Work-Integrated Project

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

1WORK-INTEGRATED PROJECT
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.

2WORK-INTEGRATED PROJECT
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

3WORK-INTEGRATED PROJECT
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.