University Marketing Plan: The Royal Canadian Legion Analysis

This report details a marketing plan developed for The Royal Canadian Legion, a non-profit organization dedicated to supporting veterans and their families. The report begins by identifying the problem statement, which includes declining membership and volunteer rates. The marketing objective is to attract new members and volunteers by promoting the organization's service and social cause. The marketing strategy incorporates pay-per-click advertising, content marketing, social media marketing, email marketing, and influencer outreach. The industry analysis focuses on the organization's core competencies, consumers, and competitors. The report also outlines a marketing mix including product, place, promotion, and geographic, demographic, and psychographic segmentation. The overall purpose of the plan is to increase awareness of the Legion's services among the target audience. The report concludes by emphasizing the importance of supporting veterans and the people who have served the country. References from various academic sources support the marketing strategies.

THE ROYAL CANADIAN LEGION
Student’s Name
University Name

THE ROYAL CANADIAN LEGION
 Royal Canadian Legion is a nonprofit organization is
committed towards making a positive changes and
difference in the lives of the veterans and their families.
 They also remember the men and the women who have
sacrificed for the country.
 The Royal Canadian Legion has 260,000 strong
members who are provided with the opportunity to
make a difference at all the levels of the nonprofit
organization
 The legion exists so that the citizens of the country
never forget the veterans who served and sacrificed for

1. PROBLEM STATEMENT
 Declining membership and volunteers
in the organization
 Inability to attract young energetic
members or volunteers for the
organization
 Declining number of volunteers

2. MARKETING OBJECTIVE
 The main objective of marketing the
organization is to attract new volunteers and
members and gain their support to serve the
veterans and the people who sacrificed for the
nation
 The primary goal of marketing the company is
to promote the service and social cause of the
organization.
 The marketing is aimed to increase the
awareness of the service to the target audience

MARKETING STRATEGY OF THE ROYAL
CANADIAN LEGION
 Pay per click
 Content marketing
 Social media marketing
 Email marketing
 Searching influential people within
the network-

3. INDUSTRY ANALYSIS
 Company – The current goal of the
organization is to serve the Veterans
including the military and RCMP
members. The organization was
founded by the Veterans and for the
Veteran. The provide ‘dedicated
support and compassionate assistance’
which is one of their core
competencies.

CONT…
 Consumers – The consumers are the Veterans
and the people who served the country. The
provide welfare facilities and wellbeing for the
veterans.
 Competitors - There are no direct competitors
 Climate- Frequent changes in laws and
regulations of the country affects the non profit
organization. The charities and donations are
the backbone of the organization. Charities and
donations are susceptible to various legal risks.

4. MARKETING STRATEGY
 Geographic segmentation: Support and
guidance is provided to the veterans of Canada.
 Demographic segmentation: Targets young,
skilled and energetic people to support the cause
and purpose of the organization.
 Psychographic/behavioural segmentation: The
young patriot people of the country who have the
willingness to support the veterans who serve the
countries.

5. MARKETING MIX
 Product: Support and assistance to the
people and adjust themselves to civilian life.
Provides financial help and assistance by
offering them generous donations.
 Place: The Royal Canadian Legion supports
the veterans and armed people of Canada
 Promotion: Ad Grants programs in Google,
Advertising on Facebook, collect donations
from the people on Facebook. Instagram can
be used to promote its mission and vision

CONCLUSION
 The overall purpose of the organization
is to support the cause of the veterans
and the people who served the country
and sacrificed their life for the country.
The report has identified the marketing
objectives. The marketing plan aims to
increase the awareness of the service
among the target audience.

REFERENCES
 "Support for Veterans". Legion.ca, 2020. Online. Internet. 18 Mar. 2020. . Available: https://www.legion.ca/support-for-veterans.
 Alexander, Jennifer. "Adaptive strategies of nonprofit human service organizations in an era of devolution and new public management."
Nonprofit management and leadership 10.3 (2015): 287-303.
 Álvarez-González, Luis Ignacio, et al. "Business-nonprofit partnerships as a driver of internal marketing in nonprofit organizations.
Consequences for nonprofit performance and moderators." BRQ Business Research Quarterly 20.2 (2017): 112-123.
 Andreasen, Alan R., Philip Kotler, and David Parker. "Strategic marketing for nonprofit organizations." (2018).
 Bernritter, Stefan F., Peeter WJ Verlegh, and Edith G. Smit. "Why nonprofits are easier to endorse on social media: The roles of warmth
and brand symbolism." Journal of Interactive Marketing 33 (2016): 27-42.
 Chapleo, Chris. "Brand ‘infrastructure’in nonprofit organizations: Challenges to successful brand building?." Journal of Marketing
Communications 21.3 (2015): 199-209.
 Fine, Seymour H. Marketing the public sector: Promoting the causes of public and nonprofit agencies. Routledge, 2017.
 Jaskyte, Kristina, and William W. Dressler. "Organizational culture and innovation in nonprofit human service organizations."
Administration in social work 29.2 (2015): 23-41.
 Kotler, Philip, and Philip Kotler. Marketing for nonprofit organizations. Vol. 2. Englewood Cliffs, NJ: Prentice-Hall, 2018.
 Kotler, Philip. "Strategies for introducing marketing into nonprofit organizations." Journal of Marketing 43.1 (2019): 37-44.
 McLeish, Barry. Successful marketing strategies for nonprofit organizations. New York: John Wiley & Sons, 1995.
 Mottner, Sandra, and John B. Ford. "Measuring nonprofit marketing strategy performance: the case of museum stores." Journal of
Business Research 58.6 (2015): 829-840.
 Omar, AL-Tabbaa, Desmond Leach, and John March. "Collaboration between nonprofit and business sectors: A framework to guide
strategy development for nonprofit organizations." VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations 25.3 (2014):
657-678.
 Proust, François, et al. "Exploring a new marketing strategy for nonprofit organizations: An international perspective." International
journal of marketing studies 5.6 (2013): 8-14.
 Sanzo, María José, et al. "Business–nonprofit partnerships: Do their effects extend beyond the charitable donor-recipient model?."
Nonprofit and Voluntary Sector Quarterly 44.2 (2015): 379-400.
 Wymer, Walter. "Developing more effective social marketing strategies." Journal of Social Marketing (2011).