Description
In the early weeks of semester you will receive a verbal briefing on your ‘live’ client for this semester.
(PLEASE NOTE IT IS ESSENTIAL FOR ALL STUDENTS TO ATTEND THIS SESSION.) This individual assignment
provides an opportunity to demonstrate your understanding of the client’s needs. One of the most
important skills in consultancy is the ability to prepare a clear and comprehensive brief. You must prepare
a written brief to demonstrate your understanding of the requirements of the organisation to enable you to
develop appropriate strategic recommendations.
Your brief should be approximately 3,000 words in length. Refer to the marking rubric for assessment
guidelines. You are expected to use a minimum of 8 references. The client is Asthma WA, followed by their official websites: Home – Asthma WA.
Unformatted Attachment Preview
Asthma WA
Curtin Marketing Pitch
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Acknowledgement of Country
Asthma WA acknowledges the Whadjuk
people of the Noongar nation, the traditional
owners of the lands where our offices are
located and their continuing connection to
lands, waters and communities.
We pay our respects to ancestors and
Elders, past, present and emerging and
thank them for the cultural guidance they
have given Asthma WA.
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Today
Hello!
About Asthma WA
Asthma’s Impact
The brief
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01
Hello!
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Meet the team
Anne Hallam
Rael Rivers
Chief Executive Officer
Executive Manager,
Strategic Programs
Overarching leadership for
services and partnerships
Leadership for all strategic
expansion and leadership
Sonya Aitken
Marketing Manager
Leadership for all marketing and
communications.
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02
About Asthma WA
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The Asthma Stats
11%
80%
West Australians have Asthma. In children, aged 5-14
years, asthma is a leading reason why children miss
school with an average 2.4 times more sick days.
Presentations to hospital emergency for respiratory
conditions are preventable with 34,000 Australians
hospitalised each year. 40% of Asthma hospitalisations
are children aged 0-14 years.
50%
Of Asthma is misdiagnosed resulting to poor quality of life
and asthma control. Low socio-economic have poorer
outcomes with less access to lung function testing, increased
exacerbations, less asthma control and more hospitalisation.
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About Asthma WA
Who we are
Asthma WA has been
helping Western
Australians breathe
better. We provide
education and support for
people with asthma and
COPD and those
impacted.
Our mission
Delivering the right
services, advice and
education through access
to best practice,
multi-discipline experts, to
help West Australians
facing respiratory health
challenges
live a better life.
Our vision
Inspiring Western
Australians facing
respiratory health
challenges to live a better
life.
Our value proposition
Asthma WA delivers best
practice education, advice
and clinical support to
ensure better outcomes for
people facing respiratory
health challenges.
Our purpose
Everyone has access
to personalised
respiratory support to
live their best life.
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Our Services
Education, advice and support
We provide free, community-based education and support. We are inspired by
best practice to be at the forefront of respiratory support, advice and education.
Diagnosis – lung function testing
At the point of diagnosis, our multi-disciplinary team delivers best practice,
clinical care to ensure the correct diagnosis for all. We help where doctors may
not have the expertise or time. Our diagnosis support a better quality of life,
encourages self-management of their condition and decreases pressure on the
health system.
Resources
We always aim to try new things to fill all gaps for people facing challenges with
respiratory health. We have more than 80 resources for asthma and COPD
resources and knowledge based on the latest guidelines and research.
Community engagement
Our community engagement allows inclusive access to expert education, advice
and support to help our consumers navigate healthcare system through sports
partnership, aged care and schools.
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Asthma WA three year strategic goals
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Asthma WA priority initiatives
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03
Our Impact
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Improving quality of life through free,
personalised education, support and
Since 2000, we have helped more than 45,000 individuals and 35,000 community and
diagnosis
since
1964.
teachers.
We deliver 7,500 occasions of service including 1,700 individual consultations each year,
via telehealth, face to face via our nurses, health promotion and educators. The average
consumer will see our team monthly times over 18 months.
We have 4 major satellite lung function testing sites with another 8 community based
Indigenous health partnerships. The current offering sees 30 patients per week with an six
month waiting list. We save the average consumer $1,800 in specialist and testing fees.
Our consumers report a 92% satisfaction and 85% report they have change in the way they
manage their asthma.
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Asthma WA’s impact stats
11% reduction in Generalised Anxiety was reported after seeing an Asthma WA educator
After three visits there was a decrease in CAT (COPD Assessment Test) scores by 20.5%.
COPD consumers reported a 20% increase in quality of life after participating in our
programs
22% improvement in Asthma Control scores for paediatric consumers
11% improvement in Asthma Control scores for adult consumers
Asthma WA paediatric services improved quality of life for consumers and their families by
43%
90% reduction in emergency presentations after initial visit, 89% reduction in
OTHER
hospitalisations are initial visit.
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Asthma WA impact – ED
After initial visit, all consumers had a reduction of 90% of self reported emergency presentations
and an 89% reduction in hospitalisation at the second visit.
Asthma WA impact – steroids
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After initial visit, there was a 335% reduction for 71% of our consumers. Note: Steroid use is often
an indication of poorly managed asthma and used as a proxy for hospitalisations.
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04
Background & brief
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Asthma WA’s historical fundraising
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Asthma WA’s competitor positioning
Asthma WA is approx 18%
including major donors.
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Competitor campaign creative
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Asthma WA Christmas Appeal 2024
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Donor segments
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Donor segments
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The brief
How can we build a National Asthma Week marketing
campaign that secures $100,000 in donations from
donors, grows Asthma WA awareness and engagement
by 20% and creates a corporate pipeline of $80,000?
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Marketing budget & channel background
Direct eDM
Strong distribution lists which will need pre-engagement in the months leading up
“priming”. Requires a content plan.
Website
New website launching June 2024
Social media
Strong followed on social media but need to entice new followers, largely corporates
and government.
Events
Complimentary events should be built as fundraisers/ engagement opportunities.
Asthma WA do have a small pool of volunteers who can support but have traditionally
run a low level of events.
Resourcing
1FTE Marketing Manager, 1FTE Marketing Coordinator
Paid media budget
Paid media budget needs to deliver a 2:1 ROI
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Channel ideas
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Messaging considerations
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Creative considerations
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Creative and messaging considerations
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Customer journey – sample
Sample idea and plan on a page
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Thank you
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