Case Study Analysis: Social Marketing for Child Support in Australia

This case study examines the social marketing efforts of "Save the Children Australia" in providing support and care to children. The report delves into the background of the campaign, its aims, objectives, and target market, emphasizing the organization's role in addressing child abuse and neglect. It analyzes the marketing strategies employed, including the 4Ps (Product, Place, Price, and Promotion), and presents a SWOT analysis of the organization's strengths, weaknesses, opportunities, and threats. The case study focuses on the use of telephone communication as a key service delivery method and highlights the importance of effective communication and stakeholder engagement. The report concludes by emphasizing the significance of the campaign's marketing strategies and the overall impact of the organization in supporting children in Australia. The study provides insights into the effectiveness of the campaign in promoting awareness and support for children in need.

A CASE STUDY ON SOCIAL MARKETING

Executive Summary
The report below evidently delivers necessary information about marketing of different services
as well as product to ensure supportive care of children in Australia. The support through the
report is based on providing utmost care services by using telephone communication within the
society. Moreover, it executes a SWOT analysis on the organisational success while promoting
the campaign and explains the marketing strategies as well.

Table of Contents
Introduction......................................................................................................................................4
Background of the campaign...........................................................................................................4
Aims and objective of the campaign...............................................................................................4
Objectives of the concerned campaign............................................................................................4
Target market along with stakeholder’s analysis.............................................................................5
Prime messages................................................................................................................................5
Strategies of campaigning................................................................................................................5
SWOT analysis of “Save the Children Australia”...........................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Introduction
Campaigning is done mainly for promoting any product or a specific innovation in the society as
well as in the market which has become a significant aspect for further betterment of the
organisations. The support belonging to the organisational campaign is basically based on
sincere handling of media and additionally, the support which is provided by them for making
services and products available and feasible to society for existing consumers of any
organisation. The concerned report deals with revealing the background of campaign to
understand society as well as the children presiding within it in a better way. The report here is
carried out thinking of the betterment of children belonging to Australian society.
Background of the campaign
“Save the Children Australia” has been one of the most popular organisations of children's Care
in Australian society. It has been observed to support several small as well as large achievements
within the society that has merely prevented abuse and mis-happenings to children in Australia at
a higher level. It is quite justifiable that this particular organisation aims at supporting life and
betterment of existing children in the Australian continent with a greater priority and with utmost
care. This specific organisation has literally supported almost all the members belonging to the
society under the region of providing care to children belonging to Australian society. the typical
rise in incidences of child abuse and violence have hardly any effect on the enactment of
Australian government and therefore, the non profit making organisations such as the “Save the
Children Australia” have evidently come up with several Strategies as well as techniques for
providing better care to the children in Australian society. With reference to the background of
this organisation it could be stated that innovative services along with products for authentic
certification of distinct needs of customers in the context of providing better future to the
children residing in Australia.
Aims and objective of the campaign
The indispensable aim of this particular organisation has been behind providing utmost support
and care along with sufficient information to the respective parents of those children who
encountered abuse in Australian society.
Objectives of the concerned campaign
● To determine and understand the root cause of abusive incidences within the society
● To attain a clear understanding about the ways of mitigating such abuses from society

● To evaluate the significances of government behind eradication of abuses
● To convey ideas and proper values to parents of the children residing in Australia
Target market along with stakeholder’s analysis
Stakeholders of these non profit making organisations are basically the customers to which they
connect residing within the society of Australia (Goodman et al. 2014, p.84). It is proven that
carrying out of a detailed analysis based on the stakeholders conduct and attitude could
perpetually affect the success and mode of operation of the organisations (Maignan et al. 2005,
p.976).
The targeted markets of the concerned organisation have been the children mainly below their
age of 17 who have very little chance of protesting themselves from literal abuse within the
society. Support of organisation as well as management consist of a healthier and greater
response from the employed workers of organisation in the Australian society (Hurren et al.
2017, p.30). However, the organisations focus on delivering services to the female individuals
with children in their lap and between the ages of 10 to 17 years.
Prime messages
The prime messages of “child wise” service have provided to people in Australian society an
optimum amount of rational services which were clarified through adequate phone calls through
expert as well as trained counsellors (Kemp et al.2014, p.560). Prime message that has been
provided through sufficient products and services has been the management of time and
extensive use of resources according to needs of the society. As additional requirement, it also
consists of much required ideas and views over the method of neglecting children and their
abuses within the Australian society. The positive need and support received through these key
messages always focused on providing adequate support as well as care to Children through
trained professional experts and counsellors (Lowe et al. 2007, p.723). It has been always better
to be supportive than preventive which instigated the organisations to convey these key messages
all over the country.
Strategies of campaigning
Determining of campaign strategies has been one of the key estates to develop campaign
products as well as services that are to be delivered to Australian society. Determination of these
products along with services is not only the end of application of strategies (Lonne and Gillespie,
2014, p.837). Abstract and proper use of these strategies in order to ensure better marketing of

services as well as products has been observed to be crucial for developing a clear understanding
among the stakeholders and customers of organisations (Narro 2005, p.465). Marketing strategy
developed as to promote campaigning strategy is officially determined with evaluating of 4 P's
concerning price, product, place as well as promotion.
Product
As inferred by Lonne and Parton (2014, p.830), product is referred to as the commodities or
services offered by any organisation to fulfil needs and desires of customers. It is produced based
on the preferences and tastes of the customers. Respective product or service delivered through
this campaign of awareness is the help or support to the parental section of Australian society
through wide availability of telephone networking or calling. It could efficiently deal and respect
the emotions of parents regarding their children who have been a victim of abuse or neglect.
Place
As discussed by Mrazek and Kempe (2014, p.78), place is the determinant of the 4P marketing
mix strategy which accounts for discussing about the area at which the product or service is to be
sold at the reasonable price. It eventually evaluates the significance of services rendered by
stakeholders and customers of the organisation. Moreover, place analyses the viability as well as
the feasibility of products and services offered to the people in Australian society via telephone
networking.
Pricing
Pricing is one of the essential components of 4P marketing mix used for promoting or marketing
any product or services. As asserted by (Ford et al.2014, p.99), price serves as one of the
essential determinants of the supply and demand of any particular product or service in any
market. It eventually marks the fall or rise in the demand and supply of those services and
products. It also determines the extent of the quality of services or products delivered to
customers (Wilson, 2017, p.260). The support service provided by the organisation through
availing telephone connection to parents of each of the children under the age of 17 charged for
minimum rate of $2 for each 5 minutes.
Promotion
As supported by Goodwin and Voola (2013, p.223), promotion is considered to be the last part of
4p Marketing mix. It supports the expansion of these awareness programmes prepared for the
common people residing in society about the products or services which are offered by these

organisations. Promotion serves as the clinical age of every advertising activity. Save children
Australia used tools such as live media television, LED banners, whatsapp promotions, face book
pages, YouTube and templates for sustaining as well as promoting awareness about the services
rendered to the customers in Australian society
Figure 1: Marketing Mix (4 P’s)
(Source: Liu et al. (2017, p.100)
SWOT analysis of “Save the Children Australia”
Strength
 Proper skills and abilities of
communication within the consultants
 Managing problems and issues in a better
way
Weakness
 Hardly convenient to understand
issues and problems
 Disability in reaching the
appropriate point of any matter
Opportunities
 Greater scope to avail telephone
connection
 Appropriate awareness among society’s
parental class
Threat
 Prolonging competition within the
society
 Change brought in current policies
of government
Table 1: SWOT analysis
Marketingmix

(Source: www.childfund.org.au, 2017)
Analysis: Organisational strength lies underneath possessing of proper communication abilities
of workers employed in organisation. Better the communication skills within the employer,
greater helpful would be in context of proper management of several issues as well as problems
encountered by both stakeholders as well as customers of the respective organisations in the
Australian continent. However, weakness of these organisations has been not only to understand
proper emotion through telephone networks but also not to reach proper point of any incident
when the incident has already occurred in near past. As inferred by Leech et al. (2017, p.9), the
potential developments of relevant communication channel within the Australian society which
have delivered greater opportunities for reaching out to people from every single corner.
Additionally, appropriate awareness among respective parents of Australian society had
adequately helped organisation for performing in a better way for meeting each and every aspect
of the inferred situation. On the contrary, the emerging competition in the Australian society
about providing support to children of Australia has been observed to pose a severe threat to
protect children life of Australia through several organisations (Shaw et al. 2015, p.95).
Conclusion
Through the above concerned report it could be concluded that the eternal support of this
organisation received from media is proved to be useful when it was needed. Eventually, better
marketing of products as well as services and involvement of stakeholders helped in increasing
the opportunities of greater availability of qualitative product and services when required.
Through the above study it could be even deduced that non profit making organisations having
power with minimum witness along with higher amount of scope makes that organisation a
trustworthy one.

References
Ford, T., Mitrofan, O. and Wolpert, M., (2014). Life course: children and young people’s mental
health. Treatment, recovery and rehabilitation, p.99.
Goodman, A., Page, A.S. and Cooper, A.R., (2014). Daylight saving time as a potential public
health intervention: an observational study of evening daylight and objectively-measured
physical activity among 23,000 children from 9 countries. International Journal of Behavioral
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Goodwin, S. and Voola, A.P., (2013). Framing microfinance in Australia-gender neutral or
gender blind?. Australian Journal of Social Issues, 48(2), p.223.
Hurren, E., Stewart, A. and Dennison, S., (2017). Transitions and turning points revisited: a
replication to explore child maltreatment and youth offending links within and across Australian
cohorts. Child Abuse & Neglect, 65, pp.24-36.
Kemp, K., Signal, T., Botros, H., Taylor, N. and Prentice, K., (2014). Equine facilitated therapy
with children and adolescents who have been sexually abused: A program evaluation
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Leech, R.M., Worsley, A., Timperio, A. and McNaughton, S.A., (2017). Background By 3 years
of age, many children have developed a dislike for certain foods, particularly vegetables.
Seventy-five percent of young children consume less than the recommended levels for
vegetables. The objective of this randomized feasibility intervention was to demonstrate the
impact of an innovative approach to increase consumption of vegetable dishes by minority
preschool children attending... International Journal of Behavioral Nutrition and Physical
Activity, 14(1), pp.1-10.
Lonne, B. and Parton, N., (2014). Portrayals of child abuse scandals in the media in Australia
and England: Impacts on practice, policy and systems. Child abuse & neglect, 38(5), pp.822-836.
Lonne, B. and Gillespie, K., (2014). How do Australian print media representations of child
abuse and neglect inform the public and system reform?: stories place undue emphasis on social
control measures and too little emphasis on social care responses. Child abuse & neglect, 38(5),
p.837.
Mrazek, P.B. and Kempe, C.H. eds., (2014). Sexually Abused Children & Their Families.
Amsterdam: Elsevier.

Shaw, L., Poulos, R.G., Hatfield, J. and Rissel, C., (2015). Transport cyclists and road rules:
what influences the decisions they make?. Injury prevention, 21(2), pp.91-97.
Wilson, S., (2017). The Politics of ‘Minimum Wage’Welfare States: The Changing Significance
of the Minimum Wage in the Liberal Welfare Regime. Social Policy & Administration, 51(2),
pp.244-264.
www.childfund.org.au, (2017) SAVE THE CHILDREN AUSTRALIA Available at:
http://www.childfund.org.au/sponsor/most-in-need?gclid=Cj0KEQiA2uDEBRDxurOO77Cp-
7kBEiQAOUgKV1UhY6UH9w5V30n5mu_7j8Kf9bjARAOp-0kIgPYPQYMaAvrv8P8HAQ,
[Accessed on: 7th Feb 2017]