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IMC - Orange Shirt Day Table of Contents Maria Manuela). .......0.....cccccsceeeccsceseeeeceseececesesescesveesceseaeseseeaeseceeaesecseateecscassececesaneareaseseseeeeeseesenes 5 GO OGTAPNY: 00... eee cece cece ceseeeeeeceeeeceseeeseceeesececeesececeesececassececessececeavaneceaarscsesarceesersateeteereereees 5 De@MOQrapnics: -..o.. ee. ee cece ce cesee ce ceceeee cece eee cose eesceesaesecesaeseceaeeececersececaseecesaseetecessaneceeensceeeenee 5 SOCIOECONOMIC FACHOMS! ~..... eee ee eee es ceesesesesee cece eee eeenensneeeeceecesceensaeeteneeececececaesnsnsneneceteteseseas 6 PsyChographics: -......0... cece cceeeececeseece cece ce ceseaescessaeecesaescsesavseceeeesecesaveetecateeseceseteseseeteeeeeeneeaee 6 Behavioral factors: -.......0.0.0 cee A Collage of Pictures from the Orange Shirt Day Movemenl............0...0:.cceseceeeeeeeseeeeeeeeeeeeeeeeeees 7 Part D - Situational Analysis (Arlyn Basilio)............0.0..0c.c cece cece ee ceeeeeeceeee cece ceeceeeeeeeeeeteeneenees 8 Branding: -......... 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AMAly SiS... cece cece cece cece cece ceeeececeseececeseececeecacscesceccesecaeceseeececevecceceseececeseeseceteeneeneeneates 9 POMitICA: — ooo eee eee cee ceeeeeeee cece cee ce cece cneeeeeecececececeeavavaneceeececenaravanaeeeeecestneneseseseesanstneneeeseteaeets 9 ECONOMICAN: ~.... 2... eee cece eeecececeeeeeeeeeeee cece eeceeseseseececececeesvavavaeecesesenavavacsesceeeeeseteseaceteeetenearanes 10 SOCIOOGICANS ~.. 2... eee cece ce ceeee cece cee cece sesescesesesceeaeceseeeececeeeeseceesececeeeeceseeeececeeeneceeseveeteeneenes 11 Technological: ~............eecceceseceecesesescesesesceseeesesseeeseceeseseceeaesecscaesecscaseecscaseecsesesensceseaeeesseereateats 11 Part E — Determine the IMC Goals/Objectives (AYUD)...............cceceecceeeeeeceteeeeceteteceteeteceteeneenees 11 Communication Objection: 0.2... cece ee ceeeeeceeseeeecseeeeececeeeececeeeeceseeneceeseeeceesevceeeeeeeeeeaees 13 Behavioral ODjCCtIVE? eee cece cee ceee ce ceeee ce ceceecececeececesesee cesses ceseeeececeeeaeceseeeseeseeseeeseeseeneteats 13 PART F - Creative Strategies /Tactics (Maria Manuela). .......0......0.cccceseececeseeeeceseeeeceeeeeeeneneeees 14 REPETENCES. 0c cece ce cee cececee cece ee ees cece eecueeeseececececacecaesvanececececenavavavaneceseseusnensnsnesaacsesesatenaretaes 15 IMC - Orange Shirt Day Part B - Buyer Behavior (Maria Manuela) Orange Shirt Day Organization’s purpose is to create awareness of the impacts that the Indian Residential School had on the First Nation. The main mission of the organization is to teach people about this day and make a statement that “Every child matter”. Everyone wants to make a positive impact in the world, leaving their mark and helping to make history, and nothing better than helping fix Canada’s darkest history by donating. We believe that the services provided by the organization are intimately connected with the 5" state of Maslow’s Hierarchy of Need, the self-fulfillment, when the person is seeking for personal development, sense of purpose in life. This type of customer usually does information search about the products and services that they want to purchase, reading articles, talking to friends and personal experience. The first type of customer that we will focusing are those who either donate or become a volunteer. the public-school boards for kids, these young people must learn in their history classes about the history of Canada. According to Ministry of Education of Ontario we are talking about 3,954 elementary and 896 secondary schools, if all of those schools agree to join the cause, it is a great awareness that we are creating and we must not forget the parents of those kids, because of all the awareness created to the children they will go to their parents telling the history and making the parents reflect and as a nice gest, even if it is to show the kids that is important to help others, they will certainly make a donation to the Orange Shirt. Adding to that we believe that a potential generation that can be explored to support the organization creating awareness on social media and spreading the word, are the Millennials, they have this need of making a social change which is a target audience to focus on as well. We are talking about an average of 4 million people just in Toronto, with the average age of 15 years to 35 years old. As mentioned before the customer will always seek for information about the product or service. It IMC - Orange Shirt Day can be external and internal source. For Orange Shirt Day the main search is external, looking online for organizations to be part of (donate, volunteer etc.). Their institutional webpage is one of the main sources, which is not very effective because almost everyone nowadays is using social media as a research platform, so for our media strategy we are going to give a better focus on that, with imagery strategies to attract the audience. Part C- Target Market Analysis (Hugo Jose Antunes Junior, Ayub, Arlyn Basilio Maria Manuela) Geography: - The target populations for this project are the modern Canadians located across Canada. Our main focus will be across the province but specifically Canada’s biggest cities like Toronto, Montreal, and Vancouver. The reason that we have chosen these big cities are because of the population that they carry. Toronto city has a population of 2.93 million and its size is 630.2km whereas Vancouver has a population of 2.4 million with the size of 115 Km square, and Montreal has 4,196,000 with the size of 431.5km square (Population Stat , 2017-2020). Demographics: - We will be targeting generation Z (6 — 18 years old), millennials (18 — 34 ages), GEN X (35-50 ages), as well as baby boomers (51- 72), the reason we have chosen all this groups is, because it is important all age of people are aware of what happened. All races are considered a target apart from First Nation. We strongly believe that all race will support our cause, because Canada is such a diverse country and diversity is one of the many strengths we have as a country. 5 IMC - Orange Shirt Day Also, our focus will remain in those who have a family size of 3 and above with kids, it does not matter if they are married or single parent since the cause is emotional. The reason that we have chosen this specific family size is because they understand what their kids means to them and make them thin “what if it was my kids”. Indigenous women were raped and insulted by priests, which is why we will be targeting women’s in general and share this part of history in order to get the organization noticed even more. The girls and women who were in the era of inequality are much considered. Women and young girls are at the top of the priority list for the organization since they represented the most oppressed group, such as they are treated unfairly and they also face injustices. All of our target will be Canadian or permanent resident of Canada since it concerns them the most. Socioeconomic Factors: - When it comes to educational background, we will be going after any level of educational background since the main purpose of our organization is to make awareness about Indian Residential School. According to the 2016 Census statistics, 54% of Canadians at least have college or university degrees. However, we will get historians to come to our events to share about Indigenous history. Our targets are middle income ($30,00-$75,00) and high income ($75,000 - $150,000) families and it does not matter what occupations they are in. The reason that we chose this specific income earners is because we want them to donate for our service. Also, we will be going after low income families so they would volunteer with us. Psychographics: - We believe that our target customers value is a basic sense of humanity, because what happened in the Indian Residentials School were very unhuman. Since Canada is a country of IMC - Orange Shirt Day partnerships, when you’re seeking other funders, and when you’re looking to associate yourself with people in the field,” (Nathalie Kylander & Christopher Stone, 2012). The organization’s name, Orange Shirt Society, should make more strategies in building awareness to acquire more resources and build capacity to its donors. It is the language of the organization to sustain its long-term business purposes. The organization’s name, Orange Shirt Society, should make more strategies in building awareness to acquire more resources and build capacity to its donors. It is the language of the organization to sustain its long-term business purposes. The logo and the tag line of Orange Shirt Day, “Every Child Matters” reflects the core values of the organization. It is aligned to its commitment to recognize this people against the dehumanizing thing of the past and that no child should be taken away from its family. Competitive Analysis: - One of the direct competitors of Orange Shirt Society is the First Nations Child & Family Caring Society of Canada. This non-profit organization is the national voice for the safety and wellbeing of First Nations children and their families (First Nations Child & Family Caring Society of Canada, n.d.). This charity organization aims to provide pioneering work for reconciliation in child welfare, health and education in honor of the First Nations children. They (CBC News , 2016) use various social media sites such as Facebook, twitter, and Instagram to post their recent activities and some print ads such as newsletter to raise awareness about the services they provide in the society. They also use the broadcast and print media to release publicity to prompt cognizance of potential donors and purchasers of their premium items. (First Nations Child & Family Caring Society of Canada, n.d.) Another direct competitor is the True North Aid, a Canadian charity that is dedicated in providing practical humanitarian assistance on 9 IMC - Orange Shirt Day eight foundational stones of support. Similar to all the charity foundations and organizations, True North Aid uses the internet in promoting its services to raise the likability to be one of the beneficiaries of charity donors and become a partner of private or civic groups in and out of Canada. (True North Aid, n.d.). It uses its website to post ads and premium products. P.E.S.T. Analysis Political: - In an attempt to broaden people engagement to Orange Shirt Day, the society conducted numerous awareness campaigns which include civic activities and partnerships. Its advocacy is to be recognized as the First Nations Children who survived the residential schools. In 2015, Trudeau’s Liberals had made so many optimistic approaches to Canada’s Indigenous Communities. It has been sought through out since then if the Truth and Reconciliation has actually taken place. After his re-election in 2019, Justin Trudeau spoke with the leaders of the assembly of the First Nations. While many Indigenous leaders have agreed with Trudeau on the Liberals’ efforts, critics are confused by the government’s request for a judicial review of a ruling from the Canadian Human Rights Tribunal ordering the government to compensate First Nations children on-reserve who have been involved in the child welfare system. (National News, 2019). Trudeau was also asked about addressing incarceration rates for Indigenous people in Canada and said the solution involves investments in communities in areas such as housing, infrastructure and economic development. As the prime minister, Trudeau said that no relationship is more important than the one between Canada and the indigenous peoples. The first Liberal budget, in 2016, committed nearly $8.4 billion over five years to improving the lives and socio-economic conditions of Indigenous Peoples and their communities, which was hailed 10 IMC - Orange Shirt Day at the time as an unprecedented investment aimed at meeting high expectations. Trudeau has made some platform promises relating to Indigenous issues, including on health care and moving Indigenous communities off diesel power generation. Indigenous-led education has provided the opportunity for Indigenous peoples to create and run their own school boards. Economical: - The economy impacts the desire of people to donate because they are more focused on surviving before helping others. Because of the high unemployment rate recently, the situation is limiting Orange Shirt Day’s ability to raise money. However, because of its growth efforts, it creates more jobs for people who are seeking for either part time or full-time employment which contributes to economic progress. Economy setbacks such as the CN Rail Strike and the closure of GM’s Century old automotive plan in Ontario which caused over 2000 layoffs is just one example of impediments to Orange Shirt Society gain. Sociological: - Many studies show First Nations people in Canada are at the bottom of the social, economic scale with high rates of imprisonment, poverty, unemployment, suicide, addiction, health issues, and other social problems. People are more susceptible to stereotypes which conclude that the reconciliation for Canada’s indigenous people are nowhere else but with the downside of the people belonging to it. The charitable purposes are being compromised with the discrimination as well as the compelling grounds to gain the trusts of possible donors. On the other hand, people with the great understanding that the first nation people were deprived with their human rights in the past will respond positively to the government's desire to reconcile with the indigenous people and will take part in helping them through donations on charities like the 11 IMC - Orange Shirt Day activities across Canada. In conclusion we will be working toward our SMART goals and we will be making advertising so people will recognize us. Behavioral objective: We would like this communication to cause a repeat purchase, which in our case is going to be getting more donations from the new targets (parents, newcomers) and also return on investment by getting more people to volunteer. We plan to get $100,000 in 5 years. We plan to raise this money from people who are aware of our product by moving them up higher in position of the communication effects pyramid. Also, we plan to keep track of our achievement by reviewing the plan yearly so we can measure our achievements. The ration for these goals is to help Indian Residential school survivors and their families by increasing our product awareness and knowledge to new customers. PART F - Creative Strategies [Tactics (Maria Manuela) The organization focus is that every child matters, even if they are an adult, this day is to remember and celebrate the survivors of the time, thinking of that, the new slogan that we propose is “You Matter” embracing each and every one, heroes of their own story. The campaign will bring an emotional appeal to touch people’s heart and raise donations for the organization, money has a lot of dimensions and one of them is the moral, focusing on parents and future parents that will sympathize with the cause putting themselves in the place of the survivors who have gone through so much in residential schools, making them think “What if this was with my kids, or me?”. To create even more credibility in the campaign we are going to record testimonials of indigenous relatives in Toronto and international students telling why they joined the cause and why people should to, trying to persuade the audience to take action to our final 14 IMC - Orange Shirt Day objective which is raise more donation and volunteers to specific matters of the indigenous community. The reason to choose one student and one relative of a First Nation person is mainly because the connection they have to all the story making them credible and trustworthy to talk about the Orange Shirt Day. Based on what was discussed above our team came up with three creative tactics that will better suit the campaign, which are the testimonial style praising the organization, slice of life which represents a real life situation and our campaign will present the solution to that together with straight sell tactic, the call to action right away, using an informal appeal but with the focusing on one specific message, raising the donations and spread awareness. 15 IMC - Orange Shirt Day References CBC Kids. (2020, 01 01). From What is Orange Shirt Day: https://www.cbc.ca/kidscbc2/the- feed/what-is-orange-shirt-day CBC News . (2016, March 16). From A history of residential schools in Canada: https://www.cbc.ca/news/canada/a-history-of-residential-schools-in-canada-1.702280 Nathalie, K. (2012, 08 02). Stanford Social Innovation. From National News: https://ssir.org/topics/category/human_rights Population Stat . (2017-2020). From All Big Cities in Canada: https://populationstat.com/ Statics Canada . (2019, 08 09). From Census Profile: https://www12.statcan.gc.ca/census- recensement/2016/dp-pd/prof/details/page.cfm? Lang=E&Geo1=POPC&Code1=0944&Geo2=PR&Code2=35&Data=Count&SearchText= toronto&SearchType=Begins&SearchP R=01&B1=All&TABID=1 Statistics Canada. (2019, August 9). From Census Profile 2016 Toronto: https:/www12.statcan.gc.ca/census The Globe and Mail. (2017, November 6). From Why Reconciliation?: https://www.theglobeandmail.com/life/globewe/we-day-unit-3/article36824295/ Tony. (2020, February 5). Instagram Demographics That Matter to Social Media Marketers in 2020. From https://blog.hootsuite.com/instagram-demographics/ Truth and Reconciliation Commission of Canada. (2019, 02 19). From Government of Canada: https:/www.rcaanc-cimac.gc.ca/eng/1450124405592/1529106060525 16