Context

Introduction
Target Market
Competitor Analysis
SWOT
Campaign Plan
Marketing Communications tools
Budget
Conclusion

Introduction
Scannappeal is a charity organisation Founded in 1987, which raises money going towards life-saving
equipment for Amersham, Stoke Mandeville and Wycombe Hospitals. Scannappeal's equipments
serve people living in Buckinghamshire and parts of Berkshire, Hertfordshire and Oxfordshire.
(Scannappeal) In addition Scannappeal specialise in a various amount of equipments treating
patients with problems such as; hearing problems, breast cancer and heart attacks.
Currently Scannappeal's volunteers age ranges from 17-86 years old, with them raising over 10
million, Scannappeal are now trying to focus mainly on how they can raise awareness for to a
younger target audience, which would also help them gain younger volunteers.
Target Market
Although Scannappeal's volunteers are age ranged from 17-86 years old, their current volunteers are
around ages 50-70 years retired workers, therefore they are targeting a much older range of people
than they want. The products and services currently targeting this age range are the activities the
charities provide, such as bookshops, and open gardens these activities are more likely to target the
ages 50+ than a younger generation. In addition Scannappeal sell products like gardening hand bags,
which again will target the older demographic.

The organisation Scannappeal are now trying reach out to peoples a much younger age range of 1824 years, after conducting a survey of primary research where 15 people in High Wycombe where
asked whether they know about Scannappeal, only 3 out of 15 people said yes whereas the other 12
people had never heard about Scannappeal. APPENDIX. Scannappeal need to address this issue and
find out ways to raise awareness to a younger audience.
Competitor Analysis
After analysing the Scannappeal's website it is clear that they have the right information on their
website about their charity and what their organisation does, however when comparing
Scannappeal to other charities such as 'The British Hearts Foundation', Scannappeal could do a lot
more to their website to interact more with their target audience in order for them to create more
awareness.

The British Hearts Foundation engage its audience immediately by the use of shock advertisement
on their home screen, this grabs whoever is viewing the sites attention by making them feel
concerned a connection with the image. However Scannappeal's website is quite dull, the website
doesn't really grab its audience's attention; the fonts used on the home page are all the same size
and the imagery used is very faded and plain, not really addressing what Scannappeal mainly does.
In order for Scannappeal to reach out to a younger target audience they need to work on their
website by adding more imagery, a good idea of imagery which could be used is shock advertising to
show the effects that may happen without the charity, for example showing the effects that could
happen to a person without help of Scannappeal. Furthermore Scannappeal should make their links
to other website more bolder and so that it can be eyes catching this would also make their site
more exciting to read.

SWOT
Strengths: A strength that Scannappeal currently have is using direct marketing to promote their
charity; they use direct marketing by sending newsletters to previous and current volunteers as well
as donators. Another strength Scannappeal have is the fact that they do raise a good amount of
money for their charity, with over 10 million being raised to date.
Weakness: Weaknesses recognised from Scannappeal include lack of creativity, The website is not
effective enough to create awareness to its target market, the reason for this could be because
Scannappeals current volunteers are ages 50-70 years, this is a big age gap from their target
audience, and in order for their charity to appeal to a younger target audience by being more
creative the current volunteers may not be able to provide ideas to appeal to this target group, in
addition this also is the problem with Scannappeal not having events that will interest the age 18-24
because their current volunteers may not know what this target group like doing.
Scannappeal do not promote their organisation enough, the only promotion they use is sending
emails out and using posters to promote their events. In addition Scannappeal lack persuasive
writing in order to help promote their charity.

Opportunities: The opportunities for Scannappeal to move forward would be by focusing on social
media, promoting their website, and events targeting 18-24years olds. Although they have a
Facebook and Twitter page, Scannappeal do not use their social media sites effectively, they have
had twitter for three years and have only currently tweeted 155 times which is not enough tweets to
keep their followers engaged. (Twitter, 2011) In addition when comparing Scannappeal to other
charities such as cancer research and British hearts foundation, Scannappeal currently only have 165
likes on Facebook, whereas Cancer research have 900,000+ likes and British Hearts Foundation with
over 200,000, therefore these other charities will raise more awareness for their organisation. It is
clear that Scannappeals social media promotion slacks. They also need to promote their official
charity website in order for people to recognise their Social media pages, this would benefit them to
move forward. Another opportunity Scannappeal need to focus on is the events that they are
having, their current events do not target the aim they want, if Scannappeal had more events that
related more to what 18-24 years enjoy doing then more awareness could be made.
Threats: Threats Scannappeal face is fear of closing down due to the lack of public awareness, also
charities have recently been facing issues as donations from the public have been falling, with more
than 8 out of 10 charity organisations are facing crisis. Also donations towards charities fell by 20% in
2012, this percentage is now increasing. (Foundation, 2012).
Plan
As stated previously the marketing objective for Scannappeal moving forward is to raise a large
amount of awareness for its charity, as well as increasing its appeal to a younger age range. In order
for this primary objective to be achieved strategies employed include; Advertising, Public relations,
Personal selling, Sales promotion and Direct marketing
Firstly the campaign will be targeted at people age 18-24, according to Scannappeal the reason for
this is to " to maintain and hopefully increase our events" In order to raise more awareness
Scannappeal will raise two large events; a concert and a fashion show. The first idea brainstormed
was to run a family summer fate held around town and in a community centre, but this idea couldn't
have run successfully as we realised that the target audience for a summer fate would be too young.
The main idea chosen was to raise awareness by holding two events in a rented out hall called
ArtsforEveryone located on Desborough Road, High Wycombe. This venue was chosen so that
members of the public can allocate this location, as well as Buckinghamshire University students
because it is close to the university. The concert would be held during the evening whereas the
fashion show would be held during the day. This concert would have musicians from students at
Buckinghamshire, and the fashion show would have designs showcased by the students studying
fashion design. This would raise awareness in the sense that the musicians and designers at the
university would invite their friends and family to come along and support them therefore this
would also bring more notice to the charity. The concert will also have table tennis to entertain
people during the breaks and snacks would be provided. The fashion show would have food
provided and workshops from the fashion design students, and dancers to appeal to a younger
target audience.

Marketing Communications Tools.

Advertising exposes the message to its target audience, seen as consumers tend to selective
with what they chose to read, they need to be exposed constantly to get their attention and
be persuaded to do something. (Koekemoer, 2004)Advertising used to create company
awareness is called institutional advertising carried out mainly by very large firms. (Blythe,
2001)
Direct marketing is all types of database driven communications, the alternatives to direct
marketing are; emails, mail, and telemarketing therefore messages would be addressed to
specific people.
Personal selling include all types of face to face selling activities, where a person would
persuade a person to purchase something from them. Telephone selling is a good example
of personal selling.
Public Relations in order to maintain and establish a mutual understanding between an
organisation and the public, public relations need to be acquired as a tool to raise awareness
of a service or product.
Sales Promotion: Sales promotion is needed to attract new customers, and promote sales.
Sales promotion include communication activities providing value to consumers. This could
be done through the media, including coupons, contests, and samples

A Strategy employed to achieve this marketing objective from the marketing communications tool is
advertising: As Scannappeal provide life saving equipment for Amersham, Stoke Mandeville, and

Wycombe which serves people living in Buckinghamshire (Scannappeal). It is important that students
at Buckinghamshire New University have an idea of what Scannappeal is, as advertising works below
the conscious level (Blythe, 2001) a good idea is to have posters posted around the university, and in
order for students around the university to familiarise themselves with the awareness posters an
idea is to have the posters posted on the universities weekly slideshow which is showcased around
the universities cafe, which the university has agreed to do. Another strategy of advertising for the
event would be through social media.
Facebook is a very effective way to target young people, over 31,164,520 people in the United
Kingdom are Facebook users. (Nierhoff, 2013). Scannappeal need to get their Facebook page more
noticed, with only over 100 Facebook likes their events would not be getting enough attention. The
more young people liking their Facebook site the more awareness they would be raising because
Facebook controlled in the sense that once a person likes a page, it will show up their friends news
feeds, which may bring interests to the charity. Furthermore the event would be constantly being
posted on their Facebook and Twitter page with count downs to the days of the events holding
place. Lastly posters of the event would be posted around the university as well as local stores in
Buckinghamshire, in order to also raise awareness to the public.
Another marketing strategy used would be direct marketing; Scannappeal already use the strategy
email to notify their current volunteers about events they have. However the event that would be
held would use fliers as a tool of marketing for the event, the fliers would also be handed out to the
public as well as a donation stand, where a volunteer would speak to members of the public about
what Scannappeal is about as well as attempt to persuade them to attend the events. In addition
once speaking to members of public they will also be advised to like Scannappeals Facebook page,
and follow them on twitter alongside signing up to their email. With the population of Wycombe
being 120,256, and 10,404 of these people are around the ages 18-24 (Census, 2011) it is very
possible that a lot of awareness for Scannappeal can be raised.
A marketing strategy that could have been taken into deep consideration would be; Public relations,
this is because the role of public relations can dramatically affect the impact of how other view an
organisation (Fill, 1999) this team would be useful to send information and creating a good image
for the organisations Scannappeal, in addition the Public relations team could help raise awareness
by writing articles on the upcoming event and after event to publish in the local Wycombe
newspaper.
Budget
The budget investment for this event would approximately be a total of 600. This total includes the
prices of the venue: 30phr over 8 hours totals to 240. Lighting equipments for the venue totals to
160, and the costs of food will be around 200. This pricing would work well because it is totals to a
very low cost rate, the money would be worked back by people paying for the costs of food 5 and
an entry fee of 3. with the capacity of the community centre being 100 people around 700 would
be made from the event.
Conclusion

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