VISUAL STORYTELLING | BRAND STRATEGY | SOCIAL MEDIA
Integrated Marketing Campaign Proposal
HONG KONG SATIR CENTRE FOR HUMAN DEVELOPMENT | 2020 - 2021
ABOUT THE CLIENT
Founded in 1989, the Hong Kong Satir Centre for Human Development is an non-governmental organization that looks to promote the Satir Model, as well as humanistic coaching in Hong Kong. Its core mission serves to support, connect and empower individuals, families and organizations through the Satir Model, thus the organization provides courses and workshops for its members to partake and experience the benefits of improving one’s self and relationships.
This project was part of a group submission for the course "Integrated Marketing Campaign II". The final campaign proposal was presented by the group to a panel of three judges; the presiding professors in charge of this course, and a client representative from the Hong Kong Satir Centre for Human Development.
THE PROBLEM
The team identified several of the organization's painpoints in order to come up with a sustainable communications plan that would be able to target the following problems:
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Low awareness and acceptance of mental health care in schools, leading to a fear of stigmatization by association.
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Teachers, parents and caregivers often fail to recognize signs and how to respond to problems
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There is a limited public understanding of what the Satir model is and how it can be applied to life.
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Hong Kong Satir Centre’s content (promotional videos, website) is regarded “outdated”
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The market for NGO Outreach services towards schools is extremely saturated
THE MISSION
The goal of this project is to develop a marketing campaign that can:
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Rejuvenate the brand image and public knowledge of the Satir model
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Develop marketing campaign that would increase school's participation in outreach services
The client has specifically requested the campaign to run a full year (starting May 2021). In addition, a budget of HKD$50,000 has been allocated to cover all campaign costs
DEFINING THE TARGET AUDIENCE
Following the identified pain points, we have outlined the three levels of target audience as below:
Primary Audience: Teachers and Parents
Secondary Audience: Students
Tertiary Audience: Existing Members of Hong Kong Satir Centre
Since teachers and parents are the main decision-makers within the school, they are considered the primary audience for this campaign. Their interest would revolve around gaining knowledge about mental health to foster a good relationship and positive growth with their students and kids. The key channels they would get information about these activities is through email. Alternatively, our secondary target audiences as students and the existing members of the centre. In particular, students are social media savvy and report higher engagement to funny and adorable things.
COMMUNICATION STRATEGY
Considering the high demand reflected from audiences to place resources towards self-development and counselling services, we have decided to integrate Satir’s most distinctive and recognizable selling point, the iceberg theory and positive growth as differentiating factors to match their needs in our campaign. We propose this by following a three-step communication flow to reach the business objectives:
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Reach out to different stakeholders in schools about Satir Centre’s proposed services
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Educate parents, teachers and students of the Satir model and how it can be applied
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Retain connection with stakeholders through the proposed campaign initiatives
發掘真我，連繫彼此，勇於改變
"Discovering our real selves, connected by one another, by embracing change"
CAMPAIGN TAGLINE
Our social mission, "發掘真我，連繫彼此，勇於改變"captures the essence of the Hong Kong Satir Centre in a single sentence, from its core values to its services, so audiences grasp what Satir stands for without further explanation.
The mission unfolds in three parts, mirroring the journey audiences take through Satir's services. "發掘真我" reflects our belief that people can discover their true selves through the Satir Model. Building on this self-understanding, "連繫彼此" represents forming mutual, healthy connections with others. Finally, "勇於改變" embodies Satir's core value of "making changes", the belief that people can bravely take action to create a better future.
Throughout our campaign, we wove this mission into every strategy, making the Centre's essence easy to understand while inspiring audiences to take their first step toward self-understanding and positive change.
MARKETING STRATEGY
To achieve our objectives, our Marketing Strategy is divided into two parts: an outreach service-specific strategy to increase school participation in Hong Kong Satir Centre's outreach services, and a rebranding initiative to rejuvenate the brand's image and public understanding of its social mission.
Since primary research shows teachers and parents prefer email communication, our outreach strategy centers on an email direct marketing campaign promoting the Centre's activities and programmes. To reach stressed students in need of Satir's self-seeking guidance, we've also developed a social media strategy to boost audience engagement — including a mascot to strengthen the Centre's online presence and encourage interaction.
Our research also revealed that while Satir has built a strong reputation over the years, its outdated aesthetic has led to low public awareness and engagement. To address this, our rebranding initiative will refresh the Centre's brand image through a redesigned logo, website, social media presence, and welcome video.
Project Highlights
Figure 1: Competitors analysis positioning map
Figure 2: SWOT analysis
Figure 3: Campaign proposal submitted to client
PROJECT RESULTS AND KEY TAKEAWAYS
The presentation of this project produced the following results:
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The client expressed genuine interest in addressing the key pain points we highlighted, and thanked us for our comprehensive strategy.
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Our team won runner-up among 5 other groups in this case competition.
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I received extremely positive feedback from my 5 teammates during the final peer review, earning full marks and positive remarks for my leadership and performance.
My key takeaways from this project:
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Target pain points efficiently, especially on a small budget: Since this campaign was built on maximizing effectiveness with minimal funds, it was crucial to stay focused and ensure every idea directly addressed the organization's pain points, rather than chasing tangents or overly ambitious concepts. Ultimately, this reinforced that the priority of any campaign, lavish or tight-budget, is solving the client's core problem.