Australia is one of the countries that are endowed with wildlife. The country has a lot of wild animals which for many years have been serving the people in different ways. Apart from the provision of food, wildlife helps in the attraction of tourists into the country, hence, generating a lot of revenues for the government. In Queensland State, for instance, there are so many species of wildlife including plants, mammals, amphibians, reptiles, birds, insects, and many more. Despite the importance of this wildlife, the unfortunate thing is that they are endangered. These creatures are endangered because of human acts which are, of course, destructive.
Let’s Conserve our Wildlife is a social marketing campaign that is to be launched. As its name suggests, the campaign is focused on advocating for the stoppage in the exploitation of and endangering of the wildlife in Queensland State. This is because the animals have been endangered by the human beings who threaten them in many ways. Although everyone knows how useful the wildlife is, many people do not care about their welfare (Murphy, et al. 2017). That is why they are poached, indiscriminately killed, overexploited, and even denied a conducive habitat. This is something that must be done because the state and country risks losing such precious creatures.
However, just like any other behavior, it might not be possible to stop just like that. What needs to be done, in this regard, is to wedge a serious social campaign that is exclusively focused on sensitizing people on the dangers posed to the wildlife and how it can be ultimately eradicated (Moseby, Peacock & Read 2015). The campaign will, therefore, be rolled out in Queensland which is, of course, one of the areas that have been facing a major problem of the extinction of wildlife.
Let’s Conserve our Wildlife is a noble social marketing campaign that is to be rolled-out in different towns within Queensland State. The main reason why the state has been chosen is because of the need to rid it off the practice of endangering of the wildlife which has been, for a very long time, used by the people here (Reside, et al. 2017). The state has been losing its glory because it faces a myriad of challenges that need to be addressed as a matter of concern. Fortunately, the situation can be addressed if stern measures such as tis campaign are taken.
The main objective of the campaign is to promote a behavior change, appeal to, and convince individual residents to refrain from any behaviors that might expose the wildlife to any dangers. Although the fight wildlife welfare has been left in the hands of the government and other legislative authorities, this campaign acknowledges that the success in the eradication of such practices depends on individual Australians (Venchi, Wilson & Borsboom 2015). Meaning, each and every person has important roles to play to ensure that the state does not encounter this challenge any more. This can be accomplished if people take the challenge and accept to change their behaviors. That justifies why this campaign targets individuals because without them, nothing much can be achieved in as far as this issue is concerned.
The other aim of the campaign is to protect the wildlife in Queensland and Australia at large from possible extinction. There is enough evidence to prove that a large number of wildlife species are at risk of extinction. As already hinted, this is not due to any natural causes, but purely because of human acts. In this regard, the campaign is to be wedged so as to protect the animals from any human activity that might threaten their existence and even contribute to their extinction. Last, but not least, the marketing campaign also aims at the promotion of the country’s tourism sector (Dhanjal‐Adams, Mustin, Possingham & Fuller 2016). As well know, tourism is one of the key sectors of our economy. Therefore, it should be protected and promoted as much as possible. That is why this campaign will be wedged so as to enable it grow.
The marketing campaign will be concentrated within Queensland State. For the marketing process to be a success and accomplish its intended goals, it will have to be done in an organized manner. Meaning, every activity will be carried out in the best way possible. The target audience comprises of the entire population-children and adults. For everything to be a success, the marketing process has to be planned for well. During the planning process, right decisions have to be made regarding essential components including the target population, stakeholders, budgeting, timing, and resource-utilization (Scheele, Hunter, Brannelly, Skerratt & Driscoll 2017). Having said this, it is important to acknowledge that the project will involve the organizers, professional social marketers, and volunteers. In terms of time allocation, the campaign will require 6 months to be successfully completed. The total money that is required, however, should be $50,000.
According to the feasibility study so far conducted, it has been established that for the message to reach the intended audience, the campaign should be done using the conventional and electronic media platforms. The choice of these platforms was made because of the need to reach as many people as possible, and if possible-the entire Queensland population. The social marketing process will target a large number of people. For the entire target population to be accessed, the campaign will have to be and flexible and dynamic as possible. Meaning, it will not have to rely on only one platform, but use as many as possible because the more the alternatives, the higher the chances of reaching out to a wider audience. Therefore, for this to be done, various strategies will have to be used as outlined here:
The marketing process will be carried out using the conventional print and broadcast media. Here, different media channels will be employed. The main purpose of this strategy is to offer offline training and sensitization to the people. The main reason why these media platforms will be used is because they are popular with many people.
First and foremost, the marketing program will be offered face-to-face. Here, the instructors will prepare content and deliver it to the audience through lectures. The lectures will be offered in the seminars and workshops that will be organized in different venues across the state. The school-going children will be taught about wildlife welfare, the dangers and eradication measures in their schools (Li, Lai & Lin 2017). The campaign will liaise with school administrators to create time for the facilitators to sensitize the learners on exactly what to do to avoid the hazardous product. The rest of the adult population will be lectured or facilitated in the hotels, social halls, and conference facilities within their areas of residence. Through this, it will be much possible to sensitize the public and create the desired impacts.
Besides, the campaign will take place through the broadcast media that comprises of Television (TV) and radio. This will be done by preparing the content and disseminating it through these channels. The radio will have audio messages that are delivered using the best speakers and journalists within the locality. Radio can be advantageous because it is used by so many people. Nearly all the households in Queensland have access to the radio (Hastings & Stead, 2017). So, by using the radio, there is no doubt that the penetration rate will be quite high. Apart from the radio, the program will be promoted through the TV. Here, high quality audio visual content will be disseminated. The information presented through the TV is highly regarded because it will create a visual appeal to the audience.
Last, but not least, the marketing will be conducted through the print media. Here, the message will be delivered to the audience through the newspapers, magazines, brochures, and leaflets. At the same time, information will be placed on billboards for the people to see and learn about the message. Print media will be incorporated because it will supplement the information on the other channels. At the same time, it will help in the expansion of the coverage by ensuring that the message reaches a wide audience (Li, Lai & Lin 2017). This will be possible because print media is also popular with so many people. However, for it to be a success, the message must be designed in such a way that is appealing to the target audience.
Let’s Conserve our Wildlife will also have to be delivered through the internet. Here, various online communication channels will be used so as to disseminate the message to the targeted audience. The rationale behind the use of online media is that it has become quite popular with many people especially at this time when the society is getting digitized, thanks to the high penetration rates of internet and access to smartphones and Personal Computers (Hastings & Stead, 2017). Online media will, hence, involve the use of social media.
For the marketing process to access the target audience, it will have to incorporate the use of social media. Of the entire online media, social medium is promising because it becomes popular each day (Lee & Kotler 2015). In Australia today, there are millions of people who use the popular social media channels like Facebook, Twitter, YouTube, Instagram, LinkedIn, and TikTok. For the program to tap into this audience, it will have to advertise the message through these platforms. Apart from using these channels, the campaign will also have to rely on the social media influencers. As celebrities, the influencers will help in the dissemination of information on the dangers of wildlife exploitation and appeal to the people to stop using it. The benefit of the influencers is that they are celebrities who are not only popular, but also enjoy massive following in the country. Therefore, by using them in the campaign, we are sure that we will manage to accomplish our intended goal of creating the desired behavior change on the wildlife welfare.
Evaluation will mark the end of the social marketing program. Evaluation is a process of conducting an assessment so as to determine if the activity accomplishes its goals. Just like any other project, Let’s Conserve our Wildlife will have to be evaluated. Summative evaluation will take place at the very end of the activity. Therefore, upon the completion of the marketing, we will have to evaluate it. Evaluation will be conducted using all the applicable parameters. This will have to be done so as to determine the extent to which the program accomplished its goals (Eagle, Osmond, McCarthy, Low & Lesbirel 2017). However, for the evaluation process to serve its intended purpose, it will have to be done in an objective manner by incorporating the contributions of all the stakeholders.
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