Activlives Charity Essay Example | Topics and Well Written Essays - 1000 words

Activlives Charity - Essay ExampleSimilarly, one of the birthday events managed to raise a too-generous amount of donations. Additionally, the organization has partnered with websites such as localgiving.com which offer single and monthly donation options along with endue cards as low as 15, the proceeds of which ar used for activities such as lunches and interpret of ActivLives members (Localgiving.com, n.d.).2.Integration marketing communication analysis of ActivLives charityUsually charities use both B2B and B2C communications to move in donations from corporate sector and public respectively. Emotional marketing is used to get the sympathy of donors and the use of rate propositions is largely ignored in this sector (IDM, n.d.). The company has partnered with popular personalities such as the former footballer Roger Osborne to promote its brand and collect funds. Events such as the first birthday of the Community Garden promoted the ActivSinging spue of the company (Aallab outipswich.com, n.d.).3.Marketing segmentation of ActivLives charityActivLives charity has segmented its market on the basis of geographics as well as age. It charges people of Ipswich and Suffolk, particularly the older segment for which it claims to promote mental and personal fitness and an active live (ActivLives, 2013). The segmentation was done on the basis of careful analysis of demographics as the company claims that both the geographic locations are marked by high urban deprivation (ActivLives, 2013). surmisal suggests that segments ought to be evaluated on the basis of their size, growth, profitability, competitors as well as business resources (Kotler, 2008). Hence, the segment seems significant large to be targeted. Segment growth is also high as the U.K is witnessing an ageing population. The aspect of segments profitability remains questionable since ActivLives works as a charity and not a for-profit organization. 4. social Media analysis ActivLives has a strong p resence on the social media, particularly twitter and Facebook. However, it has yet to make water greater fan following and, at presents, touts only 127 fans on Facebook. Charities can either exact in fundraising, awareness raising and lobbying as far as their social media campaigns are concerned (CharityComms, 2013). Although ActivLives does not engage in lobbying, it has taken some steps towards fundraising by sharing links of its external partner websites on Facebook. Also, it has promoted its winter warmer kits through viral marketing on facebook. However, it has yet to make use of more than sophisticated tools such as Twibbon for gaining funds through social media. 5. Target markets The primary target market for ActivLives is older adults particularly those aged 45 years and above in the highly deprived discipline of Ipswich, for whom the company intends to offer an improved lifestyle including health and general fitness (Localgiving.com, n.d.). Social activities targeted a t these individuals are aimed at fostering positive mental and physical fitness amongst these individuals by keeping them active. The secondary target market is people of all ages (not just older adults) for whom ActivLives attempts to offer work placements, educational and health leap out (ActivLives, 2013). 6. Brand Positioning Building a charity brand requires emphasis on the desire to solve a change to the lives of living things as well as the beliefs and values that accompany it. Clearly, the charities sector is sort of competitive in the U.K with over 160,000 charities (Charity Commission, 2013). ActivLives lacks a pre-defined cause such as cancer