The consulting project will be about a marketing challenge faced by the Ohio Alliance to End Sexual Violence (OAESV). It is a non-profit statewide sexual assault coalition, the mission of which is to promote rape crisis services and support communities in efforts to prevent sexual violence. Its marketing challenge is insufficient marketing reach achieved by the organization’s online resources. According to the company’s report, in 2021, its 80+ social media posts got 52,517 views (Ohio Alliance to End Sexual Violence, 2021). At the same time, Ohio’s population is 11.7 million, 50.7% of which are female (United States Census Bureau, 2021). Given the organization’s mission to end sexual violence statewide, greater social media reach is required to achieve the desired social outcomes.
The project is worthy of investigation because it may help the organization fulfill its purpose of addressing the pressing issue of sexual violence. Moreover, recently, social media has been widely used to promote social change movements. For example, the #MeToo movement was used to tackle the issue of sexual harassment, and the #TimesUp hashtag was utilized to refer to workplace sexual harassment (Reyes-Menendez et al., 2020). These examples show that social media is a suitable platform for advocating social change, and the OAESV should realize the full potential of this marketing channel to achieve its goals.
The project will follow a marketing plan, according to which a social media campaign will be developed and targeted at Ohio girls and women. The results of this project are likely to be an increase in the company’s social media views. The projected impact is an increase in public awareness of the problem of sexual violence and the available services provided by the OAESV to sexual assault survivors. Since one of the organization’s aims is public education, the proposed project is expected to help the company meet this goal and approach the fulfillment of its mission.
References
Ohio Alliance to End Sexual Violence. (2021). Annual report 2021. Web.
Reyes-Menendez, A., Saura, J. R., & Filipe, F. (2020). Marketing challenges in the #MeToo era: Gaining business insights using an exploratory sentiment analysis. Heliyon, 6(3), e03626.
United States Census Bureau. (2021). Quick facts: Ohio. Web.