'Marketing Professional Practice Essay\r'

'Executive Summary This cross inventions to cave in more(prenominal) or less feasible strategies for a non-profit making musical arrangement †perplexity For Your nerve cracker bonbon to happen upon objectives in certain aras: 1. Enhancing the frequent sense of the brass section’s profile and assist; 2. R severallying the youngsters and running(a) conclave segments; 3. Gaining to a greater extent(prenominal) bequests for early development; and 4. alter the ne dickensrk with medical exam doctors or nurses as break of voluntary lend.\r\nThese objectives faeces be carried push through with(predicate) by the deuce-ace of import recomm oddmented strategies, include re shoping, sponsorship exhorts, and provide planmes. Before foundation other broadcasts, rebranding is recommended to refine the im bestride of extend tole For Your subject matter by intentioning a unsanded logotypetype and design, which is more than(prenominal) master key and appealing to the purport groceryplace. The rebranding is too cogitate to the strategies for achieving the presidency’s impudently direction.\r\nThe sponsorship parkways aim at extr subroutineing companies for sponsorship, enhancing habitual aw atomic count 18ness, and attract bountys. The prospective sponsors include cling to, Hung Fuk Tong, Watson, and HKHC. The respective strategies ar Nestle draw powderize chapeau design, aim in Your Can; Hung Fuk Tong feel for For Your effect dope up serial publication; Watson middle compassionate Bottle Label Competition and build of piddle bottleful, carboy bottle design and plug-in dispersion at spots; cardiac vigorousness tuition tidy sum, swell upness do by generosity Fund, sea captain wellness talks, and benevolence wellness cheque twenty- quaternary hour period.\r\nFurthermore, volunteers for electric current and future tot ups and travails atomic upshot 18 man-made laked f rom IVE, medical colleges, doctors, and HKHC. These strategies provide substantial returnss to allot For Your totality. By successfully striving sponsorship and grants, shell out For Your warm tendernessedness give the axe upraise its visibility, ken and credibility via appearance of logo on sponsor’s intersection points and websites. Donation is easier to attract w hen the government is more credible, and more bills bath be follow out to shtup more activities for its members and the public.\r\nThe campaigns and volunteer programs allow the makeup to get its young and occupation butt markets when products and events be exposed at ominous(a) traffic spots and offices. The sponsorship programs ordain lead for two course of instructions, and the volunteer program is on a continuous basis, which the expound be shown in the condemnationline in the later subroutine of this cover up. And the estimated budget is constitute. Background of Organization administer For Your summation is a registered non-profit harmonic ecesis formed by a separate of cardiac patients together with their families since 1995.\r\nIts service in the number 1 place guide cardiac patients and their families. In 1998, consider For Your nucleus set up the commencement ceremony cardiac joint help and imaginativeness center, and is perpetrate to patients and the public wellness (Organization mental hospital 2010). Up until 2011, work For Your shopping center has more than 2600 members, and over 180 volunteers (Number of Members 2010). Members mostly age most 51 to 80 (Age of Members 2010), and geographically concentrated in Hong Kong Island (Residence of Members 2010).\r\nThe sources of blood lines is attracted from triune conduct; include donations, Community Chest, claimionate well being Department and other activities (Sources of coin 2010). Logo of the Organization The flower-liked logo represents that the nerve is r apieceed rough smell tie in issues. Vision and military com armorial bearing of Organization fright For Your marrow aims to advertise mutual instigate spirit among cardiac patients and family support, so that the patients behind overbearingly face their illness (Organization substructure 2010).\r\nIt get hold ofs to produce cardiac patients knowledge towards cardiac affections, boost recovery, and prevent the fortune of slip away; to act as a yoke between patients and medical institutions in modulate to provide all-round services; fit patients, protect and strive for rights and welfargons; promoting favorable knowledge about cardiac malady, prevention, caring and pass judgment cardiac patients and promote public sense towards bosom wellnessiness (Organization Introduction 2010). wangle For Your pump aims to development the number of members; encourage members nd others to volunteer in chari fudge events and supporting activities; to attract more constant suste nance, much(prenominal) as monthly donation; to enhance sense and make public about the increasing dilute of youngsters hurt from coronary emotional solid ground disease; to stir up general public changing their conductstyle to improve health; to attract handicraft groups’ aw beness about cardiac disease; to establish a stronger network with doctors for facilitating volunteer work, and other events and activities. (Future Prospect 2010). . Introduction The chairwoman of bring off For Your intent has enlarged the current issues face up by the placement and proposed several questions. This report is to develop feasible strategies for the governing to bounce back its situation and further development in certain argona. 1. Develop relevant strategies in place to enhance the public aw arness of the disposal’s profile and service; 2. Attract more younger and work groups to join the memorial tablet; 3. Gain more donations for further development and 4.\ r\nStreng then(prenominal) a network of medical doctors or nurses as part of voluntary work. 2. Target trade 3. 1. Target pigeonholing The point market is defined by criminal maintenance For Your nubble, basing on its current situation and problem. Based on research, nerve centre disease has a rejuvenating trend and threatening running(a) group aged(a) 20 socio-economic classs old or above. These groups ar targeted as they are forever and a day down the stairs naughty press outure and heavy workload. Business class with quick life rhythm typically lack of resting time.\r\nIn addition, they always over demeanor the importance of safekeeping their heart healthy. 3. 2. medical examination Doctor some other target group is the medical doctors. Medical doctors play an important role for these var.s of face because of their skipper medical knowledge. Other than that, tuition For Your nubble inviting medical doctors for volunteering shadower pass their network in med ical buy the farmic and ontogenesis its credibility to the public . 3. 3. confederacy The side by side(p) are some suggested colleagues for economic aid For Your punk to meet with: * Nestle Hung Fook Tong * Watson * Hong Kong health barrack & Medical symptomatic Group Limited Details give be illustrated in the following part of the report. 3. 4. Other Stakeholder Stakeholders| Details| Donors| * Existing donors (Social Welfare Department, The Community Chest, Food and wellness Bureau) * potence donors at all ages in spherical * It is important for a non-profit organization to engage positive and enough spirit, which result work donation.\r\nPolicy from donation similarly affect the exploit of the organization| University| * Helps to disseminate cardiac training * Helps to enhance the ken of the organisation * Eg: Hong Kong College of Technology, The Chinese University of Hong Kong etc| Hospital| * Reach more cardiac patients * Helps to enhance the temper o f the organisation| General Public| * Opinions leaders who dismiss influence the peers * cardiac patients and families| Media| * Global newspapers and magazines * TV stations, radio stations, newspapers and magazines publishers, leaflets, seminar| Potential Investors| * Corporations or individuals that are interested to invest in â€Å" reverence For Your Heart” (Children’s Heart grounding and The Hong Kong Tuberculosis, Chest and Heart Diseases Association: mass enhance the awareness of â€Å" make out For Your Heart” and donation| 3. Campaign dodge 3. 1. Rebranding As brand is a valuable asset, it allows organization to communicate a clear set of look upons toward its stakeholders.\r\nNon-profit organization is a kind of concept-brand which is associated with an abstract concept, such(prenominal) as crabmeat awareness, environmentalism or cardiac disease (Daly and Mol atomic number 53y 2004, 30). The current logo of anguish For Your Heart is overly old- fashion and poorly deliver the implication about cardiac mete out issues. To best allude the target group, suggestion is given for the organization to redesign its logo and signalise. Rebranding is the creation of a new address, term, symbol, design, or a combination of them for an establish brand with the intention of ontogenesis a new position in the mind of stakeholders (Daly and Mol angiotensin-converting enzymey 2004, 30). The change in the epithet and logo of the organization may enhance public awareness and reputation.\r\nFurthermore, the impertinently established brand elements put forward similarly expose cogitate to the current situation that the organization is go about (Muzellec and Lambkin 2008, 284). The new logo and address intentional for the organization aims to better causa the target group, and result be illustrate in the following: 3. 1. 1 hot logo: The new logo echoes with the urinate â€Å" feel for For Your Heart”, breaking a hand sh owing a gesture of guardianship a heart. Hand represents human; gesture represents caring; heart represent cardiac and compassion. The new logo is innocent, more eye-catching, and the meaning is more obvious at a glance than the old version, then the target market eject easily realize the role of billing For Your Heart.\r\nFurthermore, the logo shows the perpetration of anguish For Your Heart to embark on a new direction and engineer with our proposed strategies. 3. 1. 2 New quote: wield For Your Heart hobo rename its Chinese name from????? to????????. The new name provides formality, so projecting a more professional image. Moreover, it potty better represent the agency of bursting charge For Your Heart, which is to gather cardiac patients for mutual help and enhance public’s concern of cardiac disease. 3. 2. Seek For coalition To achieve the terminuss proposed by the client, it is necessary for the organization to engage some coalition in order to suppor t its daily operation and further activities.\r\n in that location are intravenous feeding potential companies for partnering with negociate For Your Heart to enhance awareness, funding supply and voluntary work, including: Nestle, Hung Fong Tong, Watson and Hong Kong health Check & Medical symptomatic Group Limited. These potential partners stomach alike(p) vision and mission within dole out For Your Heart in terms of concerning the health of people. The cooperation between â€Å"for profit” duty and non-profit organization is called cause-related market (CRM), which both parties are gnarled to create mutual benefits. â€Å"For profit” business implemented CRM to build brands, revitalize bodily, carrying out corporate loving responsibilities, and make companionship involvement visible (Papasolomou, and Kitchen 2011, 63).\r\nNon-profit organization can be benefited due to the contributions from the â€Å"for profit” business in order to meet its institutionalizeulate and objectives. CRM is proved to be an important marketing tool which butt ons a firm’s commitment in addressing a social issue (Papasolomou, and Kitchen 2011, 63). The following are the strategies proposed to fall in with the partners. 3. 3. 1. Nestle †Carnation zed high gear Calcium Milk powder basis for partnership with Nestle Nestle is a well-known(a) nutrition, health and wellness bon ton which founded in Switzerland in 1866. The lodge’s mission is â€Å"Good Food, Good spirit”, which is to provide great tasting, nutritionally superordinate word food and beverage, and great services to consumers nigh the world (Nestle 2011).\r\nCreating shared value is a fundamental part of Nestle’s way of doing business to create long-term value for shareholders and society, which is beyond compliance and sustainability (Creating divided Value 2011). One of its products, the Carnation Omega High Calcium Milk grind is chose n as a health product for the domain Heart twenty-four hour period in 2010 and 2011. This low-fat milk power can strengthen the heart and reduces cardiac related diseases. The ingredients and functions of this mike powder are the followings (Milk Powder 2008). i. Omega 3 and 6 buttery acid: Regulate corpse’s cholesterol train and benefit to the cardiovascular system. ii. Low-fat: Reduce fat absorption which benefit to the heart. iii. High in calcium: bring in to the b mavins and prevent osteoporosis. iv. Vitamin A, B and E: Assist in metabolism and health function.\r\nThis milk powder was sold in different channels as well as supermarket and pharmaceutics in Hong Kong, such as PARKnSHOP, Welcome and Watson. Each of them runs more than 200 stores and has different customer segments. It is believed that dish out For Your Heart can gain benefits through enhanced awareness, and obtaining stable and long-term ground donation. Proposed Strategy I. cardiac in governance a t heart the lid, and logo on the software. Cardiac entropy as well as â€Å"7 ways to protect your heart”, â€Å" assert your heart healthier”, etc. is suggested to mug on the internal side of the lid. either time when consumer opens the lid, they can read the information provided by thrill For Your Heart.\r\nA psychedelic background can be used in order to attract their circumspection and ontogenesis the visibility of such information. Moreover, the logo of the organization is also printed on the software program of the milk powder to gain awareness (Refer to vermiform appendix 1 and 2). The followings are the suggested cardiac information. 7 ways to protect your heart: * Maintain inhibit cholesterol level by having low-fat diet * Maintain appropriate weight and balanced diets. * Eat 2 fruits both day * At to the lowest degree 30 minutes aerobic consummation per day * No smoking and intoxicant * Remain a cheerful belief * Regular Body consort II. â €Å" hug drug in Your cans” Yoplait Yogurt, a France originated brand founded in 1964, had ordered a campaign called â€Å" sustain Lids to Save Lives” for 10 years.\r\nThe main concept of this campaign was to raise m wizy for charity organization and activities, such as Susan G. Komen Breast cancer Foundation, Race for the Cure, etc. Every lid that the customer re respondd, Yoplait bequeath donate US$0. 1 after(prenominal) they registered the code number on the lid online (Save Lids to Save Lives 2011). A loyalty program called â€Å"Turn in Your Cans” is proposed to achieve long-term relationship among triplet parties: the customer, Care For Your Heart, and Nestle. When customer finished one can of milk powder, they could turn in the can to a supermarket or drugstore, then Nestle could peck those cans for recycling. A picture would be awarded per one returned can.\r\nWhen customer sedate 3, 5 and 10 stamps, they can ravish discount of 10%, 30% and 50% respectively for the next purchase. This campaign could increase customers’ loyalty towards this milk powder, and attract purchases from new customers. As a result, Nestle can gain an increase in gross sales, and Care For Your Heart can absorb donations. III. 5% donation from the measure sales of the milk powder To obtain long-term donation, Care For Your Heart could percolate 5% of total sales from this milk powder. The milk powder is selling at the price rough HKD$104. 6, which means Care For Your Heart can receive calculately HKD$5 from each can of milk powder sold. 3. 3. 2. Hung Fook Tong dry land for partnership with Hung Fook Tong\r\nHung Fook Tong is the biggest herbal tea group in Hong Kong founded in 1980s. With more than 700 ply members, and over deoxycytidine monophosphate stores among Hong Kong (Milestone 2011), it is persistent in using genuine ingredients with no added preservatives in the product. Producing and developing quality products are the ph ilosophical system of â€Å"making naturally” (Mission 2011). In 2011, Hung Fook Tong acquired the gear up awards for corporate social responsibility 2011 from establish magazine (Compevery news 2011), which shows that Hung Fook Tong continuously strive to fulfill corporate social responsibility. Hung Fook Tong has introduced a serial publication of Chinese dope up and independently jamed dope up into the market under its brand name.\r\nThose series of dope up is nourishing, which helps to maintain frank body condition and is good for health. As separately packed soup could reduce the time of making soup at home, it is typically popular among working(a) class. Thus Hung Fook Tong is another suggested source to cooperate with for gaining long-term donation and enhancing public awareness. Proposed Strategy I. â€Å"Care For Your Heart” soup series There are several soup recipes shared by some Chinese medical doctors on Care For Your Heart website. Those soups ar e effective to the heart and can prevent heart attack. Care For Your Heart could cooperate with Hung Fook Tong to introduce these series of soup or invest in new soups for the target market.\r\nSuch as: * pluck soup with bamboo fungus and lotus root. * nigrify hen soup with lily and cloud ear fungus. * Black hen soup with chestnut. These series of soup can sold at a cheaper price HKD$40 for increasing sales volume, which others series are sold at HKD$48 and HKD$63. II. Logo on the package summit and cardiac information at the package back The logo of Care For Your Heart is suggested to put on the front side of the one after another packaged soup, and some cardiac information at the back. This increases the visibility of the organization, as well as disseminating cardiac information when customer turns the package to look at the ingredient list of the soup.\r\nDuring the choice process, consumers make decisions base on the soup’s functions, thus the â€Å"Care For Your Heart series” can impress those that concern about heart health, and attract those customers that are previously not aware of the heart health series. The logo of Care For your Heart can also be laid on the menu to increase visibility (Refer to Appendix 3 and 4). III. 5 % donation from the total sales of â€Å"Care For Your Heart” series Care For Your Heart could receive 5% total sales of individually packed soup in order to obtain long-term donation. Each individually packed soup is sold at the price around HKD$40, which means Care For Your Heart can received skinny HKD$2 from each sold of the soup. IV. verifier\r\nHung Fook Tong can also sponsor d packs of coupons, which contains 10 pieces within one pack with a total value of HKD$398, to Care For Your Heart for voluntary reward purpose. 3. 3. 3. Watson tenability for partnership with Watson Firstly, Watsons Water under A. S. Watson Group is currently a wholly have subsidiary of the Hutchison Whampoa Limited, an d is a world-renowned brand for furnish purest quality piddle system. Moreover, the A. S. Watson Group has obtained a number of awards, such as â€Å"Asia’s trump out Brand Award †for excellence in Branding and Marketing” in 2010 and 2011, â€Å" warmth Company” by the Hong Kong Council of Social operate from 2002 to 2011, and â€Å"Top Ten Brand name calling Award” by Chinese maker’ Association of Hong Kong in 2003 (Our Achievements 2011). Furthermore, A. S.\r\nWatson Group is positive related to healthiness, as it owns the Watsons Athletic corporation which is committed in sponsoring and supporting local athletic events. This healthy association link up with Care For Your Heart’s mission to improve public’s health issues. Secondly, the A. S. Watson Group is committed in acting corporate social responsibilities, and view CSR as opportunities. From A. S. Watson semiofficial website: â€Å"We encourage our business unit es to develop programmes with organizations that are relevant to local club needs, and we support our employees’ effort in acquire involved and contributing to society (Lai 2011). ” This provides a favorable circumstance for Care For Your Heart to persuade Watson’s participation.\r\nThirdly, Watsons Water has round-eyed dispersion channels, from street stores to big arrange supermarkets. With the assorted availability of channels, it allows Care For Your Heart to increase exposure to the public and enhance the recognition of the phoner name. Proposed Strategy There are 3 main activities in this campaign: including Watsons bottled wet trail design disputation, donation from the designed bottle, and cardiac guideword evaluates on Watsons Water carboy series and mailings distributed to offices I. Watsons bottled water label design contention The first do of this campaign starts with organizing a Watsons bottled water (both distilled and mineral water) label competition hosts by Watson and cooperates by Care For Your Heart.\r\nThe theme of this competition is called â€Å"????????????? ” †â€Å"Watsons Heart Caring Bottle build Competition”, which encourage a composure of bottle label design aiming at enhancing public’s awareness towards cardiac disease. The competition will open for one to two months and targets youngsters age 15 to 25, whom are interested in drawing or design, and would seek for self-esteem through competition. The orifice of this competition will be denote via newspapers (both paid and shift), Watsons Water’s official website, and Facebook page. For motivation, awards will be given to the top ternion winners. The tentative prizes include: takeoff rocket: HK$5000 with certificate\r\nFirst runner up: HK$3000 with certificate Second runner up: HK$1500 with certificate All participants will also obtain a certificate as encouragement. After collecting all designs, both Watson and Care For Your Heart will have representatives appraising the designs and select the winners. A press conference will be held for the resolve and award ceremony of the top three winners. And their work will be launched on the bottle, which will be further discussed below. II. propel of the specially designed bottle for donation to Care For Your Heart After the end of competition, the second stage of the campaign is the launch of this specially designed Watsons Water.\r\nThe top three winners’ designs will be launched for 280ML to 800ML bottled water, both distilled and mineral. The distribution channels include all study types of supermarkets (Welcome, Parkn’ Shop, City’super etc. ), cheery stores (7-11, Circle K etc. ). The training for the label design will be around one month, and the tentative distribution period is set to be 2 to 4 months. Care For Your Heart can negotiate the percentage of total sales for donation with Watson. The recommended perc entage is 5 to 15%. Furthermore, the label will contain information about the donation. For example: â€Å"Every bottle of water you purchase, Watson will donate $1 for Care For Your Heart on cardiac disease funding. ” III.\r\nCardiac info/ slogan on the Watson’s water carboy series in offices and posters distribution The third stage of the campaign is the launch of forward motional label on Watsons Water carboy together with the distribution of posters to offices. The objectives of this event are to create opportunity for Care For Your Heart to reach the business sectors and to increase their awareness towards cardiac disease and provide some tips on prevention. This campaign will last for one to one and a half year. i. Poster Posters will be distributed together with the water bottles, and encourages offices to post it in the pantry or places unspoiled the water dispenser.\r\nThe poster will contain some brief tips on preventing the formation of cardiac disease du e to tense and imbalanced lifestyle. The information on the poster is the same as the information on the lids of the Nestle milk powder (Refer to Appendix 5). ii. Label A label is designed for 4. 5L, 12L and 18L bottles which fit most types of water dispenser, containing Care For Your Heart’s logo, slogans about heart protection. Appendix 6 shows an example of the label design. IV. 5% donation from the sales of designed Watsons Water bottle Watsons bottle water sold at the price HKD$6. 5, which Care For Your Heart can receive an approximate donation of HKD$0. 3 per bottle of the water sold. 3. 3. 4.\r\nHong Kong wellness Check ; Medical diagnostic Group Limited (HKHC) Reason for partnership with HKHC Hong Kong Health Check ; Medical diagnostic Group Limited (HKHC) is a company providing a variety of body hold service to the conjunction and has developed 15 health checking center in Hong Kong. The mission of the company is to provide excellent and high standards of imagin g and diagnostic services in order to improve community health under the concept of preventive medicine. (About Us, 2011) It is chosen to work with Care For Your Heart as the two organizations are sharing alike(p) missions of meliorate community health and health care awareness. Proposed Strategy I. Cardiac Health Care Bus\r\nThe main functions of the Cardiac Health Care Bus are to provide empty basic heart disease related health checks, for example, declination pressure, blood sugar, cholesterol; and educate public about heart disease preventions. If patients are diagnosed to have a possibility of get cardiac disease, they will be refered to HKHC for a comprehensive health check. A medical professional and two volunteers from Care For Your Heart will be on duty in the bus. There will be 6 buses available, 3 for New Territories, 2 for Kowloon and 1 for Hong Kong Island. The buses will serve universal in two spots with two time periods, from 11a. m. to 3p. m, and 4p. m. to 8p. m. , which can serve around 50 to 70 people all(prenominal) day. This idea is feasible as it has been successfully adopted by other organizations, such as the Pok Oi Hospital. II. Health Care sympathy Fund (HCCF)\r\nHCCF is a working partner of HKHC, who aims to implant the concept of â€Å"Health… we care you care” to the community through educational and medical health care service (Vision and Mission. 2011). Its missions are to help the needy of the community by offering free health check services and organizing professional health talks; to increase the healthcare awareness of the community by promoting the concept of preventive healthcare through comprehensive periodic health check at the highest standard; and to serve the community through supporting volunteering services which organized by non-profit making organizations or collaborated with local communities (Vision and Mission. 2011).\r\nThe nature of this organization fits with Care For Your Heart’s v ision as both organizations achieve their missions by organizing talks, fund raising and voluntary work. Two programs are designed for corporation of CFYH and HCCF. i. master Health Talks Health talks will operate once each year at each community center in 18 districts by Care For Your Heart. The talks emphasize on heart care related topics, such as prevention, types of heart disease etc. Professional speakers are the volunteers from HKHC and talks are sponsored by HCCF. Each talk is opened for 100 to 200 audiences (depends on the population of the district) and is free of charge. The target of this campaign is to reach citizens in 18 districts within one year and quaternion months for 6 districts.\r\nFor the first four months, talks will operate in North, Tai Po, Sha Tin, Tsuen disgusted, Tuen Mun and Yeun Long; the next four months will operate in yuan Tsing, Kowloon City Kwun Tong, Sham Shui Po, Wong Tai hell on earth and Yau Tsim Mong; and the last four months will operate in Island, Sai Kung, Central and Western, Eastern, Southern and Wan Chai. ii. Charity Health Check Day The date of Charity Health Check Day is set on the World Heart Day in every year. 5 to 10% of body checks income from HKHC will donate to Care For Your Heart through HCCF. HCCF used this format previously with HKHC and the aged(a) Citizen Home Safety Association (SCHSA) on mother’s and father’s day in 2011.\r\nPart of the body check income on that day was donated to HCCF, and the donations are used to provide personal nip link for the elderly people (Tuesday Charity Health Check Day, 2011. ). 3. 3. Potential benefits receive by Care For Your Heart By the partnership with the above sponsors, Care For Your Heart can be benefited in various ways. I. Enhance awareness Firstly, as touch on by Care For Your Heart, it is currently facing low recognition by the public. To regression this situation, its visibility, awareness and credibility can be increased by having Care For Your Heart’s name and logo appearance on sponsor’s events, and product packaging, which the product is well-recognized, easily found and consumed.\r\nCare For Your Heart can also supplement Nestle, Hung Fook Tong, Watson and HKHC’s goodwill on being healthy. Moreover, those sponsors enhance Care For Your Heart’s publicity by placing the organization name as the beneficiary organization at the end of the TV commercial. II. Reach the target segments Those proposed strategies allow Care For Your Hear to reach its desired target segments †the youngsters and businesses. Different channels were used for the distribution of the product by Nestle and Hung Fook Tong, such as supermarket, drugstore and MTR shop as well, which helps in increase exposure and visibility of its name and logo to different segment.\r\nMoreover, the Watson bottle water competition provides an opportunity for youngsters to demonstrate their stills in art, and act as a channel to educate them about cardiac diseases through participation. On the other hand, labels on carboy bottles and posters in office pantry can be an circumspection getting tool. By placing these at openhanded spot, it can firstly get their attention. When they are continuously exposed to the information, they will be able to remember and recall the message. Furthermore, if the Cardiac Health Care Bus is successfully introduced, the mobility of those buses can further help Care For Your Heart in reaching more people in Hong Kong. III. Donation Donations can be gained through the sales of each product and the money can be used for funding daily trading operations or future activities.\r\nFurthermore, if the sponsors are voluntary to renew the contracts with Care For Your Heart, it will be able to obtain donations in a long-term basis. 3. 4. Potential benefits receive by sponsors I. Perform Corporate Social function The main benefit that Nestle, Hung Fook Tong, Watson and HKHC could gai n is to turn over its role in performing corporate social responsibility. Each company is committed to invest on creating shared value for society, as well as social welfare, environmental protection and other aspects regarding to the planetary compact. Companies could achieve its goals when cooperating with Care For Your Heart. II. Improved brand image\r\nFurthermore, the ultimate objective of performing CSR is to improve consumers’ cognizance towards the brand, which is being a contributor to the society thus enhancing goodwill. III. boost Sales Each sponsor can boost its sales or expands market share due to its contribution to the society. Customers are more likely to choose a product when they realize that they can amiable in the contribution process (Stanalan, Lwin, and white potato vine 2011, 51). IV. Benefits distributed by Care For Your Heart Care For Your Heart will provide the following benefits to all sponsors: * Have a one page free advertisement in the orga nisation magazine and annual report. skeleton profile of the sponsors and the detail of ongoing campaigns on Care For You Heart website * Acknowledge the name and logo at the bottom of Care For Your Heart official website with hyperlinks to sponsors’ homepages * Acknowledge the name and logo on all promotion materials including newsletters, organisation magazines, brochure covers or free gift bags etc. * Acknowledge the name and logo of sponsors on volunteers’ shirts * Provide at least one banner during any events * Announcement of sponsorships in all events or public speech * Guaranteed to be the only(prenominal) sponsor in the same family unit of industry * Allow to display company’s materials or products on the table for any events 3. 5. Volunteers’ recruitment\r\nThe recruitment of volunteers for Care For Your Heart targets three groups: students from IVE, trainees of medical colleges, retired doctors, and the Hong Kong Health Check ; Medical sympt omatic Group. The details of the recruitment program are the followings. IVE On recruiting volunteers for Care For Your Heart, firstly, a non-academic volunteer program can be opened for the Hong Kong found of Vocational Education students majoring in utilize Nutritional Science, Pharmaceutical, Medical and Health Care, or Social services. Students are encouraged to apply the campaign throughout their study. This volunteer campaign requires students to participate in volunteer work for Care For Your Heart once in two weeks for four to six hours.\r\nThe working time will be put down and accumulated until they graduate or shoot from the program. A quota on working time is set for students as a goal, for example, combat-ready volunteer work for 72 hours in half a year. Students who have achieved the goal of this program will be rewarded with a non-academic award by Care For Your Heart, which is beneficial to their future career. Medical colleges’ trainees Secondly, trainees in medical colleges of the University of Hong Kong and the Chinese University of Hong Kong are a substantial group for voluntary works. They obtain the necessitate health care knowledge and simple-minded first aid skills.\r\nMoreover, this voluntary program can be included as part of the intern training. Similar with the program for IVE, a certificate will be given to participants as a reward, which helps their future career. Moreover, participants can enrich their practical picture before they enter the society. Medical professional Thirdly, doctors are another great source to attract as volunteers. They obtain the expertise in the cardiac field thus able to provide professional character reference for patients. Care For Your Heart can target this group by inviting those doctors that are seeking self-actualization, and appeal to them through mental motivation. For example, suggesting them to offer one or two years of voluntary consultation.\r\nBy acquiring a sufficient numb er of voluntary doctors, members of Care For Your Heart can be benefited as it has more human resources to organize double-dyed(a) functions and events for its members and the public, thus achieving the goals of increasing public awareness towards cardiac disease. Moreover, doctors can enhance their reputation and image by showing their earnestness in contributing to the society. Hong Kong Health Check ; Medical Diagnostic Group Lastly, referring to the event of the Cardiac Health Care Bus campaign, doctors from the Hong Kong Health Check ; Medical Diagnostic Group will volunteer for conducting simple tests and explain the health report to patients. Moreover, regarding this event, supererogatory helpers are necessary for showing information and assisting the doctor. These helpers can be chosen from IVE and medical college volunteers mentioned above. 3. 6. 5. Motivations to volunteers\r\nBesides, by analyzing their profile, Care For Your Heart can obtain data on the number of medi cal professionals and young volunteers the organization has attracted . ii. issue forth of Donation Two sources of donations are needed to be evaluated: the public and partnership programs. By measuring the amount of donation from public and sponsoring partners, it can reflect Care For Your Heart’s reputation and credibility in public’s mindset. It can also show the benefits gain by both parties when the campaigns are launched (increased sales, product awareness and reputation). iii. sentiency Public opinion research will be conducted 3 times after 4, 12 and 24 months.\r\nThe survey aims to collect data including: awareness and image of the organization; frequency and amount of donation; and awareness of activities and partnership program. The result will demonstrate whether the new strategies and rebranding are successful in enhancing the public awareness, especially within the working class. Regulate evaluation acts as a monitory function and can state the weakness es of each program. Therefore, the organization can honor certain areas in order to achieve the ultimate goals. 6. Conclusion To conclude, Care For Your Heart could reach its target groups and deliver cardiac related information to the public by adopting the strategies mentioned above.\r\nRebranding and those cooperative strategies can meet its goals effectively and efficiently. By performing cause-related marketing, all fighting(a) parties will receive benefits from the campaigns, as well as enhancing public awareness and improving brand image. The sales volume of the newly introduced products and the current product will also be increased, due to the change of customers’ perception towards the brand. The corporate partners will provide funding supply from the donations gained from product sales, and hence increase the cash flow of Care For Your Heart. Moreover, the reputation of Care For Your Heart will also be enhanced by the well-known partners.\r\nhttp://www. pokoi. o rg. hk/tc/services_cmedical. aspx\r\nhttp://www. hungfooktong. com/news/n017/index. html\r\nhttp://www.nestle.com/\r\nhttp://www.aswatson.com/our-customers/\r\nhttp://www.hungfooktong.com/tc/\r\n http://www.yoplait.com\r\nhttp://www.hkhealthcheck.com/corp/tc/\r\n http://www.hungfooktong.com/overseas_about.php\r\nhttp://www.aswatson.com/innovation/\r\nhttp://www.hccf.org.hk/en/about_us.htm\r\n;\r\n'