Principle of Marketing: Wollongong Homeless Hub Marketing Plan

This report provides a detailed social marketing plan for the Wollongong Homeless Hub, an Australian organization dedicated to ending homelessness. The plan aims to increase awareness, attract volunteers, and boost donor contributions through a comprehensive approach. The report includes an executive summary, problem statement, target market analysis (primary and secondary), and a review of successful marketing techniques. A SWOT analysis is conducted, and survey results are presented to evaluate the effectiveness of a public service announcement (PSA). The creative strategy encompasses cognitive and conative objectives, a positioning statement, and recommendations for social media campaigns. The report concludes with actionable recommendations for the Hub to enhance its marketing efforts, and includes a detailed analysis of the Hub's services and operations, including transitional housing support, crisis management, and outreach programs.

Running head: PRINCIPLE OF MARKETING
Principle of marketing
Name of the student
Name of the university
Student ID
Author note

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Executive Summary
Wollongong Homeless Hub, is located in Wollongong, Australia is committed to ending
homelessness. This thesis delivers a social marketing plan in a very comprehensive manner. The
purpose is to grow awareness of homelessness in Australia. And to develop volunteer and donor
asd well, involved with Wollongong Homeless Hub. Inorder to complete thses prerpose the
company has to make a social promotion plan and it was established by reseacrching the targeted
volunteer and donor, homelessness and successful movements from other homeless shelters.
Additionally an online survey was conducted to test the effectiveness of a “public service
announcement” (PSA) and collect information concerning Wollongong’s operation and media
relations. The result based on the survey used to review thye PSA and provide recommendations
for the social marketing paln.

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Table of Contents
Introduction......................................................................................................................................4
Problem statement...........................................................................................................................5
Target market...................................................................................................................................5
Primary target matrket.....................................................................................................................6
Secondary target market..................................................................................................................6
Successful Techniques.....................................................................................................................7
Market analysis of Wollongong Homeless Hub..............................................................................8
Support in transitional housing-.......................................................................................................8
Homeless hub crisis-........................................................................................................................8
Glider accommodation pre/post crisis support-...............................................................................9
Outreach service delivery-...............................................................................................................9
SWOT analysis matrix...................................................................................................................10
Statiastics of Transitional Housing Support..................................................................................11
Craetive strategy............................................................................................................................12
Cognative and conative objectives................................................................................................12
Positioning Staement and slogan...................................................................................................13
Vision of Organization..................................................................................................................13

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Methods.........................................................................................................................................13
Survey result..................................................................................................................................14
Demographics................................................................................................................................14
Participant motivations and experience.........................................................................................14
PSA analysis..................................................................................................................................14
Communication/ social media.......................................................................................................14
Recommendations..........................................................................................................................15
PSA layout.....................................................................................................................................15
Social media recommendations.....................................................................................................15
Additional recommendation..........................................................................................................15
Conclusion.....................................................................................................................................16
Reference.......................................................................................................................................17

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Introduction
The aim of social marketing campaign is to make the public service announcement very
effectively and communication campaign for Wollongong Homeless Hub. Homelessness is a big
issue which is currently affecting all areas of Australia with 116,427 people, that were counted in
the in the survey. It is very essential to complete this project as the homelessness number
amplified by 13.7% in 5 years. This campaign will suely increase the awareness within
homelessness in Wollongong, Australia and enhance volunteer and donor rates.
As an independent marketing consultant, a marketing plan is being created on
Wollongong homeless hub. The company was established in October 2013, is an one stop shop
for the resources available to homelessness. From this single point a customer can access a
multiple agencies. It is a free platform where computers, photocopies, fax machines and
telephones are presented to the customer. “Wollongong Homeless Hub” is a professional
homelessness service provider to such homeless people. It generally offers information, support,
referral and advocacy to the homeless people. The company helps and supports various customer
profile who involves culturally and diversified backgrounds, youth, refugees, indigenous, new
settlement and also those group and individuals who has a significant constraints to seek a
private housing like children and women escaping domestic violence, single parent families
those people who was addicted by drug and alchohol, also those people who is living in a mental
condition. The purpose of the company is to fulfill the gap between the homeless people to
home. Since the the company is providing a homless services then the target group would be
anyone over the age of 18 years. This paper also suggests that the key functions of the committee
is to grow and favor the rules and policies. It gives an idea of business stratergic plan, manage
financial plan, leagal responsibilities.

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Problem statement
Homelessness is described by the local government as an individual who do not have
residence including public whose primary residence is supervised. A facility by private that
offers temporary living accommodation. Homelessness is standing as a real world problem that
challenges various groups (Yadav 2016).
Negative childhood experience such as abuse (Moore and Ramirez 2016) and neglect, as
a result the people become homeless.
It has been observed that mental illness, psycho problem, critical illness often the primary
cause of homeless, as they are unable to get job and retain. So the origin of homelessness is the
failure to hold an apartment, house or such parallel structure.
Proverty is a key element of an universal risk factor of homelessness (Kushel 2018), at
the time of experiencing of personal crisis, poor people generally do not have that idea to get out
of that financial trouble and it occurs homelessness.
Target market
Use of campaigns related to social marketing by the non-profit organization (Butler and
Wilson 2015), like Woellongong Homeless Hub targets te benefits of involvement. In the
commercial marketing techniques, social marketing (Goldberg, Fishbein and Middlestadt 2018)
adaptability is for planning, executing and evaluating te programs that aims to effect the
behaviour of te target people. The maximum portion of social promoting plan run through social
media stages (Bucher and Helmond 2017), making it importance the target audience find this
mechanism of statement interesting.

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Social marketing campaigns must follow a maximum range of volunteer enthusiasms
(Stukas et al 2016), because peoples are inspired by different activity even when they participate
in the same activity. Motivation is influenced by both the inner factors and exterior factors. The
internal factors indicates desire to help others whereas the external factors such as the social
influence (Hamari and Koivisto 2015)from friends and family.
Primary target matrket
The primary target market for this company is social marketing plan involves adults age
above 18, as described by the management of the company. It can be described that bacholar’s
degree or more education lead volunteering at a higher rate of 38%, adults with some college and
associates degree 26.5% and then it follows high school pass 15.6%.
On the basis of age group 36-51, this research is used for demographics and
psychographic analysis, even there might be a slight variance of age factor. Generation X is
stated, they are spending 20 or more time on internet with 58% broadcasting that their primary
activity is on social networking. About 12% of Generation X (Dhanapal, Vashu and
Subramaniam 2015) has stated that to donate with the organization is to dealt with social or
wealfare issues in the last year.
Secondary target market
The secondary target market involves adults age between 18 to 24 existing in
Wollongong, Australia. Graduates people who is lies between these above mentioned age is
more likely to volunteer. Normally people with higher education ususlly do better associate role
rather than less education people. The secondary target market is referred to as young

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“Millennials” (Fry 2016), where it describes the age of 18 to 34. It is valuable for the
organization to inspire its Current Millennial Volunteers about donating and voluenteering in
their work place.
The main method of communication is majorly depends on social media. As the survey
suggests Facebook users reflects a broad user base, Instagram users are average of 500 million
operators along with the maximum percentage of 53% of users being between the age of 18-29.
Lastly 313 million monthly users followed by twitter, which is the minimum of three top social
media stages. Successful social media advertising sermons and targets this emotional
connections to collect supporters for a social cause. Both the target audiences gives value to the
social media and utilise on a daily basis to communicate with. Therefore the company has
potentiality to absorbe extra volunteers and donors on the social media, at the time of making a
difference in community positioning.
Successful Techniques
Relations in public through online social media can recover Wollongong Homeless Hub.
Relationship building and engagement grow the volunteer loyalty. Facebook and Instagram will
be the main platforms which is used for the online campaigns, because both the paltforms are
majorly used by the target audience.
Wollongong Homeless Hub requests for assistances for non perishable food (Marelli
2016) items for its pantry contains sugar, canned meat, and canned chunky soup. Other items like
sleeping bags, backpacks, flashlights, and batteries, are also in the requirement. Donations are
regulated the quality of life. Concerning about the techniques, one facebook post by creating a

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facebook page push the user. Another post may be looking for button down shirt, tie, iron and
ironing board to help someone who is beginning a new job (Mariani, Di Felice and Mura 2016).
As a non profit organization like Wollongong Homeless Hub, has used various
techniques and campaigns which successfully raise cognizance and recruite donors and
volunteers. Ending homelessness would be its branding, by endorsing the awareness of the
homelessness in community, company can make the awareness of the organization and obtain
more volunteers and donors who funding their mission. Future non profit organization lies to
ensure the workable involvement.
The organizations can upsurge the social media engagement by humanizing (MacInnis
and Folkes 2017) the homeless people they effort with on a daily basis.
Market analysis of Wollongong Homeless Hub
Wollongong homeless hub supports and provides that family who are at risk of homeless
or those who have already homeless. This company help those group who are sustaining for their
existence or to hold new tenancies through a combination of early interventation, case
managememnt, referral, advocacy and information. The company continue to use collaborative
and client centric approach for support and management. Clients are regularly seeking a complex
and diverse requirements and service refers that the process keeps flexible in order to meet
individual demands. Clients self determination and encouragement identifies their own wants
and make informed decisions about services. The Wollongong comprises of four services
delivery streams involved,
Support in transitional housing- tenancy, case management (Frankel, Gelman and Pastor
2018), education and living skills

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Homeless hub crisis- Drop in support, food and breakfast support, crisis management, face to
face support, advocacy (Hoefer 2019) and referral, telephone support.
Glider accommodation pre/post crisis support- Intensive case management, early
interventation, target support, research project, proactive preventation to homelessness (Evans,
Sullivan and Wallskog 2016).
Outreach service delivery- community engagement, collaborative response, assess gaps in
service management.
The Wollongong homeless hub gives an exclusive service for its clients:
Face to face and telephone supports, so that people can get seamless, assistance intigration and
access to the most appropriate service to meet their needs.
Provide access to funded homelessness, health, legal, housing, financial and advocacy in
Wollongong to deliver a true service of integration and outcomes in a holistic way.
To provide appropriate services for preventing client weakness.
A purposeful services provide to built shower and laundry for homeless people.
There is an another company named as Launch housing, provided the same service in
place. It has over 30 years of experience who mostly working with women with or without
children, affected by domestic or homelessness and family ferocity. The organization constantly
seeking innovative strategies that will enable us to provide a clear and effective path for those
who are using services to aware healthy, associated and productive lives, long term lodging. It is
an organization which support local women, the governance responsibility lies withnout

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management committee, which is reflecting the cultural mix (Papathanassiou-Zuhrt 2015) and
diversed skills.
SWOT analysis matrix
A SWOT analysis depicts a complition of your company’s strengths, weaknesses,
opportunities and threats. The primary objective of the SWOT analysis (Bull 2016) is to help the
organizations which involved an responsiveness of all the aspects leads to make a business
decision. A SWOT analysis matrix of Wollonong Homeless Hub are as follows:
Strengths Weakness
Customer can access multiple staff from a single
point
It supports and helps different cultural and
linguistic people
Computer, photocopies, fax machine provided as
free of cost
Provides support, information, referral and
advocacy to homeless people.
Unique service provider
Breakfast programme for the rough sleeper
Safer for everyone is a safety issue
Not enough family involvement
Poor level of commitment to community outreach
duties
Expectation level of volunteerism a lot of time
Poor Volunteerring system
Oppertunities Threats
The organizations Breakfast programme provides
an opportunity of interection and engagement with
the community who usually not provide the support
Not every real estate agent or housing provider
deliver a customized project
Limitation of resources
Since the company is working different culture,

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service.
Developed some ongoing projects like community
mover’s, first purpose to built shower, laundry and
breakfast program.
Delivering of free clothing and Manchester market
days
age, sexual orientation, could be stand some
diversty issue
Women health issue
Contribution of donor issue
Statiastics of Transitional Housing Support

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Craetive strategy
Cognative and conative objectives
Concept of cognative strategy (Pfannenstiel 2015) and awareness strategy intends to
upsurge the alertness among the taraget audience on a specific mechanism like the public
announcement. The objective of cognative awareness as follows:
To make 30% of 18-24 and 35-54 age group in the top 50% of their cohort’s income
brace.
A conative or interactive objective addresses the preferred behaviour which changes the
target audience. The social marketing campaign has two types of conative ideas (Wang and Praet
2016):

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Increase the number of volunteer participation at Wollongong Homeless Hub. The
volunteers age 18-24 and 35-54 years old in the top 50%a of their cohorts income bracket.
Increase the donation rates by 5%.
Positioning Staement and slogan
This marketing analysis, states the slogan for the company is “Wollongong an one
community”. This sloagan elaborates the ausdience’s associations with the community. Referring
the haed line will say that the “homeless people need a help”, donate or volunteer at the
company”, from a recent national examination, 71% reported help others in demand” which is a
greater motivation than others. Based on this statistics, the headline depicts that to help the
homeless people in need, because the main objective is to create the consciousness within
homelessness.
Vision of Organization
To promote a positive work environment
For benifitt of the community create collaborative partnership
Encouraging the innovation and life long learning
Assist a transistion from homeless to home
Methods
An online non random investigation has been shown to check the success of the PSA and
accumulate information concerning Wollongong itself and media interaction. The survey was

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conducted through online by Qualtrics method (Molnar 2019) only in English. The survey was
distributed by the organization to the previous 50 volunteers through emails. The survey question
was divide into 5 categories participant incentives and knowledge, demographics, PSA analysis,
social media related and additional recommendation.
Survey result
Demographics
Most of the volunteers who was responded were females ages between 15 and 34 years old.
Participant motivations and experience
80% of the respondents volunteered at Wollongong at an average frequency of once a
month or greater over the pat years.
PSA analysis
The respondents to each open ended questions were analzed qualitatively, this was done to
provide the added insights to the measureable data.
Communication/ social media
The results conforms that the company continually update the websites with the new information
and keep maintain a robust social media attendance on Facebook.

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Recommendations
PSA layout
Respondents are indicating that what they believed about thye main message of PSA was
that they recognized for help in theier responses. It is recognized the application for donations.
About 85.7% of respondents approved or strongly approved that the PSA was effective to attract
the donors. These result suggests that the PSA may help to achieve the objectives to increase the
awareness of homelessness and cumulative volunteers and donors at the company.
Social media recommendations
From the review of facebook posts, the company posted items contineually that they
urgently needed and donated. Instead of waiting they created a monthly trial for the donors for
reaching the minimum quantity of donations.
In addition to the social media posts, send out an email at the starting of the each month, which
will encourage the donor participation and address the monthly challenge items.
Additional recommendation
Organization should provide extended hours for the donation. Secure onlne donation
service.
Email contribution deliver a story to the donoras and volunteers that how their donations
is used and how their contribution makes help to someone. As they always want to know about
their contribution. Volunteers can be converted to the donors. It is suggested that many would

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prefer to receive the updates by email, it should include the ability to sign up of email news
letters on the website.
Conclusion
Through the significant analysis of the research on volunteer and donor audiences a
social media advertising plan (Atwong 2015) was developed to reach the goals of upsurging
awareness, volunteers and donations by the other homeless lodgings, various announcement
concepts and survey through online gauging and gathering volunteer commendations for the
Wollongong Homeless Hub, Australia. An online survey was directed to deliver vision on a PSA
framework and endorsements on social media policies for Wollongong. By implementing the
social media advertising plan and its valued commendations, it should increase the awareness of
its facilities and increase the company’s donor.

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