AMB206 Report: Social Media Campaign for Inala Youth Service Bullying

This report presents a 12-month social media marketing plan developed for Inala Youth Service to address the issue of school bullying within the Inala-Richlands SA2 area. The report begins with an executive summary and table of contents, followed by an introduction outlining the context of the problem and the organization's mission. It then analyzes past campaigns and conducts a situation analysis, examining macro and micro environmental factors, and identifies the target market. The report details objectives, target goals, and the guiding theory (Reasoned Action Theory) behind the campaign. It outlines the positioning strategy and marketing mix strategies (product/service, price, promotion, place), along with an evaluation plan and budget. The report concludes by highlighting the importance of addressing bullying and the potential of social media for achieving the campaign's objectives.

Running head: SOCIAL MEDIA CAMPAIGN
Social media campaign
Name of the student
Name of the university
Author note

1SOCIAL MEDIA CAMPAIGN
Executive summary
The aim of this report is to discuss about the effectiveness of the social media campaign initiated
by Inhala Youth Services in countering with the school bullying. In this report, the internal and
external factors to be faced by them are being discussed and concluded that there are number of
challenges to be faced by them in initiating the social media campaign. The latter half of the
report defines the different objectives as well as the target goals of the Inala Youth Service which
is then followed by the Positioning theory of the firm. The Guiding theory behind the
formulation of the strategies has been stated followed by the Marketing Mix. An evaluation plan
of 12 months along with the budget has also been prepared.

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Table of Contents
Introduction......................................................................................................................................4
Identification of the past campaigns................................................................................................5
Situation analysis.............................................................................................................................6
Macro environmental analysis.....................................................................................................6
Micro environmental analysis......................................................................................................8
Target market segmentation............................................................................................................8
Target market profiling..............................................................................................................10
Determination of the selected target market..............................................................................10
Objectives and the Target Goals....................................................................................................11
Guiding Theory..............................................................................................................................12
Positioning.....................................................................................................................................12
Marketing mix strategies...............................................................................................................12
Product/ Service.........................................................................................................................13
Price...........................................................................................................................................13
Promotion..................................................................................................................................14
Place...........................................................................................................................................14
Evaluation Plan..............................................................................................................................15
Budget............................................................................................................................................18
Conclusion.....................................................................................................................................19

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Reference.......................................................................................................................................21

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Introduction
In the current time, there are number of social issues relevant with some of them being
much more serious and having long term implications. It is also creating the need for a few
initiatives to counter these social issues and overcome them. One of these social organizations in
Australia is Inhala Youth Service. They are operating in Australia from the last 30 years and they
are known for their extensive social services. It is also being identified that they work mainly for
the disadvantaged youth irrespective of their social and cultural backgrounds (Poon-McBrayer &
Wong, 2013). The mission statement of Inhala Youth Service states about their focus on
empowering the youths in order to creates newer opportunities for them. On the other hand, their
vision statement talked about their intention of being the main catalyst in changing the life of the
vulnerable youth (Iys.org.au, 2018). Currently, they are working mainly on the basis of donations
from the business houses and volunteering services. Thus, permanent employees are few and
majority of the jobs are being done through volunteering services. In addition, it should also be
noted that Inhala Youth Service is having their presence in only in the Australian region and thus
their effectiveness may be limited within the national boundary.
In the recent time, one of the major social issues is the bullying problem in the schools of
Australia. According to the report, there are number of instances reported regarding bullying in
schools and it is causing mental pressure on the victims. There is an urgent need for initiating
strict actions against the perpetrators and enhancing the awareness among the majority
population (Maccio & Ferguson, 2016). It is proposed that social media will be the most ideal
medium for making the students aware regarding bullying due to the fact that social media is
having higher level of penetration among the younger generation.

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This report will state a 12 month social media marketing plan in order to implement the
proposed strategy in place. In doing so, this report will consider the micro and macro factors
along with identification of target market. Positioning and marketing mix strategies will also be
discussed and its related budget.
Identification of the past campaigns
Year/Country Outline of campaign Outcomes
United States Stop Bullying is initiated to cover the
larger section of society by making
them aware. October month is
recognized as national bullying
prevention month. Number of
activities is initiated in this month
(StopBullying.gov, 2018).
More people are the now
aware in the United States and
they are also having the
understanding about the laws
regarding school bullying.
United States (2012) The bully Project is initiated after the
movie of same name. This was
promoted as a social movement and
influenced a larger section of the
American society
(thebullyproject.com, 2018).
American society got highly
influenced by the movement
and school bullying became a
mainstream subject, which
was not given any importance
before.

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Situation analysis
Macro environmental analysis
Dimensions Issues Implications
Political factors  Different regulations for the Inhala
community will pose challenge in
aligning with the universal
approach (Barker et al., 2015).
 Possibility of competing against the
government funded services. Thus
probability of attracting lawsuits is
more.
 Potentiality of attracting lawsuits
from other youth based movements
due to concentrating particularly on
Inhala community (Wells et al.,
2013).
 Concentrating only on Inhala
community will reduce the area
of the social marketing and
acceptance will also be less.
 Competing against the
government sponsored schemes
will reduce their assistances.
Economic
factors
 Inhala Youth Service is having the
donations as their major revenue
stream (McGorry, Bates &
Birchwood, 2013).
 Government assistance will be less
as it will be treated as competing
force.
 Thus, the trend and situation of
the donors will determine the
fund management for this social
media plan.
 Funding from the government
will be less for Inhala Youth

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 Economic recession in next 12
months will reduce the rate of
donations.
Service.
 Social media plan will have the
risk of getting diluted in middle.
Social factors  Major support will come only from
the Inhala society.
 Acceptances level of the school is
important due to the reason that
these schools are already involved
in number of schemes (Stewart et
al, 2014).
 More attachment among the
different cultural groups in
Australia.
 Public and community support
will be less for Inhala Youth
Service in this case.
 Non-acceptances among the
schools will dissolve the
objective of this plan.
 The more will be the attachment
among the cultural groups, the
less will be the requirement for
separate planning for Inhala
community.
Technological
factors
 More social media platforms are
available in the market. It is
important to select the right
medium according to the situation
and objective.
 Not everyone is having their
presence in all the social media
platforms.
 Added cost will be incurred in
involving different social media
platforms for the marketing
plan.
 It will be difficult for Inhala
Youth Service to target the
entire Inhala community by
means of involving a particular
social media platform.

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Micro environmental analysis
Strengths
 Inhala Youth Service is having
favorable brand image in Australia.
This will help them to push their social
marketing plan (Lee & Berrick, 2014).
 Public impression is traditionally
positive towards the social movement.
Weaknesses
 Less probability of getting government
assistance in this plan.
 More dependability on the external
donations and thus external influence in
the social media plan is more.
Opportunities
 Acceptability of school children due to
the presence of social media.
 Use of social media will help to cover
the larger section effectively.
Threats
 Sudden reduction in popularity of a
particular social media platform. This
will affect the entire social media plan.
 Non-acceptance of the plan by the
target audiences (Williams & Glisson,
2013).
Target market segmentation
Segmentation base Segment 1 Segment 2 Segment 3
Geographic  Students from the
locations with
having majority of
 Students from
other locations
with having
 Students from
other locations
without having

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the members from
Inhala community.
minority
population of the
Inhala community.
members from
Inhala community.
Demographic  Age group below
8 will be targeted
to aware them
from the initial
stage. They will
grow accordingly.
 Age group
between 9 and 18.
This teenage
group will be
targeted as
maximum
bullying stances
emerge from this
age group.
 Age group above
18 will also be
targeted to aware
them. This will
enable them to
transfer the
awareness to their
juniors.
Psychographic  Students from the
upper section of
the society will be
targeted to make
them aware about
the ill impacts of
bullying.
 Students from
backward section
will be targeted to
make them aware
about the
implications of
bullying.
 Students with
having
conservative
attitude will be
targeted due to the
fact that
probability of
emergence of
bullying is more
from this age
group.

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Target market profiling
From the above segmentation variables, students from the regions with having minority
Inhala community members will be targeted. This is due to the reason that objective of the social
media plan of Inhala Youth Service will be to connect with the members of Inhala community
(Bond & Brady, 2013). Thus, the target section should have some presence of Inhala members to
find the required level of acceptances. On the other hand, regions with maximum members of
Inhala community are not selected due to the reason of less diverse members.
Determination of the selected target market
Dimensions
Barriers  One of the major barriers will be covering students from different social
levels.
 Funding will be an issue due to less availability of external donations.
Benefits  This target segment will be having communities from different
backgrounds.
 Having minority members of Inhala community will provide more
potential areas of emergence of bullying.
 More regions to be targeted with Inhala community as minority.
Motivators  Minority members of Inhala community will be motivated to get to know
about the regulations against bullying.
 Other majority communities will be able to have the idea about the
implications of bullying in schools.

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Competition  Competition from the government sponsored schemes will pose challenge
in attracting majority of the society.
 Competition from other community based schemes will also take a toll in
the market coverage of Inhala Youth Service.
Objectives and the Target Goals
The objectives and Target Goals of the initiative and the social media marketing plan can
be given as follows:
 To create awareness amongst at least 25% of the different high school students in Inala-
Richlands SA2 thereby encouraging them to adopt the bullying program. It has been
witnessed that there exists a lack of awareness among the members of the school and
hence, for this reason, the awareness is required to be spread.
 Fostering the knowledge amongst the other 80% who are already aware of the program to
re-instill that which behavior types classify as bullying and which do not. It is crucial
that the members who are already aware of their program are reminded about it.
 The aim is that around 50% of the students will be aware of the negative aspects
associated with bullying by the end of next year. This will ensure a decrease in the
bullying activities.
 To reduce the bullying rates in Inala around 30% based on the individual data as
maintained by the school by the end of next year. This target shall be further revised in
the next year.
Guiding Theory