UNICEF: Engaging a new generation of pledge-donors through brand revitalisation

The assignment will contribute 100% of the
assessment. It will be in the form of an essay and should be typed or
word-processed; it should comprise no more than 4,000 words.

Once your assignment has been marked, you will
receive written feedback from your tutor. The assignment will require knowledge
of the module material up to and including Unit 8.

For guidance on successfully completing assignments see the Assessment section of the module Canvas site. You will find further help and advice on the Effective Learning Service

Assignment aim

The individual assignment allows students to
gain an understanding of the subject and explores a number of areas within the
module by applying the students’ learning to a real company.

Assignment task

UNICEF:
Engaging a new generation of pledge-donors through brand revitalisation

Background:

Regular, un-earmarked donations are Important
for UNICEF because they are a global organisation, which needs to be able to
respond crises that may arise from any corner of the world, and therefore
requires the flexibility to divert its resources to address emergent issues.
Unlike local or regional charities, the demands placed upon UNICEF are manifold
and funds donated for a specific cause can often be a restriction on their
global strategy and contribution.

This is where “pledge donors” become
important.

Recruiting and retaining pledge-donors is a
significant challenge for organisations such as UNICEF. Even if donors sign-up
for regular contributions following reports of a major crisis, they may lose
interest and commitment to keep up their contribution over time; although the
situation may vary slightly depending on the region (e.g. pledge-donor
recruitment may be better in some parts of the world than others). Moreover,
the brand may have lost traction, especially with millennials and today’s
‘yuppies’ (young up and coming professionals) compared to, for example, more
local or cause-specific charities. There has also been some negative publicity
surrounding the brand in the recent past.

Brief:

An overall brand revitalisation strategy has
been deemed to be necessary to develop better connections with members of the
younger generations who are potential pledge-donors of the near-future, as well
as better engage current pledge donors. You are to take the role of a senior
brand consultant to lead this process. Your strategy for revitalising the brand
image will serve as a springboard for recruitment of further pledge donors as
well as keep current ones from lapsing.

Requirement:

Focusing on the market of one country
or region (UK, UAE, North America, Singapore-Malaysia), you are expected to
develop a corporate brand revitalisation strategy including a communications
strategy to generate engagement around the brand (with a view to addressing their
problems described earlier). As part of this, the following are required:

1. A brief
   introduction to the report specifying the chosen country/region and a summary
   of key proposals made within the report.
2. A
   situation analysis of the charity sector in chosen country region (clearly
   identify this in the introduction) from macro and micro perspectives. This
   should result in the identification of key strategic issues with respect to the
   problems described in the background – 15 Marks
3. Conduct
   a brand audit and develop a conceptual map for the brand – explain the key
   perceptions and associations of the brand and evaluate these critically (e.g.
   strength vs. weakness?). – 15 Marks
4. Identify
   and describe the characteristics the brand’s main current contributors. Further,
   develop two profiles (personas) of potential target audiences (i.e. a group of
   people who are likely future pledge-donors), so that they can be targeted
   through a subsequent communications campaign – 15 Marks
5. Analyse
   the media landscape of your chosen market in relation to your two profiles from
   the preceding task – what media are available, what sort of reach and influence
   do these have on your profiles? Discuss specific media that are of relevance
   (e.g. Instagram, radio channels) instead of grouping them together (e.g. social
   media) – 10 Marks
6. Propose
   a detailed communications strategy (start by specifying a set of objectives) on
   how you intend to engage these two targeted audiences with a view to ultimately
   recruiting them as pledge-donors. Using the knowledge of your target audiences
   and their profiles, and your analysis of the media landscape (tasks #3, #4, and
   #5) create a customer journey map for each profile to summarise and present
   your communications strategy – this will show what type of message, method,
   medium you will utilise to engage the customer (potential donor) at each
   relevant touch-point – 20 Marks
7. Provide
   a summary of what relevant metrics and performance evaluation mechanisms you
   will incorporate into your communications strategy – you may use an augmented
   version of the customer journey map from task #5 to achieve this – 05 Marks
8. Identify
   a similar set of issues (as in the UNICEF case) in your organisation or
   industry-sector and provide a detailed explanation as to how the strategic
   approach you have developed in the preceding tasks could be adapted to address
   this – 20 Marks

Additional Guidance Notes

• Please treat this as a business report, and therefore whilst
  addressing all the requirements above, sections need to be succinct and
  impactful. Use well-structured paragraphs and include headings and
  sub-headings. Ensure that the sections are well linked to each other. Keep
  to the word limit of 4000 words.
• Consider the impact on the reader, please use creative/visual
  techniques to make and strengthen your arguments – e.g. infographics,
  graphs/charts, and mock-ups of social media pages or webpages.
• You can use appendices if you wish, for supplementary
  information to the main contents of your report; e.g. to show how a new and
  innovative marketing technique has been effectively used for another campaign –
  a point which you have made in the main body of the report but would like to
  supplement with the contents in the appendix. However, please do so judiciously,
  and bear in mind that the marker has no obligation to award marks for your
  appendices. In other words, there is no benefit in having several pages of
  appendices because marks are, strictly speaking, awarded only for the contents
  of the main report.
• Good use of references is welcome, including academic articles,
  market research reports, and credible web-sources (referenced according to the
  university’s referencing guidelines). Use these to add credence to your
  arguments, to support your points, or illustrate your understanding of techniques,
  theories etc. However, there is no benefit in simply stacking-up references to
  support obvious points, or basic theories (e.g. 4Ps, Segmentation criteria
  etc.).
• As this is a business report, lengthy descriptions of basic
  theory do not add value. So, please use only brief description if needed. If
  you use an advanced theoretical approach (e.g. a framework proposed in a recent
  journal article), or refer to something very technical (e.g. DMP – Data
  Management Platform), then it might be worth providing a description or
  explanation for the benefit of the reader.

Please do not
contact UNICEF or any of its employees for this assignment.

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