Campaign Planning Task 1B PDF

Campaign planning Task 1 B By Marwa Mohamed Let us read it well ! Describe Provide a thorough description of some non- routine ideas and information and present a clear Give a detailed account of something des...

Campaign planning Task 1 B By Marwa Mohamed Let us read it well ! Describe Provide a thorough description of some non- routine ideas and information and present a clear Give a detailed account of something description and account of the findings 1.1 Describe the parts of a campaign plan 1.1 Describe the parts of a Components of a campaign campaign plan including: o Creative brief o Situation analysis o Campaign objectives o Communications strategy development o Campaign messages o Media plan and budget o Campaign tactics o Campaign scheduling and tracking o Campaign evaluation Discussion: Important to know Marketing campaign are meant to communicate the value your business can provide. By Marwa Mohamed  Why Campaign Plan The successful of marketing campaign is planning why? 1. Reach target group easily in right time and right place 2. Clear objectives and clear KPIs. 3. Not communicating conflicting messages. 4. Having clear budget and good management for it. 5. Have the right Brand management By Marwa Mohamed Planning frameworks Any plan involve :Goals, Objectives, Strategy and Tactics (GOST). The most simple model that applied may companies is : 1 APIC, which stands for : Analysis, Planning, Implementation and Control. By Marwa Mohamed  A- Audit and Analysis The cycle starts with the audit and analysis The audit and analysis process generally quickly leads to the initial business planning and objective/goal setting. By Marwa Mohamed  B-Planning Following the Audit and analysis step 1 is the actual planning. It’s at this stage that the marketing plan is produced. This includes results of the audit and analysis activities along with marketing objectives, marketing strategy and overall tactical plans – these activities are matched with the overall corporate mission, strategies and objectBiyvMearsw.a Mohamed C-Implementation Stage The implementation stage consists of the marketing and promotional mix. This also includes communications and delivery of activities which are derived from media plans. By Marwa Mohamed  D-Control/Evaluation Here marketer examine overall performance in meeting our objectives by utilizing a number of metrics. These will include measures such as; how well we are meeting the expectations of our customers, where we are strong/weak/vulnerable, how can we meet or exceed expectations in future in light of known opportunities and threats and what else do we need to do. By Marwa Mohamed 2-P.R. Smith’s SOSTAC® framework. SOSTAC® stands for:- Situation – where are we now? Objectives – where do we want to be? Strategy – how do we get there? Tactics – how exactly do we get there? Action – what is our plan? Control – did we get there? By Marwa Mohamed 3-Marketing Communications Planning Framework (MCPF). 1. Context analysis. 2. Communication objectives. 3. Marketing communication strategy. 4. Co-ordinated communications mix (tools, media and content). 5. Resources (human and financial). 6. Scheduling and implementation. 7. Evaluation and control. 8. Feedback. By Marwa Mohamed  3-Marketing Communications Planning Framework (MCPF). By Marwa Mohamed Situation analysis Industry situation. Market situation. Internal situation. By Marwa Mohamed  Analysis needed SWOT. Pestle. Industrial analysis 5 forces. Customers insights Competitors analysis Analysis PLC BCG (portfolio analysis) By Marwa Mohamed You end up By How are the different elements of the communications mix performing? What is working well? What isn’t? Think of a marketing campaign that wasn’t successful. Why do you think it failed and how could it have been done better? By Marwa Mohamed  YOU is the problem 1. You Didn’t Identify the Proper Persona 2. You Had Insufficient Research 3. You Didn’t Have Correct or Realistic Success Metrics 4. You Created the Wrong Message for Your Audience 5. You Delivered Content at the Wrong Time of the Buyer’s Journey 6. You Didn’t Give the Campaign Enough Time 7. You Failed to Meet Regulatory or Brand Compliance Guidelines By Marwa Mohamed  Dove: “Racist" Facebook Ad By Marwa Mohamed  2-Marketing and communications objectives This involve :Where do we want to get to? Set out the objectives you want to achieve, and priorities and support activities that will help you achieve them. Important things here are : which resources and activities need to achieve the objectives. All objectives should be ‘SMART’ – Specific, Measurable, Achievable/Actionable, Relevant and Time-bound. For example, ‘Improve awareness of Brand X by 20% among Y demographic by the end of Q2 2020’ is a SMART objective. By Marwa Mohamed Marketing and communication objectives Increase brand awareness. Brand positioning/ Product repositioning Rebranding Sales New product launch. Crisis attacking By Marwa Mohamed 3-Communications strategy development This involve: How do we get there?’ Components of your communications strategy is to use P.R. Smith’s : 1. Target markets : This is essential to your communications strategy development. You have to be clear about which markets you want to target. 2. Objectives :You must be clear about which objectives the strategy is trying to help you achieve. 3. Positioning : You have to be clear about how you want to position your product, as this will shape the communications tactics and messaging you use. 4. Processes : New processes or ways of doing things, such as By Marwa Mohamed programmatic advertising.  3-Communications strategy development This involve: How do we get there?’ Components of your communications strategy is to use P.R. Smith’s : 5. Partnerships : Would teaming up with others be helpful? Sometimes other organizations have strengths or advantages you lack, and by working together you may be able to help one another for mutual benefit. 6. Sequence : In what order will you do things? Do you need to do things in a certain order? You might want to establish your credibility before raising your visibility, for instance. 7. Integration: Integration of your customer data and communications activities. 8. Tactical tools : What are the main communication tools that you’re going to use? 9. Engagement: What level of engagement are you seeking? By Marwa Mohamed  The communications strategy (De Pelsmacker et al, 2010) Advertising Creative Media strategy strategy : strategy: -Target -Which Evaluation Evaluation Marketing -Creative Implementa group media of for strategy ideas alternatives tion campaign -Objectives -Creative -Time -Message appeals -Frequency Whom Where ? ? Why ? How When ? What How often By Marwa Mohamed  Communication strategy Target Brand VP Strategy group objectives By Marwa Mohamed What are 3ps strategies A Push Strategy – promotes a product to retailers/distributors in order to force the product down into the distribution channel. A Pull Strategy – involves communicating with the end customer or consumer to attract them to the retailer/distributor in order to purchase the product. Profile Strategy – this third component of an overall communication strategy is all about satisfying the needs of the stakeholders. By Marwa Mohamed  Campaign tactics This section of the plan needs to be detailed, covering what communication tools you will use, when, and for how long. The number of communication tools that you can use to reach your : Advertising Direct and digital marketing (including email, social media and websites) Personal selling Public relations Sales promotion By Marwa Mohamed  Message. Content. Campaign Tactics Channel. Schedule. Budget. Frequency. By Marwa Mohamed Campaign evaluation The final stage of your campaign plan, and one of the most critical, is evaluating its success. Here the objectives you set come into their own. Were they met? If not, why? Were you targeting the wrong market? Were competitors too strong and fixed? Was your positioning not quite right? Did your message not attack the right audience? Did you fail to reach the intended audience? By Marwa Mohamed 1.2 Explain the role of the creative brief 1.2 Explain the role of the creative brief Determination of the communication/campaign objectives(SMART objectives) Functional/directional elements – (sustainability, title of brief, target market,objectives, target audience, strategy) Emotional/inspirational elements (message, tone, style, call to action) Budget, timescale  Creative brief A creative brief is typically quite a short document that provides the marketing team or agency with the background, objectives, target markets, positioning and messaging for a campaign. It will state clearly what is different about a product or service, and outline the brand promise to the customer and how that differs from the competition. It will also establish timelines, budget and responsibilities – who will do what by when. A creative brief should be concise but comprehensive, ideally fitting on a single side of paper. By Marwa Mohamed  Creative brief involve 1. Decide on a name for the project. 2.Write about the brand and summarize the project’s background. 3. Highlight the project objective(communications objectives) 4.Describe the target audience. 5.Interpret the competitive landscape. 6.Prepare the key message. 7.Choose the key consumer benefit. 8.Select an attitude. 9. Determine the best call to action. 10. Draft the distribution plan. 11.Share the creative brief with stakeholders. By Marwa Mohamed  Important info Setting out objectives for the communications campaign, you can divide the content of the creative brief into 1. The functional/directional elements are those that can be reinforced by data, and the directional elements are those that can be clearly expressed – such as the target market, objectives, message content and call to action (a desired response from the target audience). 2. The emotional and inspirational elements are typically more subjective and harder to express – the message tone of voice and desired emotional response By Marwa Mohamed  A-Functional/directional elements : 1-Target market Who target market :consumer (B2C), business (B2B) or not-for-profit (NfP). I. Consumer markets : Motivation Culture demographic factors such lifestyle as: characteristics : Activities : how consumers spend their time and money. Age Interests : things people are enthusiastic about or have Gender high involvement with, such as climate change or, a Income highly topical example, single-use plastic. Occupation Opinions : what people think about various issues, education level people, and other factors relevant to the product. Ethnicity By Marwa Mohamed For all consumer (B2C), business (B2B) or not- for-profit (NfP): Product usage/attributes Product usage rates, benefits sought or geographic location In B2B: Type of purchase – new buy, modified re-buy or new task. Type of product and the degree of standardization. Significance of the purchase. Degree of risk. Loyalty to the supplier. By Marwa Mohamed  B2B world include the following is very important 1- Demographic–Industry : which use particular products? what size of company is it appropriate to target? 2-Geographic : which geographical areas are appropriate to target? 3-Operating variables; Technology : which customers’ technologies are of greatest interest to us? User status : what type of user is most appropriate (heavy, light, etc)? Customer capabilities : what range of needs is relevant for us? By Marwa Mohamed  B2B world include the following is very important 4- Purchasing approaches: Buying criteria : do these potential customers buy on quality or price? Buying policies : do they use leasing, purchases or sealed bid? Current relationships :are these new or existing customers? 5-Situational factors: Urgency : how quickly do they expect delivery? Size of order: small or large orders? Applications : do they require general or specific applications of our product? 6- Personal characteristics of buyers: Loyalty : do we want to target customers with high or low levels of loyalty? Attitude to risk :do we want risk-taking or risk-avoiding customers? By Marwa Mohamed  Message content Differentiate the offer from those of competitors. Remind people about a product that is well known. Inform people about technical features. Persuade the audience to take an action. By Marwa Mohamed  Call to action What do you want your target audience to do when it receives the communication? You need to summarize this in the call to action Sign up for a trial. Contact the organization. Visit an intermediary. Register for updates. Follow social media accounts. Change behavior – for example, give up smoking. By Marwa Mohamed  B-Emotional/inspirational elements The appeal of a communications message comes as much from how and what it says less tangible than the functional and directional elements, but they are equally important. Tone of voice is critical, and this might be serious, technical, light-hearted or emotional, depending on the nature of the organization/product/service, the nature of the message, and the nature of the target market. By Marwa Mohamed  The Role of the Creative Brief 1. Outline creative messages appropriate for the brand. 2. Explain expectations (deliverables). 3. Ensure everyone in the creative team (internal and/or external) understands the brand, the vision, the organization and the product. 4. Help you understand the audience. 5. Inspire the creative team to produce effective communications. 6. Demonstrate the results expected from the campaign. By Marwa Mohamed 1.3 Discuss the role of external agencies in campaigns 1.3 Discuss the role of Role of agencies in delivering external agencies in elements ofthe campaign campaigns Advantages and disadvantages of using agencies Selection criteria, briefing, pitching andremuneration Relationship management of agencies The Role of External Agencies in Campaigns Advantages of using Disadvantages of using agencies: agencies : Cost Creativity Conflicting visions Expertise Lack of relevant experience Frees up resource Low prioritization( beyond the due d Success Poor quality By Marwa Mohamed How to manage this By Marwa Mohamed Selection criteria External Agencies : 1. Define your requirements 2. Draw up a list of suitable agencies 3. Shortlist potential agencies 4. Shortlist potential agencies 5. Send your creative brief to the shortlisted agencies 6. Agency pitches 7. Select an agency By Marwa Mohamed Briefing criteria External Agencies : Creative brief is the solution Too much detail in the creative brief can be overwhelming, unhelpful and unnecessarily restrictive. The right balance is very important : a clear, concise and comprehensive creative brief benefits all parties. By Marwa Mohamed Pitching criteria External Agencies : The pitch gives agencies an opportunity to ‘wow’ you, and give you an idea of how they would meet your creative brief and how else they might help you. The first thing you need to do is check that the agency has listened and understood your brief and what it is you want By Marwa Mohamed  Remuneration criteria External Agencies : Remuneration is a critical consideration: how will you pay the agency – commission, fees, payment-by-results, or a combination of these? This needs to be agreed at the outset By Marwa Mohamed  Managing and developing agency relationships A long-term relationship increases the commitment of both sides to making the relationship work. By Marwa Mohamed By Marwa Mohamed