Marketing Strategy
Target
Audience Identification
The campaign targets two key demographics: university students and Bath population. University students are a vital audience for Splash of Hope as they represent a group of young individuals who are eager to explore their artistic side and make a significant impact in the lives of children in need (Lynn, 2012). With their energy, enthusiasm, and creative abilities, university students can contribute their unique perspectives and talents to create positive change. Besides them, this campaign also aims to engage the Bath population. Everyone should understand the importance of fostering creativity and compassion in their families. They are actively seeking opportunities to engage their family members in meaningful activities that promote empathy and social responsibility (Roxburgh, 2006). By participating in Splash of Hope, people can provide their family members with a valuable learning experience, teaching them the importance of using their artistic abilities for the betterment of others.
Promotional Timetable Design
Take The Promotional Video Tour
Behold the captivating promotional video we've unleashed on Instagram reels! Let it transport you into the heart of our event, leaving you brimming with excitement and anticipation.
Promotion Plan and Channels
Instagram Stories
Our 'Splash of Hope' event Instagram promotion was a captivating mix of visual storytelling. We created two types of content in order to increase engagement and participation. Firstly, we shot a reel/video at our event location, showcasing participants' joyful painting and offering a sneak peek into the atmosphere of the 'Splash of Hope' event. This helped us amplify the number of participants, as visual video content creates long-lasting impressions (Pan and Chen, 2019). Secondly, informative stories were the second component of our Instagram Marketing. We understood the value of clearly communicating event specifics, so we created captivating stories with all the important details—venue, date, time, and entry fee. To ensure the stories remained visible and to constantly remind followers of the event, they were strategically uploaded at regular intervals (Pan and Chen, 2019). Moreover, our reels/stories were reposted on the Bath Brew House Instagram page as well.
Facebook pages
In order to generate interest and participation among local’s in bath we decided upon promoting on facebook groups of bath. These groups served as a forum for event promotion and fostering a sense of community (Pan and Chen, 2019).
Online community promotion - WhatsApp and Line
Utilizing WhatsApp and Line groups and messages helped us drive event participation and raise awareness. We decided to spread the word among various whats app groups such as accommodations, Marketing as well as informal Indian/taiwanese/thai groups. Sharing information in appropriate groups initiated interest, and direct messaging allowed for timely responses to concerns or inquiries (Pan and Chen, 2019).
JustGiving Website Utilisation
JustGiving is a platform that facilitates fundraising and donations, being recognized as the world's leading online fundraising platform, which also helps charities maximise contributions through GiftAid. Additionally, we utilise this platform for collecting funds and selling event tickets. The JustGiving page played a crucial role in the success of our 'Splash of Hope' event. Its user-friendly and secure platform enabled us to raise funds effectively for the charity. The page acted as a central source of information, providing comprehensive event details, such as the date, time, and location, making it easy for potential participants to access essential information (Payne, Scharf and Smith, 2014). Furthermore, the transparency it offered, guaranteeing that all donations were dedicated to the charity, boosted confidence and encouraged more generous contributions (Payne, Scharf and Smith, 2014). Moreover, it proved invaluable in planning the event, from procuring paint supplies to managing attendee details for the each time slots (Lock, 2020).
