Introduction
A marketing communication strategy is a plan that combines a market survey, marketing platform selection, strategy development, creative briefings, financing, target segmentation, and campaign communication to obtain the most significant potential results from marketing operations. In comparison to conventional advertising, a marketing communication plan ensures continuous messaging to generate a powerful impression in clients’ minds. Individuals are more likely to identify and trust the brand due to this consistency. Brand awareness, product interest, product desire, and sales promotion are the primary goals of a marketing communication plan. BSWA has developed a marketing communication strategy that incorporates marketing and campaign methods to build support for the organization’s mission. The paper made a detailed budget that applies to the marketing operation and the design of the appraisal. In addition, the report gives recommendations to assist the organization in implementing the strategy successfully.
Background
BSWA is a non-profit organization created in the United Kingdom in February 1999. BSWA is the top company regarding women’s and children’s issues in the country. It is working with women and children who have been the victims of domestic violence by providing safe temporary housing, suitable and accessible support services, and support for women in obtaining justice. The charity raises awareness and advocates action against domestic abuse and promotes policies and best practices that are responsive to the needs of women and their children. BSWA has a Marketing Communication Plan (MCP) that aims to increase BSWA’s clientele by utilizing various marketing methods (BSWA, n.d). For BSWA, the marketing communication plan serves as a framework for achieving its audience goals by considering age, travel trends, and competition. In addition, the strategy outlines the best methods for implementing strategic marketing. Among these are social media, interactive marketplaces, and sponsored events.
Situation Review
Domestic violence has been on the rise, which has led to an increased need for help. Domestic violence among females is at the fore line. Individuals worldwide are looking for the most excellent ways to curb the issue. As a result, nations have come up with organizations that cater to female and child abuse (Duralia, 2018, p.2). Economic growth benefits locals and the state because of this industry’s positive impact. BSWA is one of the charitable organizations that protect the rights of females and children.
The United Kingdom has made significant financial commitments to the healthcare sector. Patients travel from all over the world to take advantage of their excellent services. Patients, especially women and children, have little choice but to rely on the state when their health and well-being are in jeopardy (Desai, 2019, p.198). Quality services and care will make them willing to travel to any place. Birmingham and Solihull Women’s Aid have a great deal of opportunity to explore new markets for women and children who face worrying challenges thanks to a well-developed marketing communication strategy.
SWOT Analysis
A SWOT analysis outlines a company’s internal strengths and weaknesses and its exterior opportunities and threats. Using advantages and opportunities to counter threats and vulnerabilities is a common tactic. The SWOT analysis is a tool used by businesses to understand better the various elements that go into making decisions. BSWA is a company with its strengths and weaknesses as the internal factors affecting the industry and opportunities and threats as external factors affecting the company. The table below shows the internal and external aspects of BSWA.
Objectives
The primary goal of any company’s marketing strategy is to reach as many people as possible, both domestically and internationally. BSWA’s goal is to open up the world’s markets to its products (BSWA, n.d). BSWA’s vision revolves around women and children. For the British Society for the Prevention of Violence against Women and Children (BSWA), violence against women and children represents a grave violation of human rights. They work to end gender inequity and violence by offering programs and tools that empower women and help them regain their self-esteem and competence so they may achieve their goals (Šķiltere and Bormane, 2018, p. 117). These women and children are listened to and validated by these advocates, who work with them to advocate for their voices in shaping professional practice and raising awareness of abuse mechanisms (Vernuccio et al., 2021). They believe that empowering and supporting non-abusing mothers is the most effective strategy for safeguarding children and ensuring their long-term well-being.
Strategy
Marketing communication strategy necessitates an in-depth investigation into the many choices. MCP helps sort through the vast amounts of data available to find clients’ most relevant and understandable information. MCP considers the budgeting of the offered strategies to guarantee that the chosen one is within the economic relevance (Plowman and Wilson, 2018, p. 132). A marketing communication strategy makes it simple to identify the most effective tactics. Since the epidemic, BSWA has taken a more virtual approach to the market. Posters, t-shirts, and other promotional items were utilized in face-to-face events before 2019 to create awareness of the organization’s services and encourage people to donate. To keep up with the epidemic, BSWA has adapted quickly, adding a webchat option for women to communicate with them on their tablets and smartphones and an upgraded website and direct debit recurring donation facility. There is still room for improvement in audience segmentation on the social media platforms currently used by BSWA, such as Facebook, LinkedIn, Instagram, and Twitter. In addition, they have a YouTube channel where they post various videos.
Tactics
BSWA assists women and children who have been victims of domestic abuse by providing safe temporary housing and convenient and accessible support services, such as helping women gain access to the legal system. The charity works to raise public awareness about domestic violence and encourage people to take action. It also works to advance legislation and best practices that address the needs of women and children. Social media has been an effective tool for BSWA in reaching out to its target demographics worldwide.
They get feedback from social media networks like Facebook about what they might improve and what their customers are experiencing (Muhammedrisaevna, Bayazovna, and Kakhramonovna, 2020, p.45). Online platforms allow the business to enhance its offerings while also attracting sponsorship. When it comes to marketing and advertising, sponsoring is one of the most effective methods. Since it puts the target audience together under one roof, it is a good idea to allow the company to interact with them directly. BSWA sponsors events like the struggle for women’s freedom and rights by offering domestic violence and abuse awareness and social media collaboration (Bormane, 2019). BSWA will use demos and testimonials to highlight the uniqueness of its products and services. When new clients are given first-hand knowledge and an opportunity for immediate solutions, the strategy can reasonably bring in new revenue streams.
Price and brand
More patients will use BSWA’s medical care services if the facility gives quality services at a reasonable price (Juska, 2021). This will also help dispel the myth that the majority of healthcare facilities only worry about making money by charging patients unfair charges. Patients’ first impressions are heavily influenced by the brand they choose. Potential customers are drawn to the name “Birmingham and Solihull Women’s Aid” because of its promise of healing.
Logo
The BSWA has a logo that serves as a powerful marketing tool. When customers strive to connect the dots between their wants and the meaning they derive from the corporate emblem, the logo speaks volumes (Chaffey and Ellis-Chadwick, 2019). Gifts given out with the firm’s emblem on every item will keep the recipient remembering the company, and establishing a significant relationship with the organization. The logo has been a great selling tactic for BSWA services.
Action
BSWA will create a global online campaign that will target victims of domestic violence and other family violence who are in distress and need to seek care safely. The campaign will take seven months and will start on 8th September 2022 and 8th March 2023. This program attempts to provide resources and assistance to victims of domestic violence via social media. This campaign suggests a live chat tool for Instagram and Facebook that permits immediate communication and if needed, police contact. This campaign advocate using chat to connect victims to resources and improve their accessibility remotely. These features will make victims’ access to help safer and more accessible. Victims are frequently tightly supervised, yet minors can quietly use social media in code. Even young toddlers today know how to use social networks and access Facebook or Instagram.
The campaign targets Mark Zuckerberg and Adam Mosseri, the Facebook and Instagram CEOs. Social networking app developers can add a private event for a live chat room that can notify the authorities in an emergency. Resources for intimate partners and other family abuse victims must be made more accessible. Resources and aid should be available discreetly, remotely, and quickly in a crisis. Through activities shared by all the victims, community ties can be formed. Involvement in volunteer activities like cleaning public facilities and streets and cultural exchange programs are examples of this. When people feel comfortable expressing their feelings, they are better able to open up and share what is hurting them, which is an essential part of interpersonal communication. There is a high probability that folks who live in a violent environment participate in these behaviors; thus, they are encouraged to get the help they need. Maintaining family and relationship harmony requires a strong leader who can foresee everyone’s emotional or physical requirements and make sure that they are addressed.
Budget
BSWA’s campaign has significantly cost the company. The campaign will use a budget of 15000 euros. There will be printing t-shirts, posters, and post messages as a campaign factor. The online platforms will require to be paid to make them effective. The managers will be paid for distributing and allowing online platforms that can be readily available. The campaign will involve cleaning public facilities to ensure public participation. The table below shows the distribution of € 15000.
Control
Following a marketing communication campaign, it is critical to conduct ongoing monitoring and evaluation. Several areas can be tracked to identify those performing well and those that need to be examined. The campaign against domestic abuse will be expanded to reach a more significant number of social media users. Platforms like Facebook and Instagram will place a higher value on locating resources to assist those who are the victims of abuse on their platforms. With an emergent strategy, BSWA will persuade Mark Zuckerberg, Adam Mosseri, and the media platforms programmers to create a live chat room to call authorities in a crisis. Using the emergent method, this campaign can target huge power ties that can influence others in more minor interactions to build toward change. The target can change the social media application system; hence the adaptability feature of the emergent strategy is used. This change in application opens up new opportunities and changes how we tackle domestic violence crises.
In this situation, the BSWA will actively monitor the marketing communication strategy to identify areas of strength and weakness (Izadparast et al., 2019, p.16). The effectiveness of integrated marketing communications can be seen by monitoring each level of their performance and replies. In contrast, a study of the program’s effects on those who get it will reveal more about that influence through an evaluation (Albinsson et al., 2020, p.165). If an adjustment needs to be made, it will be determined if an integrated marketing communications strategy is working within the company’s budget or not (Camilleri, 2018, p. 90). It will be much easier for BSWA to keep track of the advantages and drawbacks of its marketing communications strategy if it is in complete control of it. The program’s effectiveness will be documented in a report.
Conclusion
A marketing communications strategy effectively promotes BSWA. BSWA has stayed committed to its mission of improving the lives of all women. Despite the hurdles, the organization dramatically benefits society by empowering and strengthening all women to stop domestic violence. However, the organization should keep improving its web platform and keeping in touch with its clients. The organization should consider assigning the plan to a project manager to improve its efficiency. The employee will report to the company’s administration for follow-up and maintenance and monitoring and evaluation of the campaign’s achievements.
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