Question:
Discuss About The Marketing Strategy Service League Barossa?
The Returned and Services League of Australia is one of the most widespread organizations for supporting individuals who have been members of or are currently serving in Defence forces. While there are various RSL clubs spread over the local areas of Australia, one of the oldest and most reputed clubs is the Barossa RSL club and its sub branches, Tanunda and Nuriootpa. The below mentioned is the marketing strategy that can be followed by the branches in order to be more relevant and gain considerable reputation.
Political- The support attained from the government in order to reach out to the mass is limited. It does not extend the opportunity to provide the locations of the potential members in and around the region where the organization is functioning. Additionally lack of government grants and funds also exist.
Economic- The economic condition is yet to get stable. The reliance of the club is on the membership funds which are attained by the club. In addition to this, fundraising events are organised every year ANZAC Day and Remembrance Day. It can be seen that the cash-flows are not sufficient and consistent.
Social- It can be observed that the people within the community where the branches are operating are not completely aware of the services which are provided by these clubs. The benefits of being members of clubs as such are not recognised by the majority of the people (Broome, 2015). The requirements of encouraging the youngsters in the area by both the mentioned clubs are being recognised.
Technological- The incorporation of technology is being recognised by the branches in recent times. The official websites of the organisations are updated on a regular basis. In addition to this, the social media platforms are also utilised in order to garner the attention of larger number of people.
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Strengths · Dedicated members · Increasing support of the citizens in Australia towards the defence service providers · Funding collected from Veteran Affairs and Council · Veteran affairs assistance · Counselling and support services |
Weaknesses · Reduction in the membership of the clubs · The existing members are aging · Lack of awareness among people regarding the services extended · Relying heavily on volunteers’ support · Lacking office equipment facilities · Lack of government support |
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Opportunities · Additional fundraising events · Promotion of the events undertaken to enhance the awareness among individuals in the localities (Lee, 2016) · Providing opportunities to registered professionals serving as police, nurses and so on to become members · Social membership |
Threats · Perception of the community · Increasing costs for operation · Issues relating to the history limiting membership, for instance, Vietnam Veterans · Other clubs and venues posing competition |
While there are various other competitive sets that are operating within the locality some of which are the Rotary club, Tanuda clubhouse, community sporting clubs and so on, it can be said that what makes these sub-branches stand apart from the crowd is the dedication towards the individuals serving the defence. Hence, a level of patriotism is involved in the functioning of the club which can garner more respect from the citizens (Gainsbury et al. 2016). Thus, it can be said that while there are other competitors that can influence the time and money of the people, the involvement of the people towards these sub-branches can be driven more provided appropriate awareness programs are being followed.
If no appropriate changes are introduced, there are chances that the numbers of members will reach a standstill. Since the current members are aged, there are chances that they might not take part in the future events and functions organised by the sub-branches. Hence, the overall functionality of the organisation may get terribly hampered (Rydon, 2017). In addition to this, the lack of awareness among the local people will reduce the volunteer counts as well in the future. The interest of the people will definitely not be in line with the requirements of the organisation. Thus, the dedication of the members will be hampered.
If suitable changes are required to be made within the sub-branches, it is important that promotions regarding the operations and events conducted by the organisation are done (Reeve and Lewincamp, 2014). Presentation in local schools and community halls can be done in order to drive the interest of the local residents. Additionally, the online platforms can be utilised in order to share standard information. Thus, the declining membership can be checked by attaining attention of the people.
The younger generation will be targeted in the marketing strategy. In order to maintain the relevance of the club in the society for a sustainable period, the requirement of energetic members cannot be denied. By investing on the energy and willingness to get associated with social clubs as such, it will be easier for the sub-branch to be functional for a longer period of time (Driscoll, 2017). Additionally, the services undertaken to serve the community will be done in a more systematic manner with the cooperation from the youth in their 20s. They can spread their acquired knowledge to more numbers of people as well.
Information document relating to the sub-branches and their relevance can be developed which can be distributed among the target groups. This will create better awareness regarding the functions of RSL. Additionally, investing in media like outdoor advertisement can also be helpful in attaining the attention of the people (Australia et al. 2014). The management can consider developing better relationship with the service-centric organisations like educational institution or social care. This would provide a greater scope for the organisation to be able to be able to come in contact with larger number of target audience and influence them to get membership of the club.
Attaining the attention is not enough, it is also important that the attention is retained. Hence, in order to ensure that the interest of the target audience is enhanced, appropriate consideration towards the decor of the club can be done (Williamson and Ruming, 2016). Decorating the premises with the arms which are currently not functional can be effective in reflecting the purpose of the club. Additionally, decorating the walls with interesti9ng trivia or information, pictures can also be a good idea.
In order to influence the youth which is heavily depending on the mobile phones in recent times, the utilisation of communication channels like SMS advertising can be done (Loeffel, 2015). It will be helpful in reaching the required message to the people in a more effective manner.
The counselling and voluntary support services can be made available for the target youth. While the amount of stress among the youth is on the rise, the effectiveness of the counselling and support group can be a driving factor in influencing the attention of the target people (Malouf, 2015).
Reference List:
Australia, R.S., Territory, N. and Hill, B., 2014. THE SIGNAL. SIGNAL, 77.
Broome, R., 2015. The League turns fifty. Fighting Hard: the Victorian Aborigines Advancement League, p.213.
Driscoll, C., 2017. Something to play every day. Cultural Sustainability in Rural Communities: Rethinking Australian Country Towns, p.221.
Gainsbury, S.M., Delfabbro, P., King, D.L. and Hing, N., 2016. An exploratory study of gambling operators’ use of social media and the latent messages conveyed. Journal of gambling studies, 32(1), pp.125-141.
Lee, T.J., 2016. Challenging Environment of the Club Industry And Impact for Local Gamblers and Tourists. Tourism Analysis, 21(2-3), pp.299-305.
Loeffel, R., 2015. The Fifth Column in World War II: Suspected Subversives in the Pacific War and Australia. Springer.
Malouf, D., 2015. The one day (Vol. 7). Black Inc..
Reeve, B. and Lewincamp, S., 2014. Veterans and students: enhancing community engagement at the Returned Services League LifeCare War Museum, Narrabeen. Journal of the Institute of Conservation, 37(1), pp.15-31.
Rydon, J., 2017. A biographical register of the Commonwealth Parliament, 1901-1972.
Williamson, W. and Ruming, K., 2016. Using Social Network Analysis to Visualize the Social-Media Networks of Community Groups: Two Case Studies from Sydney. Journal of Urban Technology, 23(3), pp.69-89.
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