Detailed Rationale for V4You Communications Strategy at Vinnies

This report presents the rationale behind the communications strategy for the V4You campaign, an initiative by Vinnies (St Vincent de Paul Society) aimed at supporting children, youth, and families facing homelessness and disadvantage. The report details the campaign's objectives, which include increasing awareness of V4You, expanding service access, and establishing the brand as a long-term solution. It identifies the target audiences (children, young people, parents, and various stakeholder groups), justifies the chosen advertising channels (primarily public transportation), and outlines the key messages centered on supporting vulnerable communities. The report covers the integration of the campaign with social media, the budget allocation for different advertising components (bus interiors, exteriors, and shelters), and the timeline for implementation. The conclusion emphasizes the campaign's potential effectiveness in reaching a broader audience and achieving its goals.

Running head: RATIONALE FOR COMMUNICATIONS STRATEGY
RATIONALE FOR COMMUNICATIONS STRATEGY
Name of the Student
Name of the University
Author Note

1RATIONALE FOR COMMUNICATIONS STRATEGY
Introduction
The study is a rationale for the four advertisements that have been created for the
“V4You” advertisements for the company Vinnies. The purpose is to rename the KEEP program
or the Kids Engaged in Education to ‘V4You’. The advertisements have been made in view of
the major goals of the organization. Various channels have been used to greatly enhance the
audience reach of the company. Vinnies have been assisting people of the disadvantaged
communities for over 160 years. The organization is especially focused on guiding the homeless,
the underprivileged children and youth across Australia. The advertising campaign is aimed at
garnering more support for the organization.
Goals
 Gathering the support of a large number of audiences towards successfully
carrying out the major events
 Offering essential provisions to the largest possible number of vulnerable
communities and homes poverty stricken youths and children
 Reaching out to the maximum number of target audiences through the media
channels used
 Establishing a strong network and presence through the advertising campaign for
improving prospects for further growth and development of the organization
Objectives
 Increase awareness of V4You among target audiences
 Increase access to V4You services

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 Brand V4You as a lifelong, cross-generational solution for families and CYP
 Host successful events that raises awareness and creates WOM and social media
traffic
 Create innovative, eye-catching advertisements that do not dilute the key
messages
 Create new and/or reuse old corporate partners where both parties benefit
Publics
Major stakeholders
 Children and Young People (CYP) - ages 0-17 years old.
 Parents and direct relatives/carers of CYP
All Stakeholders
 Employees
 Members
 Volunteers
 Beneficiaries
 Donors
 Other NGOS
 Local Community
 Government

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The team has undertaken research to establish sub-classes of these stakeholders in an effort to
create more tailored and directed communication strategies. These categories are based off the
varying types of homelessness or struggle that CYP and parents may be facing.
They include the following;
 Partial or intact families with CYP. (Including grandparents)
 Partial or intact aboriginal families with CYP. (Including grandparents)
 CYP without guardians.
 Women and CYP, often victims of domestic abuse.
 Men and CYP.
 Parents and/or CYP who are struggling with drug and alcohol-related issues
Justification of chosen factors
The chosen factors are important for the success of the entire project of Vinnies. The
organization wants to get enough donations for their cause from the identified target market. The
chosen factors of the 4 advertisements are effective in reaching a wide number of audiences. At
the same time, having multiple advertising channels would enable the organization to cater to the
requirements of all the identified stakeholders. Selecting busses and bus transportation stations as
the advertising places can ensure maximum audience reach. Through this the daily commuters
can easily be accessed. Maximum audiences can be reached through public transportation
systems.

4RATIONALE FOR COMMUNICATIONS STRATEGY
Justification for choice of product
The product is essentially the brand of Vinnies and the events they organize in favor of
helping the major stakeholders. The product meets the demands of the stakeholders. It is
designed to be effective towards attracting the attention of the target audiences. It becomes
important that a significant event is used to promote Vinnies as a brand. V4You does the same
effectively. KEEP was not as attractive as V4You. “V4You” provides a more direct message in
regards to the major aims and operations of the organization. Hence, the product is in line with
the aims and objectives that the organization associates with it. A more accurate projection of the
brand would help to get more contribution towards the causes of the homeless and the
underprivileged sections of the society. The focus here is the creation of an effective brand
image. The people need to know what the organization does and how effectively.
Distribution and Logistics plan
The distribution channel that is being used is the public transportation. The transportation
services that would be used are urban based transportation services these services reach the
maximum number of people in the urban areas. Naturally, these forms of transportation services
would be used to display the messages. The city lines would be used from around 8:00 AM to
9:00 PM. The bus lines that lead to the major business areas would be used. The routes which
have the busiest traffics need to be used. The stations would be located at the key junction areas
of the city. The focus is on getting the larger number of the target audiences to read and interact
with the message.

5RATIONALE FOR COMMUNICATIONS STRATEGY
Key message penetration
The key messages that the organization is planning to deliver are aligned with the major
goals and objective of the organization. One of the important messages would be supporting the
children, youth and families of today, tomorrow together. The Ad will call on the target
audiences to contribute towards the cause. Charity ad proposal for discount would be displayed
to the audiences through the entire campaign. The message needs to penetrate among the
audiences to make sure that effective following is reached.
Integration with peer work
The bus campaign would be aligned with the social media campaign of the organization.
Additionally, the live campaign would also be promoted. The #V4You would be used in social
media. The images would be kept the same for ensuring quick identification. The event dates and
venues would be provided through all the media channels. Importance would be given towards
the essential promotion of the events and the motives of the organization through an integrated
subsystem of omnichannel advertisements. For example- the advertisements displayed at the
busses would be shown on the social media video campaigns.
Budgeting
Category Details 6 months cost
Bus interior Ad Around 4000 posters would be
required for the interiors
AUD 800
Bus bench Ad About 400 specially designed AUD 1000

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posters
Exterior Ad About 600 large posters are
required
AUD 1060
Bus shelter Ad Some 500 posters would be
required. LED would be
required for night visibility
AUD 1700
Labor Costs Around 400 people would be
required for the various tasks
AUD 1800
Miscellaneous expenses Other expenses such as
permissions, unprecedented
expenses
AUD 200
Total AUD 6560
Timeline
Week 1-
3
Week 3-
6
Week 6-
9
Week 9-
12
Week
12-15
Week
15-18
Week
18-20
Planning the
campaign
Setting up interior
ads

7RATIONALE FOR COMMUNICATIONS STRATEGY
Setting up bus
bench ad
Bus exterior ad
Bus shelter ad
Post Ad.
maintenance
Conclusion
In conclusion it can be said that the campaign can be effective and productive in view of
the entirety of the marketing and promotional initiatives. All the major stakeholders of the
organization would be benefited due to the program. The campaign will benefit the ultimate aim
of the program and an essentially larger audience can be reached considering the aims of the
campaign.

8RATIONALE FOR COMMUNICATIONS STRATEGY
References
Anon, 2019. Poverty in Australia is of great concern to the St Vincent de Paul Society. [online]
Vinnies.org.au. Available at: <https://www.vinnies.org.au/> [Accessed 10 May 2019].
Bhatia, T., Reiley, D., Lewis, R., Bax, E.T. and Kantak, D.V., Yahoo! Inc, 2011. Online and
offline advertising campaign optimization. U.S. Patent Application 12/726,683.
Tranfield, D. and Starkey, K., 1998. The nature, social organization and promotion of
management research: Towards policy. British journal of Management, 9(4), pp.341-353.