Human Rights Marketing Campaign Budget, Research Paper Example

Human Rights Watch Marketing Campaign

The Human Rights Watch Organization is an independent international human organization that works to protect the dignity of human life. The organization has numerous functional units operating globally. While the organization is increasingly looking for opportunities to increase awareness on human rights, it has increasingly found it difficult to effectively engage in an awareness campaign. This document highlights a plausible approach to an effective marketing campaign.

Methodology

This marketing campaign has been designed to service a non-governmental organization meet increase awareness on its activities and operations. The budget will be determined using the method of percentage of sales or profits. This the most commonly used advertising budget and offers clear and sure basis for determining the marketing budget.

Optimize Visibility

In order for the organization to raise awareness on its activities, it requires considerable visibility. This requires the organization to employ marketing strategies that will ensure its message is passed to its audience in the most colorful and intricate manner.

Optimize Awareness

The initial challenge is creating awareness on the NGO’s services and activities. This means reaching the general public using a variety of channels to optimize the campaign’s success. In order to achieve this the selected channels have to characteristically offer a wide exposure to the market. The solution to this challenge is employing 9 diverse media avenues and two awareness avenues.

Media Avenues

1. Brochures (development and production
2. Mailings
3. Postcards
4. Television
5. Radio
6. Newspapers
7. Social Media (Facebook, Twitter, Google Plus, Pinterest)
8. Website
9. Signs

Event

A public event is crucial in helping increase awareness by attracting public attention and interest.

Campaign Duration

The Human Watch Marketing campaign has been predetermined to last three weeks. This timeline has been determined based on the scope and depth of the marketing activities expected to be undertaken. The campaign will make use of the different media avenues to achieve maximum exposure and awareness.

Newspapers

Three newspaper outlets in Madrid will be employed to market the Human rights Watch campaign on the newspaper media avenue. In order to realize maximum exposure, the campaign will employ the three most popular newspaper outlets in Madrid. Namely; EL Pais and El Mundo (Spain Newspapers Online). The papers will run the ads in El Pais’ International News Section, twice a week during the three week period expected to cost €2,630 per day for a Media Horizontal Page. The ad will be run El Mundo’s lifestyle section once a week, expected to cost €27,500 per day.

Television

This will form the second most important marketing channel for the campaign. Owing to the highly coly nature of placing and advertisement on a television station, the campaign will employ a product placement technique. This technique is much cheaper as it entails partnering with an ongoing television show to have the campaign included in their routine script, exposing the campaign to the audience. Owing to the fact that the campaign seeks maximum exposure, the most popular television show will be used, Escenas de Matrimonio on Telecinco. While the show is a romantic-drama-comedy, it commands a considerable following and would be effective in giving the campaign the enthusiasm and energy it deserves. The campaign will be included in six of the series’ episodes.

Radio

The campaign will employ three radio stations to run its ads. (1) Cadena Ser will run the ad every Monday through Friday at 2PM for the three week duration. This is expected to cost €9,480 for the three weeks. M80 will run the ad every Monday through Friday at 8PM for the three week duration. This is expected to cost 1,785 for the three week duration. Top 40 will run the ad every Monday through Friday at 11AM. This is expected to cost 12,750 for the three week duration.

Website

The campaign will use the El Mundo website to advertise the campaign online. The website will run the ad twice during the three weeks, expected to cost €70,000 per period.

Social Media

Four social media platforms will be employed. This will entail hiring individuals to manage social media profiles of the campaign and giving updates thrice a week for th duration of the campaign..

Signs

The campaign will employ the use of two types of signs. (1) Aluminum signs and (2) pole banners. The cost of suing the signs is calculated for the whole period of the campaign, accounting for the cost of fees levied by local authorities. The large bulletin boards will be placed in five locations and will cost 4,000 per location for the three week period. The 30 sheet poster will be placed in 8 locations and will cost 1,000 per location for the three week period. The double sided aluminum signs will be placed in 5 locations and will cost 400 per location for the three week period.

Contingency Measures

The campaign will employ a number of contingency measures. This includes a float of € 1,000 every week for emergency purposes. This will be done throughout the period of the campaign.

Works Cited

Barlovento Communication. The behavior of the TV audience : March 2015. Madrid: Barlovento Communication, 2015. Electronic Source. 3 May 2015. <http://www.barloventocomunicacion.es/images/publicaciones/barlovento-audiencias-marzo-2015.pdf>.

“Spain Newspapers Online.” 30 March 2015. W3Newspapers.com. Internet Source. 3 May 2015. <http://www.w3newspapers.com/spain/>.