Oxfam's Strategic Communication Plan, Promotional Mix, and Evaluation

This report provides a comprehensive analysis of Oxfam's marketing and communication strategies. It begins with a situational analysis, exploring Oxfam's strengths, weaknesses, opportunities, and threats. The report then defines communication objectives, emphasizing the importance of developing awareness and addressing societal needs. A strategic communication plan is presented, detailing strategies like media management and promotional budgets. The core of the report focuses on the promotional mix, evaluating tools such as personal selling, sales promotion, public relations, advertising, and direct marketing. The report highlights the effectiveness of public relations in building customer loyalty and recommends the use of social media to achieve communication objectives. Finally, the report addresses the implementation, control, and evaluation mechanisms essential for the plan's success. The report aims to develop standard of living in terms of reduce the poverty of people in the society. Overall, this can help to increase productivity and image of Oxfam.

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Situational analysis .....................................................................................................................1
Communication Objective...........................................................................................................1
Strategic communication plan......................................................................................................2
Explaining promotional mix and appropriate multiple channel selection for company..............3
Strategic plan and tactics for each promotional mix ...................................................................5
Implementation and utilization of control as well as evaluation mechanisms.............................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Integrated marking refers to the creating the seamless experience to the consumers by interacting
them with the help of the brand of the company. This communication of interaction is being done
on the basis of the advertising, public relation, sales promotions, direct marketing and social
media with the mix of different methods, tactics, media, channels etc (Lewis, 2019). This
assessment is based on the Oxfam, which is charitable organization. The Oxfam focus on the
elimination of the global poverty. It is non-profit organization and founded in 1942 in England.
This assessment will help to create the effective communication objective plan. In this
plan will identify the communication objectives that helps to interact with the customers. Also,
will be included the different types of communication channel that help to serve communication
with customers. Situational analysis is going to be done that will help to identify the target
market of the company. Further more, strategic communication plan is to be developed with
using the different strategies and budget. Promotional is also going to be included in this
communication plan. Strategic plan and tactics will be explained that help to drive the plan
effectively in the organization. Lastly all these strategies is to be implemented through this plan.
This report has highlighted situational analysis and communication objective of business.
After that the report has highlighted communication plan and Explaining promotional mix and
appropriate multiple channel selection for company. After that the report has highlighted
Strategic plan and tactics for each promotional mix and implication and utilization of control.
MAIN BODY
Situational analysis
Strength
 It gets the funds from the internal
funds, donation, sponsorship, charity
etc. which help them to fulfill their
mission and vision effectively.
 The free flow of work or work without
the government control also help
Oxfam to perform their task without
any boundaries.
 Large revenue and 4th highest charity
Weakness
 The focus of the organization is on
small market rather than to particular
area or large pool of customer.
 The success of the company is limited
to getting the funds from the donation
and government support.
 The change in the policy of the
government regarding the charity work
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company of UK.
 The bookshops of the Oxfam in
different places help them to attract the
investors towards the company.
highly affect the Oxfam business.
 They also not gain any media support
to help to improve the reputation and
public image.
Opportunities
 The focus of the company shifted to
poverty area create a huge opportunity
to expand the Oxfam in other country
also and gain the global support.
 The increasing income level of UK
people also help the Oxfam to get the
higher donation from the people.
 Increasing the trend of social media
also create an opportunity for
promoting the welfare program of the
Oxfam via YouTube, Twitter and
Facebook and help the Oxfam to reach
the wider range of people.
Threats
 The Brexit or leaving the UK form EU
become a big threat for the Oxfam
because it reduces the funding from the
global investors.
 The most of the part of the funding is
comes from the government so they are
highly depended on the government
funding.
 Global economic crisis force the UK
government to cut down the funding of
Oxfam which largely affect the Oxfam
sustainability.
 The support of the company also
reduces which also became threat of
Oxfam.
Communication Objective
Communication Objective:
The procedure of setting targets for communication. It defines the target that company
want to accomplish with planned activities. It can ultimately be evaluated whether the desired
target is reached through creating in advance. There are various types of communication
objectives such as building awareness, giving information, creating interest, stimulating demand
and support brand (Austin and Pinkleton, 2015). In order to that, Oxfam is independent
charitable company directing on the relief of international poverty. It is leading non-profit group
with an extensive collection of operations. The purpose of Oxfam is to aid make lasting results
to the unfairness of poverty. Therefore, company needs to create communication plan for that
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they create different objectives involving in plan such as: to charge internal consumers to act on
mission and value of Oxfam, to improve morale between internal consumers and to build
knowledge of culture and procedure of company.
Therefore, it is necessary to create objectives of integrated marketing communication
plan which are very necessary to develop the awareness and identify the needs of people in the
society. In this context, the main objective of Oxfam is to develop standard of living in terms of
reduce the poverty of people in the society. Overall, this can help to increase productivity and
image of Oxfam.
Strategic communication plan
Strategic Communication:
It refers to concept, procedure or information which satisfies long term strategic objective
of company through enabling assistance of advanced planning or interacting over long distance
usually utilizing international telecom and dedicated international network assets to coordinate
operational activities important commercial, non-commercial and logistic subunits (Bütschi,
2018). Strategic communication help to build long term relationship among the public and
company. Also, it is very important to firm in terms of clearly communicate with their values and
purpose. Overall, this can help to increase productivity and image of Oxfam.
Strategic communication plan:
Therefore, every company needs to create strategic communication plan that aim is to
integrate all programs, public education of company. In this context, Oxfam also make strategic
communication plan which aim is to develop and funds programs involve provide health and
social care services, protection of women and children due to conflicts and gender and diversity
into action. Strategic communication plan is very necessary to promote the firm, its products,
services and different programs as well as campaigns (Ameen and et.al., 2015). Also, it is very
important to firm in terms of clearly communicate with their values and purpose. This can help
to increase awareness and satisfaction of people who are living in poverty. Also, this can help to
accomplish the objectives of integrated marketing communication plan of Oxfam which is to
develop standard of living in terms of reduce the poverty of people in the society. Overall, this
can help to increase productivity and image of Oxfam.
Communication Strategies:
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Company needs to follow different communication strategies and promotional budget for
making strategic communication plan in terms of accomplishing the vision of the firm.
Communication strategies like public relation, media management and so on. In order to that,
Oxfam follow media management which strong relationships with it (Lurati and Zamparini,
2018). The company helps national and global media through their ad hoc media working team.
For instance, there were updates on the country disaster almost every day. Press releases are
being made available for download.
Promotional budget:
It is specified figure of money set aside to encourage the goods or value of firm or
business. These are made to evaluate the important costs linked with developing business or
maintaining brand name. Overall, this can help to increase productivity and image of Oxfam.
This can help to increase awareness and satisfaction of people who are living in poverty. Also,
this can help to accomplish the objectives of integrated marketing communication plan of Oxfam
which is to develop standard of living in terms of reduce the poverty of people in the society.
Particular Amount
Making websites £12500
Human resources costs £25000
Advertising £35000
Promotions £25000
Software licenses £10000
Video production £12000
Oxfame GB has spent £336.9m on charitable activities in three interconnected ways:
Humanitarian: together with communities, we saved and rebuilt lives after disasters where as
National trust one of the competitor has spend £139.3 million was spent on maintaining some
places.
Explaining promotional mix and appropriate multiple channel selection for company
Promotional mix:
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The term promotional mix can be defined as a set of different tools and techniques that
can be used by the managers for the purpose of increasing the amount of sales revenue of the
company (Morténius and Twetman, 2017). Implementation of these tools within the business
leads in increasing the attraction of customers towards the company and increment in the demand
of its product in the competitive market.
Following are some tools or the elements of promotional mix that can be adopted by the
Oxfam company in order to increase its sales and revenue generation capacity:
 Personal selling: Personal selling is a traditional element of promotional mix that makes
the sales person to make direct interaction with customers for selling them products of the
company. They directly visits the customers for making face to face interaction with the
buyer. It leads in influence the customer's needs and demands towards company's product
more effectively that can help Oxfam in increasing its sales revenue.
 Sales promotion: Sales promotion is one among the widely used promotional tools. By
using these tools, the seller provides some short term bonus to its customers in order to
grab their attention and increase their sales for the period as well. In order to implement
these techniques within the business, the Oxfam can formulate different schemes for
attracting customers (Promotion Mix, 2018). It leads in attracting customer's attention
towards the scheme and influence their behaviour for buying the products in order to get
the benefits of offers. In this regard, this promotional mix leads in increasing the sales of
the Business for a specific time.
 Public relation : Public relation can be seen as one of the best technique of promotional
mix. While adopting this tool, the marketing manager of the company builds a strong
image of company in the eyes of its customers. Further, they also formulated their plans
in order to develop and maintain their relation with customers. This tool can help Oxfam
in attracting the customers towards the company and sustain them for long time as well.
 Advertising: It is also another element of promotional mix that leads in advertising and
promoting the products in non personal way (Steyn, 2018). While using this tool, the
marketers shows advantages of the products in an attractive way. In this regard, this tool
also can help the Oxfam in increasing its demand in the market and improve its sales
revenues as well.
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 Direct marketing: This tool of promotional mix leads in advertising the goods by the use
of the latest technological tools. With the help of these tools, the business can lead in
improving the strength of company in promoting its goods and increasing its sales
revenues as well.
From the above analysis of promotional mix elements, it can be seen that in order to
increase the sales revenues, the Oxfam should use public relation tool. Although, all elements
leads in improving its sales, but if it adopts public relation tool, it would be able to increase its
customer loyalty along with sales revenue that will provide long term benefits to the company.
Also, Oxfam can be utilized social media in relation to achievement of communication
objectives (Singhal and Brown, 2018). Social media platform is wider network which involves
Facebook, Instagram and other networking sites. This can help to increase awareness and
satisfaction of people who are living in poverty. Also, this can help to accomplish the objectives
of integrated marketing communication plan of Oxfam which is to develop standard of living in
terms of reduce the poverty of people in the society. Overall, this can help to increase
productivity and image of Oxfam.
At the same time Oxfam also can uses the social media marketing to market the product
of the company in the market. As Personal relationship will not help the company in reaching the
higher number of the people but social media marketing will open up the larger area of market as
large number of people can be touched by the Oxfam with the help of the social media
marketing. Most importantly it will help the company in attracting the eye of more youth taken
as it is one of the toughest sector to attract the same. Also using the digital platform will help
media campaigns can be measured by identifying where the enquiries originated from.
Strategic plan and tactics for each promotional mix
Integrated Marketing communication needs different strategies and tactics which are consistent,
relevant and synchronized. The achievement of synergy in campaign of integrated marketing
communication can be challenging, so that company must understand way of selecting the best
concept and messaging channels as well as combination of tactics for effective outcome (Quirke,
2017). In order to that, Oxfam needs to follow strategies and tactics for promoting and
accomplishing the communication objectives. Company can follow social media as promotional
tool, so that they need to make strategy for utilizing it.
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 Firstly, marketing department will make website of their firm and giving the all
information about company, its services and different events as well as campaign.
 Secondly, they need to identify the target consumer groups and build connecting with
them. Also, they understand their needs and wants as well as their problems or issues.
 Also, they need to give reply on their consumer in both positive and negative ways which
can help to build relationship with them (Darmawan and Harahap, 2016).
 Overall, marketing department need to focus on this strategy in terms of accomplishing
the communication objectives and gaols of Oxfam.
 Not only social media, marketing department of Oxfam needs to follow public relation as
promotional tool while marketing of campaign or implementing communication plan.
 Strategic plan and tactics are very essential to Oxfam for communicating their objectives
and values in terms of build long term relationship with public (Bütschi, 2018). Overall,
this can help to increase productivity and image of Oxfam.
 This can help to increase awareness and satisfaction of people who are living in poverty.
Also, this can help to accomplish the objectives of integrated marketing communication
plan of Oxfam which is to develop standard of living in terms of reduce the poverty of
people in the society.
Implementation and utilization of control as well as evaluation mechanisms
After creating strategic plan and tactics, company needs to implement, evaluate and
control of overall plan of integrated marketing communication plan of Oxfam. The evaluation
stage of communication plan directs on examining qualitative and quantitative metrics linked
with implementation and strategy. Implementation stage of integrated marketing plan can be
unfortunate (Ameen and et.al., 2015). It refers to execution or actual stage of firm will take to
promote their business. Also, controls of both stages are very essential which established during
the making of integrated marketing communication plan give benchmark to assess ways of
accomplished objectives of firm. This can help to increase awareness and loyalty of people who
are living in poverty. Also, this can help to accomplish the objectives of integrated marketing
communication plan of Oxfam which is to develop standard of living in terms of reduce the
poverty of people in the society.
In order to that, marketing communication can be more than just promote company, its
goods and facilities. Ads message, promotions, social media and public relation efforts can
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support overall marketing strategy involving brand management strategy (Darmawan and
Harahap, 2016). This can help to measure the consumer awareness and satisfaction towards the
Oxfam. Therefore, it is necessary to follow all techniques of implementation, control and
evaluation of integrated marketing communication plan which is made by Oxfam. Also, this can
help to accomplish the objectives of integrated marketing communication plan of Oxfam which
is to develop standard of living in terms of reduce the poverty of people in the society. Overall ,
this can help to increase productivity and image of Oxfam.
CONCLUSION
From the above study it has been identified that, there is different communication objectives are
there like to make strong relation with customers and needy people, that help the Oxfam NGO to
give their effective services. Also been analysed with the SWOT and segmenting, targeting and
marketing, the situational analysis have been done with the aim to identify target market and
customers. In the strategic communication plan, social media marketing is to be more focused. It
also summarized that with the help of the promotional mix strong relation is to be established by
promoting their services. From the strategic plan it has been analysed that this plan has focus on
the social media marketing that help to promote Oxfam services among number of population.
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REFERENCES
Books and Journals
Ameen, M. and et.al., 2015. Strategic Communication Plan for Rocky Mountain National Park.
Austin, E.W. and Pinkleton, B.E., 2015. Strategic public relations management: Planning and
managing effective communication campaigns. Routledge.
Bütschi, G., 2018. Communication Planning. The International Encyclopedia of Strategic
Communication, pp.1-11.
Darmawan, D. and Harahap, E., 2016. Communication strategy for enhancing quality of
graduates nonformal education through computer based test (CBT) in West Java Indonesia.
Lewis, L., 2019. Organizational change: Creating change through strategic communication.
John Wiley & Sons.
Lurati, F. and Zamparini, A., 2018. Communication SWOT Analysis. The International
Encyclopedia of Strategic Communication, pp.1-8.
Morténius, H. and Twetman, S., 2017. Creating research and development awareness among
dental care professionals by use of strategic communication: a 12-year intervention
study. BMC oral health, 17(1), p.164.
Quirke, B., 2017. Making the connections: using internal communication to turn strategy into
action. Routledge.
Singhal, A. and Brown, W.J., 2018. The entertainment-education communication strategy: Past
struggles, present status, future agenda. Jurnal Komunikasi: Malaysian Journal of
Communication, 12.
Steyn, B., 2018. Communication Strategy. The International Encyclopedia of Strategic
Communication, pp.1-12.
Seong, Y and et.al., 2019. Examining underlying relationships between the ASDA-S and the AIR
and the ASDA of adolescents and young adults with and without disabilities. Advances in
Neurodevelopmental Disorders, 3(2), pp.173-187.
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Online
Promotion Mix. 2018. [Online]. Available through : <https://businessjargons.com/promotion-
mix.html>
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