Answered: Develop a digital plan that can address…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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The culture of a Rotary club feels welcoming, high-energy and fun, but it hasn’t had much success getting/keeping members, especially under the age of 40.-Younger guests have visited, but the club hasn’t been able to get any of them to move to the membership application phase. Current members in the 40-49 age range show enthusiasm for membership at first, but often do not show up for regular weekly meetings and some have left the club within a few years. Members in the 50-59 age range attend meetings when possible, are willing to serve on club committees and enjoy getting engaged in one or more of the club’s signature activities throughout the year. Those members that are age 60+ tend to be the most consistent attendees at weekly meetings, although their participation in activities and events varies greatly. Most members believe the club is very active doing the dictionary project, giving out scholarships, working with another Rotary Club on a global grant, running two fundraisers each year, ringing the Salvation Army bells, collecting donations for the food pantry and doing highway clean up each year. The club also sponsors an Interact Club in the local high school, as well as co-sponsors a Rotaract Club with a neighbouring Rotary Club. There is some concern with membership/participation in the Rotaract Club. The club president has mentioned a few times now that she is feeling pressure to improve the club’s membership and the community’s awareness of your existence, so she has asked members to start bringing more guests by asking friends, colleagues and peers to generate ideas to improve club members’ involvement. A) Develop a digital plan that can address the club's concerns and accomplish the following using digital and social media marketing plan:  Increase membership attraction & engagement  Increase public awareness of the club and its activities  Enhance community service & increase public support for service projects  Grow foundation giving from the club

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