A Message Without Words Essay

Select peerless (1) of the picture ads from the Benetton advertise workforcet throws docu handst, located in the online course shell. Assume you ar the project glide by at Benetton. You and your team argon tasked with revitalizing a fond cognizant app atomic number 18nt motion to credit a world issue Benetton wants to draw vigilance to. Craft a sum for this image and its appeal to the normal on behalf of Benetton.The message selected for revitalizing a mixer conscious weightlift to address a world issue that Benetton wants to draw concern to is, word meaning and racial tolerance. Benetton wants concourse to realize that many s throw offrren go without a real shell or p bents to whap them and never get a real gamble at sisterhood. They may gravel to live in orphanages, group homes or even worst, be placed from home to home in harbor homes, beca drug abuse they never get choose. The message is that approve has no illusion, it is colorblind. It does non ma tter, what color the parents or the child are or what part of the world they obtain from, anyone can give the gift of love, by giving a child a home of their own. Define the aspiration of this stir and the targeted audience with encouraging rationale.The goal of Benettons communication and advertising is to target the global consumer and cook a brand image and lifestyle. In past ranges, Benetton has sought to throw both a global dialogue around(predicate) detail issues and cook up this part of its corporeal shade. Benetton has used its advertising to champion kind causes. Therefore, the goal of this campaign is to stir mass aware of the need for word meanings, the ease of toleration, work out attention to the beauty of adoption while combining racial tolerance, to evoke colorless adoption. We want to shine the light on the colorblindness of adoption and that belt along, culture or creed should not matter, it is all told about giving love. print AUDIENCE The ta rget audience exit be global consumers, manpower and women between the ages of 18 and 44, because according to J. Jones, PhD. with the National Center of Health Statistics, about 2 percent of the adult population aged 18-44, or intimately 2 million persons, have adopted children (4). More than twice the percentage of men (2.3) had adopted a child compared with women (1.1). These percentages represent approximately 1.3 million men and 613,000 women. Higher percentages of people over age 30, who are currently or formerly married, who have given birth or fathered a child, or who have ever used infertility services have adopted children compared with people who are aged 18-29, never married, without biological children, or who have never used infertility services.This audience was chosen because it represents the absolute majority of the American adopting population and also follows the demographic of Benetton shoppers. Develop a computer simulation for the advert strategy you a llow for use and briefly discuss all(prenominal)(prenominal) stage of the model. Most adoption companies use an advertisement strategy that employs trade techniques like advertising in local or national magazines. They may write clauses, place personal ads or use advertorials in magazines (Adoption Marketing, n.d.). An advertorial is an advertisement in the form of an editorial (Merriam-Webster dictionary, n.d.). This method is used because when used in printed publications, the advertisement is usually written in the form of an objective article and designed to look like a legitimate and independent intelligence activity story. This method has gotten much attention for adoptions, but can be truly costly. Other methods that are generally used for trade adoption are running ads in newspapers or in the Yellow Pages.Because most adoption agencies are non-pro cope with, a non-profit business cannot spend a whole hardening of money on grocerying. Even though some of these metho ds are inexpensive, these handed-down methods are not very effective and really cost adoption agencies to a greater extent money than the results, they receive. The reason for such(prenominal) poor results if the fact that newspaper and telephone book use are in decline. Personal ads though, are still somewhat effective. For these reasons, Benetton has decided to co-occurrence this cause and use their bold, disputable ad campaign and social media network tools, to draw attention to such a worthy cause. Benetton also likes to stir controversy and believes that through this campaign they can address that adoption should be colorblind. This is the reason for this particular image to be used. It is strong and quite an attention getter.We want to use market techniques to produce single, young men and women, as well as, couples. The merchandising campaign get out need to work well and be effective profuse to reach singles and couples, who want a baby and are uneffective to have on e or want to add to their subsisting families.Because this campaign is for a nonprofit, instead of selling a product, we will be essay to get people to take action. We must translate the concepts of for-profit marketing for financial reward to nonprofit marketing or social marketing. social marketing is defined as apply marketing concepts and techniques to achieve specific behavioral goals for social good (Miller, 2010). This researcher believes that a marketing be after really is a set of questions that once answered reveal the actual unified marketing communications package. The marketing plan is a made up of topics and then the questions to address each topic.The elements of our marketing plan are as follows 1. Marketing Goals in this phase we define what we need to do or want to accomplish. As stated above, through Benettons bold ads and their existing social media network, our goal is to bring sentience to adoption and that giving love is colorblind and we will do this by targeting the global shopper. We need to make people aware of the ease of adoption and how adoption makes the world better for all parties involved. We have to examine our existing advertising network, to determine if this message a proper fit for our current methods of advertising. Will this message work in our in the current magazines, billboard network ( constructs, Times Square, etc., in conveyance stations, on trains and buses), in our stores and within our established social media network, already in place which has been used in our other social cause onward motions? Should this campaign be just domestic or global and include our planetary advertising?2. Environmental Analysis the conditions under which we will sound. During this stage, a chock up analysis will be performed, to determine the strengths, weaknesses, opportunities and threats associated with matching adoption and the Benetton corporate image. Because we are operating within the framework of a retailer p romoting their stores and products, as well as, this social cause, we will address each of the following conditions a) What are the internal and external conditions under which this marketing political program must operate? Internally, what is Benettons corporate governance policy and how have they handled their advancement of social causes in the past?Because much of Benettons social promotion has been so controversial, we will need to investigate this question carefully, because adoption involves children and is not stringently an adult issue. Also, are there any adverse corporate public relations issues of record which could arise, that would relate to the telephoner yielding and endorsing adoption? Since Benetton is a global musical arrangement where will this promotion appear, in the United States, whole or in international markets? Throughout our global market, what are the legitimate decrees and cultural differences regarding adoption,? Finally, what resources are av ailable to advertize this cause within the geological formation? Does Benetton already have resources in place to raise adoption or will there be the need for partnerships with others? If partnerships are necessary, which ones should be selected.b) What skills will we need to promote this cause and what ones do we have on module now? c) What systems do we need in place for this IMC plan to result? Do we have the proper expo confident(predicate) and audience in place, to make the social media elements of the promotion successful? 3. Audience and Segmentation Who must we reach and convince and what are their interests and values. (see Target Audience, p. 3 of this document). 4. Messaging the specific message that will move the audience to action. The message is simple Adopt relish Is Colorblind. By showing the hand of a child of one belt along and the adult hand of another race, we wish to communicate that adopting any child is a great gift of love and race should not matter, racial tolerance. The messages goal is to show that we can all love and share love with any child and make the world a better place, trough racial tolerance and coexistence. 5. Marketing Tactics how will we deliver the messages?Because of the demographic of the Benetton shopper and the guilds past advertising for social causes, this researcher believes that that they have in place the distribution channels for this message. The methods selected are photographic ads in their current magazine relationships, open air billboards and billboards in transit stations, on buses and trains and in their retail outlets. Benettons existing social media network channels will also be used as a part of this IMC mix. This will include the company website, an email pennant and Twitter. 6. Budget and Staffing the resources to put through the plan.In this phase, we outline the financial and staffing resources required to implement the plan. Questions that must be answered include What will be th e budget for this promotion? Do we have the skills, time, and talent on staff to produce this promotion? For this IMC program to succeed, do we have adequate knowledge about adoption, in house or do we need the support of partner? 7. schema Metrics how will we mea legitimate progress a dost our goals? In a for-profit IMC program this is an extremely important pace, but in promoting a social cause, this step is very different and very difficult to measure. Although we want to a greater extent people to adopt, this is tangible.Getting people to look at others through colorblind eyes, becoming more loving and caring toward others and to increase racial tolerance, is not. Therefore, promoting this message and stirring up publicity and social consciousness about adoption, race issues and tolerance, are one way to measure the success of this social cause IMC program. Formulate an corporate marketing communications plan that communicates the message to the targeted groups. Within this plan, be sure to address The technologies used along with expected benefits of each. How the message and goals will be promoted.The process of marketing occurs in five steps Understanding the market and the companys marketing strengths and weaknesses, developing a marketing strategy, building a marketing plan, implementing the plan, and monitoring the success of the plan. Now that we have speculate our integrated marketing communications plan, and identified our targeted group, we will address the technologies we conceive to implement, as part of this IMC program. The technological methods we will use, will be the company website, an email banner and Twitter. The Internet offers innovative and cost effective methods for adoption marketing. Using the Benetton website, we will be able to focus on stretchiness more people, telling people what adopting means, to a child and to society as a whole. We will take the mystery out of the adoption process. An small method of using the webs ite for social cause internet marketing is having a website blog chronicling true stories of happy events surrounding adoption, and the fact that this can be interactive and done in a matter of moments, will give Benetton an opportunity to gather consumer information.A good use of the email banner is pay-per-click advertising, this will lower the overall cost and give interested consumers a way to contact an actual adoption post. It will give the agencies more traffic to their websites and help increase greater awareness. The use of Twitter to promote this cause, is an excellent choice, because the Benetton customer is young, international and upwardly wide awake. Benetton has a study for beingness modern, young and on the edge, so this is a perfect fit. Twitter is mobile and gives the user the ability to share 140-character thoughts in a split second, Benetton can advantageously share links to PR releases, adoption success stories, positive race messages and stories about the ir business (Lacey, 2010). Twitter can also be used to sort out into other social causes, keeping an eye on trending topics and using it to tweet, about more than just Benetton business.Twitter gives Benetton the ability to take a single thought or cause and share it with millions of people. And their customer evangelists can spread their message, as well as their opinions about the companys greatness to as many people as possible (Lacy, 2010). Since Benetton has such a reputation for their social occasion in social causes, this element of the IMC, is a perfect fit for the company and the cause. In fact, all three of these technologies fit perfectly with the Benetton consumer demographic and the companys corporate image and culture. They will be effective, not only to bring attention to this campaign on adoption, but will work well with time to come social cause promotions. These internet marketing methods will even include search engine optimization, viral marketing and article m arketing as well.Decipher and select at least two (2) types of individuals, groups, companies, etc., that you reach out to gain support for the campaign. Be sure to discuss the expected benefits that accompany each external partner you identified. Benetton wants to parent its reputation and drive sales and the nonprofit cause wishes to generate awareness of their mission. In this promotion we are drawing awareness to the Benetton brand, adoption and race tolerance. The first group that we will reach out to partner with and gain support for the campaign will be adoption agencies and orphanages. Benetton has the brand wee-wee and the reputation that will get the publics attention.They want to use and share this with the cause to promote adoption. This a great combination but, the company lacks the knowledge on adoption regulations, laws and the process. Adoption agencies and orphanages have this expertise. An adoption agency or orphanage must be well-versed in laws and regulations r egarding adoption, because this industry is so strongly regulated. Each country and even within a country, each state may have a different set of rules, regulation and laws to follow. Adoption agencies and orphanages are also heavily licensed. Because of the stringent regulating and the involvement of children it is necessary to have a partner with this knowledge, to be successful in promoting this cause. For this reason, these establishments are obvious choices to be major partners in this ad campaign.To support the colorblindness/racial tolerance piece of this campaign, Benetton will partner with The southerly poverty Law Center. This partner was selected because this organization is a nonprofit civilian rights organization dedicated to fighting hate and bigotry, and to seeking justice for the most dangerous members of society(Who We Are, 2012). The Southern Poverty Law Center was founded by civil rights lawyers Morris Dees and Joseph Levin Jr. and is internationally known for tracking and exposing the activities of hate groups. This partnership was selected because of the organizations international reputation and their dedication to fighting race bigotry. Also, their attention to seeking justice for the most vulnerable members of society, one of which is children. They were also selected because they have a specific program aimed toward children of the world, which distributes, free of charge, documentary films, books, lesson plans and other materials that promote racial tolerance and respect.Once this IMC plan is implemented with these partners, Benetton will not only have a successful campaign on adoption and racial tolerance but, thisIMC foundation can be used for future social cause promotions.ReferencesAdoption Marketing Advertising Strategies for Agencies & Childrens Homes. (n.d.). Search engine Positioning Advertising, Marketing & Optimization. Retrieved December 9, 2012, from http//www.customermagnetism.com/adoption-marketing/ Advertorial De finition and More from the Free Merriam-Webster Dictionary. (n.d.). Dictionary and Thesaurus Merriam-Webster Online. Retrieved December 10, 2012, from http//www.merriam-webster.com/dictionary/advertorial Jones J. (2009). Who adopts? Characteristics of women and men who have adopted children. NCHS data brief, no 12. Hyattsville, MD National Center for Health Statistics. Lacy, K. (2011). Twitter marketing. (2nd ed.). Hoboken, NJ Wiley Pub.. Miller, K. (2010). The nonprofit marketing guide high-impact, low-cost ways to build support for your good cause. San Francisco, CA Jossey-Bass. Who We Are Southern Poverty Law Center. (n.d.). Southern Poverty Law Center. Retrieved December 17, 2012, from http//www.splcenter.org/who-we-are