Marketing plan is a roadmap or guiding path for any new business venture or program that helps the initiators of that program to have proper planning for making their objectives successful (McDonald & Wilson, 2011). This marketing plan is developed for the Royal Flying Doctor Queensland Section (RFDS) which wants to implement a program named, “Look up in the Sky.” The RFDS wants to initiate this program for increasing its brand awareness and promoting community engagement strategies in the next 2-3 years.
The main focus of this program will be on the South East of the State and will include some geographic areas namely Brisbane Metropolitan Area, Gold Coast, Sunshine Cost and the Darling Downs. This marketing plan is aimed to develop a feasibility study for success of this new program and examining to have acquisition of sufficient funding support for running this program. The marketing plan has several components including strategic objectives, information about supportive corporate entities, resource required, budgetary requirements, strategies aimed to achieve, etc. This marketing plan will be proved a route map for the RFDS to implement and run this program with expected degree of success.
RFDS’s “Look Up in the Sky” is an optimistic program undertaken by the organization for the purpose of achieving some crucial objectives and goals, which can be illustrated as below:
• To enhance the overall awareness regarding brand, ‘RFDS’ from 2% to 4% by June 2017 within the territory of South East Queensland.
• To increase the supporter base of RFDS in the Metropolitan cities of South East Queensland and achieve the target of 55% supporters which is 43% currently.
• To enhance the fundraising support from the side of community by approximate $75k -$100k per annum within the span of upcoming two years.
• To enhance the participation of volunteers and donors with the organisation by frequently organising fundraising activities and different types of public events across South East Queensland so that organization can be able to achieve some of the core objectives and corporate goals.
• To ensure the adaptation of government funded LUITS program in about 20% independent, private and state owned schools operating within territory of South East Queensland by June 2017.
The proper accomplishment of these all the objectives will be proved quite helpful for organisations to achieve its long term objectives.
In order to ensure the success of the program designed by the RFDS, it is essential to have adequate amount of funds and other resources. Being as non profit organisation sponsorship and fundraising are the basic options for the company to arrange funds for the event or program. In context to this, the organisation can get support from the side of different large scale public and private sector business corporations which undertakes such types of social events for the purpose of accomplishing their corporate social responsibility (CSR) (Cornwell, 2014). In regard to this, the volunteers of RFDS are recommended to go to the corporations which are having high turnover and engaging in different CSR practices.
In addition to this, different other companies which can also sponsor program as their brands and products are in the synergy with the program. As the programs has an objective of educating helpless and poor children of the community, organisation associated with education sector can be better prospects for availing funds for the program. In this context, different schools, collages and privately own educational institutions can be approached. Along with this large publication houses which are involved in education sector can also fund this program.
In addition to this, the program can also be sponsored by different government agencies and ministry of education, which are working for the purpose of enhancing the level of education of the society. Such agencies and institutions work for the betterment of the society. The organization can also get financial support from the side of international institutions such UNESCO and Human Right Commission as the program undertaken by RFDS is aimed to provide basic human and social right of children, i.e. education.
In this way, RFDS’s volunteers are recommended to present the programs in front of officials of such organisations so that financial aid for the programs can be generated (Lorat, 2006). In addition to this, volunteers of the organisations are also recommended to use new ways of communicating and attracting potential sponsors such as E-mail, direct meetings and presentation so that the scope of the programs can be presented to them.
RFDS’s ‘Look Up in the Sky Program’ is having wide and comprehensive objectives. The organisation is intended to run the program across the entire territory of South East Queensland. For the purpose of accomplishing various activities within the program, there is a need of availing sponsorship from different institutions and corporations. In context to this, corporations can avail a number of different benefits and advantages of sponsoring the event:
1. By sponsoring the event, the business corporation can accomplish its CSR objectives. The program provides an intensive scope for the large scale business organisations to invest some of the portion of their profit in the social cause (Shepherd, 2007).
2. Charity and funds donated by the sponsors of such types of social causes also provide tax benefits to the business organizations (Lasser, 2013).
3. Business organizations can create a positive image among its existing and potential customers by sponsoring such types of social programs. For an organization, it is essential to win the trust of its customers so that brand loyalty of customers can be enhanced up to a significant level (Skinner & Rukavina, 2002).
4. since the program is going be taken place at the large platform, the sponsorship of the program will help the sponsor organisations to get recognised by a vast population. In this way the company can enhance its customer base. This will be a good media of promotion of the brand (Shepherd, 2007).
In order to accomplish the project objectives, there is a need of having some critical resources, which can be listed as below:
Human Resource:- For the purpose of undertaking the programs in the most effective manner, there is a need of having an experienced team, which can be able to accomplish different activities in the most effective manner. In regard to this, there will be a team of 15 people who will be engaged with various activities such as marketing, accounting, financing, operations and coordination.
Financial Resource:- For the purpose of accomplishing the programs in the most effective manner, there will be need of the funds of about $500K, which will be distributed among various activities as per budget allocated.
Tools and technologies:- There will be a need of some crucial tools and techniques for the programs, which will be:
1. Workbook for student of 74 pages
2. Teacher manual which will have 21 lesson plans
3. Documentary DVD for the purpose of exploring the working procedure of RFDS.
4. A website with specific root map of the program, with the help of which one can easily retrieve further information regarding programs.
Infrastructure Resources:- There is a need of a specific infrastructure including RFDS aircraft simulator, 4WD vehicle and a specific office place.
For the purpose of undertaking program, there is a need of funding requirements in regard to the programs overall a budget of about $500K. In this regard, the bifurcation of costs can be provided as below:
In this way, in this context, it can be considered that there is a need of the fund of about $500K. This fund will be generated primarily with the help of the contribution of charities provided by business organisations and other sponsors.
The new program intended to be initiated by the RFDS has some significant strategic objectives. In order to meet those objectives, it is essential to have incorporation of some strategies in the marketing plan to accelerate the process of achieving strategic objectives successful in real sense. The main strategies that are selected to be incorporated in the marketing plan are discussed as follow:
Fundraising/Corporate Sponsorship Procurement Strategy:- The fundraising/corporate sponsorship procurement strategy is mainly developed to protect initial capital and overall program cost. In addition to this, the strategy also provides and outline of the exposure benefits and value propositions that the supportive entities and the RFDS will gain in the post implementation era of this program. This strategy will be helpful for RFDS to have identification of the new corporate prospects for its future strategic initiatives. With the help of this strategy, the RFDS will become able to find out the sources of income for running the program. The sustainable fundraising strategy will help the company to allocate adequate funds among different activities of the program in order to accomplish them effectively and simultaneously (Pettey, 2013). Under this strategy, new sustainable streams of revenue will be developed and different sources of donations will be selected such as government funding and funding through foundations, corporations and philanthropic sources. With such a strategy implementation the donor base of the company will increase and the RFDS will become able to secure its capital base. The procurement of funds through this strategy will render a strong financial base for the promotion and implementation of the new program (Pettey, 2013).
Launch Strategy to Optimise Public Awareness of the Program:- The other strategy incorporated in the marketing plan is the launch strategy that will support the RFDS to have optimisation of the public awareness towards this new program. The prime focus of this strategy will be towards school communities for which its will set some measures to improve their degree of participation in this program. The prime objective of including this strategy is the market promotion of the new program to make it popular at the greatest level (Moeller, 2008). Under this strategy, few public awareness campaigns will be organised where significant benefits and positive aspects of the new programs and its role for the contemporary society will be demonstrated and communicated to the immediate society and thus, there will be high degree of awareness among the immediate societies (Takken & Knols, 2007). The public awareness campaigns will be developed with some sensitive materials and acquisition of standard strategy in order to promote the program among the general public in a significant way. In addition to this, under the launch strategy of this program, there will be organised some events at different schools and other institutes to increase awareness about health and educational services for the general people.
Strategy around the use of RFDS Simulator:- There will be used a strategy in this program for the effective utilisation of the RFDS simulator. The main purpose of this strategy is to have alternative use of RFDS simulator (Piegorsch & Bailer, 2005). For instance, when this will not be in use for school incursions, it can be used in the other high profile events in the South East of Queensland and with such process, it will help to fundraising revenue from immediate community. Along with this, the same strategy also supports to increase the volunteer base of the RFDS in the South East part of Queensland.
This marketing plan developed for RFDS to implement the “Look up in the Sky Program” is a supportive tool to accomplish the strategic objectives designed under this program. The marketing plan has specified the requirements of costs and other resources which will be needed to run and organise this program. For running such a program, the RFDS will require to have support of some corporate entities to have sponsorship and other kinds of assistance. The main strategies that this program will need to have compliance with are fundraising strategy, launch strategy and strategy around RFDS simulator. With the proper acquisition of the funds and resources and organisation and planning of the strategies, the marketing plan will be implemented successfully and the RFDS Queensland Section will be successful to make its dream true in the near future.
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