Target Audience
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Target audience
The requirements set by Plan UK for future communication development have specifically outlined the target audience they want to aim the campaign at, to successfully gain new sponsors and donors from Primary and Secondary schools, also targeting businesses in the UK to add to there list of global partnerships and finally creating greater awareness of the charity to all potential donors.
Currently the majority of schools Plan is working with are girls private schools. However our campaign aims to target all primary and secondary schools including:
Community schools (controlled by local council)
Foundation schools (funded by government)
Academies (funded by government)
Grammar schools (run by the council)
Specialist schools (funded by government)
Faith schools (combination of funds)
Free schools (funded by government)
Private Schools (combination of funds)
(GOV.UK)
It is important to know who funds the schools we aim to target, as Plan could gain the interest of the local councils, government and other financial aids which could be potential donors for the charity. Campaigning to all schools is key as Plan can receive different benefits from various types of schools. E.g. targeting a specialist school that specialises in visual arts, the children could make garments or make uniforms from old uniforms in textile classes and donate them to Plan.
We also aim to not only target the schools interest of the charitys operations but also target the parents of the children to donate or sponsor, whether they donate themselves or sponsor a child in the name of there own child, this would mean a consistent sponsor and also the child will be growing up with the growth of the charity.
Another reason for targeting all schools is the engagement that Plan desire being a childrens charity. The involvement from the children will be used in our campaign in exhibitions to create greater awareness of the charity to then gain potential donors. Further involvement plan seek from schools is to engage in fundraisers for the charity.
Through our campaign we aim to target businesses to expand our portfolio of private and public partnerships. The campaign targets all size businesses in the UK, to increase the level of income as usually the bigger the business the bigger the financial return and to promote the charitys key messages using new platforms and communication channels and possibly to new target markets (Charity Commission).