Marketing Professional Practice free essay sample

Executive Summary This report aims to develop some feasible strategies for a non-profit making organization – Care For Your Heart to achieve objectives in certain areas: 1. Enhancing the public awareness of the organization’s profile and service; 2. Reaching the youngsters and working group segments; 3. Gaining more donations for future development; and 4. Strengthening the network with medical doctors or nurses as part of voluntary work. These objectives can be carried out by the three main recommended strategies, include rebranding, sponsorship campaigns, and volunteer programs. Before launching other programs, rebranding is recommended to refine the image of Care For Your Heart by designing a new logo and name, which is more professional and appealing to the target market. The rebranding is also related to the strategies for achieving the organization’s new direction. The sponsorship campaigns aim at attracting companies for sponsorship, enhancing public awareness, and attract donations. The prospective sponsors include Nestle, Hung Fuk Tong, Watson, and HKHC. We will write a custom essay sample on Marketing Professional Practice or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The respective strategies are Nestle milk powder lid design, Turn in Your Can; Hung Fuk Tong Care For Your Heart soup series; Watson Heart Caring Bottle Label Competition and launch of water bottle, carboy bottle design and poster distribution at offices; Cardiac Health Care Bus, Health Care Charity Fund, professional health talks, and Charity Health Check Day. Furthermore, volunteers for current and future events and campaigns are sourced from IVE, medical colleges, doctors, and HKHC. These strategies provide substantial benefits to Care For Your Heart. By successfully striving sponsorship and donations, Care For Your Heart can enhance its visibility, awareness and credibility via appearance of logo on sponsor’s products and websites. Donation is easier to attract when the organization is more credible, and more funds can be used to offer more activities for its members and the public. The campaigns and volunteer programs allow the organization to reach its young and business target markets when products and events are exposed at heavy traffic spots and offices. The sponsorship programs will last for two years, and the volunteer program is on a continuous basis, which the details are shown in the timeline in the later part of this report. And the estimated budget is set. Background of Organization Care For Your Heart is a registered non-profit charitable organization formed by a group of cardiac patients together with their families since 1995. Its services mainly target cardiac patients and their families. In 1998, Care For Your Heart set up the first cardiac mutual help and resource center, and is committed to patients and the public health (Organization Introduction 2010). Up until 2011, Care For Your Heart has more than 2600 members, and over 180 volunteers (Number of Members 2010). Members mostly age around 51 to 80 (Age of Members 2010), and geographically concentrated in Hong Kong Island (Residence of Members 2010). The sources of funds is attracted from multiple channels; include donations, Community Chest, Social Welfare Department and other activities (Sources of Funds 2010). Logo of the Organization The flower-liked logo represents that the organization is concerned about heart related issues. Vision and mission of Organization Care For Your Heart aims to encourage mutual support spirit among cardiac patients and family support, so that the patients can positively face their illness (Organization Introduction 2010). It strives to enhance cardiac patients knowledge towards cardiac diseases, boost recovery, and prevent the opportunity of relapse; to act as a bridge between patients and medical institutions in order to provide all-round services; gather patients, protect and strive for rights and welfares; promoting social knowledge about cardiac disease, prevention, caring and accepting cardiac patients and enhance public awareness towards heart healthiness (Organization Introduction 2010). Care For Your Heart aims to increase the number of members; encourage members nd others to volunteer in charitable events and supporting activities; to attract more stable funding, such as monthly donation; to enhance awareness and educate public about the increasing trend of youngsters suffering from coronary heart disease; to motivate general public changing their lifestyle to improve health; to attract business groups’ awareness about cardiac disease; to establish a stronger network with doctors for f acilitating volunteer work, and other events and activities. (Future Prospect 2010). . Introduction The chairman of Care For Your Heart has illustrated the current issues faced by the organization and proposed several questions. This report is to develop feasible strategies for the organization to overcome its situation and further development in certain area. 1. Develop relevant strategies in order to enhance the public awareness of the organisation’s profile and service; 2. Attract more younger and working groups to join the organization; 3. Gain more donations for further development and 4. Strengthen a network of medical doctors or nurses as part of voluntary work. 2. Target Market 3. 1. Target Group The target market is defined by Care For Your Heart, basing on its current situation and problem. Based on research, heart disease has a rejuvenating trend and threatening working group aged 20 years old or above. These groups are targeted as they are constantly under high pressure and heavy workload. Business class with quick life rhythm typically lack of resting time. In addition, they always overlook the importance of keeping their heart healthy. 3. 2. Medical Doctor Another target group is the medical doctors. Medical doctors play an important role for these kinds of organization because of their professional medical knowledge. Other than that, Care For Your Heart inviting medical doctors for volunteering can expand their network in medical field and increase its credibility to the public . 3. 3. Partnership The following are some suggested partners for Care For Your Heart to cooperate with: * Nestle Hung Fook Tong * Watson * Hong Kong Health Check Medical Diagnostic Group Limited Details will be illustrated in the following part of the report. 3. 4. Other Stakeholder Stakeholders| Details| Donors| * Existing donors (Social Welfare Department, The Community Chest, Food and Health Bureau) * Potential donors at all ages in global * It is important for a non-profit organization to have positive and enough reputation, which will influence donation. Policy from donation also affect the operation of the organization| University| * Helps to disseminate cardiac information * Helps to enhance the awareness of the organisation * Eg: Hong Kong College of Technology, The Chinese University of Hong Kong etc| Hospital| * Reach more cardiac patients * Helps to enhance the reputation of the organisation| General Public| * Opinions leaders who can influence the peers * cardiac patients and families| Media| * Global newspapers and magazines * TV stations, radio stations, newspapers and magazines publishers, leaflets, seminar| Potential Investors| * Corporations or individuals that are interested to invest in â€Å"Care For Your Heart† (Children’s Heart Foundation and The Hong Kong Tuberculosis, Chest and Heart Diseases Association: can enhance the awareness of â€Å"Care For Your Heart† and donation| 3. Campaign Strategy 3. 1. Rebranding As brand is a valuable asset, it allows organization to communicate a clear set of v alues toward its stakeholders. Non-profit organization is a kind of concept-brand which is associated with an abstract concept, such as cancer awareness, environmentalism or cardiac disease (Daly and Moloney 2004, 30). The current logo of Care For Your Heart is too old-fashion and poorly deliver the meaning about cardiac care issues. To best meet the target group, suggestion is given for the organization to redesign its logo and name. Rebranding  is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a new position in the mind of stakeholders (Daly and Moloney 2004, 30). The change in the name and logo of the organization may enhance public awareness and reputation. Furthermore, the newly established brand elements can also better related to the current situation that the organization is facing (Muzellec and Lambkin 2008, 284). The new logo and name designed for the organization aims to better suit the target group, and will be illustrate in the following: 3. 1. 1 New logo: The new logo echoes with the name â€Å"Care For Your Heart†, containing a hand showing a gesture of holding a heart. Hand represents human; gesture represents caring; heart represent cardiac and compassion. The new logo is simple, more eye-catching, and the meaning is more obvious at a glance than the old version, thus the target market can easily understand the role of Care For Your Heart. Furthermore, the logo shows the commitment of Care For Your Heart to embark on a new direction and coordinate with our proposed strategies. 3. 1. 2 New name: Care For Your Heart can rename its Chinese name from to. The new name provides formality, thus projecting a more professional image. Moreover, it can better represent the mission of Care For Your Heart, which is to gather cardiac patients for mutual help and enhance public’s concern of cardiac disease. 3. 2. Seek For Partnership To achieve the goals proposed by the client, it is necessary for the organization to engage some partnership in order to support its daily operation and further activities. There are four potential companies for partnering with Care For Your Heart to enhance awareness, funding supply and voluntary work, including: Nestle, Hung Fong Tong, Watson and Hong Kong Health Check Medical Diagnostic Group Limited. These potential partners have similar vision and mission within Care For Your Heart in terms of concerning the health of people. The cooperation between â€Å"for profit† business and non-profit organization is called cause-related marketing (CRM), which both parties are involved to create mutual benefits. â€Å"For profit† business implemented CRM to build brands, revitalize corporate, carrying out corporate social responsibilities, and make community involvement visible (Papasolomou, and Kitchen 2011, 63). Non-profit organization can be benefited due to the contributions from the â€Å"for profit† business in order to meet its needs and objectives. CRM is proved to be an important marketing tool which demonstrates a firm’s commitment in addressing a social issue (Papasolomou, and Kitchen 2011, 63). The following are the strategies proposed to cooperate with the partners. 3. 3. 1. Nestle Carnation Omega High Calcium Milk Powder Reason for partnership with Nestle Nestle is a well-known nutrition, health and wellness company which founded in Switzerland in 1866. The company’s mission is â€Å"Good Food, Good Life†, which is to provide great tasting, nutritionally superior food and beverage, and great services to consumers around the world (Nestle 2011). Creating shared value is a fundamental part of Nestles way of doing business to create long-term value for shareholders and society, which is beyond compliance and sustainability (Creating Shared Value 2011). One of its products, the Carnation Omega High Calcium Milk Powder is chosen as a health product for the World Heart Day in 2010 and 2011. This low-fat milk power can strengthen the heart and reduces cardiac related diseases. The ingredients and functions of this mike powder are the followings (Milk Powder 2008). i. Omega 3 and 6 fatty acid: Regulate body’s cholesterol level and benefit to the cardiovascular system. ii. Low-fat: Reduce fat absorption which benefit to the heart. iii. High in calcium: Benefit to the bones and prevent osteoporosis. iv. Vitamin A, B and E: Assist in metabolism and health function. This milk powder was sold in different channels as well as supermarket and drugstore in Hong Kong, such as PARKnSHOP, Welcome and Watson. Each of them operates more than 200 stores and has different customer segments. It is believed that Care For Your Heart can gain benefits through enhanced awareness, and obtaining stable and long-term based donation. Proposed Strategy I. Cardiac information inside the lid, and logo on the package. Cardiac information as well as â€Å"7 ways to protect your heart†, â€Å"Make your heart healthier†, etc. is suggested to print on the internal side of the lid. Every time when consumer opens the lid, they can read the information provided by Care For Your Heart. A colorful background can be used in order to attract their attention and increase the visibility of such information. Moreover, the logo of the organization is also printed on the package of the milk powder to gain awareness (Refer to Appendix 1 and 2). The followings are the suggested cardiac information. 7 ways to protect your heart: * Maintain appropriate cholesterol level by having low-fat diet * Maintain appropriate weight and balanced diets. * Eat 2 fruits every day * At least 30 minutes aerobic exercise per day * No smoking and alcohol * Remain a cheerful mood * Regular Body check II. â€Å"Turn in Your cans† Yoplait Yogurt, a France originated brand founded in 1964, had launched a campaign called â€Å"Save Lids to Save Lives† for 10 years. The main concept of this campaign was to raise money for charity organization and activities, such as Susan G. Komen Breast Cancer Foundation,  Race for the Cure, etc. Every lid that the customer reserved, Yoplait will donate US$0. 1 after they registered the code number on the lid online (Save Lids to Save Lives 2011). A loyalty program called â€Å"Turn in Your Cans† is proposed to achieve long-term relationship among three parties: the customer, Care For Your Heart, and Nestle. When customer finished one can of milk powder, they could turn in the can to a supermarket or drugstore, then Nestle could collect those cans for recycling. A stamp would be awarded per one returned can. When customer collected 3, 5 and 10 stamps, they can enjoy discount of 10%, 30% and 50% respectively for the next purchase. This campaign could increase customers’ loyalty towards this milk powder, and attract purchases from new customers. As a result, Nestle can gain an increase in sales, and Care For Your Heart can receive donations. III. 5% donation from the total sales of the milk powder To obtain long-term donation, Care For Your Heart could receive 5% of total sales from this milk powder. The milk powder is selling at the price around HKD$104. 6, which means Care For Your Heart can receive approximately HKD$5 from each can of milk powder sold. 3. 3. 2. Hung Fook Tong Reason for partnership with Hung Fook Tong Hung Fook Tong is the biggest herbal tea group in Hong Kong founded in 1980s. With more than 700 staff members, and over 100 stores among Hong Kong (Milestone 2011), it is persistent in using genuine ingredients with no added preservatives in the product. Producing and developing quality products are the philosophy of â€Å"making naturally† (Mission 2011). In 2011, Hung Fook Tong acquired the prime awards for corporate social responsibility 2011 from Prime magazine (Company news 2011), which shows that Hung Fook Tong continuously strive to fulfill corporate social responsibility. Hung Fook Tong has introduced a series of Chinese soup and individually packed soup into the market under its brand name. Those series of soup is nourishing, which helps to maintain good body condition and is good for health. As individually packed soup could reduce the time of making soup at home, it is typically popular among working class. Thus Hung Fook Tong is another suggested source to cooperate with for gaining long-term donation and enhancing public awareness. Proposed Strategy I. â€Å"Care For Your Heart† soup series There are several soup recipes shared by some Chinese medical doctors on Care For Your Heart website. Those soups are beneficial to the heart and can prevent heart attack. Care For Your Heart could cooperate with Hung Fook Tong to introduce these series of soup or invest in new soups for the target market. Such as: * Mushroom  soup with bamboo fungus and  lotus root. * Black hen soup with lily and cloud ear fungus. * Black hen soup with chestnut. These series of soup can sold at a cheaper price HKD$40 for increasing sales volume, which others series are sold at HKD$48 and HKD$63. II. Logo on the package front and cardiac information at the package back The logo of Care For Your Heart is suggested to put on the front side of the individually packaged soup, and some cardiac information at the back. This increases the visibility of the organization, as well as disseminating cardiac information when customer turns the package to look at the ingredient list of the soup. During the selection process, consumers make decisions base on the soup’s functions, thus the â€Å"Care For Your Heart series† can impress those that concern about heart health, and attract those customers that are previously not aware of the heart health series. The logo of Care For your Heart can also be placed on the menu to increase visibility (Refer to Appendix 3 and 4). III. 5 % donation from the total sales of â€Å"Care For Your Heart† series Care For Your Heart could receive 5% total sales of individually packed soup in order to obtain long-term donation. Each individually packed soup is sold at the price around HKD$40, which means Care For Your Heart can received approximate HKD$2 from each sold of the soup. IV. Coupon Hung Fook Tong can also sponsor 500 packs of coupons, which contains 10 pieces within one pack with a total value of HKD$398, to Care For Your Heart for voluntary reward purpose. 3. 3. 3. Watson Reason for partnership with Watson Firstly, Watsons Water under A. S. Watson Group is currently a wholly owned subsidiary of the Hutchison Whampoa Limited, and is a world-renowned brand for supplying purest quality water. Moreover, the A. S. Watson Group has obtained a number of awards, such as â€Å"Asia’s Best Brand Award – for excellence in Branding and Marketing† in 2010 and 2011, â€Å"Caring Company† by the Hong Kong Council of Social Services from 2002 to 2011, and â€Å"Top Ten Brand names Award† by Chinese Manufacturer’ Association of Hong Kong in 2003 (Our Achievements 2011). Furthermore, A. S. Watson Group is positive related to healthiness, as it owns the Watsons Athletic Club which is committed in sponsoring and supporting local athletic events. This healthy association links with Care For Your Heart’s mission to improve public’s health issues. Secondly, the A. S. Watson Group is committed in performing corporate social responsibilities, and view CSR as opportunities. From A. S. Watson official website: â€Å"We encourage our business unites to develop programmes with organizations that are relevant to local community needs, and we support our employees’ effort in getting involved and contributing to society (Lai 2011). † This provides a favorable circumstance for Care For Your Heart to persuade Watson’s participation. Thirdly, Watsons Water has wide distribution channels, from street stores to big chained supermarkets. With the various availability of channels, it allows Care For Your Heart to increase exposure to the public and enhance the recognition of the company name. Proposed Strategy There are 3 main activities in this campaign: including Watsons bottled water label design competition, donation from the designed bottle, and cardiac slogan labels on Watsons Water carboy series and posters distributed to offices I. Watsons bottled water label design competition The first stage of this campaign starts with organizing a Watsons bottled water (both distilled and mineral water) label competition hosts by Watson and cooperates by Care For Your Heart. The theme of this competition is called â€Å" † â€Å"Watsons Heart Caring Bottle Design Competition†, which encourage a submission of bottle label design aiming at enhancing public’s awareness towards cardiac disease. The competition will open for one to two months and targets youngsters age 15 to 25, whom are interested in drawing or design, and would seek for self-esteem through competition. The opening of this competition will be announced via newspapers (both paid and free), Watsons Water’s official website, and Facebook page. For motivation, awards will be given to the top three winners. The tentative prizes include: Champion: HK$5000 with certificate First runner up: HK$3000 with certificate Second runner up: HK$1500 with certificate All participants will also obtain a certificate as encouragement. After collecting all designs, both Watson and Care For Your Heart will have representatives appraising the designs and select the winners. A press conference will be held for the announcement and award ceremony of the top three winners. And their work will be launched on the bottle, which will be further discussed below. II. Launch of the specially designed bottle for donation to Care For Your Heart After the end of competition, the second stage of the campaign is the launch of this specially designed Watsons Water. The top three winners’ designs will be launched for 280ML to 800ML bottled water, both distilled and mineral. The distribution channels include all major types of supermarkets (Welcome, Parkn’ Shop, City’super etc. ), convenient stores (7-11, Circle K etc. ). The preparation for the label design will be around one month, and the tentative distribution period is set to be 2 to 4 months. Care For Your Heart can negotiate the percentage of total sales for donation with Watson. The recommended percentage is 5 to 15%. Furthermore, the label will contain information about the donation. For example: â€Å"Every bottle of water you purchase, Watson will donate $1 for Care For Your Heart on cardiac disease funding. † III. Cardiac info/ slogan on the Watson’s water carboy series in offices and posters distribution The third stage of the campaign is the launch of promotional label on Watsons Water carboy together with the distribution of posters to offices. The objectives of this event are to create opportunity for Care For Your Heart to reach the business sectors and to increase their awareness towards cardiac disease and provide some tips on prevention. This campaign will last for one to one and a half year. i. Poster Posters will be distributed together with the water bottles, and encourages offices to post it in the pantry or places near the water dispenser. The poster will contain some brief tips on preventing the formation of cardiac disease due to stress and imbalanced lifestyle. The information on the poster is the same as the information on the lids of the Nestle milk powder (Refer to Appendix 5). ii. Label A label is designed for 4. 5L, 12L and 18L bottles which fit most types of water dispenser, containing Care For Your Heart’s logo, slogans about heart protection. Appendix 6 shows an example of the label design. IV. 5% donation from the sales of designed Watsons Water bottle Watsons bottle water sold at the price HKD$6. 5, which Care For Your Heart can receive an approximate donation of HKD$0. 3 per bottle of the water sold. 3. 3. 4. Hong Kong Health Check Medical Diagnostic Group Limited (HKHC) Reason for partnership with HKHC Hong Kong Health Check Medical Diagnostic Group Limited (HKHC) is a company providing a variety of body check service to the community and has developed 15 health checking center in Hong Kong. The mission of the company is to provide  excellent  and  high standards of  imaging and  diagnostic services in order to improve  community  health under the concept of  preventive medicine. (About Us, 2011) It is chosen to work with Care For Your Heart as the two organizations are sharing similar missions of improving community health and health care awareness. Proposed Strategy I. Cardiac Health Care Bus The main functions of the Cardiac Health Care Bus are to provide free basic heart disease related health checks, for example, blood pressure, blood sugar, cholesterol; and educate public about heart disease preventions. If patients are diagnosed to have a possibility of getting cardiac disease, they will be refered to HKHC for a comprehensive health check. A medical professional and two volunteers from Care For Your Heart will be on duty in the bus. There will be 6 buses available, 3 for New Territories, 2 for Kowloon and 1 for Hong Kong Island. The buses will serve everyday in two spots with two time periods, from 11a. m. to 3p. m, and 4p. m. to 8p. m. , which can serve around 50 to 70 people every day. This idea is feasible as it has been successfully adopted by other organizations, such as the Pok Oi Hospital. II. Health Care Charity Fund (HCCF) HCCF is a working partner of HKHC, who aims to implant the concept of Health we care you care to the community through educational and medical healthcare service (Vision and Mission. 2011). Its missions are to help the needy of the community by offering free health check services and organizing professional health talks; to increase the healthcare awareness of the community by promoting the concept of preventive healthcare through comprehensive periodic health check at the highest standard; and to serve the community through supporting volunteering services which organized by non-profit making organizations or collaborated with local communities (Vision and Mission. 2011). The nature of this organization fits with Care For Your Heart’s vision as both organizations achieve their missions by organizing talks, fund raising and voluntary work. Two programs are designed for corporation of CFYH and HCCF. i. Professional Health Talks Health talks will operate once each year at each community center in 18 districts by Care For Your Heart. The talks emphasize on heart care related topics, such as prevention, types of heart disease etc. Professional speakers are the volunteers from HKHC and talks are sponsored by HCCF. Each talk is opened for 100 to 200 audiences (depends on the population of the district) and is free of charge. The target of this campaign is to reach citizens in 18 districts within one year and four months for 6 districts. For the first four months, talks will operate in North, Tai Po, Sha Tin, Tsuen Wan, Tuen Mun and Yeun Long; the next four months will operate in Kwai Tsing, Kowloon City Kwun Tong, Sham Shui Po, Wong Tai Sin and Yau Tsim Mong; and the last four months will operate in Island, Sai Kung, Central and Western, Eastern, Southern and Wan Chai. ii. Charity Health Check Day The date of Charity Health Check Day is set on the World Heart Day in every year. 5 to 10% of body checks income from HKHC will donate to Care For Your Heart through HCCF. HCCF used this format previously with HKHC and the Senior Citizen Home Safety Association (SCHSA) on mother’s and father’s day in 2011. Part of the body check income on that day was donated to HCCF, and the donations are used to provide personal emergency link for the elderly people (Tuesday Charity Health Check Day, 2011. ). 3. 3. Potential benefits receive by Care For Your Heart By the partnership with the above sponsors, Care For Your Heart can be benefited in various ways. I. Enhance awareness Firstly, as concerned by Care For Your Heart, it is currently facing low recognition by the public. To reverse this situation, its visibility, awareness and credibility can be increased by having Care For Your Heart’s name and logo appearing on sponsor’s events, and product packaging, which the product is well-recognized, easily found and consumed. Care For Your Heart can also leverage Nestle, Hung Fook Tong, Watson and HKHC’s goodwill on being healthy. Moreover, those sponsors enhance Care For Your Heart’s publicity by placing the organization name as the beneficiary organization at the end of the TV commercial. II. Reach the target segments Those proposed strategies allow Care For Your Hear to reach its desired target segments – the youngsters and businesses. Different channels were used for the distribution of the product by Nestle and Hung Fook Tong, such as supermarket, drugstore and MTR shop as well, which helps in increase exposure and visibility of its name and logo to different segment. Moreover, the Watson bottle water competition provides an opportunity for youngsters to demonstrate their stills in art, and act as a channel to educate them about cardiac diseases through participation. On the other hand, labels on carboy bottles and posters in office pantry can be an attention getting tool. By placing these at prominent spot, it can firstly get their attention. When they are continuously exposed to the information, they will be able to remember and recall the message. Furthermore, if the Cardiac Health Care Bus is successfully introduced, the mobility of those buses can further help Care For Your Heart in reaching more people in Hong Kong. III. Donation Donations can be gained through the sales of each product and the money can be used for funding daily operations or future activities. Furthermore, if the sponsors are willing to renew the contracts with Care For Your Heart, it will be able to obtain donations in a long-term basis. 3. 4. Potential benefits receive by sponsors I. Perform Corporate Social Responsibility The main benefit that Nestle, Hung Fook Tong, Watson and HKHC could gain is to accomplish its role in performing corporate social responsibility. Each company is committed to invest on creating shared value for society, as well as social welfare, environmental protection and other aspects regarding to the global compact. Companies could achieve its goals when cooperating with Care For Your Heart. II. Improved brand image Furthermore, the ultimate objective of performing CSR is to improve consumers’ perception towards the brand, which is being a contributor to the society thus enhancing goodwill. III. Boost Sales Each sponsor can boost its sales or expands market share due to its contribution to the society. Customers are more likely to choose a product when they realize that they can engaging in the contribution process (Stanalan, Lwin, and Murphy 2011, 51). IV. Benefits distributed by Care For Your Heart Care For Your Heart will provide the following benefits to all sponsors: * Have a one page free advertisement in the organisation magazine and annual report. Brief profile of the sponsors and the detail of ongoing campaigns on Care For You Heart website * Acknowledge the name and logo at the bottom of Care For Your Heart official website with hyperlinks to sponsors’ homepages * Acknowledge the name and logo on all promotion materials including newsletters, organisation magazines, broch ure covers or free gift bags etc. * Acknowledge the name and logo of sponsors on volunteers’ shirts * Provide at least one banner during any events * Announcement of sponsorships in all events or public speech * Guaranteed to be the only sponsor in the same category of industry * Allow to display company’s materials or products on the table for any events 3. 5. Volunteers’ recruitment The recruitment of volunteers for Care For Your Heart targets three groups: students from IVE, trainees of medical colleges, retired doctors, and the Hong Kong Health Check Medical Diagnostic Group. The details of the recruitment program are the followings. IVE On recruiting volunteers for Care For Your Heart, firstly, a non-academic volunteer program can be opened for the Hong Kong Institute of Vocational Education students majoring in Applied Nutritional Science, Pharmaceutical, Medical and Health Care, or Social services. Students are encouraged to apply the campaign throughout their study. This volunteer campaign requires students to participate in volunteer work for Care For Your Heart once in two weeks for four to six hours. The working time will be recorded and accumulated until they graduate or withdraw from the program. A quota on working time is set for students as a goal, for example, participating volunteer work for 72 hours in half a year. Students who have achieved the goal of this program will be rewarded with a non-academic award by Care For Your Heart, which is beneficial to their future career. Medical colleges’ trainees Secondly, trainees in medical colleges of the University of Hong Kong and the Chinese University of Hong Kong are a considerable group for voluntary works. They obtain the required health care knowledge and elementary first aid skills. Moreover, this voluntary program can be included as part of the intern training. Similar with the program for IVE, a certificate will be given to participants as a reward, which helps their future career. Moreover, participants can enrich their practical experience before they enter the society. Medical professional Thirdly, doctors are another great source to attract as volunteers. They obtain the expertise in the cardiac field thus able to provide professional consultation for patients. Care For Your Heart can target this group by inviting those doctors that are seeking self-actualization, and appeal to them through mental motivation. For example, suggesting them to offer one or two days of voluntary consultation. By acquiring a sufficient number of voluntary doctors, members of Care For Your Heart can be benefited as it has more human resources to organize thorough functions and events for its members and the public, thus achieving the goals of increasing public awareness towards cardiac disease. Moreover, doctors can enhance their reputation and image by showing their sincerity in contributing to the society. Hong Kong Health Check Medical Diagnostic Group Lastly, referring to the event of the Cardiac Health Care Bus campaign, doctors from the Hong Kong Health Check Medical Diagnostic Group will volunteer for conducting simple tests and explain the health report to patients. Moreover, regarding this event, additional helpers are needed for showing information and assisting the doctor. These helpers can be chosen from IVE and medical college volunteers mentioned above. 3. 6. 5. Motivations to volunteers Besides, by analyzing their profile, Care For Your Heart can obtain data on the number of medical professionals and young volunteers the organization has attracted . ii. Amount of Donation Two sources of donations are needed to be evaluated: the public and partnership programs. By measuring the amount of donation from public and sponsoring partners, it can reflect Care For Your Heart’s reputation and credibility in public’s mindset. It can also show the benefits gain by both parties when the campaigns are launched (increased sales, product awareness and reputation). iii. Awareness Public opinion research will be conducted 3 times after 4, 12 and 24 months. The survey aims to collect data including: awareness and image of the organization; frequency and amount of donation; and awareness of activities and partnership program. The result will demonstrate whether the new strategies and rebranding are successful in enhancing the public awareness, especially within the working class. Regulate evaluation acts as a monitory function and can state the weaknesses of each program. Therefore, the organization can reinforce certain areas in order to achieve the ultimate goals. 6. Conclusion To conclude, Care For Your Heart could reach its target groups and deliver cardiac related information to the public by adopting the strategies mentioned above. Rebranding and those cooperative strategies can meet its goals effectively and efficiently. By performing cause-related marketing, all participating parties will receive benefits from the campaigns, as well as enhancing public awareness and improving brand image. The sales volume of the newly introduced products and the current product will also be increased, due to the change of customers’ perception towards the brand. The corporate partners will provide funding supply from the donations gained from product sales, and hence increase the cash flow of Care For Your Heart. Moreover, the reputation of Care For Your Heart will also be enhanced by the well-known partners. http://www. pokoi. org. hk/tc/services_cmedical. aspx http://www. hungfooktong. com/news/n017/index. html http://www.nestle.com/ http://www.aswatson.com/our-customers/

Multiculturalism Essays

Multiculturalism Essays Multiculturalism Essay Multiculturalism Essay Name: Instructor: Class: Date: Multiculturalism Part A Title: SOCCER, THE LEFT, AND THE FARCE OF MULTICULTURALISM. Author: John Frederick Pepple Website: scribd.com/doc/33444041/Soccer-the-Left-the-Farce-of-Multiculturalism Part B: The article begins with an introductory question to why America‘s leftists are open-minded about foreign sports. It questions the open-mindedness of the entire American population towards sports and talks about how the American population has been prejudicial against foreign sports especially football yet these same people admire foreign art, foreign dishes, foreign music and other foreign things. He criticizes the leftist movement who claim to be very liberal on issues that affect the society. He explains that it is only in the 1970s, when the American leftists stopped being prejudicial against soccer and other foreign sports (Pepple, 2010). He calls the educational movement, multiculturalism. It is a farce movement because of two main reasons. The administrators in institutions who insist that students respect foreign sports do not respect the sports themselves. Secondly, the writer states that the sports have been disrespected by other cultures and Americans who have a general view that soccer is a boring sport. The main reason behind soccer prejudice dates back to the post war period where other native sports such as baseball and other sports that are regarded of highly in the American culture were started. The writer in the article refutes the claim that multiculturalism exists (Pepple, 2010). Part C: Multiculturalism can be expressly defined as participation in the different cultures of different people or countries. Depending on the perspective of determining whether multiculturalism exists, answers can vary. However, I think that the societies all over the world have embraced multiculturalism in one aspect or the other. For example, people in America consume foods that were not native to the American continent. For example, sushi, truffles, and lasagna are foods that are very popular among the American population regardless of the origin. This clearly shows that the American population has embraced multiculturalism in varying aspects. Internationalization of sports has enabled the growth of majority of sports activities tremendously; sports such as football, athletics have become the center for nationalism in many countries. This has also been facilitated by international sporting events such as the world cup and the Olympics. Such international events provide a platform for people especially visitors or tourists to sample new cultures and learn more about these cultures. This enables cultures to grow outside their nativity and people get to embrace aspects in their lives such as yoga, which has become very common among people all over the world. The world has become a global village due to advancements in technology. Such advancements have enabled people from different cultures to interact regardless of their locations and share the aspects of cultures. It also ahs enabled people to intermarry and break the cultural barriers that have been at the centre of societal prejudices. Statistics estimate that in the next fifty years there will be no majority race in the United States, this shows that people are slowly accepting each other’s cultures and thus multiculturalism is inevitable and is in existence (Hsu, 2009). References Hsu, H. (2009). The end of White America? The Atlantic 41–42. Pepple, J.F. (2010). Soccer, the left and the farce of multiculturalism. Bloomington, IN: Author House Publishers.

How do video games affect socialization skills in children Research Paper

How do video games affect socialization skills in children - Research Paper Example There are five major categories of video games – Sports, General entertainment, Fantasy violence, Human violence and Education. Medicine and psychological experts are divided adverse effects on video games on children especially with regard to their socialization skills. The major pros and cons of playing video games have been highlighted below. Positives Entertainment and Fun learning Promoted even by educational institutions Encourages problem solving skills Interactive Sense of achievement Improves perceptual, motor and cognitive skills Improves planning and handling of complex situations. Negatives Poor academics Addictive Highly aggressive Accepts violence as being normal Leads to health hazards like Obesity and other diseases Increases heart rate, sugar and blood pressure levels Empirical evidence suggests that, more often than not, the negatives outweigh the benefits. Social activists and health experts advise regular parental control over the amount of time the child s pends on playing video games and the nature of games being played. Children are strongly urged to keep away from games portraying too much violence. Review Of Literature A recent study conducted by Cheryl K. Olson, a researcher at Massachusetts General Hospital's Center for Mental Health and Media in Boston, indicated that fears on the adverse effect of video games on kids were unfounded. He highlighted that video game benefits can include nourishment of self esteem, pride and socialization skills. He concluded that kids can learn academics, social interaction and cooperation and even history from video games. He recommended that parental guidance and control were key to kids’ obtaining maximum benefits from video gaming. Dawar (2010) concedes that evidence exists that playing violent video games makes kids more aggressive and less sympathetic towards victims. But, he argues that video games feature characters helping each other and thereby makes the kids friendlier. He remar ks that international evidence from correlational, longitudinal and experimental studies indicate that kids playing prosocial games were definitely better skilled at socialization. The National Network for Child Care (NNCC) reports that children spending too much time on video games result in compromised social skills. Social skills like learning how to share with others, carry on a conversation etc. are imperative to juvenile development. It further states that social skills need to be modeled on parents not machines like video gaming consoles. Affonso (1999) found that teenagers are much heavier Internet users than their parents. Adults deployed the Interne to seek out job and employment-related information. The teenagers were more likely to play games, listen to music and meet new people. He voiced concern that Internet mirrored television and will intensify the negative effects on our social skills and that we are encouraging our children to become social nitwits! However, he wa s not all skeptical about the effect of video games on children. He also indicated that most children were quite capable of handling themselves and technology had proven to be a positive enhancement to growth. According to him, children used the technology to play, learn, communicate and form relationships as children always have. Development is enhanced in an interactive world." Johnson (2007) argued that gaming sharpened thinking, social skills and perception. It was fun and promoted

BSG game reflective report Essay Example | Topics and Well Written Essays - 1000 words - 1

BSG game reflective report - Essay Example The main strategy used by Big Foot all through the game was best price strategy. Placing our products in the competitive market, ensuring that the price was viable was the only way to achieve maximum profitability of the business. Notably, this was part of the 3 year strategic plan developed by the entire team. Price concentration was highly effective, and as evidenced by its outcomes, Big Foot footwear was always at the top of all other groups, controlling a sizeable market share, which by 2015 was as high as 51.07%. Concentration on one strategy assisted the organization maintain increment in value all through the 5 periods it was operational. Most of the applied strategies in the game were all courtesy of the MBA program. Some of the most valuable theories that I learnt in when pursuing my masters were the strategies needed for one to compete in a global market. One of the crucial theories learnt in class applicable in any business environment is the Porters 5 forces of industrial analysis. Porters five forces were largely applicable in the BSG online game in that understanding the various tools for industry analysis, comparing the success levels of the competition and as well as the prices were largely used through the development of the business strategy for BIG FOOT company. The applicability of porter’s 5 forces in any given industry is crucial in the deciding of the business strategy. In the case of Big Foot for instance, understanding the power of suppliers solely relied on two features which were quality and price (Spulber, 2009, 262). The threat of substitutes is entirely reliant on the price strategy. With our team understanding this reality, we focused all our efforts and creating the best price for the best quality product in the market. Assessing the industry through evaluation of substitutes showed the nature of competition was very stiff and despite the fact

Do Some Elements Of Religion Have More Weight Than Others Essay

Do Some Elements Of Religion Have More Weight Than Others - Essay Example However these elements do not hold same value as each other. Elements like belief system, rituals and emotional experience have more value than other elements of religion. Belief system has always been the foundation of a religion and without it the pillar of religion would shake. Every religion is based on certain beliefs and faith and hence it has more weight than other elements. Without belief there a religion cannot exist. According to (Cline,2011)â€Å"Religion is certainly a type of belief system, but not all belief systems are religion. Differentiating religious from non-religious belief systems is sometimes easy, but other times rather difficult†. Religious beliefs gives a meaning and perception to a person’s imagination .Religious beliefs are supernatural in nature and people believe in it with full faith .People and various communities throughout the world have been believing in sets of rules and customs since ages, which is passed on to them by their ancestor s. These religious belief systems are based on the writings and teachings made by the founder of these religious concepts. The ideas and thoughts of religion are codified in to belief system and hence it’s of high value.... Even though the religion has 8 elements few element can be seen as totally absent. We can see that element like true devotion and self realization is absent .The people are now more in to religion for material benefits and there is not honesty or truth in their practice of religion. People are not pure in their thought and actions even though they follow the customs and rituals of their religion. To be faithful in religion, one must be pure in thoughts and deeds and in the present religious practice it is more of outwardly action that inward. Sometimes people practice a religion just for namesake and there is no meaning to it from their part. In ancient times, God and religion was really sacred concepts and people gave it prior importance than people of these times. Another element totally absent in religion is the process of self realization. People all over the world do pray and perform rituals, but they fail to acknowledge the divinity inside them. This problem arises due to the l ack of education from religious perspective. People believe that God is an outwardly thing and pray and struggle before God. They fail to understand that God exist in the core of our heart and realizing him is the sole way to be happy. People mostly love God for their self benefit and not out of natural love for him. When one understands that God is inside him, he will be blissful and content with life. People need to enquire about self and his purpose on this earth in order to prove his love to God. Scientology is a concept which believes that human beings are immortal and it concentrates on human rights. As per (Kent,1997) â€Å"Although some social scientists insist that Scientology is a religion, the more appropriate position to take is that the

Senses Truth

Senses Truth Senses Your senses are the inner being of our souls and that is what needs to be used first and foremost. Trust can be broken and emotions are deceiving/ Our senses tell us when something is wrong and if we chose to ignore our senses and trust what someone is telling us we can end up being hurt and if we go on emotions boy, children get hurt many times when they feel that bad and trust that a bad person with a sob story will tell them. NO we need to trust our senses Tricky question FIRST, we have to be totally AWARE of our senses what they make us feel like and what they mean. Emotions are quite a bit harder to truly understand. When a person IS totally aware of their senses, then it is important to trust them at all times. Emotions should be acted on only after you really understand them, so trusting them automatically is not always wise. The senses never give us truth they give us data. Truth is not something we sense, it is something we recognize. Truth is a state of being. Accuracy of the data imparted by the senses is pretty reliable, however our interpretation of that data is many times in error. Emotion is the bodys reaction to thought. We can trust the information that emotion imparts only as far as we have been able to become aware of how it operates in our lives. All emotion is giving us information about ourselves and is best dealt with acceptance for what it is. Knowing the real message of our emotions as opposed to just reacting with them is the measure of how much one can trust his emotions. Most of the time, but not always. Because if youre hopped up on pills, well then your senses really wont be all that reliable. The question is askew. Rephrase, -when should we trust our senses in rooting out a lie-. Our senses work best in trying to prove if something violates our knowledge of reality, not if what we know is absolutely true, but rather if a new truth violates known truths, and the old ways remain the way. Previous experience with our senses let us know that something is fishy. We may not know the truth per say, but we know crap on velcro when we smell it. When I feel theres something is wrong, theres a truth to it. When I fell I cant stand anymore then I should let go. Our greatest enemy is ourself including our senses. What we feel sometimes kills us or telling us what will come ahead. We should know when to trust our senses and when not to.the truth is what we sense,different sense got different truth,but is is all based on what we SENSE,and SENSING is the nature who know ITSELF,SO ALL IS TRUTH. EVEN ILLUSION IS THE TRUTH OF SOMETHING REALLY EXIST BEHIND THE SENSING. I strongly believe in trusting ur instincts ur inner voice. But u should also take into account the evidence the clues around us. hey guys im going to do my ToK essay on When should we trust our senses to give us truth? (#2) Some ideas ive got so far is defining truth . how sense perception is how we see the world and the way we interpret it might be flawed and so what we take to be true could be false I cannot really come up with any examples of WHEN we should trust our senses to give us the truth because i dont really believe senses give us the truth ( except for when my milk is really hot or cold but again that is with respect to me, might be the opposite for another) .. i think senses just gives us raw information tht we then process through our knowledge and come up with what we believe is true but is what we believe to be true really true? yeah am i heading in the right direction with this essay? any help appreciated hey i am doing the same topic yea i think ur in d right direction..start by defining truth (this can get philosophical) and then the senses namely sight, smell, touch, hearing and taste. The functioning of all these senses together may give u sum truth (again, what is truth) but isnt truth based on our own perception? the best example for reasoning that i came up with is belief in god. we dont see him, hear him, feel him, etc. but we still believe in him. Now wat causes this? It is the faith and for us it becomes the ultimate truth. then wat if u hav a cold? can u still trust ur sense of smell? just emphasize on small everyday examples..it should b fine. Glad to help. Keep me posted if u hva any other ideas I think youre heading in the right direction! For TOK essays I have found that you dont have to come up with an answer, you just have to debate the topic (because when is there ever an answer in philosophy?) Somehow, you should relate it back to knowledge. Research the philosopher A.J. Ayer and his concept of justified true belief basically, for something to be known it has to be believed, justified (by the senses perhaps) and true. The difficulty is proving whether something is true (science, for example, never proves anything just supports it). Then, theres the whole spiral of how to test the accuracy of your senses (or any other way of knowing): how do you then test the accuracy of the method you use to test whether your senses were accurate, and then how do you test this method etc. There is another theory of knowledge known as justified reliablism where for a knowledge claim to be knowledge it has to be believed, true and justified according to a reliable cognitive process t here is a lot of debate over what constitutes a reliable cognitive process and in particular about whether the senses are trustworthy enough to be this process. Its worth a research. The question seems to be rooted in a similar question from last year: Are some ways of knowing more likely to lead to the truth than others? If you could get hold of some of these essays you would definitely get some idea of how to tackle this question (Just dont misuse them using same examples, etc.). If you ask nicely, I can email you my response to that very question. Truth I hav a question definin truth n al that is fine! but isnt the topic suppose to be around when can v trust the senses..to giv us truth True, and that is what the essay should focus on, but at the beginning of your essay you need to define your terms. There is no point writing an essay that no-one understands. When I say define truth, I mean briefly take a paragraph or so and the beginning of your essay to define stuff (knowledge, truth, just some of the more abstract concepts that youll be dealing with) TRUTH is CREATED as part of a biological process. It can be understood in terms of DEVELOPMENT, ECOLOGY, EVOLUTION, and PHYSIOLOGY. As we transfer information we learn about the world (lets call it reality) into ourselves by means of whatever sensory abilities we can bring to bear, we are right to question and test our percxeptions to establish the validity and reliability of our experiences and the beliefs they engender. Is there a difference between the real world (reality) and what we think we know about it (truth) We are all concerned about what is true and what is not with what is real. Do we always perceive what we think we do? How far can we trust our senses? (read Plato on this point!) Scientists that explore the boundaries of what is known of the world are especially wary. They are often confronted with information for which there is little or no precedent to guide their judgment about the meaning of their data. For example, having an emotional investment in a particular outcome of an experiment is a notorious source of unconscious bias. The objectivity of a researcher is highly admired as is their efforts to assure the validity and reliability of their data. Never, our senses are deceiving. There is no constant formula to our senses. It what makes it so hard for us to observe things clearly, to gain a sense of reality. We shall never be able to perceive something from other peoples viewpoints, ergo we shall never have a shared opinion. If anything, we can only rely on mathematics and reason. It is the most universal thing we have. Your senses, sight, hearing etc always give you the truth, they are incapable of anything else. The problem is, how do you interpret the evidence. There are books on optical illusions but if you know its an illusion it easy to see the trickery. If you dont know its an illusion you can be fooled, so be cautious. its what you perceive as truth till you shown different..for example..when we ask mommie and daddy where do babies come from and you get the ole stork storyyou find out laterya know? #1. When they corroborate with what we logically reason. #2. Whenever they do not contradict themselves, or the past. #3. Whenever you are sensible, alert, and at rest. As examples, being drunk or high does not count as this. #4. At all times. You can trust your senses! They simply pick up what is around us! #5. Never. Do not trust your senses! They are fooled far too easily! Any time that truth can be independently verified by evidence, sound logic, science, etc. True of false exists only in our language. There is a commonly told joke of a man driving on a two laned roadway. A beautiful woman drives past him going the other way in a convertible. As she goes by she leans out and yells, PIG. The man is visibly upset and starts thinking, Why did she call me a pig? I dont even know this woman. Maybe I met her and dont really remember her face? He continues driving as hes having these thoughts. As he rounds a bend in the road, he runs into a huge pig standing in the road. So all that happend was she yelled pig. There was nothing true of false in what she did. But his interpretation of her actionthat she called him a pigwas not related to the reality of what happened. Even had he thought she was trying to warn him, that would only have been one possible interpretation and may not have been any more true than the interpretation the shes calling him a pig. when we are using our senses solely for the material sides of things, and we feel certain that we would have the agreement of most or all rational observers over what we sense. In a rational state of mind, a car seen approaching should be taken as a real event. find that strictly scientific people have problems straying from their scientific rigor in ToK. You must find a way to diverge from this science thing and write a balanced essay. Ill say what I always do in these ToK threads. Find something one end of the spectrum such as Math/Science and then find another AoK to contrast it with such as Art/Ethics etc. I dont believe we should ever trust our senses to give us truth. Why do you think we have created so much advanced machinery that can perceive what we cannot, to give us reliable knowledge? Did your teacher not show you psychological illusions to show how awful our perception and senses are? The bottom line is that we should rarely trust our senses to give us truth, but unfortunately they are all we have Our senses are how we view the outside world. Without them, we would be hopeless. I then gave a few examples of animals trusting senses with their lives senses are used to understand the outside world, the world that is foreign from our bodies. However, our senses can be deceived, like a magic trick. Also, there are some spectras of light that our human eye cannot see. So therefore, we cant trust our senses to give us ALL the info. Then I defined truth and linked it with the information that our senses gave. Then I stated that perhaps what we see may not be what we see after all, just what we call it. Hence, I am typing on a computer, or more accurately, I am communicating my ideas to you on a object I call a computer, whether it be it or not. The latter would be more true than the former. Quote Rene Descartes and describe the Matrix-effect. Then conclude. Cant remember what I got exactly, but I remember I did really well. Hope it helps. I think one big way of knowing to talk about in this title would be perception and the problems with perception, how perception are subjective/biased? and can be deceived. But as you said its important to focus on the WHEN of perception, not the WHETHER. Tok essays are about 4 things defining the words arguing against what you think arguing for what you think concluding that what you think is write with a sprinkling of areas of knowledge throughout 2bh ur question doesnt seem very TOKey, it doesnt lend itself to any specific area of knowledge. relate truth to truth in science and maths or 2 other areas of knowledge. for example in science we see salt dissappear when it goes into water, but if we evaporate off the water than the salt will still be there. what we observe is something dissaperaing but the truth (scientific truth) is that the salt dissolves due to etc etc scientific explanation. i submitted this essay yesterday.. it had the same question to answer.. you just mention in the main body a bit about the argument between believing in senses or not with evidences and the say when we must trust them .. i wrote that we trust them when it seems logical for example when u put a pencil in a cup of water then observe the pencil broken because of refraction,, then in this case u dont believe in it because u can easily use another sense which is touch to check.. thats what i wrote i dont know if its right or not .. but nothing is wrong in TOK.. right..? >> think so just give alot of examples in ur essay.. hope ive helped..

Response to the Film William Faulkner, a Life on Paper :: Movie Film Essays

Response to the Film William Faulkner, a Life on Paper My first response in general to the film is how utterly scary many of the people interviewed were. Coming from Central Florida, I can honestly say I am not from the Deep South, as there were several instances where someone was speaking in the film and I simply could not figure out what they were saying through their accent. Of the people interviewed who were not locals from Mississippi, many of the Hollywood representatives were decidedly more intelligible yet no less intimidating, many of them men I would not want to be stuck talking to in a party. But aside from such characters, the film created an interesting portrait of Faulkner the father. One could certainly see intent on the filmmakers’ part to cast Faulkner the father in the shadow of Faulkner the author. The film shows interviews with two of Faulkner’s daughters: one full and one stepdaughter. Intriguingly, the latter of these is shown speaking on camera only once, a scene in which she characterized her stepfather’s severe drinking problems and how scared she was of her stepfather during those experiences. Jill, his full daughter, seemed to go along with these sentiments. She recalls one time she tried to stop him from drinking, to which he responded with the most memorable line of the film: â€Å"Nobody remembers Shakespeare’s child,† which apparently was effective in discouraging any further attempts to stop his drinking. Jill seems ambivalent of her father. On the one hand, she knows she is on camera speaking about her famous and beloved father, and is thus expected to like him. And indeed, she does effectively convey some sense of love for her father. But she simultaneously embeds a disconnectedness from her father. If she had not repeatedly referred t o him as Poppy, one would never catch on that she was his daughter. Her revelations and reminisces seem hardly familial, but rather read the same way all of the other memories of him do: enigmatically and unfamiliarly. The film suggests Faulkner does not feel disappointed in having a daughter rather than a son, and I might go so far as to believe that this characterization of the unfamilial child would have existed for a son as well.