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Christian aid IMC anaysis

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Olya Dyachuk
Olya Dyachuk

This document contains a case study analysis of Christian Aid Week. It includes sections that evaluate Christian Aid's objectives, describe and appraise the platforms and messages used, analyze the available media, discuss strengths and weaknesses, and areas for improvement. The objectives were not SMART, there was a lack of marketing research, and opportunities for more digital activities and public relations. Overall, the analysis found that while the unified message and audience segmentation were strengths, more could be done with research, objectives, and digital strategies.

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CHRISTIAN AID WEEK: case study analysis Fernanda S. Russo, Olya Dyachuk Karim H. Hussien, Abiodun Ogundele Lecturer: Dr Wilson Ozuem 06/25/2012 1
REASONS FOR IDENTIFYING OUR TARGET AUDIENCE Select the right communication channels To determine the type of message required by this audience To deliver the right message that allow sender- receiver- response Cost effectiveness channels and save time Identify our target market enables us to find opportunities and tap into them Access to information that will make us focus on the audience. 06/25/2012 2
EVALUATION OF CHRISTIAN AIDS OBJECTIVE Setting objectives is an important part of any plan. Without objectives there is no direction, measurement for success or ability to focus on areas to improve in the future. Specific - should be definite and unambiguous S Measurable - should be able to measure performance against target M Achievable - should be attainable within the time bound A Realistic - should practical and not be ambiguous R Time bound- there should be a stipulated time bound T This allows to measure how well the set Marketing communication objectives was achieved. (Fill 2006) 06/25/2012 3
EVALUATION CONTINUE Based on our evaluation of 2005 Christian Aids objectives, we concluded that the objectives did not followed the SMART principle which makes it difficult for us to measure whether the objectives were achieved or not. Objectives analysis: isnt measurable (% of income, new donors and current awareness) there is no previous numbers to evaluate can it be achieved we cant appraise was it realistic or no with a lack of previous campaigns results 06/25/2012 4
DESCRIPTION AND APPRAISAL OF THE PLATFORM Description: The use of mediums that are preferred by each cluster aids and facilitates the channelling of the message to the targeted cluster to ensure understanding and reception of the message, that in return will ensure awareness that will encourage donations to the cause. Appraisal: The use of suitable mediums (i.e. TV, radio, press and internet) and Direct Mail, to target the preferred segment, by mixing both the medium and creative execution to the life style cluster, to achieve maximum effectiveness and responses. 06/25/2012 5
DESCRIPTION AND APPRAISAL OF THE MESSAGE Description: Multiplying is the core message being emphasised. You add--we multiply is a clear and positive message, through donations they could provide stability for poor families, giving them the means to secure a future, with the provision and skills they need. Appraisal: By avoiding attracting target audience through a guilt and patronising message, donators shifted their interest to the cause, through witty and careful use of humour. 06/25/2012 6
MEDIA AVAILABLE What they used: Medium Mass Market Chris Martin Joanna Lumley Television National TV, Sky Sports, Travel, MTV, National UKTV History, UKYV Food, Sky News Geographic, E4 UKTV Documentary, UKTV Gold, UKTV Style Press Broadsheet nationals, Big Issue, NME, Time Daily Telegraph, Daily church press Out Mail Radio XFM, Virgin Radio Classic FM, Premier Christian Radio Internet Virgin Radio online, Telegraph online, Times XFM online, online, thisislonson.co.uk thisislondon.co.uk, NME online, Guardian online, MSN, STA travel 06/25/2012 7
MEDIA AVAILABLE What else can be used: Outdoor Internet TV Public transports Social Media (incl. Universal Chanel networks, blogs) Billboards Video channels (e.g. Itv Youtube) Viral content Chanel 4 06/25/2012 8
Marketing communications IMC is more tactical than strategic in nature. Positive points: Effectively constructed unified message Brand differentiation Increase the level of trust Synergy effect Negative points: Difficult response tracking, its a psychographic segment not demographic 06/25/2012 9
STRENGTHS AND WEAKNESSES S. W. Deep audience analysis and post campaign research Objectives definition wasnt clear. Audience classification Lack of marketing research for Right messages define a base level Usage of Internet as a channel for donations Lack of PR Brands differentiation Lack of Digital activities Advertising and Business results 06/25/2012 10
CAN BE BETTER Deep researches to define: brand perception, TA, awareness. To set more concrete objectives, in accordance with SMART. To focus on Digital. To use PR for the Christian Aid Week. 06/25/2012 11
06/25/2012 12
References Colin L, Donnelly R. 2009, Delivering Customer Value Through Marketing 1st edition, Butterworth-Heinemann Lynne Eagle, Philip J.Kitchen, Sandy Bulmer, 2007 insight into interpreting IMC: A two- nation qualitative comparison European journal of marketing, Vol.41 ISS: 7pp.956-970 Paul B, Chris F and Kelly P. 2008, Marketing Insights, 1st edition, Oxford University Press 06/25/2012 13

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Christian aid IMC anaysis

  • 1. CHRISTIAN AID WEEK: case study analysis Fernanda S. Russo, Olya Dyachuk Karim H. Hussien, Abiodun Ogundele Lecturer: Dr Wilson Ozuem 06/25/2012 1
  • 2. REASONS FOR IDENTIFYING OUR TARGET AUDIENCE Select the right communication channels To determine the type of message required by this audience To deliver the right message that allow sender- receiver- response Cost effectiveness channels and save time Identify our target market enables us to find opportunities and tap into them Access to information that will make us focus on the audience. 06/25/2012 2
  • 3. EVALUATION OF CHRISTIAN AIDS OBJECTIVE Setting objectives is an important part of any plan. Without objectives there is no direction, measurement for success or ability to focus on areas to improve in the future. Specific - should be definite and unambiguous S Measurable - should be able to measure performance against target M Achievable - should be attainable within the time bound A Realistic - should practical and not be ambiguous R Time bound- there should be a stipulated time bound T This allows to measure how well the set Marketing communication objectives was achieved. (Fill 2006) 06/25/2012 3
  • 4. EVALUATION CONTINUE Based on our evaluation of 2005 Christian Aids objectives, we concluded that the objectives did not followed the SMART principle which makes it difficult for us to measure whether the objectives were achieved or not. Objectives analysis: isnt measurable (% of income, new donors and current awareness) there is no previous numbers to evaluate can it be achieved we cant appraise was it realistic or no with a lack of previous campaigns results 06/25/2012 4
  • 5. DESCRIPTION AND APPRAISAL OF THE PLATFORM Description: The use of mediums that are preferred by each cluster aids and facilitates the channelling of the message to the targeted cluster to ensure understanding and reception of the message, that in return will ensure awareness that will encourage donations to the cause. Appraisal: The use of suitable mediums (i.e. TV, radio, press and internet) and Direct Mail, to target the preferred segment, by mixing both the medium and creative execution to the life style cluster, to achieve maximum effectiveness and responses. 06/25/2012 5
  • 6. DESCRIPTION AND APPRAISAL OF THE MESSAGE Description: Multiplying is the core message being emphasised. You add--we multiply is a clear and positive message, through donations they could provide stability for poor families, giving them the means to secure a future, with the provision and skills they need. Appraisal: By avoiding attracting target audience through a guilt and patronising message, donators shifted their interest to the cause, through witty and careful use of humour. 06/25/2012 6
  • 7. MEDIA AVAILABLE What they used: Medium Mass Market Chris Martin Joanna Lumley Television National TV, Sky Sports, Travel, MTV, National UKTV History, UKYV Food, Sky News Geographic, E4 UKTV Documentary, UKTV Gold, UKTV Style Press Broadsheet nationals, Big Issue, NME, Time Daily Telegraph, Daily church press Out Mail Radio XFM, Virgin Radio Classic FM, Premier Christian Radio Internet Virgin Radio online, Telegraph online, Times XFM online, online, thisislonson.co.uk thisislondon.co.uk, NME online, Guardian online, MSN, STA travel 06/25/2012 7
  • 8. MEDIA AVAILABLE What else can be used: Outdoor Internet TV Public transports Social Media (incl. Universal Chanel networks, blogs) Billboards Video channels (e.g. Itv Youtube) Viral content Chanel 4 06/25/2012 8
  • 9. Marketing communications IMC is more tactical than strategic in nature. Positive points: Effectively constructed unified message Brand differentiation Increase the level of trust Synergy effect Negative points: Difficult response tracking, its a psychographic segment not demographic 06/25/2012 9
  • 10. STRENGTHS AND WEAKNESSES S. W. Deep audience analysis and post campaign research Objectives definition wasnt clear. Audience classification Lack of marketing research for Right messages define a base level Usage of Internet as a channel for donations Lack of PR Brands differentiation Lack of Digital activities Advertising and Business results 06/25/2012 10
  • 11. CAN BE BETTER Deep researches to define: brand perception, TA, awareness. To set more concrete objectives, in accordance with SMART. To focus on Digital. To use PR for the Christian Aid Week. 06/25/2012 11
  • 13. References Colin L, Donnelly R. 2009, Delivering Customer Value Through Marketing 1st edition, Butterworth-Heinemann Lynne Eagle, Philip J.Kitchen, Sandy Bulmer, 2007 insight into interpreting IMC: A two- nation qualitative comparison European journal of marketing, Vol.41 ISS: 7pp.956-970 Paul B, Chris F and Kelly P. 2008, Marketing Insights, 1st edition, Oxford University Press 06/25/2012 13
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