Yan Chi Grace IP S5125552 7004MKTSocial Marketing Analysis Report

This report analyzes the 'Leave It' program, a social marketing initiative implemented in Redland City, Australia, aimed at reducing dog attacks on koalas. The program, based on the NSMC benchmark criteria, involved public seminars and train-the-trainer workshops for dog owners and trainers. The report evaluates the program's methods mix, behavioral change strategies, theoretical underpinnings, segmentation approaches, competitive landscape, customer orientation, insights, and exchange mechanisms. The analysis reveals strengths and weaknesses, such as the program's focus on dog abilities rather than addressing specific behavioral issues. The report suggests improvements like enhanced segmentation based on dog owner demographics and concerns, and incorporation of insights from dog owners. Furthermore, it suggests leveraging partnerships with other koala organizations and utilizing more effective promotional tools, such as direct email campaigns, to increase program awareness and impact. The report concludes by emphasizing the need for a more customer-centric approach and a wider focus on wildlife protection to enhance the campaign's effectiveness.