Marketing Proposal for Madonald House

Marketing Proposal

This marketing proposal was designed by Mark Alvarez, Eeshit Pradeep and Danilo Poujo for the Ronald McDonald House Charity organisation located in Brisbane, Queensland.

1. Executive Summary

The following marketing proposal will examine possible improvements in the Marketing Field for the Ronald McDonald House. Since 1981 the Ronald McDonald House has established 15 houses across Australia and provided services for 68,000 families (ND, about-us, 2016). After intensive analysis of market trends, we believe that our proposal will provide a sound strategy that will aid the organisation in reaching a wider audience so that more people in need can benefit from their program.

1. Target Market

The current target market comprises of families with children who befall severe illness and need a long-term hospital stay. Families have to travel long distances to stay with their children during these hard times and spend their hard earned income for motels and hotels. Ronald McDonald house aims to provide rent free accommodation to these families so that may use their funds on the medical care instead. They also offer educational programs to children who return to school after lengthy period of absence due to the illness. (ND, about-us, 2016)

1. Situation Analysis

Although RMH is a highly proficient charity, its overall efficiency still depends on the donation and sponsorships it receives.  Other Big corporations like the Subway, KFC and Hungry Jacks etc also have their CSR programs which vie for the same public donations and volunteers. The programs with the better marketing will have a higher chance of receiving the valuable funds and volunteers that can make or break a charity.

1. Implementation

Focusing on the Promotional and Digital marketing fronts, a 3 month timeline can be implemented to focus on the following strategies.

1. Promotional Strategy  (Month - 1)

On August 2015, McDonald’s in Rio de Janeiro held a happy big mac day. This consisted of one entire day where the sandwich known as the “Big Mac” had all of its proceeds go to city’s very own RMH. The cost of this campaign was approximately $14,000 in USD. The sales of the Big Mac for this day was $246,680. In addition, with the money donated by sponsors and other products, the RMH in Rio received roughly $368,000 from this one-day event. (ND, mcdiafeliz, 2015). If RMH Brisbane attempts a similar idea, it could raise thousands of dollars and raise awareness for the Brisbane RMH.