Social Marketing: Visually Disable People- Literature Review- Report Writing Assignment

Internal Code: TV611

Marketing Report Writing Assignment:

Task: Part 1: 500 words - Literature Review - 20% A brief literature review on employment of visually disable people - either blind or sight impaired. Part 2: 1,000 words - Social Marketing Plan - 20% From the findings from the literature review prepare a social marketing plan based on factors around employment of visually disabled people. This can either be a new campaign or it can be a social marketing campaign for Dialogue in the Dark - www.dialougeinthedark.com.au. Please refer to the assignment information provided below. Literature Review Part A A literature review is defining the research problem and providing background to the problem. THE ISSUE: Essentially if you were blind how would you go about understanding what services, institutions, employment options, processes, procedures, legislation etc are out there in the community to support your employability! You must research the above – a fact finding mission! A snapshot of what services etc are out there for blind people today in their quest to find a job! · You give an overview of the issues relating to employability of blind or sighted impaired people. · What are the issues facing people who are blind and employment? · Are they any legislative issues? For example the Disability Discrimination Act 1992. · Who are the peak bodies – community based etc eg Vision Australia, Royal Blind Dogs Association · For example how many people within NSW are blind? · What services are out there for blind people in terms of employment? · Are they any gaps in the market where either services or other related government or non-government bodies are not providing support? · Or are there significant support services? You may well find there are gaps in this issue in supporting blind or sighted impaired people. If so discuss. Part B – Social Marketing Plan Using Dialogue in the Dark (www.dialogueinthedark.com.au) as a resource, you are to write a social marketing plan (campaign) to the following headings. Your goal is to develop and provide recommendations on how a social marketing plan (campaign) should be developed and managed to address your specific social issue – EMPLOYMENT FOR VISION IMPAIRED or BLIND PEOPLE in NSW, Australia. Therefore you are to develop a social marketing plan (campaign) to increase the employability for people who are blind in the general community. For example consider a plan (campaign) aimed at small/medium or large corporations to employ blind workers. This plan (campaign) can be government based or non-government based organisation like Vision Australia. You must state clearly who is the organisation behind the plan. The objective is to change perceptions/behaviours relating to the employment of blind people. Give your plan (campaign) a name for example – “Don’t be blind to the blind” (however you can’t use my example). Format: Please write to the following headings: Section 1: Identification and Analysis of the Social Marketing Problem/Issue As identified in the literature review in Part A, (whatever you found here – eg gaps in employment practices for blind or sight impaired people). The outcome is the creation of a social marketing plan aimed at businesses to employ blind or sight impaired people. Add further information around the issue. For example how is this issues seen within the general community. Discuss how the plan (campaign) is about changing behaviour towards understanding the issues facing blind or sight impaired people when looking for work. Section 2: Choice of Appropriate theories for application to this problem/issue The role of theory in an intervention (social marketing plan). Refer to Chapter 6 (Topic 4) within the textbook. What theories would you apply eg social cognitive theory, protection motivation etc. This section is only a paragraph. Here you will need to refer to the textbook on relevant theoretical approaches. Section 3: Development of the social marketing planning process – identification of target market, creation of a positioning strategy, branding and a brief application across the marketing mix (4 P’s). See Chapters 8, 9, 10, 11 Identify the target market – eg corporations/businesses – small business owners? Large multinationals, SME’s? You need to decide who your target market is. Discuss the segment, discuss your positioning strategy, branding. You then need to write to the 4 P’s (as discussed in the textbook Chapter 2 – pages 30 – 36 – this outlines how social marketing implements the 4 p’s. Section 4: Analysis of the social marketing environment upstream/downstream and policy issues. Provide recommendations for implementation. Here you write on the any upstream/downstream issues – refer to Chapter 4 of the textbook). What are the upstream and downstream issues facing the plan (campaign). Section 5: Implementation and Evaluation of the social marketing plan (campaign) – See chapter 13 – Media Planning Implementation: How will it be roll out? What kind of marketing/media strategies will be used? Is it going to be a launch? Or a TV, print media, etc with Twitter & SM strategies. Evaluation: This section is a statement- for example: The plan’s progress will be monitored by collection of data and information from employers who have signed up to the campaign to access the number of blind and or sight impaired people have been placed in full time or part time employment since the start of the plan (campaign). Some kind of statement like this.