New Swot and Pest analysis for campaign

Swot analysis for ‘Save your Sundays’ campaign:

Strength:

• Strong distribution channels. Social media platforms allow for rapid sharing and reach a broad range of people. Social media is accessible for our target market and is used for sharing information.
• Using social media allows for the opportunity of our campaign going viral and therefore reaching a wider target market than initially targeted.
• Good relations with parent company (Cancer society)
• The campaign is versatile and easily expandable for different age groups /causes /seasonal/ localisation. The campaign is flexible for change for example in the summer seasons the campaign could focus on being sun smart whilst drinking.  
• Local and national organisation.

• Promotes healthy lifestyle habits for younger generations through a realistic lense.
• Provides strong resources and factual information.
• A digital-based campaign means that elements can be mass marketed in a short amount of time.
• Our marketing campaign is aggressive and focused with clear goals and strategies.
• The visuals are unique and could become recognisable. The language promotes an initiative for change which could lead to events and merchandising in the future.

Weakness:

• The style and language used in our campaign is aimed towards our target market of 18-25 years which means the campaign may not impact other audiences outside of that age bracket.
• We may not be able to get across all the facts about cancer and alcohol in our initial visuals.
• The cancer facts we use may be overshadowed by the imagery of drinking and it may not come across that we are a different drinking campaign than others.

Opportunities:

• Local and national sponsorships and collaborations.
• Collaborations with high schools and/or university councils to touch on the drinking habits of their students and to further inform students of the cancer risk of alcohol.
• Collaborations with alcohol based events such as festivals, concerts etc. Opportunity to inform our target market of alcohol risks and promote non-alcoholic drinks at these events.  
• The opportunity to make a different drinking campaign than other campaigns out there and release new information and facts to influence people's decisions.
• Potential endorsement with a Kiwi public figure to promote our idea.

Threats:

• Our target market may not be interested enough, as drinking is a large part of Kiwi culture.
• We may not use the right words and or actions to get the advertisements and message into our target markets heads.
• Oversaturation of drinking campaigns regarding excessive drinking may lead to our campaign becoming just another alcohol related campaign.
• Already lots of successful ‘catchy’ drinking campaigns out there.

Pest analysis: Design Approach

Political:

• Purchasing alcohol under the age of 18 is illegal. Eighteen year olds can not be included in our target market as it is under the legal drink age in New Zealand. However there is no age at which it is illegal to drink in New Zealand. https://www.alcohol.org.nz/alcohol-management-laws/nz-alcohol-laws/age-the-law
• Alcohol advertising and promotion campaigns must comply with New Zealand law and with the principles and guidelines in the Code for advertising.
• All advertising must comply with the Advertising Standards Authority Codes. For example our adverts must comply with social responsibility where advertisements must be prepared and placed with a due sense of social responsibility to consumers and to society. Our adverts must also follow the rule of Decency and Offensiveness, whereby adverts cannot contain anything that is indecent or cause serious or widespread offence.

Economic:

• Fundraising and volunteers would be needed to pay for the campaign as the cancer society is self-funded.

Socio-cultural:

• Our target market (18-25) is more adaptable to change and more likely to push for this change once adapted.
• According to ‘the impressionable years hypothesis’, socializing influences individuals experience when they are young have a profound impact on their thinking throughout their lives. Our age demographic are influenced when at social events and are unaware of the effect this has on their choices to drink and therefore are unaware of the effects this has on their bodies.
• Today, young people's drinking habits differ from older generations. Recent trends suggest that they drink less often during the week, but that they are more prone to heavy episodic or binge drinking when they do. This may be down to a culture of drinking in which excessive consumption is encouraged as part of facilitating group belonging in young adulthood.

Technological:

• Using technology allows mass marketing to take place where people can be targeted through multiple media campaigns. The 18-25 year-olds often use media in tandem with one another, alternating between foreground and background consumption. For example, individuals may watch television whilst on their phone or laptop scrolling through social media.
• Social media platforms allows for people to interact with our campaign and the cancer society website. Social media allows people to share our campaign and lets it spread online.
• Social media allows you to connect with your target market in real time and so we can build a relationship with them and update them on new facts and finding in association with our campaign. Healthcare marketing can: Educate, facilitate collaboration and expand brand awareness.
• Viral marketing has been used to refer to campaigns that quickly rocket to fame and capture the attention of a wide audience. Healthcare campaigns are perfectly suited to take advantage of viral marketing because it focuses on a topic everyone cares about. Everyone wants to fight back against diseases like cancer.