ForChange: Marketing Effectiveness Analysis: Part 2

ForChange is a local nonprofit organization
dedicated to bringing about positive social change in communities
through programs that promote healthy habits in adults and children. The
founders started ForChange after the Healthy Communities program (https://www.cdc.gov/nccdphp/dch/programs/healthycommunitiesprogram/index.htm)
ended in 2012. Since then, the organization has been growing slowly and
has recently started to expand its reach through some community efforts
and connection to local health fairs and school-sports booster
organizations. Some examples of ForChange’s programs include hosting
smoking cessation classes at the senior care centers, sponsoring
fitness-related after-school programs, and teaching nutrition seminars
to new parents. ForChange’s board of directors wants to expand further
and see the organization eventually start up new centers that can lead
change efforts in other parts of the country and throughout the world.
ForChange has a small administrative staff, and the programs are
conducted by volunteers. ForChange’s executive director is hoping that
the organization can use digital marketing to appeal to
volunteer-minded, socially conscious adults between the ages of 25–39.
The company leaders are a bit older, however, and feel they need some
help and advice for how best to reach this demographic. They are also
concerned about approaching their marketing responsibly in a way that
will support the organization’s goals to promote healthy families,
healthy communities, and a healthy world. They also need some guidance
on how best to continually evaluate the success of their efforts so that
they can continue to grow, so they contact XYZ Corporation for a
consultation to address these concerns.

Both
parties have an initial meeting to discuss the nonprofit organization’s
needs and goals. After that initial discussion, your boss at XYZ,
Michael Johnson, determines that there are three main ideas that
ForChange needs to focus on: digital marketing, sustainability and
social responsibility, and program evaluation. Michael feels that the
client should have a further understanding of these topics before he can
move forward with them to implement a formal plan, so he asks you to
draft a three-part report to address these ideas. Michael provides you
with the questions to answer and a template to fill out the report. Your
task is to complete the report and present it back to Michael so that
he can review and send it to the client.

To prepare for this Assignment:

• Review this week’s Learning Resources and consider the work you did in Week 5 on Part 1 of this report.
• Review the CDC Health Communities Program link in the Assignment description, if needed, for additional background information.
• Refer to the Academic Writing Expectations for 2000/3000-Level Courses as you compose your Assignment.

Submit Part 2 and Part 3 of your report. The report is based on the following criteria:

Part 2: Sustainability and Social Responsibility

• Given ForChange’s mission to support healthy families, healthy
  communities, and a healthy world, suggest a minimum of two socially
  responsible marketing strategies for the organization. How might the
  organization ensure that its message is carried out in alignment with
  those goals? (150–225 words, 2–3 paragraphs)
• Explain why a focus on ethical marketing practices can not only help
  the organization succeed (and grow) but also bring about sustainable
  positive social change. (75–150 words, 1–2 paragraphs)

Part 3: Program Evaluation

• What are three key performance indicators (KPIs) ForChange can use
  to measure the online marketing launch and three KPIs for the
  sustainability and social responsibility launch? Explain why each KPI
  would be appropriate, given ForChange’s mission. Be sure to include both
  financial and nonfinancial measures. (150–225 words, 2–3 paragraphs)
• What steps are involved in the process of evaluating marketing
  performance? Outline control and evaluation steps for each key
  performance indicator you identified. (150–225 words, 2–3 paragraphs)