Discuss about the Data and Digital Marketing Practice.
The aim of this study is to develop a plan for the social marketing campaign, which will be arranged by SARRAH (Services for Australian Rural and Remote Allied Health) in Australia. During this study, the focus is made on the identification of target market for the new campaign of the organization and setting proper strategies in order to make the campaign successful. The study also conducts the SWOT analysis of the organization in order to identify the capability of the organization for conducting new social marketing campaign.
SARRAH is the nationally authorized organization that promotes the health development of the people in rural and remote areas in Australia (SARRAH.org.au, 2017). This is a private non-profit making organization, which has involved the allied health professionals for providing proper health care services to the rural people (Ruralhealth.org.au, 2017). The mission of the organization is providing the scope of getting allied health services to the rural people in Australia (SARRAH.org.au, 2017). The organization like SARRAH is very important for the healthy development of the society. This organization not only improves the health condition of the rural people, but it also improves the daily habits of the people. Recently, the management of the organization has decided to arrange for a new social marketing campaign especially for the children and old people in the rural areas in Australia (SARRAH.org.au, 2017).
In survey, the management at SARRAH has identified that in the rural areas in Australia, the average life span of the people is lesser than the average life span of the people in urban areas or cities (SARRAH.org.au, 2017). The survey has also identified that most of the people including children and old people are suffering from chronic kidney diseases. The focus of the new campaign of SARRAH is creating a social awareness about the reasons behind kidney diseases. The aim of the organization is creating a healthy lifestyle and proper diet habit among the rural people in Australia, so that they can fight against kidney diseases (SARRAH.org.au, 2017). Moreover, the healthy lifestyle and proper diet will also help the rural people avoiding many diseases other than kidney related disease.
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Strengths · The organization has high reputation in Australia · The organization has efficient allied professionals · The organization has standard values |
Weaknesses · The organization has insufficient number of professional in comparison to the current requirement. · The communication system at SARRAH is weak. |
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Opportunities · The government of the country provides financial and infrastructural help to the company. · There are many business owners and other wealthy people, who want to provide donation to the company. |
Threats · The number of ill people is increasing in rural areas. · The complex diseases are increasing in rural areas. |
Table 1: SWOT analysis for SARRAH
(Source: SARRAH.org.au, 2017)
The target market of SARRAH in context to this new campaign is divided in to two parts – primary target market and secondary target market. The primary target market for the new social marketing campaign of SARRAH is the children and old people in the rural areas in Australia (SARRAH.org.au, 2017). On the other side, the secondary target market of the organization is the family parents of the children and the family members of the older people. The organization will target the parents and family members because it believes that in order to build a proper lifestyle and diet habit of the kidney disease affected people, it is important to make the family members and parents aware about the reasons behind the diseases (Chou et al., 2013).
As stated above the primary target market of the organization is the children and old people, who are affected by the kidney diseases and the secondary target market is the family members and parents of those children and old people. The management has used the 4Ps in order to justify the selected target market:
Product
Product is one of the elements of 4Ps of marketing mix. Product refers to an item, which is produced and sale by the companies or organizations in order to fulfill the demand of a specific group of people (Grönroos, 2016). The physical product of this campaign will be the white ribbon. The white ribbon will indicate that a person is supporting the campaign and want to get rid of the current kidney disease related issue. The main benefit of this product will be the management of the organization will easily understand how many people do really support to them. As the piece of the ribbon will be less costly, so the old people, who have less financial capacity, can buy the product (Walker et al., 2016). Moreover, ribbon is such a product to which children will be attracted. Therefore, there is a chance that the organization will be able to attract more number of rural people.
Price
Price is another element of 4Ps of marketing mix. Price refers to the money that the people or customers pay in order to avail the product or services of the company (Jackson & Ahuja, 2016). The price of the product will be very less, so that every old people as well as the parents of the children can buy it and can join the campaign. There will be no entry fee for the campaign (SARRAH.org.au, 2017). Therefore, it can be expected that the many people will be interested towards the campaign.
Place
Place is the third element in the 4Ps of marketing mix. Place denotes the distribution and position of the product in the market (Grönroos, 2016). The campaign will be arranged at three areas Australia. These areas are – Clairview, Queensland, Australia; Brigooda, Queensland, Australia and Boondooma, Queensland, Australia (SARRAH.org.au, 2017). The organization has selected these places for the campaign because in survey, the management has identified that in these three areas, the number of kidney disease affected children and old people is very high (SARRAH.org.au, 2017). Therefore, the management believes that these three areas will be the perfect areas for the campaign.
Promotion
Promotion is the 4th element of 4Ps of marketing mix. Promotion refers to the activities done by the organization in order to enhance the brand value as well as sales (Jackson & Ahuja, 2016). In order to promote the campaign and make the people interested towards the campaign, the management will use the newspaper advertisement (SARRAH.org.au, 2017). The management has selected the newspaper for the promotion because almost every old people and in rural and remote areas in Australia read newspaper while relaxing at home (Rogers et al., 2016). The organization has not selected the social media because in many rural areas the internet connection is very poor (Abc.net.au, 2017). Therefore, the newspaper advertisement is the best option. At the same time, the organization will also distribute the leaflets, which will include the basic theme of the campaign, it places and time (SARRAH.org.au, 2017).
In order to grab the attention of the people, the organization will require developing a proper message for the campaign. The message of this particular campaign of SARRAH will be as follows:
Drink more water, have more life
The above mentioned message of the campaign has been set by keeping in mind the reason and solution of the kidney disease. As per the doctors and health specialists, drinking less water is one of the main reasons behind the kidney diseases and water is the most preferred solution to fight against the kidney diseases (Kidneystones.uchicago.edu, 2017). Therefore, through this particular message, the organization will be able to grab the attention of the people towards the campaign.
Developing the plan and organizing the campaign are not only responsibility of the organization. It is also the duty of the management evaluating the effectiveness of the campaign (Puhl et al., 2013). In order to evaluate the effectiveness of the campaign, the management of SARRAH can take the following strategies:
Therefore, it can be said that if the management of SARRAH applies these strategies then they can identify and measure the effectiveness of the campaign very easily and within very short time span.
Conclusion
In this study, it has been identified that SARRAH is one of the most popular and nationally authorized organizations in Australia. The organization is a non-profit making organization that aims to provide health care services to the rural people in Australia with the help of some allied health professionals. The study has indicated that currently, the management of the organization has recently planned for arranging a social marketing campaign to create an awareness regarding the reasons and solution for the kidney diseases. The main message of the campaign will be “Drink more water, have more life”. The target market for the campaign will be the children, old people and their family members in the rural Australia. The study has also provided proper strategies like, identifying the number of people in the campaign, conducting survey and gathering the feedback from the people, who have joined the campaign. for evaluating the effectiveness of the campaign.
Reference list:
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