ELEPAP MARKETING

COMMUNICATION PLAN

EMBA 2017 STUDENTS

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Contents
1 Executive Summary ..................................................................... 4
2 Introduction of the NGO .............................................................. 6
2.1 Their mission ............................................................................ 6
2.2 What they offer ......................................................................... 6
2.3 Collaborations .......................................................................... 7
2.4 The department of ELEPAP in Ioannina .................................... 7
2.5 Their staff ................................................................................. 8
2.6 Collaborations .......................................................................... 8
2.7 What they offer to the society .................................................... 8
2.8 Financial Details ....................................................................... 9
2.9 Supported living residencies “Life Hope” .................................... 9
2.10 Objectives of the assignment ............................................... 9
3 Methodology .............................................................................. 11
4 Description of the results ........................................................... 11
4.1 Interviews with NGO ............................................................... 11
5 SWOT Analysis .......................................................................... 14
6 PEST ANALYSIS......................................................................... 15
7 Survey results ........................................................................... 16
7.1 Demographic results of the sample ......................................... 16
7.2 Families with a member with some form of disability .............. 18
7.3 Families without any members with disability ......................... 20
7.4 Overall awareness and Intent to be involved ............................ 21
8 Conclusions and Recommendations ........................................... 22
8.1 Action Plan ............................................................................. 22
9 References ................................................................................. 26
10 Questionnaire of the survey .................................................... 27

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1 Executive Summary

This study will focus on a Non Governmental Organization (NGO),

ELEPAP. Their main areas of focus include Intergrated Intervention
Programs for:

 Infants  Adolescents
 Pre-school children  Adults
 School-aged children

ELEPAP currently has six branches throughout Greece. We will focus

on the department of Ioannina, which is located in north-western
Greece.

The main problems faced by ELEPAP are:

 Low awareness by the local people

 Inadequate donations and sponsorships
 Low awareness about the project of the “supported living
residencies”

These problems affect the operations of the organization significantly,

since ELEPAP is not able to utilize its services successfully and
provide further support to the local community and people in need.
During the meetings with the organization, it has been pointed out
that larger exposure is necessary for receiving further sponsorship
and donations, since this source of funding acquires 40-50% of total
funding. Therefore, the team has decided to focus on actions that
would efficiently analyze the issues the organization currently faces,
and propose sustainable strategies that may improve the course of
ELEPAP in the future. The study focuses on the development and
proposal of a marketing communication plan, which will aim at
proposing tools to increase the knowledge and the awareness of the
public regarding the services provided by the organization, and thus
attract private funding and donations. To achieve such a plan the
following steps have been implelmented:

 Interviews with NGO  PEST Analysis

 Competitor Analysis  Online Survey
 SWOT Analysis

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The research produced useful conclusions, many of which came to be
aligned with the concerns expressed by an ELEPAP representative
during our meetings. The action plan proposed contains two key
future objectives, followed by relevant recommendations-actions.

1) Main Objective: Increase awareness and donations

a. Development of marketing communication activities plan to
promote services offered.
b. Target Audience – USP – Positioning - Communication
Message
c. Unique Selling Proposition
d. Positioning
e. Communication message
f. Supporting messages

2) Marketing communication activities suggested

a. Celebrity endorsement
b. Social media
c. Events

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2 Introduction of the NGO

2.1 Their mission

ELEPAP-Rehabilitation for the Disabled is a rehabilitation centre with
six branches throughout Greece that supports the development of
children with physical disabilities and developmental difficulties and
at the same time provides support to their families, for more than 80
years. ELEPAP has embraced more than 100.000 children with
physical disabilities since 1937, supporting each step of their
development all the way to and including their adult life. Located in
Athens, Thessaloniki, Ioannina, Chania, Volos and Agrinio, where six
special kindergartens and seven special primary schools operate,
ELEPAP manages to deal with more than 1.500 children every day
that participate in the daily therapeutic, counseling and educational
programs of ELEPAP, nationwide.

2.2 What they offer

ELEPAP offers a series of integrated intervention programs for infants,
pre-school, school-age children, adolescents and adults with any type
or severity of motor disability. Furthermore, ELEPAP cooperates with
the Public Special Schools operating in its facilities. Particular
emphasis is placed on early diagnosis of childhood disability and
developmental difficulties, as well as early intervention for children
belonging to risk groups.

ELEPAP provides support for:

 Cerebral palsy
 Cerebral impairment
 Syndromes with accompanying motor disabilities
 Malformations
 Brain injuries
 Musculoskeletal disorders
 Spinal cord injuries
 Muscular dystrophy
 Developmental disorders

In other words, ELEPAP, with its interdisciplinary holistic approach, is

in position to provide support to persons with motor disabilities
affecting speech, intellect, sight and emotional adaptation. The
Rehabilitation Program is set and supported by the interdisciplinary
team of overall 200 excellently trained and experienced staff members
at the six daycare centers, who continuously assess the progress
made and may set forth new short and long term therapeutic,

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psychosocial, educational, personal and even vocational goals for each
child with motor and developmental difficulties in his family.

2.3 Collaborations
ELEPAP aims to support scientific development and share its
accumulated knowledge, experience and technological know-how in
the field of rehabilitation. For this reason, ELEPAP works closely with
other charities and organizations on both national and international
level. Some examples of collaborations are the following:

 RI (Rehabilitation International)
 ESMAC (European Society of Movement Analysis for Adults and
Children)
 Head Trauma Rusk Institute of Rehabilitation Medicine New
York University Langone Medical Center
 Halliwick Association of Swimming Therapy
 Psychology Department at the Panteion University of Social and
Political Sciences
 Psychology Department, National Kapodistrian University of
Athens
 Hamogelo tou Paidiou (Child’s Smile)
 Institute of Children’s health
 Synigoro tou Paidiou (Child’s Advocate)
 Oi filoi tou paidiou (Friends of the Child)
 “Aghia Sophia” Children’s Hospital
 Children’s General Hospital ‘Panagioti & Aglaia Kyriakou’.
 Greek Red Cross
 Evaggelismos General Hospital of Athens
 KEEDDY Panelladika, for the examination of students
 Infant Day Care centers, Nurseries, and Elementary Schools in
Special and General Education for the placement of children
 Hellenic-American Educational Foundation (Athens College-
Psychico College)
 Philekpaideutiki Etairia – Arsakeia Tositseia Scholia

2.4 The department of ELEPAP in Ioannina

The department of ELEPAP in Ioannina currently supports three
classes within its premises in Neokaisaireia, a suburb located 10 km
away from the city of Ioannina, two of which are dedicated to infants
and children and the other one is dedicated to adults. The
aforementioned classes remain in its premises for eight hours
(approximately 8:00-16:00), while the rest persons only remain for 1-3
hours for physiotherapeutic work and one extra hour, if they are also
supported by a psychologist. At the moment, 101 children are being

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helped by the organization, while almost 2.000 have been supported
since 1981, when the department in Ioannina was established.

2.5 Their staff

The staff that is occupied in the department of Ioannina sums up to
25 people. In detail, the Rehabilitation Team consists of:

 2 social workers
 1 psychologist
 2 physiotherapists
 4 occupational therapists
 4 speech therapists
 2 kindergarten teachers of special education
 1 music therapist
 1 art teacher
 8 persons for specialized auxiliary and supportive work

They also collaborate with orthopedics, child neurologists,

pediatricians, child psychiatrists, eye specialists and dentists.

2.6 Collaborations
There is collaboration with other charities and organizations, such as
the Greek Red Cross, Kivotos tou Kosmou (4 children from that
charity are currently supported by ELEPAP), and with the hospitals,
schools and churches, that refer to ELEPAP if they find out that a
child needs help. Another major program is that a physiotherapist
from ELEPAP visits the University Hospital of Ioannina (PGNI) monthly
and observes whether the infants act as hypertonic or hypotonic, as
they may need the help of ELEPAP. They are the only organization
with such an expertise that, with the collaboration of infant
neurologists, can detect disabilities in such a young age.

2.7 What they offer to the society

What ELEPAP offers to the society can easily be recognized by the
schools, the University, the University Hospital, the local government
and of course the local community. In the most severe cases, for
example infants that suffer from malnutrition, even the slightest
progress in the breastfeeding process is extremely important. In the
rest of the cases, the doctors of the University Hospital evaluate the
children regularly and are aware of the difficult, yet successful, work
that is made by ELEPAP. Apart from that, the children who have been
supported by ELEPAP as infants attend regular primary schools, and
not special schools. As a result, the teachers are always astonished by
the work of ELEPAP and the way that the children manage to fit in
regular schools. Furthermore, as ELEPAP works with the University in

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many projects, their work is also recognized by the University
community.

2.8 Financial Details

The annual budget for the six departments amounts to €7.500.000, of
which only 10% is covered by a government grant from the Ministry of
Health and Social Solidarity, 50-60% is covered from the Parents’
Social Security contributions and is used for the treatments, and a
small proportion comes from legacies. ELEPAP relies heavily on
valuable donations of old and new friends: their participation in fund
raising events that are organized for both children and adults and the
generous company grants cover the remaining balance of more than
the 1/3 of the required budget. The department of Ioannina organizes
bazaars with the creations of the children and adults of ELEPAP for
occasions such as Christmas and weddings, with the support of the
local market, and manages to combine the creativity of the children
and the good of the organization.

2.9 Supported living residencies “Life Hope”

The supported living residencies constitute the vision of ELEPAP. The
need to support the people, who are being helped by ELEPAP but are
now adults, drives the organization towards the proposal of an
alternative solution to them living with their families forever. The aim
is to answer both the question of the young adults “how will I be able
to live as an independent adult?” and the question of the parents “how
will my child survive after I pass away?”. The 7 residencies are
already constructed and can accommodate 4-5 persons per house
(210 sq m each), who have physical or developmental disorders and
are able to serve their everyday needs on a large extent. These adults
will be able to become independent for the first time in their lives; the
quality of their everyday lives will remain the same as if they were
living with their parents and they will gain company, joy, sociability in
a safe place that covers all the necessary specifications and also
provides a supervisor all day long.

2.10 Objectives of the assignment

ELEPAP is the first charity, non-profit organization, for the
rehabilitation of physically disabled children. The goal the
organization is trying to achieve is dual-dimensional: the best possible
elevation of the child’s possibilities, given its condition, and
simultaneously the psychosocial support of the members of its family.
In order to contribute to the society even more effectively, the
organization needs:

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  Bigger exposure in order to raise people awareness about
their work. What they confided to us is that people believe
that ELEPAP only supports severe cases of psychomotor
disabilities and developmental disorders. In fact, ELEPAP is
able to treat every disability, such as simple speech problems
and learning difficulties. Parents have wrongfully combined
the organization with severe disabilities and refuse to accept
their help. As they characteristically claim “my child is not
disabled”. The local community should be educated better
about their offerings on multiple levels.
 Through the bigger exposure, ELEPAP is hoping for higher
donations, which are necessary, as they comprise a
milestone of their revenues. Relying on sponsorships for
more than 1/3 of their budget (even 40-50% of their
revenues), ELEPAP often experiences severe survival
problems. The contributions from the Parents’ Social
Security that are used for treatments are vital, despite the
fact that they are usually delayed, since the Ministry of
Health and Social Solidarity contributes only by 10%.
 The third pillar of their needs refers to the awareness about
the project of the supported living residencies. The local
community is not yet informed about their existence and the
way they will operate and therefore there are not enough
applications yet. The residencies are being equipped and are
expected to be fully functional in one year’s time. Through
the bigger exposure, people will find out that these
residencies do not refer to very severe cases, because they
will not operate as an asylum for people who cannot serve
themselves, as the applications they are receiving at the
moment are only about severe cases. Apart from that, the
community does not have an open mindset and prefers to
keep adults who are functional at home. Through the higher
exposure, more people will apply and ELEPAP will be in
position to choose the 30 most appropriate adults and
eventually enhance their lives.

The aforementioned areas that the organization needs help with, were
identified after extended discussion and visitations to their premises.
The work that is being done by the organization is already highly
appreciated by the community, as they support many families from
Epirus, and could support even more, if what is said above were
implemented.

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As a result, what we are about to propose in the following pages is a
marketing communication plan, based on a questionnaire created,
distributed and analyzed by our team, in order to find out the
awareness of the community according to the services that ELEPAP
offers. In that way we aim to help the organization in the field of
communicating to the local community their offerings and eventually
to broaden their minds and actually support them.

3 Methodology

After conducting several interviews with our contact in ELEPAP during

which we received insights as to what the NGO needs and in order to
further analyse the environment in which ELEPAP operates in we
proceeded in using the following tools:

 Interviews with NGO – help understand what ELEPAP offers and

what their needs are which we could possibly cover with this
project
 Competitor Analysis – Research and analyse the external
environment and the scope of services provided by the
‘competition’ - what other bodies exist that provide similar
services
 SWOT Analysis – After conducting a thorough research into
ELEPAP’s action and services provided, the SWOT analysis is
the tool chosen to assist us in evaluating the NGO’s internal
environment
 PEST Analysis – This analysis is extremely important and fully
integrated with the SWOT analysis assisting us in achieving a
better understanding of the external environment in which
ELEPAP operates
 Online Survey – The online questionnaire was created with the
contribution of our contact in ELEPAP in order to be targeted
and help receive as much and as accurate information as
possible with regards to the level of awareness that there is
around the NGO, its action and the services that it provides.

4 Description of the results

4.1 Interviews with NGO

The organization exists in the sector of rehabilitation since 1937 and
their expertise is undeniable. As a result, already in our first meeting

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with the NGO, the department of Ioannina was clearly aware of their
needs: Firstly, bigger exposure in order to raise people awareness.
Secondly, raise donations, which is absolutely vital for their existence.
Lastly, raise awareness about the project of supported living
residencies, in order to be able to select the most appropriate people
to fill the residencies.

Since we figured out from the very first moment what the objectives of
our collaboration with them would be, we proceeded in discussing the
details of their daily operations and the staff that is occupied in the
organization. Moreover, we discussed about the collaborations of the
organization with other organizations, such as “Kivotos tou Kosmou”
and the Greek Red Cross. A big part of this discussion was about the
contribution of ELEPAP in the diagnosis of any form of disability of
premature babies, which takes place in the General University
Hospital of Ioannina. Furthermore, we analyzed the improvement in
the quality of life of the beneficiaries through the work of ELEPAP and
how much the local community appreciates what is being done by the
organization. The above can also be confirmed by the warmth, with
which the citizens of Ioannina have embraced ELEPAP, by granting
them places -at no cost- to display the work that is being done by the
children and also use the crafts of the children as gifts for weddings.
Extensive discussion was made about the project of the supported
living residencies and the need to raise awareness in order to select
the most appropriate people and at the same time clarify that these
residencies cannot be considered as asylums for the very severe cases.
Last but not least, the limited funding resources were discussed, that
make donations vital and do not allow them to advertise what they
can offer to the community at the fullest extent.

As a result, a contribution in the development of marketing strategy

was what the NGO needed us to do. In the following pages you can see
in detail our recommendations and the suggested actions about the
objectives identified above.

According to other organizations that deal with children and people

with disabilities in the region of Ioannina, the main of them are the
following:

 “Diepistimoniko Kentro” is a newly established therapeutic

center in Ioannina that offers sessions of speech and
occupational therapies and counseling. Apart from these, they
provide seminars about learning difficulties, autism,
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 phonological disorders etc, and intervention strategies about
them.
 TACT Hellas, department of Ioannina: TACT’s project “New
Start” was established in 2006. It offers 24hr housing for 15
persons with several disabilities, such as cerebral palsy and
psychological disorders.
 Supported living residencies “Eleni Gyra”: this organization
supports and provides housing for 12 adults with autism since
2000 in the village of Zitsa, which is located 27 km away from
Ioannina. The beneficiaries live for some days in these
residencies and some days in their homes, in order to be able
to maintain the bond with their families.
 Two units of psycho-social rehabilitation “E.PRO.PS.Y.H.
Asterismos” & “E.PRO.PS.Y.H. Ampelokipoi”, that provide
housing in two guest houses and several protected apartments.
 The General Hospital “Hatzikosta” also provides housing in
protected apartments and guest houses in the city of Ioannina
for people of age 36-55 and 56-70.
 Center of social welfare, department of Ioannina “Neomartys
Georgios” that supports and hosts people with disabilities of
age 55 and above, in the city of Ioannina and also in two other
villages, Pogoniani and Konitsa.
 KEDDY Ioanninon: Diagnostic center that finds out and
supports the special educational needs of children. It supports
children of age 3-22 and also collaborates with the 18th public
primary school in Larissa.
 “EPSEP” is an organization about psycho-social research and
intervention, which was established in 2003 and its mission is
to improve the quality of life of people with disabilities and
guarantee their reintegration in the community, through
ensuring equal opportunities with the other members of the
society.
 KDAPMEA “Merimna” is a public center for children with
special needs, where they can spend their afternoons and
evenings while being occupied with creative activities.
 “Pyrros” and “Akmon” are the two sports clubs for people with
disabilities.
 “KYPSELI” Ioanninon is the parents’ association of children
with special needs.
 Apart from the above, there are numerous specialists and
doctors that treat children with learning difficulties and
dyslexia in the area of Ioannina.

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As we can see, ELEPAP offers programs of integrated intervention that
treat learning difficulties, mild and severe cases of disability and is
also ready to provide housing for 30-35 adults with special needs. The
aforementioned organizations cannot provide the range of programs
that ELEPAP offers, as they do not have the expertise and knowledge
that ELEPAP has in the sector of rehabilitation since 1937.

5 SWOT Analysis

Strengths
 Experienced staff
 Strong combination / Variety of services offered
 Housing offering
 Services offered in infants – specialisation that no other body can offer
 Early diagnosis of disorder
 Services offered are free
 Long track record of successful results helping people with disabilities

Weaknesses
 Lack of awareness
 Lack of proper communication message
 Inadequate advertising
 Not clearly defined target audience – lack of focused approach
 Main services provided not communicated widely
 No sufficient social media coverage
 Marketing material too wordy and lack of proper distribution
 No engaging events to attract contributors

Opportunities
 High number of young people (especially students) who can become
volunteers
 Social media
 Extra funding
 No competition – Sole provider of particular services – more opportunity
for funding
 Local media approach for free advertising and education of community

Threats
 Public clinics/bodies
 Private doctors/clinics
 Parents denial of their children’s disabilities
 Funding availability
 Parents not educated enough to be able to identify possible problem in
children – lack of early detention at home

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6 PEST ANALYSIS

FACTORS EFFECTS

INADEQUATE GOVERNMENT
RESOURCE ALLOCATION
INADEQUATE POLITICAL AND STATE SUPPORT
PROVIDED TOWARDS NGOs
UNCLEAR FUTURE GOVERNMENT
POLICIES

UNCLEAR FUTURE PLANS TOWARDS

POLITICAL NGO SUPPORT INSTABILITY OF STATE'S POLICIES AND FUTURE PLANS
COMPLICATE ORGANIZATION'S PLANNING
UNSTABLE TAX POLICY

POLITICAL INSTABILITY, TAX POLICIES AND THE

UNSTABLE-CONSTANTLY MODIFIED
UNSTABLE LEGISLATION SYSTEM REDUCE
LEGISLATION SYSTEM & POLICIES
INVESTMENTS AND ECONOMY GROWTH

SLOW-WEAK ECONOMY GROWTH IN

GREECE
INADEQUATE GOVERNMENT SUPPORT
LOW DISPOSABLE INCOME

ECONOMICAL LOW INVESTMENTS

PLANNING RESTRICTIONS & POSTPONMENTS DUE TO
INSUFFICIENT FUNDING
LOW PROFITS OF ORGANIZATIONS

WORLD - EUROPE ECONOMY CRISIS LOW DONATIONS

HESITATION OF PEOPLE TO ASK FOR SERVICES OFFERED BY ELEPAP ARE UNDERUTILIZED

HELP BY PUBLIC

LOW AWARENESS OF NGOs AND THEIR LOWER INVOLVEMENT & SUPPORT FROM POTENTIAL
WORK STAKEHOLDERS

SOCIAL
CONFUSION IN PERCEPTION OF CASE
SEVERITIES AND HELP THAT IS
PROVIDED
LOW AWARENESS AND LOWER INVOLVMENT STALL
GROWTH OF THE ORGANIZATION
ABSENCE OF SOCIAL EVENTS AND
SCHOOL INFORMATIVE CLASSES

SERVICES OFFERED BY ELEPAP ARE UNDERUTILIZED

INTERNET OF THINGS
BY PUBLIC

LOWER INVOLVEMENT & SUPPORT FROM POTENTIAL

SOCIAL MEDIA
STAKEHOLDERS
TECHNOLOGICAL

NEW TECHNOLOGIES + AUTOMATION

LOW AWARENESS AND LOWER INVOLVMENT STALL
+MEDICAL EQUIPMENT
GROWTH OF THE ORGANIZATION
+INFORMATION SHARING

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 7 Survey results

In a sample of 304 participants we had the following results:

7.1 Demographic results of the sample

45 -54, 55+,
27% 6%
35 - 44,
40% 18 - 24,
69%
Men
46%

Women
25 - 34, 54%
162%

High School
6%

Master
32%

University
57%

Other
5%

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 Postgradua
Deputy
Graduate
PhD Divorced /
Unemploye Soldier
teteacher
student
Student
Student Widow-er
d 1%
0%0% 0%
0% 4%
Freelancer
16% 23% Married /
Student Relationshi
8% p
34%

Single
Public
62%
Sector
16%
Private
Sector
36%

1 kid
10%
2 kids
10%
34+
kids
kids
1%0%

No Kids
79%

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 7.2 Families with a member with some form of disability

Awareness of ELEPAP Do you think you have received

sufficient information about the
Yes services offered by ELEPAP?
7% Yes
7%

No
No
93% 93%

Selection criteria

Trust Economic Factors

17% 17%

Range of Services
Range of Services 3%
6%

Experienced stuff
17%

Specialization
20% History - Results
20%

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 Why was ELEPAP not one of your possible choices?

I was not aware of

ELEPAP ELEPAP is addressing
33% more serious cases
39%

I did not have

precise knowledge
of ELEPAP's action
28%

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 7.3 Families without any members with disability

Awereness of ELEPAP Awereness of ELEPAP – ‘SUPPORTED

LIVING RESIDENCIES’
0%
Yes
10%

No
49%
Yes
51%

No
90%

Do you consider that you have full knowledge - understanding of

ELEPAP's services?

Yes
11%

No
89%

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 7.4 Overall awareness and Intent to be involved

What kind of disabilities do you think ELEPAP is for?

In people with severe
disabilities
10%

In people with mild

disability
4%

Both
86%

Are you willing to make a How often would you like to receive
donation in the future for ELEPAP news?
ELEPAP?

Never
20%
Once per year
34%

No
42%

Yes
58%
Once per
week
5% Once a month
41%

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8 Conclusions and Recommendations

Based on the aforementioned analyses, the main problems identified

with ELEPAP are as follows:

 Lack of awareness
 Lack of proper communication message
 Inadequate advertising
 Not clearly defined target audience – lack of focused approach
 Main services provided not communicated widely
 No sufficient social media coverage
 Marketing material too wordy and lack of proper distribution
 Not enough engaging events to attract contributors
 Lack of sufficient funding

8.1 Action Plan

In order to address the problems mentioned above, we concluded that
we need to proceed with the following steps:

Main Objective: Increase awareness and donations

Development of marketing communication activities plan to

promote services offered.

Because of the limitations we have on budget as well as available

personnel, we are not able at this point to suggest a fully integrated
yearly marketing campaign. However, in the next pages, we suggest
several steps and actions that can be taken in order to help increase
awareness of ELEPAP, educate people of their action and services
offered and try to increase the number as well as the size of the
donations towards the NGO.

Target Audience – USP – Positioning - Communication Message

In order for any marketing communication campaign to be successful,

one should clearly define their target audience as well as their position
in their market/field, identify their unique selling proposition
(competitive advantage) and following that, create and effectively
communicate their communication message to their audience.

In the case of ELEPAP, it is very important to note that their target

audience should not be limited to people with disabilities or families
with a member with some form disability. They should expand their

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reach to everyone. The most important and free communication
medium in this country and in particular in a city like Ioannina, is
word of mouth. People tend to trust their friends’ or community’s
opinion and recommendations rather than a leaflet or an online ad,
especially when it comes to a matter so sensitive as a form of disability
of a loved one. ELEPAP needs to approach and educate people of their
action and services offered.

ELEPAP’s target audience is not individuals, rather groups of

people/communities:

Young parents

Doctors (especially pediatricians)

Hospitals

Universities – Students (to gain volunteers)

Charities (especially related to their cause)

Schools – teachers of children with special needs which will effectively

reach the children’s parents

Unique Selling Proposition

Even though there are other bodies that offer similar or some of the
services that ELEPAP does, no organisation is currently offering the
combination of services that ELEPAP provides in an excellently
integrated way. Thus, ELEPAP is the only organisation that can satisfy
the needs of its target audience in a more holistic and efficient way.

Positioning

Based on the aforementioned, ELEPAP should take advantage of their

unique selling proposition and their position in the market and
position themselves as ‘the most suitable place for you or your loved
one, where you can learn, evolve, receive excellent help and expertise
from a highly experienced group of professionals and finally become
as independent as possible’.

Communication message

ELEPAP cares for people with mild as well as severe cases of disability.
Everyone is welcome and treated in the best possible way.

Supporting messages

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Being different is OK. We like different. We are looking for different in
our lives. Help us continue our work – help us continue helping
people in need.

Marketing communication activities suggested

Celebrity endorsement

Organise concerts that will donate part of their proceeds to ELEPAP –

make that known to people, make them feel special for the fact that
they are helping for a great cause

Social media

Re-design social media strategy – Facebook and Instagram accounts

need to be more interactive and involve people, educate them more on
happenings, events within ELEPAP, achievements etc.

Posts should run throughout the week, with a maximum number of 6

posts per week. Content should be both informative and fun. In
addition to that, a budget of 100 euros per month (or every other
month) can be dedicated for sponsored ads on both Facebook and
Instagram in order to widen their reach and target a bigger audience.

Posts should be engaging – ask people to share their stories. If

someone would like to share but remain anonymous, they can send
their experience/story/problem via email or personal message and
ELEPAP can then re-post it removing the people’s names.

Events

In addition to the events that ELEPAP already runs, they can organise
an “ELEPAP Open Day” which can run twice a year, when people can
visit their premises, meet the team of professionals working there,
attend seminars for more information and education on the NGO’s
action, services and case studies, past success stories. This can be
communicated through social media and website.

ELEPAP needs both volunteers and contributors. The above can help
attract possible contributors such as public and private bodies or
individuals with the ability and desire to make donations.

If ELEPAP has an event coming up and needs volunteers, they can

organise a small gorilla marketing activity 2 to 3 months prior to their
event (which again should be communicated through social media and
their website), where they can place a stand in the central square of
the city, have pictures of events and their team as well as people they

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care fore, music and free T-shirts for people who sign up as
volunteers. They can distribute flyers and sign up people that are
willing to help, get their names, email addresses and ask them if they
are happy to be contacted in the future in the case that ELEPAP needs
volunteers to support their cause.

Further suggested activities that can run throughout the year,

especially in periods like Christmas when people feel more generous
and happy to help their fellow citizen:

 Placement of branded donation boxes throughout the town

(businesses, pharmacies, cafes etc.)
 Organise events with lottery in cafes/bars with proceeds
donated to ELEPAP and prizes to attendees (children’s
creations)
 Placement of information leaflets in pharmacies, hospitals, local
communities, doctors’ offices
 Selected business with high customer turnaround for leaflet
distribution (volunteers)
 ELEPAP branded wet tissues for wide distribution (to include:
logo, address, switchboard number, website, Facebook page)
 Contact local media for free or low cost advertising
 Visit Schools and Universities – distribute flyers and sign up
possible volunteers
 Suggest ELEPAP as possible charity to be supported by
businesses (i.e. businesses to provide paid volunteering days to
employees, employees to be able to donate throughout the year)

As mentioned above, due to the budget and personnel availability

limitations that we have, the activities suggested are either free or
with very low cost and most of them are mainly to collect donations.
However, we understand that running some of these activities requires
time and organisation, thus we suggest that ELEPAP opens up 2 or 3
internship positions for the areas that they need to cover most, which
can be occupied by students or young professionals that are just
starting their careers and are in need of work experience.

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9 References

 http://www.elepap.gr/en/
 https://www.noesi.gr/mko/panelladika
 https://www.diepistimoniko.gr/
 https://www.onmed.gr/ygeia-politiki/story/319429/kkpp-
ipeirou-tragikes-synthikes-gia-astheneis-kai-prosopiko
 http://www.epsep.gr/
 http://speech.di.uoa.gr/aeneas/pages/idrima.html

(The above were extracted from the Internet in September 2018)

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10 Questionnaire of the survey (Brief version)

Sex
Age
Residence
Studies
Profession
Marital status
Number of children
Children ages
Is there a family member with some form of disability?
If there is disability
Please select the form of disability
At what age did you realize?
Who did you contact?
How did you end up with the above option?
What were the selection criteria?
Was ELEPAP one of your possible choices?
If ELEPAP is one of the possible choices
If Yes from where did you get knowledge of ELEPAP?
Do you think you have received sufficient information about the services offered by ELEPAP?
For what kind of cases do you believe that ELEPAP is suitable for?
ELEPAP Ioannina, along with the services and support it offers, also has new Residential Living Roofs. The houses
can accommodate up to 35 people with disabilities, mainly for adults but for children as well. Do you know about
this service?
Would you choose - propose this service in a relevant case?
Would you choose ELEPAP for possible support?
How often would you like to receive ELEPAP news?
How would you like to be informed about ELEPAP news?
Are you going to make a donation in the future for ELEPAP?
If ELEPAP is not one of the choices
If ELEPAP was not one of your possible choices why?
Do you think you have received sufficient information about the services offered by ELEPAP?
Where do you think ELEPAP is addressing?
ELEPAP Ioannina, along with the services and support it offers, also has new Residential Living Roofs. The houses
can accommodate up to 35 people with disabilities, mainly adults but for children as well. Do you know about this
service?
Would you choose - propose this service in a relevant case?
Would you choose ELEPAP for possible support?
How often would you like to receive ELEPAP news?
How would you like to be informed about ELEPAP news?
Are you going to make a donation in the future for ELEPAP?
NO disability
In a possible circumstance of disability to whom did you contact?
Who would be the factors that would form your decision?
What would be the choosing criteria?
Would you choose a Rehabilitation Center?
Are you aware of ELEPAP and its actions
Do you consider that you have full knowledge - understanding of ELEPAP's services?
What kind of disabilities you think ELEPAP is for?
ELEPAP Ioannina, along with the services and support it offers, also has new Residential Living Roofs. The houses
can accommodate up to 35 people with disabilities, mainly adults but for children as well. Do you know about this
service?
Would you choose this service or suggest it?
Would ELEPAP be one of your possible choices?
How often would you like to receive ELEPAP news?
How would you like to be informed about ELEPAP news?
Are you going to make a donation in the future for ELEPAP?

*A complete Greek version of the questionnaire is included in a separate file

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