Executive summary
In the recent past, Herts Young Homeless Group has experienced challenges emanating from the new government agenda, homelessness trends and public spending cuts. If not addressed, these issues may threaten the organization’s ability to provide quality services to its clients. It is with these undertones that the organization has decided to embark on an advertising campaign in order to attract more sponsors and volunteers.
If successful, this integrated marketing communication plan will enable the organization to raise adequate funds to sustain and foster its growth amidst these challenging times. The Integrated marketing communication plan is expected to take last for six months and will cost $1500.
Situational analysis
Company and services history
Herts Young Homeless Group (HYHG) is an independent charitable organization dedicated to the provision of integrated services to homeless youths between the age of 16 and 24 years. The organization was established in 1988 in a bid to address the issue of homelessness among the youth of Hertfordshire (hyhg, 2011).
The organization works with young people who are homeless or at risk of homelessness within this region. To achieve this aim, the organization seeks to secure and maintain accommodation for the victims through prevention, crisis intervention and employment tenancy programs (hyhg, 2011).
Through its team of dedicated employees, sponsors and volunteers, the organization has recorded a proven track record of success throughout its existence.
The organization specializes in offering different services including but not limited to:
- 16 – 24 mediation
- Crashpad
- Floating support
- Herts Health Action for the Homeless (HHAH)
- Under 16s mediation among others (hyh, 2011).
These services are designed to help homeless people and those at risk of homelessness to cope with various factors (health, social and psychological) that may inhibit their ability to succeed in life or live independent happy lives. Over the years, the services provided by the organization have recorded significant success. In 2011, the organizations assisted over 2,500 young people deal with their issues, and ultimately get their lives back on track (hyh, 2011).
The table below shows the success rate of each program within the 2010/11 year
Source (hyh, 2011, pp. 6 – 11)
Service evaluation
The organization has internal and external competitors. Internal competitors include various partners that work in collaboration with HYHG so as to provide its wide range of services. Some of these partners have vast resources that may be employed to provide a competitive advantage against the organization.
External competitors include new entrants and existing charity organizations that may have better social and financial networking skills. On the same note, local authority temporary accommodation programs are also external competitors since they have consistent financial and infrastructural support from the government.
Despite these competitors, HYHG is able to compete effectively due to its proven track record of success and quality services. The skill and effort employed by the players is unmatched. In addition, the organization has over the years established a good reputation from its clients, suppliers and supporters through its work ethics and affordability of services. This too helps it maintain a competitive edge over its competitors.
Consumer evaluation
As mentioned earlier, the organization offers integrated services to male and female youths between the age of 16 and 24 who are homeless or at risk of homelessness. According to sources cited by Coyne (2007, p. 6), homelessness is as a result of family breakdowns, conflicts and communication problems.
The age bracket selected is vulnerable to homelessness since the youths are in the process of self discovery and realization of self. This stage of development is very critical and perhaps the most challenging in one’s life.
Brand positioning
Throughout the years, the team at HYHG has worked tirelessly to establish a reputation based on quality, passion and integrity. This has been done to ensure that the people we cater for consider us as a reliable ally in their fight for independence and conflict resolution. The organization wants its clients to perceive it as a one-stop-point for all family resolution issues.
Objectives of the IMC
General objective
The campaign seeks to boost awareness of the organization’s services and impact across Hertfordshire.
Specific objectives
- To increase the support and donations from private individuals
- Attract financial and other support from corporate sponsors.
The Unique Selling Proposition (UPS)
HYHG offers individuals and corporate sponsors an opportunity to partner with a reputable charity organization in its quest to positively impact the lives of homeless youths and those at risk of homelessness by giving them a fighting chance to an independent and successful future.
While there maybe other charitable organizations committed to this cause, HYHG maintains a track record that cannot be matched by other organizations. Individuals and corporate sponsors will have an avenue through which they can fulfill their social and corporate responsibility to their community by helping those in need achieve their desired life goals.
The Creative Strategy
Each contribution will make a significant impact on the lives of the youths affected by homelessness in Hertfordshire. The campaign theme is “fostering independence by empowering the youth”. Considering the current economic, psychological and social difficulties experienced by majority of people around the world, it is a worthwhile endeavor for the capable to help ease the troubles experienced by the less fortunate.
The successful completion of this campaign will give the homeless youths in Hertfordshire the slice of life that they could otherwise have missed without the support of compassionate members of society.
The IMC plan
Advertising
Lester (2006, p. 75) defines an advertisement as “any form of non-personal presentation and promotion of ideas, good and services by an identified sponsor”. Print, audio and visual media shall be used to create awareness of the services offered by HYHG in a bid to raise its profile locally. Specifically, posters and internet advertisements will be used in order to reach more people.
In addition, direct marketing will be used as the pull marketing strategy. Volunteers and members of the community will be encouraged to market the organization to their friends and families. Similarly, a direct sales team will visit various corporate entities in a bid to solicit their donations and support to this just cause.
E-communications
According to Veltman (2006, p. 509), most people have access to the internet and spend a significant amount of time surfing. As such, links will be integrated in social media sites such as Facebook and twitter. In addition, adverts will be linked in various sites that attract traffic.
This will ensure that people get the message and are redirected to the organization’s website where they can get more information on how to play an active role in changing the lives of others.
Charity events
Three charity events will be organized during the campaign period. These events will be held in strategic locations across Hertfordshire. They will involve raffle competitions and other activities, which will help the organization, create awareness of the issues it handles, all the while raising the funds needed to support its operations.
Advertising schedule
Promotion budget
Since HYHG is a non-profit organization, the cost of running the campaign for the six months will be deducted from the donations received. After careful deliberations with the financial and PR departments, it was established that $1,500 would suffice in financing various aspects of the campaign. The proposed budget is as follows:
- Internet advertisements $150
- Posters $ 300
- Direct sales expenses $200
- Radio and TV advertisements $600
- Overhead expenses $250
Implementation recommendation
For this campaign to be successful, organization of the available resources is very important. As such, there must be a committee selected to oversee all aspects of the campaign are well planned and organized. In addition, forming strategic alliances with media outlets and government institutions will see to it that the organization meets its target within the given timeframe.
Forming alliances with influential partners reduces the cost of marketing and expands the market base since the clients of such partners are likely to offer their support.
References
Coyne, B 2007, Homelessness: a bibliography, Nova Publishers, Boston.
hyh 2011, About Herts Young Homeless, Web.
hyh 2011, Annual Report 2010/11. Web.
Lester, PM 2006, Visual communication: images with messages, Cengage Learning, New York.
Veltman, K 2006, Understanding new media: augmented knowledge & culture, University of Calgary Press, USA.