The chosen non-profit organisation from me is OSHI. OSHI is a non-profit organisation that aims to provide the best help to people who are struggling with addiction, using coaching services along with personal counselling to help tackle and help people’s addictions. The aim of OSHI is to create a safe environment that welcomes anyone that needs help and connect them to someone that can give the help, using its community of members that have healed and help to make anyone that goes feel welcome and begin their healing process and journey. Looking at the OSHI website it’s stated that OSHI is led by ‘individuals who have overcome adversity and converted calamity’ creating a further connection between the founders and workers of OSHI to their users and target audience (1).
When thinking about the marketing strategy and about making the website responsive and modern, multiple ideas that can gain users attention and use more visual aspects to create more inflow of users in need come to mind.
All four of the ideas have the circular logo at the top with the line little under it for the name of the organisation. The first design is a very rough option of the way the opening page of the website would look like, using a quite common addiction such as alcohol portrayed by the bottle on the side that stands for a visual aspect of the design.
The second design idea is once again focused on using the alcohol addiction as the main focal point, having a design of alcohol bottles in a trash can to symbolise the giving up on addiction part that OSHI aims to help tackle, along with some information about OSHI in the text boxes, this design can be used as an advert for OSHI’s website as well as an information page for the actual website.
The third design is more on the advertisement side, with a design of two hands coming together in the middle to symbolise helping each other which is what OSHI’s main goal is at the end, to help each other through addiction, this idea does not focus on one single addiction but rather focuses on dealing with the problem together.
The final design idea is the simplest one out of all of them and does not include any design on it, but rather focuses on packing in more information about OSHI but it might not be as engaging as the other ideas due to the lack of visual design.
Having researched into OSHI, it’s target audience are very straight forward and rather broad with being a wise audience that can be found anywhere. The age range for the target audience is also very broad due to the fact that anyone, any gender, any age can suffer from addiction. Since OSHI is not specifically targeted to helping people through one specific addiction its addiction lists go on which means that the target audience keeps changing and expanding throughout the different addictions. According to the Addiction Centre website (2) the most common addiction in the UK is Illicit drug, claiming that over 2 million people abuse cannabis and grow an addiction to it, with drugs and alcohol addictions being so high in the UK it’s good for non-profit organisations like OSHI to be better known across people.
The objectives for the multi-channel marketing strategy are to create a visual experience that helps guide the target audience of OSHI to their website where they can get the needed information to get the help, they need with their addictions, using a promoting strategy that markets a better life without addiction. As well as making sure that there is consistent branding across all the platforms even if the target audience is seeing the marketing from their social media, phone, or web the objective is to have a consistent brand that will build a brand awareness for OSHI so that the organisation can expand more, a strong consistent brand helps audience with feeling more secure into going to OSHI especially since OSHI is going to be helping them with a personal problem like diction. Lastly it helps with the increasing the engagement of the audience, it helps audience understand and get involved with OSHI especially if they feel like they can connect to the marketing/adverts they are seeing on their social media, phone, or web.
When thinking about the new web presence the key features and functionalities that will be added are, definitely a visual element to the website welcome page that will create a more immersive experience into the website further down. An important feature will be the responsive design for different dimensions and screens, making sure the web presence is equally impactful and immersive no matter the screen that it is on whether it be mobile, desktop or tablet, making sure the website is equally thought out.
1 – OSHI (2024) Website. https://www.oshi.org.uk [Accessed 08 Nov 2024].
2 – AddictionCenter (2024) Website. https://www.addictioncenter.com/addiction/addiction-in-the-uk/#:~:text=Illicit%20Drug%20Addiction%20In%20The,by%20more%20than%202%2C000%2C000%20people. [Accessed 08 Nov 2024].