Strategic Plan For Social Marketing: Oxfam Australia Case Study

Academic Literature Supporting the Cause

Discuss about the Strategic Plan for Social Marketing.

The implications of social media in sustainable operations of any business house is essential I nature. Listing as one of the most reputed nongovernmental organization globally, Oxfam Australia have influenced and implanted many programs and provisions in its long running operations. The contribution of this nonprofit organization in serving to the society has been immense.

Oxfam Australia asserts in their Annual Financial Report that they want to employ the youth for a wider reach in improving the social ailments of the society (Australia Oxfam, 2017).

The integration of social media as a marketing strategy is a very potent factor for any organization. In terms of the chosen case, ‘Media, Margins and Civic Agency’ have evidences of the need for the innovative program of involving the youngsters in the activities of Oxfam (Newman, 2016).  It can be resourcefully mediated through the advantageous voice of the youth in empowering and aiding the marginalized (Butler & Wilson, 2015).  The concept of Company Social Responsibility is not an obligation for nongovernmental organizations like Oxfam rather an important aspect of their role in the society. The socially relevant institutions should make optimum use of social media, by enabling its maximum agents, the youth. There must be specific plans and systematic process that enhances this involvement into successful implementation (Cheung, 2015). A strategy must follow the ideology which has been devised for fruitful cause and effect scenario.

Oxfam Australia has been involved in organizing several activities that are equally interactive and impactful (Australia Oxfam, 2017). The campaign focus selected for the social marketing scenario in this case is the collaboration of individuals as administrators and volunteer who shall actively take part in creating and enabling the a cooperative society. The main objectives of the campaign determine the set goals towards achieving sustainable environment. Social media can be harmoniously used for accelerating social awareness and concerns for the environment and the society (Cooper, 2015). The young minds shall be encouraged to participate in helping the less privileged as they are the take cares of the future generations to arrive. A long term plan like this has to be acknowledged among the young group of people so that the desired results can be achieved within a limited period of time. The plan highlights on specified and meaningful concern to cause a change rather than any mere social work (Butler & Wilson, 2015). 

Campaign Focus

While formulating any special concern governing strategies, the business decisions must include several factors that work for it and simultaneously against it (Newman, 2016).  This analysis is very necessary for the validation of the suggested campaign. Therefore the calculated strength of this campaign must feature a socially driven attitude. Optimization acts as the strength of this campaign (Uldam, 2016).  Each participant must be allotted to a certain task and they must be allowed to understand the grave importance of the whole scenario for causing a global impact. An attempt as massive as this must be followed with challenges of meeting the requirements at right point of time which can be ascertained as one the weakness for this plan (Uldam, 2016).  There are maximum chances of opportunity which are resourceful in catalyzing through this innovative campaign. There are also functional dilemmas about the outreach of social media marketing as it can also be reused for malicious practices by the youth. This marketing assessment should also look after the concerning threats that arise while conducting the campaigns as execution is a huge task which must be controlled and properly propagated in order to stay safe from the threats(Cooper,  2015). Powerful groups and organizations often cause huge threats in order to safeguard their profit maximization techniques which can be acted against the introducing a volunteer and administrator campaign.

Any contemporary business strategies operate on a specific set of framework. The prevalent marketing strategy considers social media as a great source for influencing the sales and revenues.  Even while conducting a socially relevant campaign it is necessary to meet the target audience (Newman, 2016). It would absolutely be of no use if there are no considerable responses generated from this campaign. The appropriate target markets for this campaign are the school students and majorly the graduates who are on the verge of causing about a huge change in the social structure. Campaigns can be conducted in school premises and the curriculum should involve these actions of care and compassion towards one another. In a world of increasing violence and intolerance, this campaign aims at enhancing the social unity in caring for another human being rather than being self centered (Butler & Wilson, 2015).   The initiative has an appropriate strategy to follow, with kids ranging from 14-19 years as their cognitive development begins at this age which can be influenced for accomplishing betterment and reconciliation with different elements of the society. The target has been justified in the sense that it is necessary for involving the young kids who are obsessed with using social media networks. This can be effectively used for initiating and executing the campaign that as social effectiveness will help in generating swift information and images (Uldam, 2016).  The resources of social media and the internet are useful in this campaign as the power of virtual networks and association is undeniably strong.  Instances of any social events, trending within a few seconds though the use of Twitter, Facebook and Instagram are evidences that rightly justifies the use of this specific target market for the suggested phenomenon to take place successfully (Australia Oxfam, 2017).

S.W.O.T Analysis

In case of a product based innovation by various companies, the description and utility is essential to mention to the audience to influence their desire to purchase the product.  In a scenario like this the manipulation process would not work as the genuine need to support the less privileged must derive from one’s moral compass (Cooper, 2015).  It is partially a personal conscience and emotional based recognition which is necessary for this proposal. There can be many prospects which have been attached to the development of understanding and empathy within the aspiring students.

The place and distribution varies according to the priority and the needs for social change. There must be equal opportunities for all types of students irrespective of their race and culture and codes. The activities can be incorporated in their curriculum or as part of their extracurricular structure (Newman, 2016). Group activities can be assigned where the participants can involve in demonstrating or visiting relief camps and helps the victims of any natural disaster. The age old adage of charity beginning at home is no longer applicable in the broader sense where everyone must share the responsibility and care for the environment along with other minority groups.

There are two types of promotions which can be used for effective planning and incorporation of the said campaign.  Internal concepts like advertisements through media outlets is the traditional process and external concepts like word of mouth or mutual association groups can also help in promoting the innovative technique (Australia Oxfam, 2017).Interested participants can be influenced through a number of lucrative offers and presents with kit bags, books, or recharge because one needs to raise the best of the interest through all available means (Cooper, 2015).  The promotional activity for the campaigns must use social media as one of the important techniques for wider reach. This is very important as devising the best minds and innovative minds at works can function through this. Existing volunteers can effectively be involved in the whole scenario and help in administering the practices while regulating the functions and responsibilities of effective holistic social work (Uldam, 2016).

The attention grabbing message acts as the face of the campaign. It represents the main inertia which will help in generating the best Social Media Marketing campaign for involving the youth of Australia.  The preference and likes of the target audience of this campaign can account for grabbing their attention to the reforms and works that Oxfam deals with (Australia Oxfam, 2017). It often engages trail walks, celebrating historical event or reading sessions and visits to the ethnological communities and celebrating their culture which harness equality and bonding. It should hold awareness programs and include campaigns by offering the students with short term internships in their summer vacations which can be very effective (Newman, 2016).  

Justification of an appropriate target market

The effectiveness that can be drawn from evaluating the campaign is the most important criteria which must be retained (Cooper, 2015).  Capturing on the popularity of the recurrent trends can turn out to be very promising and help in achieving the framework of the recommended campaign. The students and participants can develop an insight and learning outcome of the existing scenario of the campaign with a positive objective. The necessary changes and developments that are yet to be brought about in the execution of constructive provisions by indulging the graduate and also young professionals can be undertaken as the effectiveness of the program (Australia Oxfam, 2017).

Conclusion

The agenda to include such a campaign in prospect of Oxfam Australia will definitely help in the near future. The need to create an environment where the young generations can be responsible for their assessment is very evocative.  Driving a force of inspiring and enthusiastic individuals to care for the society is no easy job. The assessments and reports observed in the Oxfam Strategic Plan Outcome developed many loopholes or the challenges which came in the way of eradicating poverty, imparting literacy, or empowering the minority groups. In accordance to the legacy of Oxfam Australia it must address all the issues that directly or indirectly affect the decided campaign. Primarily the business analytics must involve the situations which will include the probable possibilities and effectiveness. The decided campaign will help in promoting social good and also encourage other firms and people to employ it in their respective fields or concerns.

Reference

Australia, O. (2015). Oxfam Australia Strategic Plan Outcomes Report of three Strategic Plan Goals.

Australia, O. (2017). About us | Oxfam Australia. Oxfam Australia.

Butler, R., & Wilson, D. C. (2015). Managing voluntary and non-profit organizations: Strategy and structure. Routledge.

Cavusgil, S. T., Knight, G., Riesenberger, J. R., Rammal, H. G., & Rose, E. L. (2014). International business. Pearson Australia.

Cheung, M., 2016. Using the Power of Social Consciousness to Influence International Organizations and their Evolving Leadership: The Impact of Social Media on the Public Health Debate. J. Health & Biomed. L., 12, pp.169-217.

Cooper, G., 2015. Unlocking the Gate? How NGOs Mediate the Voices of the Marginalised in a Social Media Context. In Media, Margins and Civic Agency (pp. 29-42). Palgrave Macmillan UK.

Kesavan, R., Bernacchi, M. D., & Mascarenhas, O. A. (2013). Word of mouse: CSR communication and the social media. International Management Review, 9(1), 58.

Margetts, H., John, P., Hale, S. and Yasseri, T., 2015. Political turbulence: how social media shape collective action. Princeton University Press.

McPherson, E., 2015. Advocacy organizations’ evaluation of social media information for NGO journalism: The evidence and engagement models. American Behavioral Scientist, 59(1), pp.124-148.

Newman, T.P., 2016. Tracking the release of IPCC AR5 on Twitter: Users, comments, and sources following the release of the Working Group I Summary for Policymakers. Public Understanding of Science, p.0963662516628477.

Ngai, E. W., Moon, K. L. K., Lam, S. S., Chin, E. S., & Tao, S. S. (2015). Social media models, technologies, and applications: an academic review and case study. Industrial Management & Data Systems, 115(5), 769-802.

Schweitzer, L. (2014). Planning and social media: a case study of public transit and stigma on Twitter. Journal of the American Planning Association, 80(3), 218-238.

Tapia, A. H., & Moore, K. (2014). Good enough is good enough: Overcoming disaster response organizations’ slow social media data adoption. Computer Supported Cooperative Work (CSCW), 23(4-6), 483-512.

Uldam, J. (2016). Corporate management of visibility and the fantasy of the post-political: Social media and surveillance. new media & society, 18(2), 201-219.