The paper "The Communication Marketing Plan for Headspace Youth Program" is a perfect example of a marketing case study. The communication marketing plan aims to raise awareness of the Headspace youth program. The program aims at providing services to youths who are facing trouble and will address issues that face young people aged 12 to 25 who are going through a tough time caused by depression, anxiety, bullying and image problems. The marketing strategy adopted by Headspace needs to be effective and targets the entire market segments and target market in terms of addressing audiences and passing information about the services offered by Headspace.
Despite being a not-for-profit organization funded by the Australian Government, it is necessary that the marketing plan used utilizes the common marketing platforms such as internet marketing, direct marketing, promotional marketing and advertisement in reaching out to the target market. It also considers the budgetary allocation in regards to managing the entire marketing plan. Background Information Headspace is the National Youth Mental Health Program that targets young people between the ages of 12 to 25 who require and need support to solve their problems.
The Headspace program was founded by the Commonwealth of Australia in 2006 and its primary role is focusing on the wellbeing of the Australian people. Headspace provides health advice to young people in regards to health, counseling, mental health, education, employment, alcohol and drugs amongst other health services that target the youthful population. Headspace targets the youthful population that helps someone who is depressed, anxious, have difficulties in coping at school, finding it hard to sleep well, those who are bullied and those who may have a drinking problem or drug abuse.
Headspace also focuses on making available information that is substance use disorders, depression and self-harm and suicidal behaviors that affects the youth population in Australia. Headspace is a not-for-profit organization, hence relies more on input regarding the operation of the organization. The organization requires that its service providers give the best practices and care to the young people and the content created for its program is of good quality. Service/product In marketing concepts, market orientation refers to the “ culture of an organization that creates efficient and necessary behaviors in order to enhance value for consumers and continued relevancy in the business” (Young and Aitken, 2007).
The Headspace is a service-oriented organization and it creates value for its customers by giving much-needed advice to young people and hence its service is mainly associated with giving guidance and advice. Headspace needs to focus on the developmental aspects of the youth’ s evolution into adulthood and support of their transition. Headspace, therefore, seeks to: Recognizing that the youthful age is an integral part or stage in the life of a young person and therefore necessary intervention is necessary for seeing the child coming out as a better person. Supporting the development of the youth. Finding a solution to problems facing the young person through counseling, mental health services and drug and alcohol abuse in society. Promote better transition process amongst the youths. Service or product positioning refers to “ the perception created in the consumer's mind regarding the nature of the organization and its services relative to competition” (Smith, Berry & Pulford, 2006).
It is therefore imperative to assess Headspace current market status in regards to the services offered.
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