PLANNING A CAMPAIGN
A communication campaign is considered a pitch for a target audience through utilising an effective promotional strategy to change certain types of behaviour, attitude and knowledge about specific criteria by adopting marketing and advertising methods (Adewuyi and Adefemi, 2016). However, the report is going to develop a communication campaign about encouraging gender equality which will be named EqualM&F. The report will highlight situational factors with the help of PESTLE and SWOT analysis, Target audience through STP analysis, objectives of the communication, budget, communication mix tools and key performance indicator for measuring the progress.
A situational analysis will examine the external and internal factors that can impact the proposed activities and the company's market existence. However, for this campaign, the analysis of the situation can be explored with the help of SWOT and PESTLE tools. Various internal and external factors can influence the campaign regarding gender equality.
Strengths ● Equality Act 2010 in the UK ● Raising awareness among people ● Government support and policies ● Promotes women | Weaknesses ● Policy implementation ● Lack of budgets ● Participation of local governments ● Stereotyping against women |
Opportunities ● Restrict violence against women ● Beneficial for economy ● Strengths the human rights ● Make a safe and healthier community
| Threats ● Avoidance of gender-based policies ● Effective strategies to take initiatives ● Limits the lengths of gender equality ● Low pay and unequal pay to women |
Table 1: SWOT analysis
(Source: Created by Author)
The SWOT analysis reflects some significant aspects that can influence the development and activities of the campaign to address the issues of gender inequality in various fields like workplace, payments and opportunities for career expansion. It can be analysed from the table that the campaign will be backed up by some strengths, such as the government policies and support through the Equality Act 2010 that promotes equality in workplaces, wages and professional growth. Again, in the UK, people raise their voice against gender inequality which will lead the campaign towards success and forces the governments to take initiatives against this discrimination against women to restrict violence and inequality against women (Salinas and Bagni, 2017). Again, the provision of equal opportunities by encouraging human rights for women can be beneficial for the country's economy as men and women both can contribute to the economic growth of the UK and enable the society to become safer and healthier for women (Chung et al., 2021). So, it can be evaluated that the campaign will be strengthened by several factors that will cause the success of this campaign. However, despite these factors, there are several aspects that need to be kept in mind for introducing a gender equality marketing campaign. There are different policies for gender equality implemented by the UK government, but those policies are still not implemented properly, which causes low and unequal wages in workplaces (Sanders, Annesley and Gains, 2019). There is a lack of a monitoring system and budget to manage the UK's campaigns and policies to promote gender equality. People sometimes do not give much importance to gender equality matters, and thus the stereotypes against women about housekeeping and caregiving remain unchanged.
PESTLE Analysis
Political: In the UK, the government supports the campaigns that promote gender equality through several policies and partners with agencies and organisations to encourage these campaigns. However, it is reported that it will take around 150 years to achieve gender parity in politics globally (WEForum, 2021). But in the UK, Frances Scott has launched a campaign 50:50 to encourage gender equality in politics and calculated that gender balance in UK politics might take 40 years more.
Economic: The UK government has realised that there are economic disadvantages combined with gender inequality. Increasing gender equality can contribute and retain a positive impact on a country's GDP and lead to a stronger economy with women's participation in work (Morais Maceira, 2017). So, the UK government became committed to developing the UK into a country where everyone can enjoy and reach their full potential to contribute to the country's economic growth. According to Mordaunt (2019), filling the gender gaps can increase the economy of the UK by around 2% and around a 55billion euros by 2030.
Social: There are a number of social factors that can be addressed through this campaign. People in the UK might be raising their voices against gender inequality. Due to social norms, biases, and stereotyping mindset of the people in the UK restricts the success and promotion of the gender equality campaigns and policies (LSE, 2021). However, the social movements in the UK have played a significant role in changing attitudes and thought processes regarding gender equality as it can develop support and pressure on the government to reframe the issue and mitigate it.
Technological: The UK is considered a digitally and technologically strong country. So, considering the advantages of gender equality in terms of its economic and social benefits, the UK government has introduced various digital campaigns and programs for raising awareness about gender equality. As per Povertyactionlab (2020), digital technology provides opportunities to reduce gender gaps by increasing access to social welfare facilities and services and financial support and information.
Legal: The existence of the Equality Act 2010 impacts and strengthens the campaign's procedures and activities regarding gender equality in the UK. The UK's laws and policies include Gender equality at every stage, Gender Equality Monitor, and Female Offender Strategy 2018, which come as a roadmap towards removing gender inequality in the country (UK Parliament, 2020). However, despite the strong legal system around gender inequality, organisations and people still avoid this significant aspect of society.
Environmental: Environmental research and projects can help sustain gender equality as those projects have the ability to perpetuate. The lack of attention to the variant requirements of men and women and discrimination and disparities between males and females when distributing the natural resources and human rights become the barrier to achieving environmental objectives to maintain sustainability (WRI, 2016). So, the UK has been focusing on gender equality to reduce the unequal distribution of natural resources and restrict natural disasters.
Target audience refers to the specific people or groups that will be addressed through the marketing communication channels and media (Todorova. 2015). However, the campaign EqualM&F will address a social issue that should be mitigated, and the whole segments of the society will get benefitted. So, the target audience of this campaign will be analysed with the help of STP tools.
Segmentation, Targeting and Positioning
The campaign can segment the audience on the basis of their demographics and psychographic beliefs, attitudes and behaviours. However, for this gender equality campaign, the age of the audience is mainly between 18 to 45 years who are the college-goers who might be facing inequality and discrimination in future, employees who face unequal wages, unethical behaviour and sexual harassment in workplaces and social reformers who welcome such opportunities to speak against gender inequality. Again, the campaign will also target those audiences who resist these campaigns and social voices for speaking against social issues and those who are still unaware of the gender inequality issue. The campaign also speaks for the survivors, perpetrators and bystanders in the UK by creating different messages used differently for each category. With the help of this campaign, these segments of audiences can raise their voice against this social issue and develop a different mindset among people. Third-party or secondary audiences can be powerful in influencing the target group (Batra and Keller, 2016). So, the management of the campaign will target the third party audiences like the family members, religious figures, friends and doctors to influence the target group. Being the influencers for the general audience, the campaign targets the religious people and leaders who are actively engaged in promoting gender equality and women empowerment and encourages the public to continue these efforts through speeches and interactive sessions (Korolczuk, 2020). However, on the basis of the target audience's requirements and demands, the campaign will position itself in the market. The campaign will adopt a strategic positioning method by keeping the message brief and up to up to to the point that will address the core principles and values and a promise to the target audience regarding the reduction of gender inequality in workplaces and growth opportunities. The positioning statement of the campaign will be a brief description of the issue and objectives of the campaign for the target audience so that the audience will get an overview of the campaign motives and ultimate outcomes.
With the help of the communication channels and tools, the campaign will fulfil several objectives regarding gender equality. The objectives are
● The campaign will raise public awareness regarding the social issue of gender inequality.
● To change negative attitudes and behaviours associated with gender equality and encourage the general public to debate the problem.
● To put pressure on the government to take initiatives and robust techniques for implementing them.
● To develop gender equality policies to reduce discrimination in society, workplace and opportunities.
● To accelerate the pace, the support from various agencies, NGOs and government,
● To transform certain perceptions that sustain the issue in society.
Activities | Required amount |
Getting the name on the ballot | $500 |
Legal formalities and paperwork | $2000 |
Design the campaign pages and website | $5000 |
Campaign team | $5000 |
Printings the placards and billboards | $8000 |
Promotions through different channels | $15000 |
Expenses on the campaign day | $3000 |
Operational and management cost | $2000 |
Event invites | $1500 |
Table 2: The budget plan for the campaign
(Source: Created by Author)
Integrated marketing communication (IMC) has grown increasingly vital over the years for organisations as the internet age has progressed completely. IMC could be achieved by adopting various forms, including traditional marketing, promotional events, direct marketing, personal selling as well as public relations (bin Abdul Lasi and Salim, 2020). The IMC framework will be applied to the EqualM&F gender equality campaign to raise awareness regarding the issue. In order to reach the campaign's strategies and objectives, it must employ various channels to attain and assess the marketing mix's efficacy. The marketing channels which will be used for this campaign are promotional events, traditional marketing, advertisements and public relations.
Sales Promotions
In modern society, gender equality has become a significant issue that needs special attention. Gender discrimination is still a persistent issue in the United Kingdom, affecting many aspects of men's and women's lifestyles, including the wage disparity too, the incidence of sexual misconduct as well as gender-related aggression to physical and mental well-being discrepancies (UK Parliament, 2020). EqualM&F differs from several other initiatives aimed at changing gender stereotypes in that it prioritises communication and promotional events. In order to promote the initiatives, initially, one needs to create a brand identity that will be focused on youth generations. Youth generations are the future of society; therefore, raising their awareness will allow the initiatives to reach a significant number of people (Khorram-Manesh, 2019). Promotional events could include fashion shows, music festivals, and dance competitions since these are an important part of youth cultures, and the language of the campaign will be relatable to them. These tactics are widespread in various health promotions but not so much in gender issues. Gender equality could be made interesting to the public through well-designed campaign branding (Barker, Levtov and Heilman, 2018). The campaign's messages could be unified by building a unique brand image for the audience. It would be effective to promote a feeling of a larger gender equality campaign instead of a scattered group of initiatives. Also, in order to reach the core demographic of the UK population, the campaign must guarantee that gender promotion is consistent throughout every communications effort.
Direct Marketing
Marketing in a direct manner is an effective way of campaigning for gender equality across the UK. Any sort of marketing which is not done digitally is referred to as traditional advertising (Kayumovich and Annamuradovna, 2020). Traditional advertising involves newspapers, mailings, television, telephone, as well as media advertisement such as billboards, flex etc. One of the most efficient techniques for the campaign under consideration is a focused demographic. The success or failure of this campaign stems from its ability to reach out to each person and communicate that in order for the community to be ideal, no barriers of any kind needed to be formed (Huber, 2016). The EqualM&F campaign can conduct traditional marketing by advertising its brand on television channels since it is one effective way to address a significant number of the population. Also, there are various ways to reach targeted audiences, such as sending them emails regarding the initiatives, posting articles or advertisements in newspapers and magazines as well as creating a brand famous brand icon (Beig and Nika, 2019). Creating a famous brand icon like an athlete or movie star will allow this campaign to spread faster among the major population of the UK. Individuals who are familiar with these celebrities or movie stars will realise the strengths of advertisement and embrace each phrase stated like a new slogan to be obeyed. Therefore, the campaign will draw much attention and sensation to its focused group of people, and more individuals from various communities will come to support the cause.
Advertisement
In this era of technological advancement, advertisement through digital marketing is one of the main driving forces for the success or failure of any campaign. Digital advertising involves using various social media channels like Facebook, YouTube, Instagram and Twitter. In recent days, digital marketing has become very influential for various purposes such as campaign promotions, product promotions, raising social awareness etc. (Raza and Zaman, 2021). So, the EqualM&F can advertise its social initiatives, which is gender equality, by using these channels. The campaign brand can create its own channel on Facebook or Twitter, and through live sessions, it can elaborate on the importance of this social issue. It will allow the brand to address millions of people in the UK and also the people who are not from the UK to effectively convey their messages. It has been evidenced by various reports that social media channels play an important role in determining audience perceptions (Zade et al., 2018). Advertisements on social networking channels can also include surveys or questionnaires for this campaign to allow interested individuals to participate in such major social issues of gender equality. Surveys or questionnaires can be designed by asking close-ended questions to the audience to get their perception regarding this big social issue and campaign. When a significant number of people participate in the surveys, the campaign can itself gain popularity and people's attention. Additionally, Twitter can also be used as an advertising medium (Micalizzi, 2021). The hashtag feature on Twitter trending is a very effective tool that allows the audience to observe and participate in discussions that are important to society. The brand EqualM&F can use the hashtag campaign to spread its messages to a larger section of the audience to raise consciousness about the issue.
Public Relations
Effective public relations are vital while initiating a marketing campaign for a social issue such as gender equality. Public relations which are also known as PR, entails engaging with the public to boost campaign consciousness, create and maintain a brand's identity as well as develop connections with the general public (Flood, Dragiewicz and Pease, 2018). It completely relies on enhancing social knowledge, changing people's opinions and changing actions to make an impact on society. The brand EqualM&F needs to effectively engage with the public to make improvements in their perceptions regarding gender equality. In order to engage with the public, the brand must put its audience in the spotlight. Understanding the habits, beliefs, as well as views on gender equality within the target audience is critical (Askanius and Hartley, 2019). Campaigners can employ a variety of methodologies like observation, feedback forms and innovative seminars to discover audiences' beliefs, desires and ambitions. The brand has to determine how gender equal behaviour will help the general public and include this information in the campaign materials. Effective public relations requires a clear statement repeatedly conveyed to penetrate through the overcrowded public sphere. Although, it will be difficult since gender discrimination involves various challenges for both men and women, such as wage disparity, the incidence of sexual misconduct as well as gender-related aggression to physical and mental well-being discrepancies (UK Parliament, 2020). However, the EqualM&F campaign can improve its relations with the general audience by communicating with them through promotional events, direct marketing and social media advertisements.
Evaluating the Program Effectiveness
It is important to measure a campaign's success or failure by evaluating its core objectives as well as how effectively it changed people's perceptions. The campaign owners have to make sure that they have adequate surveillance and appraisal procedures in place. The EqualM&F campaign's success can be determined by assessing the marketing mix used for promotional purposes. For promotional events of the campaign, success can be valued through the responses from the targeted audience, which is the younger generations. The response of the audience will be massive in fashion shows, music festivals or even dance competitions if they support the cause. The more people will participate in these events, the bigger the success will be for the campaign. In the direct marketing segments, the feedback of the audience can be gathered immediately regarding the campaign since it uses emails, telephone etc. Interested or encouraged people will come out and join hand in hand to raise awareness in society. In social media advertisements, it is easy to identify campaign success by observing the likes and shares on each post related to gender equality issues. People will share more gender equality and related posts when they figure out the seriousness of the issue. Furthermore, the conscious general public will react straight away when they observe any gender discrimination and protest against it.
From the above discussion, it can be concluded that a successful marketing campaign requires various measurements and evaluations. The gender equality campaign, which will be named EqualM&F, must have to go through a few necessary steps to succeed. The situational analysis indicates that gender discrimination is a significant problem in the UK due to the lack of enough gender policies by governments and effective strategies to take the initiative on this subject. STP analysis will help the campaigner to determine their targeted audience across the UK. Moreover, a brand must be created in order to launch the campaign, which will incorporate various channels of the IMC framework to raise awareness regarding the issue. The effectiveness of the campaign will be measured by the responses obtained from the focused audience.
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