COMMUNICATION PLAN

Communication Plan

Communication Plan

Executive Overview

On 21 July 1981, the company WaterAid officially established as a charitable trust. It has become one of the most respected international NGO's dealing solely with water, sanitation and hygiene issues. It now works in 26 countries providing water, sanitation and hygiene education to some of the world's poorest people and has helped over 9 Million people to obtain clean water. The vision of WaterAid's is of a world where everyone has access to safe water and sanitation. The“WaterAid transforms lives by improving access to safe water, hygiene and sanitation in the world's poorest communities. They have worked with partners and have influenced decision-makers to maximise their impact.The total income of WaterAid reached £45.6 million in 2009 and 2010, which is 4% up on last year(Bokaie 2008).

At present, over 200,000 people now give a monthly donation to WaterAid. Supporters have been recruited through a series of appeals in national newspapers and leaflets in water bills with the support of the UK Water industry. Long term commitment of supporters is vital, as this income enables WaterAid to plan work well into the future. Fund raising events such as marathon runners, hill walkers, thousands of individuals, groups and schools and other events of such nature have also been organized by the company to raise the donation. Until now Donations and gifts of £26.5m has been received through these kinds of events.

Similarly, legacies of £2.5m have also been received. Through fundraising events £3m has been earned by the company in the recent year. £2.2m in grants of the voluntary income and £9.5m in grants of restricted income have also been received by the company. Other than this, £1.9m has also been received by the company(Smith 2002).

This year WaterAid's media coverage grew by 11% with more than 3,780 articles published about WaterAid. Major successes included pieces in the Guardian, the Financial Times and The Daily Telegraph as part of the extensive coverage gained for World Toilet Day and World Water Day(Fill 2002).

Increased video, blogging and Social network activity

WaterAid now recognized by nearly half of the UK population.

The objective of the company is to increase awareness amongst 16 to 25 year olds to 60%.

Scope of this Integrated Marketing Communications Plan

 Marketing Objectives 

Any marketing that we conduct should help to meet at least one of the following objectives:

Capture: The key here is to seduce. Most of the advertising we see in the media responds to this objective. The problem is that it is becoming less profitable to attract customers in this way, mainly due to media fragmentation and saturation advertising(Hellensen 2007).

Loyalty

The key here is to satisfy. It is generally accepted that it costs five times less loyalty to a client get a new one. The truth is that loyalty activities are financial justification clear. The problem lies in defining what kind of actions serve to build loyalty. In recent years there have been multiple points programs, promotions, and clubs. The best tool retention is to consistently exceed the expectations of our ...