“DLH Outreach” Is a project aimed at carrying out extensive market research to help DLH reinvent itself to become attractive to a younger generation. The research is targeted specifically at the Generation Z audience cohort. This research ensures that any strategy is not merely an exercise of rebranding or changes in cosmetics, but a conscious effort to open up and attract members.
This was needed to have a better understanding of what the general public but particularly Generation Z audiences think about DLH, what are their expectations of this NGO and why they do not volunteer or become members in it. This information was then analysed and used to create a sample marketing plan to be tested out over a six month period and if successful used to build a long term strategy to help DLH reorganise itself in order to open up and become attractive to this specific audience.
SURVEY / TELEPHONE RESEARCH
A wider audience research exercise using phone research. Aimed at understanding the general perception of the public with relation to how they perceive DLH.
More targeted select smaller groupings of target audience representatives specifically targeting Gen Z audiences. Through these face to face workgroup sessions DLH can better understand what are the expectations of these people.
400 interviews were carried out.
11 focus group sessions involving 134 people were carried out.
SAMPLE MARKET RESEARCH PLAN
A 6 month sample market research plan aimed at identifying and putting into actual practice a number of recommendations which would have resulted from the marketing research just carried out in the previous phase.
- In Depth analysis of the research as well as the preparation of a sample marketing plan were prepared.
- The trial marketing ideas were implemented and gave very good results.
- Red Tower Jazz and Wine night sold out in 48 hours
- Fresher Week – stand attended by thousands of students – 250 of which became members
- Pub Quiz at The Pub sold out attended exclusively by Gen Z audience.
LONG TERM STRATEGY PLAN
A three year long term strategy plan aimed at helping DLH restructure its operations aimed at becoming more open and attractive to younger audiences. This strategic plan would be used as a working document to restructure the NGO in this aspect.
The 3 year strategic plan has been prepared and will be presented to the DLH board for adoption beginning of 2022