Domestic Violence Centre of Santa Clarita Valley - Research Paper Example

To define Marketing Communication, we need to know the meaning of marketing and its concepts. Marketing refers to a set of policies whose main aims are to deliver, create, communicate and exchange substances that have value for clients and the society in general, therefore marketing are methods which business organizations start to create a stronger bond with its clients with the aim of getting value from them (Koharik, 2009). The main aim of marketing is to detect a client, satisfy and keep the same client. In this regard, marketing concept embraces the fact that to achieve organizational goals, knowing the needs and desires of the target market is essential for the success of the business organization. Therefore marketing information refers to the process in which information regarding the promotion of a particular product is released to the public. In marketing, there is the aspect of the four Ps, i.e. price, place, promotion and product. The value of the services being offered is depicted by its price, and location of gaining access to the product is depicted by the place. Promotion depicts information regarding the product being offered while product is the final solution that clients want (Day et al, 1999). DVC stands for Domestic Violence Centre. This is a non-governmental organization that advocates for non-violence measures in solving domestic issues. DVC is transparent in running its affairs and all information regarding its activities is on the public domain through its website. Therefore anybody donating his/ her resources to the organization knows how their resources are spent. The organization also audits its accounts after every six months to ensure that its financial resources are not misappropriated; therefore, DVC invites anyone willing to sponsor its activities as a partner. This paper will analyze the marketing strategies for DVC, giving recommendations on the best means of achieving its objectives. This paper analyzes various means in which DVC has communicated its objectives and gives recommendations on how best to improve on them. The paper analyzes the website in which DVC advertises it products and thereafter gives recommendations on how to improve it for the better. The website belonging to DVC is not commercial and therefore it doesn’t have advertisements from Google AdSense, chitika and other online marketing firms. These features distract viewers from the organizations site therefore resulting into low traffic and thus minimal information is passed regarding the services that DVC offers. The website is interactive and visitors can post their opinions regarding the activities of DVC and therefore the management will know on how to improve their services for the satisfaction of their target clientele. The website of DVC has the following strengths; it has a simple layout with no banners or unnecessary advertisements. However, it has some weaknesses in the design of its colors which dominate the cover page of the website and therefore is attractive to women. Presently, the website is not active and therefore not many people as intended know the operations of the organization. Social media and the print media are also agents of relaying information to the public (Ryan, 2011). In developing the website belonging to DVC, a highly skilled professional needs to be employed to develop a site that is attractive to both men and women. The color to be used needs to be attractive for both men and women since information will be passed efficiently to its target clientele. A good example of an attractive website is one belonging to the good shepherd shelter, www.goodshepherdshelter.org. The organizations website does not contain any information regarding its presence in the social media. The presence of the organization in facebook is limited with only 201 funs. I will recommend the organization to make its presence in the social media by aggressively advertising itself in facebook, twitter, etc (Partridge,2011). The organization needs to consult social media experts such as Mari Smith or Guy Kawasaki in order to learn on the effective methods of making its presence felt in the social media. In the current communicative environment, social sites such as twitter are cheaper to use in passing information and therefore excuses of lack of financial resources in pursuing this objective is not conducive. The organization needs to have a logo. It will make it identity known and therefore acceptable to the public. In hosting seminars, the DVC logo will gain recognition and people in the community will start appreciating the functions of the organization. In passing out information, the organization should print brochures and pass them out to the society. This is because the print media has room for much information about the organization to be passed to the community. Materials used in this style of communication should be acceptable to all age groups and a brochure is a perfect example. By use of print media, Spanish and English language can be used, since the people of Santana are of these two heritages. Additional sources of information need to include business cards, company stationeries and bookmakers (Holzner, 2009). From the brochures, it is necessary for the organization to write politely on issues of domestic violence since this information can deter people from picking them as they have a negative attitude towards this vice. The current logo of the organization is outdated. As an organization that is against domestic violence, new logo based on emerging trends in households and families, needs to be designed. In designing a new logo, the organization acknowledges the power that lies in gaining a new perspective of the organizations goals. In redesigning a new logo, the organization does not need to engage itself in expensive ventures since only minor issues that need to be changed. For example the color of the logo and this needs only a coat of paint. The design of the logo needs to match the goals and motto of the organization. It also needs to consider the changes that occur in the market and therefore the design also moves with these changes thereby retaining its clients. The design of the logo plays a role in shaping the perception of the clients in relation to an organization. A well designed logo portrays an image that is different from our competitors and therefore instills the virtues of originality in our products and services. In conclusion, the followings are the ways and means in which the organization will leverage itself. Crowdsourcing: The organization should seek volunteers from among the college students and church organizations to help them in designing graphics, making publications, press materials and actively engaging in social media. By crowdsourcing, the organization will endear itself to the local community, earning respect and thereafter cooperation. The organization should also use the crowds to raise funds, through selling of t-shirts, caps and other materials that are needful to the people of Santana. Hiring of free-lancers The organization should outsource some of its work load to freelancers. This will ensure reduction of administrative costs and efficient production of its services since its only experts who should be hired. There are numerous sites where free-lancers can be found, and among them includes, elance.com, guru.com and odesk.com. References Day, G. S., & Montgomery, D. B. (1999). Fundamental issues and directions for markerting. Chicago, Ill.: American Marketing Association. Holzner, S. (2009). Facebook marketing: leverage social media to grow your business. Indianapolis, Ind.: Que. Koharik, N. M. (2009). A dialogic approach to business to business marketing communications. University Heights, OH: John Carroll University. Partridge, K. (2011). Social networking. New York: H.W. Wilson. Ryan, P. K. (2011). Social networking. New York: Rosen Central. Read More