CHRISTIAN AID WEEK: case study analysis

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Fernanda S. Russo, Olya DyachukKarim H. Hussien, Abiodun Ogundele

Lecturer: Dr Wilson Ozuem

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.

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EVALUATION OF CHRISTIAN AIDS

OBJECTIVESetting 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.

This allows to measure how well the set Marketing communication objectives was achieved. (Fill 2006)06/25/2012 3

S •Specific - should be definite and unambiguous

M •Measurable - should be able to measure performance against target

A •Achievable - should be attainable within the time bound

R •Realistic - should practical and not be ambiguous

T •Time bound- there should be a stipulated time bound

EVALUATION CONTINUE

Based on our evaluation of 2005 Christian Aid’s 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.

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Objectives analysis:• isn’t measurable (% of income, new donors and current awareness)

• there is no previous numbers to evaluate can it be achieved

• we can’t appraise was it realistic or no with a lack of previous campaigns results

DESCRIPTION AND APPRAISAL OF THE PLATFORM

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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.

DESCRIPTION AND APPRAISAL OF THE

MESSAGE

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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.

MEDIA AVAILABLE

What they used:

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Medium Mass Market Chris Martin Joanna Lumley

Television National TV, Sky Sports, Sky News

Travel, MTV, National Geographic, E4

UKTV History, UKYV Food, UKTV Documentary, UKTV Gold, UKTV Style

Press Broadsheet nationals, church press

Big Issue, NME, Time Out

Daily Telegraph, Daily Mail

Radio XFM, Virgin Radio Classic FM, Premier Christian Radio

Internet Virgin Radio online, XFM online, thisislondon.co.uk, NME online, Guardian online, MSN, STA travel

Telegraph online, Times online, thisislonson.co.uk

MEDIA AVAILABLEWhat else can be used:

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Outdoor Internet TV

Public transports Social Media (incl. networks, blogs)

Universal Chanel

Billboards Video channels (e.g. Youtube)

Itv

Viral content Chanel 4

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, it’s a psychographic segment not demographic

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STRENGTHS AND WEAKNESSES

S.

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Deep audience analysis and post campaign research

Audience classification

Right messages

Usage of Internet as a channel for donations

Brand’s differentiation

Advertising and Business results

W.

Objectives definition wasn’t clear.

Lack of marketing research for define a base level

Lack of PR

Lack of Digital activities

CAN BE BETTER

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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.

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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