The aim of this paper is to develop a marketing and marketing communication plan (recognized as a marketing campaign) for the Kensington and Chelsea Police and provides recommendations for Kensington and Chelsea Police and Metropolitan Police on how to prevent and control hate crimes and related incidents. The study finds that hate crimes in the UK soared 41% after the Brexit/EU Referendum and 19% increased in 2016 in compare to 2015. The main audiences of Kensington and Chelsea Borough are local community people come from different ethnic (race, religion, colour, national) backgrounds, and local polices and support teams. The target audiences are the people who live in other borough but pass by or work in the Kensington and Chelsea Borough. Yorkshire Police is the main competitor of Kensington and Chelsea Police. SCEPTICAL analysis and SWOT analysis show that Kensington and Chelsea Police are facing several challenges along with weaknesses to control and prevent hate crimes.
However, the study finds there are opportunities for Kensington and Chelsea Police to overcome these challenges and weakness. The study develops marketing plans as a marketing campaign for Kensington and Chelsea Police within the budget (£5000) and timeframe (12 months) given by Metropolitan Police. The study suggests to apply different tactics including print media and content marketing tools, social media (including Facebook, Twitter, and LinkedIn), Metropolitan Police’ website, outdoor advertising, and word-of-mouth (WOM) and electronic word-of-mouth (EWOM) marketing to increase awareness among the community people and control and prevent hate crime. The study suggests the Kensington and Chelsea Police and Metropolitan Police to use analytical tools including www.route.org.uk and: www.cision.com to review, monitor, and measure the performance of the marketing and advertising.
Table of Contents
2.0 Situation Analysis.
2.1. Company Background.
2.4 SCEPTICAL Analysis.
2.5 SWOT Analyses.
3.1 Marketing objectives.
3.2 Marketing communication objectives.
7.1 Measuring print media and digital OOH.
7.2 Measuring content and social media marketing.
7.3 Reporting and survey.
Hate crime has been increasing in the UK, mainly after the EU referendum. Kensington and Chelsea Police along with local authority are looking for ways of maximizing tactics to arrest those responsible for these crimes or encourage victims to come forward and report. The aim of the paper is to provide recommendations for a new marketing communications campaign for Kensington and Chelsea police to raise awareness among audiences and victims about hate crimes, and control and prevent hate crimes reporting.
2.0 Situation Analysis
2.1. Company Background
Kensington and Chelsea Police have been dealing with several crimes and offences, whereas hate crime is a major one (Metropolitan Police, 2016). According to Metropolitan Police (2017), although domestic abuse hates crime in Kensington and Chelsea Borough decreased by 9.06% from 990 crimes in 2015 to 930 crimes in 2016, the hate crimes have increased in other sectors. Homophobic hate crime increased by 40.46% from 59 crimes in 2015 to 83 crimes in 2016. Islamophobic hate crimes increased by 22.50% from 40 crimes in 2015 to 49 crimes in 2016. The racist and religious hate crimes raised by 9.05% from 431 crimes in 2015 to 470 crimes in 2016 (details in Appendix A). International Business Times (2016) stated that hate crimes in the UK soared 41% after the Brexit/EU Referendum and 19% increased in 2016 in compare to 2015. El-Amin (2017) also reported 19% of increased hate crime from 50,641 in 2015 to 62,518, where Islamophobic hate crimes increased by about 300%. BBC (2016) reported that race and religious hate crimes rose 41% in the UK after the Brexit vote. ITV (2016) reported that UK police logged 170 hate crimes a day (details in Appendix B).
Our Recommended Resources:
The main audiences of Kensington and Chelsea Borough are local community people come from different ethnic backgrounds, local polices and support teams, the people who live in other borough but pass by or work in the Kensington and Chelsea Borough (Kensington and Chelsea Police, 2017). In addition, the target audiences include perpetrators, business owners, visitors, and victims. The police officers also focus on different locations across London including mosques, synagogues, gay clubs to listen to their concerns (Metropolitan Police, 2016). As Islamophobic hate crimes increased by 300% in the UK in 2016 (El-Amin, 2017), the Muslims will come under deep consideration.
Yorkshire Police is the main competitor of Kensington and Chelsea Police because it is very close to the Metropolitan Police (Metropolitan Police, 2016). The Yorkshire Police along with UK Crime Commissioner launched a hate crime awareness campaigns in 2016 (included in Appendix J). The name of the campaigns was “Hate Hurts”. The campaigns launched in 2016 that will run until 2017 to raise awareness among the people about hate crimes and how the police and concerned partners can support. This campaign has also been working coincides with National Hate Crime Awareness Week launched on 8 October 2016 to give a better understanding to the people about hate crimes, different strands of hate crimes, and how to prevent or report (West Yorkshire Police, 2016)………..