SPCA Malta : a comprehensive integrated marketing communications (IMC) program

Abstract

This study aims to address the lack of structured marketing for the nongovernmental organization - SPCA Malta. Although mired down by a lack of funding, it was found through a series of interviews and focus groups that manpower is the resource that is hardest to come by. It is for this reason that an exploratory approach was taken in order to unravel the organization's current situation by analysing the marketplace and the environment in which it operates. This was coupled with an exploration of the intrinsic and extrinsic factors which affect the overall ability to comply effectively with the organizations mission statement. A qualitative primary research study was also executed in order to verify arguments raised within the situation analysis, and to evoke insight into the attitudes and perceptions held by young adults in Malta towards concepts pertaining to voluntary work. Some of the main findings included the allocation of time as the greatest barrier to volunteering, and self-satisfaction as the most widely attributed benefit. Participants also highlighted the importance of portraying voluntary work as a fun, social activity. This invaluable data was then used to create a comprehensive integrated marketing communications program, designed to reposition the perception of voluntary work at SPCA. The established target audience for the program was 18-30. This group included young college students and young professionals. The 'big idea' behind the campaign centred on the use of blue faceless morphs. This concept was integrated into every element of the proposed program and associated with the campaign tagline "be the one." The intention of this marketing effort was to instil a 'volunteer spirit' in the target audience and increase the presence of SPCA by generating a unique image and building personality - something which would immediately different it from other animal NGOs on the island. The budget was kept to an absolute minimum, respecting the fact that the organization had a current marketing budget of €0, and it was my sincere intention to respect this, in an attempt to create an effective marketing plan that they could actually implement.