Develop an Advertising Strategy for an Elephant Sanctuary in Thailand - Essay Example

Fundraising Campaign for Elephant Sanctuary in Thailand Name Institution Executive summary The purpose of this advertisement strategy is to support Elephants World at Kanchanaburi, Thailand so as to raise funds for the sanctuary. The study provides a comprehensive situation analysis to show the importance of the strategy in capturing the attention of Young Australian professionals to donate towards supporting the elephant sanctuary in Thailand. This situational analysis begins by providing sufficient knowledge in terms of historical back ground to current challenges facing the sanctuary. The discussion later follows how young middle income earners in Australian could support the sanctuary through fundraising initiatives amid the advertising strategy. Situation analysis This advertising strategy is directed toward raising funds for Elephants World sanctuary located in Thailand by accessing the funds from young professionals within Australia in a high to middle income range. It was estimated that there were over 100,000 elephants roaming Thailand though they have lately decreased to 2000 roaming in the wild and about 300 domesticated. Traditionally, elephants in Thailand were used by humans to work in the logging industry. Sadly, the elephants functioned as trucks and machinery. In the late eighties the government decided to ban logging as it had led to devastating floods within the country. After the ban, problems began for elephant owners as they did not have any other income generating activity to sustain the elephants (ElephantsWorld, 2014). Majority of the elephants were incorporated into the tourism sector, commonly termed as trekking camps or cruises. They wandered the streets of big cities as beggars. Unfortunately this new reality still remains for these elephants. Most tourists do not know that riding on the backs of these huge animals is strenuous for the animal. This is because the back of an elephant is meant to carry about 100kg nothing more. Seats only weighed 50 kg and when you include an adult, the weight exceeds. Elephants do suffer as they have to work over ten hours leading to devastating exhaustion (ElephantsWorld, 2014). The purpose of this advertisement is to inform all Australians, especially the young and financially competent individuals to acknowledge the shocking facts and do something constructive to help rescue elephants from such forms of abuse. Elephants wonder the streets looking for food that is hard to come by as compared to them being in their natural world. Most of them sleep on the streets. The hot asphalt tears through their sensitive feet during the long days, what a stressful and inhumane way to live. Let’s imagine ourselves in such shoes (ElephantsWorld, 2014). Luckily the Thai government has restricted the movement of elephants and arresting mahouts who walk with their elephants. We believe as Australian nationals we can do more and support this through contributing to the fund raising initiative. Elephants world sanctuary was began in 2008 for the retired and injured elephants. Most elephants under the program were injured or too old to continue with their tasks. Elephant’s world is a non-governmental organization, this clearly means that we are funding and donating every cent earned to ensuring that such elephants live happy lives with respect to retiring new ones. Elephant’s world is 32 kilometers away from the Kanchnabari city. When in Thailand places spend time with the elephants as it is only 180 km from the capital, Bangkok. During stays there, people are able to support the staff and leave knowing you helped these elephants instead of harming them (ElephantsWorld, 2014). Challenges that the camp faces include inadequate food and shelter for the elephants. Logging camps usually abuse elephants; in some instances the animals suffer broken legs and left abandoned without treatment. Tusk removal leads to infections, these tusks are later sold for huge sums of money. Old elephants are dumped in in forests, since they are not capable of living in the wild they die fast. Elephant world takes care of these discarded animals, serving as a home for the old, disabled, sick and abused elephants (ElephantsWorld, 2014). The sanctuary was founded by Dr. Samart Prasithiphon, a livestock officer and veterinarian. From his previous experience the elephant sanctuary was aimed to reveal the animals from such adverse conditions. He looked for a place with good catchment water resources and natural surroundings that the elephants call home. Dr. Samart was lucky to meet a land owner with the same intentions, both agreed to use his land for the project. This is how elephant’s world was born. Its mantra is ‘we humans work for elephants and not elephants to work for us’ (ElephantsWorld, 2014). The challenge is that the above mentioned problems still go on.it is such a hectic problem that it needs addressing through global awareness and aid. This is the first time the sanctuary is holding a fund raising campaign globally. From these perspectives the potential for a fundraising assistant from Australia is enormous with vast opportunities from a competent working class group of young professional. In case of doubt everyone is free to visit Elephants world website and get relevant information pertaining the fund raising campaign (ElephantsWorld, 2014). The main advertising strategies aim to achieve strengthening the sanctuary, increase volunteer participation, improve living standards and animal welfare of the sanctuary and lastly to engage and interact globally. The success of the camps international fundraising project is also on the rise. Having held a past fundraising project dubbed Campaign to unchain in that letting the elephants roam free. Australia is a suitable society as it collectively linked through friends and family. Therefore it is important to showcase the importance of advertising the fundraiser in order to develop the rite message for the strategy (Haegele, 2001).. Other important opportunities used in coherence with the fundraiser include internet usage and social media in Australia. As global usage of Facebook and twitter are on the rise, young professionals in Australia can join this fundraising project and be part of the global community forward supporting elephant conservation. Aims goals and Objectives of the advertising strategy This strategy will enhance the sanctuary’s current vision and objective raised by the situational analysis section. The strategy maintains the vision and objectives that have already been developed by the sanctuary, the strategy is long-term in that it aims to attract young and zealous professionals to set aside some of their finances into elephant conservancy and assistant in Thailand. Also the strategy envisions a future that seeks to attract potential volunteers and potential donors in Australia toward sharing this global vision (Fitzroy, 2003). The goals and objectives give a suitable statement of purpose to exactly what the fundraiser aims to achieve. They highlight the importance of elephant’s welfare and treatment in Thailand. Also provides inspirations for donors and interested individuals residing in Australia. The above factors, With Dr. Samart as role model, ought to inspire young middle income earners residing in Australia. The above factors according to the situational analysis are very important when developing the advertising strategy for the Sanctuary. Findings from the situational analysis, Highlight the sanctuaries motto as “We humans work for the elephants and not the elephants for us”. This fundraising campaign strategy is integrated with advertising strategies (Fitzroy, 2003). The following aims, gaols and objectives developed aid in the evaluation of the fund raising project effectiveness. Such gaols ensure that all advertising materials are legally permitted by the Australian government, Aim to request travel permission for members participating in the project to travel to Thailand in order to directly engage with the elephants and to ensure that all advertising activities are favourable toward s the young professionals in Australia. An advertising model is used to attain both motivational and informational objectives regarding the strategy and appropriate aid toward the fundraising project cycle. The Objectives at different life advertising cycles include, at the innovators stage, awareness, education of categories and brands are accepted in this category (Haegele, 2001).. At early adopters and majority stage, the sanctuary’s image is branded so as to change the attitude of the young professionals in order to impact positive associations with the fundraising project. In late majority, the brand is reinforced and ongoing communications with participants continues. However at laggard’s stage, the advertising image needs to radically change in order to encourage positive association to avoid decline of participants. These motivational and informational objectives intend to capture the maximum attention so as to gain required results from the intended target segment. The Advertising objectives aim at building awareness among young professionals and also to gain acceptance that would initiate emotional responses in connection with the elephants (Fitzroy, 2003). The last part of the advertising objectives intends to motivate the target segment to act upon what the fundraising initiative aims to achieve. According to the situational findings the project is held yearly so as to enable fundraising groups to have enough time to prepare effectively. This entails preparing appropriate advertising methods, which includes internet use, social media advertising, and word of mouth references. This strategies aim to make the information re-laid be as trustworthy as possible toward the target group. This in turn would strengthen the relationship among Australian professionals and the elephant at the sanctuary. Professionals in the middle income category are highly influential as they could not only donate finances but leaders as well, hence strengthening these relationships. Target segmentation of the fundraising project The primary target group is high income earners as they have more potential in providing the necessary donations. This target group is also easily accessible because they readily available over the internet, social media sites and own digital media devices. High income earners without families tend to have more free usable income expenditures hence can greatly commit toward the project. They strain less. This group of individuals can afford to take trips to the sanctuary during vocational holidays. They are easily sensitized to make contributions through digital media advertising strategies (Avery, 1990).Word of mouth advertising happens from friend and family to take initiatives toward elephant conservancy. The secondary target groups are middle income earners without families. These groups of individuals are financially stable hence will strain less financially supporting g a worthy course. They are easily accessible as they are young, vibrant and on social media (Haegele, 2001).. Advertising strategies intend to post the fundraising objectives aims and mission by creating Facebook groups and hash tags over twitter. They have the high potential to influence fellow peers to join arms in supporting such a worthy cause. The elephant fundraising funds can be donated electronically via the internet. Individuals with this group are easily flexible and can put time into the project as they do not have compelling commitments like wife and kids. The third or tertiary target groups are both high and middle income earners but with families. These groups of earners can participate in the fundraising project as a means of spending quality time with their families doing something constructive. The parents here become role model figures toward their children hence ensuring this tradition is handed down from one generation to another. This is a long term advertisement strategy that will ensure elephant conservancy and welfare practices continue. Tertiary groups are part of the advertisement strategy as they are able to spread fundraising campaign messages more effectively. Parents and their children tend to watch media programs that give a greater ambiance for the fundraising message to be broadly conveyed. In Australia the national newspaper is great source of information for families and the general public in whole. High and middle income earners are able to afford a newspaper, by posting the fundraising project here; such families will be reached by this information. This advertising strategy by using the national newspaper guarantees an efficient vehicle to rely the relevant to each and every corner of the country (Haegele, 2001). Radio advertising reaches majority of the target markets especially to households as an efficient way to gain attention regarding the fund raiser. Message design To all the groups targeted by the advertisement strategy, the message design is crucial. It is important the message be conveyed relevantly. Messages are created by supporting each objective of the strategy (Haegele, 2001).Such messages support the general idea conveyed by the fundraiser targeting the high and middle income earners. Achievements and upcoming events will be conveyed through electronic median for example through mobile phones, the television and internet. Facebook and twitter hash tags accounts will be created to support the strategy and its objectives. Budget, implementation and evaluation The budgeting method used in this advertising strategy is a narrative budget where all strategies were given a cost breakdown in order to enhance the fundraising campaign. The cost for televisions slots will be paid in Australian dollars so funds from oversee Australians will be converted into this. All other expenses due to time constraints will be estimated costs. Television ad will only be 309sec due to the high charges. Such ads will be conveyed through pulsing so to give it an evenly spread on the mainstream media. In the beginning and toward the end of the fundraising campaign the frequency of advertisement will be increased (Avery, 1990). Through evaluation, once the television, print ads, Facebook accounts are completed; drafts will be shared to each group to check for its effectiveness. Once the desired results have been achieved, any changes required will be effected immediately. Television viewer ship will be measured. Post testing and copy testing of the advertisement will be pre-evaluated by the fundraiser planners. Such strategies will help the fund raising team understand strengths and weakness of their advertisement strategies before commencement of the campaign. References Avery M. (1990), “Television Exposure: Programs vs. Advertising,” Current Issues and Research in Advertising, 13, 61-78 Creamer, M. (2006), “Disclosure doesn’t Hamper Word of Mouth Marketing,” Advertising Age, January 19, Retrieved from http://www.adage.com/news.cms?newsId=47532. Erwin, E. (1997), “Recency Planning,” Journal of Advertising Research, 37(4), 61-65. ElephantsWorld (2014).Our elephants.Retrieved from http://help.elephantsworld.org/. Haegele, K. (2001). E-Advertising and E-Marketing: Online Opportunities. John P. (1995), When Ads Work: New Proof that Advertising Triggers Sales. New York: Lexington Books. Joseph W. (1984), “Setting Frequency Levels: An Art or a Science?” Journal of Advertising Research, 24(4), I-9 to I-11. Fitzroy D.(2003). The Advertising Age Encyclopedia of Advertising. Mierau, C.B (2001).Accept No Substitutes! The History of American Advertising. Packard, V.(1991). The Hidden Persuaders. Routledge, (1993). Advertising, the Uneasy Persuasion: Its Dubious Impact on American Society. Solman, G. (2005). “Mazda Is Fine-tuning Media Mix With Less TV.”   ADWEEK Western Edition, December 21, 2005 (University of North Carolina Press, 2001).The Girl on the Magazine Cover: The Origins of Visual Stereotypes in American Mass Media. Wilcha, K. 2005) “Winning Ways,” Shoot June 10, p15(3) Read More

Luckily the Thai government has restricted the movement of elephants and arresting mahouts who walk with their elephants. We believe as Australian nationals we can do more and support this through contributing to the fund raising initiative. Elephants world sanctuary was began in 2008 for the retired and injured elephants. Most elephants under the program were injured or too old to continue with their tasks. Elephant’s world is a non-governmental organization, this clearly means that we are funding and donating every cent earned to ensuring that such elephants live happy lives with respect to retiring new ones.

Elephant’s world is 32 kilometers away from the Kanchnabari city. When in Thailand places spend time with the elephants as it is only 180 km from the capital, Bangkok. During stays there, people are able to support the staff and leave knowing you helped these elephants instead of harming them (ElephantsWorld, 2014). Challenges that the camp faces include inadequate food and shelter for the elephants. Logging camps usually abuse elephants; in some instances the animals suffer broken legs and left abandoned without treatment.

Tusk removal leads to infections, these tusks are later sold for huge sums of money. Old elephants are dumped in in forests, since they are not capable of living in the wild they die fast. Elephant world takes care of these discarded animals, serving as a home for the old, disabled, sick and abused elephants (ElephantsWorld, 2014). The sanctuary was founded by Dr. Samart Prasithiphon, a livestock officer and veterinarian. From his previous experience the elephant sanctuary was aimed to reveal the animals from such adverse conditions.

He looked for a place with good catchment water resources and natural surroundings that the elephants call home. Dr. Samart was lucky to meet a land owner with the same intentions, both agreed to use his land for the project. This is how elephant’s world was born. Its mantra is ‘we humans work for elephants and not elephants to work for us’ (ElephantsWorld, 2014). The challenge is that the above mentioned problems still go on.it is such a hectic problem that it needs addressing through global awareness and aid.

This is the first time the sanctuary is holding a fund raising campaign globally. From these perspectives the potential for a fundraising assistant from Australia is enormous with vast opportunities from a competent working class group of young professional. In case of doubt everyone is free to visit Elephants world website and get relevant information pertaining the fund raising campaign (ElephantsWorld, 2014). The main advertising strategies aim to achieve strengthening the sanctuary, increase volunteer participation, improve living standards and animal welfare of the sanctuary and lastly to engage and interact globally.

The success of the camps international fundraising project is also on the rise. Having held a past fundraising project dubbed Campaign to unchain in that letting the elephants roam free. Australia is a suitable society as it collectively linked through friends and family. Therefore it is important to showcase the importance of advertising the fundraiser in order to develop the rite message for the strategy (Haegele, 2001).. Other important opportunities used in coherence with the fundraiser include internet usage and social media in Australia.

As global usage of Facebook and twitter are on the rise, young professionals in Australia can join this fundraising project and be part of the global community forward supporting elephant conservation. Aims goals and Objectives of the advertising strategy This strategy will enhance the sanctuary’s current vision and objective raised by the situational analysis section. The strategy maintains the vision and objectives that have already been developed by the sanctuary, the strategy is long-term in that it aims to attract young and zealous professionals to set aside some of their finances into elephant conservancy and assistant in Thailand.

Read More