Part of an example of my strategic planning following the SOSTAC framework.

1. Aim
Centre MK to become the number 1 shopping destination within the targeted
geographic area.
Objectives‐
• Increase foot‐fall into the Centre MK by 10% within the first 6 months.
• Increase visitors to the Centre MK website by 20% within 6 months.
• To become 50% more engaging with the various consumer groups within
6 months.
• To increase Social media fan base by 25% within 6 months.
• Increase The Centre MK’s touch points by 15% within 3 months
• To develop the interaction between visitors and the Centre MK’s various
touch points by 20% of current levels within 6 months.
Strategies
Pull & Profile strategy
• Generate awareness of the Centre MK through innovative campaign using
the website, Youtube, Facebook and Twitter as key communications
channels as well as performance indicators.
• The increased awareness will promote interaction with the Social media
and generate trending topics to raise overall brand profile.
• Generate increased web and bricks ‘n’ mortar traffic through use of PR
within print and Radio.
• Create exclusivity for Facebook and app users that encourages new fans,
sharing and viral behaviour.
• Creates sizzle topics to raise natural S.E.R.P rankings using the Centre MK
website as an integrated start point to existing and unique visitors.
Direct competition
• Internet shopping
• Local town centres
• Retail parks
• Shopping Centres
Indirect Competition
• Perceptions of distance
• Perceptions of parking
• Alternative entertainment
• Awareness of centre
• Perceived relevance of shopping centres
• The recession

2.
Brand Past
• Big centre
• Fashionable & trendy
• Hundreds of shops under one roof
• Traditional shopping mall
• Lots of walking involved
• A place to socialise and shop
Brand future
• Every shop is easy to get to and communicate with.
• The visitors are the fashionable and trendy ones
• Your brands live here.
• State of the art shopping (groupon, FB, TWTR)
• The place to socialise
3D Profile
• Outer city Sarah‐ 27. Lives within 10 miles of Milton Keynes. She is a
professional single living alone and considers her self as a fashionable girl
(not woman) brought up on the aspirations that Sex in the city gave her.
Young at heart with a sexy chic style, Sarah loves to buy the best clothes
she can (and sometimes can’t) afford so that she can look great when she
goes out with her friends or boyfriend. Sarah travels to local retail parks
to buy her clothes as she thinks that it is easier and more convenient but
prefers to merge the social side with her purchases, often inviting friends
to accompany her, grabbing some lunch and a good gossip. Sarah’s friends
and self‐image are the most important things to her, both of which are
run through her mobile phone through social network sites which portray
her as the augmented city fashionista girl that she aspires to be . When
Sarah wakes in the morning she will check her Social networks, emails
and texts to keep up with her personal affairs.
Lunch is Sarah’s time to head down to her local convenience store to buy
some food and browse for gossip in the magazines and catch up with
friends on her phone. Sarah will occasionally arrange a coffee and a shop
with friends for straight after work, but will mostly arrange shopping for
Friday afternoon or Saturday day‐time, especially if she has a knows
about a discount at one of her favourite stores. Sarah is sensitive to
discounts and relies heavily upon Groupon for super deals and excuses
for extra shopping trips.

3. After work Sarah catches up with all her favourite reality soaps on Sky
plus. Her favourite programmes are ‘TOWIE’, ‘Jersey shore’, and ‘Keeping
up with the Kardashians’. While Sarah watches TV, she inevitably surfs on
line (using lap top), and monitors her social network through the I‐phone
apps powered by her home wireless.
Sarah would kill to have a life of a socialite, not worrying about money,
just friends, fun and hot men!
• Ivana B. Famus‐ 18‐ Lives with parents rent free, but contributes to food
bills. Ivana works at a local Insurance company as a telephone operator as
she has no real plan in life other than a strong desire to be famous but
could really only rely on her looks as a skill to get her there. She takes her
life day by day but relies on her mates as her support base. Their lives are
completely intertwined, frequently becoming embroiled in emotionally
charged situations. Her working hours combined with high disposable
income means that she loves to shop with her friends and will head
towards the most fashionable place in town. Ivana spends vast amounts
of her wages on purchases that keeps her in the role within her pier group
as a fashion icon.
• Ivana loves to go clubbing now that she is old enough and lives her life for
the weekend ahead. She is tech savvy and communicates with her friends
through BBM and Facebook, but doesn’t understand Twitter.
• Ivana leads the trending within her group, often imitating those she sees
as aspirational role models on Television and music videos.
• Where Ivana and her friends go, other groups of ‘birds and blokes’ will
inevitably frequent when they see her location and friend tagging and
status updates on Facebook.
Insight
Fashion conscious, yet discount hunting socialites with aspirations of
fame and glamour who Augment and control their lives through smart
phone powered social media, representing the role models from TV they
aspire to be like, socialising, shopping and digitally sharing their lives.
Big idea
“The only way is MK.”
Using the elements of what makes The Centre MK so great, this co‐
created campaign will embark on a reality internet show that follows
brands, staff and the customers, painting a picture of high class style and
fashion with the trials and tribulations of romance, breakups and gossip.

4. This campaign will consist of multiple tactics to strategically achieve the
objectives outlined previously in the most cost effective way.
The core campaign will be focused around ‘The only way is MK’ reality
Internet show. This show will be filmed and edited on a frequency to be
agreed. The key elements of the campaign work as follows.
To be potentially part of the show, the people must be shoppers in The
Centre MK with their friends. When they arrive at their favourite store
they must inform the Centre MK (via Facebook) that they are there with
a description of why they are there? (Eg “To shop for an outfit for my
friend who was recently dumped”). If the crew think that the story is
good enough and the shoppers glamorous enough, they will head over
and film them for the show. The shoppers must make a reasonable
purchase in order for the film to be used in the show.
The objective of the show will be to achieve the following‐
• Generate awareness of the Centre through the PR created from
the campaign.
• Reignite the glam image through the strong connections with the
reality soaps such as TOWIE, Geordie shore, The Hills and in
essence The Airport.
• Create a tangible Centre MK shopper image through group
influencers displayed within the show.
• Give people a reason to connect to the website and the major
social media sites.
• Differentiate from competitors with an effective sonic trigger
(“The only way is MK.”)
Digital
The website for The Centre MK will be communicated through the show
and other touch points as the hub of information and discounts,
encouraging MK memberships for increased bargains within the centre
for top brands. The site will be the home for the Show and allow visitors
to generate conversations on the MK blog and link to other significant
forums to create a community and raise the natural search engine ranks
for The centre MK, linking perceptually with the word fashion.
Marketing Communications on the site will be altered to serve the added
targeted segments and also to reassure Stakeholders (including the
brands within) that The Centre MK is the fashion hub of the area.
The shows will exclusively air on the Centre MK’s website, but past
shows will be available to view on the Centre MK’s Youtube channel.
Creating the micro‐channel will allow The Centre MK to super serve its
target segments and engage on multiple platforms to manage Customer

5. relationships and effectively react to changing trends and communicate
brand messages to maintain image coherence.
Revenue
The increased costs to this campaign will be offset by the financial
opportunities for the Centre MK to generate income through
sponsorship deals with key brands based upon the expectation of
increased site traffic, advertising rights and value creation through the
show its self. These costs would be measurable by the expected visitor
and engagement rates to be agreed.
PR
Use of PR will see press releases to local papers and regional TV news to
generate interest and traffic to the web site which will be integrated and
hold a unique landing page temporarily geared to receive these visitors
and encourage them to join up to Facebook and share the buzz through
digital word of mouth.
The show will purposely, yet subtly show the stars of it using the state of
the art facilities at the Centre, and utilising discounts, Groupon deals at
the amazing array of brands within.
The objective of the show will be to achieve the following‐
• Generate awareness of the Centre through the PR created from
the campaign.
• Reignite the glam image through the strong connections with the
reality soaps such as TOWIE, Geordie shore, The Hills and in
essence The Airport.
• Create a tangible Centre MK shopper image through group
influencers displayed within the show.
• Give people a reason to connect to the website and the major
social media sites.
• Differentiate from competitors with an effective sonic trigger
(The only way is MK.)
Comms tools to be used
• Sales Promotion‐ Discounts‐ 3rd party Discounts.
• PR‐ Newspapers, TV, Radio, Blogs, forums, product placement, celebrity
perceptual attachments, trend tagging.
• Digital Co‐creative engagement.
• Events

6.
Control and measurement­
Increase foot fall into the Centre MK by 10% within the first 6 months.
Use existing staff or purchase visitor counting equipment. Monitor current
Foot fall over the subsequent month to get a base figure, then monitor daily to
create visitor figures and benefit from the data recorded to enable insights of
peak visitor times and lulls for future marketing communications.
Increase visitors to the Centre MK website by 20% within 6 months.
Monthly analytics of the web site using Web insights diagnostics framework
against the pre‐campaign statistics to ensure that it is hitting the target figures.
Regular assessments of the targeted segments’ journey on line to ensure that
visitors are doing what we expect them to do, and also to ensure that we are
providing the right communications to keep them engaged.
To increase Social media fan base by 25% within 6 months
Facebook, Youtube and Twitter analytics will provide key information on
increased fan numbers from when the campaign begins. The statistics will be
assessed monthly due to the constraints of the analytic systems.
To become 50% more engaging with the various consumer groups within 6
months.
The social network analytics will provide useful insights to ensure the
interaction figure rises to the expected, however, the Centre MK’s web site will
need to provide accurate figures on Blog interaction and viewers of the show.
These statistics will be monitored monthly.
Increase The Centre MK’s touch points by 15% within 3 months
PR will be utilised to enable frequent touch points in traditional media such as
print and Television. The social media channels will also add more touch points
despite currently existing, as the added exposure will attract unique visitors who
currently don’t have contact with the Centre MK’s brand communications. All

7. will need to be monitored monthly to ensure the added touch points maintains a
minimum of 15% from current levels.
To develop the interaction between visitors and the Centre MK’s various
touch points by 20% of current levels within 6 months.
The key aspects of the campaign will require interaction with The Centre MK.
The digital aspects of this communication will allow close monitoring to ensure
that the actual statistics are as expected.
The contingency plan
If after the first 2 months of the campaign running, the statistics are showing no
responses, the contingency plan is to instigate a Radio and print media
awareness Advertising plan. Adding full page advertisements in the regional
newspapers and backing the communications up with a radio campaign will
drive the necessary interest to the website and generate more footfall into the
Centre.
This is a contingency plan only, as the costs are considerably more than the
original digital strategy.
Ben Rogers
benrogers99@tiscali.co.uk
Mobile: 07874 668468
Landline: 01933 652370

8.
BEN ROGERS!
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