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This report will focus on the adult palliative care provided by SAH proposing a marketing strategy to take the organisation forward. The report will outline a situational analysis

Extracts from this document...

Introduction

MARKETING FOR NON-PROFIT ORGANISATIONS BP3356 Candidate No: 232521 Word Count: 2,749 St Ann's Hospice 22/03/2006 Contents 1.0 Key terms 5 2.0 Introduction 6 3.0 Data Collection 8 3.1 Research objectives 8 4.0 External Environment Analysis 10 4.1 Macro Environmental Analysis 11 4.1.1 Political 11 4.1.2 Economical 11 4.1.3 Social/Cultural 12 4.1.4 Technological 12 4.2 Specific External Environmental Analysis 13 4.2.1 Key Publics 13 4.2.2 Competition 14 4.2.2.1 Competition for Resources 14 4.2.2.2 Competition for provision of non-profit services 14 4.2.2.3 Organisations with competing missions 15 4.3 Operations 16 4.3.1 Structure 16 5.0 Internal Organisation Analysis 17 5.1 Mission Statement 17 5.2 Organisation Objectives/Goals 17 5.3 Resources and Capabilities 18 5.4 Current Marketing Activity 19 5.5 Organisation Culture (ethos) 20 6.0 SWOT Analysis 21 6.1 Strengths 22 6.2 Weaknesses 22 6.3 Opportunities 22 6.4 Threats 22 7.0 Identify Key Problems To Be Addressed 23 8.0 Set marketing Goals and Objectives 24 8.1 Short Term Objective (0-12 Months) 24 8.2 Medium Term Objective (12-18 Months) 24 8.3 Long Term Objective (18 Months -) 24 9.0 Set Core Marketing Strategy 25 9.1 Segmentation and targeting 25 9.2 Positioning 27 10.0 Marketing Mix 28 10.1 Product/Service 28 10.2 Price 28 10.3 Place 29 10.4 Promotion 29 10.5 People 31 10.6 Process 32 10.7 Physical Evidence 32 11.0 Relationship Marketing 33 12.0 Implication and limitations 34 12.1 Implement Strategy 34 12.1.1 Website Re-launch 34 12.1.2 Design Organisation 35 12.1.3 Gantt Chart 36 12.2 Determine Performance benchmarks 36 12.3 Costs 37 12.4 Limitations/Challenges 38 13.0 Conclusion 39 14.0 Appendices 40 Appendix 1 40 Appendix 2 41 15.0 Bibliography 42 Figures Figure 1 - Adapted: Model of strategic marketing for Non-Profit Organisations Figure 2 - Data collection method Figure 3 - Secondary Data Collection Methods Figure 4 - External Environmental Analysis Figure 5 - PEST Analysis Figure 6 - PEST Analysis (continued) Figure 7 - The Main Publics of an Organisation Figure 8 - Key Public's Relationship to SAH Figure 9 - In-Patient Units Figure 10 - Hospice and palliative ...read more.

Middle

2. Human Resources, volunteer base decreasing - Increasing competition in the North for volunteers, changing demographics resulting in people needing to work longer to support pensions 3. Web technology - Can not make donations online. Hindering fund raising possibilities Figure 20 - Organisational Specific Problem No. Marketing Specific Problem 1. Awareness - The organisation is at present focusing on building awareness of the hospice cause rather than promoting the benefits and services of the hospice. 2. Brand - SAH as a brand is not having its values, beliefs an attitudes communicated through the current marketing techniques. 3. Integrated marketing - Currently confusing messages being communicated through contrasting mediums. Figure 21 - Marketing Specific Problem The proposed strategy will initially target the marketing specific problems concentrating on building awareness and establishing the brand attributes through a revised integrated marketing campaign. This will act as a platform from which the proposed plan will target volunteers and then corporate donators into the long term. 8.0 Set marketing Goals and Objectives Objectives are fundamental to the proposed marketing plan as they are the only mechanism by which its success can be measured (Sargeant, 2005: 97). The objectives will guide the strategy and will impact the formulation of the marketing mix for SAH. The objectives will allow St Ann's to allocate resources. The objectives will link into the current mission statement (See 5.1) and organisation objectives (See 5.2). They will state the broad direction with which this proposed strategy wishes to take SAH. 8.1 Short Term Objective (0-12 Months) Increase awareness of the hospice and its activities by 25% amongst 45 - 75 year olds within the North West region within a 12 month period. 8.2 Medium Term Objective (12-18 Months) Increase volunteer base by 40 new volunteers, representing a 10% increase within an 18 month period. 8.3 Long Term Objective (18 Months -) Increase net donations from corporate support by �320,000, representing a 50% increase on the 2004 figure, over a 3 year period. ...read more.

Conclusion

It is important for SAH not to loose focus of the current strengths of the organisation. The key activities that have made SAH successful must be incorporated into this plan. 14.0 Appendices Appendix 1 Telephone interview Questions Organisation Who are they? What do they do? You Who are you? What do you do? How would you describe the current situation of the Hospice industry? Competition? How would you describe the current situation of the organisation? Publics? How is the organisation structured? What are the major strengths of SAH? What are the major weaknesses of SAH? Can you tell me a little bit about the current marketing activities? Advertising? Promotion? PR? DM? How successful is your current marketing? How do you measure marketing success? How would you improve them? Can you tell me about your resources - Financial and Human? Allocation vs. Attraction? Appendix 2 Survey Questions To highlights some company background information and allow me to put together a situational analysis for the organisation. As discussed please I have put together a small survey to fill in some of the gaps that were left following the telephone interview. So as to allow for qualitative information I have left the questions open. I would really appreciate it if you could give as much detail as possible on the company, this will enable me to analyse the company from an INTERNAL perspective Company Objectives/Goals Resources and Capabilities - Budgets - Volunteers Marketing Objectives Current Marketing Strategies Are these affective - how do you measure this? Future Marketing strategies Company culture/ethos What are the key strengths of your organisation? What are its major weaknesses/challenges? I understand how busy you must be and I understand that this is a great ask, any help you can give would be very much appreciated. I also understand the ethical issues involved with such a project, so all work can be checked by yourself and you are more then welcome to see a finished copy of the report and you may even take advantage of some of the ideas 15. ...read more.

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