Headway Devon: Digital Marketing Strategies for Brain Injury Support

This report details Headway Devon's digital marketing strategies, focusing on Facebook campaigns to support brain injury survivors and raise funds. It analyzes the organization's approach to increasing awareness, expanding services, and securing financial resources. The report outlines the rationale for choosing Facebook as the primary platform, discusses methods for measuring campaign success, and addresses budgetary constraints. It also provides background information on Headway Devon's services, the increasing prevalence of brain injuries, and the impact of the COVID-19 pandemic on the organization's operations and finances. Furthermore, the report highlights the organization's commitment to providing support to survivors, families, and caregivers, as well as its efforts to build trust and create a supportive community. The report also covers Headway Devon's fundraising efforts and the importance of donations to sustain their operations. This includes the use of solicitors and engaging with donors to foster long-term relationships to help them deliver quality services.

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Digital Marketing for Headway Devon
Student’s name
Institution Affiliation
Course Details
Instructor’s Name
Date

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Draft for The Marketing Campaign for Brain Injury Survivors
Headway Devon: To Help You, We Send Our Experts.
Campaign: Support Our Brain Injury Survivors (as a charitable organization, we seek to
increase the number of brain injury survivors we provide care to, appealing for more people to
come out and seek our services).
Platform to Use to Reach Out to More Survivors: Facebook
Reason for Choice: by long it is on Facebook that we have our most engaged site for
interactions. Ideally, on Facebook, we command many followers to have meaningful and
productive conversations with our clients. This information has been decisively found from the
analysis of our social media accounts interactions that we experience per day with our clients,
students, and supporters. From the study, Facebook was realized to be the most followed by
people that we support, brain injury survivors, their families, and careers: all these who are
directly affected by the brain injury issues. Therefore, through Facebook, we would be reaching
out to many clients (Wood, 2021). Through this, we will raise awareness by sending critical

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messages to our followers about who we are: a local charity group and what head injury entails.
Measure for success: after a given time as an organization, we will need to assess our
campaign's success for the target audience. We will then measure the campaign's success through
various ways, based on the increased awareness of what brain injury is among the population.
We target to elaborate and expound more to everyone on what the brain injury condition is all
about. We can assess this goal if we identify improvement in the number of people that
understand what this critical condition means to an individual's life.
As an organization seeking to have more productive and engaging interactions with our
society, broadened interactions with various people will be a good measure for the project's
success ahead of us. One of our aims is to create our community on our social media pages
involving healthy relationships with our followers. Therefore, as a measure of success, we will

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be looking at how effectively and efficiently and the number of people we will be serving after
running this campaign. Lastly, establishing good connections with our clients and reaching the
brain injury survivors and their careers will depict our movement's success. By running this
campaign, we aim to increase and establish good connections with our clients (Norman et al.,
2020).
How Did We Get Here? Notably, over time reported increased brain injury instances
have been on a tremendous increase (Acquired brain injury rate 2005-2017 Statistic | Statista,
2021). An issue should be dealt with by all the stakeholders involved fast enough and on due
time to offer the help needed. As a charitable organization dealing with this issue, we find it
appropriate to increase our efforts in this sector that we have been dealing with by offering one-
to-one community support services to brain injury survivors. The support services are provided
by visiting them in their homes and helping them daily live a fulfilling and joyous life.
Our next service is the group-based service, where we bring survivors together as they
continue to rehabilitate in a serene environment where practical and social skills are taught
(Harvey, 2017). We also provide services to the careers and families of those impacted by head
injury. We seek to extend our services to more people to help them rebuild their lives. With the
reported number of head injury survivors, we take it as our obligation to increase our efforts to
reach out to more people, to offer our life rebuilding services to them and those they surround.
Budget: as a developing organization, we occasionally do not have much of a marketing
budget over the years. A factor that can be attributed to the fewer funds we have at our disposal
at the organization. However, this time we have made an exception and have managed to identify
a funder who will provide 5000 pounds to be shared between marketing and fundraising
activities in our organization, particularly for this project. We take this campaign seriously where

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we have devoted to ascertaining that it is a success, this we have done by increasing our staff's
time and efforts towards this project. As part of our marketing to reach our target marketers, we
do solicitors, where personal solicitors work with us to increase more target markets. We believe
that from the planning of our experienced marketer, who will oversee the project, it will succeed.
Headway Devon is a charitable organization that attends to survivors of head injuries
from across the world; this we have done for over the last twenty years. At Headways Devon, we
deal with brain injury issues caused by trauma and the acquired brain injuries; this highlights that
we do not deal with brain injuries from birth. Brain injury is under three themes: physical
difficulties, disabilities, cognitive issues, and psychological problems. Headway Devon boasts of
serving a pleasantly huge number of recovering survivors with a vision of rebuilding the
survivor's lives and a mission to support (psychological, moral, skills, and social) and give these
survivors essential information to help them deal with the condition.
Headway Devon acts first by sending its experts and reports to the survivors seeking our
help to reach and provide care to all brain injury survivors who call on us for our services. A role
that is performed efficiently by sending our experts to the physical location of the patients. The
experts help the survivors with various functions that help them in contention to realign their
lives; however, during the covid-19 times, this has been substituted with providing gadgets to
access our clients' information online.
Our other care services go to the families and careers of those people impacted by brain
injury. Brain injury affects survivors and those they interact with for daily duty performances
(Townshend & Norman 2018). We found it essential to support them since they do not know
how to deal with such scenarios once they come into their lives. We also provide group-based
care to our brain injury survivors. Group-based care involves bringing the survivors together in

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one environment during their rehabilitation process. They are taught new skills to help them cope
and rebuild their lives in the best way possible.
Brain injuries in recent times have gone up globally; this is attributed to some of the
following instances: economic hardships, high unemployment levels, global pandemics like the
COVID-19. COVID-19 has altered the way we live, changing our social patterns where people
interact and share their problems (Partington, 2021). Head injuries affect the sick individual and
those close to them like their families and workmates, making all of us affected by the head
injuries. Hence our noble idea to support and assist the survivors, community, and groups
affected by the head injuries is a progressive one. Recovering survivors are affected by head
injuries differently; this is affected by head injury's different subgroupings.
We intend to run life stories of our survivors, their families, and or staff members with
their permission; this will support our community support services, group-based, and services to
the affected families and colleagues. It will also encourage more survivors to come out to seek
treatment by trusting us.
Headway Devon seeks to establish trust levels with patients to enhance their support
services and facilitate their life rebuilding processes by creating this space for head injury
survivors to get the support they need.
Draft for Digital Marketing for Fundraisers
Headway Devon: To Help You, We Send Our Experts
Campaign: Appealing for More Donors, Sponsors to Fund and Support Our Noble Goal
of Providing Quality and Efficient Services to Our Entrusted Clients (# Support Us to Deliver
and Rebuild Lives).

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Platform to Use: Facebook
Reason for Choosing Facebook: while carrying out our research to choose the ideal
platform for reaching out to our funders, we analyzed all our available means of interaction.
Compared to all other sites available to us for use, Facebook is the ideal site for help. The
advantages of using Facebook at the expense of other social media pages outweigh all other sites'
benefits. With some few changes to the way we operate our Facebook page, we reckon that it
will please all the affected people, both men and women. Appealing social media pages,
language, and colors will send a perfect message to our target markets (Color symbolism, 2021).
We target to get more funds from our followers and donors, who occasionally we interact with
on daily instances on our Facebook as our followers. Hence the Choice to me seems ideal and
realistic.
Measurement of Results Achieved: our main objective for running this campaign is to
raise funds for the organization. Therefore, if we manage to raise unrestricted income from
donations and our online supporters successfully, this will show that the campaign realized
success. To ease and facilitate our fundraising activity, we seek to develop a suitable channel that
we can use for an extended period to gather the needed resources. Therefore, setting a track to be
used to solicit funds would dignify campaign objectives' success. Identifying, attracting, and
creating good relationships with our donors to create ideal and healthy long-term relations with
them will signify the victory of Headway Devon's target.
How Did We Get Here? Recent times have hard-hit our organization's financial section,
leading to fewer finances and budget deficits. Factors that can be used to explain the debt related
to the COVID-19 pandemic. Potentially this has led to the reduction in the government funding's
that we get over a period, which affects us negatively since government donations are our

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prominent donors. The pandemic has also led to increased operations cost and the low number of
services offered to our clients, hence less service levies our clients give. Due to the budget
constraint and deficit that we are currently facing, we have addressed this by intending to raise
funds from donations and fundraisers.
Budget: though not sufficiently enough at Headway Devon, we have set aside some
specific amount of money to realize this campaign's success. With a provided estimate of 5000
pounds to be shared between the organization's marketing process and the fundraising section.
By first, we intend to use this fund to update and improve our social media pages, increase and
reach our target market, acquire more staff for various roles, and potentially develop ways of
raising funds in the future. The funds will be used to help us solicit and gather more to facilitate
our operations. All of which are able marketing leaders will lead.
For every organization aspiring to be successful in what they do, financial input is an
integral part of their drive. The financial input supports and funds various activities in our

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institution Headway Devon, and this is in line with our goal of increasing our customer value.
Due to changes globally in recent times, like the COVID-19 scenario, several changes
have come our way as an organization, and we have had to deal with them drastically. These
changes have resulted in increased budgets. The budget increases are due to the need for more
equipment like PPE’s while attending to our customers, technological updating, issuing gadgets
to the survivors to access data online, and for zoom meetings and online sessions with our
recovering survivors.
As a charitable organisation, we rely on government funding, donations from well-
wishers, fundraisers, and levies from our services as sources of resources to facilitate our
activities at the organisation. Due to the changes experienced currently, this has been hard to

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come by in the last year. A time we have had it rough with our budgeting issues, where we have
had budget deficits. The deficits have inconvenienced our service delivery, like we have had to
scale down our services, close some offices, and lay off some employees. These have reduced
the number of survivors we serve and the quality of service we offer.
By running this campaign drive, we appeal to our Headway Devon family, our
government, global well-wishers, corporate fundraisers, families of brain injury survivors, and
the entirety of the world inhabitants to come through for us. In the recent past, those mentioned
earlier have been our notable donors and have subsequently led to Headway Devon's operations'
facilitation. We seek to establish and create a channel to solicit the funds even for the foreseeable
future. They can do this by raising funds, making donations, expert services, and equipment
donations to facilitate our activities at Headway Devon (Harvey, 2018).

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References
Acquired brain injury rate 2005-2017 Statistic | Statista. Statista. (2021). Retrieved 17 February 2021,
from https://www.statista.com/statistics/448443/rate-of-acquired-brain-injuries-by-gender-in-the-
united-kingdom/#:~:text=The%20rate%20of%20acquired%20brain,rate%20for%20women
%20was%20468
Color symbolism. En.wikipedia.org. (2021). Retrieved 17 February 2021, from
https://en.wikipedia.org/wiki/Color_symbolism#:~:text=holidays%20or
%20weddings.-,Blue,calming%20color%2C%20and%20symbolize%20reliability
Harvey, J. (2017). A sociological approach to acquired brain injury and identity. Routledge.
Harvey, J. (2018). Theorizing everyday life after acquired brain injury. Disability &
Society, 33(1), 78-93.
Norman, A., Holloway, M., Odumuyiwa, T., Kennedy, M., Forrest, H., Suffield, F., & Dicks, H.
(2020). Accepting what we do not know: A need to improve professional understanding
of brain injury in the UK. Health & Social Care in the Community, 28(6), 2037-2049.
Partington, R., 2021. UK unemployment reaches a four-year high in Covid-19 lockdown. [online] the
Guardian. Available at: <https://www.theguardian.com/business/2021/jan/26/uk-unemployment-
high-covid-19-lockdown-jobless> [Accessed 16 January 2021].

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Townshend, J., & Norman, A. (2018). The secondary impact of traumatic brain injury: an
interpretative phenomenological analysis of family and friends' experiences. The Family
Journal, 26(1), 77-85.
Wood, E. (2021). Sign in to your account. Vale.Exeter.ac.UK. Retrieved 17 February 2021, from
https://vle.exeter.ac.uk/course/view.php?id=10101.