Good Example Of Road Safety Campaign Case Study
Critique of campaign
The organization has come with a challenge as one of its mechanism of raising awareness on road usage. The organization has advocated for the creation of teams which will participate in the challenge. Various themes are proposed that can be picked by the teams. The themes are centered on the safe road usage in Ontario. The organization has proposed the use of print media, social media and other means to access the populations. In order for this marketing strategy to be regarded as effective, it must meet certain standards.
The issue of access to many people as possible falls at the center of any marketing. The aim of marketing is not met if a higher number is not reached at the least expense. The challenge may not reach a great number because only the participants and the audience at the challenge are likely to obtain the benefits of the awareness campaign. It is true that the challenge is supposed to be advertised to the communities but the real presentation is supposed to take place in the challenge which is not accessible to other members of Ontario community. The campaign is intended to target the youth in Ontario but there is high likelihood that the number will not be reached by this kind of marketing strategy.
There is no guarantee that every person who gets to know about the challenge would be interested in participating. The various promotional tools that the organization intends to use in its campaign may reach many regions. This is a plus for the organization. The use of prints, use of social media and other things such as survivor testimonials may create awareness. The media used by the organization to give information about road safety in Ontario are many. This may lead to more access.
The challenge is likely to be boring and this may lead to apathy by the very people who are supposed to attend. The Market segment targeted determines the strategy that is adopted. Little fun should be placed in the mix. Things that would attract the youth though not necessarily related to Road safety.
The challenge has the strength of attracting the youthful population. The youth may not have access to Newsletters or even if they have access to Newsletters they may not be ready to read the information. Information passed through Newsletters and Newspapers may not reach the market segment that is targeted by the campaign.
The challenge can only be effective somehow if it broadcasted live on the various media especially televisions. Without live coverage of the event nothing much will be achieved in the process. The campaign can therefore be strengthened by introducing live coverage of the actual event. Mere participation in the challenge by various teams will not achieve the desired results. More people should access as much information from the challenge as possible.
What needs to be looked at is how the information about road safety can reach a higher number of people. The campaign should involve the media that is more accessed by the youth who are the targets of the information. The age of the people in the market and their social status determines the type of media to be used in the marketing.
The targeted groups of people in Ontario differ in age, lifestyle, among other differences. This will mean identifying different marketing approaches that would address the specific needs of the various groups. The market will be divided into segments such as the youths and the elderly populations. Means of accessing these groups would then be designed. These two segments have different characteristics that must be appreciated in marketing. For example, older people are less active online. This means that print media is the most appropriate tool to access them (Rust, 2009).
The campaign will make the use of televisions adverts on road safety. The presentation of the survivors or relatives of people who died will also be recorded and included in the adverts on television. Through this mechanism the information is likely to reach a higher number of people. TV still remains a good marketing tool due to the high number of people viewing. The elderly and the mature population are likely to be accessed through this kind of approach.
Road Shows and Bill boards
The campaign will also use Road shows that will be done around all the regions in Ontario. This may be an expensive adventure but it is a good and an effective way of reaching many people regardless of the education level. The Road show offers the organization with an opportunity to meet both the interested people and those who are not interested in the information.
The use of billboards as a tool to communicate information on road safety is a good tool in marketing the idea. Billboards in strategic places can be viewed by a higher number of people who use the roads. Drivers, pedestrians and cyclists use the road and this would be the most appropriate place to communicate the message. These two tools ensure access to all people targeted.
This is a design of the billboard that can be useful in accessing the target groups.
The last platform that the will be used in the campaign is social media. Many people are currently on social media. The use of modern communication tools is likely to reach many youths. Testimonials of survivors can be effectively run through social media. The social media can be good tools for accessing the youthful populations.
These four tools are sufficient to get the information to a higher number of the population in Ontario because it incorporates everyone.
Competitive Edge of the Marketing Plan
This marketing plan has a competitive edge because if it is properly executed more people will be accessed. Increased access leads to more sharing of information on road safety and thus reduced accidents.
The plan also cuts across the demographics. It caters for the educated and the less educated. The plan proposed by the students only caters for the educated that are capable of participating in the challenge. People who are not able to participate are excluded from information.
Based on the achievements projected from this plan, it can be rated at 8 out of 10. Great results can be realized if the tools proposed are used.
Rust, J (2009) Seven Ways to Market to seniors, Retrieved from http://www.nailsmag.com/article/40758/seven-ways-to-market-to-seniors
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