Table of Contents

1. EXECUTIVE SUMMARY ..................................................................................................... 1

2. CURRENT MARKETING SITUATION................................................................................... 2 2.1 Competitive Analysis ............................................................................................................ 2 2.2 SWOT Analysis..................................................................................................................... 2 3. OBJECTIVES OF THE PROMOTIONAL PLAN..................................................................... 4 4.Marketing Strategy....................................................................................................................... 5 4.1 The marketing mix ................................................................................................................ 5 5. PROMOTION STRATEGY ....................................................................................................... 7 5.1 Introdoction ........................................................................................................................... 7 5.2 Promotion Strategy:............................................................................................................... 8 5.2.1 Basic Design Principles: ................................................................................................. 9 5.2.2Appeals .......................................................................................................................... 10 5.2.3 Message ........................................................................................................................ 10 5.2.4 Creativity ...................................................................................................................... 10 6. BUDGETING ........................................................................................................................... 12 7. ACTION PLAN ........................................................................................................................ 14 8. CONCLUSION ......................................................................................................................... 16 REFERENCES ............................................................................................................................. 17

1. EXECUTIVE SUMMARY
In this project, we actually make a proposal to promote a non-profit government (NGO) that is special in solving Kidney disease or problem, National Kidney Foundation (NFK) Malaysia by making a print advertisement of a poster. In this aim, we hope to revive NFK as a NGO to be known by people or target audience in over all Malaysia. Beside it, this project also aimed to attract people to care each other by helping others in term of donation to people who are in need, especially people who are suffering of kidney disease. In doing this project, we hire or make a print advertisement that is applying rational appeal and cognitive message that will influence people in term of their knowledge, belief, and attitude after seeing the advertisement. And also in applying this proposal or plan, we also estimate our promotion action will cost around RM 300 in total. This amount will be used for making, using, and promoting the print advertisement of a poster that we made. And lastly, this project assignment help us to understand the promotional part of marketing, help us to know the issue of NFK and kidney problem, and lastly we hope this project also can be useful for other people, readers.

2. CURRENT MARKETING SITUATION

2.1 Competitive Analysis
As we know that nonprofit entities or organization and currently knowns as NGO have not traditionally been thought of as organizations that need to be competitively oriented, unlike for profit business. And as an usual, an assessment organizations with whom a nonprofit will compete in order to undertake its work. The contexts for such an analysis include activities which are delivered through markets, for example, higher education, theatre ticket sales and health care, activities whose funding is secured through competitive bids to government agencies, and fundraising. As a charitable not-for-profit organization, the National Kidney Foundation of Malaysia (NKF) depends on public generosity and corporate funding to provide affordable dialysis treatment to all its patients who are from the lower income group. However, with more charities being registered each year, the available funds are stretched to the limit, resulting in the NKF having to increase the number of its fundraising activities. In 2010, it is estimated that there will be a shortfall of income over expenditure of RM 12 million which NKF needs to source in order to provide the subsidised dialysis treatment for 1427 patients (as at July 2012) and the running of the Foundation in general .

2.2 SWOT Analysis

Actually a SWOT analysis for a nonprofit organization is similar to the analysis for a forprofit, commercial business. Analysis for the nonprofit has no investors or return on investment to consider, but it has to weigh factors such as fundraising, volunteer staff and goodwill that a commercial firm does not. SWOTS are used to develop a company marketing strategy. A small nonprofit organization should use it to plan financial development as well. Strengths As nonprofit organizations have some strengths that commercial companies do not which usually are tax exempt. They can offer products or service at a discount since they do not have the expense of taxes, and sometimes they can offer services to buyers who pay no sales tax.. NKF is benefiting from this whereby they do nott pay tax for their product they imported for example the drugs and medicines used to cure the patients. Nonprofit organizations often have a

volunteer staff in many fields, artists, canvassers, attorneys. Volunteers can mean an enormous savings to the business, which is particularly important to a small nonprofit. The board of directors must by law be composed of volunteers, which can be advantage to the company. NKF benefit from this tool and have volunteers from different type of the society like international companies or local colleges who already donated and willing to help and donate again. Weaknesses Most nonprofits organizations barely cover their expenses with revenue. They cannott match the salaries of their for-profit competitors. Nonprofit professionals typically are more focused on job satisfaction as compensation, particularly in small companies. An entrepreneur will have no opportunity for return on investment and often can expect a minimal salary. The budget problem also may be evident in purchasing from suppliers. NKF is vulnerable to budgetary deficits and always need to husband its endowments. Opportunities Any grant that a charity may be eligible for is an opportunity. A grant may be from a government or private agency or group. There are many grants being offered even during a recession. Finding them and applying for them is a considerable task. Nonprofits often enjoy alliances with other organizations and commercial business or other nonprofit companies, for example, is a system in which a portion of the purchase price charged by a commercial business is donated to a specific charity. Ideally, it offers benefits to both organizations, as well as to the buyer, whose charitable giving is facilitated. Threats Nonprofits are very vulnerable to economic crises. Unfortunately, charitable giving is one of the first cash outflows that consumers cut back on when money is tight. Public charities are held to a higher standard than for-profits. Since they depend on contributions, nonprofits need to avoid the perception of impropriety. Even a small scandal can be damaging.

3. OBJECTIVES OF THE PROMOTIONAL PLAN

The objectives of this promotional plan are: 1. Developing the Brand of NKF and Kidney Issue Awareness

In this promotional plan making, we focus to encourage people to be aware of the National Kidney Foundation (NKF) brand and its functions. By using a special promotional tool of print advertisement which is poster, we try to deliver the message to people that National Kidney Foundation (NKF) Malaysia is a Non-profit organization or NGO in the healthcare which is special and focus in handling human kidney problem. Beside it, we also try to focus on informing people about the importance of donating fund and kidney organ to help NKF solve the national kidney problem in Malaysia 2. Changing the People (Customer) Beliefs and Attitude

In the application of this promotional plan, we intend to influence people mind in forming their next beliefs and attitude after seeing our advertisement. As our NGO is healthcare basic, we intend to market the information and influence them to think about keeping their health, especially their kidneys. 3. Helping to Promote National Kidney Foundation (NKF) Malaysia As this promotional plan proposal is not for selling use, we as student also initiate to know more and promote more about NKF existences and its function to people around Malaysia. By this aim, we hope it will bring positive impacts to us as students, to NKF as the NGO and to people as the target market of this plan.

4.Marketing Strategy
National Kidney Foundation (NKF) is a non profit organization with the attention of positioning themselves towards people that care for their health especially on the kidney disease, organ donations and fund donations. National Kidney Foundation position their services as an advisor of healthcare that would gives benefit towards people on their health especially on kidney disease. By positioning those at these target market, many of the benefits that could get includes: the organization will create good customer relationship to their target market, and people would be more aware of any health risk that involves with human kidney. Positioning the product/services to organ donations also could gives benefit to the organization where the organization would obtain the information for any kidney donators that could transplant their kidney to the organizations as donation. This will lead toward achieving the organizations objectives in saving life of people suffering from kidney disease. Fund donators is another product/service positioning by NKF where the organization determines to seeks any of the sponsor from other organization or wealthy background people to supports any of the organized activities by the organization. The main focus is to provide platform of bridging the information to people who wants to contribute but do not know the method or do not know how to.

4.1 The marketing mix

For National Kidney Foundation (NKF), the marketing mix is important to promote, market, and share their organisation existance to as many people as they can. The correct and well-positioned elements of marketing mix could bring the organization to achieve its mission and objectives. Price Price determines the NKF organization to proceed with the activities that being held. The organization tries to estimates the cheapest cost for any tools and also required prices that will be used for the marketing activities such as organization campaign, promotional and other servicebased activites. Promotions For the promotions, the NKF organization advertises through posters, mini flyers, and banners for the same picture format . The posters, mini flyers, and banners would be placed at

any of the areas that people would easily to approach such as housing areas, community centres and multi-purpose hall. But as in this assignment, NKF will focusly using the poster that can be minimized to be the mini flyers, and maximized to be banner . Place Place is one of the important marketing mix for expose any of the market in an organization. And as the headquater is placed in Kuala Lumpur but the placing of the posters will be in any crowd places such as in university, housing areas, community centres, private clinics, and other places that are allowed. As a non-profit organization, the approval will not be difficult to get, but still we must first obtain them as a procedure and to avoid conflicts in the future. Product As we know that Product might be anything n the goods, a service, an idea, a place or even a person (Rastislav Kerul, 2008) and that is why for the product element on marketing mix, there are not many of the NKF organization could offer a product to the people, but in term of service. NKF organization emphasize more on services that where they could offer to the people who join the health talk and campaign. By giving health talks, the organization also offers the service by giving information about kidney disease, symptoms of getting the kidney disease, ways to prevent the disease, and also steps to encounter by getting the kidney disease. For other event such as food fair, the organization offers location for people that could enjoy of their food and beverages. The health event organized by the organization would give some of the free gift as part of the registration fees. Free gift such as caps and t-shirts that been fully sponsored by other clothing organizations who would like to contribute to the organization without giving donations in terms of cash.

5. PROMOTION STRATEGY
5.1 Introdoction
Nowadays, there are a lot of people questioning about the benefit of using posters as a advertising media compared to centered internet, social marketing, and television advertising. Comparing to the high technology marketing media, posters are considered important and have great benefit that can deliver advertising message to the target audience in general. The important things to know is this promotional or advertising media will not be completely effective on its own, it should be used and applied in conjunction and collaboratively with other media. There are some benefits of poster that we have to understand as a marketing student. First and foremost poster is considered cost effective, creating and hanging poster is unexpensive way to attract customers compared to television commercial. The second, it is effective as we all know that different type of posters are usually hang at the proper places which relate things that we would like to promote, such as movie posters that usually hang at the crowd places to promote their movies, and in this report which is about health awareness posters that usually hang at public places such hospitals. The third one is the credibility of porsters that have been known since a long time ago, and compare to other forms of advertising posters are more credible to general public, because of their appearance in public places are more accessible and many costumers can understand and absorps the message, and trust what they see on the posters. The last one is the poster advertising are controllable, with posters we can hang and attach them in any public places that are allowed to attach posters and in places where our exact target market usually gathered, and where the target market are usually willing to see them, for instance in this case the posters that relate to health awareness that attached in the hospital, clinnic, or medical universities is guarranteed that the target market will be looking at the posters. We are targeting audience in general because it is consider that everyone can participate in this NGO, and also can support and help those who are in needs. The specific target market are adult who are aware about health problem and who are considered capable to make donation and to participate for the sake of this NGO. We are expecting that the audience will understand the benefits of helping each other in term of this kidney diseases. We try to potray that we are not just approaching audience to donate but also try to give them the understanding about the

importance of kidney issues these days and give them the understanding of the importance their donation to help people. Promotion strategy is the function of informing, persuading, and influencing a customer decision. It is important to an organization like National Kidney Foundation as a non profit organization. The NKF organization using promotion strategy to hold their current position as non profit organization and also to gain recognition for the organization to a big population people. The promotion will be focusing more on creating awareness and providing information in bridging the people who wants to volunteer and coontribute, with the people who are in need of help, especially those suffering from kidney-related diseases. Several promotion strategy could be used to reach the organization mission and objectives.

5.2 Promotion Strategy:

The marketing communication mix is composed of five separate elements including public relation, direct marketing, personal selling, advertising and sales promotion. This report is emphasizing furthermore to the advertising section which promotes Non Govermental Organization named NKF or National Kidney Foundation. Advertising is used to make a large potential body of target audience members aware of promotion and to communicate the key benefits and also to deliver a compelling reason why those target audience should care or participate. This advertising type plays a significant role to expose the message that this NGO wants to deliver. The purpose of creating this advertising medium which is purpose is first to reach and communicate with the target audience and share the knowledge about the importance of kidney and it issues nowadays. Second is to generate awareness by using the advertising that strategically and effectively to remind people the importance of helping, support and donate towards this kidney disease. Third is to measure response of the advertising medium, measurement can be taken to analyze increase or decrease of people that are aware to this issues.

5.2.1 Basic Design Principles: From the posters that have been made as the part of executional idea of rendering message to symbol and shapes supported with headline and subheadline of Helf NKF save lives..., Your donation means a lot, we potray a drawing of heart shape with red color that describe the meaning of life and a kidney inside that colored with peach color wich represent the color of

kidney itself. It also potraying and describing a caring message for this health problem and dieases and to generate awareness the importance of supporting this NGO to fulfill their mission. The heart shape that are potraying is the logotype and supported with headline below Help NKF save lifes, youd donation means a lot. The logotype is actually expected to put a curiosity feeling to the target market because most of people do not know how is exactly the sape of a kidney. The headline that we put also describing a very simple emotional approach towards the target market, which means by supporting NKF you can save lives. The different colors on the logo between the line and the kidney shape shows similarity in positioning and contrast in color to create the balance between similarity and contrast. And lastly the person picture and testimonial of Vice-Chairman of National Kidney Foundation Malaysia, Goh Seng Chuan that attached on the poster positioned on the lower left side for the path of viewers eye through the art work in purpose to support the main message. 5.2.2Appeals The poster are using a rational appeal, which emphasize of pursuing and searching for supports for kidney disease problems. Rational appeal also mentioning about the importance of kidney disease to approach the target market. The point of appeal in this poster are considered print media and internet based medium, which means this posters are attached in public places and could also attached on the NGO website itself. And also the posters are expected to deliver an emotional appeals to it viewers, and emotional advertising usually capture attention. The emostions that are used and expected to deliver in the advertisement are trust, friendship, serenity and the most important is protecting loved ones. 5.2.3 Message The poster are explaining a straight forward message to the target market about how to care for families or other people to care about the kidney disease. It also describing a cognitive message that delivered the importance for us as human to be supportive to others. The message also delivered affectively to hit them emotionaly that expected for them to help and donate to the NGO, and also to encourage people to love and keep their health especially their kidneys. 5.2.4 Creativity In term of creativity, we try to make the advertisement based on creative brief of objectives, target audience, message theme, and constraint. For the objective, we mainly aim to

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increase people awareness regarding National Kidney Foundation (NKF) Malaysia and its function, and also to inform the importance of people donation to those suffering of Kidney problem in Malaysia. For target audience, we try to target all people but more special or focus to adults. For message theme, we try to deliver the message that Malaysia people also are facing this kidney problem that suffer some people who need people help in term of organ or fund donation. And lastly for constraint, we just provide the NKF phone number, logo, and website address.

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6. BUDGETING
For this assignment, in order to promote National Kidney Foundation (NKF) the promotion plan will focus more on the use of flyers and posters. Besides the printing budget, we also have to consider transportation expenses (in terms of petrol and other miscellaneous cost. We have planned an averaged trip to town and other places about at least 3 times a week. each trip would cost us about RM10. in total, we have about 12 trips in a month. in total, our transportation costs incurred would be about RM120 to RM150. In making this assignment achieve its objective, we will ensure that only required cost are incurred and keep the usage of money as minimum as we could. That is why in our action plan, we are also looking for funds and sponsorships for our campaign, and we have already started looking for sponsorships from corporate companies and shops and other related NGOs. This would help us to keep our expenses low and generate funds to keep this campaign going. The budgeting will be as follows: No Items Flyers (A5 size) (black and white) 70gsm paper Flyers (A5 size) (coloured) 70gsm paper Posters (A3 size) (Coloured) 125gsm art paper Miscellanous Desription Quantity Unit cost Total cost (RM) 30.00

1000 units Maximum cost (stated), before getting the approval of sponsorship from printing shops that will be approached.

RM0.03

200 units

RM0.10

20.00

100 units Unspecifiable (As low as we can)

RM1.30

130.00

4.

Petrol and other small costs TOTAL

RM120

120.00 RM300.00

In order to help promoting NKF, and in conjunction of the fact that NKF is a non-profit organisation, we realised that the less cost we incurred, the better it will be for the organisation

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as any sponsors or donation in the promotion activities will help to contribute more to the organisation or to increase the promotional materials needed. For example, if we manage to gain sponsor from the pronting shop, we can direct the cost that we managed to avoid to print more of the posters and flyers, thus helping us to increase the reach while lowering the cost. The Cost Per Million of our posters and flyers will be reduced as we reach more people.

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7. ACTION PLAN
For our assignment, we have decided to start our implementation in the nearest future, and during the weekends, when there is high density of people in the area that we are giving the flyers to. we will pass the flyers to everyone who passes by that area. besides that, the banners and posters will be placed in high density areas during off-class days. The main target will be the notice board of such high density areas like housing areas, community centres, community halls, gymnasiums, private clinics and universities. These places are chosen as these areas will allow us to reach high amount of people. Besides that, putting our posters in these areas will also increase the possibility of high frequency of readers. These places are chosen also as these are places that we think will be easy to obtain the permission as NKF is a non-profit organisation. The implementation of this plan will start by obtaining the permission to stick our posters in these easy-to-read location. A team will be sent earlier to meet the person in charge to be clear about the procedure so that we can start as soon as we can. Next, the team will stick the posters in the areas allowed and lastly, a team will be handing out the flyers while in the same time explain to the people regarding the NKF. We are also planning to bring this flyers and distribute them to companies and other corporate organizations so as to bring in more funds and sponsorships. Among the companies that we targeted is Old Town White Coffee, RGB Print Shop, Putra Hospital, and others.These companies are targeted as if they opted to not contribute in terms of money, they can also sponsor our promotion event such as providing drinks to our volunteers, sponsoring printing materials and aid in the health talk that NKF might want to organised. As a return, these companies will gain better corporate social responsibilities image. This operation would continue until the end of the campaign. We also plan to post our advertisements on the internet and social media such as Facebook, so that the message reaches more people around the area. more people would be aware of this campaign and thus, helps to move our campaign forwards.

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Aside from that, word of mouth would also be a very important tool in our campaign. we would spread the word around, mostly to our friends and families and this would help create a buzz in the market, hopefully. This is because engaging in high contact type of promotion will affect better than only through reading. Although it is more time consuming, this is a good way to explain further and to clarify any inquiries. High contact also allows us to explain to the crowd and the crowd will then help by spreading the words around to their near family and friends. This chain of information is what we hope to achieve in the period of promotion.

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8. CONCLUSION
From over all plan and also information, it is essential that every one of us value and treasure our kidneys while we are still alive. kidney is definitely one of our major organs and without them, it is hard for us to live an optimally healthy life. As such, we should cherish it and take care of our health. We should also be concerned about others and try to help them when they are in need, and in that sense should try to make a donation to non-governmental organizations like NKF. By donating money or organ parts, we would be helping others, who might help us in the future when we are in need. F And also from this assignment, we have learnt a lot about NGOs who actually help the society and improve humanity in unimaginable ways, and as such we would say that it helped us in our lives indirectly. And as this project teach us to apply Marketing and Promotional Marketing to the real field such making proposal for NGO. Hopefully our plan for this organization succeeds and a lot of people start being aware of this campaign and take part in it to show their deepest support so that this organization could carry on helping the needs of others. We also hope that we could collect a reasonable amount of donation so that the fund could be used to help for the treatment for other patients who are suffering from kidney-related problems.

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REFERENCES

Kerul Rastislav . (2008). Position of marketing mix within marketing activities. Source: Leskov, Dr, Presov University, Slovakia. Delta Media.(2011). Proposal for a Marketing and Communications Plan Strengthening the Cochrane Collaboration Brand. The Cochrane CollaborationCanadian Cochrane Centre Institute of Population HealthUniversity of Ottawa. 1 Stewart Street, suite 229 Ottawa, ON K1N 6N BizGuides.(2011). Marketing Promotion Strategy.Small Business Development Corporation. And also can be retrieved from www.smallbusiness.wa.gov.au National Kidney Foundation (NFK) Malaysia website: www.nfk.my.org

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