WATERLOO REGION HEALTH COALITION:INTEGRATED MARKETING COMMUNICATION PLAN
Executive summary
The Waterloo region health coalition has a firm grip on its locality. The organization has managed to stay afloat throughout regardless of the numerous ownership and name changes it has experienced. . The company is made up not only of the adverts healthcare adverts but also an events subsidiary, a number of different publications and an online community empowering website. The company similarly facilitates a multiplicity of charity organizations with most of them catering for children and the youth in the society. The company’s ‘Community Partnership’ is quite popular and facilitates local talents and functions mostly through promotion and sponsoring them.
The primal attention lies in the following
- The provision of prospects for the Waterloo region health coalition to come into contact with its audiences
- Promotion of products targeting comunity to the general public while maintaining a connection to the locals, and
- Growing the payments and trades of the company’s products.
There above is set to be achieved through public dealings.
The strategy proposes a number of ways to see its achievement. This includes the incorporation and participation in family-focused communal activities and functions, promoting and even sponsoring them through their publications and support from the online company platiform.
The plan equally seeks to establish a steady online presence.it does this by continually rethinking how it appears on the website and the considerations for any beneficial addition to the content therein. This is to keep up with the competition if not beat it. Don't use plagiarised sources.Get your custom essay just from $11/page
INTEGRATED MARKETING COMMUNICATION PLAN
Table of Contents
COMPETITIVE AND SITUATIONAL ANALYSIS. 10
Advancements and promotions. 13
PLAN OVERVIEW AND OBJECTIVES
The overall objective of this marketing strategy is to aid Waterloo region health coalition in its promotion as a diversified and up to date company. It aims at pitching the company to have close communal ties with its audiences. The company insists on not only posing as an observer or even reporter but as an integral and functioning member of the society in which it is set. This augurs well with the Metroland motto “Connected to Your Community.”
Whereas the diversified line of products and services that Waterloo region health coalition offers to the community have been closely related to each other for the past ten years, the company now seeks to collaborate the products and bring them together once more. The company has an outlook of branding their products as “A Member of the region health coalition.”
As a rule of thumb, the social media usually has a couple of arcades-its audiences and secondly its advertisement frontier. The entirety of this strategy is to shun attention from the advertisement and redirect more of it to the audience, which is the family for the company. It should be noted that uptake in use and sign ups would have a significant ramification on the trading and sales of adverts. The strategy will work to solicit new ways to improve this compny access and equally the awareness and subscription to the publications.
“Personality is the key element behind your brand and what it stands for, and the story that your products tell your customers. Every element of your business, from your interaction with your customers to the packaging of your product is an element of your brand personality, and these are the elements that inspire delight or indifference among your customers. In short, personality matters.‘ -
WATERLOO REGION RECORD OVERVIEW
COMPANY HISTORY
Goals
Increase awareness and navigation of existing oral health care services, including oral health promotion, disease prevention and timely access to comprehensive dental care.
Support the development of new initiatives by rallying existing and emerging community resources in ways that increase access to services.
Raise awareness about barriers to oral health care in Waterloo Region.
Support the development of regional and provincial policy that creates access to oral health services.
Work in collaboration with other oral health coalitions in Ontario to achieve goal
The Waterloo Region Oral Health Coalition is working closely with other oral health coalitions in Ontario (many of them hosted by Community Health Centres) to increase access to dental care. The coalitions are working together with the leadership of the Ontario Oral Health Alliance (OOHA) to advocate at a provincial level to reduce disparities in oral health
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VALUES
The Waterloo region health coalition lacks an established code of values. It is, however, without a doubt, from interviews and discussions with its employees that the company believes very much in family, integrity, and community. The paper carries with it an air of pride derived from its history. This history is usually depicted in the website visual array and font print. Their offices are similarly decorated as such while their printing paraphernalia that is somewhat antique.
MARKET ANALYSIS
Trends in the industry
The access of the company publications continues to decrease. This notwithstanding the readership of digital publications is on the rise; this equally cuts across the gender and age globally.
To exploit this emerging trend significantly, print media publications have to strive to ensure that their online presence and corresponding digital publications are at par. If online readership is to turn out to be beneficial, such models as the paywall model emerge as attractive frontiers. However, the task of acquiring and maintaining a steady uptake in subscriptions poses a challenge. Similarly, it is quite tasking to maintain readership of online content even after getting the said subscriptions
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“The lowest form of popular culture -‐ lack of information, misinformation, disinformation, and a contempt for the truth or the reality of most people’s lives -‐ has overrun real community capacity building projects.” -‐ Carl Bernstein
As of current, the above figures are the only ones available to the public domain. Additionally, a more critical analysis of these figures is similarly not available.
Target Market.as earlier on established the primary audience of the Waterloo region health coalition is the young online user ,preferably the yout tubers,facebook users,twitter users amdong other . Waterloo region health coalition prefers, are those that have a certain level of involvement in the community. This way, the company manages to acquire a firm grip in as far as the metrics of the younger demographic section is concerned.it is the company’s aim to reach the new generation more and more. Taking into consideration the operational values of the Waterloo region health coalition ,it can be said that there is a perfect match between its benefits and its target audience per se.
BRANDING
For any company looking to be successful in its audience outreach, branding is always a significant way to achieve this. The coalition identifies itself mostly with two brands as follows.
Waterloo regiona health coalition is typically and more usually related with digital editions where by video clips and images are taken on the community developments programs whereas the former brand is a more frequent reference to the company’s digital publication line. There also exist numerous references to “The Waterloo regional health coalition Family.” Notably, the various ownership changes and name changes have always maintained, in one way or the other a reference to the name ‘coalition an as a result, since the onset of the company the name has stuck.
The visual imagery of the Waterloo regiona health coalition brand is somewhat styled in an outdated form, whereas The brand contains tenets that suggest a new disposition.
In efforts of promotion of the full range of products that the Waterloo regiona health coalition offers, an integral logo has been developed for use.it carries with it the tagline stating, serving all community members and keeping their health strong.”The primary purpose that the logo serves it to connect all the diverse range of products by Waterloo regiona health coalition It will be the dominant logo in all matters public while at the same time to market and promote the products.
There arises the challenge of confusion. If the logo is used in a manner that is somewhat inconsistent and incorrect, the purpose thereof is diminished, and the result will only be to lose readership and the company’s customer base. A multiplicity in branding, if not well-handled, can be overly detrimental to the uniformity7 of the identity of the product.
The Ontario Health Coalition says it’s launching a new chapter in Waterloo Region.
The non-partisan watchdog says its goal is to protect public health care.
Executive director Natalie Mehra says hospital cuts in the province have been extreme.
https://kitchener.ctvnews.ca/public-health-care-watchdog-launching-in-waterloo-region-1.3914832
There exists a number of ways to keep this confusion at bay.
- Of the two brands, one must be done away with to let the other gain recognition and dominance in the public eye. This can, however, be difficult for the company as The Waterloo Region Records and Record.com are deeply correlated.
- Seek a way to contain one of the brands in the other. This can be achieved by keeping both logos but incorporating some aspects of the design of one logo in the other. For instance, “A Member of the Record Family can be reflected in The Record Family by encircling it on the latter’s logo.
After achieving the above, both brands need to be promoted with equal expediency and priority. They should be reflected consistently on all of the company’s products and similarly, platforms. This will have the resultant effect as desired by connecting all the company’s products under the brands and at the same time avoid conspicuity
The orientation of WWR staff and employee, including new ones, should also feature an induction on the diversified range of products by the company. The uniform logo and branding should be on display at their offices, business cards, and even stationery.
The non-availability of branding and visual imager of the company’s stands should also be addressed. In every campus where the company has a stand that issues free publications of the newspaper should bear the Waterloo regiona health coalition logo and full branding.
In order to achieve full exploitation of the marketing strategy of free distribution of the organization advertsand flyers the stands should be clearly and attractively branded. Better marketing of digital publications should entail attractive visual directions and instructions on the display stands. The affiliate institutions could be requested to incorporate the company’s information alongside others that are issued upon registration to the students.
PRODUCTS
Recorded video clips on yout tune
Data collected on community empowerment
Community development training
Event organization preparation
Community development programs.
Protecting the public health care
Improving our public health care systm
Non partisan group of indivduals
Dedicated to preserving the candian public health
Against the govorment plans to cut public healthcare funding
It is time to start healing
Report on long term care in ontarion
COMPETITIVE AND SITUATIONAL ANALYSIS
COMPETITORS
It was the norm back in the 19th century that coalitions were in competition with other coalitions. That scenario has however flipped with the twentieth century.health care coalition are now facing stiff competition from electronic media such as the television and radios, not to mention other newspapers. The social media advent especially has posed as a formidable competitor to the waterloo region heath coalition which focus on physically imporving the livng standards of the community mebers.
SITUATIONAL ANALYSIS
Strengths
- Much popular
- Formidable presence in the region
- Community backed and reliant
- Wide line of products
Weaknesses
- Ambiguous
- Unchanging subscriptions
- Outdated imagery and format
Opportunities
- Update to appearance
- Dependable communal ties
- Attractive to the family as an audience
- Incorporates the use of social media
Threats
The threat of overdependence and reliance on the internet and digital publications by the younger generation is a sharp blow to waterloo region health coalition. The new generation prefers to go online and get their news along with other publications from there. This dramatically affects their company’s print media readership.
PUBLIC RELATION
The brands to get known the all over and subsequently waterloo region health coalition selects to showcase itself however dynamic open commitment and not customary promoting. The showcasing system won’t just be financially savvy yet additionally contribute towards framing a character for waterloo region health coalition as a confided in family and network part.
The objectives and goals of the technique incorporate the accompanying:
- Promoting waterloo region health coalition items to the network just as the objective market.
- Increasing memberships and deals for the scope of items/
- Doubling the quantity of occasions.
- Establishing dynamic measures for advancing waterloo region health coalition occasions community empowerment groups and events
- Increasing on-the-spot memberships per occasion.
Key Publics
The objective market contains youthful families, who incorporate youngsters and youthful wedded ladies and men. They are reasonable as the objective market since they esteem family time and participate in network occasions and activities. Furthermore, they are generally keen on the continuous occasions in the district, and in this manner, they are either normal, incidental, or potential clients of the waterloo region health coalition. In spite of the fact that the objective market knows about a portion of the waterloo region health coalition items, they ought to be made mindful everything being equal and how to use them. .
Strategies
Events organized by the company to empower the community .
The occasions incorporate family and kid agreeable network occasions, with a high number of the focused on youthful families. waterloo region health coalition will execute the accompanying to accomplish this:
- An engaging and visual nearness (a plainly marked stand).
- A marked popcorn stand that apportions limited quantities of free cones.
- Dress understudies as turn-of the-century paper handlers offering paper duplicates.
- Skate: Supporting skating occasions. The significant experts advance such occasions on the web and furthermore perceive the supporters.
- Training: Give month to month preparing to network and non-benefit associations and local gatherings.
Advancements and promotions
They will be vital in expanding the quantity of non-membership deals, existing memberships restored, and new memberships.
Non-membership deals: A key technique is concealing pieces of information in the papers, which the readers need to gather to settle a riddle or confound. The methodology will pull in youthful users. Another methodology is incorporating a bingo card in the print release and granting the victors.
Reestablishment of memberships: the advancement under this class will grant a fabulous prize to the wining family and a few month to month prizes. It will run persistently to empower membership and keep different perusers from “missing the arrangement”. Aside from that, WRR will remunerate restorations and new memberships with limited time rebate to another production.
Social media
It could not be possible to impact in the society of the current era without social media. Our company uses the social media to market it brands and get many possible audience .It likewise has a Pinterest and Instagram account, which are entirely reasonable for wedding, style, and sustenance appears. Likewise, the vast majority of the writers claim Twitter accounts. Every one of these records effectively promote occasions and producing traffic to the site. It is basic for waterloo region health coalition to incorporate an area that highlights tweets and remarks from perusers as they react to publication content. This will support a real discussion and collaboration with the perusers, increment the quantity of preferences and devotees via web-based networking media, and coordinate the on the web and print forms.
Online organization
Internet has been enabled this company to diversify and reach out to as many people out there as possible. As a fact , the charity company integrates internet towards changing the lives of the many in the community. Precisely the accessibility of the web, more individuals incline toward online papers. In this manner, the challenge for internet perusing is high and waterloo region health coalition needs to guarantee that it stays significant and focused. Being a territorial compny waterloo region health coalition rivals are other provincial health care and governmental organization and agencies . This is a preferred position .The closeness of appearance among waterloo region health coalition and other nearby coalitions or agenceis may demoralize the potential audience from getting to the online paper. Accordingly, there is have to induce the organization to permit the compnies individualization and adaptability .
Online content
waterloo region health coalition has got established online content which offers to the audiencemore than they should expect. Ranging from youth and the aged, all people can have access to the content that they should need to know about. Of benefit is this charity organization tries to make ends meet among the community members. The site ought to be altered to fill the need of showing and advancing different items with greater intelligence and simple access. It ought to likewise invigorate talk and collaboration between the general population and waterloo region health coalition Aside from that, constructing writers’ profiles will advance a solid network association and intelligence. An incredible system is including a site segment that shows the journalists’ photographs with intriguing profiles on their characters, characters, and expert abilities. Other than photographs, the segment should connection to famous and late articles composed by them. They sold likewise detail their online life, which will subsequently expand the quantity of individuals perusing their articles. waterloo region health coalition ought to consider incorporate a photograph display page for the photos taken. Eminently, guardians are excited about perusing papers distributing excellent photographs taken of their families ate network occasions. Aside from that, the vast majority of the on the web and print substance ought to be instructive and recreational. Additionally, it ought to be kid well disposed, significant and forward-thinking.
Conclusion
waterloo region health coalition a firm grip on its locality. The coalition has managed to stay afloat throughout regardless of the numerous ownership and name changes it has experienced. It is aiming to be expanded in business following these changes.it is known to have served the community towards bring a lot of changes in the society ,the charity work on supporting the children and provision of funding to the needy in the society is a way of giving back to the community. The company as it described above has got a lot of brands and many promotional plans aimed at making ti achieve the competitive position in the market. Asmedia group this company is among the top newspapers which concentrates on valuating the people in the society empowering the youth ,kids and the needy in the society has been a better move towards painting a better image of the company to the society and the potential clients.
References
https://www.waterloohealthcoalition.org/
https://www.meetup.com/Waterloo-Region-Health-Coalition/