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Richmond Football Club Marketing Campaign
Richmond Football Club Marketing Campaign
Introduction
A marketing strategy is one of the most important elements in the success of many organizations globally. With marketing strategies, many organizations today are able to develop an overall business plan that is aimed at reaching prospective customers and making them the consumers of their key products and services. A well-developed marketing strategy enables organizations to achieve their short and long term goals which in many cases involve reaching a huge market based and making them the consumers of their products and service. In so doing, organizations are able to continue developing and growing in their respective fields. In addition through marketing strategy, organizations are also able to communicate and achieve a sustainable competitive advantage in the market over rival companies. Bearing this is mind, it is therefore clear that, marketing strategy is indeed one of the major factor that determines, the revival, success, growth, development, and survival of an organization in a highly competitive environment. However, while marketing strategy is considered a key important element in many organizations, it is imperative to note that there exist various factors such as audience, the positioning of the brand, social media, language, and brand used all which determine the successfulness of the organization’s campaign.
Social Media Campaign Target Audience
The Richmond Football Club, commonly known as the Tigers is an Australian professional team located in Richmond, Victoria and participates in the Australian Football leagues. Having suffered a tremendously low performance during their 2016 season, this performance made their club’s fans very angry and disappointed with what the team delivered (the case). In response to the poor performance attained , Richmond Football Club decided to adopt a marketing campaign to restore the despair and frustration felt by their fans during the 2016 season with an outlook of new hope and energy for the upcoming 2017 season. This is how much they owned to their fans due to their unwavering loyalty and unapologetic devotion to Richmond Football Club for generations. The aim of this is to be authentic and to acknowledge the past poor performance, while at the same time pointing to the future with excitement, energy, and better performance anticipation (the case). In addition the objective of the campaign is also to engage Richmond Football Club fans and encourage membership renewals, new acquisitions and re-connections, with the goal of reaching over 70 thousand club members for the 2017 season.
When focusing on the audience who in this case are the Club fans, promotion is major element that will make Richmond Football Club campaign of attaining seventy thousand club fans for the 2017 season a success. As Nurjaya et al. (2021) indicates, promotion involves the act of marketing an organization’s products or services directly to the consumers. It involves the idea of making your services and products known to the general public. In other words, for many organizations, promotion entails all the ways in which organizations are able to communicate with their clients about the organization products or services and how these products and services are to be acquired. In order to restore the despair and frustration felt by Richmond Football Club fans during the 2016 season, while aiming their goal of attaining seventy thousand club fans for the 2017 season a success is by promising better performance, while also refreshing the Clubs iconic slogan “Eat em Alive” reminding them that success is branded in their DNAs and its is passed from one generation to another (the case). In so doing, this will establish a re-connection that will enable the club to connect and communicate with the Richmond loyal, both old and young and as a result encouraging club membership renewals and new acquisition. This will be made successful through the use of different promotional strategies such as the use of advertising approaches like Search Engine Optimization (SEO), Television Advertisements and other social media channels such as Face book, twitter, and instagram.
Importance of Language and Image in Brand Positioning Campaign
Brand language is one of the major important elements in campaign positioning of a brand. Brand language is considered an important element due to the fact that it helps customers connect to the brand and its associated promise (Sallam 2016). Using brand language in a highly competitive environment is usually considered the perfect way for an organization to grow by turning clients (fans) away from rival competitors in the market. Therefore, using creative brand language to differentiate your organizations operations from others is one of the major ways of making a difference in a competitive environment. In the case of involving Richmond Football Club marketing campaign, language is considered an important factor in brand positioning due to the fact that it frames the whole experience for the fans who are its main clients. Through language, it tells the fans on how to connect and communicate with the club. In addition, brand language also tells the clubs fans what they can expect by continuing being or becoming its fans (Sallam 2016). In the case of involving Richmond Football Club, language assures the club’s fans better performance in the sense of having a future with energy, good anticipation, and excitement, if indeed they will continue being or becoming its fans.
Apart from brand language, brand image is another major important element in campaign positioning of a brand. While brand image is a common concept within many organizations, it is imperative to note that it involves more than just a logo which identifies an organization (de Run et al. 2012). In the world today, brand image is considered a mix of associations made by the clients on every interaction they have with the organization. Bearing this in mind, it is therefore important to note that image is an important element in positioning the brand on the consumers mind. Brand image is important in brand positioning due to the fact that it creates the recognition of an item (de Run et al. 2012). For instance in the case involving Richmond Football Club, their brand image involves their logo (the tiger) and their slogan (Eat em Alive). By using brand image Richmond Football Club is able to position itself as a strong club as the slogan suggests that can overwhelm or defeat is opponents thoroughly in the league.
Significance of Social Media Platforms
Different social media platforms such as face book, twitter, and instagram play a major role in ensuring that organizations are able to achieve their desired marketing campaign goals (Barker et al. 2012). In the case of Richmond Football Club, the use of social media platforms like face book, twitter, instagram, and other television adverts enables the club establish a re-connection that will enable it to connect and communicate with the Richmond loyal, both old and young and as a result encouraging club membership renewals and new acquisitions. In so doing, Richmond Football Club will be able to achieve its objective of reaching over 70 thousand club members for the 2017 season (the case). By utilizing social media platform marketing campaigns, Richmond Football Club will be able to easily improve its brand recognition. With social media platform networks, Richmond Football Club will be able to showcase its contents to its fans without any issues. For instance, through social media platforms, Richmond Football Club will be able to connect and communicate with the Richmond loyal, both old and young who in turn will be able to spread more information concerning the club to their networks. In so doing, Richmond Football Club through its industry partner Kojo would have improved Richmond Football Club’s brand recognition.
Apart from improving brand recognition, the use of social media platforms is also important as it creates room for more conversion opportunities (Barker et al. 2012). For every post made on social media platforms by Kojo on behalf of Richmond Football Club, there exists an opportunity for the club to convert countless numbers of new fans (the case). Once, the use of social media platforms becomes a norm, the club will find itself creating a following in which its interactions with the old fans, recent fans, and new fans, and the followers and friends of all these fans bringing new acquisitions to the club. Each clubs video or image posted on the club’s social media platforms can share the club’s opportunity for a curious reaction by a potential follower who may end up being a club fan. Therefore, by using different social media approaches, Kojo will be able to help Richmond Football Club establish a re-connection that will enable it to connect and communicate with the Richmond loyal, both old and young and as a result encouraging new acquisitions in the club. I so doing, the club will be able to achieve its objective and long term goal of reaching over 70 thousand club members for the 2017 season.
Apart from creating room for more conversion opportunities, is imperative to note that the se of social media network platforms is also important as it creates new insight on fans (Tafesse & Wien 2018). With traditional advertising involving the use of newspaper and billboards adverts, this crated a wall the target audience and the marketers. While the intended message reaches the targeted audience, it is clearly hard for the marketer to understand and know what different customers like and think about what the advertising campaigns.
By effectively using social media network platforms for marketing and campaigns Richmond Football Club is able to gain exceptional access to fans insight such as what they are interested in, their views on the clubs performance, and what kind of branding messaging encourages them through active listening of social media posts. For instance, through the use of social media platforms, the club might follower a fan’s comment in order to directly understand what they think about the club (Tafesse & Wien 2018). In addition, through social media, the Kojo on behalf of Richmond Football Club can build a segmented content syndication list that is based on the perceived fan interest and test the new advertising campaign in order to know what type of contents spark the highest amount of interests from the fans. Due to the fact that almost every social media network platform today has a special analytics tool, Richmond Football Club will be able to measure its fans click rates and conversations in order to better understand what doesn’t work and what works. In so doing, they will be able to approach any issues that arise at any given time.
By using the various forms of social media platform campaign strategies, Richmond Football Club will be able to communicate and connect effectively with its fans (the case). In response, the targeted audients (the fans) as well will use the same social media platforms established to air their views with their club. For instance, through the social media network platforms, the targeted audience (fans) will be able to provide their insight such as what they are interested in and their views on the clubs performance. In so doing, they will be able to engage with Richmond Football club marketing campaign.
Conclusion
In summary, marketing strategy is one of the most important elements in the success of many organizations globally including football clubs like Richmond Football Club. It involves a process of establishing a business plan within an organization that is aimed at reaching a target audience and making them the consumers key products and services. Bearing in mind that marketing strategy is considered a key important element in many organizations, it is imperative to note that there exist various factors such as audience, social media, language, and image brand used all which determine the successfulness of the organization’s campaign.
References
Barker, M., Barker, D.I., Bormann, N.F. and Neher, K.E., 2012. Social media marketing: A
strategic approach. CENGAGE learning.
de Run, E.C., Yee, T.C. and Khalique, M., 2012. It’s not just a brand name: The impact of
language on consumer attitude and behavior. International Journal of Research, 1(2), pp.47-56.
Nurjaya, N., Affandi, A., Erlangga, H., Sunarsi, D. and Jasmani, J., 2021. The Effect of Product
Promotion and Innovation Activities on Marketing Performance in Middle Small Micro Enterprises in Cianjur. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(1), pp.528-540.
Sallam, M.A., 2016. The impact of brand image and corporate branding on consumer’s choice:
The role of brand equity. International Journal of Marketing Studies, 8(1), pp.98-106.
The Case. https://kojo.com.au/case-studies/richmond-fc-2017-membership-tvc
Tafesse, W., & Wien, A. (2018). Implementing social media marketing strategically: An
empirical assessment. Journal of Marketing Management, 34(9-10), 732-749.
Health Care Provider and Faith Diversity
Health Care Provider and Faith Diversity
Name
Institution
Date
Abstract:
Health care provision and faith within the society are important to bettering lifestyles. This essay observes various aspects three faiths against the philosophy of Christians, which stipulates that healing comes from God, and faith in God heals them. However the administration of medicine is also encouraged through prayer. The faiths observed include: Muslims, Sikh, Buddhism and Christianity, prayer, meditation, and belief. It is important for society to learn about the values that other religions hold in regard to health care and faith diversity. This could be done through the introduction of handbooks for health providers.
Key Words: faith, religion, refute, health provider, medication, visualization…
Healthcare and faith are two aspects that for many years have affected the way of life of many cultures (Koenig, 2012). For instance, in the healthcare, each practitioner has the opportunity to interact with various persons from a variety of faith and therefore it calls for the acceptance of a diversity of faith expression during work and even after working hours. This assignment aims at providing a comprehensive: summary, comparison and contrast of three diverse faiths in regard to health care provision. The paper will compare the philosophy of each of the three faiths with that of the Christian perspective and provide a personal perspective. In addition to these questions to consider when researching the chosen religions are: What is the spiritual perspective on healing? What are the critical components of healing, such as prayer, meditation, belief, etc.? What is important to the people of a particular faith when cared for by health care providers whose spiritual beliefs differ from their own? How do patients view health care providers who are able to let go of their own beliefs in the interest of the beliefs and practices of the patient? Among others
During the provision or administration of health care to a Muslim patient, certain aspects are taken into consideration. For instance, under the Muslim law, a male physician cannot attend to a female and a female to a male patient (Koenig, 2012). This is because it is considered aboo to do that.
Equally, whenever a Muslim patient or a person dies, he or she is taken care of by people of the same sex (Koenig, 2012). In fact the Muslim place great emphasis on the purity of the bodily boundaries than any other faith (Komaromy 2004). Moreover, they treat the body with a lot of gentleness and keep it covered.
Seldom do postmortems take place within this faith as compared to the Christian faith, whereby a post mortem could be administered by the next of kin easily if need be (Koenig, 2012). The Muslims perceive postmortems as an approach of disturbing the bereaved families, and strongly refutes any disfigurement on the body (Koenig, 2012). However, the Sikh accepts postmortems to be carried out within their religion, but the removal of hair is not allowed, as it is seen to be sacred.
The Muslims also consider the use of medicines similar to Christians who also go to the hospital to consult health care providers and get treated whenever a disease or an ailment is plaguing them.
Another health care challenge a physician could phase is food belief. The Muslims’ faith permits them to only take in permissible foods, i.e. Halal rather than prohibiting foods, i.e. Haram (Koenig, 2012). This is because the Islamic rights refute the use of unclean-foods such as pork products, as well as meat that is from animals that they have not slaughtered (Komaromy 2004). Therefore, food which is an important part of healing could, only be administered in accordance with the Muslim rights.
However, in accordance with the Muslims faith, circumcision of young men is accepted, which is similar to the Christians, who believes that circumcision is ideal in accordance with their spiritual upbringing and the bible (Koenig, 2012).
Nevertheless, patients view the health care providers who are able to let go of their own beliefs in the interest of the beliefs and practices as persons who care for the welfare of the stakeholders being taken care of (Koenig, 2012). On the other hand, others view them as people who are unable to remain faithful to the beliefs of their faith, hence could lead other people astray from their doctrines.
Sikh is described as a monolithic form of religion that has its origins in India (Singh, 2011). The Sikh Spiritual perspective on healing includes the administration of medicine in hospices, which is widely accepted in accordance with their philosophy and teaching that stipulate: that helping others and putting other care before themselves is an ideal and noble approach in life (Singh, 2009 & Singh, 2011). However, there is only one limitation that makes it hard for surgeons and other practitioners to carry out medical treatment successful, i.e. the shaving of hair or cutting of hair on their body (Singh, 2009). Sikhs consider cutting of hair a taboo and lack of respect, which is contrary to the Muslim and the Christians who accept any form of surgery treatment, which may require cutting of hair in order to aid in the process of healing (Ellison, 2010& (Koenig, 2012)..
An assisted form of suicide or euthanasia is a strongly refuted practice among the Sikhs. This is because many of them believe that life cannot be terminated by an individual as it is against the will of God (Singh, 2011). Moreover, their perception toward life is that it is a gift that is given and should be protected dearly as the times of birth and death are best left to God.
In spite of the Sikh believing in treatment or healing through medicine, the practitioner is not allowed to disturb a patient when he or she is praying (Singh, 2011). This is because it is considered an important part of their faith, hence the physician would have to wait until they finish praying to administer a drug or care on the patient.
The Sikhs also greatly value their article of faith that consists of the five K’s (Singh, 2011). For that reason any physician or health practitioner ought to aptly regard these items with great respect, since they have a specific semblance to Sikh’s faith. For instance, the Turban protects the Kesh i.e. the hair and symbolizes holiness and strength, the Kangha is a wooden comb symbolizes the importance of caring for one’s body given by God (Singh, 2009 & Singh, 2011). Karas is a bracelet made out of steel it acts as a spiritual reminder of doing what is morally approved, and God not having an end, the Kachh is the underwear, which symbolizes chastity, Kirpann is the ceremonial sword that symbolizes spirituality and defender of good(Singh, 2011& Singh, 2009).
Nevertheless, the Sikhs seek after divine health through prayer to their God, which is similar to the Christian faith who seeks for divine Healing from God. The Sikhs believe that sacred words are important to a person as they bring about strength, both physically and spiritually in order to nourish their bodies.
In Buddhism, healthcare is an important aspect of life. However, there are some circumstances that may seem similar and different from the above mentioned faiths. For instance, the Buddhists regard mantras and medicinal remedies as an important part of the healing of a sick person, which is similar to the Christians who believe in healing from God, and the administration of medicine as another approach toward healing (Ratanakul, 2014 & Ellison, 2010).
On the other hand, Buddhists often use mediation (Bhavana) to seek peace of mind and create a healthier life, hence improving their health (Ratanakul, 2014). This is done by making the mind be at peace through performing Bhavana often (Ratanakul, 2014). In other words, spiritual health and mental health is highly obtained through being mindful, concentrating on moral aspects and observing specific precepts of trees and plants growth on earth.
Visualization is another aspect that the Buddhist contrary to the Christian religion who have faith in God to heal and use of medicines. The Buddhists use Parita a form of chanting that leads to a healing effect through the visualization of the Buddha (Ratanakul, 2014).
In conclusion, it is clear that many religions take heed of health as an important part of their lives. The religions mentioned above have their own beliefs and ways which they would deal with healing: moreover, how the religion stipulates, stand as information to the physician who administered medication to them.
Equally, it is important to note that the Christians’ philosophy of faith and healing is based on God and his wondrous ways of healing and medication is also included in faith healing (Ellison, 2010).
Nonetheless, it is important for society to learn about the values that other religion hold in regard to health care and faith diversity. This could be done through the introduction of handbooks for health providers. This would lead to the nation becoming educated on health aspects.
References
Ellison, C. G., & Hummer, R. A. (2010). Religion, families, and health: Population-based research in the United States. New Brunswick, N.J: Rutgers University Press
Koenig, H. G., King, D. E., & Carson, V. B. (2012). Handbook of religion and health.
Komaromy, C. (2004) .Cultural diversity in death and dying. Nursing Management – UK, 11(8), 32-36
Ratanakul, P. (2014). Dharma world, Health disease and healing: The Buddhist Contribution. Retrieved from http://www.rk-world.org/dharmaworld/dw_2008odhealth.aspx
Sign, H. (2009). Caring for a Sikh patient. Retrieved from http://www.covwarkpt.nhs.uk/aboutus/equality-and-diversity/Documents/Caring%20for%20a%20Sikh%20Patient.pdf
Singh, N.-G. K. (2011). Sikhism: An introduction. London: I.B. Tauris.
Stereotypes in Recitatif
Richardson 1
Dominise Richardson
Professor Kimberly Fain
English 132-12
November 19, 2019
Stereotypes in Recitatif
Stereotyping is a big deal in our society, although you cannot judge a book by its cover. A short story written by a phenomenal woman named Toni Morrison called Recitatif tells a story of a difficult friendship between an African American girl and a Caucasian girl. However, Morrison doesn’t tell us who is black or white. Twyla has this stereotypical mindset about people of different races. Toni Morrison is a well-known author that won the Nobel peace prize in literature. (Morrison 1) This story is an example of a renowned American writer for her investigation of black experience within the black community. Morrison makes the readers identify their perceptions about the race through the character development of Roberta, Twyla, and the surrounding relationship.
The short story is about two eight-year-old girls who met in an orphanage. At first, they did not get along, but they had no one else to make friends with; thus they eventually became friends. Both of their mothers had problems, and that is why they had to be brought to the orphanage. Twyla’s mother liked to ‘dance all night’ which probably indicates a love of party life, which led her to neglect her daughter. Roberta’s mother was also sick, although her sickness was not disclosed. At their young age, the children were very much aware of their different races. Twyla said that her mother would hardly approve of the situation of her sharing a room with Roberta, who happened to be “a girl from a whole other race.” (Morrison) The girls got to know each other, and they would spend a lot of time at the orchard. There were some older girls at the orphanage as well, and the younger girls were quite fascinated by them. The older girls would drink and smoke. One day, Twyla and Roberta’s mothers came to visit, and this is an excellent example of racism in the story. Roberta’s mother refused to shake Twyla’s mother’s hand because they were from different races (Goldstein-Shirley 102).
Later, when the girls were all grown up, they happened to meet by chance. Twyla was working as a waitress, but to her surprise, Roberta barely acknowledged her. A few years later, they met again and resumed their friendship. However, race reared its ugly head when the city decided to transfer children from schools based on their color. At first, Twyla did not understand, but she later came to see the real issue at hand. The protests around the school issue put a new strain on Twyla and Roberta’s rekindled friendship. In the end, they made up. Twyla was confused when Roberta said that Maggie had been black because she never saw it like that (Sklar 137). Maggie’s racial identity remains ambiguous throughout the story.
Stereotype plays an important role in this short story, as Roberta and Twyla are of different races. The girls Twyla and Roberta were brought together to stay at the orphanage because they both had issues with their moms. Twyla’s mother (Mary) danced all night while Roberta’s mom was ill. When they met, they didn’t know much about each other; however, they still did not get along. Mary tried to teach Twyla about the prejudiced of Roberta’s race. In the story, we learned while staying at the orphanage when they were younger, the two girls didn’t realize how much different how they would get treated when they got older. The story is quite confusing because Morrison does not reveal the racial identity of the characters, leaving readers to explore their own racial prejudices (Harris 107)
One example of stereotyping in the story is about hair. When it comes to issues of race, hair is one of the major things that people consider. When the girls first met, Mary told Twyla that people of Roberta’s race “never washed their hair and smelled funny.” (Morrison 201) From this statement, the reader is left to wonder what race Roberta belongs to. The textured African-American hair needs different care compared to Caucasian hair; thus the stereotype could apply either way. The two girls learned a lot of their stereotypes from their mothers. When the women came to visit their girls at the orphanage, the girls thought that the meeting would be good from them both. However, Roberta’s mother refused to shake hands with Twyla and moved away from them to the back of the line to the chapel. Roberta’s mother obviously thought condescendingly of Twyla and Mary based on their race.
When Twyla met Roberta after they were both married, she found out that Roberta lived in a wealthier neighborhood. Twyla thought to herself, “Easy, I thought. Everything is so easy for them. They think they own the world.” (Morrison 214) This is another example of stereotypes that suggest that one race tends to belong to a higher economic status than others. Twyla came to this conclusion after observing how well dressed Roberta was. At the end of the story, the two women argue about Maggie’s racial identity. While most people can look at a person and tell what race they belong to based on physical features, Morrison keeps readers guessing. Twyla remembers Maggie as white while Roberta says that Maggie was black (Morrison 225). This ambiguity suggests that stereotypes are formed in people’s minds, and most times, they do not relate to reality at all.
Stereotyping is when someone labels another based on appearance or how they carry themselves without knowing who they are or where they come from. Every young or older person is labeled either positive or negative stereotypes. Many generations before us have manipulated how we think as a collective group. Simply from the way we look at each other when someone enters the room, or from conversations around us. Most of our actions are influenced by stereotypes. These actions are inherited from parents, learned from peers, and even influenced by social media, which has become embedded in our everyday lives. Stereotyping causes stress and anxiety. People get drained of getting judged and disparaged all the time, which makes people isolate themselves because they are afraid to say something wrong or viewed differently. For example, people are surprised to see men cry or show their emotions. People have the idea that men should not express themselves. This is an example of stereotypes and generalization from our society. Judging people on things that’s beyond their control should be stopped. We need to overlook the issue of race, color and other stereotypes and instead focus on who someone is on the inside.
Recitatif is a story about stereotypes based mainly on race. Morrison never reveals the racial identity of the two girls, but readers can judge their own stereotypes when reading the story. The short story is set at a time when there was a lot of racial awareness and segregation, but the characters in the story could belong to any race. Many people are quick to judge others using stereotypes based on appearance, yet they do not take time to know the person. The day when Twyla and Roberta first met, Mary’s racial prejudice was apparent. Morrison does an excellent job of delving into stereotypes that are a big part of society. Based on their experiences and racial identity, readers are left to judge the identities of the characters.
Works Cited
Goldstein-Shirley, David. “Race/[Gender]: Toni Morrison’s “Recitatif”.” Women on the Edge. Routledge, 2018. 97-110.
Harris, Trudier. “Watchers watching watchers: Positioning characters and readers in Baldwin’s “Sonny’s Blues” and Morrison’s “Recitatif”.” James Baldwin and Toni Morrison: Comparative Critical and Theoretical Essays. Palgrave Macmillan, New York, 2006. 103-120.
Morrison, Toni, and Doris Lessing. Recitatif. Difusión, Centro de Investigación y Publicaciones de Idiomas, 2010.
Sklar, Howard. “What the Hell Happened to Maggie?”: Stereotype, Sympathy, and Disability in Toni Morrison’s” Recitatif.” Journal of Literary & Cultural Disability Studies 5.2 (2011): 137-154.