• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Situation Analysis - The NSPCC.

Extracts from this document...


SITUATION ANALYSIS NSPCC starting protecting children more than 100 years ago, their mission being "end cruelty to children". The full stop action programmes emplaced to do this are: * The child in the family * The child in the school * The child in the community * Child protection * The child in the society With the efforts of organisations such as NSPCC, public awareness of child abuse is higher than it has ever been. This states was also attained by running a national public education campaign in the March 2002 called (Someone To Turn To) which was sponsord by Microsoft, using TV, billboards advertising and public information leaflets. The Full Stop campaign programme took of ground in March 1999, costing initially 250 million led by his Royal Highness the Duke of York who has already put �114.6 million towards this target. The charity has been a campaigning organisation since its foundation in 1884. "lobbying for changes to legislation or policy can help hundreds of thousands of children, many more than could ever be reached directly through NSPCC's projects. An example of the kind of work NSPCC have done outside of the Full Stop programme is as mentioned above the child in the family, where in the year 2000, 85% of new parents received a get ready during the mothers pregnancy packs and 2 publications through the joyful period. ...read more.


STRATEGY Short term (0-1yrs) � Market Penetration � Communicate issues to potential major supporters and cement existing relationships with stakeholders Like the objectives we have dissected our strategic options into three stages. Whilst we hope to decrease other promotional campaigning, we want to concentrate on acquiring new members. At this early stage we hope to increase the flow of information to not only our supporters but to our stakeholders. By informing the press and government bodies we are aiming to become closer with our enemies to avoid past problems NSPCC have incurred with negative publicity. Mid-term (1-3yrs) � To generate an integrated sponsorship with telecommunication companies � Concentrate on the communication process and building relations to promote the development and affairs of the children At this stage we hope to attract and acquire a major telecommunications supporter to introduce different levels of technologies and interaction with our members. Also there is further emphasis in communicating our primary goals to stakeholders. Long term (3+ yrs) � Continually build, update and enhance database � Tailor emotive letters groups greatest leverage points In the longer term it is vital that we maintain a good quality database system because this is the core base for effective direct marketing efforts. Also we hope to consistently follow up leads with letters and other market communications tools. ...read more.


We will also work closely with the press and ensure that we have as much positive press coverage as possible. * MONITOR THE USAGE OF THE WEBSITE We hope to achieve this by asking visitors to the site to fill in a form that gathers details such as name, address, telephone number etc. By doing this we hope to tailor the site to the customers as best as we can and sending as much relevant information as possible. Control After the tactics, strategies, and actions, these are how we control the campaign: * Events - follow up lead We are going to approach and encourage the audience and potential customers to join us since they might be aware of the campaign after the events that we have already held. And their registration will be useful for us as the details of customers. * Monetary analysis This is where we analyze and handle the monetary flows, by allocating the budget precisely in order to avoid overspending. * Direct link and membership with direct marketing sources This is to find out how our supporters, existing customers, and potential customers are aware about the campaign, which means what direct marketing tools are effective or ineffective. * Feedback from pitches This is to find out how successful the campaign is and how we can improve it by giving out the feedback form to customers and supporters. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    This Act makes it a criminal offence for a trader to describe goods falsely. Coca-Cola must not say that their good is made in the USA when it is made in Great Britain. The Weights and Measures Act ensures that consumers receive the actual quantity of a product they believe they are buying.

  2. McDonalds Promotional Objectives The companies' main objective is to be the family restaurant ...

    McDonalds try to ensure safety and quality in every country where they do business. This builds up a good image when doing their promotional activities. McDonalds have also hit back with a �1.5million investment programme of 90% of their restaurants to have coca cola delivered in 75 gallon tanks to save packaging and saving waste.

  1. Marketing Media and Audience Feedback

    To achieve this, a selection of books will be chosen to read prior to beginning this unit to provide the fundamental grounding to explore the topic. The books topics will be on marketing media and audience feedback, written by authors of good credentials in their relevant fields, also concentrating on

  2. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    The communication plan is particularly important to the project as it will assure its coherency, consistency, its integration in the different company's levels (corporate, strategic and tactic). It will also make sure that the schedule is respected and that the complementary communication tools are properly used to fit with the campaign.

  1. Viral Marketing

    Media would cost about Rs. 3 lakhs for a 2 week campaign. This brings the monthly cost to Rs. 6-7 lakhs. Mr. Mathur said that the length of a campaign depends on the objective to a large extent. A teaser campaign may last just a week, but some campaigns could last 3-4 months.

  2. Advertisement Analysis

    The colours used in advertisement 3 are: the white background, the green smashed bottle, the light golden colour of the beer, the orange and the red colour of the text, and the different colours on the bottles label.

  1. Semiotic Textual Analysis.

    The target market of this advert is adults because it is the older generation who would make use of the South African products and services. Thus we can connote that the image will appeal to an older group consisting mainly of parents due to the use of a young child.

  2. Visual basic project of the booking system

    * The way I solve this problem was by written a code as and if...then....end if statement where the programs ask itself if the start time is the same as the finish time if the answer is yes a message box will be display asking the user to check the start/finish time.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work