Use this URL to cite or link to this record in EThOS: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.570873
Title: Strategic marketing, communications and design management in the Third Sector
Author: Haddow, David
Awarding Body: Glasgow Caledonian University
Current Institution: Glasgow Caledonian University
Date of Award: 2012
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Abstract:
There are well over 200,000 registered charities in the UK, creating a crowded and unique marketplace. There is a strong sense amongst supporters of what it means to be a charity; a compassionate, ethical, and honest organisation that raises money for the good of others. Alongside these core values however, there are other key factors that can distinguish one charity from another. It is paramount that a charity works hard to develop and convey these factors through strategic marketing, communications and design (as a business would) in order to effectively deliver its mission, values and beliefs to target audiences. ~'.., • • .,... •• i Street League is a national charity organisation whose mission is to transform thelives of disadvantaged young people through the power of sport. The organisation uses football in particular as a tool by which to engage with individuals from disadvantaged and difficult backgrounds. Through a structured curriculum of football and employment support, Street , League then progress participants from these unique programmes, directly on to further education, training or employment opportunities. In 2009, Street League sought to improve and expand services nationally however, in order to support their operation, they needed to remain attractive to potential service users while communicating their message and successes to existing funders, partners, employees and the media. In addition to attracting new participants onto programmes, Street League wanted to improve the sustainment of relationships with existing participants for a duration long enough to make a difference to their lifestyles and social behaviour. The charity felt it was important that they responded to the needs of the young people they worked with by communicating in new, exciting and accessible ways. The charity understood that a strong brand identity and innovatively designed communication material could support their business goals, but possessed neither the design skills nor the resources necessary to develop, execute and evaluate complex integrated communication applications and marketing strategy. The charity required an internal understanding of marketing, communications and design and how it could contribute to individual elements of the business in addition to wider organisational objectives. The Knowledge Transfer Partnership (KTP) between Street League and Glasgow Caledonian University was established in order to facilitate and manage the internal and external resources necessary to develop an integrated communications and marketing strategy for the charity. As the 'KTP Associate' and Street Leagues' Communications and Marketing Manager, the author was responsible for the management of the partnership, the coordination of the two year project and the delivery of all strategic output. Strategic: Marketing, Communications and Design Management in the Third Sector I David Haddow II
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID: uk.bl.ethos.570873  DOI: Not available
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