2. TEAM NAME
WHITE
TEAM MEMBERS
PINKY THAM ROGER GOH ERIC COUTET
MANAGING DIRECTOR CREATIVE DIRECTOR STRATEGY & RESEARCH
JESSLYN HIEW MING YANG NG YUEJIN MENG
MEDIA PLANNER COPYWRITER ART DIRECTOR
KEN LI
ACCOUNT MANAGER
SCHOOL NAME
RMIT UNIVERSITY
SCHOOL WEBSITE
www.rmit.edu.au
3. 1 EXECUTIVE SUMMARY
2 CAMPAIGN OBJECTIVES
3 CURRENT SITUATION
4 KEY ISSUES
5 SWOT ANALYSIS
7 4Ps
8 COMPETITOR ANALYSIS
10 TARGET AUDIENCE PROFILE
12 COMMUNICATION STRATEGY
13 CREATIVE BRIEF
15 CREATIVE STRATEGY
16 CREATIVE EXECUTION
25 MEDIA PLAN
26 MEDIA RATIONALE
29 INTEGRATED MARKETING PLAN
31 RESOURCE PLANNING CONSIDERATION
32 BUDGET
33 EVALUATION
34 LONG TERM CONSIDERATION
4. EXECUTIVE SUMMURAY 1
“Do not wait for leaders; do it alone, person to person.” Mother Teresa. As Mother
Teresa has said it, we have dedicated this plan book and our campaign to hopefully
help and assist the physical disable. We understand the differences the dog would
made to physical disable and we energetically translate it to our campaign.
Research affirms that Assistance Dogs Australia are lacking of awareness in terms of
their doings as whole. Besides that, research also shows that Assistance Dogs Australia
is facing lack of resources in term of money and human resources. To help Assistance
Dogs Australia to translate a better message on their on-going effort for the physically
disabled, we will be tackling the key issues which are the awareness of Assistance
Dogs Australia and the organization’s profile, increasing public support and donations
rate. One of the greatest challenges would be raising the awareness of Assistance Dogs
Australia hence we choose to tackle it on our first year of the campaign. To help tackle
the issue of awareness, our campaign would be focusing on creating a strong and
impactful message to the target audience.
The aim is to create a message that makes the target audience feel more compelling
towards the organization of Assistance Dogs Australia – Making Lives Whole. The
climax of our message is to enlighten the target audience that their support through
Assistance Dogs Australia is a means for them to lend a helping hand to the physically
disabled.
Our campaign would have a strong integrated marketing plan to ensure driving maximum
traffic to Assistance Dogs Australia website which has the more eloquent details about
the organisation. Our media selections also ensure maximum reach while maintaining
minimum funds.
With our plan book recommendation, we hope we would be able to touch the hearts
of our target audience and create a better world for the physically disabled – that the
adventure of making the physically disabled feels as a whole begins from here...
5. 2
CAMPAIGN OBJECTIVES
The overall objective of this campaign is to raise public awareness of Assistance
Dogs Australia amongst the target audience.
THIS CAMPAIGN WILL BE FOCUSING ON
- Raising general awareness of the importance of Assistance Dogs Australia
dogs to the physical disable.
- To help the public understand the role of Assistance dogs and their public
access
- To increase donation rates by 20% per annum by the end of year 2010
- To increase corporate and family support by 30% in the next 12 months.
This campaign is meant to create a stronger image of Assistance dogs and to
enhance knowledge of the importance of Assistance dogs to the physical disable
people.
6. 3
CURRENT SITUATION
- Assistance Dogs Australia consists of 90+ recipients, over 100 volunteers,
320 members in regular giving program, many donors, corporate supporters and
supporters who purchase their merchandise.
- Majority of support based in Sydney with a large portion based in Sutherland Shire.
Furthermore, majority of volunteers live and work around Heathcote and corporate
supporters are in Sydney or Melbourne.
- No staff, volunteers or dogs in training on a regular basis in other states than NSW
and VIC.
- Currently have dogs training in community setting in Sydney, Melbourne, Perth
and Wagga Wagga and correctional centre based in Wagga Wagga, Bathurst and
Toowoomba.
- Financial supporters, event attendees and sales supporters consist mainly of
women between the age of 30-55 years based in Victoria, Sydney and Perth with a
small representation in Perth.
- The only state without Assistance Dogs Australia dogs in service is the Northern
Territory.
- Awareness of Assistance Dogs Australia’s service is higher in VIC, followed by NSW.
- Overwhelming support from West Australians gained with via editorial print media.
- Assistance Dogs Australia receives no ongoing government funding.
- Up to now, majority of promotion has been pro-bono opportunities. Assistance
Dogs Australia qualifying for CSA support for both TV and radio has had occasional
airtime mainly on community TV.
- Each dog cost $25,000 to train and are placed to the recipients free of charge.
7. 4
KEY ISSUES
Communication Issues:
Assistance Dogs ≠ Guide Dogs
Marketing Issues:
a. ‘The biggest issue facing Assistance Dogs Australia
is that of profile.’
Lack of historical = Consumer has less confidence
background Brand has less awareness
b. An indistinct category.
Weak brand differentiation = Misunderstanding
c. Competition.
Lack of exposure in the community
d. Financial support
Low on budget; High level of competition
8. 5
SWOT WEAKNESSES
- There is hardly any publicity,
ANALYSIS weak profile.
| one - Assistance dogs are often being
mistaken as Guide dogs.
- People think Service dogs have
no full public access rights.
- The supply of service dogs’
supply is low.
STRENGTHS - It is expensive (A$25,000) and
time consuming (2 years) to
- Service dogs have the same
train the dogs.
full public access rights like
guide dogs.
- Assistance Dogs is often used
as an umbrella term to include
- The innovative dogs training
hearing and guide dogs and
program “Pups in Prison” is well
this has left much confusion in
supported by the government.
Australia about the legitimacy
of service dogs.
- The only Assistance Dogs
organization in the southern
- The organization is small;
hemisphere accredited by
majority of the corporate
Assistance Dogs International.
supporters are still based in
Sydney and Melbourne; there is
- A charity that provides dogs
a lack of exposure in
free of charge to the recipients.
other states (South Australia
particularly).
- One of the few tax deductible
registered charity organizations.
- There is a long waiting list for
the service/companion dogs.
- The dog does not solely that
guide the recipient but is also
- ADA has had no method of
serves as a companion for the r
recording success or measuring
ecipients.
success in the past.
9. 6
OPPORTUNITIES THREATS
- Assistance Dogs Australia is a - Competitors offer similar
very young charity organization services with enough supply of
(it has only been around for 13 assistance dogs.
years) as compared to Guide
Dogs (60+ years); hence there - Competitors use identical
is still chances to grow. tactics and marketing
objectives to entice the donors.
- Regional Press is the supportive
media that is always ready - Difficult to replicate the
to publish the stories of their same exposure (in Sydney and
recipients. Melbourne) in other states due
to the lack of staff and no dogs
- Innovative and creative training in those area.
programs can help to attract
potential donors and clients. - The lack of equal spread
across the nation, especially
- The demand for assistance in South Australia, allows room
dogs is growing from year to for competitors to grab
year. potential clients and donors.
- To build on the lack of
awareness.
- The promise of providing
companionship and hope to the
recipients.
- To gain greater corporate and
government support.
- To deliver a better
understanding of the workings
of Assistance Dogs Australia
and how service/guide dogs SWOT
play a part in the process.
ANALYSIS
| two
10. 4Ps 7
PRODUCT
- In Assistance Dogs Australia, there are two types of dogs being trained: Service
Dogs and Companion Dogs.
- Service Dogs have full public access right that would be assisting an applicant
that have physical disability. Service dogs are meant to assist the applicant in
their everyday tasks.
- As for Companion Dogs, they do not have full public access but however
are trained to be well socialized and a good companionship to the applicant.
Companion Dogs are meant to reduce the feeling of loneliness and help the
applicant to re-connect with the community.
PRICE
- As Assistance Dogs Australia is an NFP, they do not technically have to set a
price for Assistance Dogs. However each of the dogs need time and energy to
be trained.
- Each Assistance Dogs takes 2 years to be trained through various stages by
volunteers, prison inmates and professional dogs’ trainers.
PLACEMENT
- Assistance Dogs Australia is known to be more active in Sydney and Melbourne
as most of the corporate sponsors are from these two cities.
PROMOTION
- Assistance Dogs Australia relies heavily on free media coverage for their
promotions.
- Assistance Dogs Australia does have media coverage with ‘Australian Story’
which is able to generate a large amount of interest.
- In general, Assistance Dogs Australia has obtained a limited amount of media
coverage because of the limited budget to promote any fundraising events.
11. COMPETITOR ANALYSIS | one 8
ASSOCIATION OF AUSTRALIAN ASSISTANCE DOGS (NQ) INC.
- Formed in the year 2000 in Mareeba, NQ, the Association of Australian Assistance
Dogs (NQ) Inc [ASDOGS(NQ) Inc] is an organisation dedicated to the training and
promotion of accredited Assistance Dogs for people with disabilities.
- ASDOGS(NQ) Inc. is a charitable organisation, established to train and provide
Assistance Dogs to help people with disabilities to achieve a greater independence.
- Have an active online forum keeping the clients, donors and dog lovers updated
about the latest Assistance Dogs news and events.
GUIDE DOGS (NSW/ACT)
- Guide Dogs NSW/ACT’s has a broad range of services - White Canes, Guide Dogs,
GPS and electronic mobility aids and general mobility training, allow us to help
anyone living with blindness or impaired vision to get around safely and more
confidently.
- All of the services are provided free of charge to residents of New South Wales and
the ACT.
- The specialist orientation and mobility instructors visit you at home, school, work or
wherever required.
- Puppies Online is Guide Dogs NSW/ACT own online club to keep the potential clients
and donors together. It is free to join and by joining Puppies Online you will get
unique access to downloads and news from Guide Dogs NSW/ACT.
- Online shop that sells a wide range of great products that are purchased from their
suppliers and all of the profits will be spent on training the pups and those who need
them.
- Pets As Therapy (PAT) is a free community service provided by Guide Dogs NSW/ACT.
Their primary goal is to fulfill the companionship needs of people who may be
disadvantaged because of age, illness, disability or isolation throughout New South
Wales and the ACT.
12. COMPETITOR ANALYSIS | two 9
LIONS HEARING DOG
- Provide hearing dogs and training in their use to hearing impaired people the country
and free to those the serve.
- Their clients are based on people with a hearing disability lving in all parts of the
country and just like everyone else, they want to manage their lives with as much
dignity and independence as possible.
- Lions Hearing Dogs are trained in a particular work task, Sound Awareness.
- One of Assistance Dogs Australia’s major competitors in South Australia.
- The Australian “Lions International” organisation and our other generous sponsors,
whom we list in our Sponsors page.
A.W.A.R.E. DOGS
- A NFP organization which mission is to; train, organize and administer volunteers and
professionals alike to physically disabled people and partnered with an Assistance
Dogs which have total access rights in nearly all situations.
- The use of all types Assistance and Therapy dogs for the education, rehabilitation,
healing, and aid of distressed, and ill or disabled individuals. This intercession will
help to enable the person to lead a fuller life with a greater degree of independence
and well-being.
- Service available throughout Australia. in three states- Victoria, Tasmania, and
Queensland.
- Free of Charge service.
- It is aimed of making Assistance Dogs accessible for individuals with Invisible
Disabilities- It is to make ground breaking changes for people living with mental
health and other developmental issue.
- Mainly acquire the dogs from animal shelters and rescue groups.
13. 10
TARGET AUDIENCE PROFILE | one
PRIMARY TARGET AUDIENCE
DEMOGRAPHICS
Age: 30-45 years old
Sex: Women
ATTRIBUTES
- Have higher average incomes than any previous generation and more
knowledge of financial investments
- Values reflect concerns for making the world a better place
- Women in their thirties and forties are entering a period of reevaluation,
recognizing the need for financial planning for retirement and are receptive to
looking at planned giving vehicles
PSYCHOGRAPHICS:
- They do not base philanthropy on business connections or a desire for public
recognition but take philanthropy personally. They value relationships with an
organization to which they contribute. They want to understand and help shape
their programs.
14. 11
TARGET AUDIENCE PROFILE | two
- Women are likely to give volunteer time first before committing to make a
major gift. It’s the way they establish trust and confidence in an organization
- Work as a volunteer is the way many women test fit between their values and
the interests and values of the organizations soliciting support
- They have a desire to make a difference rather than preserve status quo
- They are committed to giving, traditionally expressed through volunteer work
and increasingly through financial support.
SECONDARY TARGET AUDIENCE
DEMOGRAPHIC
Age: 19 – 29 years old
Sex: male and female
ATTRIBUTES
- Leaders of the future.
- Technology savvy.
PSYCHOGRAPHIC
- Socially conscious.
- Believe in giving, participating in nonprofits, donation of time and resources.
- Believe that they play a key role in making a world a better place.
- Likely to influence the opinions of others in various areas of life.
15. 12
COMMUNICATION STRATEGY
CREATIVE STRATEGY It will focus on creating a presence for
Assistance Dogs Australia by helping our
potential donors understand our core
interest - Making Lives Whole
IMC PLAN Specific IMC tools are chosen to create
an integrated message for the campaign
which will be focusing on driving traffic to
Assistance Dogs Australia website.
MEDIA RATIONALE Online/Internet is chosen as the main
media channel because it can reach the
maximum target audience with minimum
funds.
16. CREATIVE BRIEF | one 13
BACKGROUND:
- Assistance Dogs Australia is to enhance the quality of life for people with
physical disabilities
- An NFP Organisation offering dogs free of charge to people who are disable
and looking for companionship.
- Two types of dogs available in Assistance Dogs Australia , service dogs and
companion dogs
- Assistance Dogs Australia has been around for 13 years but still a young and
growing charity .
POSITIONING:
- Assistance Dogs Australia is an NFP organization often mistaken as a Guide
Dog due Organisation’s due to lack of branding.
- The Organisation does not have any strong positioning.
COMMUNICATION OBJECTIVE:
- To increase general awareness and raise the organisation’s profile amongst
the target audience by 25% in the next 12 months
- To increase the donation rates at 20% per annum.
- To increase awareness on the roles of Assistance Dogs
- To increase corporate and family support by 30% in the next 12 months.
WHO ARE WE TALKING TO?:
PRIMARy: Females, 30-45 years old of age with middle class or affluent standing.
SECONDARy: Prospective volunteers and donors.
WHAT DO THEY THINK NOW?:
- Many people do not understand that Service Dogs trained by Assistance Dogs
Australia have the exact public access rights as Guide Dogs.
- Many people do not understand the differences between Services Dogs and
Guide Dogs.
- There is not enough awareness on how valuable Assistance Dogs Australia
Service dogs could be.
WHAT DO WE WANT THEM TO THINK?:
We want the Target Audience feel part of the solution, be empathetic about the
disable person condition and be involved with Assistance Dogs Australia.
17. CREATIVE BRIEF | two 14
SINGLE-MINDED PROPOSITION:
Making lives whole.
SUPPORTING REASONS:
- Assistance Dogs Australia organization makes a person with physical
disability feel more complete through increasing his/her independence and
thus freedom
- Providing companionship through the dogs
- Indirectly building their self-esteem and confidence.
BRAND PERSONALITY:
- Optimistic
- Empathizing
- Secure
MANDATORIES:
- Assistance Dogs Australia logo
DELIVERABLES:
- Online: youTube, Facebook, Twitter, Blogs
- Ambient: In-store Display
- Promotional Packaging
- PR Event
18. 15
KEY STRATEGIC INSIGHTS:
An assistance dog makes whole the life
of a person with physical disabilities
by meeting to his/her physical and
CREATIVE emotional needs and more than that
being there as a constant companion
STRATEGY Assistance Dogs Australia is a young
organization many people do not know
about our profile - WHO WE ARE and
WHAT WE DO
STRATEGY:
Creating a presence for Assistance Dogs
Australia by helping potential donors
understand our core interest - MAKING
LIVES WHOLE
Our creative strategy narrows its focus
on the message of how Assistance Dogs
Australia is making an impact in the
lives of people with physical disability.
In our strategy, we strongly believe that
building awareness for Assistance Dogs
Australia is the single first stepping stone
to which we will stick in the minds of
our target audience, thus moving them
towards considering their involvement
with us through first understanding
who we are and what we do to make a
difference in people’s lives.
19. CREATIVE EXECUTION | one 16
VIRAL VIDEO
In our viral video, we aim to illustrate the story of what a person with physical
disability faces in a wheelchair and how an assistance dog becomes the very
support the person needs to overcome these difficulties. The main character in this
case, a young man, suffering from physical disability, dreams of what he cannot
do in his own home, is being done for him. He awakes to a terrible truth that he is
back to reality, struggling to reach for his wheelchair. All he has dreamt is fulfilled
by his assistance dog which comes into the picture only at the end. The scene ends
with a heartwarming imagery of how the assistance dog and the recipient share an
intimate relationship with each other. The video ends with a call to action to direct
our viewers to the website where they can find more relevant info and be involved
with us.
20. VIRAL AD - STORYBOARD | one
John wakes up in the morning. He is He gets up from bed John’s wheelchair moves almost John’s shirt being removed for
in a dream. magically towards him him without him having to do it
(Dream-like MUSIC starts playing)
Fridge door opens for him Bottle drifts towards him as he Bottle slips from his hands Bottle being lifted up to him
reaches for it again
17
21. VIRAL AD - STORYBOARD | two
John is outside of his home, Lift button is automatically He moves out on to the street He is about to cross the road
moving towards a lift pressed for him
As he crosses, a car suddenly He falls backward in shock [Scene cut back to him being [Silence] John reaches hard for
zooms past in bed] John wakes up from his wheelchair a distance away from
dream him, it does not move towards
18
[Dream-like music stops] him like in his dream
22. VIRAL AD - STORYBOARD | three
He is utterly dejected He becomes pensive He hears something moving and The wheelchair starts to move
looks towards him like in his dream
His Assistance Dog, Sparky, John and Sparky sharing an
slowly nudges the wheelchair intimate moment
towards him
19
23. CREATIVE EXECUTION | two 20
ONLINE
Facebook
It is the ideal platform for users to interact. Assistance Dogs Australia can exploit
this popularity by creative a fictitious account for the Assistance dogs. This account
will feature the past and recent pictures of the Assistance dogs, alongside with its
profile. This takes it to a more personal level because people adding the dog as a
friend on Facebook are doing the same as adding their friends. It does not take
much effort to update the dog’s account, taking into consideration the updating
process involves uploading new photos and posting shout-outs.
25. CREATIVE EXECUTION | two 22
Progress bar
A donation progress bar is placed in blogs and the Assistance Dogs Australia website.
It is a clear, succinct way of providing updates on number of waiting recipients,
number of available dogs and how much more the organization needs before it is
able to fully train a new dog. This helps to increase awareness of the happenings of
Assistance Dogs Australia.
26. CREATIVE EXECUTION | three 23
AMBIENT MEDIA
In order to further help people to understand the work that Assistance Dogs Australia
does. We have decided to capture the attention of our target audience by bringing
the situation that a person with physical disability faces into the supermarkets
where our target audience is.
Fridge Door – Rope
Ropes are attached to supermarket fridge doors aims to simulate the home setting
of how an assistance dog helps support a person with physical disability. This will
bring interest in seeing something is not usually there and the call to action will
lead them towards visiting Assistance Dogs Australia’s website to find out how
more details.
27. CREATIVE EXECUTION | three 24
In Store Floor Stickers
Stickers will be pasted on the floors near in store shelves that will capture the
attention of grocers. The stickers will show the reach limit for someone who is
wheelchair bound.
PROMOTIONAL PACKAGING
Dog Collars
A replica of dog collars will be attached to ‘Homebrand’ and ‘Coles’ everyday
products like bread, milk carton, and eggs in order to generate an awareness and
interest for the Dogtober event for Assistance Dogs Australia.
29. 26
MEDIA RATIONALE | one
- New media as a new direction in this whole campaign to achieve the minimum
budget maximum exposure effect.
- The campaign will be launched at the beginning of 2010 because we believe
summer is the time when people are always pleased/happy hence they will
tend to open up themselves to new message.
- The target market will be targeted in areas where they are not bombarded with
conventional media to avoid media clutters.
CHOSEN MEDIA CHANNELS
ONLINE
Online is the main drive of our awareness campaign. With limited advertising budget
we believe new media especially online advertising can reach the maximum target
audience with the minimum funds. In a study conducted by Splash in April last
year involving 500 Australian women, 89% of respondents said they used Internet
more than they did five years ago in areas like commercial, social and business.
Research shows that online is the place for busy working women. They keep in
touch and date through sites such as facebook.com, they shop at Amazon.com and
they download their music’s from iTunes, get their tips for shopping and eating out
through viral marketing and read their magazines online.
30. 27
MEDIA RATIONALE | two
Four dominant media vehicles will be used in this media campaign to generate
awareness of Assistance Dogs Australia towards our target audience.
A promotional clip of Assistance Dogs Australia will be filmed and posted up on
youTube. youTube is one of the most popular Internet video sharing website. It
is attractive to us because of its ease of use, its cost effectiveness and its ability
to reach an established audience. youtube is the most used video portal on the
net. In addition to that, youTube gains widespread popularity through the process
of Internet sharing which then assists us in increasing awareness. youTube is
the 4th most visited website in Australia. Also, a great number of 568,149 sites
are currently linking back to youTube. It could be word-of-mouth delivered or
enhanced by the network effects of the Internet.
Nielsen Online’s 2008 Internet and Technology report, based on more than 2000
responses from internet users, revealed that social networking is one of the few
areas where women’s online consumption outweighs men, with 42% of women
compared to 34% of men saying they use sites such as Facebook, MySpace and
Linkedin “regularly”. In conjunction with the online campaign, we will set up
Assistance Dogs Australia interest group on Facebook with 18 pups profiles. This
can be set up with almost free-of-charge as Facebook account could be signed
up for free, and Facebook group page could be set up for free. We will get the
volunteers to create those Facebook profiles and maintain those sites to minimize
the advertising budget. These pages will eventually provide the link to Assistance
Dogs Australia website for the visitors to click on.
Twitter would be the one good approach to reach Assistance Dogs Australia’s
target audience as it already has 738 followers at the moment and counting.
As the number of followers is growing, we can use the account to mention the
current happenings and campaign of Assistance Dogs Australia. Besides that,
Twitter account can also include links and pictures that can create a buzz for
the current ongoing campaign with the followers, thereby spreading further
awareness.
31. 28
MEDIA RATIONALE | three
Blog is a supporting tool that is personal and engaging to reach the target
audience. Top bloggers whom are concern about social environment and issues
will be chosen to write a blog post to endorse our profile by highlighting what our
Assistance dogs do and also to include our donation progress bar. Those people
who read their blogs are women and concern about the social environment
issues. The informal/unbiased manner the blogger employs to intrigue readers
can generate real interest. The blogger can also highlight the organisation’s
modus operandi and happenings, thus raising the profile of the organisation and
generating more awareness.
AMBIENT
It is one alternative media solutions cover the broadest range of advertising.
Ambient advertising will reach customers while they are in an active mindset and
have the time to pay attention as part of their weekly routine. By incorporating
with supermarkets such as Coles and Woolworths, Assistance Dogs Australia can
get the chance to attract target audience attention
PR EVENT (DOGTOBER)
Event will be held to continue maintaining and help raising the profile of
Assistance Dogs Australia throughout the following 6 months till the end of the
campaign. Event is always the first option when comes to getting in touch with
the target audience because we get to see them and pass the message face to
face to avoid any confusion. Moreover, event is very geographically specified. With
event we get to choose where is it to be held, we get to choose a niche area to
strengthen the target market we desire.
32. 29
INTEGRATED
MARKETING PLAN | one
ONLINE & INTERACTIVE MEDIA
VIRAL AD PR EVENT
www.assistancedogs.org.au
AMBIENT MEDIA PRODUCT PACKAGING
33. 30
INTEGRATED
MARKETING PLAN | two
Based on the previous Integrated Marketing Plan chart we will be using different tools to
create an integrated marketing plan for our Assistance Dogs Australia Campaign. With
these IMC tools, we will achieve our objectives of:
- Raising awareness of Assistance Dogs Australia.
- Providing further information on how the public can contribute to Assistance Dogs
Australia
- Encourage the target audience to visit Assistance Dog Australia website
- Encourage public involvement with Assistance Dog Australia through our interactive
choice of IMC tools.
The main reason we have chosen these IMC tools is to drive traffic to the homepage
which will provide information of what Assistance Dog Australia is about.
OUR INTEGRATED MARKETING PLAN TAKES THE FORM OF:
1. Online and interactive media
2. Ambient media
3. Public Relation event
1. ONLINE AND INTERACTIVE MEDIA will be the main vehicle of our campaign. To create
a strong integrated message amongst the online media channels, Blog post and Twitter
will be the main vehicles to create awareness and provide links to the youtube video. At
the end of the youtube video, there would be a call to action for the audience to check
out the website. Blog post and Twitter would also serve as a platform to interest people
on the on-goings of the organization.
2. AMBIENT MEDIA will be creating awareness of Assistance Dogs Australia through
the message attached with the ambient media in Coles supermet and Woolworths
homebrand productds. The message will be focusing on driving traffic to Assistance
Dogs Australia website and also information on the upcoming PR event – Dogtober
3. PR EVENT will be tied in with DOGTOBER. It is an annual event for Assistance Dogs
Australia. To create bigger hype and curiosity for Dogtober, physical disabled people
will be ambling around the busiest parts of the city (Swanston and Bourke Streets)
with their Assistance Dogs. Passersby will be intrigued by the scenario and will develop
an understanding and compassion towards the cause of Assistance Dogs Australia.
Hopefully, this will get them to donate as their generosity can go towards making lives of
the physical disable person whole.
34. RESOURCES PLANNING 31
CONSIDERATION
Assistance Dogs Australia has a limited pool
of resources. We understand these constraints
and will recommend the following alternatives,
which will keep our make our campaign a cost-
effective one. Few aspects of the resources that
we include for consideration are:
People, Equipment and Money
To help facilitate better management of
resources, we have a few recommendations for
Assistance Dogs Australia.
- To facilitate the lack of human resources,
Assistance Dogs Australia ask for assistance
from RMIT University students to help prepare
for our proposed advertising campaign.
- To further gain human resources, Assistance
Dogs Australia could source out from their
database of supporters/volunteers in regards
to the Dogtober event.
- In regards to hiring/utilizing equipments
for production of the Video, Assistance
Dogs Australia could seek assistance
from Leo Burnett as they have done previous
advertising for Assistance Dogs Australia.
- In financing, we have minimized the cost of
advertising by choosing the appropriate
media that with minimum cost but maximum
reach, hence the use of online advertising.
Beside that, we were hoping the video
uploaded to youtube would also be able to
spread a little more virally and have much
more view than the targeted views.
- For further financial considerations, we would
advise seeking for Corporate support
esepcially for the ambient media and
Dogtober
36. EVALUATION 33
It is essential to determine the effectiveness of the campaign. With active
measurement we can handle the response appropriately to ensure public
interest in the issue within a communicative environment. To ensure success it is
recommended to conduct both quantitative and qualitative research.
QUANTITATIVE RESEARCH will allow us to collect statistical research regarding
reach and frequency. The measures used will include:
- Website hits
- Online video hits
- Twitter tracks
- Event Attendances
- Rates of enrolment into voluntary work
QUALITATIVE RESEARCH will allow us to analyse and refine our campaign based
on its effectiveness and impact.
- Surveys
- Media Collection
- Donation Frequency
- Event atmosphere studies
- Interviews
37. LONG TERM 34
RECOMMENDATIONS
The aim of our advertising in the first year is to make people aware of Assistance
Dogs Australia. The second year onwards will see us soliciting/focusing on
donations, and raising the profile of the organization further. Besides focusing on
just donations, Assistance Dogs Australia can also focus on the limited numbers
of Assistance Dogs and the large numbers of recipients in their advertising
campaign. It is vital to have an on-going marketing and advertising campaign
to continuously maintain the interest of the target audience and hopefully the
interest of the public.
Since we are now employing non–traditional media vehicles in the first year due
to budget constraints, we will look into expanding the scope to include traditional
media from the second year onwards.
The creative direction adopted in the first year borders on compassion, of making
whole the lives of people with physical disability. Considerations for the second year
can include making it more apparent, slightly tongue-in-cheek (humor, satire) or
alternatively, continue to tuck at donors emotional strings. We will be attempting
to generate interest through traditional media vehicles; promoting the virtues of
donating to our cause as well as generating thought-provoking concepts.
We suggest that Assistance Dogs Australia differentiates itself amongst all the
visual clutter. By being more adventurous, we can establish ourselves as a charity
that tries to be unique; one that goes the extra mile to attract donations, so that
the penultimate aim of aiding the physical disabled is fulfilled.
