- The task
Your first assessment task asked you to reflect on and write about the concept of Value Co-
creation. There are a number of organisations that are known to have implemented this
concept successfully and it has been particularly incorporated into the not-for-profit or social
justice area of business. Read this article about how co-creation is the future for social
entrepreneurship. http://www.changemakers.com/co-creation
Also visit the Ashoka change maker’s website and in particular look at the projects that they
are associated with http://www.changemakers.com/co-creation. There are many other similar
sites such as ProBono Australia.
One Not-for-profit organisation, Promise or Pay, is looking to improve awareness of their
organisation with potential donors and also to ensure that they have positioned themselves as
a relevant and viable option for people to engage in social good. Specifically they are looking
for assistance with spreading the word about Promise or Pay through a variety of creative,
marketing efforts. In particular they wish to capitalize on social media, email oriented
campaigns and the planning of promotional activities to inspire positive social impact.
Promise or Pay has been selected into the INCUBATE program, an award-winning startup
accelerator and entrepreneur program and as such they need to develop their new marketing
campaign in the next 3 months. Visit their website for more information
http://promiseorpay.com/
What is Promise or Pay?
Promise and Pay believe that one promise can make a huge difference. Their vision is to
use personal promises to drive real, wide-scale social change. Their aim is to use the
nexus of mobile technology, online payments and behavioral science to inspire millions
of people from all over the world to be the best they can be and, at the same time,
encourage and facilitate millions of dollars in donations to charity.
As a very young social enterprise, volunteering is at the very heart of what they do.
They are committed to ensuring that anyone who gives their time feels valued,
understood and proud to be part of Promise or Pay. By volunteering with Promise or
Pay you people will change the lives of others by offering them an innovative tool to
achieve their goals and change the world for the common good.
Promise and Pay have commissioned you to provide them with some answers and advice in
relation to the following specific questions that ultimately will assist them to achieve their
goals.
1. Who should Promise or Pay target in their new marketing campaigns and how
can an understanding of the decision psychology of these target markets help
Promise and Pay to develop a profile of their various segments. In particular
how can Promise or Pay use this information to design marketing campaigns
that will encourage greater participation and interest by these groups in their
programs?
2. How should Promise or Pay position itself in this/these market(s), specifically
considering their brand values, competitors and value proposition?
3. How can Promise or Pay ensure a strong presence in the market through its
communication and social media strategies and specifically consider whether
and how co-creation strategies could be employed to gain competitive
advantage in this space?
4. Nominate one or two professional or corporate alliances that you would
recommend Promise or Pay should cultivate as potential investors and supporters of
the program and how are their needs and decision criteria likely to differ from that
of the consumer market?
Format
As Promise and Pay is looking for assistance in this program through the unitisation of a
range of creative marketing efforts, the format of this assessment is open for your own
creative interpretation as long as you address each of the specific questions using appropriate
theory from the modules studied in your course to date. You must provide an appropriate list
of references for any work you have cited in the submission. Your work will be judged on
the appropriateness of the communication style used and the technical elements of your
writing and the degree and completeness with which you address the specific content areas.