IMC Campaign Project of Hawaii Living Reef Term Paper

Situational Analysis

Assignment Definition

The Hawaii Living Reef Program will focus on the target audiences to aware them about the importance of the coral reef ecosystem, to change their behavior towards living reefs, to aware about the consequence of environmental pollution and the significance of these reefs in national economy. Businesses and students are the major target audience, and “A Living Reef Gives Our Islands Life” is the slogan of this campaign

IMC campaign project of Hawaii Living Reef

IMC campaign project of Hawaii Living Reef program is mainly a project for saving the coral reefs in the sea area of Pacific Ocean where the Hawaii Island situated. It is a non-profit voluntary organization depends on the members and donors for the projects. Currently, the coral reefs of the Hawaii Sea are in hazard due to rude behavior of people. Excessive fishing, scuba driving, using chemicals in the farmland etc. reduce the number of reef in the sea. The project builds to protect the reef through aware the clientele. However, many people like tourist, farmer, students, and local people made the harm to the coral reef but this program will only focus on business sectors (fisheries and tourism) and students.

Environmental Analysis

Demographics

Hawaii is one of the fifty states of USA, which is comprising of island and positioned in the mid area of Pacific Ocean with no border with any other states. The estimated population of the state in 2008 was 1,288,198 at 6.3% increase from the previous year. The total area of the state is 6,423 square miles with a density of 188 persons per square mile and the main area of habituation is Oahu where approximately one million people live with a density of 1650 people in per square mile. The average lifetime of the population of Hawaii is 79.8 years and more than one percent of the total population is army people. According to the US census Bureau, the ethnicity of population includes 27.1% of White American, 24.8% of non-Hispanic whites, 2.4% of blacks, 0.2% of American Indian, 38.5% of Asian American, 9% of Pacific American, 21.4% of multiracial American, 8.7% of Hispanics and 1.4% of other race. The main population group of the states comes from Asia including Japan, China, Korea etc and some other people of Europe including Germany, Ireland, England, Portugal, Italy etc. In Hawaii, there is no majority or minority race or ethnic group, which has the dominance rather it is a composition of various race and ethnic group (Pearson Education, 2009). This people of different region and ethnicity live in the Hawaii depend on the resources of sea and people come to the island for tourism or business purpose. Most of the people do not aware about the reefs and they destroyed the reefs through their various activities.

Social/Cultural

The main culture followed by the people of Hawaii is Polynesian culture which is actually a reflection of the culture of people lived in the island area especially in the island of Pacific Ocean. The main characteristics of this culture include the prediction on the weathers, fishing, farming, strong religious belief etc. as because most of the people in living there depend on those things. Hawaii is a paradise of nature with a number of beaches, nice water, waterfall, coral reef, colorful fishes, unique traditions, and cultures. The popular culture of the states is offering a flower lie to the guest and dear one backed by a kiss and this flower lie is making up of colorful flowers. Remove the flower lie publicly or especially in front of the person who gift it, indicates a violation of norms, and regarded as disgraceful. Another site of the culture of Hawaii is offering food and prayer to the forest god before they take off a tree from the forest. Traditionally, the culture of the state centers on the issues of island and as a result, the people are expert navigators and without any instrument, they traveled any part of Pacific Ocean just depending on the direction of sun, moon, star, and wave. Most of the original Hawaii people make visit in the ocean as a professional and they have a belief on the extraterrestrial bodies. As a result, this people are tends to harm the coral reef through fishing or walking on near shore sea. Fishing is the tradition of the local people and excess of which cause harms to the reef.

Economic

Hawaii is a gift of nature with unique natural beauty of a number of beaches and other natural resources. Conventionally, it is an agricultural and tourism based economy where most of the revenue of the state comes from tourism sectors. Previously the government directly stimulates the agriculture and tourism sectors to boost up the economy of Hawaii (Anon, 2010). However, currently due to the political and legislative bar, the large US banks are outside the state that made the economy unprogressive. The economy of Hawaii largely depends on the Japanese tourists and it shown negative growth for economic downturn in Japan. Almost half of the total employment generates by the tourism sector and agriculture accounts for one-seventh portion of employment where unemployment rate is roughly around 5%. Tourism contributes 28% to the Gross State Product and per capita income of the people is approximately US$ 30,441. The tax structure is relatively composite and citizen has to pay high tax especially tourist contribute more to the revenue of the country. The coral reef and fish is another resource of the state and reef contribute $800 million to the revenue of the states. The revenue generating from aquarium fish in the state is approximately $3.2 million, which is a valuable natural resources for the state. A substantial loss had experienced by the state due to the damage of coral reef in the island, which may be recoverable through protecting the reef and fish in the near shore (DAAR, 2009).

Political

Hawaii transits from the kingdom era to federal system and the total government system is dividing into three parts including government, executives, and legislative. The governor of the state is the only officials elected by the public, who lead and control the executive board and holds the power to represent the state. The governor directly controls twenty government agencies of the state and gets a space in the government palace in Washington. In Hawaii, there is no mayor as there is no city and all the activities of the state done by the governor (DAAR, 2009). It has four members in US congress including the senior and junior senates. The politics of the state represents by preferences of Democrats by the people of Hawaii as from 12 election 10 times they elect the democrats for federal government. The US government first passed the act on coral reef in 1899 named as Rivers and Harbor act and the main theme of this act was not to protect the reef rather coral reef creates problem to the navigation.

The last act passed on saving coral reef was in 2000 named Coral Reef Conservation Act where the funding for protecting coral reef addressed but there is no clear indication on how to protect the reef. US Government passed another act in 2000 named Executive Order 13158 on Marine Protected Area, which serve as a protection for coral reef.

Technology

Different From the other states in USA, Hawaii is technologically less advance and most of the population is not educated well as the population is a composition of different age, sex, race, and ethnicity. High government offices and other private offices are not available in the state. Beside, the whole economy depends on the tourism sectors backed by Japanese tourist and organization. There is no literarily technology for saving the reefs or fishes of the sea.

Trends

According to the research, Hawaii coral reefs give millions jobs and income opportunities for the local people through fishing and tourism though Hawaii faces a critical gap in understanding of the impact of fishing pressure. However, many organizations, NGO, government, and other researchers are working to develop an effective management and protection of marine resources

Competitive

The coral reefs of Hawaii face difficulty to survive and most of the time receives adverse behavior from the people including the local people as well as the tourist. IMC campaign project of Hawaii Living Reef Program mainly faces this kind of adverse situation, which hinder the success of the campaign. The main competitor of the campaign is excessive fishing by the locals as a good portion of the population depends on fishing in the island. The local people, professional business organization, and even tourist harshly destroyed the fish and reefs near shore in the island. On the other hand, increased number of population give raise to the need of increased food and habitation that in turn produces wastage, chemical, pesticide etc that directly affect the life of living reefs. Sometimes, the alien spices come to the island water and eat the living reefs and fishes. The wastage, oil and other chemical disposed from ship, engine boat is a reason for the death of coral, and the people who fishing also leave the instrument of fishing in water that causes harm to the reef. Finally, the stepping over the live reef causes death of the reef.

SWOT Analysis

Strength

IMC campaign project of Hawaii Living Reef Program is an awareness program to make people conscious regarding the live and importance of coral reef as well their importance on the regular life of the people in Hawaii.

• The Hawaii living reefs has changed the economic structure and this program will help to develop national economy by enhance public awareness;
• The main strength of this program is its non-profit operation as the campaign totally run by non-profit motive and the partners donate to run the campaign. The campaign has some supporting partner organization that made the campaign strong, and these supporting organizations are non-profit volunteer in nature. For example, Beach Environmental Awareness Campaign Hawaii (BEACH) is an organization voluntarily works to create awareness among people about the bad affect of marine debris and other extracts that pollute the water of the sea. There are also some other partner organizations like Blue Water Campaign, Community Conservation Network, Department of Health Clean Water Branch, Polluted Runoff Control and so on.
• This program also has some sponsors and donors who supported the activities through financial and other aids that strengthen the campaign. Another strength of the program is its affiliation with the universities in the states where students and teachers jointly made efforts on improving condition of the reefs and creates awareness among the students on these issues.

• Hawaii continuously hold the first position as a tourist location and its reefs constantly grade as one of the top scuba diving destinations worldwide;
• Hawaiireef (2009) stated that the living reefs give sustenance, and a basis for leisure;
• Finally, the marketer has the capability to encourage people by giving award to some people and organization that contribute to the protection of the reef and motivate people more to save the reef or at least avoid the behavior, which cause harm to the habitation of reefs.

Weakness

• Shortage of fund or unhealthy financial conditions for campaign and implementation of research projects is the main weakness of the IMC campaign project of Hawaii Living Reef Program as continuing this kind of campaign requires a large sum of money which sometimes critical to manage. In addition, Due to the political reasons the big banking and financial organization of USA is absent in Hawaii that made it difficult to manage a large sum of investment in this sectors. The devises develop for marketing campaign of the projects is not adequate to address every group of people who made the risk to the reefs.
• Though it has few partners but many international coral reef organization are not interested to campaign for the development of the living reef;
• People are unaware about ecosystem science;
• Integrated marketing campaign needs a substantial amount of research, which is not happen due to some reasons similar to lack of financial aid, low work force, and lack of available expertise to conduct such kind of research. As an example, the campaign only address the issues regarding the harm cause by human but there are some factors then human like attract of alien to the reef and to encounter this attract there is no available devise in the campaign.
• Lack of communication with target groups because the workforce is also not adequate r for effectively continuing the campaign as a large number of workforces need to employ to serve this purpose. Though, it will create job opportunities but IMC campaign is mainly voluntary work and people will get little or no financial aid so that they are not motivated to do the jobs sincerely.

Opportunity

• IMC campaign project of Hawaii Living Reef Program is very important in a sense that it is a valuable natural resource in the context of the economy of Hawaii and it contributes a large sum of revenue to the GDP of the states. As a result, damage of coral reefs directly affects the economy and a large number of people of Hawaii depend on this natural resources may jeopardize. So IMC campaign has the opportunity to get highlights and plays an important role in this regards as everyone understand the significance of coral reefs. ICRAN (2009) pointed out that not only Hawaiian but about 80 developing countries, numerous communities rely greatly on coral reefs
• Some organizations work on the various natural issues of Hawaii including the water to off shore matters that also helps in the IMC campaign projects. Suppose if one organization works on water pollution of the sea then it will positively affect on coral reefs as polluted water cause harm and death to the coral reefs. IMC campaign project has the opportunity to involve more members in the process and can attract international donors for aiding the projects. The university teachers and students are also involved with the projects and as a result, the campaign has the opportunity to convey the massage of protecting reefs to boarder student community in USA including Hawaii.
• The projects has the chance to influence the federal government to influence more on this issue and support and pass strong act to protect the reefs;

• This campaign project can help to save 60% of living reefs, which is going to damage.

Threats

The IMC campaign project of Hawaii Living Reef Program is not enjoying smooth ways to progress in its campaign to save the living reef in Hawaii. There are challenges and potential threats, which may ruin the efforts of the projects as well as the life of the reefs. One of the most apparent threats is excess fishing by the local professionals and this over fishing reduces the number of reefs in the sea especially in the near shore where the number of reef decrease substantially. Some additional threats are:

• Hawaii Living Reef is in under threat due to harmful environmental changes, and harmful condition resulting from human activities, for example, US marine navigators cause harm to the reefs as when they visit the sea dispose extract and waste in the water, which polluted the water and endangered the life of reefs. Increased number of population presents the real threats to the projects as due to the agriculture and other plantation, farmer uses excess fertilizer and chemical for over production, which reached in the water and pollute it that ultimately reduce the life of coral reefs and other fishes in the water.
• Sometimes people fishing in the sea for hobby purpose that may endanger the life of the reefs. The people fishing in sea leave the destroyed part of the fishing equipment that causes damage to the reefs. Sometimes stepping on the coral reefs and using anchor by ships and boats cause harms to the near coast reefs, because they are more sensitive category of reefs in the sea that cannot survive in pressure (Leone and Swann, 2004).
• Babbitt & Daley (2000) reported that 10% of all coral reefs are fully damaged, 30% are in dangerous situation, which may damage within few years and 30% may die totally by 2050;
• Human activities like over-fishing for recreational and commercial purposes, destructive fishing practices, dredging and shoreline modification, and vessel groundings are the serious problem of this living reefs;
• Disease outbreaks and other natural disasters like storm.

Current Promotional Program

The IMC campaign project of Hawaii Living Reef Program mainly works on raising awareness among the people of Hawaii including the relevance of coral reefs with the lifestyles of the people. This awareness program supports by some promotional efforts of the projects, which are as follows:

• It has its own website where all the information includes for public and it directly contributes to the awareness of the people. Stakeholders may visit the websites and get an impression on the activities of the projects. Here various aspects of coral reefs also includes so that the visitors can get an overall pictures of the situation.
• The IMC campaign project introduces award program where peoples or organizations that substantially contribute to the protection of the coral reefs awarded annually. It awards two categories including the business categories and non-business categories. Various business organization especially tourism business, ocean related business and other communication firms fall in business categories and an award gives to any one organization of the business to promotes the activities to protect reefs. Government agencies, university, community organization and other non-government organization falls into non-business categories and IMC campaign project gives award to any one organization for contribution in this sector (Coral reef outreach network, 2004).
• Another aspect of the promotional campaign of the project is spreading the theme of Living Reefs Giver Our Islands Life. The main objective for promoting the theme is to aware people about the importance of living reefs on the whole ecosystem of Hawaii. Any kind of harm to the reefs directly affects the ecosystem and as result, the environment, and climate changes negatively. Living reefs contributed to protection to the natural disaster like storms, hurricane, tsunami etc. Destruction of these reefs increases the chance of this kind of disaster that will destroy the habitation of Hawaii. Therefore, the projects promoted the Living Reefs Giver Our Islands Life for the safety of the local people.

Sister Organization

Hawaii Division of Aquatic Resources (DAR) established to manage, preserve, and restore the aquatic resources of offshore for sustaining the life of those for future generation and it is a voluntary non-profit organization working in Hawaii. The main aim of the organization is to teach the people how to live up with the aquatic resources of the sea and tries to enforce the law regarding the protection of the aquatic resources.

Coral Reef Alliance

Coral Reef Alliance is a voluntary organization working on saving and protecting the coral reefs of the sea in Hawaii. It is a non-profit organization established by Stephan Colwell in 1994 based in San Francisco, California. Currently Coral Reef Alliance has seven thousand members who contribute to the fund for saving coral in the different area of sea including the Hawaii. The main motto of the organization is participation of everyone to save the coral in the sea.

Negative Behavior

Coral reefs are damaged mainly for the bad behavior of the people and people damaged the coral reef consciously or unconsciously. There are mainly some specific behaviors, which substantially reduced number of reefs in the sea. These behaviors include the excess fishing, scuba driving, leaving the damaged part of fishing equipment, walking on the coral reefs of near Shore Sea, and using excessive chemicals in the farms.

• Excess Fishing: Excess fishing includes fishing in the near shore to the deep sea of Atlantic Ocean of Hawaii. This excess fishing directly affects the coral reefs, as coral are the safeguard for the little fish.
• Scuba Driving: Tourist used scuba driving for their enjoyment in the sea. However, it causes harm to the coral as these tourists fall on the coral and as a result, it may die due to the pressure.
• Fishing Equipment: Damaged fishing equipments consist of the metals and thrown into water are not perishable for long time; as a result, they may hit the coral or pollute the water.
• Chemicals: The chemical used by the farmer composed with the sea water through the rain water. This toxic is responsible for the death of the coral of the near shore and deep sea.

Competitors Marketing and Positions

The two competitors have the website for their promotion and any once can participate in the program of these organizations. The focus of these organizations are little different from that of the IMC campaign project of Hawaii Living Reef. IMC campaign focus on saving the reefs of Hawaii Island only but other two organization focuses on the coral reefs around the world. They manly targeted the business people and the funding of these organizations is very strong. The main theme of DAR is to create an environment where the human and the aquatic resources are living together and does not impose restriction on the consumption of aquatic resources. Therefore, they mainly focus the professional who involved with the business of aquatic resources. On the other hand, the marketing efforts of Coral Reef Alliance is strong in a sense, it already has seven thousand members and has an international exposure. It positioned in the market in a way so that they can attract more members from different corner of the globe.

Segmentation

In segmenting the market, IMC campaign project of Hawaii Living Reef Program choose the consumer segmentation approach because it operates in only single geographic area like in Hawaii Island. One is the students studying in college or university level and the other is the business organization or professionals. All the marketing efforts of the organization directed towards this two segments. IMC campaign project of Hawaii Living Reef Program stress on students for voluntary labor and on the businesspersons for required funds but the inverse may happen depends upon the situation. Beside this, there are also some other possible segments for the projects. They are the tourist, farmer, and local fisherman etc.

Special Interest: Sales Promotion and Viral Marketing

IMC campaign project of Hawaii Living Reef Program is new in the social marketing and they can use the social marketing approach introduces by Andreasen. According to this approach, the main aim of the IMC campaign project of Hawaii Living Reef Program should change the behavior of the person of the society because to get the expected outcome that is save the living reef, the members of the community must change their behavior towards the reefs (Andreasen, 1996). However, changing behavior is not that much easy as peoples tend to static in their behavior unless they can realize the change brings benefit to them. IMC campaign project of Hawaii Living Reef Program first selects the target customers to change than it must set some positive outcome resulted in changing behavior. The project should go beyond the traditional advertisement campaign because it is not like the goods or service rather it is a voluntary and nonprofit outcome. They need to project on one to one communication through which people can understand changing behavior positively contribute to the society it should be cost effective in nature. The project mainly promotes the behavior that saves the reefs from the damages. More precisely, the campaign address to change those behavior like excess fishing, walking on the coral reefs or using excess toxics in the farm land.

Target Audience Analysis

Marketer of this IMC campaign would define the target audience as the particular audience as well as demographic groups to whom this campaign would address its advertising message, here the campaign has designed and developed targeting the students and business communities. The selected target audiences are identified as they meet the requirements of certain motivation; actionable for the campaign and accessible to the highest extend to receiving the sufficient inspiration of the advertisement or message.

Consumer Target Audience

IMC campaign project of Hawaii Living Reef Program has working for protecting the life of the living reefs, which requires selecting target audience for their promotional and marketing campaign. To be success in the marketing campaign, it should narrow down the target audience so that the right person gets the right massage. There are two possible target audiences such as the students and the business people. Students have the available time to give time to the project, as it is a voluntary organization and it requires a lot of time to visit the costal areas. On the other hand, the business people including the tourism sectors which possibly an agent of harm to the coral reefs and other business and professionals that directly affect or affected by the ocean of the Hawaii (Alber et al, 1998). Historically students are the most successful contributor on any changes and they tend to give more time on the voluntary activities then the other persons. They may not have that much funds for donation but they give their labor and helps to collect the donation from different areas and people. The business people have not enough time to involve themselves on any kind of voluntary jobs as they have their own business. Beside the business, they have the responsibility of friends and family that consume substantial amount of time from them. As a result, they can help through the financial aids and some business people have affiliation with business of sea resources can take steps to save the resources of there. From this discussion, the business people can identify as a generation X and the students can identified as generation Y.

Target Audience Students

Definition

Literally, students are those studying in educational institutes including the play level to the postdoctoral program. However, for this project, the students are those studying in school college and university level

Audience profile

In Hawaii, there are some renowned schools, colleges and universities, which provide education to the students of different background on different discipline. There are some most popular colleges and universities of Hawaii includes Bowling Green State University, Brooks Institute of Photography, Capella University, Cardinal Stritch University, Central Michigan University, Chamberlain College of Nursing, Everest University Online etc. (50states.com). According to the Department of Education of Hawaii, the number of total students in different public schools of Hawaii is approximately 180289 and in private schools, the number is 30784.

Decision Process

These students are spread over the four counties of Hawaii where different schools are located. This huge number of students has a great interest on working voluntarily on the issues of public interest. Students are easily accessible through various social networks as if Facebook, twitter etc., and they like to visit online. Most of the students have internet connection through which they visit various websites and approaching to these audiences through internet is easy and effective. Students are spiritual and try to contribute to the society and they can be effective in IMC campaign project of Hawaii Living Reef. Students are aware of the issues of IMC concept as they receive lectures on this issue and in most of the business schools of Hawaii, include this concept in their course materials.

As a result, a predominate values and passion for working on this social activities developed in the mind of the students. Students studying in the institution get breaks for one to two months or more during summer season. Most of the students of Hawaii use this time for recreation purpose and they may go for surfing, hiking, long derive or other activities related to enjoyment. A huge number of students come to Hawaii beaches for this purpose, visit the sea, and pass time in the offshore of the beach. They also pass time through scuba driving, surfing, visit through cruise and fishing in the sea. All these activities are very attractive way of enjoyment of the vacation. As the main aim of IMC campaign project of Hawaii Living Reef Program is to protect the living reef of the sea, it requires visiting the sea to observe the reefs of the sea and its hazards (Diana, 2004).

Benefits

Working with IMC campaign project of Hawaii Living Reef Program gives students the opportunity to work closely with the living reefs, which may fulfill the demand of recreation of the students. Most of the students have not enough money in their pocket so that they are not able to donate in the projects but they have the spirit to make success of the program. Through affiliation with the project, they can get the chance to work with other big government and non-government organizations, which increase their efficiency and effectiveness. Sometime, students may damage or endanger the life of the reefs through their various activities like stepping on the reefs in near shore, fishing, leaving various fishing equipment in the sea or contaminate the water of the sea. As a result, students need to aware about the safety of the water as well as the protection of the reefs because they are valuable in a sense of natural value and economic value. Most of the time, students are the agent of the social change and through this campaign they can make the people aware about the importance of protecting the reefs.

Students have the ability and knowledge of social marketing campaign so that they can convince the different stakeholders on the issues and can achieve the support from these stakeholders and government. Another issue in this regard is the affiliation of teacher with this project, which directly influence the students to contribute in this social campaign. When students want to contribute to a voluntary activity, they choose an organization that will meet the expectation of them. In such a case, they use some criteria that must fulfill by the selected organization. Finally, they make the decision based on the previous success of the organization in voluntary activates.

Reference Groups

As the target audience is students, most of them may not merely take the message of this present IMC marketing at face value but they would appreciate to take into account the opinions and values of their educational institutes and teachers as their reference groups. Meanwhile their reference group could be their classmates, peers, friends, and family. This IMC marketer has taken into consideration that the reference groups are those people whom the students think about once they pursue a message.

Current perceptions

The current perceptions and attitudes of the students of Hawaii have demonstrated positive advancements towards the living reefs and provision of preserving living reefs as well as marine resources with an increasing rate. Student’s perceptions relating to the management of living reef resources of Hawaii emphasize on the significance of understanding and integrate local perceptions into living reef management initiatives The baseline of environmental awareness, socio-economic appraisals, research, and education demonstrates raising involvement are representing the increasing awareness.

Multi-attribute Model

The participation decision of the students to any organization significantly influence by some attributes. This attributes serve as a guidelines for them in decision-making process. To involve in IMC campaign project of Hawaii Living Reef, students may consider some attributes. These attributes are the amount of travel required by the project, variance of length of time, the affordability of the students, reputation of the organization, location of activities that is beach and sea of Hawaii, the level of awareness about the protection of reefs, the degree of preparation requires for the project and finally the impact of reference group. Whenever a student decides to involve him or her in a voluntary activity this attributes direct the decision of the student to which organization he or she may choose.

Multi- attribute model identified eight attributes, which are most influential attributes to the decision making of the students. In case of IMC campaign project of Hawaii Living Reef, the student positioned it in the middle where DAR got the top priority and Coral Reef Alliance got the less priority.

Trigger points

Though the students are most sensitive part of the society, but they do not drive with self-initiatives where their reference group work as trigger points. Here one of the most important matters for the students in decision making is the reference group as the teachers or other reference group may suggest any particular organization to choose by the students and the students may convince by the reference more. The reputation of the organization is also very important from the viewpoint of the students because they want to gather knowledge and want to work with an organization that has a good reputation and success in the field where it works.

Target Audience 2 Business

Definition

Business includes the business organization like tourism, fisheries, corals and professional fishers and tourist who directly involved with the beaches of Hawaii. This definition of business also includes other business organization and professional who are not directly involved with the Hawaii beaches.

Audience Profile

Hawaii is a symbol of natural beauty with a number of beaches and natural resources like the coral reefs, fishes, flowers, trees etc. Well number of business organizations and professionals are working in the states that largely depend on the resources of the ocean. Ultimately, this persons and organizations cause harm to the natural resources of the states especially to the sea resources including the coral reefs, fishes, and waters. IMC campaign project of Hawaii Living Reef Program targets this professionals and business organization for their campaign purpose. The tourism industry in Hawaii is well-organized and huge number of tourist visit the island during the various seasons of the year. Most of the tourists come to Hawaii through the management of the tourism organization. The leading touring company in Hawaii includes Hawaii Guided Tours, American Airlines Vacations, Classic Vacations, Hawaii Blue Sky Tours, Hawaii Holiday Service, Hawaiian Vacations etc (About.com). This organization arranges various programs for the tourists to attract them more which most of the time against the protection policy of the government to protect the reef. As an example, Tourist Company arranges scuba-driving, surfing, swimming, walking in the offshore, and fishing which causes the harms to the reef (Lingle Linda). The recreational fishing in the sea also harms the coral reefs and tourists sometimes leave the broken part of the fishing equipment, which damage the coral in the deep sea.

Benefits

IMC can involve this tourist and tourism organization to aware the tourist about this issues of protection and manage donation from them. The fisheries of the island are also a well-developed business where a large number of people went to the sea for acquiring the fish and coral. This consumption of fish and coral seriously damaged the existence of those and the angler excessively fishing in the sea. This people cannot understand the effect of their act and need to aware about the matter (DAAR, 2009). IMC campaign can involve them with the project through donation and other awareness program. Some other business organizations acquire coral from the sea for export and consumption. Most of the time, they collect corals from the near shore and damage the sensitive coral through stepping on it. This people can involve with the campaign through donation and awareness program and can contribute to the protection of these reefs. Finally, the other business organization of Hawaii and USA can donate to the projects of the IMC campaign as it a Corporate Social Responsibility of the business.

The true business people want to contribute to the society through various program initiated by the voluntary organization. Business people are busy with their work, and this group falls into the age rage of 18 to 65 and it is the biggest portion of age group in USA approximately 75% of the total population.

Decision Process

This business people characterized by the inherent busyness, less financial stress, need to give time and responsibilities to the family. As a result, this group cannot give sufficient time to voluntary activities like students but they enjoy vacation with family for a definite time of a year. They mostly spend vacation in the costal area where they enjoy sunbath, surfing, scuba driving, fishing, hiking, sight seeing, river, or sea cruising etc. If they properly motivated may use the vacation time in voluntary activities. They also can aware the people working with them and above all they can donate large sum of money to the organization that runs voluntary activities for social and natural welfare. Coral reefs are very important in this regard because sustainability of human largely depends on the sustainability of these natural resources.

Decision regarding participation in voluntary activities largely depends upon certain attributes. These attributes guided the decision of participating in which organization if they actually determine to take part in any voluntary social activities. These business people heavily rely on the information on performance and reputations of the organization in selecting organization for participation.

Current perceptions

The contemporary perceptions and values of the business community of Hawaii including fishing and tourism have fundamentally significant to appreciate individual perceptions of that has already been shaped with the factors influencing the Hawaii’s reef resources preservation. In traditional outlook before the awareness campaign compiled, there was an unparallel competition to destroying living reefs by both fishing and tourism but now their perception about reef preservation is as good or neither good nor bad. The successful achievement of the business community of Hawaii ultimately integrated with the local community’s understanding and current perceptions where their source of revenue depends on the effectiveness of the living reef management.

Reference Groups

When the businesspersons are the target audience, their reference groups would be their regulatory controllers, licensing authorities, bankers, colleagues, chamber of commerce including their friends and family and even their political parties. These reference groups act as the opinion former, motivate influence the behaviour of businessmen and reshape their mindset. The present IMC marketer has taken the reflection that the above mentioned reference groups provide the message in a more concise manner by which businessmen would easily bring their behavioural changes and take motivation that destroy of reefs is the decrease of their business.

Multi-attribute Model

Some attributes heavily influence the decision of the business people to participate in the activities of IMC campaign project of Hawaii Living Reef. Businesspersons want to use properly the amount they contribute for social welfare programs because they do not have enough time to involve directly themselves with the organization. Therefore, in deciding which organization they contribute mainly focus on the previous activities of the organization specially the success of the organization in doing the welfare of the society. The tourism business will consider how the organization can make success in ensuring a coexistence of the human and the natural resources without harming those. The reputation of the organization is another important factor to be considered and an organization which working for long time with success have a good reputation locally and internationally. How much it required for running the projects also very important as the amount of donation depends on it. In general, project on water resources requires more fund than any other project out of water and the amount of donation requirement is little high for water projects.

In the following attribute model, the businesspersons give more importance on the success of the organization and IMC campaign gets moderate level value than the DAR and Coral Reef Alliance. The variance length refers to the time required to implement the projects and IMC campaign get good weight in this regard. The affordability means the ability of the donor to afford required portion of money to the projects. Projects on coral reefs protection requires large sum of money, which may be less affordable for the businessperson. The knowledge and awareness level is also very important, as many people may not have the proper idea about the projects regarding the protection of the reefs.

Trigger points

However, the business communities possess some corporate social responsibilities but the ultimate drive is for making profit, which sometime creates conflicts to preserving reefs directly reduce the profit. In this case, the reference group would act as trigger points to motivate them protection and management of living reef should bring more profit for business in long run, which lead them to stop any negative attitude to the reefs.

Strategic Plan

This Hawaii living reef program will be a differentiated campaign, using two separate positioning strategies for Hawaiian residents, businesses, students, and visitors. The positioning strategies will concentrate on to reduce land-based pollution to improve coastal water quality as pollution in land adversely affect Hawaii living reef and increase awareness of pollution prevention. In addition, these strategies will help to develop general conception about the significance of living reef, supply chain management of these product and other issues. Here the motto of positioning strategy is to compare the current position with previous condition, which will clear their idea about the benefits of living reef, as people are unaware how they destroy these natural assets by their activists.

Strategy

Businesses Views of Hawaii Living reef program

This campaign project will attempt to build up awareness in all people of business sectors who are directly or indirectly damage the living reef by their business activities. The positioning strategy has designed considering following business area –

Fisheries Views of Hawaii Living reef program

The IMC campaign project of Hawaii Living Reef Program has the goal to integrate all the key export industries of Hawaii, which will be the key driver of this project. The people of costal area (The people of Honolua ahupuaa, Maui, Molokai, Oahu) are not conscious about living reef, over fishing, environmental change, land-based pollution, and illegal fishing. However, the current problems related with fisheries are not same in all area, so the outcomes of this campaign will be different. This campaign will communicate to the related person with fisheries to provide message about specific benefits that can be gained by caring the living reef.

However, the organizer of this campaign project is not pleased with this current position, and this IMC campaign project will assist to change their position by rising target audience awareness. The campaign will seek to aware people to stop spear fishing and recreational fishing in restricted area as fishing is unlawful inside the Marine zone. This strategy will be accomplished by raising awareness through communicating all of the negative sides as well as all the positive sides of fishing. This campaign may also aware people on few other issues, which also destroy Hawaii living reef, such as, careless collection of wild fish, using chemicals, fishing in protected area etc. In addition, they have to realize that their lifestyle is dependent on the Hawaii coral reef ecosystem. A group of volunteer who eager to visit marine area will work for to convey these initial significant messages to the fishermen as most of them are not using websites and poster would not be effective way to communicate with root people.

The particular elements of the general message of the positioning strategy include:

• Reducing over fishing by increasing awareness;
• Carry out a short term and long tern research program to success this campaign project;
• Teach and encourage positive behaviors;
• collaborative operational relationships with federal and state agencies;

Tourist including related sectors Views of Hawaii Living reef Program

The marketer of Hawaii Living Reef Program will aware all the people who are relate with tourism sectors, as the tourism industry is one of the fastest rising sectors of the global economy and they have lack of consciousness. Development of supportive organizations like hotel, restaurants, airlines, or transportation industry, tour companies within the Hawaii tour spots are directly accountable for the immediate damages of living reef.

Hawaii has the most attractive tourist’s spots to attract the travelers and the tourists or visitors are come from different countries, as a result, tourist spend lots of money for recreation and they have less interest to keep in mind that reefs are the natural and economic assets for Hawaii. In addition, most of the tourists have lack of knowledge regarding living reefs, many of them do not know about the rules and regulations. On the other hand, other related businesses are only concerned with short-term profits but they should also think about long-term survival. These businesses will not lasting if it lost its attractiveness, so, it is the responsibilities of the related organizations to control overuse the natural resources recklessly.

The climate of Hawaii is also changing because of global warming, and this can make some sort of abolition of the natural scenic beauties of Hawaii and travelers may not pay attention on this beauty. According to report of Hawaii.gov (2004), the government of Hawaii is very concerned about the Hawaii living reef and prospect of tourism industry and helps the industry in every possible ways.

Besides poster and leaflet, another strategy that can help this campaign to drive traffic to its website includes promoting through yahoo, msn, and google URLs and this is by having pop-ups as people access their mails. In this way, various tourists will be able to see the website as they access their emails. This campaign project will also use television adverts, it can advise potential tourists to visit its website for more information, and many tourists will start using its website. In this way, they get the opportunity to learn about living reefs, benefits of living reefs, coral ecosystems, importance of daily life, and contribution on national GDP etc. In this way, they would be aware from this campaign as most of the tourists are educated to understand its value.

This campaign provide the following messages:

• collaborative operational relationships with federal and state agencies;
• the tour companies should have corporate social responsibility, so, this Hawaii living reef Program move to stop over use of commercial tourist boat

Positioning Strategy

By using positioning strategy, the marketer of Hawaii Living reef Program will be able to aware the target audiences on important criteria or the place that the message obtains in customer’s mind in relation with other Coral reef campaign. Therefore, it will involve inserting the scheme’s unique advantages and differentiation in people’s mind.

Choosing a positioning strategy

• It will accomplish with sub- decisions as identification of possible competitive advantage, choosing of right competitive advantage and selecting an overall positioning strategy;
• In this planning, the 1^st option will focus on developing a competitive or differential advantage of the Hawaii Living reef Program through which it would be able to generate more value than other similar campaigns in terms of donation and grater benefits. That uniqueness will generate here in terms of service, and benefit factors;
• The second alternative will emphasise upon deciding on several differences for promotion by an indication of significance, uniqueness, superior, communicative, and other variables;
• Moreover, the final option will target on generating complete mixes of value of the brand, which can call as value proposition. Among the a variety of options of the following grid, “more for less” option will be select since the Hawaii Living reef Program will aim to make more value than competitive ones in association with performing more community awareness with less or no monetary effort, for instance

Strengths: it should determine the positive factors for promising campaign:

• The contribution of Hawaii living reefs on national economy;
• Cultural development;
• It is a number one tourist location

Weakness: – there have some weak points such as:

• Lack of volunteer for fieldwork;
• Lack of knowledge about coral reef;
• Inappropriate use of communication tools;

Opportunities: – it has several scopes for instance:

• Create a future prospect for business by increasing awareness;
• It can protect 60% living reef;
• Donation funds will help enhance this program and create new job opportunities

Threats: – for successful campaign, it should measure the risk factors:

• Rapid environmental change for human activities such as land based pollution, fishing pressure, recreational overuse;
• Coral reefs is going to damage natural disasters,
• Unawareness of residents and other issues

The importance of the campaign project of Hawaii living reef Program can easily evaluate from the SWOT analysis

The key problems of this campaign project

• Availability of sufficient budget to carry out the Hawaii living reef campaign project;
• All local people are not interested about this program;
• Farmers are not enough educated to understand the importance of this living reef as well as this campaign project;
• The objectives of this campaign project may hamper due to the relationship gap between management team and farmers.

The key opportunities of this campaign project

• The Hawaii living reef Program will help to simplify rules and regulations to implement and compliance;
• It will develop a IMC plan and advertising plan in order to increase public awareness of fisheries management proceedings;
• It will also assist to increase community involvement in environmental aspects;
• It will give more information about their role in the living reef ecosystem,
• It will evaluate the effectiveness of present strategies to save the living reefs and aware people regarding this issue;
• It will facilitate to find out new actions with potential funding sources for further development and refine existing actions and monitoring policies to concentrate on land-based pollution.

Key messages

• Hawaii life-cycle is dependent on the coral living reef ecosystem;
• This campaign try save the reef for the future and funds are available to learn more about the reefs and take initiatives accordingly;
• Significance of the Hawaii Living reefs in Native Hawaiian culture and development of tourism sector;
• In addition, it will amplify national and international awareness of the ecological, financial, as well as cultural importance of Hawaii living reefs;
• the campaign provides the message that the reef is alive.

Objectives

This campaign will follow DAGMAR Model to aware target audience and the following figure shows the model:

Benchmarks

• A survey will start on 15 June 2010

Time Frame

• This Hawaii Living Reef Program will continue from 01 August 2010 to 31 October 2010.

Awareness

• The main objective of this campaign is to aware people to decrease pollution, falling habitat devastation, restoring damaged reefs, reinforcement global actions and developing parliamentary accountability with coordination;
• The aim of this campaign is to increase awareness of businesses and fishermen by 20%;
• It will also increase the consciousness of the hotel management team to save the living reef by 5%;
• Boost the attentiveness of the students by 5%;
• Most importantly this campaign will encourage the local organizations, researchers, and teachers to work in this sectors;
• In addition, the motto of this campaign is to develop the consciousness of local publics by 10%;

Comprehension

• Increase the comprehension that Hawaii living reef is beneficial to those who want to continue their business in Hawaii Island by 20%;
• Increase the comprehension that the living reef program is offering part time job opportunities to students by 5%;
• Increase the comprehension of Hawaii living reef’s eco-friendly, sustainable initiatives to target audience by 5%.

Conviction

• Increase the range of target audience who believe the Hawaii Living Reef Program concept will have a meaningful impact on the lives
• Increase the intent of potential donors to donate to Hawaii Living Reef Program by 10%.
• Increase the number of website hits by 15%;
• Increase the number of number of associates by social networking sites like Face book or Twitter by 10%.
• Increase the number of phone call and e-mail inquiries by 20%.

Action

• In order to implement and develop a science-based ecosystem approach to living reefs protection with the aim of recognizes and builds upon imperative relations among adjacent and distant habitat linked with coral reefs;
• This campaign will try to build up a task force to widen a comprehensive plan for protection, and restoration of Hawaii living reefs;
• It will campaign to use adaptive management approaches intended to ecological adjust and emerging challenges;
• Increase awareness to take precautionary measures as suitable to protect Hawaii living reefs;
• To save from harm and replenish Hawaii living reefs ecosystems by reducing destructive human activities and incorporating the individual dimension into living reefs conservation strategies;
• It will suggest to create marine protected zone;
• Increase awareness in order to build up strong domestic partnerships amongst governmental, private and technical interests;
• This campaign has intention to decrease global threats to Hawaii living reefs by international technical as well as development assistance.

Evaluation of Objectives

The project of Hawaii Living Reef Program will initiate their objectives by issuing a survey to the target audiences to settle on the level of audience responsiveness of Hawaii Living Reef. Here it is important to state that the outcome of this survey will be effective from the very beginning as many people depend on coral reefs for part of their life cycle. As a result, they have sufficient knowledge to understand the importance of this survey as well as the overall campaign project.

Initially the survey will contain comprehensive questions to determine the knowledge of the local people, visitors, Fishermen, students, and other organization, which fight against environment pollution. However, some people have better understandings than other groups because some are directly deal with living reefs for their livelihood.

In this circumstance, the campaign project will more emphasize on the positive sides of the living reefs, such as, they protect lives, financial system, and cultures, save from erosion, motivate tourism jobs as well as opportunities, and play a vital role in nutrient cycling. In addition, the campaign project will also concentrate on the constructive parts of these reefs, for example, it supplies food to sustain Hawaiian diets, include 10% of the world’s fishing harvest, and grasp the prospect of technical and medical progresses. In order to build up awareness, this campaign project will show numerous data, which would be effective supporting evidence.

Overview of the Tactical Plan

This Tactical plan for Hawaii Living Reef Program intended to encourage, guiding, and motivate public perception to develop mass awareness among the target audience with the objectives to conservation, management and proper utilization of living Reefs of Hawaii. It also aimed to convey the message to the target audience that the economy and standard of living of the inebriants of Hawaii, is essentially an integral part of coral reef ecosystem and to emphasize on this drive the campaign that notes to the public slogan would be “A Living Reef Gives Our Islands Life”.

To raise public awareness, this tactical plan endow with an effective implementation policy that would be based on policy formulation, living reef protection measures, improvement of scientific know how, materialization of legislation and enhancing public enduring with the slogan ‘Save the Living Reef – Save Our Existence’, the focal point of the campaign. The impact of this tactical plan is very significant in terms of utilization, conservation and management of living coral reef of Hawaii with clear evidence of influencing the public awareness during the plan has endorsed. As part of Strategic plan, this section would suggest the way of implementing them with greater consideration on Living Reef resource management efforts devised with IMC tools. The tactical plan would ultimately uphold the strategic objectives of the campaign through a social marketing drive by using social integrated marketing communication tools though there some limitations like political uncertainty, changing governmental priorities, budgetary constrains, lack of action program, and poor effort to collaborate with stakeholders (DAR, 2004).

Background

Hawaii is a pacific island with an inhabitant of 1.3 million where almost 7 million tourists arrive here in every year, most of people depend on coral reef for their livelihood, and the economists identified it as tragedy of this area, raising pressure on this marine resources bring the threat of abolishing the island in to the ocean. The local authority has introduced some rules regarding exploit of the marine resources but often ignored by the people and has demonstrated as inadequate to administer the ocean resources. Consequently, the reefs of this area are now rigorously washing-out while the traditional Hawaiians has some ethical practice to conservative reefs and to use only which is needful, but the modern Hawaiians do not bother for effective encouragement and destroy the coral reefs without any care to the marine life legislation.

NOOA (2005) pointed out that the coral reefs of Hawaii contribute more than US$ 360 million per year in the GDP of Hawaii from its industries based on coral reef like tourism and recreation, fishing, aquarium, jewelry and academic research and proper government regulatory initiatives, investment and understanding to preserve living reeds can enhance the national economy for higher growth. As the coral reefs are the expensive and indispensable component of Hawaii economy, inhabitant’s lifestyles, their cultural heritage, it is mandatory obligation for the mass populace to make special care and awareness to preserve and management of living reefs (Coral Reef Outreach Network, 2004).

Approach to Tactical Plan

The Tactical Plan simulates the target audience to understand and communicate with the outlined living reef’s problem and expectations to apply their understanding on the proposed strategies and tactics through social marketing approaches with IMC tools that would restructure the thinking of target audience and lead the to take active participation to gaining the objectives.

Objectives and strategies

Goals of the Campaign ‘Save the Living Reef – Save Our Existence’

• To assemble and boost awareness of mass people about the significance of the living reef ecosystem to Hawaii’s existence,
• To pull together and enhance consciousness of the people regarding the economic implication of the living reef,
• To educate people how to utilize natural resources specially marine resources with out disturbing the ecological balance,
• To keep pressure on the legislative body of Hawaii to introducing up-to-date law and regulation to protect living reefs,
• To monitoring the unlawful devastating of living reefs,
• To keep pressure on the law enforcement authority to implement existing law and regulation to protect living reefs,
• To educate and encourage people for positive behaviors to the living reefs,
• The campaign ‘Save the Living Reef – Save Our Existence’ would collaborative with all local and international NGOs, governmental bodies, donor agencies to exchange and share knowledge, information to ensure right use of resources protect living reefs.

Target Group

• The campaign ‘Save the Living Reef – Save Our Existence’ has currently involved and targeted the initial audiences as-
• Local residents of all ethic groups
• Both foreign tourist and local visitors
• Local and multinational businesses concerns who are involved in business operation in Hawaii
• Politicians’ policy makers and legislators
• NGOs activists working with life
• Educationalist and researchers enthusiasts on living reefs

Messages

The campaign ‘Save the Living Reef – Save Our Existence’ has persuade the objectives to convey the following messages to the target audiences:

• The existence of the island Hawaii is dependent on the coral reef ecological arrangement,
• The survival of Hawaii is in serious threat to be submerged in to the ocean due to devastation of coral reef,
• Preservation and management of living reef can save Hawaii from the threats of water level incensement, global warming, and other environmental hazards,
• The reefs have life, nourish them; they will provide more wealth,
• Every citizen can take action plan to save living reefs and to ensure better living
• Learn more about living reefs and gain more resources for the future and living standard,
• The traditional Hawaiian culture considered living reefs as steward for them
• Resources are accessible to enrich your knowledge regarding the living reefs and their significance to the Hawaiian lifestyles
• The significance of the living reefs to the Native Hawaiian culture is to attract the tourists to Hawaii and keep contribution to the hospitality industry.

At the branding of the campaign ‘Save the Living Reef – Save Our Existence’, all initiatives of the tactical plan would agreed to keep its effort collaboratively to engender an extensive roadmap to support before going the public opening.

Theme & Big Idea of Tactical Plan

The campaign would generate a network of activists dedicated to preservation of living reefs, which would assist communication and provide capability to have shared decision-making corpse and the organizer of this campaign would be agreed to working collectively to extend resources and measures those are would be looked for to start up the campaign. Both the organizer and participants of the campaign would be granted that the campaign messages would keep positive motivation and life enhancing dynamics for conservation of living reefs. At the same time, they would also be agreed that the campaign strategy would boost and harmonize the existing efforts and encourage new attempts to enlarge focused interest among the mass public to ‘Save the Living Reef – Save Our Existence’.

This tactical plan would developed and placed to the governmental and nongovernmental organizations in a succeeding meeting where all the mechanism and tools were accepted and standardized by the participant group together with the logo, slogan as well general strategy has anticipated, all the groups shore up the slogan “Save the Living Reef – Save Our Existence”. The convention also approved to the designing a combined logo and pointed out that the strategy would be entitled as ‘Living Reef Movement’ in short.

Roadmap of tactical ideas

The most influential components of the present strategy is to design and develop a leading media package with web hosing, TV, radio and both print and electronic media to proclaim open end public announcements by means of spot ads those are designed with incorporated vital messages through audio and visuals. On the other hand, the ongoing media linkage elements would be included with regular press releases to the regional and national newspapers, publishing the quotes of environmental experts, analytical wittings, research findings, positive opinion of the citizens and general feedback referenced to the media. There should be an own bimonthly publication from the organizer of this campaign which incorporate stakeholders views, research articles, survey results, experts analysis, readers opinion, and lists of the supporters.

The proposed name of the publication would be LRM that stands for “Living Reef Movement” and would published in soft and hard copies to distribute through e-mail and postal service to the subscribers, NGOs, governmental agencies that spotlights on what the campaign is doing to save and manage living reef resources from destructions.

Implication of social marketing in the campaign

To integrate the social marketing tools in the campaign ‘Save the Living Reef – Save Our Existence’, it is essential to make it clear the concept of social marketing. The social marketing program takes the imitative that aimed to alter and modify the public behavior with the intention to achieving of social goals by understanding the determinant factors of behavior, which is essential to draw and design of effective interference of the mass people (TOU, 2010). The upfront of social marketing drive there should be consist of policy makers, social workers, politicians, legislators, regulators, academies and at the downstream, there are the related communities whose behavior motivation is the objective of social marketing drive. With the influence of upfront pressure, the social marketers kept their highest effort to influence the legislators, policymakers to remold their attitudinal and behavioral transforms of key performers like social workers and educators that would eventually force on the focal behaviors and test of the end users (Kotler and Zaltman, 1971).

The social cognitive theory has pointed out how the personal behavior an individual may shape and restructure through his environmental factors like friends, family and surroundings people’s perceptions, and interaction with different ethic groups as well as environment and it also explains how the communities acquire and uphold behaviors. Thus, the adoption of social cognitive theory to this campaign ‘Save the Living Reef – Save Our Existence’ would gear up the public awareness to understanding the living reef movement. At this stage of tactical panning of the campaign, it is necessary to engage the effective social marketing communications would go ahead with accurate uniformity of the campaign messages and ensure this motive; several elements of IMC would be integrated.

Tactics selection

The social marketing has been engaged in this campaign with the intention to achieve the goals of developing public awareness to the living reefs where the major differentiation-connecting commercial has pointed out as the dissimilarity of the nature of goals and objectives as it upholds goals of the society.

The social marketing can bring behavioral change and can pave the way the other rudiments of attitude for decisions making but the encouraging attitude and positive intents may not result a successful purchase, moreover there is no indication how far length does the consumer need to take a motivation. To overcome these dilemmas it is essential to adoption of integrated marking communication approaches.

Relationship Marketing

This IMC tool would be applied to the policy makers, and governmental officials of Hawaii. The Relationship marketing is the course of action to create a center of attention of the customers, become trustworthily to them, preserve, and extend the relationships with target group and by this process the marker applies to deliver this product or service to specific audiences. Due to the changing of marketing from a push in the direction of pull model, the target consumers are captivating additional control over their liking and precision as a result the quick response to the mass media by the customers has been decreasing. To overcome this challenge, the marketer of this campaign argued to drive to the relationship marketing with the endeavor to expanding more resourceful, innovative as well as cost-effective strategies to retain and set up loyalty for its target audience (DeYoung, 1988).

Belch & Belch (2009) added that the policymakers of the Hawaii living reefs have the opportunity of exposure to view to this IMC tool to extend relationship with the target group and the marketer must focus its messages with the significant difference that it delivers successful communication with decision makers, government officials, and elites including the tactics:

• Coordinating communication: The communication with the selected policymakers and officials would be obliged to coordinate by an individual who would visit in each location of them. Before visiting them, the staff member will send the publication and necessary information of the campaign for their prior review. This imitative eradicate the replication of efforts and bring the most of the impact and the selected personalities should be kept in touch by the both staff as well as well-trained patrons.
• Knowing selected officials: By gathering information, this marketer would identify all local and state officials in the project area, collect their basic data with background and interests, and then it will engage a volunteer later on the staff members would visit them.
• Get organized: The marker would build up a file of success stories on noteworthy living reef programs and welcome the selected officials to share with others and shape the sharing of success stories with interested legislators.
• The Communication plan: Volunteers of this campaign along with staff should talk one-to-one with major selected officials and volunteers would fill up an information sheets in favor of the major officials.
• Personal visits to legislators: This marketer has planned to have personal visit to the legislators especially including the ministry of livestock of Hawaii. The effective legislative visits would be more fruitful when it would be open discussion meeting with all classes of customers and the minister of legislator would address in favor of the present campaign.

Communication Objectives & hierarchy

In the midst of the target audience identified in previous chapter, this campaign effort would begin to spotlight on the communication objectives and it has demonstrated that customer’s reaction in stipulations of the hierarchy of effects that has the succession of phase with the prospective audiences would go in the course of initial awareness of the campaign to ultimate action. The hierarchy of effects has identified as follows:

• Awareness: When any innovative and unique product or service take entry in to the marketplace, construction of awareness on that product or service is very crucial for its success as a new service, here the campaign ‘Save the Living Reef – Save Our Existence’ would build 20% awareness among the target groups in the first year.
• Interest: Later on awareness development, it should bring interest among the target audience and in this juncture; the audience would embark on longing for protecting living reefs by their active participation where 20% of the audience would aware on the campaign in the preset year and it is hoped that it should increase at 40% in the next year.
• Evaluation: Among the 40% of audiences those who become interested in the present campaign, the organizer of this campaign want to evaluate with previous and on going campaign with coral reefs or living reefs.

Mass Media Advertising Plan

Media Objective

Though the media objectives of the HRL campaign argued with the selection media, where should it advertise, which media vehicle it would use, how often and how long time it will continue advertising, but the ultimate goal is to implementing the strategic plan of this campaign is to developing the public awareness for living reefs of Hawaii.

Media strategy

This Media strategy of the HLR campaign informs that how customers would know about the projects, which media the present marketer would select to come in to the touch of target audience. This marker is eager to introduce an effective media strategy that will start by taking into account of the different target audiences for the campaign and identify the most effective technique to reach at the right use of the media budget. Thus, this media strategy would address how the media can kept best influence rather than any debates. Keeping full attention to the target audience, this strategy would select the different Medias those would contribute proper utilization of the both financial and human resources, and promote awareness and manage the feedback for the success of this campaign.

Media Selection

The marketer of ‘Hawaii Living reef’ has aimed to select the following media to create the image of the campaign, it reputation and develop public awareness as well as raising fund for the campaign, the selected medias are—

• Newspaper: Newspaper is the prime adverting media for the any new business drive to come in the attention of mass people. HLR¹ movement would decide to start and continue paid circular advertising in the newspaper for long term at lest 5 national and regional dailies, 5 weeklies. Occasionally they will go with gift coupons, which the readers cut, fill-up, and return to the marketers.
• Radio Advertising: The HLR campaign has argued to select the Radio advertising due to address the Fishermen and grass root level communities who work in the remote areas and directly related with the destruction of living reefs. Radio adverting would develop potential outcomes for the campaign with a sense of urgency and flexibility and considered as a precious selection to reach its messages.
• Television Advertising: The marketer of the HLR campaign has emphasized to select television advertising as it considered the television is the ultimate destiny of entertainment in this era and people are always in relaxed mode. This marketer would get more opportunity to demonstrate its creativity, credibility and to reach to the mass public quickly but considering the high cost of TV advertising, this marketer would support for periodic TV advertises during national holidays and in the occasion of national festivals

• Yellow Page & Directory: This campaign would also interested to adverting in the national and international Yellow Pages and Directories, as these thing are used by the business communities and keep them using for longtime, at least one year.
• Outdoor Advertising: For the ‘Hawaii Living reef’ marketing campaign Out door advertising can keep huge contribution to achieve the objectives of the campaign the setting billboard in the public domains such as subways, terminal and airport roads and printed posters in the taxicabs, train and buses, boats and steamers.
• Printed promotional materials: This campaign is eager to publish a regular bimonthly publication that expresses the manifesto of this drive and distributed to the interested subscribers free of cost. Moreover, the campaign also distributes festival card, notepads with printed logo and slogans of the campaign.
• Special Advertising & others: In different festival, the HLR campaign would organize open concerts with the famous rock stars to develop public awareness.

IMC Plan

Sales promotion

The marketer of Hawaii living reef Program mainly use two different sales promotion strategies to raise funds for this project and inspire volunteer. Here, it is necessary to mention that saving living reef is costly project, so one of the aims of promotional tool is to increase donations. As a result, it will offer some amenities for them, for example, announce awards and other services, like, it will publish the name of donor in the website of marketer.

Objectives

• Aim to raise donations from the target audiences;
• In order to enhance participation of those people who cannot be volunteer, but intend to assist to carry out this project;
• To encourage friends and family members to donate or be a volunteer of this company

Website

The website of the marketer of “Hawaii living reef” is the main source of information for the target audience as well as for other visitors. Therefore, the marketer of this campaign will recruit some researcher to collect data of present situation and write their opinion regarding this issue in the company’s website. Meanwhile, the marketer will develop a new dynamic website, which would contain more information and user friendly to attract more people and it will offer special gifts for regular visitors.

Objectives

• It will give an option to the web visitors to submit the valuable opinion for future development and these opinion will be published on the visitor comment page;
• It will stimulate a higher frequency of visits;
• It will join with several social network to get more visitors as students and tourists are spend lots of time in these sites and the campaign will be effective if few of them be aware the Hawaii living reef issues;
• Add campaign slogan to the website including the brochure, survey, and newsletter;
• It will keep space for advertisement and link these with other sites;
• The students may create own account for their research works;
• It will provide job opportunity for those persons who wanted to a prominent researcher of volunteers.

One to one marketing

Belch & Belch (2009) argued that the marketer might study about the demand of target groups by using one to one marketing. However, the marketer of the Hawaii living reef Program hopes to use this strategy to communicate with its target audience. When a customer will resister or visit the website, it will store the relevant data and use it for further direct communication process:

• Its aim to supply more information by providing newsletter and e-books;
• Encourage students to subscribe this site and contact with other friends to know about the campaign;
• In order to aware people that the Hawaii living reef is destroying for human activities and it is the proper time to stop;
• It will aware businesses as they have more experience of using this marketing system

Public relations

The HLR campaign considers its public relation as its practice of organizing communication among the organization and its related publics, where the public relations gives it an unique exposure to the audiences concerned with public interest such as news matters that endow with an intermediary endorsement but not concerned with any direct payment. The public relation activities of the HLR campaign incorporated verbal communication at press conferences, functioning with the media, engagement of social media, predicament communications, governmental affairs, industrial relations, employee relation associated with maintaining public image for the elite class, and investor’s relation (Ward Research, 2001).

The financial public relations of the HLR campaign providing information essentially to the business reporters as quarterly progress report published for the stakeholders when its Product public relations has engaged to fast publicity for public awareness to the living reef and its Crisis public relations involved to responding to all the negative indictments regarding living reefs information flow.

Building brands

According to Keller (2009), there are mainly four major steps in building strong brand, help to accomplish objectives of an organization to target audience and these are brand identification, meaning, responses, and relationship. In order to building strong brand image, the marketer of the Hawaii living reef Program will take some forwarding steps for target audience and these are:

• The marketer of the Hawaii living reef Program will develop its brand by using existing brand awareness, knowledge, and image to target audiences by focusing on brand name, logo, symbols, design, package, and functional performances;
• In addition, it will take the help of various IMC activities, for example, mass- media advertising, sales promotions, sponsorship, websites and direct mail or one to one marketing;
• It will focus its competitive advantages in order to develop and sustain brand identity and equity;
• It will develop its brand as a social marketer; so, it is more concerned with telling people how to behave with living reef.

Ads and other IMC sample

LHR campaign has considered its advertising should always designed keeping central focus of the themes and a few of their headings and graphics has exemplified as below:

AD-1

• Heading: – Do you care for your motherland, then care for living reefs
• Graphic: – Traditional Hawaiian catching

AD-2

• Heading: – Stop polluting water resources, save the living reefs
• Graphic: – Millions gallons of sewer flowing from onshore to offshore and living reed are dieing

AD-3

• Heading: – Extend your hand to save the living reefs and make our island prosperous

Overall Budget

The Overall Budget for this campaign package including marketing communications budget for the financial year 2010-11 has been more often than not inspired with operational research, publication, media charges, production, and equipment cost. An accounts officer, communication manager, graphic designer, web-publisher has already been appointed, Photographic equipment, multimedia products, and software has been acquired, the graphic designs for publication, video production, and advertising quotation already been soughed with the intention of procuring them by the end of June 2010 financial year. Due to a five years plan, it would borrow the campaign costs, necessary investment for the project would be lent from the bank or other donor agencies and should be returned after each campaign from the earning and contribution of subscribers and funding from the governmental and donor agencies.

Evaluation

The strategic tools those are working next to the overall plan, like maintenance of stakeholder databases, generation of key messages for public, publications in soft and hard copies, content management opportunities, would be continue to shape the execution of the strategies outlined and the cost would be integrated with staff salaries.

References

Alber, S. C., et al. (1998). Hawaii Climate Change Action Plan. Web.

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Footnotes

1 – Hawaii Living Reef