Marketing Management: UNICEF Brand Revitalization in Cyprus

This report focuses on developing a brand awareness strategy for UNICEF in Cyprus to attract new pledge donors and retain existing ones. It begins with an introduction outlining the importance of pledge donors for UNICEF's global operations. A situational analysis, including a SWOT analysis of the charity sector in Cyprus, examines strengths, weaknesses, opportunities, and threats, considering the political and economic environment. The report then reviews UNICEF's brand audit, including its logo, tagline, and communication strategies. The core of the report proposes a brand revitalization strategy, suggesting a Twitter campaign and an online newsletter to influence young individuals and provide potential donors with essential information. The discussion includes internal and external opportunities and threats, political and economic environments of Cyprus, and the importance of online donations. The conclusion summarizes the key findings and recommendations for UNICEF to achieve its strategic goals. The report is a comprehensive analysis of UNICEF's marketing challenges and opportunities in Cyprus.

UNICEF: Engaging a new generation of pledge donors through revitalization
NAME OF STUDENT
NAME OF COLLEGE
AUTHORS NOTE
Running head: MARKETING MANAGEMENT

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Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Conclusion.....................................................................................................................................15
References......................................................................................................................................16
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Introduction
The report focuses on the development of brand awareness strategy for UNICEF in Cyprus. The
main aim of the report is to prepare a brand revitalization strategy for UNICEF in Cyprus in
order to attract new pledge donors towards the organization and to retain the current pledge
donors of the organization as without the contribution of the donors’, the organization will not be
able to accomplish its strategic goals and objectives. The proposals which has been made during
the course of the report is to attract more pledge donors towards the organization by designing a
twitter campaign as social media platforms such as Twitter helps in influencing the perceptions
of young individuals towards such non-profit organizations and designing an online newsletter of
the company which will provide all required information required by the potential target
customers in order to get attracted towards the organization.
Discussion
Situational Analysis
The situational analysis of the charity sector of Cyprus involves conducting the SWOT analysis
regarding the charity sector in the country which will help in identifying the strengths which are
associated with the charity or non-profit sector in Cyprus, the weaknesses or issues faced by the
charity of non-profit sector of the country, the opportunities which are available to the charity or
non-profit sector in the country and the threats which are faced by the charity or non-profit sector
of Cyprus. Along with the SWOT analysis, the situational analysis will also contain overview of
the political and economic scenario of the country in order to get a detailed idea regarding the
macro environment of the country.
The SWOT analysis of the charity and non-profit sector in Cyprus is as follows:
Strengths- The main strength of the charity and non-profit sector in Cyprus lies in the increase in
revenue mainly from online donations as majority of large youth population of the current wold
make their donation through online platforms. The other strength of the charity and non-profit
sector in Cyprus lies in the increasing adoption of social channel as a part of the overall plan of
charity and non-profit organizations. As stated by Vercic and Zerfass (2016) the other strength of
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the charity and non-profit sector of Cyprus is the progress in integrating fundraising across
various channels. The other strength of the charity and non-profit sector of Cyprus is conducting
various innovative campaigns in order to attract a large number of potential donors and fund-
raisers towards the sector. The other strength of the charity and non-profit sector in Cyprus is
increasing focus on design of the social media platforms, user experience offered to the
fundraisers and donors in social media platforms and various other online platforms and design
of the content which are used in the promotional campaign of charity and non-profit
organizations.
Weaknesses- The main weakness of the charity and non-profit sector in Cyprus lies to lack of
adoption of proven practices and leading marketing techniques in promoting the organizations
belonging to the non-profit sector. As opined by Kasap and Gürçınar (2018) the other weakness
of the charity and non-profit organizations in Cyprus is robust testing planning and discipline is
not yet status quo for online fundraising in the country. The other weakness of the charity and
non-profit sector in Cyprus is the obstacles provided by the organizational structure of the
organizations belonging to the non-profit sector in Egypt. The other weakness of the charity and
non-profit sector in Cyprus is lack of key skillsets and career paths in social and analytics among
the human resource working in the charity and non-profit sector of Cyrus. The other weakness
which is associated with the charity and non-profit sector in Cyprus is lower priority and
sporadic regarding mobile friendly designs.
Opportunities- As stated by Reardon (2016) the main opportunity for the charity and non-profit
sector organization in Cyprus is to enable organization enabled crowdfunding which can help in
creating significant new revenue streams and can also help in engaging supporters through social
media platform with minimum impact on the resources of the organization. The other
opportunity for charity and non-profit sector organizations in Cyprus is by stepping up
personalized supporter communication, including better targeting and better timing. The other
opportunity for charity and non-profit sector organizations in Cyprus is by marketing noises as it
leaves opening for creativity and innovative testing. The other opportunity for charity and non-
profit sector organizations in Cyprus is by researching and converting new demographics
through popular channels and platforms. As opined by Andrei et al. (2017) the other opportunity
for charity and non-profit organizations in Cyprus is by implementing mobile and responsible
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design sites. The other opportunity for the charity and non-profit organizations in Cyprus is by
initiating major donor programs which have only scratched the surface of potential for online
driven high dollar gifts. The other opportunity for the charity and non-profit organizations in
Cyprus is by initiating community-driven fund raising results, such as giving days as they are
benefitting from converging fundraising trends. The other opportunities which can be capitalized
by the charity sector and the non-profit sector organizations are local engagement, online
fundraising, corporate citizenship and donor driven giving.
Furthermore opportunities can be classified as internal opportunity and external opportunity
depending upon their point of existence. The internal opportunities and external opportunities for
charity and non-profit organizations in Cyprus are as follows:
Internal opportunity- The main internal opportunity for the charity organizations in Cyprus is
appointing transformative leaders belonging to other sectors for spearheading the growth and
development strategy of the charity organizations. As opined by Han (2017) the other internal
opportunity for the charity organizations of Cyprus is to launch new programs and initiatives in
order to capture the attention of the local communities. The other internal opportunity for the
charity organizations in Cyprus is developing a new branding and communication strategy to
reach to a larger section of the community. As opined by Fudurić and Mandelli (2017) the other
internal opportunity for the charity organizations in Cyprus is initiating staffs development
opportunities in order to increase the skills and capabilities of the human resources of the charity
organizations so that they can work more effectively towards achieving the goals of the
organizations. The other internal opportunity for the charity organizations in Cyrus is initiating a
new capital project in order to rebrand the organizations.
External opportunity- The main external opportunity for the charity organizations in Cyprus is to
aware the local community regarding the services provided by the organizations and its value
and importance to the society.
Threats- The main threat for the charity and non-profit organizations in Cyprus is decrease of
click through and open rates which make it difficult to gain attentions of donor in online
platform. The other threat for the charity and non-profit organizations in Cyprus is rise on
smaller charity and non-profit organizations as they quickly innovate online as a result of agility
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for their small size. The other threat for the charity and non-profit organizations in Cyprus is
increased competition regarding the donations and time of the supporters of the charity and non-
profit organizations. As opined by Deschamps and McNutt (2014) the other threat for the charity
and non-profit organizations in Cyprus is confusion regarding platform and provider especially
for growing trends such as crowdfunding. The other threat for the charity and non-profit
organizations is lack of sufficient resource commitment regarding online and social platforms
which restricts the revenue growth of the organizations.
Furthermore threats can be classified as internal threats and external threats depending upon their
point of origin. The internal threats and external threats for charity and non-profit organizations
in Cyprus are as follows:
Internal threats- The main internal threat which is observed in context of the charity
organizations in Cyprus in lack of effective leadership in the charity organizations due to high
turnover rate of the top level management of the charity organizations. As opined by Kreander,
McPhail and Beattie (2015) the other internal threat for the charity organizations in Cyprus is
that various projects and improvement programs have been put on hold due to lack of leadership
and high turnover rate of higher management in the charity organizations. The other internal
threat for charity organizations in Cyprus is lack of communication and fund raising experts in
the charity organizations due to small size of the organizational boards.
External threats- As opined by Pelletier (2018) the main external threat which is observed in
context of the charity organizations in Cyprus is that the larger community in which the charity
organizations, are not aware of the services provided by the organization and therefore they
refrain from making donations and contributions to the charity organizations.
Political and economic environment of Cyprus
The main challenge which is observed in case of Cyprus is the political problem as a result of the
inter-communal violence which started on 1963, and of the 1974 war and also as result of
Turkish invasions, Cyprus is a divided island. The norther part of the country, lies the self-
proclaimed Turkish Republic of Northern Cyprus, is a de facto state under Turkish
administration, not recognized by the internal community. The republic of Cyprus, the state
which de jure holds sovereignty of the whole island is a full member of both the United Nations
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and the European Union. And, as a result, it largely affects the society, the local culture and the
work done by the charity organizations. As stated by Arvidson and Lyon (2014) while some non-
profit organizations try to preserve the traditional culture and dialect of the country, which they
perceive are under attack, some non-profit organization and voluntary organizations advocate for
a solution according to the international law, while various other charity and non-profit
organizations try to promote intercultural and inter-religious understanding and peaceful
understanding between the Greek-Cypriots and Turkish Cypriots.
As opined by PR Newswire (2015) additionally, the accession to the European Union has
develop a new political and economic environment, with enhanced opportunities for the non-
profit and voluntary sector, which include co-operation with organizations from other EU
countries, funding, and mobility of volunteer and staffs which is particularly true for
organizations who are involved in education, training, youth and sports, which can be supported
under the EC Erasmus+ Programme.
Whereas, conversely the global financial crisis and its after-effect on the Eurozone, of which
Cyprus is a member, have currently created a challenging environment in terms of economy and
finance for the people of Cyprus as a whole, and for the non-profit and charity sector in
particular especially after the adoption of Bail-out programme adopted by the banks of Cyprus
and due to the adoption of the Memorandum of Understanding between the EC and Republic of
Cyprus.
Brand audit
Logo- The logo of the company has remained constant throughout the years as the organization
believes that the logo unifies and represents the organization and its brands and it has been
designed specifically not only to symbolize the name, but what the company stands for- children.
Tagline- The previous tagline of UNICEF was “unite for children” which has been replaced by
“for every children”, in order to address it service in support of millions of children around the
world, after it was discovered in a survey that less than 50% of respondents associate UNICEF
with children.
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Brand communication- UNICEF uses multiple platforms in order to communicate its brand
effectively to its target audiences which helps in attracting large volumes of donations and
support from numerous organizations and individuals. UNICEF mainly communicates its brand
through the various initiatives and programs which are undertaken by the organization in order to
promote the rights and improve the lives of the world’s most vulnerable children. UNICEF also
communicates its brand by sponsoring and supporting various social causes and initiatives and
by endorsing their brand through various eminent personalities.
Conceptual map
Source: Author
Single Line signifies weakest link
Double line signifies medium link
Triple line signifies strongest link
Current contributors
The current contributors of UNICEF in Cyprus are middle aged individuals who remain socially
regarding various current issues which is affecting the society of Cyprus and who eagerly
7
UNICEF Huge volumes of
donation
Supported by all
countries
Global brand
identity
Fights for rights for
children worldwide

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contributes to the organization in order to witness change in the society and to maximize positive
outcomes of the society. These individuals are both male and female within the age group of 35-
65 and are loyal donors to the organization as a result of the global reputation of the organization
in achieving positive results and outcomes for the society.
As stated by Ayman, Kaya and Kağan (2018) the other current contributor of UNICEF in Cyprus
are social, human rights and children rights activists who desperate try to reduce the inequality
and disparity in the society by getting actively involved in various campaigns which helps in
promoting international peace and prosperity and also aim to secure the lives of children globally
by arranging funds for the under-privileged children to oversee their growth and development
from childhood to adolescent. This group of individuals belong to the age group of 25-55.
Potential target audiences
As stated by Syrdal (2016) the potential target audience for UNICEF who can be likely future
pledge donors of the organization are teenagers belonging to the age group of 15-25 and young
and upcoming professionals who have recently began their professional career or are likely to
begin their professional career shortly. The profiles of the potential target audience for Cyprus
are as follows:
Profile 1
Target individuals- Teenagers
Age group- 15-25
Source of income- Casual jobs or pocket money
Average income- $25-$50
Education level- Studying in undergraduate and post graduate courses
Gender- Male and Female
Activities- Organizing social events, participating in community welfare events, organizing
health check-up and blood donation camps, contributing to local and regional causes and
promoting volunteering activities
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Interests- Highly connected and attached with social media platforms, contributing in global and
regional causes, high brand awareness and attracted by eminent personalities and brand
ambassadors
Profile 2
Target individuals- Young and upcoming professionals
Age group- 20-27
Source of income- Salary, Internship stipends, casual jobs
Average income- $50-$150
Education level- Completed graduation and under graduation courses or any other professional
courses
Gender- Male and Female
Activities- Contributing towards corporate social responsibility initiatives of corporate sector,
networking with other professionals, actively associated with donation and fund raising programs
and activities.
Interests- As opined by Vessels (2018) highly connected and attached with social media
platforms, feeling of being socially responsible and socially aware, willing to contribute for the
sake of promotion children education and highly aware of the activities which are undertaken by
various local and global Non-governmental organizations and charity organizations.
Media Landscape
As opined by PR Newswire (2016) the media outlets which are observed at Cyprus are print
media, publishing, radio broadcasting, television broadcasting, cinema, telecommunications and
the Internet. The above mentioned media outlets cover every location of the country and every
form of media outlet is popular in the country depending up the age and preferences of the
general audiences.
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As stated by CLIFFORD (2017) the various media outlets exerts high influence on the audiences
of the country as the media plays an important role in the decision making process of the
individuals of the country. It is mainly observed that the middle aged individuals of the country
do not rely on media reports and portrayals completely in order to make their day to day
decisions but it is mainly observed that the representatives of the younger generations rely a o on
various media outlets in order to make their majority of decisions or to develop a perception
regarding a topic or an entity.
In case of the potential target audience of UNICEF it is mainly observed that the media outlets
which exert the most influence on the teenagers and young and up-coming professionals are
social media platforms such as Facebook, Twitter and Instagram and also influenced by printed
and online newsletter.
The relevance of the above stated media outlets on the potential target audience of UNICEF are
as follows:
Facebook- Facebook is one of the most popular social media platform globally which are
accessed by millions of individuals round the world. It provides a platform to connect with
multiple individuals and stay informed about the. As opined by Financial Mirror (2014) the
news feed and the stories of various organizations such as UNICEF are shared on Facebook
which receives views from millions of users which in turn making the story or news of the
organization viral in nature which helps in influencing the perceptions of individuals regarding
the organization, thereby developing the popularity and perceptions of the organization.
Twitter- Twitter is another popular social media platform which allows users to share views and
thoughts on the platform and also enables them to follow or re-post the views and opinions of
other individuals if they agree to the same. Twitter enables the users to remain updated regarding
the views and updates of their role models and the individuals whom they admire. As stated by
Meng, Reber, and Rogers (2017) various organizations such as UNICEF use twitter in order to
communicate their views and opinions regarding various social issues and causes and thereby
gain support from various users regarding such issue or causes which helps in developing an
image and perception of the organization in the minds of the users or individuals which in turn
helps in increasing the reputation of the organization among the users.
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Instagram- Instagram is a photo sharing platform which has gained popularity in recent times
which allows the users to share their images and also enables to view recent images of various
eminent and popular personalities whom they admire or follow. The photos of Instagram become
viral in a very short span of time as a result of increasing popularity of the platforms. As stated
by Ngai et al. (2015) organization such as UNICEF needs to upload various meaningful
photographs which portrays various meaningful messages through their Instagram account in
order to gain popularity and views among the users and enables to develop the perception of the
users regarding the organization.
Online newsletters- Online newsletters of various organizations also help in influencing the
decision making process of millennials and young and upcoming professionals and help them to
develop their perception regarding an organization. Online newsletter helps in providing detailed
information regarding the goals and objectives of organizations and the strategies adopted by the
organization in order to meet those goals and objectives. As stated by Dahl, Eagle and Low
(2015) newsletter also provides detailed information to individuals regarding the current
activities which are being performed by the organization and their implications and benefits
which allow an individual to get detailed information regarding an organization. Online
Newsletter also provides information to the individuals regarding the financial performance of
the organization and its implications which helps in increasing the transparency of an
organization and therefore they are perceived as trustworthy, ethical and transparent
organizations by individuals and in turn gets attracted towards the organization.
Communication Strategy
The objectives of the communication strategy of UNICEF are as follows:
 To provide information to the potential target audience regarding the organization and the
services provided by the organization so that they gain complete information regarding
the work done by the organization and its implication on the community and the society.
 As stated by Zasada (2017) to develop the perception among the potential target audience
regarding the organization so that they perceive as organization as a trustworthy and
reliable organization who is working for the empowerment of children and to fighting for
the rights of children all over the globe.
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 To develop awareness among the society regarding the social cause for which the
organization is achieving so that the society understands the vitality of the social cause
and join hands with the organizing for achieving positive outcomes for the society.
 To attract new pledge donors towards the organization in order to carry out the current
and future programs and plans as devised by the organization in order to fight social evil.
 To retain existing pledge donors in the organization so that the organization successfully
accomplishes its set goals and objectives aimed towards maximizing positive outcomes
for the society.
 As stated by Jungbok (2015) to increase the brand awareness of the organization so that
more and more donors are attracted towards the organization and more and more
individuals join with the organization in order to fight social injustice against children.
 To develop positive brand image of the company that has been hampered by various
negative publicities regarding the organization.
The mediums which will be selected for the communication strategy of UNICEF in Cyprus are
as follows:
Twitter- The first and foremost medium which can be suggested to UNICEF for developing
brand awareness of the organization is promoting the organization through Twitter as it will
enable the organization to make the message of the organization viral in a short span of time. The
message which will be used in TWITTER by the company is as follows:
“Let us all take the initiative to promote the rights of the children all over the world so that we
can witness a future world full of joy and smile. Let us believe that we and you can make a huge
difference in the society by joining hands which will make the world a happier place to live”.
As opined by Cordery, Fowler and Morgan (2016) the message of the company will be posted in
the official twitter handle of the organization along with a heart-touching image of a child
striving to live a better life by crossing various hurdles which will emotionally appeal to the
users to support the cause of the company. As opined by Milde and Yawson (2017) the message
of the organization along with the picture should tag various eminent global and national
personalities for supporting their campaign and which in turn will be shared by the eminent
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personalities to their known ones which will help in making the campaign of the company viral
in a short span of time.
Online Newsletter- UNICEF should also focus on designing an online newsletter in order to
appeal to the representatives of the younger generation so that they gain attracted towards the
initiatives of the organization. As stated by Byrum (2014) the online newsletter of the
organization should focus on providing details to the audiences by providing information
regarding the organization and their reason for existence. The online newsletter of the company
should provide detailed information regarding the goals and objectives of the organization and
their implications on the entire community and society. The online newsletter of the company
should also provide detailed information regarding the achievements of the organisations and its
implications on the society. The online newsletter should also provide information regarding the
current initiatives adopted by the organization in order to develop interests among the youth
population. As stated by Carvalho and Sampaio (2017) the online newsletter of the company
should be supported with facts and figures in order to increase the credibility of the information
being provided by the organization. The online newsletter of the company should be designed
with heart touching and heart breaking images of children all over the world suffering from
various types of social curses which will help in emotionally achieving the audiences and
attracting them towards the campaign of the company. The online newsletter of the company
should be made available in the official website of the company so that it can easily accessed by
all types of audiences.
The budget of the communication strategy of the company is $1.2 million dollar which will be
used not only to design the content and design of the twitter campaign of the organization and
designing the content of the online newsletter but also it will be used to provide various free
merchandises in the forms of t-shirt and accessories to the individuals who have joined the
organization as a pledge donor in order to increase their enthusiasm towards the activities of the
organization.
Customer Journey map
Customer Journey map of UNICEF is as follows:
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Source: Author
Performance Evaluation Mechanisms
According to Zerfass, Verčič and Volk (2017) the relevant metrics or performance evaluation
mechanisms which will incorporated in the communication strategy of the organization is by
determining the number of retweets which the twitter campaign of the organization have
received, the number of likes generated by the twitter campaign of the organization, the number
of times the online newsletter of the organization have been downloaded by the individuals. As
stated by Vedenhaupt (2016) in addition to the above mentioned metrics, the performance of the
communication strategy of the company can also be determined by the number of new
memberships of the organization, the amount of donation received by the organization and the
increase in the number of pledge donors of the organization.
According to Carter (2016) the major issue which has been observed in majority of charity
organizations in Cyprus is lack of publicity and promotion of the charity organizations which
results in lack of funding and donations in the organizations. As the main source of funding for
14
UNICEF
Online
Web site
Social media
Presence blogs customer
community
bespoke
social
experiences
influencer
engagement
Search
paid ads SEO
e-mail
Offline
mass media
Print TV
celebrity
endorsement Sponsorships
Events Sports
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the charity organizations in public funding and donations, therefore it remains very important for
those organizations to convince the general public so that they donate towards the organization.
Due to lack of promotion of the charity organizations and their initiatives, in various types of
media, the general public of Cyprus remain unaware of various charity organizations and their
incentives, and therefore they refrain from funding the initiatives of the organization.
The strategic approach which has been developed in the current report in context of UNICEF
could be applied for the other charity organizations in Cyprus also. The charity organizations of
Cyprus must design a promotional campaign in order to appeal to a large number of individuals
for supporting the cause of the organization by making charitable donations. As opined by
Hamilton (2016) the charity organizations of Cyprus must develop social media campaigns by
focusing on the initiatives of the organizations and their implications and endorse it through
various eminent personalities of the country in order to grab the attention of the customers. The
charity organizations must also focus on promoting their organizations by organizing various
camps for providing social service which will not only enable them to promote their organization
and their activities but also will enable them to gain reputation among the common people.
Conclusion
From the above report it can be concluded that the brand revitalization strategy is a vital
requirement for UNICEF in Cyprus not only to attract new pledge donors and retain existing
pledge donors but also ensuring the continuity of the pledge donors’ so that the organization
succeeding in its goal of eradicating and poverty in the world and to promote the welfare of
children all over the world. From the above report it can also be concluded that the
communication strategy which has been designed for UNICEF will also help in developing the
perception of the general audience regarding the organization and will help in preventing
negative publicity of the organization.
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