Identification of the Past Campaigns

In the current time, there are number of social issues relevant with some of them being much more serious and having long term implications. It is also creating the need for a few initiatives to counter these social issues and overcome them. One of these social organizations in Australia is Inhala Youth Service. They are operating in Australia from the last 30 years and they are known for their extensive social services. It is also being identified that they work mainly for the disadvantaged youth irrespective of their social and cultural backgrounds (Poon-McBrayer & Wong, 2013). The mission statement of Inhala Youth Service states about their focus on empowering the youths in order to creates newer opportunities for them. On the other hand, their vision statement talked about their intention of being the main catalyst in changing the life of the vulnerable youth (Iys.org.au, 2018). Currently, they are working mainly on the basis of donations from the business houses and volunteering services. Thus, permanent employees are few and majority of the jobs are being done through volunteering services. In addition, it should also be noted that Inhala Youth Service is having their presence in only in the Australian region and thus their effectiveness may be limited within the national boundary.

In the recent time, one of the major social issues is the bullying problem in the schools of Australia. According to the report, there are number of instances reported regarding bullying in schools and it is causing mental pressure on the victims. There is an urgent need for initiating strict actions against the perpetrators and enhancing the awareness among the majority population (Maccio & Ferguson, 2016). It is proposed that social media will be the most ideal medium for making the students aware regarding bullying due to the fact that social media is having higher level of penetration among the younger generation.

This report will state a 12 month social media marketing plan in order to implement the proposed strategy in place. In doing so, this report will consider the micro and macro factors along with identification of target market. Positioning and marketing mix strategies will also be discussed and its related budget.

Macro environmental analysis 

From the above segmentation variables, students from the regions with having minority Inhala community members will be targeted. This is due to the reason that objective of the social media plan of Inhala Youth Service will be to connect with the members of Inhala community (Bond & Brady, 2013). Thus, the target section should have some presence of Inhala members to find the required level of acceptances. On the other hand, regions with maximum members of Inhala community are not selected due to the reason of less diverse members.

Situation Analysis

The objectives and Target Goals of the initiative and the social media marketing plan can be given as follows:

• To create awareness amongst at least 25% of the different high school students in Inala-Richlands SA2 thereby encouraging them to adopt the bullying program. It has been witnessed that there exists a lack of awareness among the members of the school and hence, for this reason, the awareness is required to be spread.
• Fostering the knowledge amongst the other 80% who are already aware of the program to re-instill that which behavior types classify as bullying and which do not.  It is crucial that the members who are already aware of their program are reminded about it.
• The aim is that around 50% of the students will be aware of the negative aspects associated with bullying by the end of next year. This will ensure a decrease in the bullying activities.
• To reduce the bullying rates in Inala around 30% based on the individual data as maintained by the school by the end of next year. This target shall be further revised in the next year.

The guiding theory which has been used in the form of an understanding base which assists in formulation of the strategy of the Inala Youth Association is the Reasoned Action Theory. The given theory states that analysis of the pre-existing attitudes is crucial in the decision making procedure (Solomon et al., 2014). The consumer behavior acts as an intention and hence, the consumers act on the basis of their best interests. For this reason the IYA has formulated plans based on this theory of consumer behavior.

The youth service association wants to position itself as the ultimate organization which is catering to the needs of the different schools and helping them to control the bullying which exists at large. In addition to this, the program also aims to ensure that the overall social as well as mental health of the students improves considerably (Bresler & Lubbe, 2014).

The positioning statement is as follows:

The Inala Youth Service aims to ensure that the bullying and violence in the various communities are reduced considerably and that the society lives in comfort and harmony.

The marketing mix strategy can be rightfully described as the strategy which can thereby be adopted to ensure that the Inala Youth Service association is able to present its overall services in a better manner. The Marketing mix comprises of the 4Ps of marketing like the Product, Place, Price and Promotion.

The product or the service can be rightfully described as the offerings which is made by the company and forms the basis of their selling procedure. The product strategy is the strategy which appeals to the audience. In the case of the Inala Youth Service, the main offering is a service which will provide the different users of the service with intervention programs which will then assist them to ensure that the bullying rates at the different organizations tend to decrease considerably and that the school scenario improves considerably (Marshall, 2014). In the given process, the Youth Service will be visiting the different high schools and conduct the related services which will ensure successful implementation and decrease in the level of bullying which takes place in the organization.

The service which will be present in the form of different initiatives as well other related programs which will be provided in a free of cost manner which will then ensure that the maximum number of schools take up the given initiative and that a large number of schools can reflect upon the positive results and ensure long term success.

Micro Environmental Analysis

Moreover, although the services which will be provided to the different high schools will be free of cost and thereby be presented as a social service which is undertaken by the organization at large, the service aims to adapt a Cost plus Pricing strategy. A cost plus pricing strategy can be described as a pricing strategy which tends to just calculate the different costs and then add a markup with respect to it in order to ensure that the firm is able to easily cover its costs at large.

The promotion tends to form an essential part of the marketing mix program and any firm which aims to attain a successful brand positioning needs to promote the products considerably. Hence, with respect to this, the Inala Youth Service would be required to adopt a considerable promotion strategy which will then go a long way in ensuring successful operations. It is recommended that the Inala Youth Service, tends to make use of the social media networking site as a medium in order to promote its products. In the 21^stcentury, almost all the schools have adapted to technology whereby their presence on social media has become very frequent. Hence, with respect to this using the social media mediums will go a long way in assisting the company to find success. Another crucial stakeholder group which can be contacted for the promotion are the groups of the different parents which will assist in ensuring long term success (Chernev, 2018). 

The Place aspect of the marketing mix can be considered as the distribution strategy which needs to be adopted by the firm at large.  In order to ensure the overall success of the Youth Service it is important to ensure a good place strategy. The Inala Youth Service will be running the particular service and will be successfully administered on site and at the different schools. Moreover, certain programs will also be held at the Youth Outreach center which will be present at their main site.

The chosen place strategy will be largely successful in ensuring long term success as when the bullying program will be held in the different schools, the students will learn and be aware of the fact that they need to keep a check on their activities at large (Sargeant &Macquillin, 2016). Moreover, those schools which are not interested can hold the program at the convenience of their centers and ensure success.

Target Market Segmentation

Product Development Expenses

Promotional Campaign Expenses

Operational expenses

Plus 10% for additional costs $100

Total Estimated Expenses            $2500

Conclusion 

This report concludes that Inhala Youth Service is having number of opportunities as well as threats to be faced in initiating the social media campaign against the school bullying. In addition, this report also identified that lack of support from the government and more dependency on the external funding will pose challenge in effective implementation of the campaign. Target market of locations with having minority members from Inhala community is selected. This report concluded with a marketing mix strategy and a budget to be required in the implementation of the marketing plan.

Reference 

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