TIKTOK

MARKETING CAMPAIGN

Parenting Special Children

Trauma Service via Big Give

PRESENTED BY: Georgia Charalambous

Pany Charalambous
GROUP 10 Zhenfei Pan
Jiashi Song
 CONTENT TABLE

Introduction, Problem & Focus 1 Marketing Strategy - Mix 4

Limitations 5
Target Audience 2
Plan for monitoring and 6
Campaign Objectives 3 evaluation

Roadmap 7
 INTRODUCTION

• Founded in 2006

• Designed to provide dedicated parenting support to

parents and carers of children and young people
with special needs

• Provides specialist services and is valued by

families and health, social care and education
professionals

https://
1
www.parentingspecialchildren.co.uk/
 CAMPAIGN PROBLEM AND FOCUS

Problem
• Difficulty of securing
sourcing income
Focus
• Marketing Campaign on TikTok
aiming to collect money for the
Trauma Service to publicise the
charity

1
TARGET AUDIENCE

2
 WHY THIS TARGET AUDIENCE?

• Before selecting the target audience, our group reviewed information and
conducted a comparative analysis.The final decision was made to choose young
adults as the target audience.

• Young adult, the third stage of the age group, are mostly at university level, a period
when students have a lot of free time at their disposal. And there is data to suggest that
people in this group spend a lot of time using smartphones.

2
 BEHAVIOURAL OBJECTIVES
Audience competing
Audience behaviors
Audience
Audience motivators benefits
barriers

• Defend their • Psychological

• Lack of knowledge
values benefits • Money spent on
• Ginancial entertainment
• Make their • Receive a message
difficulties
friendship stronger of appreciation • Money spent on
learning
• Heavy academic
• Give themselves • Giving back to the
workload
better reputation community • Money spent on
clothing

10
CAMPAIGN PURPOSE, FOCUS, OBJECTIVES & GOALS

Campaign Promote Parenting Special Children and help secure the reaching target
Purpose:

Campaign Create awareness and raise money for the Trauma Service via Big Give
Focus:

Behaviour The target audience deciding to donate money after viewing informative
Objectives TikToks

Knowledge An additional donation of at least £100 following the implementation of our group's
objectives programme.through TikTok during the month of April
MARKETING STRATEGY
 PRODUCT
Benefit of the campaign on both parts

Organisation will be financially Target audience will be

benefited from donations and have benefited with pshychological
increased awareness satisfaction
 PRICE

Increasing non monetary benefits:

• Thank you message
• Short clip of donors' contributions being put in
action
• Showing appreciation in different ways

Result:
Loyalty between two ends
 PLACE

Online - TikTok
• Most accessible platform
• Can reach people without them
following the page
• Free of charge
• Easy process of donating through
link for Big Give application
PROMOTION

Why TikTok?
• Persuasive communicaion
• Mostly used by people in the age of our target
audience
• Ranked as No1 app for entertainment
• Businesses use it to achieve certain goals
 PROMOTION
What should the target audience do?

What should the target audience know?

 PROMOTION
Two-sided message:
• "Recovery is a process. Make it
quicker!"
• Audience feeling like they are
receiving a benefit as well
Volunteer's responsibility:
• Promoting organisation's message
• Posting regularly
• Informing the audience on
organisation's activities
• Show how donations help the
organisation's actions
• Use popular hashtags to get more
interests
PROMOTION - EXAMPLES & IDEAS
LIMITATIONS

• Past performance • Absence of the right

• Clear mission HR
• Lack of time

• Technological Forces
• Economic crisis
• Cultural forces
• External publics
MONITORING AND EVALUATING PLAN
PURPOSE OF EVALUATION
 WΗΟ IS THE EVALUATION DIRECTED TO

People responsible for making marketing decisions Οther stakeholders

and strategies

• investors
• marketing managers
• partners
• executives
• board members
• business owners
 THE COMPONENTS TO BE MEASURED

Inputs Outputs Outcomes

Communication channels:
Media impressions Increasing knowledge
TikTok

    Donate change
 IDENTIFY METRICS & TIMELINE FOR THE
EVALUATION
Identity metrics Timeline

• Google Analytics • Before the campaign: Market research, analysing

• Social media analytics past performance data.

• Sarketing automation platforms

• During the campaign:Regular monitoring of
campaign performance.

• After the campaign: Analysing the data collected

during the campaign and comparing it to the
baseline established before the campaign.
IMPLEMENT PLAN
 REFERENCES
• Login (no date) rankingCoach. Available at: https://www.rankingcoach.com/customer/setup/keywords/2712021 (Accessed: March 7,
2023).
• Published by L. Ceci and 6, F. (2023) Global tiktok user age and gender distribution 2023, Statista. Available at:
https://www.statista.com/statistics/1299771/tiktok-global-user-age-distribution/ (Accessed: March 7, 2023).
• 20 essential TikTok statistics you need to know in 2023 (no date) The Social Shepherd. Available at:
https://thesocialshepherd.com/blog/tiktok-statistics (Accessed: March 7, 2023).
• Hochbaum, G., Rosenstock, I., & Kegels, S. (1952). Health belief model. United States Public Health Service, W432W8784
• Locke, E. A., & Latham, G. P. (2006). New directions in goal-setting theory. Current directions in psychological science, 15(5), 265-
268.
• 'Mobile phone addiction? It's time to take back control; With more than half of young adults admitting to excessive use of
smartphones, we look at the apps designed to break the habit' (2018) Observer [London, England], 27 Jan, available:
https://link.gale.com/apps/doc/A525303336/AONE?u=rdg&sid=summon&xid=7a1bba5e [accessed 28 Feb 2023].
• Leigh, D., 2009. SWOT analysis. Handbook of Improving Performance in the Workplace: Volumes 1 ‐3 , pp.115-140.
• Borden, N.H., 1964. The concept of the marketing mix. Journal of advertising research, 4(2), pp.2-7.
 Jiashi
TEAM EVALUATION

Pany

Georgia

Zhanfei