Anda di halaman 1dari 8

SOUTHERN CROSS UNIVERSITY

ASSIGNMENT COVER SHEET


For use with online submission of assignments
Please complete all of the following details and then make this sheet the first page
of each file of your assignment do not send it as a separate document.
Your assignments must be submitted as either Word documents, text documents with .rtf
extension or as .pdf documents. If you wish to submit in any other file format please
discuss this with your lecturer well before the assignment submission date.

Student Name: Ayoub Alharbi


Student ID No.: 22146164
Unit Name: Social Marketing
Unit Code: MKT10726-2016-1
Tutors name:

Dr Timo Dietrich

Assignment No.: 2
Assignment Title: Multi-media campaign
Due date: 25 April March 2016
Date submitted: 25 April 2016
Declaration:
I have read and understand the Rules Relating to Awards (Rule 3
Section 18 Academic Misconduct Including Plagiarism) as contained in
the SCU Policy Library. I understand the penalties that apply for
plagiarism and agree to be bound by these rules. The work I am
submitting electronically is entirely my own work.
Signed: AYOUB ALHARBI
(please type
your name)

Date: 25th April 25, 201

Target Audience and Behaviour Change


The target audience for the social marketing campaign are Australian secondary school
students in Years 10, Year 11, Year 12. This target audience engages heavily with social
media (Vromen, Xenos & Loader, 2015). Generation Z are heavy users of mobile phones
(Ozkan & Solmaz, 2015). This group is very socially and environmentally conscious
(Wiedmer, 2015). This group is aged from between 15 to 18 years old. There are 87066
secondary school students in this age group in Australia (Figure One).
Figure One: Number of male and female students (15-18) in Australian Secondary
Schools

(Compiled from Australian Bureau of Statistics 2015).


The majority has a smartphone that they interact with more than ten hours a week and a
Facebook account (UMR Research 2012). They prefer to communicate via email, SMS
Facebook, Twitter, Skype, Instant Messenger and text messages (UMR Research 2012).
The aim of the social marketing campaign is to change the attitude of this group towards
domestic violence. This age group is an ideal age group for initiating attitudinal change
(VicHealth 2014). This group requires an attitudinal change as research by Harris, Honey,
Webster, Diemer and Politoff (2015) found a high level of acceptance of domestic violence
amongst this age group.

Page 1

Positioning of Campaign
The positioning statement is:
We want secondary school students aged between 15 to 18 years old to see positive conflict
resolution as a constructive approach to disputes and more beneficial than domestic violence.
This is behaviour-focused positioning (Lee & Kotler 2011). The objective of the campaign is
to train the target audience in positive conflict resolution techniques. It is important to tailor
and position violence prevention programmes to the target audience (Quinn, Bell-Ellison,
Loomis & Tucci 2007). The development of an appropriate slogan for the campaign can be
important for signaling the positioning of the campaign (Quinn et al 2007). The slogan that is
selected is:

is for peace, not violence


Product
The core benefit to the target audience of adopting positive conflict resolution techniques is
that the target audience responds to situations that anger them in a manner that will avoid
potential criminal charges and social ostracizing. Noonan and Charles (2009) found that a
core benefit is the improved dating relationships of the male individual. The actual product is
positive conflict resolution skills that the individual can use in order to develop healthy
relationships with members of the other gender. The skills that are developed encourage
positive communication skills and the development of positive behavioural norms. The
augmented product will be the development of bystander intervention strategies that
empowers those who are aware of relationship violence to intervene. The programme will
also provide young women with proactive strategies for responding to situations where they
are experiencing abuse. The slogan will be used to brand the campaign. Given that the social
marketing campaign encourages honesty and transparency it will be important that the social
marketing campaign upholds the highest ethical standard in its delivery.

Page 2

Price
It is important that a high cost is established for the non-adoption of the behaviours promoted
in the social marketing campaign. The means by which this will occur is by establishing a
social norm that peers will exclude those individuals that engage in violence towards others,
victims will be proactive in complaining and that bystanders will be active in ensuring that
violent behaviour is not ignored. This approach increases the nonmonetary costs of engaging
in the competing behaviour (Lee & Kotler 2011). The tactic relies on the importance of peer
acceptance by the target audience (Wiedmer 2015). It also leverages the willingness of the
target audience to become active participants in social media campaigns (Wiedmer 2015).
The ethical considerations involved are public shame. The campaign seeks to nullify the
glorification of violence and to present those individuals who engage in the behaviour as
being deserving of public shame.
Place
Place concerns developing strategies that will make it as convenient and pleasant as possible
for your target audience to perform the behaviour (Lee & Kotler 2011, p. 292). The
encouragement of the victim and bystanders to be active encourages a presence at the point of
decision-making. The construction of an app that enables the individual to easily log a
problem, alert their support network and send information to authorities will enable the
campaign to have a presence at the point that abusive behaviour manifests. It is important that
the behaviour of being proactive towards abuse is considered to be appealing to the target
audience. It will be important to enlist the target audience to leverage their social media
technologies to create a strong sense of place in the digital environment and to encourage
active involvement by the target audience. As has been identified, social media is the location
where the target audience hangs out (UMR Research 2012). Given that the majority of the
target audience has access to smartphones, the distribution channel ensures equity of access.
Promotion
The use of the promotional channel of social media will encourage two-way communication
between the organisers of the campaign and the target audience. The aim is to convert each
participant into a messenger who will use the range of social media tools at their disposal to
create a campaign. The strategy of the campaign will be to create the impetus and excitement
that will engage the target audience to become actively involved in the campaign. The
Page 3

strategy will seek out a high profile international music artist to leverage celebrity status to
launch the promotion. This will create significant interest amongst the target audience of the
campaign and overcome any lethargy that they might have in engaging with the campaign.
The artist that will be sought is Justin Beiber who has a strong social media presence. The
artist is chosen as an opinion leader of the target audience.

Page 4

Reference List

Australian Bureau of Statistics 2015, Schools Australia, 2015, ABS, Canberra.


Harris, A, Honey, N, Webster, K, Diemer, K & Politoff, V 2015, Young Australians
attitudes to violence against women. Findings from the 2013 National Community Attitudes
towards violence against women survey for respondents 16-24 years, Victorian Health
Promotion Foundation, Melbourne.
Lee, NR, & Kotler, P 2011, Social Marketing: Influencing behaviours for good 4th edn, Sage
Publications, Los Angeles.
Noonan, RK, & Charles, D 2009, Developing teen dating violence prevention strategies.
Formative research with middle school youth, Violence Against Women, vol. 15, no. 9, pp.
1087-1105.
Ozkan, M, & Solmaz, B 2015, Mobile addiction of Generation Z and its effects on their
social lifes: an application among university students in the 18-23 age group, Procedia
Social and Behavioural Sciences, vol. 205, pp. 92-98.
Quinn, GP, Bell-Ellison, BA, Loomis, W, & Tucci, M 2007, Adolescent perceptions of
violence: Formative research findings from a social marketing campaign to reduce violence
among middle school youth, Public Health, vol. 121, no. 5, pp. 357-366.
UMR Research 2012, Generation Z: Insights into the lifestyles and aspirations of young
Australians, UMR Research, Sydney.
Vromen, A, Xenos, MA & Loader, B 2015, Young people, social media and connective
action: from organisational maintenance to everyday political talk, Journal of Youth Studies,
vol. 18, no.1, pp. 80-100.
Wiedmer, T 2015, Generations do differ: Best practices in leading traditionalists, boomers
and Generations X, Y, and Z, Delta Kappa Gamma Bulletin, vol. 82, no. 1, pp. 51-58.
Page 5

Page 1

Page 2

Anda mungkin juga menyukai