FORCHANGE: MARKETING EFFECTIVENESS ANALYSIS: PART 2
NB : PUT THE ANSWERS ON THE TEMPLATE
Back Story
ForChange is a local nonprofit organization dedicated to bringing about positive social change in communities through programs that promote healthy habits in adults and children. The founders started ForChange after the Healthy Communities program (https://www.cdc.gov/nccdphp/dch/programs/healthycommunitiesprogram/index.htm Links to an external site.) ended in 2012. Since then, the organization has been growing slowly and has recently started to expand its reach through some community efforts and connection to local health fairs and school-sports booster organizations. Some examples of ForChange’s programs include hosting smoking cessation classes at the senior care centers, sponsoring fitness-related after-school programs, and teaching nutrition seminars to new parents. ForChange’s board of directors wants to expand further and see the organization eventually start up new centers that can lead change efforts in other parts of the country and throughout the world. ForChange has a small administrative staff, and the programs are conducted by volunteers. ForChange’s executive director is hoping that the organization can use digital marketing to appeal to volunteer-minded, socially conscious adults between the ages of 25–39. The company leaders are a bit older, however, and feel they need some help and advice for how best to reach this demographic. They are also concerned about approaching their marketing responsibly in a way that will support the organization’s goals to promote healthy families, healthy communities, and a healthy world. They also need some guidance on how best to continually evaluate the success of their efforts so that they can continue to grow, so they contact XYZ Corporation for a consultation to address these concerns.
Both parties have an initial meeting to discuss the nonprofit organization’s needs and goals. After that initial discussion, your boss at XYZ, Michael Johnson, determines that there are three main ideas that ForChange needs to focus on: digital marketing, sustainability and social responsibility, and program evaluation. Michael feels that the client should have a further understanding of these topics before he can move forward with them to implement a formal plan, so he asks you to draft a three-part report to address these ideas. Michael provides you with the questions to answer and a template to fill out the report. Your task is to complete the report and present it back to Michael so that he can review and send it to the client.
Submit Part 2 and Part 3 of your report. The report is based on the following criteria:
PART 2: SUSTAINABILITY AND SOCIAL RESPONSIBILITY
1. Given ForChange’s mission to support healthy families, healthy communities, and a healthy world, suggest a minimum of two socially responsible marketing strategies for the organization. How might the organization ensure that its message is carried out in alignment with those goals? (150–225 words, 2–3 paragraphs)
2. Explain why a focus on ethical marketing practices can not only help the organization succeed (and grow) but also bring about sustainable positive social change. (75–150 words, 1–2 paragraphs)
PART 3: PROGRAM EVALUATION
1. What are three key performance indicators (KPIs) ForChange can use to measure the online marketing launch and three KPIs for the sustainability and social responsibility launch? Explain why each KPI would be appropriate, given ForChange’s mission. Be sure to include both financial and nonfinancial measures. (150–225 words, 2–3 paragraphs)
2. What steps are involved in the process of evaluating marketing performance? Outline control and evaluation steps for each key performance indicator you identified. (150–225 words, 2–3 paragraphs)
Note: For each prompt, be sure to reference at least one scholarly source to support your answer. Use the Assignment Template, provided in this week’s Learning Resources, to complete this Assignment.
References
• Manafy, M. (2018). Socially responsible marketing is good for your bottom line – Here’s how to do it right Links to an external site.. Inc..Retrieved from https://www.inc.com/michelle-manafy/socially-responsible-marketing-is-good-for-your-bottom-line-heres-how-to-do-it-right.html
Time Estimate: 6 minutes
• Richtopia. (n.d.). What is social marketing? And how does it work? Links to an external site.[Blog post]. Retrieved March 21, 2019, from https://richtopia.com/strategic-marketing/what-is-social-marketing-how-does-it-work
Time Estimate: 3 minutes
• Shewan, D. (2017). Ethical marketing: 5 examples of companies with a conscience Links to an external site.[Blog post]. Retrieved from https://www.wordstream.com/blog/ws/2017/09/20/ethical-marketing
Time Estimate: 2 minutes
• Strandberg, C., & Quinn, F. (2015). Marketing for social change: How to profitably use your brand power as a force for good Links to an external site.. Sustainable Life Media. Retrieved from https://www.sustainablebrands.com/read/marketing-and-comms/marketing-for-social-change-how-to-profitably-use-you-brand-power-as-a-force-for-good
Time Estimate: 4 minutes
Marketing and Sustainability
Sustainability is a mindset that includes a focus on long-term success. Green practices preserve natural resources so they are available for future generations. Treating customers well creates loyal customers, and taking care of employees can help support organizational success. Using these resources, you will examine the benefits of sustainability to a marketing program.
• B Lab. (n.d.). What is a benefit corporation? Links to an external site.Retrieved March 21, 2019, from http://benefitcorp.net/businesses
Time Estimate: 2 minutes
• Roesler, P. (2017, January 9). New research shows that marketing sustainability can sway customers worldwide Links to an external site.. Inc..Retrieved from https://www.inc.com/peter-roesler/new-research-shows-that-marketing-sustainability-can-sway-customers-worldwide.html
Time Estimate: 4 minutes
• Stockholm School of Economics. (2015). What is a sustainable market? Links to an external site.[Video file]. Retrieved from https://www.youtube.com/watch?v=VvnK6lOsxg4
Time Estimate: 4 minutes
• Vlahov, D. (2015). 5 types of sustainability marketing tactics corporate execs need to understand, and utilize, better Links to an external site.. Sustainable Life Media. Retrieved from https://real-leaders.com/5-types-sustainability-marketing-tactics-corporate-execs-need-understand-utilize-better/
Time Estimate: 5 minutes
Marketing Metrics and Key Performance Indicators (KPIs)
Key Performance Indictors (KPIs) are measurements used to assess marketing plans. Good KPIs are measurable, specific, and timely. The following resources explore how to draft KPIs for marketing programs, including online marketing campaigns.
• KPI.org. (2018). How to develop KPIs / Performance measures Links to an external site.. Retrieved from http://kpi.org/KPI-Basics/KPI-Development
Time Estimate: 5 minutes
• Rogan, K. (2018). What is a KPI in your marketing strategy Links to an external site.[Blog post]. Cyberclick. Retrieved from https://www.cyberclick.es/numericalblogen/what-is-a-kpi-in-your-marketing-strategy
Time Estimate: 3 minutes
Marketing Performance Evaluation
In order to effectively evaluate marketing performance, both financial and nonfinancial measures must be considered, as each provides a different perspective on the marketing plan and its success. In addition to the types of measures to consider, it is critical to understand how to conduct a program evaluation. Using these resources, you will review different aspects involved in marketing performance evaluation, including process. Please note that in the video “Evaluation Plan,” the speaker discusses steps in an evaluation process that can be applied not only in marketing but across different types of organizations and functional areas. As you review the video, consider how these steps would be carried out in a marketing performance evaluation.
• Eng, R. (2016). Lesson 4 3 1 Non financial measures Links to an external site.[Video file]. Retrieved from https://www.youtube.com/watch?v=Zz2ELTrKdC8
Note: The approximate length of this media piece is 4 minutes.
• Executive Finance. (2012). 10 Strategic management: Strategy evaluation and control Links to an external site.[Video file]. Retrieved from https://www.youtube.com/watch?v=NfKLoGZiR4s
Note: The approximate length of this media piece is 10 minutes.
• Jones, D. (2017). Google brings machine learning to online marketing assessment Links to an external site.. E-Commerce Times. Retrieved from https://www.ecommercetimes.com/story/84563.html
Time Estimate: 5 minutes
• Walden University, LLC. (Producer). (2019b). Evaluation plan [Video file]. Baltimore, MD: Author.
Note: The approximate length of this media piece is 3 minutes.
• Lumen Learning. (n.d.-a). Evaluating marketing performance Links to an external site.. In Boundless marketing. Portland, OR: Author. Retrieved March 20, 2019, from https://courses.lumenlearning.com/boundless-marketing/chapter/evaluating-marketing-performance/
Time Estimate: 3 minutes
• Evaluating Marketing Performance
• Single Grain Team. (2017). Why digital marketing analytics matter to your business Links to an external site.. Retrieved March 20, 2019, from https://www.singlegrain.com/blog-posts/analytics/why-digital-marketing-analytics-matter/
Time Estimate: 18 minutes
