Marketing students help RSPCA thrift shops thrive
14 May 2015
Two University of South Australia marketing students were given the opportunity to gain some invaluable work experience through a 16-week Marketing Project to research existing marketing strategies and assist with new marketing plans for RSPCA South Australia.
The Marketing Project run by UniSA, gave marketing students Tanya Pollifrone and Lauren Crozier the chance to complete a project at RSPCA’s Stepney office. Two market research projects were completed by the students, in order to explore both the factors that influence buyer and supporter behaviour and research growth opportunities for the RSPCA thrift shops.
“It’s given us a taste of what a marketing career might be like and we feel as though we’ve gained knowledge and skills that will assist upon entering the workforce”, Tanya says.
Tanya and Lauren analysed the annual reports and past marketing documents, conducted primary research industry surveys and face-to-face interviews that were performed at a number of RSPCA SA thrift shops.
The students research findings left RSPCA SA Brand Marketing and Communications Manager, Peter Ferguson thrilled by the outcomes.
“We now have research findings which provide an evidence base so we can move forward with solutions”, he says.
“The students were able to get out and do some hands-on work in the community”.
Tanya and Lauren explored the issue that the RSPCA has strong recognition and interest from people who regularly donate to charities, although the potential to increase usage of the Adoptapet website was noted.
“They confirmed some things that we expected, but their study also cast light on potential barriers… They found that some people were unclear about the process for adopting animals”, Ferguson says.
A marketing plan written by the students was presented to RSPCA staff in November 2014, which has allowed RSPCA SA to develop action plans to respond to the key research findings.
“We knew that the Marketing Project would be a valuable experience for our future careers, as you are able to apply your marketing thinking in a practical business environment and have the opportunity to impact the way that your host company undertakes their future marketing”, Tanya says.
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