Question

The Cymbria Lions Club are looking to grow their non-profit business by increasing their recruitment. What market segments should they be appealing to? Develop a summer marketing campaign to acquire/appeal to new candidates. (1 - 2 Pages)

Answer 1

Solution -

Cymbria Lions Club concentrates on connecting with the society and providing for the social causes of the island of Rustico Canada. To grow there NGO the club will require to increase their members and hence would require to attract people to join the club.

The marketing campaign for attracting people for recruitment can be lead as follows -

The target audience would be the younger generation group which would like to spare time for social welfare. It will also target those people who are into colleges and are on summer break.

The marketing methods to attract such a group would be as follows -

Content marketing - This has to be done through social media where the objectives of the club are to be clearly outlined. the details of previous and future projects must be mentioned. There should also be an incentive for the people joining the club which can be in the form of a small stipend, certificate of participation and certain recognition. This will influence the target audience to join the club as they can effectively utilize their free time and also earn certain recognition and stipend.

Direct marketing - The club should contact certain colleges which would be closed for summer breaks and should approach for conduct of workshops and connect directly with the audience. During such workshops, the database of the interested students can be collected and direct marketing emails can be sent to them for joining the club. Such workshops will also spread awareness among the target audience and give the club the visibility that would be necessary for increasing the workforce.

Advertisement - The club needs to advertise their work in the local newspapers and radio channels so as to attract the target audience and also provide awareness on the club activities. The recruitment requirement should be highlighted and made as an exclusive time period offer so that the audience hurries to join and fill positions faster.

The major strategy of the above marketing plan would be based on communication. The medium of communication would be social media and direct marketing. The communication provided should be clear in terms of the offering and the expectations from the workforce. The brand value of the club needs to be highlighted during the Communications so that the audience is attracted to the projects and is also socially motivated to contribute to society through the club activities. Hence the communication needs to have a quality of emotions and influencing tone which can assist the target audience to take their decisions in favor of the club.