ForChange: Marketing Effectiveness Analysis: Part 1

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.

Note: Part 1 of your business report is due this week and Parts 2 and 3 will be submitted as one document in Week 6.

To prepare for this Assignment:

• Review this week’s Learning Resources
• Review the Centers for Disease Control and Prevention (CDC) Health
  Communities Program link in the Assignment description for additional
  background information.
• Refer to the Academic Writing Expectations for 2000/3000-Level Courses as you compose your Assignment.

Submit Part 1 of your report. The report is based on the following criteria:

Part 1: Digital Marketing

• What are three types of digital marketing that are suitable for
  ForChange? For each type, explain how it can be beneficial to
  ForChange’s achievement of its goals, and identify any potential
  drawbacks for each. (225–300 words, or 3–4 paragraphs)
• Which social media platforms should ForChange use and why? (75–150 words, or 1–2 paragraphs)
• As the organization considers expansion into other countries, should
  they use the same strategies for international audiences as for those
  domestically? If not, how might they adjust their marketing strategy?
  (75–150 words, or 1–2 paragraphs)