This is Assessment item 2 – a individual (1000 words) + group (2000 words) work.
Our topic is LPF and key issue is brand awareness.
This time we will do the individual part and this is a literature review. we use different theory to analysis.
In my part, my theory is Strategic marketing & STP
– Positioning (Positioning is related to donor fatigue)
I should demonstrate the key understanding of STP. And discuss how it can be used in our third assignment and then clearly link it all to the LPF about how they used STP, while identifying any gaps or limitation in the literature that could be filled.
Also should link it to our key issues.
Some key issues about the strategic marketing STP in our first assignment, which I give to you. You should read it clearly because it really useful and we do some research. I show below here:
Use to market the LPF strategically to ensure the correct market is targeted for best results:
Segmentation, targeting and positioning frameworks will be used to:
– Build brand values and personality for target market
– Establish a competitive advantage
– Position the LPF against other designations and universities with positive attributes and benefits.
The Lpf with the positioned with a strong and desirable image, contributing to brand awareness, and positioning the fund as a top of mind awareness brand.
- Project Challenge
There are a number of challenges facing the project. First, there is donor fatigue. The aim of the campaign is to raise donation to $100 million from the current $57 million. There is a need to find a successful communication that informs staff members of the Learning Potential Fund without repeating LPF fatigue. Second, there is a low awareness among donors. In 2017, donation reduced to $6 million from $10.4 million in 2017 because of lack of awareness of the fund in new staff members and staff cuts. There is a need to create personal connection with staff members and alumni who have previously received scholars in order to highlight the importance of LPF. Third, there is lack of digital and social media presence. There is limited information on LPF on the official website and no social media presence. There is a need to create and increase social media presence through Facebook, Instagram, and Twitter.