Digital Strategy | Social Media | Copywriting
Hong Kong Satir Centre
for Human Development
2021
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Hong Kong Satir Centre’s content (promotional videos, website) is regarded “outdated”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 objectives
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"
Our social mission is “發掘真我，連繫彼此，勇於改變”. The social mission is created with the purpose of using one sentence to encapsulate what the Hong Kong Satir Centre is all about; from the core values they treasure to the services they provide. This is done so the audience would effectively understand the
essence of Satir without further explanation.
This social mission is split into three parts to represent three key areas of development the audience would encounter when joining Satir’s services. Firstly, we have “發掘真我” which conveys our belief how our audience can learn more about about their true selves using Satir Model. After understanding the true self with the satir model, we have 連繫彼此, depicting users developing mutual and healthy connections with others. Lastly, we emphasize satir center’s core value “make changes” and integrate into the social mission with “勇於改變”, meaning that we believe people can be brave in making positive changes to live a better future life. Throughout our campaign, we aim to integrate this social mission into each strategy to not only allow the audience to understand the essence of the Hong Kong Satir Centre in a simple manner, but also to encourage them to take the first step in wanting to understand and change themselves for the better.
Marketing Strategy
In order to achieve our objectives, our Marketing Strategy will be divided into two parts:
The outreach service-specific strategy that aims to increase school’s participation in outreach services offered by Hong Kong Satir Centre, and a rebranding initiative that aims to rejuvenate the brand image and public understanding of the centre’s social mission. Given that primary research has revealed teachers and parents preference for using email as a channel for communications, the key of the outreach service strategy is to construct an email direct marketing strategy that would serve to promote the centre’s activities and programmes. Furthermore, to target the range of students that are placed under a considerable amount of stress and desperately require the self-seeking guidance from Satir’s staff, we have created a social media strategy that would increase audience engagement with the centre. We also plan to increase audience engagement by integrating a mascot strategy within our social media strategy to encourage engagement with the audience and to increase Satir Centre’s online presence.
Apart from that, our insights have revealed that whilst Satir has constructed a good reputation along the year, a lack of effort towards the organization’s aesthetic appearance has resulted in an old-fashioned appeal of the centre, leading to a low public awareness and engagement. To combat that, we have decided to initiate a rebranding initiative to revamp the current brand image of the centre, including redesigning the existing logo, website, social media page and welcome video of the centre.
Project Highlights
Figure 1: Competitors analysis positioning map
Figure 2: Tagline breakdown
Figure 3: SWOT analysis
Figure 4: Campaign proposal submitted to client
Results and Key Takeaways
The presentation of this project produced the following results:
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Obtaining extremely positive feedback from my 5 teammates during the final peer review- obtaining full marks and positive remarks from all members of the team in my leadership and performance.
Some of my key takeaways of this project are:
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Target the pain points efficiently and effectively: As this campaign was suggested on the premise that it should maximise effectiveness with minimal funds, it was extremely important for us to keep a wide perspective throughout to ensure that we are suggesting ideas that can directly target the painpoints of the organisation, and not fall off a tangent and get carried away by wild ideas. Ultimately, this was a reminder that the priority for all campaigns, whether this was executed on a lavish or tight budget, is to solve a problem plaguing the client.