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BTEC FIRST BUSINESS UNIT 1: Exploring Business Purpose

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CONTENTS Pages... 1. Introduction 2 2. Background 3 2.1 Oxfam 3 2.2 Comic Relief 4 2.3 Christian Aid 4 3. Research Question 1: How Oxfam and its competitors, Comic relief and Christian Aid, are using new media as part of their marketing strategies 5 3.1 Oxfam's new media marketing strategies 5-6 3.2 Comic Relief's new media marketing strategies 6-7 3.3 Christian Aid's new media marketing strategies 7 4. Research Question 2: Evaluating the extent to which Oxfam's current new media marketing activities appeal to the youth 8-9 5. Recommendations 9-10 6 Conclusions 12 7. References 13 8. Appendices 14-18 8.1. Appendix one 14-16 8.2.Appendix two 17 8.3.Appendix three 18 1. Introduction Organisations are continuously attempting to incorporate the advantages of employing new media into their marketing campaigns to enhance their brand, which inevitably creates a stronger consumer base. With such aggressive marketing being carried out in the profit sector of the business world, the non-profit organisations are being left behind. To meet up with such demands, these charitable organisations need to latch on to the hype of new media, if any success of attaining consumers/supporters is to be made. Although the understanding of new media still extends little further that the internet, the term actually covers a wide range of new developments, including WAP, interactive television, kiosks and bluetooth technologies (www.cim.co.uk). The new media has presented increased opportunities for charities in allowing them to target the youth market (18-21 year olds). With the existing generation of volunteers, campaigners and donators ageing the need at attract the youth market is becoming imperative. This report will investigate into detail how the non-profit organisation Oxfam is making use of new media as part of their marketing strategies and will evaluate its effectiveness in targeting the youth market. Furthermore, Comic Relief and Christian Aid will also be briefly touched upon in order to assess how they're using new media in comparison to Oxfam's marketing strategies. ...read more.


3.2 Comic Relief's new media marketing strategies Comic Relief are using their website to provide free learning resources and teaching ideas for teachers, in order to foster favourable community relations with schools, which would help to raise brand awareness amongst students and teachers. For example, the charity's downloadable 'Everybody Inc.' online teaching pack consist of PowerPoint presentations and stories, workshops, and lesson plans on Fair-trade in Ghana and games (www.comicrelief.com). The 'Have a laugh' interactive section on Comic Relief's website is specifically targeted at raising the charity's awareness and appeal amongst the youth, which features fun and innovative fundraising ideas, free downloadable screensavers, games (e.g. Chain Reactor, Snake Escape, Annex, Boxers vs. Jockeys, Desktop Mate, Stress Buster, Pant Flinger, Red Nose 3D, Pantathalon), Real Player video clips of stand-up funny shorts (e.g. featuring Davina McCall and Geri Halliwell), celebrity briefs (e.g. featuring Ali G, Kylie Minogue and Kevin and Parry), celebrity interviews (e.g. featuring Jonathan Ross, Skinner and Badiel, ant and dec, and Ali G vs. Posh and Becks), and highlights of past Red Nose Days (www.comicrelief.com). Comic Relief is using its website (www.comicrelif.com) to accept donations. According to Amanda Horton-Mastin, Marketing director at Comic Relief, 'new media is now a fundamental instrument for fundraising and one that Comic Relief intends to fully embrace'. In 2001, �3.5 million were raised through online donations. Kevin Cahill, Comic Relief CEO has commented that online donating has 'given Comic Relief the potential to reach the hearts and minds of people not just in the UK, but throughout the world' (www.comicrelief.com). 3.3 Christian Aid's new media marketing strategies While many charities have teamed up with for-profit companies, such as Oxfam's association with Yahoo, Christian Aid has taken a different stance. Christian Aid targets the ethically minded Internet user, and has developed surefish.co.uk, which is an ISP with an ethical stance, promoting openness and trust for its users. All profits from surefish go to Christian Aid's campaigning and development work towards the elimination of poverty and injustice worldwide. ...read more.


Interactive Digital Television * Interactive Digital Television (iDTV) can be used by Oxfam, which would involve interacting with the youth via a television set. As cited in Harris and Dennis (2002), Forrester Research (2001) predicts that more people will access the Internet through a television than through a PC by the end of 2004. * According to Harris and Dennis (2002), the benefits of this media channel are that it ensures interactivity, whereby viewers can respond immediately to request further information or to take part or sign up for a promotion. Oxfam can screen youth-orientated TV commercials on TV channels such as MTV, which appeal to the youth, to help raise brand awareness amongst the target youth market. Oxfam's brand recognition amongst the youth can also be achieved by sponsoring TV shows, which are popular amongst this group, such as 'Friends' and 'Top Of The Pops'. These recommended new media marketing strategies may provide the foundations on which Oxfam can start to achieve its prime objectives of appealing to the youth. Due to cost considerations, Oxfam may not be able to adopt all of the above recommended new media marketing strategies. Thus, the charity needs to assess and decide upon the strategy that will be the most cost-effective in helping to appeal to the youth market. 6. Conclusions Oxfam are under immense pressure to operate commercially, in order to raise awareness and appeal to the newly emerging youth market. The charity market is increasingly competitive, whereby charities such as Comic Relief and Christian Aid are also attempting to focus their marketing activities on appealing to the youth. If charities such as Oxfam are to differentiate from competitors and fight off competition for attracting youth campaigners, volunteers and fundraisers, they need to exploit the growing importance of electronic media, and incorporate new media strategies in to their marketing activities, which offer cost-effective ways of engaging with the target youth market, enhance the scope of customer service provided, and provide opportunities for cross-selling (Harris 7 Dennis, 2002), retention and acquisition. 7. ...read more.

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