Developing A Marketing Plan For A Health Campaign In Canadian University Of Dubai Campus

Situational Analysis

Question:

Discuss about the Creative strategies in the social media marketing.

Social marketing refers to the process to develop and integrate the marketing approaches to the social change process. It is the process of developing activities, through which the organization can maintain the behavior so that individuals and the society can benefit as a whole. Social marketing is different from other forms of marketing as it is focused on influencing the social behaviors to influence the target audience and the society. In the current report, a marketing plan is proposed for the social issue of health in the younger population of the students in Canadian University of Dubai Campus. The social campaign will be targeted to improve and motivate people to lead a better and healthy lifestyle. It marketing plan is focused to improve the lifestyle, whether it is regarding the mental/social, physical choices (Roncancio et al, 2017). The healthy lifestyle can be achieved through food choices and training. The major challenge in the public health is the lack of awareness for the health and obesity. This phenomenon is negatively impacting on the health of the young people. Youth is attracted towards unhealthy junk foods and the life style has resulted in lack of exercise among the employees. The current marketing plan will promote regular exercise and the inclination towards healthy lifestyle.

The situational analysis is focused in analyzing the current situation of the youth obesity and the awareness of the youth regarding the obesity, health eating and regular exercise. In this essence, the current section is focused on conducting SWOT analysis of the current situation.

The above situational analysis sheds light on the current situation of the students in the university. The students are aware of the severe consequences due to the lack of exercises. However, they do not have to the time or the motivation to engage in exercise. As the University is vibrant with the youth, the people are not likely to engage in the cooking activities. The healthy food available in the University campus is very costly for the students (Hyder, 2016). Therefore, it is important that the university conducts some intervention approaches for motivating the University students towards positive behavior.

The target audience refers to the audience with specific set of demographic or psychographic features, which will be influenced by the decision. The target audience refers to the intended audience of a publication or advertisement to promote a product or service. The target audience can be categorized according to the demographic or the psychographic features. The focal point of the current marketing campaign is the University candidates or the youth, who are not engaged in the physical activities. Therefore, they are the intended audience of the organization. It is important to determine the target audience of the marketing campaign, so that the marketing efforts can be focused and effective (Zhu & Chen, 2015). If the target audience of an organization is not determined; then it is very challenging to fabricate an effective marketing campaign. The target markets of the social campaign are

Target Audience

Young Students registered in the Canadian University: Several students registered from different ethnicity and nationality has come across to study as the Dubai Campus of the Canadian University. They are in the age group of 18-30 with graduation and post-graduation qualification status. The behavioral information includes the hobbies and interest of the target consumer. In the present case, the target consumer have the behavioral characteristics of the target audience is excessive sitting and lack of physical activity (Tuten & Solomon, 2017). As the schedule of the target audience is very busy, the youth is attracted towards junk food, which is not healthy for the health. 

The secondary target market of the present marketing campaign is the youth living in the near vicinity of the University. It is a social marketing initiative; therefore, the youth from the nearby universities will also be invited to the organization. The students from the external university are also invited to participate in the health programs (Heinze, Fletcher, Rashid & Cruz, 2016). They can enroll in the university programs by giving small fees.

The behavioral objectives and target goals of the current marketing campaign are to promote health awareness of the target audience. The behavioral objectives of the marketing plan are mentioned below:

• The young people should be more informed and well-aware of the negative effects of the lack of activity and consumption of junk food (Truong, 2014).
• The target audience should learn about the benefits of the exercise and they should regularly engage in small physical exercises.
• The target audience should understand the importance of healthy living and the importance of the eating home-made food.
• The target audience should practice healthy eating and cooking.

The positioning statement is an important component of the marketing plan of an organization. An organization should follow three crucial steps, while developing a positioning statement, namely, selection of the target market, what unique value the organization is providing to the customers and why the customers should believe in the brand.

The brand positioning statement is the most effective statement of the organization, which is important in engaging the customers of the organization. Therefore, it is important to create an effective brand positioning statement for the organization. The brand statement should be able to transmit the features of the product, and why it is special.  It should be focused on the target market and the message should be able to convey, why the organization is loves its target market. It is important in representing the position of the organization in the competitive landscape (Carins & Rundle-Thiele, 2014). In the present, a positioning statement is framed, which makes the uplifts the standard of the organization. The positioning statement of the current marketing plan is, “A healthier you”.

The marketing mix is an important component of the marketing plan. The following section discusses the marketing mix of “A healthier you”. It is a strategic intervention

Behavioral Objectives and Target Goals

In the present section, a marketing mix is designed for the marketing plan:

Product: The product is the approaches and behavioral interventions, which can prevent the obese and unhealthy behavior among the young generation. In the present, a new session or subject will be initiated for all the students, which will promote physical exercise. The University can also provide healthy food in the canteens or cafeteria. Other than that, a regular program can be introduced in the University courses, which promotes the importance of the health to the university students (Spears et al., 2015).  

Place: The organization will organize community sports and recreation programs in the local neighborhood. They will be organized when the time is convenient for the University students.

Price: Different price strategies can be used to determine the prices of these intervention strategies on the users. The introduction of new course will require addition in the overall tuition fees of the University. However, the university will reduce the overall impact by reducing only a small level of fees. There can also be a time cost for the University students. However, engagement in the physical activities will be mandatory and will provide score incentives. It will promote the young individuals to participate in the physical activities.

Promotion: The marketing intervention is focused towards the students of a specific University. Therefore, local media channels such as brochures or news bulletins on the notice board will be suffice.

The evaluation of the marketing plan requires the use of sales numbers, return on investment, response from the consumers and the overall efforts of the employees and the sales partners. There are several benefits of the monitoring the marketing activities such as clear management and control of the activities, critical input to the evaluation process, and a valuable audit of the services supplied to the customers. In the monitoring plan, the output or the goals of the activities will be monitored. The advertising efforts of the marketing campaign will be examined through quantitative research (Ashley & Tuten, 2015). A survey will be conducted with the University students to evaluate whether the students are familiar with the advertising efforts of the organization.

Another evaluation method is the investment of the budget in the marketing plan. It is important to ensure that the marketing plan is financially controlled and can easily be managed (Zarrella, 2009). It is important to outline the objectives of the marketing plan and evaluate whether each of the following objectives is met by the organization.

Conclusion

In the present section, a marketing plan has been proposed for the social cause of obesity and unhealthy eating. Today, young generation is unaware of the health issues caused by unhealthy eating and lack of exercise. It is a major social issue and the government and the social organizations should take initiatives to make changes in the social habits. In this regard, a social marketing program, ““A healthier you” has been proposed. As per this program, the University should initiate programs which can enhance the level of health among the University graduates. The program will introduce course and provide incentives to the students, who attend these classes. The program will be evaluated according to the return on investment of the program.

References

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.

Carins, J. E., & Rundle-Thiele, S. R. (2014). Eating for the better: A social marketing review (2000–2012). Public Health Nutrition, 17(7), 1628-1639.

Heinze, A., Fletcher, G., & Rashid, T., & Cruz, A. (2016). Digital and Social Media Marketing: A Results-Driven Approach. Taylor & Francis.

Hyder, S. (2016). The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue. BenBella Books, Inc.

Roncancio, A. M., Ward, K. K., Carmack, C. C., Muñoz, B. T., Cano, M. A., & Cribbs, F. (2017). Using social marketing theory as a framework for understanding and increasing HPV Vaccine series completion among Hispanic adolescents: A qualitative study. Journal of community health, 42(1), 169-178.

Spears, B., Taddeo, C., Barnes, A., Scrimgeour, M., Collin, P., Drennan, J., & Razzell, M. (2015). Keep it tame: Promoting respect online safe and well online pilot study: Evaluating the design, engagement and impact of a social marketing approach aimed at 12 to 18 year olds.

Truong, V. D. (2014). Social marketing: A systematic review of research 1998–2012. Social Marketing Quarterly, 20(1), 15-34.

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.

Zarrella, D. (2009). The Social Media Marketing Book. O’Reilly Media, Inc.

Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business horizons, 58(3), 335-345.

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