Access Granted Foundation Marketing Proposal

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Access Granted Foundation Marketing Proposal

  1. 1. The MAAWorldwide 2010Global AcademicChallenge“Giving Young People aHelping Hand”2010Jaddan Bruhn, Cedric Chai, Vivian Kong
  2. 2. ACCESSGRANTED2ABOUT USACCESSGRANTED is a Sydney based foundation, established with initial support from the local offices of Microsoft,Commonwealth Bank of Australia, Sigma Pharmaceuticals, Holden, Fosters and Nestle, to identify teenage parentswho are seeking to overcome the situational constraints implicit in their early family creation and incompletesecondary education, improve social attitudes towards teenage parents and lift their work place participation,impacting the cycle of welfare dependence.CONCEPTThe foundation endeavours to recognize and channel the underlying optimism, aptitude, and motivation of teenageparents, who would otherwise be denied the opportunity to manifest and demonstrate their natural abilities in a desiredcareer and have thus far been unable to complete their high school education, through a structured work placementand accreditation program.The target candidate for the program are individuals whose education has been interrupted by a teenage pregnancy,yet whose underlying belief in the brevity of their unmet potential warrants the opportunity for a career of substancegreater than they would otherwise be able to achieve.Statistically, the greatest concentration of our target candidate resides in areas of lower socio-economic status,reduced advantage, and barriers to workplace participation.MARKETING OBJECTIVESDuring the initial twelve months of the foundation’s operations, the key objectives driving our focus are an increase inworkplace participation by teenage parents by 35%; successfully placing 91% of accredited target candidates in paidemployment; capturing 3% of the Sydney recruitment market through our referral service.THE PROGRAMThe foundation intends to fulfil its objectives through its work placement program. The purpose of the work placementis to allow the target candidate to demonstrate their capabilities and the fundamental skills that are needed for theworkplace. To validate their skill set and achieve the accreditation of an ACCESSGRANTED PASS, an agreed uponcriteria formulated by the foundation and its corporate partners would be based on the target candidates achieving anoverall competency score exceeding 85% during their 3 month work placement in:• Computer literacy• Cohesive assimilation to the corporate culture• Communication competency in written, numeral and interpersonal skills• Office, clerical, and administration skills• Time management and multi-tasking capabilities• Problem solving• Initiative, motivation and responsibility• Professionalism and innovation• Eye for detail• Ability to articulate workplace issues or concernsAchieving successful outcomes through this process would identify the desired characteristics in the target candidate.Identifying and validating candidates in this manner is core to the strength of the foundation’s credibility and expectedlongevity necessary to build the breadth of corporate partners.
  3. 3. ACCESSGRANTED3CORPORATE PARTICIPATIONThe foundation is tasked with focusing its resources on improving the long term career prospects for a social sectorcurrently overlooked by mainstream recruiters, which is concurrently outside the scope of corporate programs taskedwith nurturing talent based primarily on academic merit.The structure of the foundation’s program encourages corporate engagement, facilitating the execution of individualcorporate social responsibility agendas; participating in a socially positive scheme, allowing them to gain visiblecommunity recognition and inclusion in all associated media events.DATABASE CREATION AND MANAGMENTUpon acceptance into this program, the participants will be asked to complete a detailed questionnaire coveringdemographics, psychographics, and career aspirations. The foundation’s work placement matching process is basedon the information gathered, ensuring the participant is placed in the most conducive working environment andposition to allow them to demonstrate and develop the skills and experience required to complete the program andfurther pursue their career.In order to support the ongoing activities of the foundation and to ensure its ongoing viability, an additionalrequirement for participants is their partaking in periodic market research activities with the foundation’s sponsors andcorporate partners.ACCESSGRANTED concurrently operates as a recruitment agency for those who have completed the workplacement program and have received an ACCESSGRANTED accreditation. A recruitment fee (equivalent to 15% ofthe role’s annual salary) will be charged, with the revenue generated supporting the foundation’s activities. This fee ishighly competitive relative to the industry standard.SOCIAL CREDIBILITYThe foundation’s credibility is based on its capacity to select and place quality candidates in work experienceplacements in market leading companies, helping them achieve their career goals, in roles they would otherwise beprecluded from competing for.High calibre candidates demonstrating hitherto untapped aptitude will generate constructive word of mouth for thefoundation, positively demonstrating the beneficial outcomes generated by the program.Candidates accredited with an ACCESSGRANTED PASS will have demonstrated their motivation, ability, skills andattitude required to function in a working environment with hands-on aptitude not commonly possessed by tertiaryqualified job seekers.ANTICIPATED OUTCOMESTeenagers equipped with the benefits of participating in our program will be able to overcome the career blocks facedby individuals lacking a secondary education through this opportunity to demonstrate and measure their currentabilities. Attaining the foundation’s accreditation will entitle the individual to seek employment through our specialistemployment referral service, ideally resulting in an entry level, career focused role in the area of the candidate’sdemonstrated aptitude. The accreditation amplifies the potential to improve living standards and economic status forthe candidates and their offspring which could result in beneficial long-term social welfare outcomes as well as therevision of downcast public opinions on the capabilities of teenage parents.The success of ACCESSGRANTED’s program may also result in the foundation facing competition from professionalrecruitment firms as they become aware of our strong outcomes.
  4. 4. ACCESSGRANTED4COOPERATION WITH GOVERNMENTWorking actively with Centrelink to address the issues our candidates face, the foundation has agreed to accept theircandidate referrals for initial assessment and compatibility testing. The foundation has the long-term potential togreatly aid Centrelink in improving the future prospects of potential candidates. In recognition and support of this, thefoundation will have all candidates’ indemnity and liability insurance required for work placements underwritten byCentrelink.Centrelink has also agreed to provide the foundation with all required legal advice, documentation and pro formacontractual templates necessary for ACCESSGRANTED’s legal functioning.PROMOTIONAL ACTIVITYPRINTPrint ads for the foundation will be placed throughout Sydney but will be focused mainly on low socio-economic statusareas with higher rates of teen pregnancy. Informational brochures and A3 posters will be placed in Centrelink offices,obstetrician offices, Lamaze classes and Curves women’s gym. This is to achieve maximum reach and frequency andto ensure a minimum of three touch points.Full page, colour, glossy magazine ads will be placed in Cleo and Cosmopolitan magazines, monthly, for the first 6months. These two magazines were selected because of their statistically higher popularity among the targetcandidates; Cleo had a readership of 383,000 in March 2010 and a circulation of 128,183 from July to December2009, and Cosmopolitan maintains its position as the number one young women’s lifestyle title, selling 166,208 copieseach issue with a readership of 617,000 readers.The role of these ads is primarily to create awareness, build brand equity, and to inform the public of the foundation’sexistence and operations.DIGITALFacebook and Twitter groups are to be created to generate awareness and encourage interaction among existingcandidates and target audience. To generate additional awareness in the target audience, banner ads will be placedon Facebook to capture the attention of individuals who have an online presence and whose previous search historyhas highlighted the appropriateness of our foundation to them.Banner ads will also be placed on career sites such as Seek.com and Hippo.com and the Centrelink website.YouTube videos of both informational material and of testimonials of successful candidates will be uploaded tocomplement the media habits of the target audience.A free iPhone application will be developed to be a casual personality quiz to unearth underlying career aspirationsthat the target candidate may have an unwitting affinity for, but may have not previously seriously consideredpursuing. The application approaches potential candidates in a non-confrontational environment to encourageinteraction and to pierce psychological barriers that may hitherto prevented them from progressing in their careers dueto their circumstances.Radio ads on Today FM 104.1 will be broadcasted at breakfast at 9 and the drive home because it is most listened tostation by the people of the foundation’s core demographic.TELEVISIONTV ads will be seen on Free to Air TV because that encompasses the main aspects of our target audience’s televisionviewing habits. The ads will be aired on Channel 10 based on primetime slots for the teenage parents as well as onChannel 7, currently highest rated TV channel in Australia.These ads will be to promote the launch event ‘Knocked Up, But Not Down.’ Production costs will be $80,0000;advertising placement costs are free under a contra arrangement with our media partners whom will have exclusiveaccess to our launch event.
  5. 5. ACCESSGRANTED5SPOKESPERSONAccess Granted has secured the support of Pink! to act in the role of the foundation’s spokesperson. As a credibleand respected role model to our target audience, Pink! was selected for her strong character, ambitious attitude andempowering self-confidence.In addition to presenting and headlining the foundation’s launch event, Pink! has undertaken to support and promotethe work of the foundation in her print interviews and tv appearances, and to be available for foundation events 5times per calendar year.EVALUATIONThe success of the launch phase is critical to the ongoing viability of the campaign. Close monitoring of all aspects ofthe foundation’s activity is vital to ensure that all objectives are being met, and to determine where variations toexpected outcomes need to be addressed.The launch phase of the foundation will be evaluated primarily through measuring the brand recognition of thefoundation and awareness of the nature of its activity amongst its target audience of prospective candidates. Equallyimportant is the need to measure brand recognition and awareness of the foundation’s activity amongst marketleading corporations based in Sydney that the foundation is progressively targeting for involvement, participation andpotential sponsorship in the ongoing activity of the foundation.Evaluation metrics to be employed are qualitative and quantitative questionnaires and focus groups, Google analyticsto measure the foundation’s online traffic (online advertising, website and social media), and data from Appstore todetermine digital engagement with the target audience.
  6. 6. ACCESSGRANTED6RECOMMENDATIONSTo ensure the foundation is functioning at its optimal operating efficiency, the foundation’s post launch growth strategywill include seeking out synergistic relationships with social welfare organisations that may have a symbioticawareness and interaction with our target audience, to promote engagement with the foundation and broaden itsappeal.Additionally, it is important for the foundation to identify and build relationships with market leading corporations basedin Sydney that may have the scope and resources to participate in the foundation’s work placement program andrecruitment services.The successful implementation of the foundation’s program in Sydney would, as part of its longer term strategy, ideallybe replicated in major Australian cities within the first two years of operation. Leveraging the strength of the programand the social and financial benefits to our strategic corporate partners implicit in their participation, will growawareness of our foundation and facilitate this organic expansion.CONCLUSIONAccess Granted has identified teenage parents with strong motivation and potential but incomplete education as anoverlooked and ignored section of society whose future can be incredibly improved and empowered through ourplacement program designed to inspire, nurture and recognise their potential and to make them “work-ready” in a fieldthey have natural aptitude for, but high barriers to enter. In conjunction with our network of corporate partners, ourplanned promotional activity and launch campaign will build awareness of the work of our foundation, driveengagement and participation from our target audience and facilitate the fulfilment of the foundation’s objectives andset the course for the foundations longer term goals of revenue generation and organic growth.
  7. 7. ACCESSGRANTED6RECOMMENDATIONSTo ensure the foundation is functioning at its optimal operating efficiency, the foundation’s post launch growth strategywill include seeking out synergistic relationships with social welfare organisations that may have a symbioticawareness and interaction with our target audience, to promote engagement with the foundation and broaden itsappeal.Additionally, it is important for the foundation to identify and build relationships with market leading corporations basedin Sydney that may have the scope and resources to participate in the foundation’s work placement program andrecruitment services.The successful implementation of the foundation’s program in Sydney would, as part of its longer term strategy, ideallybe replicated in major Australian cities within the first two years of operation. Leveraging the strength of the programand the social and financial benefits to our strategic corporate partners implicit in their participation, will growawareness of our foundation and facilitate this organic expansion.CONCLUSIONAccess Granted has identified teenage parents with strong motivation and potential but incomplete education as anoverlooked and ignored section of society whose future can be incredibly improved and empowered through ourplacement program designed to inspire, nurture and recognise their potential and to make them “work-ready” in a fieldthey have natural aptitude for, but high barriers to enter. In conjunction with our network of corporate partners, ourplanned promotional activity and launch campaign will build awareness of the work of our foundation, driveengagement and participation from our target audience and facilitate the fulfilment of the foundation’s objectives andset the course for the foundations longer term goals of revenue generation and organic growth.

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