Content Strategy Report: Radio Lollipop Charity - AMN426, Semester 2

This report presents a comprehensive content strategy for Radio Lollipop, an international charity providing care, play, comfort, and entertainment to children in hospitals. The report begins with a background of the organization, its mission, and the challenges faced by hospitalized children, followed by an analysis of the competitive landscape. The Integrated Marketing Communication (IMC) problem is identified as a lack of awareness among parents regarding Radio Lollipop's services. The report outlines the objectives, including communication, brand, and commercial goals, and details the target persona of a parent. Customer insights highlight the parents' concerns and needs. The content strategy focuses on engaging parents through three content pillars: Knowledge (raising awareness), Strength (inspiring confidence), and Courage (sharing stories). The report emphasizes the importance of multi-platform content to reach the target audience and enhance Radio Lollipop's brand image and increase requests for its services.

Running head: CONTENT STRATEGY
CONTENT STRATEGY
Name of the Student
Name of the University
Author Note

1CONTENT STRATEGY
Table of Contents
Background......................................................................................................................................2
Company......................................................................................................................................2
Trends..........................................................................................................................................2
Competition.................................................................................................................................2
IMC Problem...................................................................................................................................2
Reason for content solution.........................................................................................................3
Objectives........................................................................................................................................3
Persona secondary research.............................................................................................................4
Customer insight..............................................................................................................................8
Content strategy...............................................................................................................................8
Content Pillars.................................................................................................................................8
Theme 1: Knowledge...................................................................................................................8
Theme 2: Strength........................................................................................................................9
Theme 3: Courage........................................................................................................................9
References......................................................................................................................................10

2CONTENT STRATEGY
Background
Company
The Radio Lollipop can be taken to be an International charity organization which was
found in 1979 to provide adequate care, play, comfort and entertainment to the children as
present in the hospital. The time at the hospital can be understood to be a difficult one for the
children and in association of this, this initiative came up as a relief to the children. According to
Australian Bureau of Statistics. (2015), one in four children are admitted to the hospital before
the age of 14 and in this scenario, the Radio Lollipop provides the children with a young voice
and a choice to play at the Hospital. The organization broadcasts radio shows whereby the
children can select their own song, play games and interact easily (Radiolollipop.org ,2020).
Trends
The children are an essential part of the society and in consideration to this, it becomes
considerately critical for the enterprise to ensure that, some activity and initiatives can be taken
for the different children as present in the society (Belch et al., 2014). Hence, when children are
hospitalized, it affects their psychology and for this purpose, various initiatives are undertaken
by several enterprises to ensue assistance to them.
Competition
The enterprise although not for profit in nature, has several competitors as present in the
market. The Boston Children`s Hospital, Vanderbilt, Chadkids, Patient entertainment and
Montreal Children`s Hospital can be understood to be the other enterprises who are engaged in
providing the entertainment facility to the different individuals.
IMC Problem
Although the parents of the different children who often get admitted to the hospital are
aware of the different services which are available and would assist their children, they are often
not being able to decide the activities which will be suitable for their child.

3CONTENT STRATEGY
The Radio Lollipop is currently facing the challenges of making the different parents
aware of their overall possibilities and in association with this; they are not being able to make
people aware of their credibility as well.
Moreover, research also suggests that Radio Lollipop has a limited exposure on the social
media websites and this is the reason why initiatives have to be undertaken accordingly.
Reason for content solution
Targeted content will help in providing the enterprise to interact on a regular basis with
the different individuals and probable customers. Maintenance of a good relationship with the
parents is essential and if the parents will be assisted throughout their overall journey, then in
such a scenario, they will be able to gain popularity on a large scale and assist the children
throughout their journey adequately (Casey, 2015).
Objectives
The content of the plan needs to be adequate enough and capable of targeting the parents
or guardians of the children aged below 14 years of age. As the content strategy which has been
planned is a multi-platform strategy, it will be better that the multi-platform users are being
targeted accordingly. These individuals must be interactive and fun loving so as to ensure that
they are being able to leave behind a strong legacy for their children and help them to utilize
their time effectively along with having fun. Hence, the primary objectives of the content
campaign can be mentioned to be as follows:
• Communication objective: To increase the research capability of the Radio Lollipop so as to
see to it that, the different departments are becoming more innovative and the enterprise is being
able to increase their capacity by 30% in the coming 3 months. The social media listing and the
qualitative research will be used in such a scenario.
• Brand objective: The objective of the brand can be mentioned to be to create positive feelings
about healthcare for children and ensuring and assuring the parents that there are adequate

4CONTENT STRATEGY
facilities available for their children to learn, engage and produce good content while their stay at
the hospital. The Radio Lollipop aims to ensure a successive and unique brand image.
• Commercial objective: The commercial objective is to increase the number of requests
received by 30% in the coming 1 year.
Once the campaign is concluded, the enterprise is recommended to conduct further
qualitative and quantitative study to ascertain the effectiveness of the enterprise and to gain
expected and sustained targets in the long run. The key performance indicators such as the
customer satisfaction rate, willingness to bequest and other will be made use of to keep the
initiatives on track (Casey, 2015).
Persona secondary research
In order to determine the target group, the persona of a typical parent or a mother has
been searched upon to understand their overall decision making matrix and what attracts them.
Characteristics Description
Average person The average person whose child below 14 gets
admitted to the hospital can be stated to be a
lady aged below 40 years of age. More than
50% of them are identified as Baby Boomer
(Alcorn et al., 2016).
These ladies are socially aware and visionary
Income The average income of these ladies can be
rightfully understood to be around $10000-
$30000 per annum(Indeed )
Occupation The ladies may be either working or a home
maker. The lady might be involved in a
profession or may have a startup of her own
(Australian Bureau of Statistics, 2015).
Location The ladies may be present in any urban city
such as Victoria Melbourne, Sydney

5CONTENT STRATEGY
Media habits The media habits of these ladies can be
understood to be rather a multiplatform
behavior. In such a scenario they are usually
present on a variety of platforms such as
Facebook, Social media and Twitter as well.
Finance These Baby boomers are generally placed well
financially and have access to financial
advisors who will assist them in carrying out
the operations in a successful manner.
Behavior The behavioral trends of the different target
audience can be mentioned to be as follows:
Multitasking
Visionary (Lynch, 2013).
Interactive
Helpful
Volunteer work
Hardworking
Social birds
Other interests The other interests of this target segment can
be understood to be:
Dance
Music
Parties
Career success
Fitness
Home improvements
Travelling
Content preference The content preference of this audience can be
mentioned to be as follows:
Watching television
Watching shows on the internet

6CONTENT STRATEGY
Reading and YouTube.
Device use The device used by these individuals can be
mentioned to be as follows:
Laptops
Smartphones
Tablets
Smart Watches

7CONTENT STRATEGY
Me (demographics and personality)
Age: 36
Married with two children
I have a strong will
I have a career
Socially aware
My job, skills and interests
Consultant
Skills: Management, coordination,
technology and investments
Interests: Cycling, Family time, Reading,
Blogging and Travelling
My needs and goals My pain points
My social environment
Living in Sydney
Have a stable job
Have good social media account
Like outdoor activities
Three reasons for me to engage:
Look after my child
Promote such activities
Support a good initiative
Three reasons for me not to engage:
Might be expensive
Lack of information
Availability of better options
Picture
Persona name
Bella smith
My needs and goals
To be active
To be there for my kids
To be healthy
My burning questions
How will my child receive the best care?
How to invest my money in the right manner?
How long will I be able to look after my parents?
My pain points
Lack of information about the Radio

8CONTENT STRATEGY
Customer insight
The primary customer insight which can be undertaken can be sated to be the fact that the
parents are willing to go to any extent for their children and hence, these individuals have to be
supported (Clark, 2016). Even the parents are largely worried about the progress about their child
and in consideration of this, they need to be provided with adequate assistance which will ensue
that, these individuals are being able to be guided accordingly and their children have to be
supported and engaged in some fruitful activity and learning procedure.
The secondary research also assisted in understanding that, although many parents would
be needing assistance with understanding, but they are not being able to understand which
initiatives have to be undertaken accordingly (Patrutiu-Baltes, 2016).
Content strategy
 The idea: The simple act of engaging in the Radio Lollipop would provide the children
with an ability to engage in a successful interaction procedure and additionally, also
allow them to learn new aspects. This shall keep their mental health stable.
 The content will be able to engage the parents and reflect how they can use Radio
Lollipop to perform well and increase their child`s wellbeing (Clark, 2016).
 The support for this kind of initiative will be to make the different individuals aware of
the fact that, Radio Lollipop has the ability to engage in an interactive capability of the
children and help them to remain motivated and happy during their stay at the hospital
(Payscale, 2019).
 The tone of the content will be professional yet personal and warm. The main character
of the product can be mentioned to be the family values, child welfare and a strong
legacy (Faucher, 2017).

9CONTENT STRATEGY
Content Pillars
Theme 1: Knowledge
This relates to the increasing awareness regarding the services of the Radio Lollipop and
ensuring that the parents of the children who are generally admitted at the hospital are being
made aware of this service (Perreault & Mosconi, 2018). As the baby boomers enjoy engaging
in social media and reading, the mediums are apt.
Theme 2: Strength
The second theme is strength which states that there is a strength found in experiences
and when parents will find their child happy, they will be able to feel confident and will remain
strong mentally as well. The sharing and inspiring are the main content themes as discussed
earlier (Clark, 2016).
Theme 3: Courage
The courage can also be understood to be another content theme which can be made use
of to make a difference in someone`s life whether own or a stranger (DiBenedetto &
Papadopoulos, 2016). In consideration with this, the courage to keep the child safe and
encouraged needs to be shared.

10CONTENT STRATEGY
Knowledge
Increasing knowledge of
the customers through
social media
Newspaper articles and
advertisments
Strength
Sharing experiences on
social media
Newsletters
Courage
Social posts and hashtags
Encouraging messages

11CONTENT STRATEGY
References
Alcorn, N., Buchanan, L., Smith, J. & Lasalarie, G. (2016). Media consumer survey 2016.
Australian media and digital preferences 5th edition. Retrieved from
http://landing.deloitte.com.au/rs/761-IBL328/images/Media_Consumer_Survey_Report.p
df
Australian Bureau of Statistics. (2015). Talking’ ‘bout our generations: Where are Australia’s
Baby Boomers, Generation X & Y and iGeneration? Retrieved from
http://www.abs.gov.au/ausstats/abs@.nsf/Previousproducts/3235.0Feature%20Article
12014
Belch, G., Belch, M., Kerr, G., & Powell, I. (2014). Advertising: an integrated marketing
communication perspective. North Ryde, NSW: McGraw-Hill.
Casey, M. (2015). The content strategy toolkit: Methods, guidelines, and templates for getting
content right. New Riders.
Clark, D. (2016). Content strategy: An integrative literature review. IEEE transactions on
professional communication, 59(1), 7-23.
DiBenedetto, S., & Papadopoulos, C. (2016, April). Mitigating poisoned content with forwarding
strategy. In 2016 IEEE Conference on Computer Communications Workshops
(INFOCOM WKSHPS) (pp. 164-169). IEEE.
Faucher, C. (2017). How to better reach baby boomers with content marketing. Retrieved from
https://www.thedubs.com/how-to-better-reach-baby-boomers-with-contentmarketing/