communication objectives bp7

1. Communication
Objectives

2. Definition
Communication objectives are the important components of a Promotion (one of
the 4Ps) and Marketing plan. They are the processes of determining the direction
of the marketing plan and marketing campaign (Muilwijk, 2014). An organization
tries to let their target audience know its products well by exposing product
information, usefulness, and value. The organization hopes the audience has a
positive attitude toward its products and eventually purchases them (IE Business
School, 2017).

3. Communication
objectives of Edukans
The long-term fundamental goal of Edukans is to be an international education
nonprofit organization and bring better education to disadvantaged children and
young people all over the world. However, the current goal of Edukans should be
to solve the marketing problems that have been defined in the previous section.
Edukans mainly has two problems: lack of funds, since Edukans lost government
supporting; and poor networking, due to communication limitations caused by poor
translation on the website and social media.
Actually, these two marketing problems are interdependent, better communication
can increase brand awareness and generated donations. In return, enhanced
revenue can optimize communication.

4. In order to increase donations, Edukans determined the communications
objectives as increase media exposure, deliver more information in English,
increase social media views, and finally leads to the most important goal that
raise at least 1.7 million euro in order to compensate the lost supporting from
government. This will be an one-year project. The SMART goal of Edukans is
shown as following:

5. Figure 1: The SMART goals of digital media campaigns of Edukans