Brand Awareness Building Plan Components
A work environment that is stirred with positivity is essential for an individual’s success and the organization at large. If people are happy where they work, they are likely to be more productive and make fewer mistakes in their work. When employees are happy and motivated, they invest all their energy to ensure they yield the best results. The Chief Happiness Officer Organization is a non-profitable organization that aims to create a happy and healthy environment for all the stakeholders in an organization, which helps determine the overall well-being of the employees and the company’s success.
Chief Happiness Officer Organization (CHOA) is now recruiting new members, and they want to make different organizations more aware of what they are doing. This has led to the need for brand awareness as one of the marketing ways to ensure people recognize the company. According to Davies (2015), this is a crucial foundation for the organization to eventually acquire customers or members to work with them. The Association aims at providing a series of programs and activities that will help promote workplace happiness. They are looking forward to working with members such as the corporates, SMEs, and individual members (Rugova and Prenaj, (2016). Their main aim is to share new knowledge and opportunities for senior employers to empower employees. When employees are empowered, the organization is guaranteed good results because employees are motivated to do their best. Therefore, the brand awareness building plan for CHOA revolves around using social media platforms to inform people as many people as possible about their organization.
A communication plan is vital for brand awareness since it gives a clear outline of how you will communicate important project information to key stakeholders. The communication plan for raising awareness of the CHOA amongst the audience of individuals in Hong Kong will include certain components such as the target audience, the context, intended outcomes, key messages, and the appropriate medium. To start with, the target audience is the managers of an organization and the appointed leaders that help to run the company. This will help them gain new knowledge of how to treat their employees to ensure they are moving in the right direction. The context of the brand awareness is to make the leadership team understand why it is important to create a happy and peaceful environment for workers to work. Engaging with CHOA is to ensure that the project will positively impact the companies by yielding positive results. The key message is to understand the main vision and mission of CHOA, which is to create a happy and healthy environment to enhance corporate culture excellence in Hong Kong and other regions. The media used for effective communication with the target audience are face-to-face communication, use of zoom meetings, and use of emails. This will help to obtain immediate feedback and clarifications to be done during the meetings. These media will platforms will help in building rapport and trust even for future negotiations.
There are different media and social media platforms that are used to deliver information to people, especially during the promotion of a product or service to the market. According to Sajid (2016), the brand awareness of this association and the use of the internet will be the best media of communication. After further study and research, this will be the best in giving insight to people. Internet marketing is important because it helps you reach more leads interested in working with your organization. This helps to target leads that have different characteristics and are attracted by what you are offering. This is where they will have to visit your website and find out more about your services. They will expect to see your website address and email on business cards, among other promotional materials, to reach you when interested. The goal is to make more people aware of the association, and the use of the internet will allow people to learn about each other and communicate with prospective customers.
Target Audience and Communication Strategies
The best audience group to capture with this exercise are the managers, different departmental heads in an organization, and most especially the chief marketing officer who engages with different customers to build the company. These are the target audience of the exercise because they are responsible for motivating employees and driving change in an organization. To support the communication plan, necessary communication strategies need to be leveraged (Karanges, Johnston, Beatson, and Lings, (2015). One of the important strategies is the use of verbal communication. We have mentioned the use of face-to-face media; this will help to pass information clearly, make clarifications where needed, and build loyalty and trust to ensure a strong relationship between the organizations. Using a visual communication strategy will also help reinforce more what has been said during the verbal communication. This also helps to give more information on what is expected by conveying the message being presented.
As the world of content and digital marketing grows, there are many platforms to share information on the internet. Some of the existing media platforms for promotion include the use of Facebook, Instagram, Twitter, YouTube, and LinkedIn. The most suitable for promoting CHOA are youtube, Instagram, and Twitter. This is because they are the best ways to communicate to a large audience to provide information to people. The organization can upload videos explaining its company, what they do, and how they operate on YouTube. This becomes easy for people to see and share with others, even on other websites. Twitter and Instagram are the best platforms for networking, and they can prove to be highly effective for brand recognition since a lot of information can be posted from time to time to explain more about a business. They encourage communication between multiple people in a public forum, allowing them to provide instant feedback, which might be important for the organization. All these platforms will help to create public awareness and ensure there is openness and accountability during the communication of the association and interested companies.
The audience group that CHOA should target are the senior executives, such as the managers and the chief marketing officer. The profile analysis of a manager is based on the integral role they play. They are responsible for the smooth operations of the company. Therefore, they should consider working with CHOA because their role is to ensure that employees are working in conducive environments that ensure they are happy when doing their work. CHOA will help suggest different programs and activities that will help ensure that employees are happy and peaceful when doing their work to ensure productivity. The chief marketing officer is also a target audience because he or she will be required to evaluate whether working with CHOA will help to create a good public image because of the positive impact they acquire from the association. They do their research to evaluate whether that interaction is beneficial to them or not. Lastly, the employees themselves are the target audience. They are actually the center of all this happening in an organization. Organizations should consider working with CHOA because they care for the needs of their employees and are willing to do anything to ensure they are working in a comfortable environment to produce quality work and be more efficient for the organization.
Using Social Media Platforms
General brand-building awareness of CHOA includes the use of social media platforms. The best media suggestion is the use of the internet and face-to-face communication with prospective customers. This is because, through the use of the internet, information about the organization will reach a lot of people across the countries. People will have access to your websites and media platforms to learn about the organization. According to Dwivedi, Kapoor, and Chen (2015), face-to-face communication media will also be vital because it will help build a good rapport with people. CHOA will be able to sell itself by explaining to people the importance of working with them to empower employees. Face-to-face meetings are more focused and productive because people will be able to explain more and provide clarifications were needed by people. Using social media platforms for different audience groups will also have to involve the matching strategy in the organization. This means that one of the considerations of the matching strategy is whether investing with that association will help attract or retain employees and if it is structured to encourage employee contribution. This also comes in where it is necessary to note whether employees will make a timely transition into retirement.
The possible communication content for this brand awareness is to make people aware of the vision and mission of CHOA to empower employees. This revolves around promoting health awareness, which focuses on employees’ mental and physical health and ensuring they are working in a happy and healthy environment, which ensures they achieve optimal health when working (Hanaysha, (2016). This can be done by engaging in activities that make employees feel motivated and happy when working to ensure they are productive and efficient. The successful implementation of this program will yield its results after the annual year of the organization. This is when every organization holds that meeting to evaluate what has been working well for the company and what needs to be addressed before they start another financial year. This timeline is best considered because the results will be visible when the company starts to produce more because of employees’ active engagement.
The targeted stakeholders for working with CHOA include the senior executives and employees themselves. The brand-building plan for the senior executives involved interacting with them through phone calls, emails, and face-to-face interactions. This will help the two groups interact more and explain what they are offering and how beneficial it is to employees. They will also interact with the senior executives to help in sharing knowledge and ideas of how the association will help the organization to grow if only they will accept to work with them. The building plan of the employees is where everything lies. This is because they are the backbone of the CHOA project. For it to be successful, employees must be guided through how they are supposed to cooperate and produce the best if they are working in a happy and healthy environment. The brand-building plan makes people aware of what they do, its importance, and how they will benefit when working with them.
Matching Strategy Considerations
The possible communication content with stakeholders mainly revolves around the benefits they will acquire when working with CHOA. Opatha (2019) says that this explains the benefits of working with employees who are happy and comfortable with where they are. The organization will really benefit because their end result is to ensure they have achieved their goals, and this will be made possible by motivating employees from time to time to ensure they do their best. As earlier stated, the implementation timeline when working with CHOA is approximately one year. Everything takes time, and results can only be seen at the end of a certain period. This is enough time to evaluate whether the project is working or not.
Social media can help people market their businesses and connect with their customers. According to Shawky, Kubacki, Dietrich, and Weaven (2019), this helps one reach customers better, sell and promote products and services better and create online networks with them through different websites. In promotion, they help to interact and share information concerning your business in real-time. Social media helps to attract customers, get customer feedback, and build trust and loyalty when you interact with them concerning your products and services. It also helps to develop your brand because you share knowledge and experiences with people, thus helping to build your brand in a positive direction. The use of different media and platforms can also help you and your brand to increase its market reach, including international markets because media does not restrict the countries that one can share their products with.
A brand awareness plan has helped familiarize the public with new associations, services, and products available in the markets. Tuten and Solomon (2017), social media have become an important tool in brand marketing since it ensures that information has reached a large group of people. Creating a deep understanding of the current and future CHOA brand awareness building plan is very necessary. The current plan is to ensure that the brand keeps consistent in what they are doing. Keeping consistency in voice and image is so purposeful because the audience will be able to recognize the brand since it started, the trends, and its future aspirations. The other building plan is to ensure the use of all aspects of social media. CHOA is an organization that will bring change to every organization they work with. Thus, it needs to be open to access and engages with the customers consistently to create a good image. Lastly, the plan is to enhance customer satisfaction in the future so that even after the implementation timeline, there will be positive reviews.
CHOA brand awareness building and communication plans will always have a creative proposition for their partners. According to Burke (2016), this means that the proposition for this association is to build a brand on community and belonging. The companies that engage with this organization are expected to have a strong purpose in how they conduct their organization. The association aims at ensuring that employees’ needs are put first to ensure they are working in a safe space and are happy and peaceful (Phillips and Wong, (2016). They ensure that they offer the best programs and activities that help employees and the whole organization. CHOA has a value proposition to different organizations because they believe that they are best suited for that position to encourage superior executives to protect the well-being of employees.
Lastly, organizations are successful because of good implementation to achieve their goals. The implementation and resources plan for CHOA brand awareness building revolves around how to facilitate the execution of the plan, ideas, designs, and policies that need to be followed to ensure success. The plan needs to be clear to everyone. When creating awareness about CHOA, the members need to know what to share with people to convince them and get everyone on board with their expectations. There should be cooperation on the project where everyone is aware of their responsibilities in brand awareness. Everyone is expected to know the key components of the brand and communicate with confidence to attract more customers to work with them. Chief Happiness Officer Association is an organization with its vision of building a happy and healthy environment in every organization to ensure that the well-being of employees is well promoted.
References
BuRkE, R. J. (2016). The fulfilling workplace: the organization’s role in achieving individual and organizational health. Routledge.
Davies, W. (2015). The happiness industry: How the government and big business sold us well-being. Verso books.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309.
Hanaysha, J. (2016). Testing the effects of employee engagement, work environment, and organizational learning on organizational commitment. Procedia-Social and Behavioral Sciences, 229, 289-297.
Karanges, E., Johnston, K., Beatson, A., & Lings, I. (2015). The influence of internal communication on employee engagement: A pilot study. Public relations review, 41(1), 129-131
Opatha, H. H. D. N. P. (2019). Sustainable human resource management. Sri Lanka: Author.
Phillips, R., & Wong, C. (Eds.). (2016). Handbook of community well-being research. Springer.
Rugova, B., & Prenaj, B. (2016). Social media as marketing tool for SMEs: opportunities and challenges. Academic Journal of Business, 2(3), 85-97.
Sajid, S. I. (2016). Social media and its role in marketing.
Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2019). Using social media to create engagement: A social marketing review. Journal of Social Marketing.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Wilensky, H. L. (2015). Organizational intelligence: Knowledge and policy in government and industry (Vol. 19). Quid Pro Books.
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