British Heart Foundation
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The British Heart Foundation's integrated marketing communication plan aims to increase Chase the Pud race participants to 450 and attract 100 gym or sport team members. The communication goals are to contact every gym in Cardiff by June, partner with one gym to engage 30 members, reach 10 student teams, be present on 4 social media platforms to increase awareness, and attract 150 people to a street stand. Key performance indicators include social media engagement rates and the number of event subscribers. The targets are young adults aged 18-30 in Cardiff who are students, fitness enthusiasts, or members of sports clubs. The strategy uses both push promotion directly to gyms and a pull approach on social media to engage interests and generate word-of-mouth.
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A group of seven others and I worked with a local non-profit for three months, helping generate website content, social media posts, and brand awareness. At the end of the three months, we presented the client with a communication audit.British Heart Foundation
- 1. S British Heart Foundation Integrated Marketing Communication Plan
- 2. Our aims S Increasing the number of participants to 450 S Attracting 100 gym or sport team members
- 3. Summary S Our Objectives S Aims S Communication Goals S KPIs S Targets S Strategy S Tactics S Budget S Conclusion
- 4. Our communication goals S Contact every gym in Cardiff to let them know about Chase the Pud before June S Sign a partnership with a gym to engage 30 members to run for Chase the Pud S Reach 10 student sport teams in Cardiff before June S Being present on 4 different social media to increase awareness and involvement and generate Word Of Mouth S Attract 150 people to a street stand to make them sign up for the race in advance S Get at least 1000 people following us on social media
- 5. Key Performance Indicators S Conversation : Share rate on social media (Twitter, Instagram, Facebook, Youtube) S Engagement : Amount of likes, followers and views S Number of subscribes to the event
- 6. Our Targets S Young people from 18 to 30 living in Cardiff S Members of fitness and sport clubs in Cardiff S Fitness enthusiasts S Target Profile : S Student from 20 to 25 years old S Living in Cardiff S Interested in sport S Looking to achieve fitness goals
- 8. S In Cardiff 50% of people are practicing a sport or a physical activity (Source : Active Adults Survey 2012 made by Sport Wales)
- 9. Strategy S Push strategy To promote and inform about Chase the Pud S Channels : Communicate directly to the gyms so that they influence members to run the event
- 10. Strategy S Pull strategy Try to engage the target S Catch the interest of people so that they search for the information S Use of social media to create an interaction platform with the target and generate WOM