Guidance and Counseling on Health to the Veteran Families - Case Study Example

Written report Name University Course Lecturer Date Guidance and counseling on health to the Veteran families Executive summary The Veteran group will be advised on how to handle depression and being happier. Marketing would be through Newspapers, Website, posters, fliers and banners. Tents would be required with organization logos printed for the event and the organization flag to be hosted in the sites Budget Newspapers= $400 Posters, fliers and banners= $300 Appreciation of volunteers= $4000 Miscellaneous expenses= $500 Total expenses= $5200 The cash in bank (from well-wishers) = $78000 Communication department to spearhead the advertisement process Evaluation would be through forms completed by veterans regarding the services Introduction The Partners of Veterans Association of Australia Inc. is a no-profit making organization located in Australia. The organization was founded as the effect of common needs. Several organized but partnering groups, which weren’t affiliated, from Wauchope, Sydney, Central Coast, Maitland and Tamworth initiated the unity in 1999. As a result of the bigheartedness and diligent efforts by memberships of the Central Coast group, a meeting was organized and 28 ladies (from these groups) were present. During this conference, on 31st August, 1999, a piloting committee was elected to supervise the fusion of the joined groups and have them united under the Partners of Veterans Association of New South Wales (P.V.A, 2014). On November 1999, the organization held its first meeting at Broke NSW and membership requests got received from the founding members.  The Partners of Veterans Association of New South Wales was merged with 130 members on May 2000. In this meeting, Mrs. Lynne Cosgrove was voted as the Patron of the organization (P.V.A., 2014). The National/parent body was formed in 2003, and had a branch in the state of Queensland, Western Australia, South Australia/Northern Territory and Victoria/Tasmania and thus enhancing the aim of being a one united, country-wide organization supporting and assisting the welfare, health and special needs of any partner of the veterans (P.V.A., 2014). The Partners of Veterans Association of Australia Inc. (P.V.A. Australia Inc.) is a non-profit, non- governmental, voluntary organization –that doesn’t have any paid employee, all of them offer volunteering services.  P.V.A isn’t funded by the Australian government – but their funding is gotten from the membership fees, application for any grant, donation and fundraisings (P.V.A., 2014). Situation analysis Political forces The labor government of Australia is much supporting the P.V.A by saying that the discrimination of the war widows who are under 58 years is an outdated practice and the veterans should be support with no biasedness. The Australian country is also politically stable. President, Narelle Bromhead and Lesley Minner did attend the Senate Community Affairs Committee at Parliament House on Monday 3 November 2008 and agreed that those people who were born on or before 31 December 1945 would always be eligible for the partner service pensions (P.V.A., 2014). Economic forces The organization can request for grants from the Australian government so that it can use the funds in facilitating the service of guiding and counseling the Veterans regarding health matters (australiangovernmentgrants, 2014). The unemployment rate is relatively low (in December 2007 it was 4.3 per cent) and the gross per capita income is around $39 000. (DFAT, 2012) Social cultural forces The original residents of Australia are the Aboriginal and Torres Strait Islander individuals and the services offered by the P.V.A should be respecting the culture of these special people. (DFAT, 2012) None should be taken advantage because of their country of birth, ethnic heritage, languages, sex or religious practices. (DFAT. 2012) Most of the Australians speak in English but others use Italian, Greek, Arabic, Vietnamese, Mandarin and other native languages (DFAT, 2012) There is no official state religion provided that they adhere to the law. The most watched sports in Australia include rugby, football, cricket etc. Australia doesn’t have an official national dressing code. (DFAT, 2012) Technological forces The social media like twitter, Wassup, Facebook etc. can be used in reaching the relevant people. Banners, roadshows, posters, fliers, magazines, brochures etc. can also be applicable in spreading the message to many. Meetings could be held through video conferencing. This can be used by the state branches in different parts of the country since this could be economical. Legal forces In Australia, nobody is above the law and any law breaker, would be subjected to prosecution without any biasedness. The law also provides that all are equal and any acts of tribalism aren’t tolerated. Competitor analysis The organization would be offering guidance and counseling to the Veteran people on health issues. According to Army (2014), only two of the listed organizations pose greatest competition in providing help to the veterans as listed below: 1. Returned and Services League of Australia Relevant objectives Preserving the memory and any record of the individuals who succumbed in battle for Australia; Providing for the sick, wounded and poor amongst those who did serve and those who depend on them like pension, medical care, home and appropriate employment; inculcating loyalty to the country, guarding its good name and preserving the interest of the any member of the Defence Force 2. The Australian Peacekeeper & Peacemaker Veteran’s Association Relevant objectives Providing comprehensive services to any present and ex-serving Defense and Police member in all dimensions of Military Reimbursement Offering Health counseling to the veterans, from any operation in 1991-1995 (Cambodia, Somalia & Rwanda Young Veterans in housing care Customer/ client analysis More than a million Veteran kids have had at least one of their parents deployed for active duties and some of these children could be suffering from depression, heart diseases, malnutrition etc. (Linda, 2013) Some school children suffer from aggression or attention problems. Although, children might be having internalized symptoms like: sleeplessness, eating problems, being anxious and depressed, somatic complaint, and withdrawal, which could even be difficult to be detected. (Linda, 2013) SWOT ANALYSIS Strengths Since the organization has been dealing with the Veterans, this project on guidance and counseling on health matters will not be a problem. Weaknesses 1. Since the organization relies on voluntary services, the remuneration given to the volunteers is not sufficient to cater for their needs. 2. Money raised through membership fees and fundraisings is not very enough. Opportunities 1. The government is willingly supporting the organization in its projects. 2. The raising of money through grants and donations can help raise the money for the project. Threats 1. The well-wishers are much willing to continue supporting the project. 2. P.V.A. requires more finances so that it would be able to administer the guidance and counseling on health issues to the Veterans. 3. The government doesn’t support the organization financially 4. The two competitors are funded by the government and thus sometimes offer their services at very low prices as compared to those of P.V.A. Financial and marketing objectives The objectives Supporting any partner/care, widow/widower and child of any Australian veteran, from now onwards, while our defense forces constantly get deployment to regions which have conflict all over the world (Charity, 2014). Mission statement Supporting not only the associates of this generation but also considering the necessities of all future the age groups. Also having a support network, that didn’t exist when most of the veterans returned from their battle services. Marketing objectives Increasing product Sales Increasing the product sales, so that they significantly exceed the cost of the marketing, would be the driving force. The increased sales amongst Veterans should be over 40% in 3 years’ time. Improving Product Awareness Holding health campaigns over the social media. Also use posters, fliers, banners and roadshows. Establishing P.V.A. in the health care organizations This can be through invention of provocative advertisements on the websites, adverts and print media during the whole course of the project. Brand Management Developing an organization’s unique identification siren, this would be reminding the well-wishers and Veterans of the P.V.A organization. Overall marketing strategy The organization would strive in ensuring that its product is unique and stands out in the minds of the possible clients. Even though the organization is ever busy, marketing would be done constantly so as to keep the name of the organization out there and reminding the customers to keep trying our services. the organization would also request the potential customers to give their email addresses and be sending them email blasts monthly showcasing our sales, new services and the seasonal products. Birthdays of our customers would be maintained, and birthday postcards would be sent together with discount coupons. Monthly newsletters would be sent via emails which would be entailing funny stories, recipes and interweaving our new products and sales in them. Contests would be held occasionally so as to promote our services. The organization would be printing and binding the entries for the contests. The organization’s website would be regularly updated so as to make the viewers have a reason to come back. The website would be having the services that the organization offers. Networking the organization’s website would be done by placing links to the groups of the member sites on its page. This networking would be essential in reaching a larger number of potential clients. Networking would be done with the websites of those businesses that compliments the P.V.A. services. Also writing press and placing them online and in the local newspapers. Whenever the organization is involved in civic events, photographs to be taken and have some write ups regarding the organization’s activities and have them published (Candace, 2014) Segmentation, target market 0-12 years old children (advice on how to remain happy) 13-17 years old teenagers (advice on how to remain happy) 18-30 years old youths (advice on how to remain happy and reduce depression) 31-58 years old Veterans (advice on how to remain happy and reduce depression) Marketing Mix strategy Product The target group will be advised on how to handle depression and being happier. The guidance and counseling on health would help the Veteran families are recognized and their healthy life is essential in attaining healthy members of the nation. Price The guidance and counseling will be held on daily bases on from 9.00 am to 3.00 pm at a rate of $10 per head on monthly basis. Most of the other organizations charge at about $20 per head on monthly basis. Promotion Marketing would be through Newspapers, Website, posters, fliers and banners. Sponsorship would be done to those veterans who seem not to be financially stable such they would have services at subsidized prices or free of charge. Distribution Services would be provided in all health centers which near the veterans. Also, under special arrangement, services would be taken to the elderly and the physically disabled veterans. People The volunteers to offer the services to the veterans will have had a training prior to the exercise. They will learn about customer care services and high levels of hygiene. Process Tents would be erected in the health cares and the veterans would be ushered in them for services one at a time. There would be three tents, one for depression, the other one for lack of sleep and the last one would be meant for any different issues. In all these tents, the veterans would be attended to by volunteers, who have know-how on the matter assigned to them. There would be organization officials who would be monitoring the exercise all over the region. Physical evidence The staff would be in T-shirt uniforms (which would be having organization logo). The T-shirts would be blue in color with a drawing of a young tree being watered. This drawing would be symbolizing the hope that would be rendered to the veterans. There would be a cool music at the scenes. There would be a flag of the organization hoisted in these scenes. Budget Newspapers= $400 Posters, fliers and banners= $300 Appreciation of volunteers= $4000 Miscellaneous expenses= $500 Total expenses= $5200 The cash in bank (from well-wishers) = $78000 Implementation 1. The marketing plan would be discussed by all the staff and volunteers in the organization. 2. Liaising with the relevant authority and veterans regarding the exercise. 3. Prior to the exercise, lists of the veterans and their specific locations would be compiled prior to the. 4. The volunteers, who would be carrying out the exercise, would be taken to a two weeks training on customer care. 5. The communication department would ensure that the print media, website and roadshow advertisement are successful prior and during the exercise. Evaluation and control 1. Forms would be filled by veterans regarding the quality of services offered to them 2. Verification of the awareness of the society regarding the advertisements of the event. Reference list Army. (2014).Veterans. Retrieved from http://www.army.gov.au/Army-life/Veterans Australiangovernmentgrants. (2014). Search Grant & Loan recipients. Retrieved from http://www.australiangovernmentgrants.org/reports.php?WhereInd=Health&extra_title=Health%2520Care%2520and%2520Social%2520Assistance Candace, W. (2014).Top Ten Marketing Strategies. Retrieved from http://smallbusiness.chron.com/top-ten-marketing-strategies-12043.html Charity. (2014). Support our troops. Retrieved from http://www.charitynavigator.org/index.cfm?bay=content.view&cpid=531 DFAT. (2012). People, culture and lifestyle. Retrieved from http://www.dfat.gov.au/facts/people_culture.html Linda, S (2013). Veterans and Their Families Have Special Health Care Needs, According to Veterans Advocate. Retrieved from https://nursing.duke.edu/news/veterans-and-their-families-have-special-health-care-needs-according-veterans-advocate Read More