CONTENTS

1. ContextualAnalysis
CustomerContent
SegmentCharacteristics
Awareness,Perceptions,Attitudes
LevelofInvolvement
PerceivedRisk
DecisionMakingUnitCharacteristics/Issues
BusinessContext
CorporateandMarketingStrategyandPlans
Brand/OrganisationAnalysis
CompetitorAnalysis
InternalContext
FinancialConstraints
OrganisationalIdentity
Culture,ValuesandBeliefs
MarketingExpertise
AgencyAvailabilityandSuitability
ExternalContext
KeyStakeholdersandImportance
KeyStakeholdersCommunicationNeeds
Social,Political,EconomicandTechnologicalRestraintsandOpportunities

2. MarketingCommunicationsObjectives
3. NatureofCommunicationsStrategy
4. TargetAudience
5. KeyMessages
6. MarketingTools
7. MediaSchedule

References
Appendices

MarketingCommunicationsCampaignforProstate
CancerUK

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1. ContextualAnalysis

CUSTOMERCONTEXT
SegmentCharacteristics
ProstateCancerUKssegmentcharacteristicscouldbedividedintodifferentaudiences.For
example,thecharityistargetingmensuffererswhoarepredominantlyovertheageof50,
butalsoyoungermalesinordertoraiseawarenessandgainanunderstandingofthedisease.
Thesemalesarelikelytobeseniorworkersorretired,possiblybeparentsandeven
grandparents,withalargefamilyorsupportnetworkaroundthem.Thissupportnetworkare
likelytodonateandengagewiththecharity,withitbeingacausethatisclosetotheirhearts.

However,themainsegmentthatthecharitytargetsarethosewhodonatetocharities.With
over18,000charitiesinEnglandandWales(Mintel,2010),ProstateCancerUKhasto
competefortheattentionandtrustofthecharitablegiversinordertoraisemoretowardsthe
disease.
Mintel(2010)identifiedfourkeyconsumergroupsbasedontheirattitudestowardscharitable
giving:Prolifics,NotInterested,ScepticalSupportersandNoChuggers.Fromthis,aplancan
beconductedonhowtomotivatetheestimated14.4millionadults,aged1624oftheNot
interestedgroupandalsotoencouragetheProlificsestimated72millionadultswhogive
inmultiplewaysandrespondwelltopromotionalandfundraisingactivities,togetonboard
andsupportProstateCancerUK.ThesegmentwhowillbeeasilytargetedaretheChuggers
asthesearemostlyaged2544,fromtheABC1socioeconomicgroupsanddonateona
regularbasis.
Awareness,Perception,Attitudes
Upuntilnow,therehasbeenlessinvestmentinprostatecancerthanbreastcancer.Thisis
partlybecauseitisamorecomplicateddiseaseduetotherebeingnoroutinescreeningtest.
However,prostatecancercaseshavedoubledinthepast10years.(BBC,2013)

Movemberhasbeenagreatactivitytoincreaseawarenessandinvestmentintoprostate
cancer.Nowoperatingin21countries,Movembergenerated27mintheUKinthelastyear
andmorethan92maroundtheglobe(BBC,2013).Thisisafantasticachievementasnot
onlyisitraisingmoneyforresearchintoprostatecancer,butalsohundredsofthousandsof
menhavestartedtalkingaboutdiseasesthattheyareoftentooembarrassedtodiscuss,or
quicktoignore.
ByjoiningforceswithfootballersandcomedianssuchasBillBaileyfortheMenUnitedV
ProstateCancercampaign,menareabletoopenupandcommunicateaboutanypersonal
issuesthattheymayhaveoncekepttothemselves.
LevelofInvolvement
Thereisalowlevelofinvolvementwhensupportingthecampaignasdonatingtothecharity
doesnottakeupmuchtimeandallriskisfinanciallylow.Thekeymotivatorsindecisionto
donateisbaseduponthetrustandpersonalconnectiontheconsumerhastowardsthecharity
(Mintel,2010),astheywanttomakesuretheyaregettingvalueformoney.
PerceivedRisk
Thereisnofinancial,physicalorsocialriskwhendonatingtothecharity.Whencommitting

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toMovemberthereisanelementofsocialconsciousnessasitwillattractattention,however
thishastheabilitytobringmenclosertogethertounderstandtherisksofthedisease.

DecisionMakingUnitCharacteristics/Issues
Thesegmentcharacteristicssuggestthatcustomersarepreparedtodonatetocharity,ifthey
feelthemoneywillbeusedappropriately.Therefore,thecharityneedstoprovokeasenseof
genuinetrustintotheircampaignandfocusongettingtheconsumerinterestedinthecharity,
resultinginthemdonatingtothemratherthantoacompetingcharity.
Withthecompetitioninthecharitysectionbeingparticularlyintense,thekeydecisionmaker
canbepersonalchoice,assomemayfeelmorepassionatetowardsonecharitythananother.
Becauseofthis,charitiesshouldfocusontheirmarketingdepartmenttocreateacampaign
thatwillcaptureconsumersattentionandinteractwiththemtobuilduprapport.

BUSINESS CONTEXT
Corporate and marketing strategy and plans
The charity's strategy is to raise awareness of the disease and to help more men
survive prostate cancer, and therefore enjoy a better quality of life. They support
men living with prostate cancer and prostate disease by providing specialist
information and support services and find answers by funding research into
causes, tests and treatments. Furthermore, they lead change by raising the
profile of the disease, campaigning to improve care and creating conversations
to spark the right debates, ensuring the cause is on the media and political
agendas.

The charity hope to invest 25 million in research for the next three years. This
investment will be supported by fundraising and with the help of Movember
(campaign in collaboration with the Movember Australian foundation).
The identity refresh costs 190,000. This included comprehensive research of
men with and without prostate cancer, families, health professionals, key
stakeholders and staff. The entity expect to see a significant return from its
investment in terms of the impact on men (Prostate Cancer UK, no date).

The charity uses celebrities and big names who are fighting the disease as
ambassadors to raise awareness throughout the mass media.
An important key element of the marketing strategy is the relationships between
the prostate cancer charity and large organisations. These relationships allow the
charity to have access to the organisations marketing budgets. Furthermore, the
charity uses direct mail to maintain essential communication and ensures that its
website is current and informative (Hall 2014).

The charity decided to shift their marketing focus from awareness to

engagement with their Men United campaign by using sport and comedy to
resonate with men by talking to them in a jokey, blokey way. (Vizard, 2014)

Current Campaigns

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Name What? Aims Results

Movember Most famous -Movember is investing -Funding for the Movember
campaign in support 25 million in research Foundations mens health
of prostate cancer. over the next three years programmes
Men around the helping the Prostate -Conversations about mens
world grow a Cancer UK (Prostate health that lead to:
moustache to raise Cancer UK, no date). Awareness and
awareness and -To be fun, accountable understanding of the health
funds. and transparent, risks men face.
passionate and
Men taking action to remain
dedicated, work as a
well.
team. Have a humble
attitude and approach, (Movember, no date)
be innovative and create
a remarkable experience.
(Prostate Cancer UK, no
date)
Abiraterone before The problem is that To make the drug
chemotherapy the NICE (National appraisal system better
Institute for Health and make all effective
(Abiraterone is a new and Excellence) has treatments for prostate
type of hormone banned men to get cancer available to men
therapy for men whose this drug in England who need them. (Prostate
prostate cancer has and Wales before Cancer UK, no date)
spread to other parts of having
the body. It may help chemotherapy.
men live for longer.)
Enzalutamide -Mounted a -To get NICE to approve -Since January, over 12,500
campaign alongside enzalutamide on NHS people have signed the
(a drug treatment for all Tackle Prostate England and NHS Wales petition to challenge NICE.
those with advanced Cancer. without restriction.
cancer. -The Scottish -Made their case at
Medicines Consortium a NICE committee
(SMC) has approved meeting in March.
Enzalutamide for use -Released statement
without restriction, so to the media.
the drug should be -Planning next
available to men move.
whether they have had -Petitions
Abiraterone or not.
However, the prostate
cancer UK have heard
about examples where
men have been denied
the treatment because
they have previously
had abiraterone.)

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Quality Checklist -Working with -To set out the care and -The Chief Medical Officer
politicians and the support men should for Northern Ireland has
(helps make good care NHS since 2012 to expect to receive agreed to meet to discuss
a reality for all men with get the Checklist whether in England, prostate cancer issues in
prostate cancer) adopted across the Scotland, Wales and greater depth.
UK. Northern Ireland. -Wales Minister for Health
(Prostate Cancer UK, no and Social Services has
date). endorsed the Checklist.
-To get local NHS bodies - Eleven health boards in
to sign up to commit to Scotland have agreed to
providing top quality care work with the charity on
and support. implementing the Checklist.

Brand/Organisation analysis
The original brand identity was Prostate Cancer Charity. Throughout the years,
the brand has tested a number of different styles, with 2012 seeing the charity
renamed to Prostate Cancer UK, in the hope that it would better communicate
its services and the support it offers to men suffering the disease (Eleftheriou-
Smith, 2012). Despite being a successful organisation, public awareness of the
charity's work and the issue of prostate cancer remained low. Therefore, the
organisation decided to create a new identity analysing the internal and the
external context. Identifying that the previous identity was old fashioned, clinical
and unemotional, they focused the attention on what they wanted to look, sound
and act like towards developing a new brand identity.
Following this, they have moved from 56th debut place on the Third Sector
Charity Brand Index in 2012 to 36th in 2013. Launching TV adverts and UK-wide
posters has increased their activity in the public eye. (Prostate cancer UK, no
date)
Competitor analysis

Direct
There are many prostate cancer charities all over UK, all with similar visions. Due
to this, they can disregard the competitors as threats, but seek the opportunity
to work together. For example, the collaboration with Tackle Prostate Cancer for
the Enzalutamide campaign.

Name What they do

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Prostate Cancer Raises awareness of prostate cancer

Support Federation Encourages early detection of prostate cancer
Seeks to ensure that men with prostate cancer always get
the best treatment whatever the stage of their disease
Strives to remove injustices in treatment pathways offered
to prostate cancer patients.

The Prostate Cancer Support Federation is an organisation of

over 60 UK patient-led prostate cancer support groups,
which:
acts as the voice of patients;
assists and strengthens the activities of support groups in
aid of men and their families affected by prostate cancer;
encourages and assists the formation and development of
prostate cancer support groups throughout the United
Kingdom.
(Tackle Prostate Cancer, no date)
Prostate Cancer The Centre's mission is to raise funds to undertake research
Research Centre that will improve the survival and quality of life of men with
prostate cancer.

Their current research programmes focus on three key areas:

Understanding prostate cancer development and
progression.
Managing prostate cancer identifying the men who will
benefit from treatment.
Treating prostate cancer to bring results from the
laboratory bench to the bedside.
(Prostate Cancer Research Centre, no date)

Other Prostate Cancer charities

Prostraid, Prostate Cancer (and Ancillary) Research Fund, Prostate Cancer
Awareness Group, The Prostate Cancer Charity, The Prostate Cancer Research
Foundation, Prostate Cancer Support, Prostate Cancer Support Association
(Central England), Prostate Cancer Support Group (Kidderminster + District),
Prostate Matters International, The Prostate Project, Prostate Research Campaign
UK.

Indirect
Indirect competition involves charities who may focus on another issue but still
operate to receive donations from charity givers. For example; Marie Curie,
Breast Cancer UK, Dogs Trust, NSPCC and RSPCB. The aim is to receive donations
from charity givers who would possibly donate to these other charities, and to
reach the same level of recognition and awareness as these.

INTERNALCONTEXT
FinancialConstraints
Despitethetougheconomicsituation,whichshowsadecliningtrendinincomewithinthe
charitablesector,ProstateCharityUKmaintainsastrongperformance(ProstateCharityUK,
2012/13)regardingthegeneralincomethathasbeengrowinginthelastyears,evenifata

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decelerating speed, from 64% in 2011 to 15% in 2014 (charitablecommission.gov.uk).

However,thetripleaimtotoinvestinresearch,informandsupportthepeopleaffectedbythe
diseaseandtheirfamiliesandtoraisepublicawarenessoverthediseaseisveryexpensive,
causinganincreaseintheorganisationscosts.Forexample,overthe2013/2014period,the
generalexpenseofnearby41millionhasexceededthegeneralincomeofapproximately
31million,doublingthetotalspendingofthepreviousyear(SeeAppendixA).Moreover,the
organisations aim to invest 25million in research for the next three years makes the
fundraisingactivityandthepartnershipwithotherorganisationslikeMovemberAustralian
Foundationextremelyimportanttocollectthenecessarymoney(ProstateCancerUK,no
date).

OrganisationalIdentity
Tiredofappearingoldfashioned,clinicalandunemotionalandshockedbythefactthatthe
centreofitsactivitieswasfarfrombeingmasculine,in2012theorganisationdecidedto
raisetheirvoiceandchangedidentityinordertobemoredirect,urgent,openandreaching
morepeople.Forthisidentityrefresh,thathascausedchangesinthenameandinthelogo
of the entity, Prostate Cancer UK consulted with a wide range of internal and external
stakeholders including men affected by prostate cancer, their families and health
professionals,winningpublicrecognition(ProstateCancerUK,nodate).Theorganisationis
now considered focused on the real mens needs because of the involvement of people
affectedbyprostatecancerinitsdecisionmakingandreviewprocesses.Moreover,allthe
initiativesaimedtoinform,supportandassistthepeopleaffectedandtheirfamilies,suchas
theconfidentialhelpline,theonetooneanduptodatespecialistsupportandtheSupport
VolunteeronlinecommunityshowthesupportiveandcaringspiritofProstateCancerUk
(ProstateCancerUK,2012/13).

Culture,ValuesandBeliefs
ProstateCancerUKhasstrongstrategicprinciplesandvaluesthatguidetheiractivities.They
wanttoensurethatmenaffectedbythediseaseareattheheartofalltheydoandareinvolved
inalltheirworkandtoadoptinnovativeandcreativeapproachesintacklingprostatecancer.
They are led by a sense of integrity and independence in what they say and do. Their
collaborativeaptitudemakes themseekopportunitiesforpartnershipworkinginorderto
avoidduplicationofeffortorunhelpfulcompetition.Moreover,theyaspiretobeamodelof
goodpracticeandtoinfluenceotherorganisationstosustainpositiveactivitiesonprostate
cancer (The Prostate Cancer Charity, no date). They believe that men deserve
better,thereforetheystrivetohelpmentosurviveandenjoyahigherqualityoflifeby
fighting the disease with research, support and campaigning. The sense ofinjustice they
perceiveabouthowinadequatelyandinefficiencythebattleagainstthediseasehas been
foughtmakesthemworkincessantlytochangethestatusquo(MANifesto,2012).

Intermsofculture,astheemployeesarethereasonwhytheorganisationcanachieveits
objectives, Prostate Cancer UK tries to create a positive and friendly working
environmentwhere people are respected, valued as individuals and their differences, and
treatedandrewardedfairly(ProstateCancerUK,nodate).
MarketingExpertise
TheorganisationhasaCommunicationsdepartment,responsibleforallmediaandpublic

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relations,marketingcommunications,advertisingcampaignsandbrandmanagementwhose
director is Seamus OFarrell. Campaigning activities are under the responsibility of the
Policy and Strategy department and the Fundraising unit is in charge of the fundraising
activitiesandoftheeventsmanagement.Thedirectorsofthesefunctionsare,respectively,
MarkBishopandSarahCant(ProstateCancerUK,2012/13).

Agencyavailabilityandsuitability
Thecharityfoundationreceivesstrongsupportbymarketingagenciesthroughthedonations
ofmediaspace(Hall,2014).In2012,ProstateCancerUKwaslookingforacreativeagency
to handle its advertising account. It has since appointed MPH Creative Solutions to the
business(Batten,2012).In2012/2013,fortheidentityrefresh,theorganisationworkedwith
creative design professionals who created a new distinctive and vivid visual identity.
Furthermore,strategicorganisationalchangeadvisershelpedtoimprovetheunderstandingof
whattheorganisationdidwellandwhatcouldimprove.Digitaladviserswereresponsibleof
enhancingthewebsiteusability(ProstateCancerUK,nodate).

EXTERNALANALYSIS
KeyStakeholders
Stakeholders Importance
PatientsofProstateCancer Arguablythemostimportantstakeholderwhomthecharity
istargetinginordertoprovidehelpandsupport.
Competitors Eventhoughcompetitorscouldbeeveryotherregistered
charityintheworld,themaincompetitorsforProstateCancer
UKareotherprostatecancercharitiessuchas:
MerseysideProstateCancerAppeal
ProstateCancerResearchFund
ProstateCancerResearchTrust
TheChestnutAppealforProstateCancer
ProstateCancerSupportAssociation(Central
England)
(Gov.uk,nodate)

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Customers AvitalstakeholderforProstateCancerUKisthecustomers,
peoplewhoaregoingtodonatemoneytowardsthecharity.
Thisiswheretheirmainsourceofmoneycomesfromto
supportmenaffectedbyprostatecancer.
Employees EmployeesforProstateCancerUKcanbetheownerofthe
charityrightdowntothevolunteers.Employeesareimportant
asstakeholdersbecausetheyfindwaystogeneratemoneyfor
thecharityandgooutandgetdonationsetc.
Doctors/HealthSpecialists Thesepeopleoffersupport,guidanceandpotentiallyevena
cureforprostatecancer.Theyareavitalstakeholderthatplay
abigpartwithinProstateCancerUK.
Celebrities Celebritiesareahugestakeholderduetotheinfluencethey
haveonspreadingawarenessaboutthedisease.Footballers
likePaulScholeshavesignedupforMenUnited
(YouTube,2014)
Government Changesinlegislationcouldeitherhavealargepositiveor
negativeimpactonProstateCancerUKinthewaythey
operate.

CommunicationNeeds
ProstateCancerUKscommunicationneedsappeartobepredominantlyonline,including
socialmediaplatforms(FacebookandTwitter),aYouTubechannelwheretheypostrelevant
videoscreatingawarenessandspreadingtheworkofprostatecancer,andawebsitewherea
largeamountofinformationcanbefoundonthecharityandprostatecanceritself.Theyalso
haveafewcelebritiesworkingwiththemwhoholdaprestigioustitleintheworldofsport
andcomedywhomenwillrecognisesuchasPaulScholes(ExFootballer),BillBailey
(Comedian)andotherwellknownsportsmenandcelebrities.

SomeofthesecelebritieshavetakenpartinProstateCancerUKscampaignnamedMen
UnitedvsProstateCancer,aplayonwordswiththeinfamousfootballteamManUnited.As
asportmostmenlove,thisisurgingthemtounitetofightagainstprostatecancer.Theyhave
alsocreatedanadvertonYouTubeforthecampaign,currentlystandingat11,887views
(YouTube,2014).Thisisacheapbuteffectivewaytoproduceacampaignforthecharityto
increasetheirchannelsofmarketingcommunicationandspreadthewordofprostatecancer.
MovemberisalsoahugemarketingcampaignthatProstateCancerUKarepartneredwith.
AspartofMovember,menareaskedtogrowamoustacheandraisefundswhiledoingso
towardstochangethefaceofmenshealth.ProstateCancerUKarepartneredwith
Movember,whichisagreatwaytogetthecharitynoticedbymanymorepeople.Movember
alsoputonanumberofrunscalledRunningoftheMos(Movember,nodate)upanddown
thecountryinordertoraisemoneyandawareness.Beingpartofothercharitieslikethisisa
greatwaytoexpandyourcustomerbaseandcommunicatewithstakeholders,asanymancan
attemptMovemberbutitalsoasurefirewaytoraisefundsandawareness.
AspreviouslymentionedtheyalsooperateonFacebookandTwitterofferingsupportfor
victims,promotingthemselvesasacharityandsharinganyrelevantinformation.This,again,
isfreetousesavingmoneywhilstmarketingthemselvesandincreasingtheirchannelsof
communicationtotheirstakeholders.

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Political,Economic,SocialandTechnologicalOpportunitiesandRestraints
Political
OpportunitiesToreceivepositive
publicity,somepoliticiansmaydonate
moneyordosomeworkwithcertain
charities.Thiswillbebeneficialforboth
partiesinvolved.
RestraintsSomechangesinlegislation
mayhaveanegativeeffectonProstate
CancerUK.Forexample,ifthegovernment
weretoincreasetaxratesbyahigh
percentage,thiswillmeanthatpeoplewill
havelessdisposableincomeandperhaps
shyawayfromdonatingtocharitiesetc.
Economical
OpportunitiesNumerousfactorsof
economicopportunitiesmayinfluencea
charity.Forexample,ifwageratesincrease
andthecostoflivingdecreases,thenalot
morepeoplewillhavemoremoneyand
mightjustfeeltheneedtogivesomeofthat
disposableincometoacharity,inthiscase
ProstateCancerUK.
RestraintsTheimpacteconomic
opportunitiesorrestraintscanhaveona
charityisenormous.Inaperiodofan
economicdownturnforexample,suchas
therecession,peoplemayfeelthattheir
moneyshouldbesavedupandnotgivento
acharity.Somethinglikethiscouldhavea
detrimentaleffectonthewayProstate
CancerUKrunsandhowitgathersfunding.
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Social Technological

OpportunitiesIfmalesunderstandthe
possibilityandthreatofprostatecancerto
themselves,thentheirviewsonitmay
changeandtheymaystartdonatingto
ProstateCancerUK,orjustspreadingword
oftheworktheydo.Peoplesconsciousness
ofhealthcanhaveapositiveimpactforthe
charity.
OpportunitiesAdvancesinresearchfor
medicaltechnologymayhelpimprovethe
wayprostatecanceristreated,leadingtoa
cure.Thismayhavesomeeconomic
impactsforthecharityandthepatientof
prostatecancer,butwillstillhaveapositive
impactnonetheless.

RestraintsPeopleincertainsocialclasses
maynotfeeltheneedtocontributetowards
ProstateCancerUKiftheycannotaffordit
orarenotawareofit.Forexample,people
intheAsocialgrade(uppermiddleclass)
mayalreadydonatetothembyacertain
amountcomingoutoftheirpaycheck.
However,peopleinsocialgradeD(working
class)maynotbeabletoaffordornotwant
todonate.
RestraintsAspreviouslymentioned,the
costofnewtechnologies,especiallywithin
thehealthindustry,canbeextremelycostly.
Thiscouldhaveahugenegativeimpactfor
ProstateCancerUKasthey,orthepatients,
mightnotbeabletoaffordtousesuch
equipment.

2. MarketingCommunicationsObjectives

Campaignstart:June2015

1. Tocreateawareness:
Toraiseawareness(__%)of3050yearoldmalesbyJune2016.
Justificationoftheobjective:awarenessisfundamentalinthecharitymarkettoincreasethe
levelofknowledgeaboutthediseaseandtostrengthenthebaseforfundraising.
2. Toraiseinvolvementfrommen:
Toencouragemalesofallagestoactivelyengageinorganisedevents.
Justificationoftheobjective:organisingeventsthatmenlikeisthebestwaytoreachand
engagethembecausemenaregenerallylessapttoparticipateandtalkaboutdelicate
subjectlikeprostatecancer.
3. Fundraising:
Toraise8millionfromfundraisingtowardsresearchanddevelopmentbyJune2016.
Justificationoftheobjective:foracharityorganisation,moneyisimportanttosustainthe
researchnecessarytosavemoreandmorelivesandtoimprovethelifequalityofthepeople

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affectedbythediseaseintermsofbetterdiagnosisandtreatments.(manifesto)
4. Toinform:
Toinform1625yearoldmalesoftheimportanceofregularcheckupsandrecognisingthe
symptomsbydoublingtheparticipationononlinesocialnetworkpages.

Thecurrentnumberoflikesis25,000,theaimistoincreasethisto50,000byJune2016.
Themorepeopleareinformed,thegreaterthebattleagainstthediseasewillbebecausemore
peoplewillbeabletorecognisethesymptoms.

3. NatureofCommunicationsStrategy
Inordertoreachthedeterminedobjectives,itseemsappropriatetodevelopacombinationof
twotypesofCommunicationsstrategy.Firstofall,aPullStrategyisnecessarytogenerate
higherlevelsofawareness,encourageinvolvement,provokeamotivationandstimulate
actionwithinthetargetedgroup(Fill,2013).Inthiscase,toraisefundraising,infact,itis
essentialtomakepeopleinformedabouttheorganisationandallthepossibilitiestheyhaveto
contributetothefightagainstthedisease.However,atthesametimeitisimportantto
establishgoodrelationshipwithlocalcommunitiesandbuildastrongimageandreputation
soastoreinforcethecredibilityofthemessagesandinformationreleasedthroughthe
marketingtoolsandtoshowtherealeffortinthecampaign.Therefore,aProfileStrategythat
isawaytomaintaindialogwithstakeholdersandtobringthemuptodateregardingthe
advancementsintheresearch.Thisisbasedonmediarelationslikeeventsandpressreleases
thatcouldenabletoenhancethevisibilityoftheorganisation.(probablysomethingelse
shouldbeadded)whyhaventusedpush

4. TargetAudience
Notjustdemographiccharacteristics:lifestylesofthetargetaudiencethatis:
youngmalesforthesocialmediaandthefootballcampaigns:newtargetaudienceactive,
sportywholovebeingwiththeircommunityandhelpafairfight.(needmanythingstoadd)
adultsmalestoinformaboutsymptomsandtheimportanceofcheckins:traditional
audience.Theoneareusedtolisteningtotheradio,usedtospendtimeintocars.(findother
informationfromthe
website)https://yougov.co.uk/profiler#/Prostate_Cancer_Foundation/demographics

5. KeyMessages
#bearealmanfortheyoungpublicinsocialnetworks.
Topreventisbetterthantocure(wecanputthisontheradioadvertisingsandonthe
billboards)
Thebestformofattackisdefence!

6. MarketingTools
With an objective to unite males to actively interact with the charity, we
will set up organised events, where males can participate alongside

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friends or fellow members of their community. We will help participant to

set up local football matches (may it be with friends or work colleagues,
etc.) with 5-a-side teams, by providing fundraising packs. These will
include posters to advertise the event once finalised, collection boxes, t-
shirts. Where?? Main cities like London Cardiff, Liverpool, Edinburgh,
Belfast (others??). Sale of tickets for the matches for fundraising like 5 or
less?
We believe that focusing on the topic of football, alongside the Men United
campaign, is something of interest to our target audience and will
encourage involvement. Other events such as comedy nights and
concerts featuring popular comedians and musicians is a fun way to raise
money for Prostate Cancer UK, and can attract a wide audience of
different ages.
All these events will contribute to increase the visibility and image of the
organisation enabling a Public Relation campaign. (What else can we say
about it??)
These days, social media is such an important marketing tool that we feel
it would be beneficial to include it in the communications plan. Along the
same idea as the ALS Ice Bucket Challenge, we came up with the idea of a
Prostate Cancer UK Leg Wax-athon where males are recorded waxing
areas of their legs for the amusement of their Facebook friends, mention
about donating to Prostate Cancer UK, and then nominate their friends to
do the same (See Appendix B). This creates a buzz about the charity,
increasing awareness in a jokey way something we feel is very
important for the charity and the target audience.
In terms of advertising, the main platform will be radio. With an objective
to inform men about the symptoms of the disease and the importance to
regular check-ups and raise awareness, radio is a great way of reaching
our target audience. The radio is listened to by builders, lorry drivers, taxi
drivers, manual labour workers, plumbers, etc. all men on the go who are
likely to listen to Talk Sport or Radio 2. It seems an appropriate solution
because statistics show that in UK, 89% of the adult (15+) population
turned in to their selected radio station, not only while driving their cars
but also through digital platform like DVTV, online and DAB (Digital Audio
Broadcasting) (51%) and through mobile phones (45%) (RAJAR, 2014).
(Include facts/figures/statistics on radio advertising)
In addition, we have already established that the use of celebrities,
comedians and sportsmen are effective ways of targeting men and
increasing interest. Therefore, the idea of releasing a song for Christmas
2016 featuring these artists would be a way of fundraising and helping
towards the objective of raising 8 million by June 2016. The song would,
again, be jokey and catchy so that it is not taken too seriously, but
something that will hit home and make people listen. The song will be
available to download via iTunes or the Prostate Cancer UK website, at a
price of _____, to sustain fundraising. This decision to download this, rather
than to produce a CD, is that production costs will be lower, and we feel
the audience are more likely to make the purchase over the internet
rather than go out and buy a CD. In order to limit the costs of production,

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post-editing () it seems a good idea to work in partnership with the

Royal College of Music of Manchester that can make musicians, studios
and music programmes available to record the song. This will spread good
publicity for the College enhancing its reputation. The song will be
advertised in the radio ads.
(Mention budgets, figures, finance)
MarketingTool Advantage Disadvantage
Radioadvertising Enablesspecialised Absenceofvisualstimuli;
programmesthatattract Lackofimpact;
selectivenarrowaudiences; Highlevelsof
Mobilemediumthattravels inattentiveness;
withpeople; Requireshighlevelsof
Lowproductioncosts; frequencytoreach
Flexibility; acceptablelevelsofreach.
Needsanactive
imaginationofthelistener;
Enablesinteractivity
becauselistenercantalk
backthroughphone;
Highlevelsofpassive
acceptance
Excellentsupportmedium
SocialMedia Highlevelsofinteraction; Segmentspecific;
Possibleimmediate Slowdevelopmentof
response; infrastructure;
Lowabsoluteandrelative Highusersetupcosts;
costs; Transactionsecurityissues.
Tighttargeting;
Worldwideexposure;
Flexibleandeasytoupdate;
Measurable.
PublicRelations(Events) Highcredibilityofthe Lowcontrolbythe
message; organisationboutwhen,
Minimalabsoluteand whereandwhatmessageis
relativecosts; delivered;
Enablestheestablishmentof Riskofattractingthewrong
goodrelationshipswiththe public;
publics; Riskthatsomethingmore
Canreachspecific urgentisbroadcastedinstead
audiences oftheorganisations
Providesvisibilityand message;
reputationforthe Difficultyinmeasuringthe
organisation. outcomes.
Sources:Fill,C.(2013),MarketingCommunications(6thEdition),London:PrenticeHall(Chapters15,20,24)
7. MediaSchedule

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Campaign:June2015June2016
Costs:
http://www.radioadvertising.co.uk/costsRadioadvertising
http://www.customink.com/prices/ T-shirts (?)
When:
Socialnetwork:JulyAugust2015
Radioadvertising:AutumnWinter2015/Spring2016
Footballmatches:Spring2016

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 Page|16
MEDIA SCHEDULE
Activity 2015 2016
JuneJuly AuguS
se O
tptembc
eto
rbN
eo De
r vembc
ee Ja
rmben March
r uaryFebruary AprilMay JuneCosti
W4 WW
1WW4
23 W1
WW W4
23 WW WW
1 2 3 4
Social Media
1) Launch leg-waxathon Free
2) Post content (twice a week) Free
3) Movember social media content Free
4) Create Facebook Movember Advert Free
5) Launch Movember Facebook Advert 9,30
Radio
National
1) Radio Advert 160,
Local

2) Radio Advert - Football Matches 3,00

TOTA
L
172,


REFERENCES
Batten,N.(2012)ProstateCancerUKcallsmediapitch.BrandRepublic.[Online]
[Accessed:8thNovember2014]http://www.brandrepublic.com/news/1149714/Prostate
CancerUKcallsmediapitch/?DCMP=ILCSEARCH
BBCNews.(2010)WhathasMovemberdoneformenshealth?[Online][Accessed:10th
November2014]http://www.bbc.co.uk/news/health24581600
EleftheriouSmith,L.M.(2012)ProstateCancerdropsCharityfromnamebecauseof
negativeconnotation.BrandRepublic.[Online][Accessed:10thNovember2014]
http://www.brandrepublic.com/news/1138642/ProstateCancerdropsCharitynamenegative
connotations/?DCMP=ILCSEARCH
Fill,C.(2013)Chapter5:ManagingMarketingCommunications.InMarketing
Communications,6thEdition,London:PrenticeHall,pp.141172
Fill,C.(2013)Chapter15:PublicRelations.InMarketingCommunications,6thEdition,
London:PrenticeHall,pp.441474
Fill,C.(2013)Chapter20:TraditionalMedia.InMarketingCommunications,6thEdition,
London:PrenticeHall,pp.594619
Fill,C.(2013)Chapter24:MediaPlanning:DeliveringtheMessage.InMarketing
Communications,6thEdition,London:PrenticeHall,pp.709739
Gov.uk.(nodate)RegisteredCharitySearch.[Online][Accessed:16thNovember2014]
http://apps.charitycommission.gov.uk/Showcharity/RegisterOfCharities/SearchMatchList.asp
x?RegisteredCharityNumber=0&SubsidiaryNumber=0
Mintel.(2010)CharitableGivingUK.[Online][Accessed:9thNovember2014]
http://academic.mintel.com.ezproxy.mmu.ac.uk/display/538933/
Movember.(Nodate)RunningoftheMos.[Online][Accessed:17thNovember2014]
http://uk.movember.com/events/vieweventtype/type/running
ProstateCancerUK.(NoDate)OurMovemberfundedProjects.[Online][Accessed:11th
November2014]http://prostatecanceruk.org/getinvolved/movember/ourmovemberfunded
services
ProstateCancerUK.(2012/13)Annualreportandfinancialstatementsfortheyearended31
March2013.Unknownplaceofpublication.[Online][Accessed:10thNovember2014]
Availablefrom:http://prostatecanceruk.org/media/2140709/2034annualreport
2012_13_final_web.pdf
ProstateCancerResearchCentre.(NoDate)AboutUs.[Online][Accessed:9thNovember
2014]http://www.prostatecancerresearch.org.uk/aboutus/aboutus
RAJAR(2014)RajarDataRelease:Quarter32014.[Online][Accessed:8thJanuary2015]
http://www.rajar.co.uk/docs/news/RAJAR_DataRelease_InfographicQ32014.pdf
TackleProstateCancer.(NoDate)Whatwedo.[Online][Accessed:9thNovember2014]
http://www.tackleprostate.org/aims.php
The Prostate Cancer Charity. (no date) The Prostate Cancer Charitys 2020
Goals and 2008-2014 strategy. Unknown place of publication. [Online]
[Accessed: 10th November 2014] Available from:
http://www.twocanassociates.co.uk/perch/resources/files/PCC
%20strategy.pdf
Vizard, S. (2014) ProstateCancerUKshiftsmarketingfocusfromawarenessto
engagement.MarketingWeek.[Online][Accessed:7thNovember2014]
http://www.marketingweek.com/2014/01/24/prostatecancerukshiftsmarketingfocusfrom

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awarenesstoengagement/?nocache=true&adfesuccess=1
YouTube.(2014)PaulScholes,KevinSinfieldandMarkFlanagansignforMenUnited.
[Online][Accessed:14thNovember2014]https://www.youtube.com/watch?
v=N_dT5dvkQvc&list=UU8KAhtyYbXSMDyarDhrdTSA
YouTube.(2014)MenUnitedvProstateCancer.BillBaileyAdvert.[Online][Accessed:17th
November2014]https://www.youtube.com/watch?v=7yXCNKGiXoQ
http://apps.charitycommission.gov.uk/Showcharity/RegisterOfCharities/SearchMatchList.asp
x?RegisteredCharityNumber=0&SubsidiaryNumber=0

APPENDICES
AppendixAFinancialhistoryandoverview(2014)ofProstateCancerUK

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Source:TheCharityCommissionforEnglandandWales(2014)
AppendixBanexampleofthetshirtswecouldprovideforfootballmatches.

ShaunJones
HeresmyLegwaxathonforProstateCancerUK.InownominateJoeSmith,TomJonesandSam
Williams.RemembertotextDONATEto12345orgiveviatheirwebsiteatprostatecanceruk.org..
Goodluckguys!#waxathon#PCUK

AppendixCanexampleofFacebookinteractionandinvolvement.

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