This document contains a case study analysis of Christian Aid Week. It includes sections that evaluate Christian Aid's objectives, describe and appraise the platforms and messages used, analyze the available media, discuss strengths and weaknesses, and areas for improvement. The objectives were not SMART, there was a lack of marketing research, and opportunities for more digital activities and public relations. Overall, the analysis found that while the unified message and audience segmentation were strengths, more could be done with research, objectives, and digital strategies.

1. CHRISTIAN AID WEEK:
case study analysis
Fernanda S. Russo, Olya Dyachuk
Karim H. Hussien, Abiodun Ogundele
Lecturer: Dr Wilson Ozuem
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2. REASONS FOR IDENTIFYING
OUR TARGET AUDIENCE
• Select the right communication
channels
• To determine the type of message
required by this audience
• To deliver the right message that
allow sender- receiver- response
• Cost effectiveness channels and save
time
• Identify our target market enables us
to find opportunities and tap into them
• Access to information that will make
us focus on the audience.
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3. EVALUATION OF CHRISTIAN
AIDS OBJECTIVE
 Setting objectives is an important part of any plan.
 Without objectives there is no direction, measurement for success or
ability to focus on areas to improve in the future.
• Specific - should be definite and unambiguous
S
• Measurable - should be able to measure performance against target
M
• Achievable - should be attainable within the time bound
A
• Realistic - should practical and not be ambiguous
R
• Time bound- there should be a stipulated time bound
T
This allows to measure how well the set Marketing communication
objectives was achieved. (Fill 2006)
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4. EVALUATION CONTINUE
Based on our evaluation of 2005 Christian Aid‟s objectives, we concluded that
the objectives did not followed the SMART
principle which makes it difficult for us to measure whether the objectives
were achieved or not.
Objectives analysis:
• isn‟t measurable (% of income,
new donors and current
awareness)
• there is no previous numbers to
evaluate can it be achieved
• we can‟t appraise was it realistic
or no with a lack of previous
campaigns results
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5. DESCRIPTION AND
APPRAISAL OF THE PLATFORM
Description:
The use of mediums that are preferred by each cluster
aids and facilitates the channelling of the message to
the targeted cluster to ensure understanding and
reception of the message, that in return will ensure
awareness that will encourage donations to the cause.
Appraisal:
The use of suitable mediums (i.e. TV, radio, press and
internet) and Direct Mail, to target the preferred
segment, by mixing both the medium and creative
execution to the life style cluster, to achieve
maximum effectiveness and responses.
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6. DESCRIPTION AND
APPRAISAL OF THE MESSAGE
Description:
Multiplying is the core message being emphasised.
„You add--we multiply‟ is a clear and positive
message, through donations they could provide
stability for poor families, giving them the means
to secure a future, with the provision and skills
they need.
Appraisal:
By avoiding attracting target audience through a
guilt and patronising message, donators shifted
their interest to the cause, through witty and
careful use of humour.
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7. MEDIA AVAILABLE
What they used:
Medium Mass Market Chris Martin Joanna Lumley
Television National TV, Sky Sports, Travel, MTV, National UKTV History, UKYV Food,
Sky News Geographic, E4 UKTV Documentary,
UKTV Gold, UKTV Style
Press Broadsheet nationals, Big Issue, NME, Time Daily Telegraph, Daily
church press Out Mail
Radio XFM, Virgin Radio Classic FM, Premier
Christian Radio
Internet Virgin Radio online, Telegraph online, Times
XFM online, online, thisislonson.co.uk
thisislondon.co.uk, NME
online, Guardian online,
MSN, STA travel
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8. MEDIA AVAILABLE
What else can be used:
Outdoor Internet TV
Public transports Social Media (incl. Universal Chanel
networks, blogs)
Billboards Video channels (e.g. Itv
Youtube)
Viral content Chanel 4
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9. Marketing communications
IMC is more tactical than strategic in nature.
Positive points:
• Effectively constructed unified
message
• Brand differentiation
• Increase the level of trust
• Synergy effect
Negative points:
• Difficult response tracking, it‟s a
psychographic segment not demographic
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10. STRENGTHS AND
WEAKNESSES
S. W.
Deep audience analysis and post
campaign research Objectives definition wasn’t clear.
Audience classification
Lack of marketing research for
Right messages define a base level
Usage of Internet as a channel for
donations Lack of PR
Brand‟s differentiation
Lack of Digital activities
Advertising and Business results
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11. CAN BE BETTER
 Deep researches to define: brand
perception, TA, awareness.
 To set more concrete objectives, in
accordance with SMART.
 To focus on Digital.
 To use PR for the
Christian Aid Week.
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12. 06/25/2012 12

13. References
•Colin L, Donnelly R. 2009, Delivering Customer Value Through Marketing 1st edition,
Butterworth-Heinemann
• Lynne Eagle, Philip J.Kitchen, Sandy Bulmer, 2007 “insight into interpreting IMC: A two-
nation qualitative comparison” European journal of marketing, Vol.41 ISS: 7pp.956-970
•Paul B, Chris F and Kelly P. 2008, Marketing Insights, 1st edition,
Oxford University Press
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