Trcc 2008 Bowlathon

TRCC/MWAR MKT Plan

1.0 Executive Summary

TRCC/MWAR was created in 1974 to service and support women who have been raped. TRCC/MWAR is a volunteer, community based womenÐ'ÐŽÐ'¦s organization operating independently.

TRCC/MWARÐ'ÐŽÐ'¦s Mission Statement is:

The TRCC/MWAR is a grassroots, woman-run collective working towards a violence-free world by providing anti-oppressive, feminist peer support to survivors of sexual violence through support, education and activism.

TRCC/MWAR positioning is:

For all women in the GTA TRCC/MWAR is the place to turn to when they have experienced sexual assault because it is a free, female run organization that is non-judgmental that provides support, resources, counseling and empowerment.

Sexual assaulted women seek support, counseling, resources, empowerment, and each of them with different needs and goals.

TRCC/MWAR is working hard to offer 24 hour crisis support lines follow-up supportive counseling, police/court/hospital accompaniments and public education. The number of calls increased 9.9 % from 2005 to 2006.

All of the women living in the GTA should be aware of TRCC/MWARÐ'ÐŽÐ'¦s services. The key to their marketing strategy is to target women based on age groups.

TRCC/MWAR should target 13-17 year old age group more aggressively since statistics show that 62% of reported sexual assaults in 1992 were under the age of 18.The TRCC/MWAR will target women in this age group by going to their schools and educating them on what constitutes sexual assault and the services TRCC/MWAR offers. The 18-35 year old age group consists of females who are beginning to face more mature relationships. TRCC/MWAR can target this group by having booth/presentations during frosh week at the major colleges and universities. The 35-65 year old age group will be targeted online.

TRCC/MWAR's direct competition includes all charity organizations; indirectly they compete with peopleÐ'ÐŽÐ'¦s day to day variable expenses.

Unlike many forms of therapy, TRCC/MWAR does not advise or direct women on their healing, but instead they offer women support and resources so they gain control over their own lives. TRCC/MWAR counselors offer a woman a place to be heard, often for the first time in her life.

Their key issue is to create awareness among women in the GTA in order to gather more funds through donations and volunteers to meet the needs of sexually assaulted women. And the best way to create awareness is a good communication strategy.

The purpose of TRCC/MWAR's marketing plan is to serve as a guide for the organization. The following areas will be monitored to measure performance:

- Number of calls/visits they get;

- Amount of donations ($) received;

- Number of people who donate;

- New volunteers.

The centre's short-term goal is to meet their needs, while the long-term goal is to educate people about the emotional, physical and psychological negative effects of sexual assault for there not to be a demand.

The TRCC/MWAR's main financial objective is to be able to fund the services offered to sexually assaulted women.

2.0 Situation Analysis

TRCC was created in 1974 by a group of women in the community who were aware of the lack of services and support for women who have been raped. TRCC is a volunteer, community based womenÐ'ÐŽÐ'¦s organization operating independently.

In the 1990Ð'ÐŽÐ'¦s TRCC expanded its name to Ð'ÐŽÐ'§Toronto Rape Crisis Center/Multicultural Women Against RapeÐ'ÐŽÐ'Ё in order to reflect the diversity of the communities we work with.

2.1 Market Summary

It is hard to know exactly who TRCC/MWAR targets are because most of the assaults go unreported.

Target Markets

Females.

2.1.1 Market Demographics

The profile for the typical TRCC/MWAR beneficiary consists of the following Geographic, Demographics and Behavior Factors:

Geographic: TRCC/MWAR has a set geographic target area which is the GTA. There are 2,165,285 women who are 15 years of age or older in Toronto. (Statscan 2006 Community Profile Census)

Demographics: Female of all ages. 62% of the victims who reported being sexually assaulted in 1998 were under the age of 18 (Statistics Canada, Juristat, Vol. 19, No 9).

Behavior Factors: Beneficiaries often experiences physical, emotional and psychological trauma.

2.1.2 Market Needs

TRCC/MWAR is providing the GTA community with a wide range of services for women who have experienced sexual assaults.

Sexual assaulted women seek support, counseling, resources, empowerment, and each of them with different needs and goals.

2.1.3 Market Trends

A 1984 study found that one in four Canadian women will be sexually assaulted during her lifetime. (Statistics Canada, J. Brickman and J. Briere, Ð'ÐŽÐ'§Incidence of Rape and Sexual Assault in an Urban Canadian PopulationÐ'ÐŽÐ'Ё, The International Journal of WomenÐ'ÐŽÐ'¦s Studies, Vol. 7, No 3, 1984)

A 1993 Statistics Canada survey found that one-alf of all Canadian women have experienced at least one incident of sexual or physical violence. Almost 60% of these women were the targets of more than one incident. (Statistics Canada, Ð'ÐŽÐ'§The Violence Against Women SurveyÐ'ÐŽÐ'Ё, The Daily, November 18, 1993

2.1.4 Market Growth

They face competition from various charities in the GTA. They are working hard to offer 24 hour crisis support lines follow-up supportive counseling, police/court/hospital accompaniments and public education. The number of calls increased 9.9 % from 2005 to 2006.

2004 Ð'ÐŽV 16,024 calls

2005 Ð'ÐŽV 16,000 calls

2006 Ð'ÐŽV 17,580 calls

2. SWOT

2.2.1