Churchfield Community Trust Case Study

Churchfield Community Trust (CCT) is a non-profit organisation based in Cork, which is engaged in an educational initiative that helps young males who are under probation status. This initiative programme, focuses on the development of adult skills through Woodwork, Painting, Horticulture, Computers, Cookery, Literacy, Metalwork and Mechanics. The organisation also provides sport and leisure activities to young men during the programme. As a result, these help the participants develop ways of managing their free time in a healthy and enjoyable way.
Since CCT began with probation rehabilitation services in 2000 and received funding for the first time in 2001, it has established that these services provided by the organisation are very effective
Q. 3 Positioning: Definition:
Positioning is an important part of the marketing strategy as it relies on people perceptions and feeling towards a product or service or can also be highlighted by a person idea of a brand. By using certain taglines and strategic messages then the product or service can gain a higher place in the persons mind in relation to it being a good or bad product.
Current Scenario:
C.C.T. currently don’t have a positioning structure in place and it is unclear what type of service they provide within the community and further afield. Because of this they are at a disadvantage when it comes to attracting new business or clients for the organisation.
Proposed Scenario: According to this research it was found out that the company don’t have enough positioning concerning different parts of the company. For example they source their food from the garden at the café grounds and this message needs to be transmitted to the customers of the organisation that they are a healthy living café providing locally produced food supply. With regard to the services that are provided to young males in Cork in the suburban area, the logo needs to be more attractive to attract more clients with a more up to date