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

Activlives Charity - Essay Example Similarly, one of the ‘birthday’ events managed to raise a generous amount of donations. Additionally, the organization has partnered with websites such as â€Å"localgiving.com† which offer single and monthly donation options along with gift cards as low as  £15, the proceeds of which are used for activities such as lunches and singing of ActivLives’ members (Localgiving.com, n.d.). 2. Integration marketing communication analysis of ActivLives charity Usually charities use both B2B and B2C communications to collect donations from corporate sector and public respectively. Emotional marketing is used to get the sympathy of donors and the use of value 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 project of the company (Aallaboutipswich.com, n.d.). 3. Marketing segmentation of ActivLives charity ActivLives charity has segmented its market on the basis of geography as well as age. It targets people of Ipswich and Suffolk, particularly the older segment for which it claims to promote mental and physical 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 â€Å"high urban deprivation† (ActivLives, 2013). Theory 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 enough to be targeted. Segment growth is also high as the U.K is witnessing an ageing population. The aspect of segment’s profitability remains questionable since ActivLives works as a charity and not a for-profit organization. 4. Social Media analysis ActivLives has a strong presence on the social media, particularly twitter and F acebook. However, it has yet to gain greater fan following and, at presents, touts only 127 fans on Facebook. Charities can either engage 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 â€Å"winter warmer kits† through viral marketing on facebook. However, it has yet to make use of more sophisticated tools such as â€Å"Twibbon† for gaining funds through social media. 5. Target markets The primary target market for ActivLives is â€Å"older adults† particularly those aged 45 years and above in the highly deprived area of Ipswich, for whom the company intends to offer an improved lifestyle including health and general fitness (Localgiving.com, n.d.). Social activities targeted at these individual s 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 support (ActivLives, 2013). 6. Brand Positioning Building a charity brand requires emphasis on the desire to bring a change to the lives of living things as well as the beliefs and values that accompany it. Clearly, the charities sector is quite competitive in the U.K with over 160,000 charities (Charity Commission, 2013). ActivLives lacks a pre-defined cause such as cancer