Marketing Plan for Royal Canadian Legion: Strategy Report

This report presents a comprehensive marketing plan developed for the Royal Canadian Legion, a non-profit organization dedicated to supporting Canadian veterans. The report begins by identifying the core problem of declining membership and volunteer engagement, particularly among younger demographics. It then outlines the organization's marketing objectives, which center on attracting new members and volunteers to support the Legion's mission. A detailed industry analysis is conducted to assess the competitive landscape, consumer needs (veterans and their families), and external factors such as economic fluctuations and technological advancements. The report proposes a multi-faceted marketing strategy, including pay-per-click advertising (Google Ad Grants), content marketing, social media marketing, and email marketing, to reach the target audience. Market segmentation is discussed, focusing on geographic, demographic, and psychographic factors. Product positioning is also addressed, emphasizing the Legion's core values and commitment to veterans. Finally, the report details the marketing mix (product, place, promotion, and price) to provide a holistic approach to addressing the organization's challenges and achieving its goals. This report is designed to guide the Royal Canadian Legion in revitalizing its membership and strengthening its support for veterans.

Running head: INTRODUCTION TO MARKETING
INTRODUCTION TO MARKETING
Student’s Name
University Name
Author note

1INTRODUCTION TO MARKETING
Introduction
The Royal Canadian Legion purpose is to serve the veterans of the nation including military,
RCMP members, and their families. The organization promotes remembrance and serves the
communities and country1. It is a nonprofit organization is committed towards making a positive
changes and difference in the lives of the veterans and their families. They provided essential
services to the community in which they serve. They also remember the men and the women who
have sacrificed for the country. They provide service to all the veterans of the country. The Royal
Canadian Legion is Canada’s largest veteran service and support to their families as they deserve.
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 organization2. The legion exists so that the citizens
of the country never forget the veterans who served and sacrificed for the country. The purpose of
this report is to understand the problem faced by the organization. The report provides a marketing
plan for the nonprofit organization it determines the marketing objectives of the organization and
conducts industry analysis. Lastly it sums up the main points and concludes the report.
Analysis and discussion
1. Problem Statement
The issue faced by The Royal Canadian Legion is declining membership and volunteers of the
organization. They are unable to attract young, skilled, and energetic people as compared to other
high profile non profits organizations in the industry. The donors and volunteers of the nonprofit
organizations are the people who strengthens the communities and encourages them to work together
to serve the veterans. The volunteers of the organization not only support the organization with
funds, but they contribute to the weight and take an active part in the mission of the organization and
1 "Support for Veterans". Legion.ca, 2020. Online. Internet. 18 Mar. 2020. . Available:
https://www.legion.ca/support-for-veterans.
2 "Support for Veterans". Legion.ca, 2020. Online. Internet. 18 Mar. 2020. . Available:
https://www.legion.ca/support-for-veterans.

2INTRODUCTION TO MARKETING
pledge to support the cause of the business organization. The volunteers of the organization are
valuable for them. However, it has been identified that the organization has been declining in the
number of volunteers3. Getting volunteers has become a challenge for the non-profit organization.
The organization is also being challenged to retain them in the organization. The organization is also
finding it difficult to attract young generation to serve the purpose of the organization and influence
them to give the organization their time and money. The supporters are essential to support the cause
and mission of the organization. Therefore, the organization must undertake opportunities and enter
in a steeper decline.
2. Marketing Objective
The objective and mission of the organization is to support and the veterans and their families.
They aim to enrich the lives of the people involved in the community. The Royal Canadian Legion is
mission driven organization and thereby the marketing of the organization will be based on the
mission and vision of the organization. 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 nation4. 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. The marketing of the organization plans to provide information regarding the
cause and purpose of the service and overcome resistance of the target consumers in participating and
volunteering the organization. The purpose is to increase patriotism among the young generation of
the society and ensure that the consumers join in to support the cause of the organization. The
3 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.
4 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.

3INTRODUCTION TO MARKETING
marketing objective of the organization is to directly influence the target audience and inform them
about the cause of the organization. The marketing objectives of the organization are to identify the
needs of the relevant community and society5. It will develop various marketing programs and
projects in order to fulfill the needs and objectives of the organization.
Marketing strategy of the Royal Canadian Legion
Pay per click – The organization will be taking into consideration pay per click advertising such as
Google Ad Grants. The Google Ad grants provide additional advantages to the various non profit
organizations. It provides non profit companies $ 10,000 every month with unlimited advertising on
Google web pages. This opportunity will be taken into consideration by Royal Canadian Legion6.
Content marketing – This is one of the most effective strategies for marketing the social cause of
Royal Canadian Legion. The content on the web pages must be interesting and valuable for the target
audience of the organization7. Effective content on the websites and web pages might grab the
attention of the target consumers can influence them to become a member of Royal Canadian Legion.
Social media marketing – The social cause and purpose of Royal Canadian Legion will be advertised
on social media platforms among the target audience. This strategy is affective to gain the attention
of the target audience.
Email marketing – An effective email marketing campaign with lot of creative and valuable
information might influence the audience to become a member or volunteer of the organization 8. The
5 Andreasen, Alan R., Philip Kotler, and David Parker. "Strategic marketing for nonprofit organizations." (2018).
6 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.
7 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.
8 Chapleo, Chris. "Brand ‘infrastructure’in nonprofit organizations: Challenges to successful brand building?."
Journal of Marketing Communications 21.3 (2015): 199-209.

4INTRODUCTION TO MARKETING
must be a compelling subject line so that the target audience are interested to go through the email
contents and enable them to subscribe and become a member of the organization.
Searching influential people within the network- The marketing need to search for the right
audience that might engage in vital donations and support the organization to spread the cause and
purpose of the organization. Influential people might advocate the cause and purpose of the
organization.
3. Industry Analysis (or Environmental Scan)
Company –
The current goal of the organization is to serve the Veterans including the military and RCMP
members along with their family members to show remembrance and serve the communities and the
country. The organization was founded by the Veterans and for the Veteran9. They take pride in serving
the Canadian Veterans and provide assistance to the veterans including the Armed forces serving for the
country. The purpose of the organization is to make significant positive changes in the lives of the
veterans of the country. The core values of the organization are their core competencies. It includes
integrity, respect and loyalty for the people they serve for. The provide ‘dedicated support and
compassionate assistance’ which is one of their core competencies10. The organization has the ability to
collaborate with diverse group of members and volunteers of the organization both internal and external
members. The genuine authenticity of the organization is one of its biggest skill and knowledge that they
posses. The organization has a long term commitment to their goal and objectives. It has a mission driven
work, which provides millennial advantage. Highly skilled volunteers and members are resources of the
organization. They recognize the value of the volunteers which means monetary worth of volunteer
9 "Support for Veterans". Legion.ca, 2020. Online. Internet. 18 Mar. 2020. . Available:
https://www.legion.ca/support-for-veterans.
10 "Support for Veterans". Legion.ca, 2020. Online. Internet. 18 Mar. 2020. . Available:
https://www.legion.ca/support-for-veterans.

5INTRODUCTION TO MARKETING
duties. These resources of the organization will enable the organization to support the cause and
overcome the identified problem11.
Consumers – The clients are the veterans and the people who serve for the country. They highly
appreciate the cause and purpose of the organization. They bring unity and collaboration with the people
who served the country. The organization ensures that they provide welfare facilities to the people who
served for the country. The organization plans to take additional care and ensure maintenance and
comfort for the Veterans especially the disable’s, aged, sick and the needy. The organization need to
promote their welfare to the people who are dependent on the organization.
Competitors – Royal Canadian Legion do not have direct competitors providing same service and
activities. However, there are other supporting organizations and websites to support Canadian
veterans.
Climate – Frequent changes in laws and regulations of the country affects the non profit organization.
This might retract their federal funding. The economic fluctuations might impact the operations of the
organization. The budget of the organization might increase during economic boom, volunteers also feel
economically secure and vice versa12. Royal Canadian Legion is dependent on the society and the
community they serve for. The charities and donations are the backbone of the organization.
Therefore societal impacts might affect the organization. Advancement of technology and increase in
social media platforms are favourable situation for the organization. However, charities and
donations are susceptible to various legal risks; hence this might impact the operations and activities
of the organization.
11 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.
12 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.

6INTRODUCTION TO MARKETING
4. Marketing Strategy
Market Segmentation
Geographic segmentation: Royal Canadian Legion Mainly focuses on providing support and
guidance to the veterans and armed forces of Canada. Hence Canadian veterans are targeted by Royal
Canadian Legion. The organization also takes support from the Canadian volunteers and members.
The service is provided to the people within the boundaries of Canada13. The clients and the
customers of the organization must be a Veteran and have served the country. The Armed forces and
RCMP and their families are targeted by Royal Canadian Legion.
Demographic segmentation: As per the market objective of the organization, it targets young
consumers in the country especially the young and active people to support the cause of the
organization. The organization targets young, skilled and energetic people to support the cause and
purpose of the organization.
Psychographic/behavioural segmentation – It targets the wounded warier of the nation and the true
patriots of the country for the organization. The overall and cause of the organization is to influence
young patriot people of the country who have the willingness to support the veterans who serve the
countries. It also targets the people who are currently working in the military department of the
country and are passionate about the country14. Apart from that, the organization also aims to
influence people to be patriotic and show respect towards the veterans of the country.
Product Positioning
While positioning the non profit business organization, the marketers need to analyze the
stakeholders of the organization and focus on the key strengths of the non profit organization. The
organization need to understand the key aspects of other organizations offering the same benefits to the
13 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.
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.

7INTRODUCTION TO MARKETING
armies and veterans. It needs to embody the core reason of the organizations existence. The statements to
position the organization must be committed, concise and simple in nature15. The organization need to
address the needs of the stakeholders that are to make significant difference in the lives of the veterans
and their family members. The positioning statement of the business organization must be stated in such a
way so as to ensure its positioning statement. The Royal Canadian Legion needs to position itself
considering the strategic planning of the organization in the marketplace. Positioning the brand often
leads to branding. This is the essence of non profit organizations. The organization needs to be
personalized so as to come into the view of the potential investors especially among the young and
energetic people. Having a strong and supported brand for the wellbeing and betterment of veterans
will enable the organization to enhance its positioning in the market. The Royal Canadian Legion
needs to nurture its brand in order to attain success and profitability of the business organization. The
potential beneficiaries of the organization need to have a high opinion for the services provided by
the organization .
5. Marketing Mix -
Product: The Royal Canadian Legion provides valuable services to the veterans and army people of
the country and community service organization. They provide care and support the Canadian Armed
Forces and their family members to support them what they deserve. The Royal Canadian Legion
provides assistance with the Veteran affairs in Canada. They provide support and assistance to the
people and adjust themselves to civilian life. The Royal Canadian Legion provides financial help ad
assistance by offering them generous donations and continues to help the veterans who served for the
country16. The overall purpose of the organization is to understand the importance of the veterans
who sacrificed their lives and serve the country.
15 Wymer, Walter. "Developing more effective social marketing strategies." Journal of Social Marketing (2011).
16 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.

8INTRODUCTION TO MARKETING
Place: The Royal Canadian Legion supports the veterans and armed people of Canada. Hence the
service is provided to the armed forces in Canada. The service if provided to the Canadian armies
and their families. The branches of the Legion are considered to be the cornerstones of the
community through Canada. The Royal Canadian Legion provides large volunteer bases in Canada
helping the veterans and providing youth programs, raising funds and offering them place for fun.
Promotion: The Royal Canadian Legion has tight financial capacity, therefore, it needs to implement
cost effective promotion strategy to promote its service and causes, with its limited funds. The
organization needs to take advantage of various non profit organizational programs and content
marketing. It can consider promote advertising on Google pages. It can consider the Ad Grants
programs in Google especially for the non profit business organizations. This will enable the
organization to create awareness, provide donations and recruit volunteers. Advertising on Facebook
is one of the most cost effective strategies to promote the brand and position its organization. They
can create a group in Facebook, a non profit page on Facebook which can be shared by the people.
This will also enable the business organization to collect donations for the people on Facebook and
enable them to raise funds through ‘donate buttons’. Visual element is considered to be one of the
most crucial elements for promoting a brand. After being approved for Google Ads Grant program,
they can create content marketing on other social media platforms with high quality visuals for
marketing campaigns. As per research and surveys, it has been identified that visuals on the content
can increase the number of views and increase consumer engagement. Instagram can be used to
promote its mission and vision. The Royal Canadian Legion ca also considers regular blogging.
Increased awareness of the service offerings of the company will enable the business organization to
enable young people to subscribe for the membership.
Conclusion

9INTRODUCTION TO MARKETING
The Royal Canadian Legion promotes remembrance of the veterans, community, and their
family members. The overall purpose of the organization is to make positive changes and differences
in the lives of the veterans and their family members. However, the business organization has been
declining its membership and volunteers. They are unable to attract energetic and young people as
compared to other high profit organizations in the industry. The membership and volunteer are the
support of the organization that contributes to the weight and takes an active part in the mission and
vision of the organization. The marketing objective of the organization is to promote the cause of the
service and to enrich the lives of the veterans who have sacrificed their lives for the people. The
marketing plan aims to increase awareness of the service among the local people especially among
the youths to influence them to become a member or volunteer of the organization. The report has
determines the marketing strategies to be incorporated by The Royal Canadian Legion.. The report
has analyzed the internal and external business environment. It has been identified that the
organization does not face direct competition from other organizations. Moreover, the report has
analyzed the market strategy. It has also determined the product positioning of Royal Canadian
Legion. The report has provided a marketing mix strategy of the organization

10INTRODUCTION TO MARKETING
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.

11INTRODUCTION TO MARKETING
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).