The paper "Integrated Marketing Communications Plan for Australian Volunteers International" is an excellent example of a case study on marketing. This paper entails an IMC plan for the Australian Volunteers International in attracting more volunteer tourists to support its volunteering programs. Essentially, this Australian Volunteers International IMC plan aims at mobilizing volunteers across the world to work with the local people in various parts of the world to build the capacity of communities and individuals, share their knowledge, as well as developing sustainable skills. Based on the mission of the organization, the company focuses on providing health to the poor, poverty reduction, promoting gender equality and human rights, as well as protecting the environment.
This IMC campaign plan is expected to yield high results in the long run. This is due to the verity that there has been a growing market for volunteer tourism, whereby individuals or tourists are significantly combining a holiday/trip overseas with the opportunity to volunteer in the local communities. The opportunities are available across the globe and in a diverse range of activities such as animal and land conservation, building works, health services, community development, teaching and so on, which are also practices by the Australian Volunteers International.
The objectives of the plan include: To establish and increase the organization brand awareness as an organization that focuses on providing health to the poor, poverty reduction, promoting gender equality and human rights, as well as protecting the environment Attracting and mobilizing more volunteers to become involved through reaching out the newly emerging and rapidly market of volunteer tourism To maximize the full potential of volunteers through increasingly encouraging the global tourists to participate in volunteerism activities during their vacation holidays, through engagement in environmental conservation, as well as improving the lives and welfare of the needy people. The target markets for this IMC campaign will be the tourists visiting various deserving foreign countries, as well as individuals from diverse backgrounds who typically share a desire of doing something good while at the same time experiencing the environment of new foreign places and locations.
The message would be ‘ Voluntourism offers you a warm glow and a feeling of appreciation from the person who has also benefited from your care, time, and skills.
Being part of volunteering is essential, and Australian Volunteers International provides you with an opportunity’ . The budget for the IMC campaign would add up to $100,000. The main media for the campaign would be the use of advertisements, which would be disseminated through long newspapers, magazines, websites, social media platforms, direct mail, billboards, and fliers.