Company Overview of Youngcare: Looking after Individuals with High Care Needs
MKTG101 | Lecturer: Brenton Price |
Group One:
Adam Bui - Ava Chan - Mohammad Azhar- Michael Cao - Shaneez Azzam - Case Study: | Youngcare and the donation landscape |
Executive Summary:
Youngcare is a not for profit charitable organisation founded by David Conry on the 21st of April 2005, due to his wife Shevaune’s placement into an aged care facility at the age of 33. The organisation’s mission is ‘To provide choice in care and housing for young Australians with high care needs’. Youngcare’s core activities involve around revenue generation to fund its Youngcare homes, and at home grants for families looking after individuals with high care needs. Since its establishment Youngcare has consistently recorded strong financial performance, securing $4,950,328 in revenue and a surplus of $908,317 in financial year 2012, and as at 30 June 2012 the entity had $8,573,031 in net assets of which $7,347,635 were cash assets. The entities financial performance is driven by a clear mission, and a strong marketing strategy consisting of: * Intensive target market segmentation * Use of social networks * Youngcare YouTube Channel * Celebrity endorsements * Charitable Events * Donation drives * Corporate sponsorships * Mass media articles and advertising * Public awareness message (The image is a Youngcare ‘public awareness activity’ conducted for a week in November 2011 in Martin Place, Sydney, consisting of three volunteers depicting the life of a young individual in an Aged Care Home, raising awareness for Youngcare’s cause.)
Introduction to Youngcare Case Study:
The not for profit organization ‘Youngcare’ aims to raise funds to
Group One:
Adam Bui - Ava Chan - Mohammad Azhar- Michael Cao - Shaneez Azzam - Case Study: | Youngcare and the donation landscape |
Executive Summary:
Youngcare is a not for profit charitable organisation founded by David Conry on the 21st of April 2005, due to his wife Shevaune’s placement into an aged care facility at the age of 33. The organisation’s mission is ‘To provide choice in care and housing for young Australians with high care needs’. Youngcare’s core activities involve around revenue generation to fund its Youngcare homes, and at home grants for families looking after individuals with high care needs. Since its establishment Youngcare has consistently recorded strong financial performance, securing $4,950,328 in revenue and a surplus of $908,317 in financial year 2012, and as at 30 June 2012 the entity had $8,573,031 in net assets of which $7,347,635 were cash assets. The entities financial performance is driven by a clear mission, and a strong marketing strategy consisting of: * Intensive target market segmentation * Use of social networks * Youngcare YouTube Channel * Celebrity endorsements * Charitable Events * Donation drives * Corporate sponsorships * Mass media articles and advertising * Public awareness message (The image is a Youngcare ‘public awareness activity’ conducted for a week in November 2011 in Martin Place, Sydney, consisting of three volunteers depicting the life of a young individual in an Aged Care Home, raising awareness for Youngcare’s cause.)
Introduction to Youngcare Case Study:
The not for profit organization ‘Youngcare’ aims to raise funds to
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