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Branding And Communications :Assignment Question: Case: You have been asked to do a consulting project for a charity based in Edinburgh for young people with drug and alcohol-related issues: Building Lives Charity (BLC). It has an annual budget of Essay Example

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Branding And Communications :Assignment Question: Case: You have been asked to do a consulting project for a charity based in Edinburgh for young people with drug and alcohol-related issues: Building Lives Charity (BLC). It has an annual budget of

And also for its ability to appeal to those taxpayers who understand the importance of lessening youth reliance on welfare programmes (or similar programmes) that bleed the taxpayer. By understanding the psychological mechanisms related to humanity and also the disgruntled taxpayer profile, BLC can gain more interest in its brand and its platform causes using effective marketing that empowers multiple community demographics.Part of this empowerment process is to develop a rememberable value proposition that can deliver a sense of community empowerment related to their role with BLC whilst also identifying the key values and humanistic mission of the organization.The need for a quality value proposition is the first step in launching the new brand identity with an emphasis on empowerment for the receiver and to establish trust in the BLC mission and values. Picoult (2008) reinforces the importance of a value proposition that is more than just straplines, but is a method of introducing a sense of authenticity to the receiver. Arussy (2010, p.12) identifies three key ideas that must be considered before developing a value proposition:With these concepts in mind, the following represents the proposed value proposition that will accompany the majority of the marketing materials produced, which will be described in further detail later in the report:The first element to establish trust is to utilize this value proposition in a telemarketing scheme. Telemarketing requires a very small staff (1 to 2 volunteers or low-paid labourers) to handle the support calling. The organization will utilize a small portion of the £23,000 budget to purchase an auto-dialer that will automatically transfer a live caller to the telemarketing labourer or deliver the automated value proposition message on community answering machines or voice mails. Telemarketing is the first low-cost function of the promotional budget to improve brand recognition and attempt to build trust in the non-profit mission and goals. The telemarketing will provide information to the community member to visit the BLC dedicated website to find out more about its behaviours, goals, and current achievements, along with the ability to electronically donate funds to the cause through the website.“(Organizational) operations are undeniably linked with trust-building with community people where the operation is based” (Kyoto University, 2007, p. The goal is to establish trust in the brand,

References

Picoult, J. 2008, Flight to quality might be bumpy ride for buyers, National Underwriter, 113(15), p.41.

Arussy, L. 2010, Customers don’t buy what you sell, Customer Relationship Management, 14(2), p.12.

Ashraf, M. & Kamal, Y. 2010, Acceptance of mobile marketing among university students, Mustang Journal of Business Ethics, vol.1, pp.9-29.

Bayley, N. 2010, Power to the people, Marketing, London. October 13, p.15.

Boone, L. & Kurtz, D. 2007, Contemporary Marketing, 12th ed. Thomson South-Western.

Bouhlel, O., Mzoughi, N., Hadiji, D. & Slimane, I. 2011, Brand personality’s influence on the purchase intention: a mobile marketing case, International Journal of Business and Management, 6(9), pp.210-227.

Kyoto University. 2007, [internet] The corporate sector role in disaster and environmental management: beyond corporate social responsibility, Global Forum for Disaster Reduction and Graduate School of Global Environment Studies. [accessed October 25, 2011 at http://www.wcdr.gfdr.org/imgs/pdfs/White_Paper_on_the_Corporate_Community_Interface__CCI_.pdf]

Mitchell, A. 2010, Brands should embrace a role as providers of information, Marketing, London. March 10, pp.26-28.

Mitra, C. & Borza, A. 2010, The role of corporate social responsibility in social entrepreneurship, Management & Marketing, 5(3), pp.63-77.

PR Newswire. 2011, Non-profit online presence thrives through use of Ektron’s web content management, marketing optimization and social collaboration and community software: regional and national organizations demonstrate almost immediate ROI during new site deployments, September 14.

Shukla, T. 2010, Factors affecting internet marketing campaigns with reference to viral and permission marketing, Journal of Management Research, 9(1), pp.26-37.

Smith, M.M. & Reynolds, L.J. 2008, The street team: an unconventional peer program for undergraduates, Library Management, 29(3), p.145.

Smith, T. 2009, The social media revolution, International Journal of Market Research, 51(4), p.559.

Wright, E., Khanfar, N., Harrington, C. & Kizer, L. 2010, The lasting effects of social media trends on advertising, Journal of Business & Economics Research, 8(11), pp.73-80.

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preview essay on Branding And Communications :Assignment Question: Case: You have been asked to do a consulting project for a charity based in Edinburgh for young people with drug and alcohol-related issues: Building Lives Charity (BLC). It has an annual budget of
  • Pages: 14 (3500 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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