The organization is not starting out fresh in terms of establishing brand awareness in the local community which is advantageous to the goal of improving brand visibility.
In order to build a stronger brand, the organization will benefit from developing an appropriate and well-crafted value proposition that will be the cornerstone of all marketing literature produced. Since the organization is working with a limited budget of only £23,000, the proposed marketing scheme must have significant ROI with limited costs in labour and ad-related production. To make use of this limited budget effectively, BLC will develop a mobile marketing campaign, coupled with guerrilla marketing, the development of various sponsorships with community leaders, social media marketing, strategic alliance, e-mail marketing, merchandise development and telemarketing.
Fortunately for BLC, there is a trend in the consumer marketplace today in which humanity and values are increasing in importance. “The focus is on empowerment, not telling customers what to do or that it’s all done for them, but putting them in charge to take action” (Bayley, 2010, p.15). Building Lives Charity has multiple benefits to community citizens, for its ability to improve the social condition by employing and educating young people and also for its ability to appeal to those taxpayers who understand the importance of lessening youth reliance on welfare programmes (or similar programmes) that bleed the taxpayer. By understanding the psychological mechanisms related to humanity and also the disgruntled taxpayer profile, BLC can gain more interest in its brand and its platform causes using effective marketing that empowers multiple community demographics.
Part of this empowerment process is to develop a rememberable value proposition that can deliver a sense of community