Question 1 - Provide a brief background on Australia for UNHCR business model. What were the main reasons for Australia for UNHCR's decline in donations prior to commissioning Sparro to assist them? Critically evaluate Australia for UNHCR marketing strategy prior to hiring Sparro. 

 

Question 2 - The case study describes the success of Sparro's marketing communications (MC) campaigns for Australia UNHCR. Discuss the marketing communications campaigns that were used and whether they were integrated or not.

 

•  Identify and critically evaluate the Promotion Mix elements employed in these campaigns. 
• strong  and detailed connection to as many of the promotional mix elements found

Question 3 - Consider the Promotion Mix elements you identified in Question 2. Name and elaborate on the various communications tactics/tools within each Promotion Mix element that were utilised across the campaigns. For example, if you identified that one of the Promotion mix elements used was Sales Promotions, what specific types of Sales Promotions were implemented? 

 

Question 4 - Using the theories, principles and frameworks taught in this unit, demonstrate the connection between specific Promotion Mix elements and Marketing Communications tools used. Consider the communications and marketing objectives achieved using at least two (2) models or analytical frameworks covered in the unit to support your answer. Hint: You are expected to demonstrate knowledge about how the applied Promotion Mix elements, discussed by you in Q. 2, and the tactics/tools associated with each one of them (Q.3), were able to produce tangible results for Australia UNHCR. Analytical tools and frameworks such as the Consumer Decision Making Model, Hierarchy of Effects Model, Alternative Response models, The Communication process model, Consumer Motivation and Perception processes, just to name a few may be considered. 

 

Question 5 - Discuss issues associated with the common good related to the design and implementation of marketing communications. Provide specific examples of the nexus between common good, environment and society, and marketing communications programs. Provide two examples of how Australia UNHCR incorporate the common good in their marketing communications campaigns. 

 

Question 6 - Identify and discuss potential ethical marketing communications challenges and/or problems in this case study? Has this impacted the Australia UNHCR brand or has it strengthened it? Explain your answer by providing an in-depth evaluation using the marketing communications concepts taught in this unit. Provide recommendations on how to avoid and manage ethical breaches by using various marketing communications concepts.

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Australia for UNHCR Gateway to a better life: how a multi-touch point strategy led to life-changing support for global refugees. Case Study written by Saman Kazmi Digital Team Lead at Sparro, Australia. UNHCR Sparro has been assisting the UNHCR's national partner, Australia for UNHCR in global emergency response since the start of 2020. Our first campaign with Australia for UNHCR (A4UNHCR) helped them rapidly pivot their digital strategy to maintain a share of voice amidst the world plunging into a global pandemic right off the back of Australia's worst bushfire season on record. Unfortunately, the challenge of staying front of mind continues to evolve as more disasters arise all around the world. With face-to-face charitable fundraising, major events, door-knocking, and sign-ups shut down due to COVID-19, having a strong digital presence became even more paramount for A4UNHCR to continually advocate support for refugees globally. How do you reach the right audience when all charities and new crises are fighting for the same digital spotlight? Australia for UNHCR Gateway to a better life: how a multi-touch point strategy led to life-changing support for global refugees. Case Study written by Saman Kazmi Digital Team Lead at Sparro, Australia. UNHCR Sparro has been assisting the UNHCR's national partner, Australia for UNHCR in global emergency response since the start of 2020. Our first campaign with Australia for UNHCR (A4UNHCR) helped them rapidly pivot their digital strategy to maintain a share of voice amidst the world plunging into a global pandemic right off the back of Australia's worst bushfire season on record. Unfortunately, the challenge of staying front of mind continues to evolve as more disasters arise all around the world. With face-to-face charitable fundraising, major events, door-knocking, and sign-ups shut down due to COVID-19, having a strong digital presence became even more paramount for A4UNHCR to continually advocate support for refugees globally. How do you reach the right audience when all charities and new crises are fighting for the same digital spotlight?