Market Research
Approximately 70% of young people experience bulling (Cyber Mentors, 2011). According to Anti-bulling network (2011) bullying can occur at any time regardless of age. At the University of Hertfordshire there is a zero tolerance of harassment and bullying policy (University of Hertfordshire, 2011).
Bullying UK (2011) identify that examples of bullying include name calling, damaging someone else’s possession with intent, spreading rumours, threats and intimidation. At least 20 children each year commit suicide because they are being bullied (Cyber Mentors, 2011).
Primary research has been carried out to examine the demographics of students and lecturers at the University of Hertfordshire in terms of age and gender, their awareness of anti-bullying and if they would participate in our event and how much they would be capable of paying to join in. (See appendix 1 for the questionnaire and results of the research).
Furthermore Dr Peter Lovatt; Psychologist, Dancer and Lecturer at the University of Hertfordshire, uses scientific research to investigate the relationship between dance and health, dance & self-esteem, dance & thinking, dance & hormones, dance & emotion recognition. He works with choreographers to create new dance works which have a psychological basis (Lovatt, 2011)
In honour of International Anti-Bullying Day, two schools, David Lloyd George Elementary and Churchill’s Secondary came together to create a message about acceptance and challenge through a flashmob dance in January 2011 (MrDarrenj88, 2011)
The customer groups we will be targeting are:
- University of Hertfordshire students at Hatfield campus
- University of Hertfordshire lecturers at Hatfield campus
Risks we have identified:
- Breakages to equipment loaned to us for the event such as the projector or sound equipment
- Health and safety of students, lecturers and the event organisers leading up to the event and during the event
- Weather impacting on people travelling to the event
- No one showing up/limited interest from students and lecturers
- Unavailable venue or equipment
- Dance societies not being available to assist with our event
Reward we have identified from the event:
- Community awareness of bullying issues and the effects that it can have on other people
- Creating an atmosphere for conducive learning
Measure success of the event
- Individuals from the University of Hertfordshire take part in our event
- To ensure that they are not just taking part for ‘free’ we will also ask for feedback to assess their knowledge of bullying straight after the event.
Promotion and advertising
The key target market for this event is university community; students and lecturers. We plan to promote the event through a number of marketing vehicles which include:
Within the university; TV screens in restaurants, notice boards, social media sites linked to the University, Universe newspaper, support from Yasmin and her team in the Student Union, support from Anwar and his team in Students Support Services, and work with the various Schools at the University to provide awareness of the event.
Additionally to ensure we provide direct awareness and opportunity for students to ask questions about the event we will distribute flyers to promote the event two weeks prior to our event.
Financial cost of anti-bulling dance event
The cost for the event has remained zero following discussions and negotiations with the many people we have met with.
A summary of the resources required for the event and how they have effectively been funded is specified below:
References
Anti-bulling network (2011) Information. Available from: [Accessed 1st November 2011]
Bullying UK (2011) Anti-bullying Advice. Available from: [Accessed 1st November 2011]
Cyber Mentors (2011) How many people are affected by bullying? Available from: [Accessed 1st November 2011]
MrDarrenj88, 2011. . Available from: [Accessed 22nd October 2011]
Lovatt, P. (2011) Psychologist & Dancer. Available from [Accessed 22nd October 2011]
University of Hertfordshire (2011) Student Guide to A Safe and Secure Environment. University of Hertfordshire.
