You are a Marketing Consultant hired by Qatar Charity to prepare and produce an IMC Media Plan for their organisation detailing your proposed objectives for the plan.

Qatar Charitys target market has been classified as 30 to 55-year-old Qataris & Expatriates (Adult segment). Their primary initiative of Qatar Charity is to attract, support, and develop the charitable work of the foundation both abroad and in Qatar via the contributions of its target audience.

Qatar Charity have allocated a monthly marketing promotional budget of QR 40000 QR 50000. The advertising campaign will be ongoing (throughout the year), and they expect you to utilize the budget in a cost efficient yet effective manner.

Due to the Corona Virus (Covid 19) epidemic many businesses have been shut down and likewise many employees income has been halted. They are having difficulties attracting contributions and in effectively marketing the organizations services. The fundamental message that Qatar Charity wants delivered in its advertising is that In difficult times you need to contribute even more.

Qatar Charity wants the IMC Media Plan to focus and reflect the following:

1. Qatar Charity is a One Stop Shop for donations that will be sent to needy Muslims around the globe.

2. Qatar Charitys belief in that charitable donations will both benefit the person making the contribution by purifying and spiritually elevating them, as well as financially helping the less fortunate.

3. To donate in difficult times has a greater spiritual reward.

For this mini-group assignment you are to complete the following to begin creating your IMC Plan:

1. IMC Plan Overview

Create an overview of your IMC plan that summarizes the main goals, recommendations and other important points of your plan which would include a high-level overview of the target market, objectives, strategies and measurables. Select at least two facets of impact to recommend in your future advertising for Qatar Charity and explain why you think they will work to develop donors for the Charity.

2. Target Market Overview

Outline in your overview the target market for Qatar Charity through the development of a Donor Persona which targets the best market you feel to development the Integrated Media Plan for. In this customer overview be sure to address the following:

• Create a customer profile for Qatar Charity current and potential service users.
• Develop an overview of the Donor Persona which includes in depth segmentation (demographics, geographics, psychographics and behavioural traits), and detail how the media plans strategy, along with the facets of impact you chose, will encourage these individuals to donate money to Qatar Charity.

Instructions

1. For the assignment students are expected to refer to credible secondary data and to reference all of their sources.
2. 2000 words at least