Young Humanitarians Marketing Campaign

1. QUESTION
You are required to prepare a marketing plan with a strong social media marketing component for Red Cross North Queensland

Follow the steps outlined in the subject outline and listed below

Length: approximately 20 pages.

For this assessment, you are required to prepare a marketing plan for Red Cross North Queensland and ensure the plan has a significant social media component. Your marketing plan will be underpinned by sound research and demonstrate thoughtfulness, understanding of marketing issues and have an implementation plan to show how the organisation should proceed. Your report will include the following:
- A description of the organisation, and the product or service;
- A market analysis, including direct and indirect competitors;
- A PESTLE (political, economic, socio-cultural, technological, legal and ecological) analysis;
- A SWOT (strengths, weaknesses, opportunities and threats) analysis;
- A consumer behavior analysis, including identification of the type of consumer and target market for the product or service;
- A marketing plan (4P’s and/or 7P’s)
- analysis of the product(or service) and branding;
- pricingstrategy;
- distribution (place) options;
- people, process and physical facilities
- an outline of an Integrated Marketing Communications plan (IMC: promotion) which must include a substantialsocial media component; and,
- Financial and operational plans – this simply means a marketing budget
- An implementation and control strategy.
Be creative but also realistic in developing your marketing plan. Your budget is $50,000 maximum. Prepare the report as if you were going to be presenting it to the organisation you have chosen. The intention is to create a marketing plan that the organisation could actually implement!

Do:
- Present the marketing plan in report format with subheadings and paragraphs following the structure outlined above.
- Use tables, diagrams and further analysis of data to clarify, illustrate and supplement analysis and support your recommendations.
- Use page numbers, double or 1½ spacing for ease of reading and feedback.
- Use citations from original sources when they are used, using an accepted format such as APA. If sources have not been acknowledge, they will be considered as plagiarised.
- Proof read your report thoroughly, for grammatical and spelling errors

Subject	Report Writing	Pages	17	Style	APA

Answer

Young Humanitarians Marketing Campaign

Introduction

It is the dream of many especially the youths to make a difference in the lives of others in the community or around them or even in the world. However, many do not know how they can achieve this vision. Fortunately, there are a number of ways that youths can engage themselves into meaningful causes that change the lives of others in good ways. By joining humanitarian clubs such as Red Cross, youths have an opportunity to serve others and the community in a fulfilling and rewarding manner. This marketing plan seeks to reach out to all those with such dreams and who are committed to making the community and world a better place for everyone. It is specifically for all youths who believe in and share the same values as Red Cross of improving and saving loves. Red Cross is committed to helping youths achieve this cause by teaching them how to organize, conduct, and publicize programs and events (Yi, Jiang, & Benbasat, 2015). This marketing plan will focus on the use of social media to reach out to willing and committed youths in joining Australian Red Cross in Far North Queensland. Social media is one of the essential ways that Red Cross is raising awareness of their work in Australia and across the globe. The social media campaign will seek to encourage JCU student volunteers to volunteer with Australian Red Cross in Far North Queensland.

Red Cross Far North Queensland Background

Red Cross as a humanitarian organization was initiated in 1859 by Henri Dunant following the aftermath of the Battle of Solferino. He was convinced that the power of humanity could be harnessed in order to alleviate suffering on a global scale. In Australia, Red Cross was established in 1914 in an effort to improve lives of the vulnerable in the community regardless of their religion, race, geography, or political affiliation. The seven central areas of focus for Australian Red Cross are:

Strengthening national emergency preparedness, response and recovery

Increasing development and international
Addressing the effects of migration
Championing international humanitarian law
Working Torres Strait Islander people and Aboriginal
Tackling entrenched geographical disadvantage
Overcoming social exclusion by facilitating reintegration into the community

Mission, Purpose, and Principles

Mission: Red Cross in the Far North Queensland is a humanitarian organization that is led by volunteers providing relief to victims of disasters and emergencies as well as helping people in prevention, preparation, and response to emergencies.

Purpose: Red Cross have one central purpose of helping the most vulnerable people in the community without discrimination. Volunteers are trained to reach out to and improve the lives of their neighbours and friends every day. The better trained the volunteers, the more they are able to achieve this mission and the more lives are saved.

Principles: These humanitarian services are guided by its core principles of volunteer service, unity, universality, impartiality, humanity, neutrality, and independence.

The Red Cross Young Humanitarian Club will specifically be involved in supporting and promoting the humanitarian work of Red Cross through awareness raising activities and information sessions to ensure a high level for Red Cross in the Far North Queensland community. It will be involved in organizing fundraising events aimed at raising money to support Red Cross services and attending events that promote important initiatives and dates.

Market Analysis

Direct Competition

The value of volunteering across Australia is estimated to be over $ 40 million per annum. The number of non-profit organizations that operate within Australia has been on the increase in the recent past owing to the several factors including the movement of services that have been provided by the government to the non-profit sector as well as the increase in the number of social issues such as drug abuse and depression. This has in turn contributed to the increase in direct competition among non-profit organizations for limited resources available in this sector including funding and volunteers (Yi, Jiang, & Benbasat, 2015). As such, organizations are forced to seek innovative strategies to attract volunteers from the public as well as from other volunteering organizations.

Indirect Competition

Indirect competition for volunteers for non-profit organizations stems from organizations offering pay-volunteerism and tourism volunteerism. It also stems from other activities that youths in campus engage in including sports, hiking, and partying.

Notably, non-profit organizations are faced with a commercial marketing problem involving strategies of identifying the right customers (volunteers), attracting them (enticing them to start volunteering), and keeping them loyal (encouraging continued participation for long) (Cambra-Fierro, Melero-Polo, & Vázquez-Carrasco, 2013). This situation has necessitated non-profit organizations to consider commercial concepts and techniques such as positioning, segmentation, and competition. It is imperative that the club formation initiative considers a more pragmatic and rational perspective approach to attract and retain volunteers.

In order to counter the tough direct competition that has emerged for volunteers among the non-profit organizations, the recruitment initiative for the Young Humanitarians club will adopt innovative marketing strategies, techniques, and channels to attract youths into joining as volunteers. This is aimed at making the Young Humanitarian club the preferred option for youths wishing to engage in humanitarian activities. They will seek to make the club more attractive than its competitors to ensure that many youths are more interested in joining and becoming part of the club. In order to counter the indirect competition, the Young Humanitarian volunteer recruitment initiative will ensure that all activities are exciting, fun, educative, and flexible (Yi, Jiang, & Benbasat, 2015). These efforts are aimed at making the Young Humanitarian club a more appealing engagement to ensure that youths enjoy working with it for a long time and avoid switching to other activities that indirectly compete with volunteering at the club.

External Environment Review

Non-profit organizations such as Red Cross operate within an external environment that is shaped by many forces. These external forces affect the running and services of these organizations in a number of ways. As such, it is imperative to analyse all the key external factors that are likely to affect the efforts of a non-profit organization in its bid to achieve its mission and goals. The findings of the external environment review will provide useful information that can be used to inform the decisions of the social media marketing plan. In the case of Young Humanitarians club of Red Cross, the analysis will focus on the factors that will influence the recruitment of volunteers’ initiative through PESTEL and SWOT analysis tools.

PESTLE Analysis

The PESTEL analysis tool will be used to review the political, economic, social, technological, legal, and ecological factors that are likely to affect the recruitment of the Young Humanitarians club volunteers.

Political

The government of Australia has great support for both domestic and international volunteerism. There are many imitative that the government has put in place to ensure a thriving and successful volunteering initiative in the country. The Australian government between the 1960s and 2010 supported over 12000 Australian citizens to volunteer overseas. The National Agenda on Volunteering has set a broader policy context of reform for the non-profit sector in Australia released in 2011. The key focus areas of the National Volunteering Strategy of the Australian Government is to respond to trends in volunteering, better risk management and regulation, harness technology, strengthen training and management, recognize the value of volunteering, and strengthen relationships and advocacy (Cambra-Fierro, Melero-Polo, & Vázquez-Carrasco, 2013).

By and large, these key focus areas are in line with the social media strategy of recruiting youths into the humanitarian club. They largely support and reflect the use of social media strategy in attracting youths to volunteer. Notably, better regulations and risk management by the government make the volunteering efforts more attractive to youths. This in turn boosts their morale and willingness to participate in volunteering. Moreover, the use of technology and better training and management are additional motivators for the youths to join volunteering.

Economic

Adequate funding of the volunteering infrastructure in terms of involving and managing volunteers is a big priority for the growth and sustainability of the volunteering initiatives in Australia. These involves issues of meeting a variety of costs associated with volunteer services, training and development of volunteers, reimbursing out-of-pocket expenses that are incurred by volunteers, and providing insurance protection for volunteers. The value of volunteering to the Australian economy is huge standing at over $14 billion of unpaid labour in 2010 (Yi, Jiang, & Benbasat, 2015). However, with the economic crisis being experienced across the globe, funding for most humanitarian efforts has been on the decline.

With adequate funding, youths will be more willing to volunteer. However, the current crisis makes it hard for youths/students most of whom operate on a tight budget to participate and have to incur out-of-pocket expenses. This has a negative impact on the number of youths willing to participate in volunteering.

Social

Volunteering in Australia is experiencing rapid growth. In 2012, 36 percent of the adult population volunteered with the number of adult volunteers doubling since 1995 from 3.2 million to 6.1 million people in 2010. The aging Australian population is exerting demand for supply of volunteers to engage in care needs of this group and the effect to supply of volunteers as people’s preferences and capacity change in this stage (Francis, 2011).

Amidst the ageing population of Australia, volunteering is becoming more common among young people. For instance, the rate of volunteering among young people in Australia has increased from about 16 percent in 1995 to about 27 percent in 2010 (Cambra-Fierro, Melero-Polo, & Vázquez-Carrasco, 2013). This trend is projected to continue in the future as young people engage in volunteering in diverse ways. Development of new strategies of volunteering such as volunteer tourism is growing rapidly offering youths with flexible alternatives to participate in volunteering.

Notably, partnerships with the youths volunteering organizations can develop approaches to volunteer. Patterns of volunteering vary across occupational groups with volunteering rate for managers being higher than that of drivers and machine operators for the group of employed people. In addition, the rate of volunteering is affected by such variables as not completing a qualification after school, whether a language other than English is spoken at home, disability or long term condition, and households with government pension as main source of income. More volunteers are required by many of the non-profit organizations in order to meet the increasing demand of their current programs.

Technological

Advancement of information and communication technologies has presented a new world of opportunities that non-profit organizations can adopt to reach out to volunteers. More importantly, Generation Y that is the target for this marketing campaign is used to the instant gratification that is offered by having information whenever they need it. The decision they make on engaging on a volunteering opportunity that is advertised will likely be based on the information that is presented online. One important aspect of this group is that they are obsessed with speed and as such providing all the details on the website and social media platforms is key to the success of the recruitment marketing campaign (Francis, 2011). The webpage must be well designed to ensure easy and swift interactivity by the users.

Ecological

Increase in natural calamities in the last few decades such as earthquakes and floods have contributed to the increased awareness on the need for humanitarian services. Generation Y witnessed or been victims of such emergencies and the serious effects they have on lives and property. As such, they are more willing to volunteer in an effort to save lives and make the world a better place.

Legal

Reimbursement is a big issue that entails issues of affordability for organizations, social inclusion, as well as the personal attitudes, values, and circumstances of volunteers. Capping of liabilities through the reform of the civil liability regulation, the provision of grants for a limited variety of out-of-pocket expenses, and the group purchase of insurance to be reimbursed through the Volunteering Grants program represent worthy gains in terms of protecting volunteer involving organizations and volunteers. The reimbursed of out-of-pocket expenses have remained a huge issue for a number of volunteers who incur such expenses and are not reimbursed (Yi, Jiang, & Benbasat, 2015).

SWOT Analysis of Red Cross

Strengths

Opportunities

Respected
trust
Offer aid 24-7, 366 days a year
Reputable
Partner with FEMA
Largest steward of blood worldwide

Viewed as possessing and providing

Weaknesses

Threats

Mismanagement of distribution of funds at some local chapters
Internal struggle Red Cross Management and the Board of Directors
Frequent turnover at highest ranks of organization
Fines for misconduct affect organizational finances
Too bureaucratic
Board of Director’s size too large to manage effectively
Inability to respond swiftly, efficiently, and effectively to unforeseen disasters
failure to meet victims
Monies not appropriated adequately to organization’s infrastructure

Negative press
Competition for volunteers
Competition for donor funds in the time of economic decline

Target Market and Their Needs

The main target for the Red Cross Young Humanitarian Club at James Cook University, Cairns campus is generation Y (ages 16 to 34 years). The target group is further narrowed down to youths with the same values as those guiding the Red Cross movement of volunteer service, unity, universality, impartiality, humanity, neutrality, and independence as well as the values of the Youths Humanitarian club at James Cook University, Cairns campus including respect for human dignity, rapid and efficient response to emergency, leadership, teamwork/competence/dedicated service, and integrity. Generation Y exhibits the lowest levels of volunteerism of any other group. The group is used to working hard and engaging in interesting things. They are bright, smart, self-assured, and able to multi-task. Generation Y demonstrates many attractive characteristics for volunteer administrators including teamwork orientation, ambition, respect, strong work ethic and positive attitudes. They have also been found to maintain life-long links with institutions that they have been part of (Johnson et al., 2012). These are some of the positive aspects and strengths of the Generation Y group that can be optimized to make volunteering for this group beneficial to the volunteers, organization, and the community.

However, the Generation Y group presents some challenges for those seeking to work with them as well. Members of this group think differently, require new management styles, have unique needs, and have less tolerance for unpleasant working conditions. More importantly, they are primarily engaged through the use of technology. Members of the Generation Y hold different values and demands than previous generations. They demand flexibility and work to accommodate their personal and family lives. They seek for and trust leaders in positions of authority and expect clear instruction and direction from these leaders. Since Generation Y have less tolerance for boring jobs, rotating or changing activities and functions will be helpful in breaking the monotony. They have lower sense for personal responsibility and as such mentorship programs would work best into developing them into future leaders.

One aspect of Generation Y is the fact that the generation was born plugged in to social media and internet. Tweeting, blogging, Facebooking, texting, Web 2.0 technology, and instant messaging are the most preferred means of communication and engagement (Yi, Jiang, & Benbasat, 2015). In order to reach out effectively to this group of volunteers, it is imperative to shift recruitment strategies from printed materials to online social marketing strategies. Notably, social media channels can be used effectively to recruit volunteers. Again, Generation Y desires leaders that are approachable and who offer constant feedback and appraisal. They mind what their leaders think and seek relationships with those within the organizations they are involved with. As such, social media strategies represent ways of connecting with the Generation Y volunteers as well as a channel to thank them for a job well done. For instance, good deeds in volunteering can be Tweeted or posted on their Facebook wall for their entire social network to see. This way, the process of recruiting and engaging the generation Y becomes a social affair.

Potential volunteers will expect to access information and resources all round the clock and will want to be kept up-to-date throughout. In order to create and maintain a constant connection with Generation Y, it is imperative to develop skills in application of online technology, Smartphone apps, creation of websites, and other technology platforms. By and large, technology is the key strategy to bringing Generation Y together. This can be achieved by application of Smartphone apps such as VolunteerMatch that offer prospective volunteers with a searchable database of service opportunities as well as the opportunity to read concerning and review organizations to allow users to connect with volunteer administrators. The Smartphone apps can be used to present volunteer opportunities as well as providing training and tracking.

Generation Y seeks instant gratification. Since they have very busy schedules, they are much busier than the previous generations (Francis, 2011). As such, it will be appropriate to offer episodic volunteering opportunities in order to attract this group. Episodic volunteering will entail volunteers involved with a short-term or single event or activity. Availability of such flexibility volunteer opportunities will assist in volunteer recruitment. Orientation sessions will be kept short and directions will be very clear.

Marketing Plan

Core values

Respect for human dignity
Rapid and efficient response to emergency
Leadership
Teamwork/competence/dedicated service, and
Integrity

Strategic Directions

To be focused and responsive
To work together effectively
To have a well-functioning Youths Humanitarian club

AIM: To provide Australian Red Cross FNQ with a social media orientated marketing plan that attracts JCU (uni) student volunteers to support Red Cross in the Far North Queensland community.

Marketing objectives

To reach out to and encourage 50 volunteers to join Youths Humanitarian club at James Cook University, Cairns campus by the end of the year
To establish a robust online relationship with other potential volunteers and volunteers
To develop a high profile website for the club
To create five social media platforms (Facebook, Twitter, MySpace, YouTube, Instagram) for the club
To increase the awareness of Red Cross activities in James Cook University, Cairns campus

Marketing Strategies

The 4Ps (Product/service, Place, Price, and Promotion) will be used to define the marketing mix of the “Young Humanitarians” Group marketing campaign.

Service

Volunteer services being offered by membership to the “Young Humanitarians” Group at James Cook University, Cairns campus can be described as a involving helping the most vulnerable people in the community without discrimination. Volunteers are trained to reach out to and improve the lives of their neighbours and friends every day (Johnson et al., 2012).

Benefits for students joining the Red Cross in the Far North Queensland

There are a number of benefits that students stand to gain by becoming part of the Red Cross humanitarian service. By and large, it allows volunteers an opportunity to help achieve its main goal of strengthening the role of young people in the humanitarian work both domestically and globally. A university club offers young people with the opportunity to become part o the greater Red Cross initiative and to make a difference in people’s lives in vulnerable communities. Moreover, membership is very flexible because young people can choose their level of involvement in the group. For instance, volunteers can chose to Red Cross Young humanitarian members at 0 week or to attend a number of events and meetings (Johnson et al., 2012). Besides these benefits, other advantages of joining the Red Cross Young Humanitarian Club include:

It is fun: In Red Cross in the Far North Queensland community, students will have an opportunity to serve the community by helping those in dire need together with their friends. After s a successful completion of a major activity, students can celebrate together with other friends and their sponsor.

They learn new skills: There are very many skills that volunteers will learn from the Red Cross training and experiences saving lives and serving the community. These include learning to be a lifeguard, HIV/AIDS peer educators, and becoming a life instructor in first aid and CPR. There are these and many other ways that Red Cross train volunteers to serve others and save lives in the community.

They receive Peer Recognition: Seeing the great things one is doing such as saving lives or teaching children how to write and read, college mates will be pleased and wish to join.

Being proud of what they accomplish: Through their participation in “Young Humanitarians” Group at James Cook University, Cairns campus, volunteers will have an opportunity to help many in need. The services to humanity are a great source of fulfilment because they can always look back and reflect on how they were able to make a difference.

It is rewarding: sometimes volunteers will receive more than just an informal thank you from the sponsor. Sometimes they will receive plaques or certificates from the local Red Cross chapter or be given a Red Cross Service pin.

It looks good on job applications: Companies today do not just want people wigh good grades. They are seeking leaders, decision makers, and young people with a heart. Student involvement in the “Young Humanitarians” club shows that they are all of these. Students can request for a recommendation letter for them to include in their job application letters.

Service Design

Generation Y is technology savvy and uses modern technologies to connect and communicate to families, peers, and strangers across the globe concerning issues that they are passionate about. To match this prospect, Young Humanitarians club will design eye-catching collaterals coupled with strong, short messages of inspiration, motivation, and hope to showcase impact and strongly reflect the interactivity and instant gratification which this group expects to receive (Johnson et al., 2012).

Generation Y have a strong desire to be connected; an aspect that can be used to facilitate their volunteering. Reports show that many youths would be willing to volunteer, donate, or advocate through the internet. They also use the internet more often than other generations to research about a cause they want to support, donate, and establish how their donation will be used (Howitt et al., 2014). As such, the Young Humanitarians club can use the aspect of e-Philanthropy to develop registration, education, advocacy, recruitment, as well as relationship building that are relevant with the youths.

Since Generation Y wants programs where they can learn, Young Humanitarians club will design the volunteering initiative in a way that offers learning on new skills such as communication, creativity, creative and analytic thinking, technological ease, mentorship, and collaboration (Johnson et al., 2012). Inclusion of these transferable skills into the club’s programs will help develop the members into being more attractive, involved, confident employees.

Place

The registration form for joining the “Young Humanitarians” Group at James Cook University, Cairns campus is available online on all the club’s profiles (Facebook, Twitter, Website, Pintrest, Instagram, and LinkedIn). By accessing these profiles, potential volunteers can be able to access the registration form and fill it and submit it online. In addition, those who wish to fill a printed format of the form can print the same and submit it at the club’s office within the campus. The online form was developed to create convenience for volunteers and make it easy and fast to register (Pantea, 2013).

Price

The humanitarian service offered by Red Cross is an act of philanthropy which only requires investment in terms of time and commitment. A small registration fee of $ 5 is included when joining the “Young Humanitarians” Group.

Joining the Red Cross Young Humanitarian Club

Red Cross Young Humanitarian Club provides an opportunity for students/volunteers to meet with others with similar interests and values and to gain valuable skills and experiences. Red Cross Young Humanitarian Club is a non-profit branch of the Red Cross in the Far North Queensland and Australian Red Cross. Once the new club application has been lodged and approved by the university, recruitment of members will begin. A Red Cross member is an individual who has already lodged a membership application form, paid the membership fee, and as such has agreed to abide by the rules, regulations, and principles of Red Cross and has approved by the Divisional Advisory Board.

Promotion

Facebook

Facebook has over 70 million members most of whom are youths. It is the best platform to market the club in campus (Pantea, 2013). A Facebook account will be opened for the club. The profile will then be used to share the message and pictures and to initiative a conversation.

YouTube

The free online steaming service will be used to share videos. A YouTube channel for the club will be created and link back to the club’s website URL (Johnson et al., 2012).

MySpace

Myspace will be used to create a private community for the club. Connections between members and their friends will then be viewed inviting new members to join the community (Pantea, 2013).

Twitter

Twitter will be used to communicate and stay connected all the time through the exchange of swift, frequent answers. The platform offers marketing opportunities for groups and clubs. Individuals and organizations with profiles that complement the club membership criteria will be identified, their followers reviewed, and those who seem to have potential followed (Johnson et al., 2012).

Other Strategies

The social media campaign will be combined with other strategies including posters, distribution of brochures, and through word of mouth (Johnson et al., 2012).

Posters

Colourful posters will be erected at strategic location in campus portraying the important message of volunteer recruitment. These posters will contain pictures of Red Cross and direct people to the club’s website and social media platforms (Pantea, 2013).

Brochures

Brochures will be created and distributed to students in the campus. The brochures will provide information concerning the recruitment and why it is important for students to participate (Johnson et al., 2012).

Word of mouth

The campaign team will be mandated with spreading the message of the recruitment. Once the campaign team has shared the message with others, many people will start talking about the initiative and the word will spread fast (Pantea, 2013).

Implementation Plan

In planning for the recruitment campaign, the first step will involve contacting the student union to establish their guidelines for stalls. The main recruitment channel will be the use of social media. A Facebook group will be started and friends invited. Word will also be spread through other social networking websites such as Twitter, Facebook, and Myspace. E-mail will be sent to friends requesting them to join the club and to invite a friend. The Red Cross logo and name will be used to make everything look professional in order to create a positive image for the club.

Audience Engagement with Compelling Content: Engaging the target audience will involve sharing content about the club that encourages them to act. It will be easy to know how this content is received through people’s reaction and response through comment, like, retweet, repin, and share (Francis, 2011).

Inspirational: The campaign should get the target audience thinking about the many ways they can use to help. This will be in form of inspirational quotes and photos (Pantea, 2013).

Multimedia: Photos and videos will be used to engage the target audience. Photos of Red Cross teams and experiences in the community will be a very fundamental way of telling the story. Such photos will be shared on Instagram, Facebook, and other channels (Francis, 2011).

Asking a Question: Asking simple questions such as what skills have you learnt lately? Or how have you helped change lives or make lives better recently, will have a lot of mileage on Facebook and other social media channels. The questions should be used to elicit some answers (Pantea, 2013). As such, the result is a two way conversation to engage potential volunteers concerning their interests in the project. This moment should be used to point potential volunteers and volunteers to the main club’s website. The conversation should be interactive to cultivate awareness and interest about the goals and services of the club. Volunteers will also be encouraged to spread word and post links, stories, images, and videos on their own social media channels. This will ensure that the message becomes viral and reaches to as many potential volunteers as possible. If a person comments that this is a good organization to volunteer in, they will to a great extent influence others to join and the conversation will go on.

Engaging and informing the followers concerning the new opportunity and formed connection with them will cause them to start thinking and talking about the cause on a regular basis and to support the cause. It is now time to reach out to them through social media in order to recruit them as volunteers.

Link sharing to the volunteers: Link will be posted and a description added on Twitter, Myspace, and Facebook.

Use of influencers: This involves the application of the concept of connectors whereby people who are influential and respected in campus and country at large will be used to initiate and contribute to conversations. This will involve identifying a group of social media users some with a high profile and others regular people who regularly respond to blog and Facebook posts and Retweets messages (Homburg, Ehm, & Artz, 2015). The club will then formalize the support with the digital volunteers to share messages about the club. This will broaden the reach of the campaign because these people have their own networks of people, friends, and followers who are interested in them.

Conversation: A conversation will be started concerning how student volunteers are using such opportunities in Red Cross to make a difference in the community and lives of others will intrigue the members to join in and make similar initiatives (Johnson et al., 2012).

Use of statistics: Updates on such initiatives as the unprecedented volunteer effort that characterised the response to such natural disasters in Queensland and Victoria on Twitter and how volunteers are helping is a good way to win volunteers on social media. A link will be provided to a website with a volunteer matching service (Pantea, 2013).

Track and Evaluate: Tracking will be used to review metrics that are critical to the marketing campaign on a weekly basis. Measurement will be based on follower growth, posts, clicks to the site, number of sites, post likes, impressions, and shares. Each channel will be considered separately and compared with others (Johnson et al., 2012).

Budget

Objective	Budget	Comment
To reach out to and encourage 50 volunteers to join Youths Humanitarian club at James Cook University, Cairns campus by the end of the year	$10,000
To establish a robust online relationship with other potential volunteers and volunteers	$5,000
To develop a high profile website for the club	$25,000
To create five social media platforms (Facebook, Twitter, Myspace, YouTube, Instagram) for the club	$1,000
To increase the awareness of Red Cross activities in James Cook University, Cairns campus through social media	9,000

community value

Reinvention of the organization in the age of transparency
Transparency of the internal management of the organization to increase trust
Increase donor contribution through adequate education of Red Cross mission
Communicate effectively externally and internally
Attract more ethnic and racial minorities to the volunteer base
Develop innovative ways to generate revenue
Develop innovative ways to attract volunteers
Facilitate a deeper relationship between the organization and donors
Make brand relevant to younger generations

This question has been answered

References

Cambra-Fierro, J. J., Melero-Polo, I., & Vázquez-Carrasco, R. (2013). Customer engagement: Innovation in non-technical marketing processes. Innovation: Management, Policy & Practice, 15(3), 326-336. doi:10.5172/impp.2013.15.3.326

Francis, J. E. (2011). The functions and norms that drive university student volunteering. International Journal Of Nonprofit & Voluntary Sector Marketing, 16(1), 1-12. doi:10.1002/nvsm.390

Homburg, C., Ehm, L., & Artz, M. (2015). Measuring and Managing Consumer Sentiment in an Online Community Environment. Journal Of Marketing Research (JMR), 52(5), 629-641. doi:10.1509/jmr.11.0448

Howitt, R., Colyer, C., Hammer, M. R., Havnen, O., Huchendorf, K., & Hubert, C. (2014). Organisational Capacity for Engaging with Indigenous Australians. Geographical Research, 52(3), 250-262. doi:10.1111/1745-5871.12066

Johnson, S. K., Garrison, L. L., Hernez-Broome, G., Fleenor, J. W., & Steed, J. L. (2012). Go For the Goal(s): Relationship Between Goal Setting and Transfer of Training Following Leadership Development. Academy Of Management Learning & Education, 11(4), 555-569. doi:10.5465/amle.2010.0149

Pantea, M. (2013). The changing nature of volunteering and the cross-border mobility: where does learning come from?. Studies In Continuing Education, 35(1), 49-64. doi:10.1080/0158037X.2012.677427

Yi, C., Jiang, Z. (., & Benbasat, I. (2015). Enticing and Engaging Consumers via Online Product Presentations: The Effects of Restricted Interaction Design. Journal Of Management Information Systems, 31(4), 213-242. doi:10.1080/07421222.2014.1001270

Answer

References

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