12 Month Social Media Marketing Plan For Inhala Youth Service To Combat School Bullying In Australia

Identification of the Past Campaigns

In the current time, there are number of social issues relevant with some of them being much more serious and having long term implications. It is also creating the need for a few initiatives to counter these social issues and overcome them. One of these social organizations in Australia is Inhala Youth Service. They are operating in Australia from the last 30 years and they are known for their extensive social services. It is also being identified that they work mainly for the disadvantaged youth irrespective of their social and cultural backgrounds (Poon-McBrayer & Wong, 2013). The mission statement of Inhala Youth Service states about their focus on empowering the youths in order to creates newer opportunities for them. On the other hand, their vision statement talked about their intention of being the main catalyst in changing the life of the vulnerable youth (Iys.org.au, 2018). Currently, they are working mainly on the basis of donations from the business houses and volunteering services. Thus, permanent employees are few and majority of the jobs are being done through volunteering services. In addition, it should also be noted that Inhala Youth Service is having their presence in only in the Australian region and thus their effectiveness may be limited within the national boundary.

In the recent time, one of the major social issues is the bullying problem in the schools of Australia. According to the report, there are number of instances reported regarding bullying in schools and it is causing mental pressure on the victims. There is an urgent need for initiating strict actions against the perpetrators and enhancing the awareness among the majority population (Maccio & Ferguson, 2016). It is proposed that social media will be the most ideal medium for making the students aware regarding bullying due to the fact that social media is having higher level of penetration among the younger generation.

This report will state a 12 month social media marketing plan in order to implement the proposed strategy in place. In doing so, this report will consider the micro and macro factors along with identification of target market. Positioning and marketing mix strategies will also be discussed and its related budget.

Year/Country	Outline of campaign Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	Outcomes
United States	Stop Bullying is initiated to cover the larger section of society by making them aware. October month is recognized as national bullying prevention month. Number of activities is initiated in this month (StopBullying.gov, 2018).	More people are the now aware in the United States and they are also having the understanding about the laws regarding school bullying.
United States (2012)	The bully Project is initiated after the movie of same name. This was promoted as a social movement and influenced a larger section of the American society (thebullyproject.com, 2018).	American society got highly influenced by the movement and school bullying became a mainstream subject, which was not given any importance before.

Macro environmental analysis 

Dimensions	Issues	Implications
Political factors	· Different regulations for the Inhala community will pose challenge in aligning with the universal approach (Barker et al., 2015). · Possibility of competing against the government funded services. Thus probability of attracting lawsuits is more. · Potentiality of attracting lawsuits from other youth based movements due to concentrating particularly on Inhala community (Wells et al., 2013).	· Concentrating only on Inhala community will reduce the area of the social marketing and acceptance will also be less. · Competing against the government sponsored schemes will reduce their assistances.
Economic factors	· Inhala Youth Service is having the donations as their major revenue stream (McGorry, Bates & Birchwood, 2013). · Government assistance will be less as it will be treated as competing force. · Economic recession in next 12 months will reduce the rate of donations.	· Thus, the trend and situation of the donors will determine the fund management for this social media plan. · Funding from the government will be less for Inhala Youth Service. · Social media plan will have the risk of getting diluted in middle.
Social factors	· Major support will come only from the Inhala society. · Acceptances level of the school is important due to the reason that these schools are already involved in number of schemes (Stewart et al, 2014). · More attachment among the different cultural groups in Australia.	· Public and community support will be less for Inhala Youth Service in this case. · Non-acceptances among the schools will dissolve the objective of this plan. · The more will be the attachment among the cultural groups, the less will be the requirement for separate planning for Inhala community.
Technological factors	· More social media platforms are available in the market. It is important to select the right medium according to the situation and objective. · Not everyone is having their presence in all the social media platforms.	· Added cost will be incurred in involving different social media platforms for the marketing plan. · It will be difficult for Inhala Youth Service to target the entire Inhala community by means of involving a particular social media platform.

Strengths · Inhala Youth Service is having favorable brand image in Australia. This will help them to push their social marketing plan (Lee & Berrick, 2014). · Public impression is traditionally positive towards the social movement.	Weaknesses · Less probability of getting government assistance in this plan. · More dependability on the external donations and thus external influence in the social media plan is more.
Opportunities · Acceptability of school children due to the presence of social media. · Use of social media will help to cover the larger section effectively.	Threats · Sudden reduction in popularity of a particular social media platform. This will affect the entire social media plan. · Non-acceptance of the plan by the target audiences (Williams & Glisson, 2013).

Segmentation base	Segment 1	Segment 2	Segment 3
Geographic	· Students from the locations with having majority of the members from Inhala community.	· Students from other locations with having minority population of the Inhala community.	· Students from other locations without having members from Inhala community.
Demographic	· Age group below 8 will be targeted to aware them from the initial stage. They will grow accordingly.	· Age group between 9 and 18. This teenage group will be targeted as maximum bullying stances emerge from this age group.	· Age group above 18 will also be targeted to aware them. This will enable them to transfer the awareness to their juniors.
Psychographic	· Students from the upper section of the society will be targeted to make them aware about the ill impacts of bullying.	· Students from backward section will be targeted to make them aware about the implications of bullying.	· Students with having conservative attitude will be targeted due to the fact that probability of emergence of bullying is more from this age group.

From the above segmentation variables, students from the regions with having minority Inhala community members will be targeted. This is due to the reason that objective of the social media plan of Inhala Youth Service will be to connect with the members of Inhala community (Bond & Brady, 2013). Thus, the target section should have some presence of Inhala members to find the required level of acceptances. On the other hand, regions with maximum members of Inhala community are not selected due to the reason of less diverse members.

Dimensions
Barriers	· One of the major barriers will be covering students from different social levels. · Funding will be an issue due to less availability of external donations.
Benefits	· This target segment will be having communities from different backgrounds. · Having minority members of Inhala community will provide more potential areas of emergence of bullying. · More regions to be targeted with Inhala community as minority.
Motivators	· Minority members of Inhala community will be motivated to get to know about the regulations against bullying. · Other majority communities will be able to have the idea about the implications of bullying in schools.
Competition	· Competition from the government sponsored schemes will pose challenge in attracting majority of the society. · Competition from other community based schemes will also take a toll in the market coverage of Inhala Youth Service.

Situation Analysis

The objectives and Target Goals of the initiative and the social media marketing plan can be given as follows:

• To create awareness amongst at least 25% of the different high school students in Inala-Richlands SA2 thereby encouraging them to adopt the bullying program. It has been witnessed that there exists a lack of awareness among the members of the school and hence, for this reason, the awareness is required to be spread.
• Fostering the knowledge amongst the other 80% who are already aware of the program to re-instill that which behavior types classify as bullying and which do not.  It is crucial that the members who are already aware of their program are reminded about it.
• The aim is that around 50% of the students will be aware of the negative aspects associated with bullying by the end of next year. This will ensure a decrease in the bullying activities.
• To reduce the bullying rates in Inala around 30% based on the individual data as maintained by the school by the end of next year. This target shall be further revised in the next year.

The guiding theory which has been used in the form of an understanding base which assists in formulation of the strategy of the Inala Youth Association is the Reasoned Action Theory. The given theory states that analysis of the pre-existing attitudes is crucial in the decision making procedure (Solomon et al., 2014). The consumer behavior acts as an intention and hence, the consumers act on the basis of their best interests. For this reason the IYA has formulated plans based on this theory of consumer behavior.

The youth service association wants to position itself as the ultimate organization which is catering to the needs of the different schools and helping them to control the bullying which exists at large. In addition to this, the program also aims to ensure that the overall social as well as mental health of the students improves considerably (Bresler & Lubbe, 2014).

The positioning statement is as follows:

The Inala Youth Service aims to ensure that the bullying and violence in the various communities are reduced considerably and that the society lives in comfort and harmony.

The marketing mix strategy can be rightfully described as the strategy which can thereby be adopted to ensure that the Inala Youth Service association is able to present its overall services in a better manner. The Marketing mix comprises of the 4Ps of marketing like the Product, Place, Price and Promotion.

The product or the service can be rightfully described as the offerings which is made by the company and forms the basis of their selling procedure. The product strategy is the strategy which appeals to the audience. In the case of the Inala Youth Service, the main offering is a service which will provide the different users of the service with intervention programs which will then assist them to ensure that the bullying rates at the different organizations tend to decrease considerably and that the school scenario improves considerably (Marshall, 2014). In the given process, the Youth Service will be visiting the different high schools and conduct the related services which will ensure successful implementation and decrease in the level of bullying which takes place in the organization.

The service which will be present in the form of different initiatives as well other related programs which will be provided in a free of cost manner which will then ensure that the maximum number of schools take up the given initiative and that a large number of schools can reflect upon the positive results and ensure long term success.

Micro Environmental Analysis

Moreover, although the services which will be provided to the different high schools will be free of cost and thereby be presented as a social service which is undertaken by the organization at large, the service aims to adapt a Cost plus Pricing strategy. A cost plus pricing strategy can be described as a pricing strategy which tends to just calculate the different costs and then add a markup with respect to it in order to ensure that the firm is able to easily cover its costs at large.

The promotion tends to form an essential part of the marketing mix program and any firm which aims to attain a successful brand positioning needs to promote the products considerably. Hence, with respect to this, the Inala Youth Service would be required to adopt a considerable promotion strategy which will then go a long way in ensuring successful operations. It is recommended that the Inala Youth Service, tends to make use of the social media networking site as a medium in order to promote its products. In the 21^stcentury, almost all the schools have adapted to technology whereby their presence on social media has become very frequent. Hence, with respect to this using the social media mediums will go a long way in assisting the company to find success. Another crucial stakeholder group which can be contacted for the promotion are the groups of the different parents which will assist in ensuring long term success (Chernev, 2018). 

The Place aspect of the marketing mix can be considered as the distribution strategy which needs to be adopted by the firm at large.  In order to ensure the overall success of the Youth Service it is important to ensure a good place strategy. The Inala Youth Service will be running the particular service and will be successfully administered on site and at the different schools. Moreover, certain programs will also be held at the Youth Outreach center which will be present at their main site.

The chosen place strategy will be largely successful in ensuring long term success as when the bullying program will be held in the different schools, the students will learn and be aware of the fact that they need to keep a check on their activities at large (Sargeant &Macquillin, 2016). Moreover, those schools which are not interested can hold the program at the convenience of their centers and ensure success.

Inputs	Outputs	Outcomes	Impact
What is invested	What is done	Short-term results	Medium term results	Ultimate impact
Resources (The resources like conveyance, office, papers and other things will be needed to take in the initiative.) Human resources( The individuals who will be providing the training as well as those individuals who will assist the operations) Money( The investment being made of $2500) Equipment( The teaching equipment’s and the materials which are required to be prepared) Marketing (The marketing resources Used at large like consultancies and materials). Time (The time being invested in the particular task which is around 6 months) Space To run the program in the office and in the schools.	Education and training: The education and training will be provided to the different students. They will be made to understand the harms of bullying and the reason, bullying must be avoided. Policy: The different policies which will be formed at large in order to ensure that the school is able to keep a check on bullying. Environmental (Establishing a volunteering program and overall awareness among the individuals)	Number of students attending at the center are 15 every month. This result will help in understanding that the movement has started. Minimum 10 schools enroll for the program which will be considered to be a good start. Number of parents attending the program is 15 every month which shall ensure a healthy environment at home.	Increased awareness with respect to bullying. Moreover, this will assist in ensuring long term success. Parental knowledge, skills as well as capabilities improve which can reduce to a decrease in bullying. Parental support increases towards the students which is good for their wellbeing.	To create awareness amongst at least 25% of the different high school students in Inala-Richlands SA2 thereby encouraging them to adopt the bullying program. This shall ensure the overall welfare of the society at large. Fostering the knowledge amongst the other 80% who are already aware of the program to re-instill that which behaviour types classify as bullying and which do not so as to insure they do not repeat the same.  The aim is that around 50% of the students will be aware of the negative aspects associated with bullying by the end of next year. This shall improve the overall statistics. To reduce the bullying rates in Inala around 30% based on the individual data as maintained by the school by the end of next year so that the future of the children can be improved.

Target Market Segmentation

Product Development Expenses

Item	Notes	Cost
Designing expenses	In house sourced (10 hours)	$500
Presentation expenses		$200
Subtotal		$700

Promotional Campaign Expenses

Item	Notes	Cost
Site expenses	Initial print run = 500	$300
Print media and other maintenance		$200
Subtotal		$500

Operational expenses

Item	Notes	Cost
Conveyance	For the schools	$500
Human resource and resources	For the employees	$700
Subtotal		$1200

Plus 10% for additional costs $100

Total Estimated Expenses            $2500

Conclusion 

This report concludes that Inhala Youth Service is having number of opportunities as well as threats to be faced in initiating the social media campaign against the school bullying. In addition, this report also identified that lack of support from the government and more dependency on the external funding will pose challenge in effective implementation of the campaign. Target market of locations with having minority members from Inhala community is selected. This report concluded with a marketing mix strategy and a budget to be required in the implementation of the marketing plan.

Reference 

Barker, B., Kerr, T., Nguyen, P., Wood, E., & DeBeck, K. (2015). Barriers to health and social services for street-involved youth in a Canadian setting. Journal of public health policy, 36(3), 350-363.

Bond, C., & Brady, K. (2013). Locating Indigenous Australia within community development practice: clients, consumers or change makers?. New Community, 11(43), 33-39.

Bresler, M., & Lubbe, I. (2014). Marketing management. Pearson

Chernev, A. (2018). Strategic marketing management. Cerebellum Press.

Foxall, G. (2014). Strategic Marketing Management (RLE Marketing). Routledge.

Iys.org.au. (2018). Inala Youth Service. Retrieved from https://www.iys.org.au/

Lee, C., & Berrick, J. D. (2014). Experiences of youth who transition to adulthood out of care: Developing a theoretical framework. Children and Youth Services Review, 46, 78-84.

Maccio, E. M., & Ferguson, K. M. (2016). Services to LGBTQ runaway and homeless youth: Gaps and recommendations. Children and Youth Services Review, 63, 47-57.

Malhotra, N. K., & Peterson, M. (2014). Basic marketing research. Pearson.

Marshall, G. (2014). Marketing management. McGraw-Hill Higher Education.

McGorry, P., Bates, T., & Birchwood, M. (2013). Designing youth mental health services for the 21st century: examples from Australia, Ireland and the UK. The British Journal of Psychiatry, 202(s54), s30-s35.

Philip.; Keller Kotler (Kevin Lane.; Ang, Swee-Hoon.; Tan, Chin-Tiong.; Leong, Siew Meng). (2017). Marketing management. Pearson.

Poon-McBrayer, K. F., & Wong, P. M. (2013). Inclusive education services for children and youth with disabilities: Values, roles and challenges of school leaders. Children and Youth Services Review, 35(9), 1520-1525.

Sargeant, A., &Macquillin, I. (2016). Marketing for nonprofit organisations. In The Marketing Book (pp. 555-576). Routledge.

Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.

Stewart, C. J., Kum, H. C., Barth, R. P., & Duncan, D. F. (2014). Former foster youth: Employment outcomes up to age 30. Children and Youth Services Review, 36, 220-229.

StopBullying.gov. (2018). StopBullying.gov. Retrieved from https://www.stopbullying.gov/

thebullyproject.com. (2018). Retrieved from https://www.thebullyproject.com/

Wells, E. A., Asakura, K., Hoppe, M. J., Balsam, K. F., Morrison, D. M., & Beadnell, B. (2013). Social services for sexual minority youth: Preferences for what, where, and how services are delivered. Children and youth services review, 35(2), 312-320.

Williams, N. J., & Glisson, C. (2013). Reducing turnover is not enough: The need for proficient organizational cultures to support positive youth outcomes in child welfare. Children and youth services review, 35(11), 1871-1877.