BSB126 Marketing Plan Final Submission PDF

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BSB 12 126 6M MAR AR ARKETI KETI KETING NG PLA PLAN N

NAM NAME E:

ST STUD UD UDENT ENT NU NUM MBER BER::

TO TOTAL TAL WOR WORD D COU COUNT NT NT:: 16 1649 49

I. SI SITUA TUA TUATIO TIO TION NA ANA NA NALYS LYS LYSIS IS For the Australian Working Dog Rescue Int (AWDRI), Economic and Demographic are the most influential macroenvironmental factors.

Economic: The global economic climate needs to be monitored closely as changes to inflation, interest rates, unemployment and foreign currency exchange rates can affect the way that consumers spend their money (Grewal, Levy, Mathews, Harrigan, Bucic, 2015).

This is a potential issue for AWDRI as if the average household income decreases due to any of the above financial stresses, consumers may have less disposable income available to donate to charity.

Demographic: Changes to key demographic factors can have a significant impact on both pet adoption and donations to charity.

At 63%, Australia has one of the highest rates of pet ownership in the world (Animal Health Alliance, 2013), and research shows people who “have (had) a deeply loved pet animal are more likely to prefer giving to animal welfare rather than other charitable causes” (Bekkers, Wiepking, 2011), so a decrease in pet ownership demographics in Australia could negatively affect both donations and potential adopters.

Increased urban development in metro areas has also resulted in pet ownership rates as low as 39% amongst those living in units and apartments as strict laws restrict pet ownership in such dwellings (Animal Health Alliance, 2013), which can limit the number of consumers AWDRI can target to adopt their dogs.

A SWOT Analysis (Appendix 1) outlines further factors influencing AWDRI’s operations.

II. M GOAL MAR AR ARKETI KETI KETING NG GOAL Increase donations to AWDRI by 25% in 12 months (with a tracking goal of 12.5% at 6 months).

III. M MAR AR ARKET KET KETING ING ST STRAT RAT RATEG EG EGYY III.I Tar Target get Cus Custom tom tomer er erss A profile of the target segment is shown in Appendix 2.

Geographically, Queensland, New South Wales and Victoria will be targeted as charitable giving was up (YE February 2016) 4.7%, 6.3% and 9.6% respectively on the back of a resilient economy (NAB, 2016), so intent to donate is currently strong. Also, over 77% of the Australian population lives in these states (ABS, 2016), so targeting them is justified given their substantial size.

A wide age bracket is being targeted as charitable giving was up across all age groups 25+ with growth being strongest for the 65+ group at 12% (NAB, 2016). The 15-24 age group has been excluded from the target market due to an overall decrease in donations of 4.5% attributed to high unemployment, job uncertainty and lower income leading to cautious donation behaviours (NAB, 2016).

Medium to high income earners will be targeted as research shows that households with higher discretionary income contribute more money towards donations in the community (IBISWorld, 2016).

The target segment will also be socially aware, as research has shown that Australians donate to a large range of charities, but particularly want to support those innocent of the problems they experienced (such as animal welfare) (Australian Government, 2005), suggesting that social conscience plays a large part in deciding where to donate for many Australians.

III.I III.III Val Value ue Pro Proposi posi position tion AWDRI’s value proposition is that it saves the lives of working dogs who are at-risk of being euthanized in council pounds – so those who donate to the cause can be satisfied knowing that their money is directly helping save the lives of innocent animals.

AWDRI has one very clear objective – to save dogs. Several of AWDRI’s competing animal welfare charities support many different causes (Appendix 3) which can deter potential donators, as when the number of options increases, consumers are more likely to put off making an active choice (Carrol, Smith, Pahl, 2011). Therefore, AWDRIs clear and direct focus could be seen as an advantage in a crowded marketplace.

A positioning map (Appendix 4) illustrates an overview of AWDRIs position to its competitors in the charity market.

III.I III.IIIII Po Positio sitio sitionin nin ningg SState tate tatem ment AWDRI is the best not-for-profit (NFP) organisation in Australia for over 25, socially aware, mid-high income earners to support as they can be satisfied in knowing that the money they donate directly saves the lives of innocent dogs who are at-risk of being euthanized, and goes towards finds loving homes and happy futures for them.

IV. M MAR AR ARKE KE KETIN TIN TING G TTACTI ACTI ACTICS CS IV.I Prod Produc uc uctt As the product (working dogs) cannot be altered, the product focus will be on AWDRI’s brand assets.

AWDRI’s current branding (Appendix 5) is outdated and in need of a redesign. The current logo is cluttered and not eye-catching. A logo refresh would include modernising and simplifying the logo, and introducing a canine ‘character’ to the brand that is easily recognisable and consumers can connect with. This redesign would take place across all channels (including website overhaul) to ensure brand consistency and to increase awareness through repeated exposure of the brand elements (Grewal, et al 2015).

Brand awareness can make or break a company, particularly in a crowded marketplace like the charity sector in Australia, where AWDRI is competing with over 46,000 other registered charities (ACNC, 2013).

AWDRI has a strong online brand with over 458,000 ‘likes’ on Facebook, which is a powerful tool to spread awareness. As AWDRI provides an ‘intangible service’ (saving the lives of dogs) they best way to reinforce the value they provide is through imagery (Grewal et al, 2015). They can do this through consistently sharing ‘success’ stories and images of their ‘saved’ dogs with their new families. This makes donators feel satisfied with their donation, and builds brand credibility and trust through these success stories.

IV.I IV.III Pric Price e Traditional pricing strategies don’t apply for NFP charities as ‘pricing’ generally takes the form of voluntary donations. Of the ‘5 C’s of Pricing’, this strategy will focus around ways to ensure meeting the ‘company objective’, (increasing donations) which means more dogs lives can be saved.

Avenues to donate need to be a simple and clear as possible so potential donators aren’t deterred by a complicated donation process (“How to get more Online Donations”, 2016). AWDRIs current website donation page (AWDRI, 2016) has 13 different avenues to donate which is overwhelming – this page needs to be simplified with one clear call to action for donators.

Research shows that people feel good about donating when they clearly understand the impact of their generosity (Dunn, Norton, 2013). One way to do this is to introduce ‘giving levels’ (Appendix 6) to the

donation process. Using benchmarks such as these can also influence consumers to donate more than originally planned when they can see what their donation is actually funding (Gleeson, 2013).

Facebook is rolling out a ‘donate’ call-to-action button for NFPs which is highly visible at the top of the page and links to the company’s donation page (Facebook, 2016). Given the reach this page has, AWDRI should add this to their page to maximise donation opportunities.

IV.I IV.IIIII Di Distrib strib stributi uti ution on (Pla (Place) ce) AWDRI’s primary distribution channels are on the internet – their website and Facebook page.

The changes mentioned previously to the brand redesign and pricing strategy will also improve distribution channels.

In addition to the brand redesign, an overall website redesign needs to take place to ensure the organisations purpose is clear, the donation process is simple and highly visible, and that the adoption process is clearly defined for potential adopters.

AWDRI can also take distribution to the consumers in the geographical target areas where there are a higher number of dogs up for adoption. Fundraisers taking place in high-traffic areas (shopping centres, Bunnings, community events) can attract a high amount of donations, particularly if dogs needing the charity are in front of the consumers.

IV.I IV.IIII III PPromo romo romotio tio tion n Promotion will be key for AWDRI to meet its marketing goal – without promoting the right message, to the right markets through the right media AWDRI will not succeed.

To achieve the below communications goals, AWDRI will implement the integrated marketing communication tools of public relations, social media, and contests. Obj Objectiv ectiv ective e Raise awareness to 70% of target market

Increase Facebook ‘fans’ by 10% and page interactions by 25%

(separate goals but suggested activities will drive outcomes for both)

Raise awareness of Facebook donation feature to 75% of Facebook fans

(with donation goal of 20% increase for month of December YoY)

Task TV – Public Relations - Secure airtime on a morning television breakfast program (Sunrise or TODAY) live-cross in a target market capital city to raise awareness of AWDRI purpose. - Ideally coincide with an event (fun run, parade) so awareness is raised for viewers and also those in attendance (fundraising element also built in to this). Social Media - Footage shared by AWDRI across all online channels - Encourage further sharing by followers to ensure maximum exposure. Social Media - Using Facebook Promotional tools, AWDRI can target consumers by age, location, and interests with personalized ads to encourage them to follow the page. Social Media / Contest - AWDRI to run a hashtag based competition called the #happybeginnings contest with a donated prize to be won. - Competition run in August to coincide with ‘National Dog Day’ (August 26) which encourages dog adoption in Australia. - Consumers must ‘like’ AWDRI and post a photo of their family with their beloved rescue dog with the hashtags #happybeginnings #awdri #adoptdontshop (building brand awareness and consistency through hashtags) - Consumer engagement creates buzz and excitement (Grewal et al, 2015). - Note: Donation call to action also built into competition. Public Relations - AWDRI to work with PR Company to distribute press release with details of competition and AWDRI purpose to be sent to media to gain exposure across the country. Social Media - New Facebook ‘Donate Now’ button on AWDRI page facilitates quick hassle-free donations. - Campaign will promote new feature – focus on ease of donation process. - Campaign called “Can you help get me #homeforchristmas?” sharing pictures of dogs in foster care, with a very strong call-toaction to donate and find adopters. - 30% of the years donations are made in December (Network for Good, 2015). Campaign to run in lead up to Christmas holidays where compassion and willingness to donate is high. - Media release as above.

Cos Costt 50%

10%

20%

20%

V. R REF EF EFERE ERE ERENCE NCE NCESS 1. Animal Health Alliance. (2013). Pet Ownership in Australia. Canberra, Australia. Retrieved from: http://animalmedicinesaustralia.org.au/wp-content/uploads/2015/06/AMA-Pet-Ownership-inAustralia-5-AUGUST-2013.pdf 2. Australian and Not-For-Profits Commission. (2014). Australian Charities Report. Retrieved from: http://australiancharities.acnc.gov.au/wp-content/uploads/2015/11/Australian-Charities-ReportSummary-FinalWeb.pdf 3. Australian Bureau of Statistics. (2016). Australian Demographic Statistics. Retrieved from: http://www.abs.gov.au/AUSSTATS/[email protected]/mf/3101.0 4. Australian Government. (2005). Giving Australia: Research on Philanthropy in Australia. Canberra. Retrieved from: http://www.ourcommunity.com.au/files/GivingAustraliaSummary.pdf 5. Australian Working Dog Rescue Int, Donations/Sponsorship (2016). Retrieved from: http://www.workingdogrescue.com.au/ways-to-help/donations/ 6. Bekkers, R., & Wiepking, P. (2011). A literature review of empirical studies of philanthropy: Eight mechanisms that drive charitable giving. Nonprofit and Voluntary Sector Quarterly, 40(5), 924. Page 7. Retrieved from http://gateway.library.qut.edu.au/login?url=http://search.proquest.com.ezp01.library.qut.edu.au/ docview/897911680?accountid=13380 7. Carroll, L., White, M. and Pahl, S. (2011). The impact of excess choice on deferment of decisions to volunteer. Judgment and Decision Making. Retrieved from: http://journal.sjdm.org/11/11418/jdm11418.html 8. Dunn E.,

Norton

M. (2013). How to Make Giving Feel Good.

Retrieved from:

http://greatergood.berkeley.edu/article/item/how_to_make_giving_feel_good 9. Facebook. (2016) How do I add a Donate button to my Page and ads? Retrieved from: https://www.facebook.com/business/help/694386777360892 10. Gleeson

M.

(2016),

Using

Giving

Levels

to

Drive

Donations,

Retrieved

from:

https://wiredimpact.com/blog/giving-levels-drive-donations 11. Grewal, D., Levy, M., Mathews, S., Harrigan, P. and Bucic, T. (n.d.). Marketing. North Ryde, NSW: McGraw-Hill Education (Australia) Pty Ltd. 12. How to get more online donations. (2016). Retrieved from: https://wiredimpact.com/library/get-more-online-donations/ 13. IBISWorld. (2016). Community Associations and Other Interest Groups in Australia Industry Report. IBISWorld Pty Ltd. Retrieved from: http://clients1.ibisworld.com.au.ezp01.library.qut.edu.au/reports/au/industry/default.aspx?entid =685

14. NAB, (2016). NAB Charitable Giving Index. [online] Quantium. Retrieved from: http://passthrough.fw-notify.net/download/227608/http://business.nab.com.au/wpcontent/uploads/2016/04/NAB-Charitable-Giving-Report-Feb2016.pdf 15. Network

for

Good.

(2015).

Digital

http://www.networkforgood.com/digitalgivingindex/

Giving

Index.

Retrieved

from:

APP APPEN EN ENDIC DIC DICES ES Appendix 1 – SWOT Analysis of AWDRI Streng Strengths ths - High brand visibility on Social Media (nearly 500k followers on Facebook). - Compassionate cause that people have strong feelings towards. - Volunteers are passionate about the cause.

Weak Weaknesse nesse nessess - Not-for-Profit Company so limited funds. - Reliance on volunteers, resources are stretched. - Not a household name yet so not top of mind when people are considering donating.

Op Opport port portunitie unitie unitiess - Strong economy meaning an Increase in household discretionary spend to use for donations (IBISWorld 2016)

Threat Threatss - ‘Competing’ with other well established charities for donations (RSPCA etc). - Increased operating costs if charity grows. - Global financial crisis potentially limiting disposable income for donations. - Global disaster (natural or otherwise) whereby donations are focused on other charities limiting funds donated to AWDRI.

Appendix 2 – Profile of Target Segment Geographic

Demographic Psychographic

Benefits

         

QLD NSW VIC Mid to high income earners Age: 25-65+ Compassionate Animal Lover Socially aware Donating to a good cause Saving animals lives

Appendix 3 – Current Focus of AWDRI and competing charities (taken from each organisations website) AWD AWDRI RI

RSPCA

WWF Austral Australia ia

Animal Animalss Au Australia stralia



      

     

 



Save working dogs from pound to rehome Donations

Live export cruelty Animal cruelty Humane food Battery caging of hens Farming animal welfare Dog breeding health issues Donations

Safe seas for whales Koala habitats at risk Tiger conservation Protecting Antarctica Protecting the GBR Donations

    

Greyhound racing Humane treatment of livestock Cage eggs Puppy factories Live export cruelty Save the dolphins Donations

Appendix 4 – Positioning map of AWDRI and charity competitors. Strong Brand awareness

Animal related Charity

Non-Animal related Charity

Weak Brand awareness Note: Brand awareness was estimated by current social media presence/popularity and Charity Awareness figures from Australian Charity Perceptions Report, 2012.

Appendix 5 – Brand elements Brand Name URL

Australian Working Dog Rescue Int or AWDRI Promotes www.workingdogrescue.com.au on channels but www.awrdi.com.au also redirects to the website – would suggest AWDRI promotes this one instead for brand consistency.

Logo

Characters Slogans Hashtags

Appendix 6 – Giving levels

None currently – would suggest introducing one in logo during brand redesign. “Giving working dogs a new start” Introducing hashtags to the branding mix to be used consistently - #AWDRI, #AdoptDontShop #HappyBeginnings...