Secondary Research
External Analysis
PEST Analysis
Economic
Social/Cultural
Internal Analysis - SWOT Analysis
Threats
Secondary Research
Comparison of HKFYG and JAHK
Primary Research
Objectives
Strengths
Weakness
Internal Analysis - SWOT Analysis
Political
Economic
Technological
Result and analysis
Facebook
Instagram
Research Methodology
-
An in-depth interview
- A qualitative research
- 10 alumni referral by JAHK
- Participants and volunteers
- 18 years old to 25 years old
- University graduates
WhatsApp Group
-
Alumni chat groups
- Direct and efficient
- Closer relationship with alumni
- Recruitment for volunteers
- Message exchange
Budget
- A smart phone
- Phone number for public use
- Email direct marketing (EDM) tools
- Attractive
- Customize design and style
- Easy to manage
New Design
Budget ~ Mail Chimp
Short term
- No expiring trial or contracts
- Below 12,000 emails per month
Long term
- Upgrade with USD10 per month to reach unlimited emails
- Delivery by time zone
- Avoid the spam filter diagnostics
E-Newsletter
Old version
Political stable city
Judicial independence
Well-developed legal system
Fair and safety environment
Taxations policies - 35% deduction
Low unemployment rate at 3.2
Disposable income levels increasing
Inflation continuously increasing
Warmhearted city
Willing to help others
Population growth rate increasing
Target customer increasing
Good internet service network
Mobile apps for smart phone
Aware of JAHK
From school
Referral by friends
Conclusion
Most attractive activities
Educational activities
Voluntary teacher
Business program
Company program
Promotion and social activities were insufficient
Unattractive E-newsletter
Heading was so boring
Lack of picture & color
Unaware of JAHK Facebook Fans Page
Conclusion
Commonly used social media
Facebook
WhatsApp
Online and offline platform
12months marketing communication plan
We Recommend
Budget
Camping events
Free
Members prepare their own camping equipments
Camp fire party at night
Experiences sharing
Monthly Gathering
Budget
Share basic information
eg.: education
Raise brand awareness
Promote positive word-of-mouth
Language : use Chinese
Campaign
increase their awareness
Design an event activity
for " JA Company Program"
invite more people to come
like and share the post can get souvenir
Budget
Need to find sponsors
Photos & movie sharing app on phone
Event photo
Educational movie
11% active users
Using photo and video to express the information
Hash tags# apply to specific promotion
No cost
To develop the JAHK alumni community strategy
To produce a 12 month marketing communications plan
To reach out JAHK alumni and develop a strong community
To provide online & offline platforms and events for alumni networking
Recommendation
Recommendation
Q & A
Section
- JAHK was historical organization (about 100 years) in USA
- Programs in Hong Kong are made reference from USA programs
- Conducted various types of course
- Huge social network with different organizations
- Recognitions of JAHK
- Not a well-known charity organization in Hong Kong
- JAHK only focused on direct e-mail and Facebook page
- JAHK’s Facebook Page was not success
- Had not public events / courses
- The government had certain values to sponsor local charities
Opportunities
- People feel being volunteer were meaningful
- Education system more focused on social activities in recent year
- Internet was very universal, very easy to get much information
- Many different charity organizations in Hong Kong
- Business companies had their own company activity
- School can only choose few charity organization
Respondents Background
Occupations
7/10 Student
2/10 Teacher
1/10 Account consultant
Seniority of alumni
Familiar concept of JAHK
Did not present an obstacle
Total respondents = 10
5 Males & 5 Females
7/10 by school
3/10 referral by friends
Promotion in school was effective and efficiency
Influences and impact of peer also important
Channel to recognize JAHK
Educational and business activities
Personal growth and career paths
Satisfaction and accomplishment
Favor activities
All of the respondents ->
JAHK programs can enhance their personal development skill
To help them to move forward
To increase their confidence, patience and self-determination
To improve business skill
Personal development skill
The most popular social media are...?
- Low awareness of Facebook fan page
- Didn't follow the page
- Feeds are too infomative
- English only
- Page update not frequently
Opinion of JAHK's Facebook
All of the respondents ->
join JAHK’s voluntary activity before
being volunteer was very practical
What did alumni gain from
JAHK Voluntary activity?
Feedback on JAHK Promotion
9/10 repondent -> key factors
Heading was so boring
Lack of picture & color
Contents
too informative
content arrangements were weak
The weaknesses of E-newsletter
Are the program enough?
9/10 : Not enough of JAHK’s social activities
6/10 : hope gathering of alumni
4/10 : hope the talk which invite successful person
Competitors of JAHK
6/10: Participated the events by other organizations
3/10: Participated the events by HKFYG
-Popular & convenience
- Build up and keep relationship -> friends & family
- JAHK can create the official apps
- Photos of event, program details, information
- Create membership account system
- Apply the programs and events
- Can comment and sharing in the apps
JAHK Apps
- Design and develop: Cooperate with university project
- Maintain and management :
employ staff (updating information and answer the inquiries)
(HK$15,000 of staff salary)
- Computer for the apps server (HK$5,000 of new computer)
Budget
Membership Card
Can improve membership system
Easy to recall the volunteer
Include general information
The main color use green to match JAHK’s color
The Design of Member Card
- E-print Website for instance
- 100pcs of matt laminated card (260g double-sided coated art paper)
- If the order quantity is higher, the lower unit cost.
Introduction
Junior Achievement Hong Kong (JAHK)
Non-Government Origination
Using qualitative method
To produce a 12 month marketing communications plan
BA/BA (Hons)
]
Marketing Management
TSM09907 LIVE PROJECT SUMMER 2015
REPORT
A marketing communications plan for
the JAHK Alumni community
Team 3
Student Name: Napier matriculation no.:
Choi Tsz Yan/ Gian 40186984
Cheung Kit Yee/ Kit 40186976
Lai Ching Hang / Hanjin 40187007
Lam Po Hong/ Paul 40187834
JAHK office / Coffee shop
Different themes in every months
Delivery party foods set around HKD2800 for 30 persons
Quarterly Gathering
Convenience and relax place
Coffee shop
Mong Kok
HKD2000 - HKD2700 occupancy 60 persons for 4 hours
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