Sustainable marketing campaign for Virginia Community Capital Inc. Contents Contents 2 Introduction 3 VCC Target market and the product 4 VCC: marketing campaign and its goals 5 Positioning map 7 Marketing Mix 10 Promotion Budget & Implementation Calendar 13 References 17 Introduction Virginia Community Capital Inc (VCC) is a non-profit organization of multi-million dollar size that operates in the markets of commonwealth of Virginia…
More than the investments and the banking solution provided by the multi-million dollar enterprise, the services of the entity are directed to produce a positive impact on the community. The housing loans and investment solutions provided by Virginia Community capital Inc. for the housing and infrastructure development projects in the economy are aimed at benefit the economically weaker section of the community. The housing projects are also funded by the company in the geographically backward areas of the community. VCC was founded in 1995 and operated in micro lending projects in 3 countries till 2005. The organization transformed into a large multimillion dollar community development financial institution with its equity base rising to 17 million dollar. The capital base of the entity grew from 15 million dollar in 2005 to 19 million dollars in 2007 (Virginia Community Capital, 2013, p.1). The asset base grew to 28.3 million dollars by 2007. VCC has been involved in 23 housing projects aimed at community development in Virginia. The activities of VCC have created 623 housing facilities that are affordable to the economically weaker sections of the community. ...
The company could plan to undertake activities of sustainable marketing campaign for delivering regulated community development financial services to this new market that has not been done earlier. The target market of Southside where VCC has planned to deliver funding solutions through savings programs and advisory services which had no or limited market penetration in the earlier stages have been shown in the map as given below (Virginia Community Capital, 2013, p.1). The Southside is the one of the vast regions of Virginia in which the Virginia Community Capital Inc. has provided investment solutions to the enterprises for carrying out economic housing development projects in order to create affordable housing facilities and increase the scope of employment in the region. The rationale behind choosing the customers of this market is to narrow the economic gap by increasing the purchasing power of the people through services like savings program, advisory services for fund investment in housing projects, etc. The savings programs would allow the economically downward sections of the communities of Southside to be able to purchase accommodation facilities that are already available at affordable prices in the economic housing development projects. Thus VCC would be able to play a crucial role in the stimulating the demand for the housing and facilities that are already available from the housing development projects. VCC: marketing campaign and its goals The three areas of interest for VCC in the marketing campaign are the people of the community, the planet or the communities in which VCC has the objective to achieve sustainable economic development through funding of housing projects ...
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