Integrated Marketing Communications Plan for Australian Volunteers International - Case Study Example

IMC Plan for Australian Volunteers International IMC Plan for Australian Volunteers International Executive Summary 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 capacity of communities and individuals, share their knowledge, as well as developing sustainable skills. Based on the mission of the organization, the company focuses at 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: i. 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 ii. Attracting and mobilizing more volunteers to become involved through reaching out the newly emerging and rapidly market of volunteer tourism iii. 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, website, social media platforms, direct mail, bill boards, and fliers. It is highly believed that through following this IMC plan the set objectives will be accomplished effectively. Nevertheless, areas the areas of the marketing environment should be continually monitored so as to ensure that there is no unforeseen obstruction that could affect the implementation of the plan, and for which corrective action must be taken. Introduction This promotional plan has been prepared for the Australian Volunteers International, which is a global charity work organization. The organization is significantly funded by AusAID, and it specializes in mobilizing skilled volunteers on charity work responsibilities in developing and poor countries in Asia, Pacific, Latin America, Caribbean, as well as African countries. Worth noting, the term Volunteering refers to all forms of voluntary activity, whether formal or informal, full-time or part time, at home or abroad. It is undertaken of a person's own free-will, choice and motivation, and is without concern for financial gain (Sin 2009, p. 499). The Australian Volunteers International encourages its volunteers to work with local people in sharing their knowledge and skills, as well as building capacity of deserving communities and individuals, in line with partner governments and the Millennium Development Goals (MDGs) (Australian Volunteers International, n.d). Due to the substantial decrease of the number of volunteers to meet the growing increment of volunteering activities across the globe, this IMC campaign has been prepared and targeted unto the volunteer vacation travelers, which is a rapidly growing market segment. In this regard, it is worth to note that the volunteer vacation travelers customers or participants are diverse but typically share a desire to “do something good” while at the same time experiencing the adventure of new places (Brown 2005, p. 490). The activities set out in this IMC plan will be for the organization in general focuses at increasing the volunteer base so as to accomplish its mission sufficiently. In addition, the IMC plan will cover a period of one year and would concentrate on the entire global market, mostly in the developed countries. Situational Analysis Marketing Mix Analysis Product The product in this plan is the volunteer vacation, volunteer travel, or voluntourism, which is a travel that includes volunteering for charitable purposes. The volunteer vacations are growing drastically across the world. Notably, the term Volunteering refers to all forms of voluntary activity, whether formal or informal, full-time or part time, at home or abroad. It is undertaken of a person's own free-will, choice and motivation, and is without concern for financial gain. It benefits the individual volunteer, communities and society as a whole. It is also a vehicle for individuals and associations to address human, social or environmental needs and concerns (Butcher & Smith 2010, p. 34). Essentially, the volunteer vacations customers or participants are diverse, but typically share a desire to “do something good” while also experiencing and adventuring new places, at the same time. Price From the word ‘voluntary’ engagement in voluntary vacation activities, whether formal or informal, full-time or part time, at home or abroad, does not involve any prices or charges. Just as it has been established earlier, it is undertaken of a person's own free-will, choice and motivation, and is without concern for financial gain. It benefits the individual volunteer, communities and society as a whole. It is also a vehicle for individuals and associations to address human, social or environmental needs and concerns. Place Although the Australian Volunteers International is significantly based in Australia, the organization has got a global reach through its online portal, as well as its effective establishment in social media internet platforms such as Facebook and Twitter. However, the organization would be required to establish more locations in the global markets, especially in Europe and North American countries so as to tap the growing market of voluntourism through this IMC plan (Keese 2011, p. 275). Promotion Promotion has been fairly limited due to limitation of sufficient funds, but has included posters, fliers, internet marketing, advertisement in the yellow pages, and local newspaper. Nevertheless, the Australian Volunteers International has not, really, focused on the voluntourism market (Australian Volunteers International, n.d). Internal Factors Organization Analysis The Australian Volunteers International is a well known brand, not only in Australia, but also globally due to its remarkable charity work. The organization is guided by principles of respect, equity, cultural diversity, partnership, as well as integrity. The organization’s past promotional campaigns, which have included the use of posters, fliers, internet marketing, advertisement in the yellow pages, and local news paper, has significantly enhanced the organization towards realizing its vision of connecting people to achieve shared goals and people centered development. However, the organization also has got a notable weakness in regards resource limitations, as well as the decreasing volunteer base (Australian Volunteers International, n.d). External Factors Customer Analysis Based on a survey of over 300 volunteer tourism organizations worldwide, it has been estimated that overall the market has grown to a total of 1.6 million volunteer tourists a year, with a value of between $1.7bn and $2.6bn. The most substantial growth in the sector has taken place since 1990. The popularity of this sector's growth was due to catering for the increasing number of young people what is known as the taking gap years in the United States (Sin 2009, p. 483). Competitive Analysis In the voluntary organization sector, the competition for individual and organizational volunteers is remarkably high due to the high presence of many volunteer organizations, not only in the Australia market that is the hub of the Australian Volunteers International, but also across the globe. The main competitors of volunteers in Australia include the Global Work & Travel Co., Volunteer HQ (New Zealand Company), Australian Business Volunteers, Australian Volunteers International, and also STA Travel. Essentially, the destinations vary with different organization types of volunteer opportunities. Worth noting, not many of the volunteer organizations have significantly focused on religious and medical volunteer opportunities (Butcher & Smith 2010, p. 26). Environment Analysis Demographic Factors Most targeted customers comprise of people across all age groups who have got interests in travelling and tourist adventures and are as well interested in volunteering for a charitable cause as they take their vacations in foreign countries (Keese 2011, p. 260). Economic Factors While the economy is strong, many people are willing to seek tourism adventures in foreign countries, thereby expanding the market size for the organization. However, as the economy experience down turn, the market size would significantly decrease due to the drastic reduction of people’s disposable income (Butcher & Smith 2010, p. 28). Technological Factors It has been noted that new technology is increasingly being introduced in the voluntary organization sector, especially in regard to information communication technology. With the availability of internet, the organizations are using it for the purposes of effective and instant communication network among all its stakeholders (Keese 2011, p. 273). Cultural Factors While a lot of people enjoy travelling and tourism, many tourists are increasingly getting interested in volunteering for a charitable cause as they take their vacations in foreign countries. However, it would be essential to understand the specific volunteering interests, and focus among different volunteers (Butcher & Smith 2010, p. 30). Legal or Political Factors There are a few political problems in the industry owing to the verity that voluntary and nongovernmental organizations play a substantial role of helping the deserving and needy communities, which are roles that would otherwise be done by the governments (Brown 2005, p. 493). Thus, the organization enjoys a high support from the government through funds and other technical support. Objectives The three key objectives of the IMC plan include: i. 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 ii. Attracting and mobilizing more volunteers to become involved through reaching out the newly emerging and rapidly market of volunteer tourism iii. 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. Budget It has been decided that the total budget of this IMC campaign would add up to $100,000, which would be aimed to reach a total of 1.6 million volunteer tourists a year. Ultimately, the campaign is expected to reap a value of between $1.7 billion through mobilizing volunteering services among potential tourists. The following is the budget appropriations for the IMC plan: Tactic Time Production cost Media Total Advertising Tourists Magazines Monthly 4,000 16,000 20,000 Local and international Newspapers Weekly 4,500 17,500 22,000 Promotional products (stickers, t-shirts, caps) Available always 4,000 10,000 14,000 Bill boards and fliers Year long 2,000 11,000 13,000 Direct Marketing Direct mail and e-mail During tourism peak seasons 3,000 500 3,500 Internet and interactive media Website Available always 11,500 11,500 Social media platforms Available always 300 300 Sales Promotion Competitions During tourism peak seasons 1,700 1,700 Publicity Public relations and press briefs Frequently 3,500 3,500 Contingency 10,500 10,500 Total 100,000 Target Audience Market Segmentation The following is the list of the main market segments from which a target market would be chosen for this IMC campaign Potential tourists of the young generation (18-34 years old) Potential tourists of the older generation (35-65 years old) Potential tourists from the entire global market Potential tourists from the developed countries, including North America, Australia, China, and Europe Targeting Having the above list of market segments, this IMC campaign would significantly target the potential tourists from the developed countries, including North America, Australia, China, and Europe due to their large market size. In addition, the plan would also target both the old and young generation of the age between 20 and 45, who are energetic to participate in the volunteering activities. Communication Strategy The communication strategy to be used would be an integrated marketing communication. Remarkably, this would entail the use of advertising, internet and interactive media, as well as publicity and public relations. In addition, integrated marketing communication would be conducted sufficiently and effectively in all the identified target markets of this plan (Mihart 2012, p. 128). Creative Strategy Through this IMC plan, the Australian Volunteers International would focus on communicating to the target audience that it is the best volunteering organization platform globally on which they can cooperate together for voluntourism purposes. In addition, the benefits and essentiality of charity work would also be communicated. Basically, the key message to be disseminated and sustained 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’. In addition, some other marketing slogans would also be used, such as ‘volunteering offers a sense of fulfillment’ and ‘volunteering offers meaningful interactions with new people’. Most importantly, at all times and with all activities, the staff would be informed and encouraged to provide friendly interactions with tourism volunteers, using communication strategies that are in line with the IMC plan mission and objectives (Keller 2001, p. 846). Media Planning The media mix to be used in this IMC plan would significantly include international tourist magazines, local and international news papers, various promotional products, organization’s website, various social media platforms, bill boards and fliers, direct mails and e-mails, as well as press briefings and organized competitions (Henley 2001, p. 179). Notably, the market reach would cover the entire global market, especially the developed countries with a focus of reaching the potential tourist between the ages of 20 to 50 years. Media Strategy In order for the set IMC plan objectives to be realized, the entire media mix would be used in an integrative manner. In this regard, a well designed advertising, which would be associated with the advertising slogan that would read: ‘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’. Essentially, in order to disseminate the designed advertisement message and images effectively, the advertising media to be used include international tourist magazines, local and international news papers, the bill boards and fliers, as well as the organization’s website. In addition, interactive communication between potential customers would also be enhanced through various social media platforms and also the website (Keller 2001, p. 843-845). The Australian Volunteers International would also arrange for organized competitions among the potential participants, which would form a forum through which the organization can sell it's Voluntourism ideas to them. Furthermore, the use of direct mails and e-mails would also be enhanced so as to strengthen relationships and interactions between the organization and its target market. Lastly, for the purposes of good public relations and improving the organizational image, press briefings would be conducted across all the major international media so as to give the actual information regarding the organization’s programs, position, activities, as well as other undertakings (Er-wei 2011, p. 3). Below is a design of advertising image that would be used by the Australian Volunteers International for the purposes of this IMC plan. Campaign Evaluation The success of this IMC plan would be evaluated through measuring the implementation of the progress of its implantation. The inflow of the volunteer tourists would be monitored. In this regard, the number of individuals or tourists combining a holiday/trip overseas with the opportunity to volunteer in the local communities through the organization would be measured. Remarkably, this would reflect whether the IMC plan implementation is on the right track in accomplishing its set objectives (Mihart 2012, p. 127). Conclusion In conclusion, this Australian Volunteers International IMC plan aims at mobilizing volunteers across the world to work with the local people in various deserving and needy parts of the world, to build capacity of communities and individuals, share their knowledge, as well as developing sustainable skills. Based on the mission of the organization, the company focuses at 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 assisting the organization’s mission, 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, and teaching among others, which are the areas of specialization of the Australian Volunteers International. List of References Australian Volunteers International n.d, Our Vision, Work, Values, Viewed from http://www.australianvolunteers.com/about-us-/who-we-are/our-vision.aspx Australian Volunteers International n.d, What is Australian Volunteers for International Development? Viewed from http://www.volunteering.austraining.com.au/about Brown, S 2005, “Travelling with a Purpose: Understanding the Motives and Benefits of Volunteer Vacationers”, Current Issues in Tourism, Vol. 8, No. 6, p. 479-496. Butcher, J & Smith, P 2010, “Making a difference”: volunteer tourism and development. Tourism Recreation Research, Vol. 35, No. 1, p. 27-36. Er-wei, M 2011, Influence of integrated marketing communication on advertising operation. 2011 International Conference on EBusiness and EGovernment ICEE, p.1-3. Henley, TK 2001, “Integrated Marketing Communications for Local Nonprofit Organizations: Messages in Nonprofit Communications”, Marketing Communications, Vol. 9, No. 1, p. 179. Keese, JR 2011, “The Geography of Volunteer Tourism: Place Matters”, Tourism Geographies, Vol. 13, N0. 2, p. 257-279. Keller, KL 2001, “Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs”, Journal of Marketing Management, Vol. 17, No. 7, p. 819-847. Mihart, C 2012, “Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process”, International Journal of Marketing Studies, Vol. 4, No. 2, p. 121-129. Sin, HL 2009, “Volunteer Tourism—“Involve Me and I Will Learn”?” Annals of Tourism Research, Vol. 36, No. 3, p. 480-501. Read More