
collecting money for Rotorua people.
Facebook is a media vehicle that is suitable to achieve a campaign objective for raising
awareness about the Geyser Community Foundation. It is the best media vehicle as most of the

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users in the entire world are connected to causeas well as non-profit right on Facebook. This
social networking site is used to raise money for the charity through an online communication
channel. The non-profit organization can update the donors with the photos as well as videos
and also accept the donations right in Facebook (Cornwell & Lee, 2016). When the donor can
provide their credit card information, then the community can make a gift on their fundraiser
page so that it helps to spread words in Facebook friends in just a tap. The Geyser Community
Foundation can share posts on the Facebook page feature a Donor Button link with the
campaign.The organization can use the button in the page header or into the advertisements. It is
used to collect contributions throughout posts, and Facebook lives sessions by using the button.
Individual users can fundraise on behalf of non-profits (Hallahan, 2015). They can also
customize its landing page so that the users can update with all the new messages provided on
the Facebook page. This media vehicle is more helpful as it helps the users to like and share the
post. The charity post will become popular when it gets a considerable number of shares and
likes. This medium can enable users to interact with different Facebook groups and pages related
to the fundraiser.
3. Creative strategy
In this paper, selected media vehicle is Facebook, which is providing visual
playstoryteller as a significant critical factor at the time of promoting and raising awareness of
the Geyser Community Foundation. The Facebook visual play storyteller is a creative strategy
where the Geyser Community Foundation can post videos on their brand page.Through the
video, they should deliver a message communication of love. The story may be told with
photography, illustration as well as video which can enhance by means of graphics, music and
audio. The potential and target audiences of the community foundation arefamilies and people
that are involved in the community (Zerfass, Verčič, & Wiesenberg, 2016).By placing the
Facebook page to the target audiences, it will establish awareness on the community foundation.
It might trigger interest as the promotion can help to collect funds for the campaign. The creative
concept of this marketing campaign is targeting those families who are supporting the
environmental funds and raising awareness among people for giving money for Roturua people
so that it can improve over their living (Ni, Wang, & Sha, 2018). The emotional appeal, as well
as the social appeal, will be used as an advertising medium to provide a creative concept. It is an

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effective marketing communication tool which is aimed to provide an influence on the way the
customers can view and meet the social needs (Zwikael & Smyrk, 2019). It is provided
beneficial for them.
The media vehicle is Facebook News Feed, which is a crowded place where the non-
profit organization can post photos, announcements in addition to updates on the Facebook page.
Throughout organic reach, the average Facebook page is reached to 3% of its target audiences.
The best way to provide creative concept into the Facebook page is by creating greater posts
based on the audiences that can enjoy as well as find valuable ways to provide funds for the
campaign. The fundraising campaign is aimed to improve the quality of the community's houses
and standard of living (Matilla, Capriotti, & Oliveira, 2015). There is an investment over the
money in order to promote the posts. The non-profit organization plus social causes have an
effective advantage on Facebook over the businesses over the emotional nature of the work.
Facebook can boost the posts, and get more likes as well as increase into views of the particular
video. The online video can create a creative concept in the market. The main benefit of using
this social media site is that Facebook ads can work on the desktop as well as mobile devices. It
can design words throughout unique wordings and headlines and also images. The social media
advertising is a creative strategy as the supporters can click on the ads as well as take desired
actions (Fortenberry Jr & McGoldrick, 2016). The cost of the Facebook advertisement is $5, but
its value is based on organizational goals as well as advertisement types that the community
wants to post.
The first thing which is required as a creative strategy is anupdated Geyser
foundationFacebook page for the non-profit organization to raise awareness of the marketing
campaign. Once it is being set as well as optimized, then it can start to create a Facebook
advertisement campaign. The objectives of the non-profit Facebook ads are getting more likes on
the Facebook page, increase into the engagement such as likes, comments plus shares of the
customers on the particular page post of the Geyser Community Foundation. There will be an
increase in signups for the email newsletter and get more people for the campaign events.
Facebook is easier to measure a higher return on investment. The advertisements on Facebook
are required to change on a daily basis for better engagement (Keegan & Rowley, 2017). Te
users log on the page multiple times in a day. There should be a change in the advertisements for

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every three days so that the users can get an update about the ideas. This section provides a list of
creative strategies for preparing a Facebook page for the fundraiser:
Make the campaign stand out:To make the fundraising campaign a stand out, one should
use personal images and videos to attract targeted customers. There is avoiding of usage of stock
graphics as well as text so that the Facebook page can look as professional and use of best photos
so that the funder can search for the page (McHugh & Domegan, 2017). There should be proper
headings in the Facebook page “Geyser Community Foundation is fighting for Rotorua and
Taupo district communities, But You Can Save Them" so that it can make unique as well as
authentic. The fundraisers are categorized as education, crisis relief, and personal emergency and
medical.
Share information:Facebook has a massive user base, and it is used to reach a wide
range of customers. There is a wide network which is vital for a successful campaign.The social
media sites can a creative strategy as most of the people are using Facebook to reach their
customer base (Buhalis & Mamalakis, 2015). There is a sharing of a fundraiser via the own
Facebook Timeline as well as a tap with the network of friends by means of inviting them to
view the page.
Keep donors and followers in the loop: Sometimes, it is seen that the fundraisers are
never communicating and updating the pages with the status of causes. Therefore, in order to
engage the donors and followers, they are kept in the loop in timely progress reports as well as
status updates (Mishra & Modi, 2016). The campaign is ended with updating the donors as well
as followers of the results.
Thank you note:It is required to address the individuals with thank you note so that it
shows some appreciation. There is mentioning of real name plus heartfelt messages for the
supporter (Tobey et al., 2016). Each donor can trust the organization to serve the organizational
goals. It is required to provide valuable support to followers.
4. Campaign media budget
The affordable method is the approach for conducting the campaign budget as the Geyser
Community Foundation has a limited amount of resources for its campaign to raise awareness for

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the community. The below table shows the cost and benefits analysis of the media
communication vehicles which are used for the campaign to encourage charity within Rotorua
and Taupo district communities.
Media Vehicles Description Total Budget
Event Sponsorship Collection of funds through various
programs
$1,29,000
Facebook Facebook Advertising $20
Video Advertising 6’’ video ad
15’’ video ad
$55
$95
Display advertising 728*90
300*250, 300*50
300*600
970*250
$12
$18
$50
Display audience
advertising
300 * 250
300 * 600
970 * 250
$30
$45
$90
Native Driver
Native app download
$35
$35
Radio advertising Per 30-second Advertising Spot
based
At $35 per 30-second
advertising spot
Per 45-second Advertising Spot
based
At $40 per 45-second
advertising spot
Per 60-second Advertising Spot
based
At $55 per 60-second
advertising spot
Advertorials 1- 5 minutes $115 per advertorial
Talkbacks and interview $230 per session
Higher impact
premium display
package
Network takeover $12,900

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Video reach $12,900
Native promoted offers $8000
Benefits cost:
Benefit Benefit in 12 months
There is an increase in 50% revenue of the community
foundation.
$35,000
There is 10% improvement in the Rotorua and Taupo
district communities
$12,000
An improvement over the quality of the houses and
retention as a result of 100% in-house designing
$45,000
Total $92,000
From the cost and benefit analysis table, it is seen that there are various communicational
tools used for raising awareness of the community foundation so that they can collect funds for
their promotion among the target audiences (Mulderrig, 2017). By means of the communication
options, the organization benefits in increasing their revenue, improving district communities,
and improving the quality of houses and retention, and its particular benefits are also provided
for 12 months.
5. Communication schedule
5.1 Frequency (number of exposures to marketing message)
The marketing experts calculate an effective frequency which is required to convey the
marketing messages to the target audiences. The repeating of the marketing messages will be
three times (Key & Czaplewski, 2017). The frequency to convey the messages in the Facebook
fundraiser page is on a weekly basis. A higher level of attention is being achieved by the media
vehicle, and lesser frequency is needed. Low attention to getting the media will need more

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repetition (Ascarza et al., 2017). There is repeated exposure which allows and requires lesser
frequency such as monthly magazines. The advertisement is used for expansion in the target
market, providing education to the customers, increasing market sales, providing better quality
services, and making a competitive advantage. When new updates are provided on the Facebook
page, then it requires higher frequency levels.
5.2 Schedule of the promotional activities
Activities May June July Aug Sept Oct Actions
Visible of the
business to the
target audiences
Searching for the people
those are benefited from
the campaign
Create awareness Campaign program
started
Public relations,
advertising, and
social media
Promotion through
advertising and
implementing social
media sites
Implementation
of social media
strategy
Facebook social media
site
Writing of blogs
and articles
Writing blogs on the
Facebook page
Sales promotion
strategies
Sales promotion through
advertising
Development of
a communication
plan
Communication with the
project stakeholders and
audiences
Prepare the
advertising
Sales promotion through
advertising
Serve the
customers
Promotion of the
campaign

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5.3 Roles and responsibilities of people involved in the campaign
Role of people
involved in the
campaign
Responsibilities
Campaign
Manager
 The manager is responsible for overseeing aspects of the campaign
included daily operations, hiring as well as management of the staffs
 Coordination plus the implementation of the fundraising operations in the
community foundation
 Ongoing coordination with the candidates
 Create and manage the budget of the campaign
Fundraiser  Responsible for raising money which will allow campaign for the
accomplishment of organizational goals
 Meet with the financial goals of the campaign
 Keeping candidate on track with the fundraising
 Overseeing the fundraising events
Communication
Manager
 Interaction with media
 Building relationships with the press and communicate with the media
 Development of campaign literature
 Perform communication with the audiences and other members
Volunteer
Coordinator
 Identifying and managing the volunteers for helping into the campaign
activities
 Coordinating with the people
 Providing motivation
Organizer  Organize involvement with the community campaign
 Building relations with the existing organizations to represent the
community among the audiences
 Commitment to expand good communicational skills and knowledge
Scheduler  Seek the events and schedule of the promotional activities

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 Collect information from the team members
 Schedule entire plan
Legal Advisor  Access to the legal advisor with aspects of the campaign finance
6. Conclusion
It is concluded that the media vehicle will help the Community Foundation to raise funds
for the Rotorua and Taupo district communities which make a quality improvement over the
lifestyle of people and quality of houses to manage the community organizations. The selected
media vehicle is Facebook, which helps to engage a larger number of users so that the company
can collect funds for their community foundation. It can provide benefit to the communities in
improving the quality of lifestyle.The assignment of the funds is considered a good strategy for
the raising of funding activities. Charity is organized so that the community foundation can
collect funds from various places. The Facebook page can increase in the engagement such as
likes, comments plus shares of the customers on the particular page post of the Geyser
Community Foundation.It is analyzed that the houses of the community are maintained properly
to make improvements in living standards and cost-effective fittings make safer rental housing. It
provides effective support to people in addition to families help to ensure sustainability. Better
funding is mainly required to make improvements in the community's people.

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