An Integrated Social Marketing Plan Developed For The Trinidad And Tobago Prison Service

5672 words - 23 pages

An Integrated Social Marketing Plan developed forThe Trinidad and Tobago Prison ServiceTo raise the level of Awareness among the InmatePopulation aboutThe benefits of the Correctional Educational ProgrammeChristopher ChinapooHenley MBA. Marketing ManagementTable of ContentsNos.The Assignment BriefExecutive SummaryAim and structure of paperOrganizational overviewWhere are we now (Part I)2.1The Macro Environment.2.2 The Micro Environment.3 Customer analysis.4 Segmentation.5 Competitors.6 Internal Marketing Audit7 SWOT analysisWhere do we want to be Part (II)Marketing assumptions, risks and forecastMarketing ObjectivesMarketing strategiesSegmentation targeting and positioningPartnershipInternal Marketing InitiativeProduct Life cycleMarketing mix strategiesHow do we get there (Part (III)Marketing programmesPromotional campaignCommunication objectives5.Monitoring, control and Evaluation6. Contingencies7. ConclusionNotesReferencesAnnexesExecutive SummaryTrinidad and Tobago has, over the last five years, witnessed a spiraling increase in the rise of violent crime, which continues to have a serious impact on all aspects of life in the society, despite the continued improvement in the country's economic fortunes. In 2000 a Cabinet appointed Task Force on Crime, in its deliberations, found that a very high percent of the crimes committed were by repeat offenders. The Task Force recommended fundamental reforms for the Criminal Justice System, and in particular, the Prisons Services, which, up to this time, was the most neglected arm of the Criminal Justice System. The neglect of the system was reflected externally, by public apathy and disillusionment of internal customers. These recommendations were part of an overarching philosophical perspective of Restorative Justice, a radical departure from previously tried and obviously discounted models of sentencing offenders. Specific and critical to the Prisons' approach is the utilization of 'Correctional Educational Programmes' (CEP), geared towards preparing inmates for useful and productive life after prison. Unfortunately, after eighteen months of its initial introduction, the programme seems largely misunderstood and not universally implemented in the system. (see note for further explanation on Correctional Education Programme (CEP)The purpose of this plan is to increase the level of awareness of the benefits of the 'CEP' to inmates.A communication plan including a mix of workshops, seminars and internal advertisingare key strategies proposed under the promotion element of the marketing mix. The Prison Staff (Welfare Officers and Senior staff as well as skill/vocational instructors of each establishment) together with partners in the Ministries of National Security, Health, Social Services & Community Development as well as NGOs, CBO' and Religious based organizations will seek to achieve the communication objective ofincreasing the levels of awareness among the intended customers, (staff and...

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