The Big Brothers of American is an organization that seeks to help boys without fathers to have a meaningful and positive relationship with adult males. The organization needs volunteers who are willing to help these boys, but the management issue is that there are very few male applicants who are eager to participate. The majority of volunteers are comprised of females, who become members of Big Sisters (“Big Brothers of Fairfax county,” n.d.). Therefore, the subsequent marketing issue is the fact that the organization only uses local media in order to reach the public. The research problem is to change the current marketing approaches to be able to attract more male volunteers.
The first research objective is to understand the most effective marketing ways, which will result in more male volunteers. The research question is what media is the most plausible for male adult audiences. Another question is how relevant is local media for the target group. The second research objective is to evaluate the marketing techniques that would convince male adults to become volunteers. Therefore, the research question is what methodological tools are convincing enough to make interested male adults take action and become valuable members of Big Brothers. The next question is what strategies are ideal for the target group. There are two possible reasons for the low levels of male volunteer participation. It is possible that the current marketing approaches of using radio, posters, and local papers are not viewed by a male adult audience. In other words, these efforts are not reaching the target demographics, which is the cause of low male volunteer numbers. In addition, the given methods might be contacting the target group, but it is not convincing enough to make them participate. This means that the issue lies in the overall delivered message, which needs to be adjusted for the male adult audience.
Reference
Big Brothers of Fairfax county [PDF document]. (n.d.).