Doing Good Challenge

Social commitment is important for the cohesion and shaping of our society. Every generation can become socially active and support a good cause. But how are the younger age groups in particular made aware of social projects and encouraged to participate? A group of students dealt with this topic in the seminar "Applied Marketing" under the direction of Prof. Dr. Udo Burchard in cooperation with Andreas Laschke from the Rotary Club Trier. The team supported the national competition “Doing Good Challenge” (DGC), a nationwide competition initiated by Rotary and Rotaract and held every two years since 2016 to encourage young people to become socially involved and develop team spirit.

The aim of the project was to use analyses and derived marketing measures to raise awareness of the competition and significantly increase the participation of student teams in the competition.

Within the framework of the classic consulting approach of secondary primary data collection conception, the project goals were initially defined in the first phase, a market and environmental analysis was carried out and the addressees, competitors, partners and multipliers of the DGC were analyzed.

In the second phase, a survey was carried out among students, teachers and parents at selected schools and associations in Rhineland-Palatinate and Saarland in order to determine the incentives and willingness to participate and to determine the suitability of individual media and communication channels.

In the final conception phase, the seminar group concentrated on communication policy. In a coordinated overall concept based on a cost and time plan, the existing communication measures of the two previous competitions were first critically reviewed and then retained, deleted or updated. Among other things, concrete and valuable suggestions were developed with regard to the online presence, direct communication with schools, the design of various "mood boards" and "scribbles" for flyers and posters, and the publicity-effective presentation at suitable events using a DCG stand concept.