Promo Plan

Table of Contents

Executive Summary 3

Situational Analysis 4

Background 4

SWOT Analysis 4

Target Market 6

Promotional Objectives 7

Tactics 8

Advertising 8

Publicity 9

Sales Promotion 10

Time Frame 11

Budget 12

Monitoring and Evaluation 13

Executive Summary

The following report outlines a promotional plan devised by the sexy red backs. Australian Red Cross as part of a worldwide movement with a mission "to improve the lives of vulnerable people by mobilizing the power of humanity" is pivotal in reaching individuals in crisis and in turn providing quality of life outcomes. The Laughter at Luna Park Day is an event aimed to attract a large audience and to get people involved in the 'Friends of the Red Cross' program. To attract the audience we want, we have targeted the day and activities on the day towards 18 - 24 year old females. One of the many problems we experience is our competition. There are many not for profit organisations already existing and been formed to help the community each of these charities are competing for the same dollar. Although government funding and foundation facilities are available for specific non for profits, this is continually when bidding for the government donation dollars. The 3 Strategies we will be using to attain the result we want are:

* Advertising

* Public Relations and:

* Sales promotion

By implementing these promotion strategies it will help us achieve the promotional objectives set for this event. The promotional objectives include:

1. In the lead up to the event create awareness to 40% of the target market located in Sydney.

2. Generate the events aims and purpose to 60% of the audience.

3. To gain a more effective perception and attitudes towards the charity and the event from the target market.

4. Attract 2 of the 5 key television channels for publicity purposes.

5. To create awareness of the Laughter in Luna Park event to groups other than the target market.

6. To communicate the aims of becoming a friend of the Red Cross to the target market and potential audiences.

7. To communicate the campaign and send a strong message of the purpose of the event, that the individuals of the target market will recognise.

Advertising will be implemented by using various methods such as advertising in the Daily Telegraph, radio ads on NOVA 96.9, advertisement on the NOVA website, Merrick and Rosso website and the Red Cross website, flyers, posters and

Situational Analysis

Background

Laughter Day in Luna Park is an event aimed to attract a large audience and to get people involved in the 'Friends of the Red Cross' program. Laughter Day in Luna Park will be held in Luna Park, Milsons Point Sydney. This event will commence at 8:30am till 5:00pm. Within this event there will be rides, food stalls, information stalls about Red Cross and booths to sign up from the friends of the Red Cross. The entertainment provided in the event is comedians, music, guest speakers that will be showcased on the main stage of the park. The main attraction of the day will be Merrick and Rosso, from the radio breakfast show on NOVA 96.9 who has sponsored the event for their services. Stalls will be located throughout the theme park to encourage people to sign up to be a friend of the Red Cross and give information about the charity.

SWOT Analysis

Strengths * The Australian Red Cross is an organisation that as been functioning since 1914 and is the larges humanitarian organisation in the world and has a high level of expertise.

* A high percentage of every dollar donated reaches those in need

* The Australian Red Cross is a very reputable and recognised charity that has a good company image that the community trusts.

* The Australian Red Cross has had great success with other programs implemented this suggest that if greater attention was paid to the Friends of the Red Cross program, it could succeed.

* The Australian Red Cross has existing distribution channels such as a database, advertising and brand awareness this making it much easier to implement new programs as channels are already available fro things such as marketing.

* The Australian Red Cross already has 30,000 trained volunteers and various local programs running across Australia such as Disaster catering, first aid units and care respite centres.

* The Australian Red Cross is independent of government, political, religious and cultural affiliation.

Weaknesses * Limited marketing has been used for the Friends of the Red Cross program as at this time it only targets volunteers on the database and thus cuts down on the opportunity to attract potential donation as many people in the community are unaware that the program exists.

* At this time limited resources and employees are working directly on this program are so low.

* The Australian Red Cross is reliant on volunteers and the charity of others fro the majority of funding and volunteers time which can create a level of uncertainty.

Opportunities * The opportunity to educate the community about the friends of the Red Cross program through the Laughter in Luna Park event.

* The opportunity to gain sponsorship through broadening the existing target market.

* The opportunity not only to promote the event but also to promote the Friends of the Red Cross Program.

Threats * There are many not for profit organisations already existing and been formed to help the community each of these charities are competing for