Marketing Communications Review: Enactus Mohawk College Report

This report provides a comprehensive marketing analysis of the Enactus Mohawk Club, addressing key areas such as marketing and communication objectives, target market identification, and positioning strategies. The report outlines the importance of increasing the number of high-quality students from top universities to join the club and expanding the number of beneficial projects. It discusses the application of the AIDA model in communication objectives to capture students' attention and interest. The report also explores the use of integrated marketing communication (IMC) tools, including advertising, direct marketing, and social media marketing, to effectively reach the target audience. The target market is defined as second or third-year Mohawk College students with part-time or full-time employment, leadership skills, and volunteer experience. The report includes a detailed calculation of the target market size, considering factors such as enrollment, campus affiliation, and achievement levels. Finally, the report presents a positioning statement that highlights the Enactus Mohawk Club as a community for leaders and administrators who are passionate about creating social change. The report is based on the assignment brief provided by Professor Janice Long, and it includes references to relevant sources.

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Objection, Target Marketing and Positioning
Part 1: Objectives
Marketing objective
1. To increase the number of quality students from the best colleges and universities who
are willing to be a part of the Mohawk Enactus Club increase the number of beneficiary
projects of the company over the period of one year.
Communication Objectives
1. The first objective of communication would be to convey the ideologies of business to
the students and be able to ignite and capture their interests. The company needs to
inspire more and more students to be able to identify stimuli from their environment,
collect information about them and present a feasible change that will better the society.
2. Promote the best students from top tier universities to prefer Mohawk Enactus Club over
other competitors in the industry.
AIDA model
The attention and interest stage of the AIDA model is targeted in the communication objectives.
The company will be able to bring new minds into its workforce by inspiring students and
encouraging to be able to work on their ideas and thoughts. Inspiring and encouraging goes a
long way in case of students who are still new to the corporate world and unsure of their
surroundings and their own capabilities. By allowing them to dream of an idea and persuading
them that the Mohawk Enactus Club will be their companion in fulfilling it, the company will
establish itself as more successful than its competitors in the field.
IMC Tools
IMC refers to integrated marketing communication and involves various approaches for
conveying the company’s ideas, products, services to the buyer in the market. The aim of the
tools is to be able to maximise the impact of the company on the minds of the customers. The
tools which can be used in this situation are advertising, direct marketing and social media
marketing.
1. Advertising is the most basic approach in which informative and persuasive content is
flashed on various online and offline media. This still remains the most widely used
marketing tool which is able to impact a wide range of probable customers.
2. Direct marketing initiatives aim to elicit a direct involvement or participation in the club
from the students. This can be achieved through workshops and conferences within

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Objection, Target Marketing and Positioning
various departments of the college where interested students are walked through the
whole procedure.
3. Social media marketing is the next age IMC tool that works best among the students and
youth. They are more approachable on the internet and also always interested in new
opportunities. The information can be provided easily accessed by the students allowing
them to grow their interest. All the other competitors in the college manage their own
social media pages where they present information and pictures of their latest projects.
This appears to be most successful in catching the eyes of students and luring them.
Target Market
Target marketing or market targeting is the process of identifying a section of the market which
is most likely to use the product or service provided the company. They have the need or skills
for bringing the product or service to use. Rather than advertising and marketing before a vast
audience it is more sensible to focus on a smaller group that has more chances of accepting the
product. This increases the impact the product has and also save the number of resources and
time required than when eliciting the same result while focusing on a more varied or general
audience (Enactus, 2018).
Description
The target market of the Mohawk Enactus club are the students from the university who are in
their second or third-course year and have full time or at least part-time employment. This would
make them more, focused and hungry for a taste of achievement. The target market has
conventionally remained the same since the start of Enactus club in the university. They are then
screened for their leadership and management skills (Enactus, 2018). The students willing to
join the team need to be open and ware about the opportunities and happenings in the
environment around them. This would ensure that they are up to date and sentient to the issues in
the world and the leadership skills ensure that they are working for the greater good.
They also need to be a high achiever in their respective field to ensure that they are able to keep
up with their course work and entrepreneurial activities for global or local welfare. This
requirement ignores the candidature of underperforming students who may not be up to the mark
or may not be able to work under increased work pressure. They are likely to be more focused on
being able to meet the bare minimum requirements in their field and are unable to look beyond
them. The screening will also include an interview which will test the student’s desire and aim

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Objection, Target Marketing and Positioning
behind joining the team. This would help the club to eliminate the students who are only willing
to join the club to add on another line of achievement in their resume whereas not take part in the
activities in real life. Such students form the greatest number of candidates who are generally
interested in extracurricular activities. Preference would be given to students who have
experience of providing volunteer service and were able to achieve the desired outcome through
their service. This will ensure that they perform the service with enthusiasm, genuine interest and
not just for the sake of doing it. Volunteer services bring out the students who are driven by
passions and are willing to undertake difficult tasks for achieving their target.
Sizing the target market
Narrowing the focus of the hiring initiatives can bring better results fro the club. The most basic
requirement should be that the student should hold enrolment in the Mohawk College and belong
to the Fennel campus. The college has about 30,066 students from which only 9400 are enrolled
in third and second years (Mohawkcollege, 2018). The club can only include members from its
Fennel campus, so the number of students comes down to 6700. The club is willing to accept
only the high achievers and prefers among them those who have a part-time or a full-time job.
Such students are more resilient towards stress and can manage high work pressure.they are also
able to balance all their important aspects of life which is a key skill the Mohawk Enactus club
requires. The club mandates that the students will have to provide 10 hours of service over a year
in order to be able to maintain their candidature in the Mohawk Enactus club for the year.
Variable Calculation Sum
Number of students in mohawk
college
30,066 30,066
Students in the second and third
year
7000 (students in the second year) + 2400 (students
in the third year)
9,400
Students present enrolled in the
Fennel campus
6,700 6,700
High achievers 2100 (achievers from the second year) + 2400
(achievers from the third year)
4500

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Objection, Target Marketing and Positioning
Achievers with full time or part-
time job
17,00 (part-time workers) + 1300 (full time
workers)
4000
Positioning Statement
Enactus Mohawk club is a community for the leaders and administrators who are interested and
motivated to bring about a change in the society through their ideas, actions and participation.
The club invites high achievers from the Fennel campus of the Mohawk college in their second
and third year of university course who have been employed and have any experience of
volunteer service.

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Objection, Target Marketing and Positioning
References
Enactus, (2018), Our Community, Retrieved from http://enactus.ca/impact/our-community/
Enactus, (2018), Target Market, Retrieved from
https://plus.enactus.org/s/topic/0TO39000000RTjrGAG/target-market
Mohawkcollege, (2018), Survey Results, Retrieved from
https://www.mohawkcollege.ca/institutional-research/kpi-survey-results